ch01 - Chapter 1 Introduction to the Resources of...

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Chapter 1 Introduction to the Resources of Electronic Marketing h Test Bank 1. Technology marketing resources include A. World Wide Web. B. Fax-on-demand information. C. Avatars. D. CD-ROM presentations. E. All of the above. Answer: E Page: 5 2. With electronic marketing resources, marketers A. are forced to justify higher costs to customers. B. must use expensive sales promotions tactics. C. can bring value-added services to each customer. D. have an easier job of selling their products or services. E. none of the above. Answer: C Page: 6 3. Online marketing resources enhance internal company communications by A. letting employees say what they want, when they want anonymity. B. completely eliminating the need for face-to-face meetings. C. introducing humor through cartoons and jokes. D. bringing back the art of correspondence. E. all of the above. Answer: D Page: 7 4. Due to online communications, marketing research has become more difficult because A. it is difficult to measure attitude through a web site. B. opinions cannot be monitored over a long period of time. C. people give complicated opinions in discussion groups. D. all of the above. E. none of the above. Answer: E Page: 7 5. Online marketing works well for strategic planning because A. more people are looking to the web for information. B. people demand faster front-door delivery after a purchase. C. secure electronic transactions makes internet buying safe. D. all of the above. E. none of the above. Answer: D Page: 8
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164    Electronic Marketing  6. The ration of business-to-business purchases over the Internet as compared to consumer purchases is A. 50 : 50 B. 85 : 15 C. 40 : 60 D. impossible to measure because of the vastness of the web. E.
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ch01 - Chapter 1 Introduction to the Resources of...

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