Stainless steel equipment is used to produce and process milk because

Stainless steel equipment is used to produce and process milk because



a.) Surfaces can be polished to a smooth finish

b.) Surfaces do not corrode easily

c.) There is little chance for copper to get into milk

d.) All of the above



Answer: d.) All of the above

Milk is what percent water?

Milk is what percent water?



a.) 42 percent

b.) 58 percent

c.) 63 percent

d.) 87 percent


Answer: d.) 87 percent

The National Milk Producers Federation sponsors a program that is funded by dairy producers to reduce milk supply and increase demand for dairy products. This program is called

The National Milk Producers Federation sponsors a program that is funded by dairy producers to reduce milk supply and increase demand for dairy products. This program is called



a.) Milk Income Loss Contract

b.) Federal Support Price

c.) Cooperatives Working Together

d.) Unified Marketing Plan



Answer: c.) Cooperatives Working Together

The national program known as Cooperatives Working Together (CWT) increases amounts of milk products exported from the United States by

The national program known as Cooperatives Working Together (CWT) increases amounts of milk products exported from the United States by



a.) Assuring that safety standards are met

b.) Providing quality control to manufactures

c.) Providing export bonuses to sellers

d.) Clearing shipments of products during inspections by receiving countries



Answer: c.) Providing export bonuses to sellers

On a milk supply utilization basis, from highest to lowest usage, which list reflects quantities of milk needed to make these products?

On a milk supply utilization basis, from highest to lowest usage, which list reflects quantities of milk needed to make these products?



a.) Frozen dairy products, cheeses, fluid milk and cream, butter

b.) Fluid milk and cream, cheeses, frozen dairy products, butter

c.) Cheeses, fluid milk and cream, butter, frozen dairy products

d.) Butter, fluid milk and cream, cheeses, frozen dairy products



Answer: c.) Cheeses, fluid milk and cream, butter, frozen dairy products

Federal Milk Marketing Orders describe

Federal Milk Marketing Orders describe



a.) how payment is to be made to milk producers for milk

b.) from whom milk is to be purchased by processors

c.) to whom milk is to be sold by producers

d.) grade A sanitary standards



Answer: a.) how payment is to be made to milk producers for milk

The milk fat differential used in paying for raw milk is

The milk fat differential used in paying for raw milk is



a.) a value set to penalize milk producers who have too little fat in their milk

b.) a value established to penalize milk producers who have too much fat in their milk

c.) the value to be added or subtracted per 0.1% of milk fat above or below 3.5%

d.) all of the above

e.) none of the above



Answer: c.) the value to be added or subtracted per 0.1% of milk fat above or below 3.5%

Who pays directly for the operation of Federal Milk Marketing Orders?

Who pays directly for the operation of Federal Milk Marketing Orders?



a.) producers of the milk​

b.) the U. S. Department of Agriculture

c.) retail store owners

d.) processors of the milk (called handlers)

e.) consumers of grade A milk



Answer: d.) processors of the milk (called handlers)

The bacteriological quality of grade A milk is

The bacteriological quality of grade A milk is



a.) a part of the testing by Market Administrators

b.) the first consideration in pooling milk

c.) not controlled by Federal Orders

d.) only checked when the milk fails the freezing point test



Answer: c.) not controlled by Federal Orders

There are four classes of milk under federal orders and they provide for

There are four classes of milk under federal orders and they provide for



a.) classification according to the relative safety of each class

b.) payment for milk according to its quality

c.) payment for milk according to its cost of production

d.) payment for milk according to the product in which it ends up



Answer: d.) payment for milk according to the product in which it ends up

Expect a feed flavor in milk when

Expect a feed flavor in milk when



a.) agitation during cooling is very slow

b.) agitation during cooling is too vigorous

c.) milk is not cooled immediately after milking

d.) cows are milked soon after eating succulent pastures or silage



Answer: d.) cows are milked soon after eating succulent pastures or silage

Metallic/oxidized flavor of milk is unlikely to occur if milk is

Metallic/oxidized flavor of milk is unlikely to occur if milk is



a.) protected from exposure to dust and heat

b.) protected from exposure to copper, sun light and fluorescent light

c.) cooled quickly to less than 40oF

d.) not adulterated with water and antibiotics



Answer: b.) protected from exposure to copper, sun light and fluorescent light

The natural lipase enzyme contained in all raw milk is kept away from milk fat globules, thus preventing development of rancidity because the

The natural lipase enzyme contained in all raw milk is kept away from milk fat globules, thus preventing development of rancidity because the



a.) fat globule membrane, a protective layer, covers the fat globules

b.) the major protein, casein, ties up the lipase

c.) fat globules are too small to attract the enzyme until they are homogenized



Answer: a.) fat globule membrane, a protective layer, covers the fat globules

The major result of storing milk cold is the

The major result of storing milk cold is the



a.) stopping of all bacterial growth

b.) slowing of bacterial growth

c.) killing of all bacteria

d.) killing of all microorganisms



Answer: b.) slowing of bacterial growth

A bulk milk hauler detected a sour odor in the raw milk in a farm bulk tank. Upon further examination he/she was likely to find

A bulk milk hauler detected a sour odor in the raw milk in a farm bulk tank. Upon further examination he/she was likely to find



a.) a high somatic cell count

b.) water had been added to the milk

c.) that the milk had been exposed to pesticide

d.) that the temperature of the milk was high



Answer: d.) that the temperature of the milk was high

Sour milk contains a high amount of

Sour milk contains a high amount of



a.) free fatty acids

b.) sulfuric acid

c.) lactic acid

d.) conjugated linoleic acid



Answer: c.) lactic acid

Milk producers should avoid the use of metals that contain copper or that tend to rust because

Milk producers should avoid the use of metals that contain copper or that tend to rust because



a.) these conditions promote oxidation of the milk and bacterial contamination

b.) these kinds of equipment are quite costly

c.) these metals release radioactive particles

d.) they stimulate the growth of bacteria



Answer: a.) these conditions promote oxidation of the milk and bacterial contamination

Antibiotics are prohibited in milk because

Antibiotics are prohibited in milk because



a.) they illegally preserve the milk

b.) some people are hypersensitive (react adversely) to them

c.) they can inhibit growth of "good" bacteria used in making cheese

d.) both B and C



Answer: d.) both B and C

Drug residues in milk are due to producers treating cattle

Drug residues in milk are due to producers treating cattle



a.) In an extra-label manner

b.) In a manner as the label directs

c.) In accordance to the FDA's regulations

d.) All of the above



Answer: a.) In an extra-label manner

Besides the most common human diseases caused by pathogens in raw milk, E coli, Salmonella and Listeria, which of the following diseases may be transmitted to humans through consumption of raw milk?

Besides the most common human diseases caused by pathogens in raw milk, E coli, Salmonella and Listeria, which of the following diseases may be transmitted to humans through consumption of raw milk?



a.) Tuberculosis

b.) Q-Fever

c.) Pneumonia

d.) Only A and B



Answer: d.) Only A and B

When performing a CMT test, watch for color changes and gel formation. Milk from a normal quarter does which of the following?

When performing a CMT test, watch for color changes and gel formation. Milk from a normal quarter does which of the following?



a.) Forms a gelatinous mass clinging together in a strong reaction

b.) Flows freely without change in viscosity

c.) Forms small clumps in a moderate reaction

d.) Turns a deep purple color



Answer: b.) Flows freely without change in viscosity

Milk with a high somatic cell count can cause

Milk with a high somatic cell count can cause



a.) Reduced shelf life

b.) Increased rancidity

c.) Reduced cheese yield

d.) All of the above



Answer: d.) All of the above

A CMT test appearance with a strong gel formation that tends to adhere to paddle and forms a distinct central peak would have a somatic cell count of___________ per milliliter.

A CMT test appearance with a strong gel formation that tends to adhere to paddle and forms a distinct central peak would have a somatic cell count of___________ per milliliter.



a.) Below 200,000

b.) 150,000-500,000

c.) 800,000-5,000,000

d.) Over 5,000,000



Answer: d.) Over 5,000,000

USDA reports a milk-feed price ratio that inflates the price of one pound of milk divided by the price of one pound of a 16% complete feed. The milk- feed price ratio typically ranges from

USDA reports a milk-feed price ratio that inflates the price of one pound of milk divided by the price of one pound of a 16% complete feed. The milk- feed price ratio typically ranges from



a.) 1.0 to 1.5

b.) 2.5 to 3.5

c.) 5.0 to 6.0

d.) 7.0 to 8.0



Answer: b.) 2.5 to 3.5

Which of the following is not covered by a standard of identity?

Which of the following is not covered by a standard of identity?



a.) Pasteurized Process Cheese Spread

b.) Pasteurized Process Cheese Food

c.) Pasteurized Process Cheese

d.) Pasteurized Process Cheese Product

e.) Pasteurized Process Pimento Cheese



Answer: d.) Pasteurized Process Cheese Product

Under regulations of Federal Orders, quality of grade A milk is

Under regulations of Federal Orders, quality of grade A milk is



a.) Only checked if there is excess milk

b.) A part of the testing by Market Administrators

c.) The first consideration in pooling milk

d.) Not controlled by Federal Orders



Answer: d.) Not controlled by Federal Orders

The California mastitis test is done to

The California mastitis test is done to



a.) See if a cow has an infection

b.) Check for bacteria in milk

c.) Determine whether mammary glands are inflamed

d.) Determine weight and age



Answer: c.) Determine whether mammary glands are inflamed

Milk stone on dairy caused by

Milk stone on dairy caused by



a.) The use of hard water for cleaning and rinsing

b.) Failure to use sufficient acid-type cleaners on farms have hard water

c.) Failure to use adequate detergent on farms that have hard water

d.) All of the above



Answer: d.) All of the above

Somatic cells occur in large numbers in milk when

Somatic cells occur in large numbers in milk when



a.) Milk has not been cooled adequately

b.) Milk from mastitic glands is placed in the bulk milk tank

c.) The milking machine is dirty

d.) Milk is held a long time at the dairy plant



Answer: b.) Milk from mastitic glands is placed in the bulk milk tank

Rancidity or lipolyzed flavor in milk results from

Rancidity or lipolyzed flavor in milk results from



a.) Growth of acid producing bacteria

b.) Contamination of milk with water

c.) Contamination of milk with antibiotics

d.) Action of natural milk enzyme



Answer: d.) Action of natural milk enzyme

Which group of flavors cannot be detected by odor?

Which group of flavors cannot be detected by odor?



a.) Bitter, salty

b.) High acid, rancid

c.) Feed, garlic/onion

d.) Metallic/oxidized, malty



Answer: a.) Bitter, salty

Public health standards for quality of Grade A raw milk include

Public health standards for quality of Grade A raw milk include



a.) Flavor and color

b.) Bacteria count and temperature

c.) Weight and age

d.) All of these

e.) None of these



Answer: b.) Bacteria count and temperature

A bulk hauler found the bulk milk tank temperature at the Xylus Dairy Farm to be 65º F, Milking had been completed 3 hours previously. The hauler is correct in?

A bulk hauler found the bulk milk tank temperature at the Xylus Dairy Farm to be 65º F, Milking had been completed 3 hours previously. The hauler is correct in?



a.) Expecting the milk to be sour

b.) Thinking the sample would have a high bacteria count

c.) Not pumping the milk into his truck's tanks

d.) All of the above

e.) Both A and B



Answer: c.) Not pumping the milk into his truck's tanks

Milk with a high leucocyte count can cause

Milk with a high leucocyte count can cause



a.) Reduced shelf life

b.) Increased rancidity

c.) Reduced cheese yield

d.) All of the above



Answer: d.) All of the above

Oxidized flavor in milk is generally caused by

Oxidized flavor in milk is generally caused by



a.) High storage temperature

b.) Action oflipase

c.) Mastitis

d.) Exposure to light



Answer: d.) Exposure to light

The most abundant mineral in milk is

The most abundant mineral in milk is



a.) Iodine

b.) Magnesium

c.) Phosphorus

d.) Calcium



Answer: d.) Calcium

______ sites can be effective in generating interest in and trial of a company's products and services. Many Toyota customers visit its website to check on its different models of cars before visiting a dealer or showroom to obtain more information and to place their orders.

______ sites can be effective in generating interest in and trial of a company's products and services. Many Toyota customers visit its website to check on its different models of cars before visiting a dealer or showroom to obtain more information and to place their orders.



a) Viral marketing

b) Permission marketing

c) Promotional

d) Transactional

e) Dual distribution



Answer: c

The Clinique Division of Estee Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website (www.clinique.com) later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.

The Clinique Division of Estee Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website (www.clinique.com) later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.



a) portal

b) supplier

c) employee

d) transactional

e) promotional



Answer: e

Promotional websites generate interest in and trial of a company's products and services by __________.

Promotional websites generate interest in and trial of a company's products and services by __________.



a) providing access to human service representatives to assist in making purchases

b) accommodating interactive communication initiated by a company's employees, investors and suppliers

c) converting online browsers into online buyers

d) providing information on how items can be used and where they can be purchased

e) obtaining information on customer preferences and buying habits



Answer: d

OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website.

OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website.



a) viral

b) transactional

c) permission-based

d) promotional

e) product



Answer: d

Transactional websites are used less frequently by manufacturers of consumer products because __________.

Transactional websites are used less frequently by manufacturers of consumer products because __________.



a) in some industries, this form of vertical integration is illegal

b) there is a threat of channel conflict

c) it is difficult to maintain a product development strategy

d) some stakeholders are opposed to websites that drain resources without providing any direct return on investment

e) such websites require dynamic pricing, which is difficult to use if supply and demand change frequently



Answer: b

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a _________ website.

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a _________ website.



a) portal

b) transactional

c) promotional

d) multichannel

e) direct sales



Answer: b

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S. Its home page contains exquisite photos of the month's featured bouquets. This is an example of a __________ website.

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S. Its home page contains exquisite photos of the month's featured bouquets. This is an example of a __________ website.



a) portal

b) transactional

c) promotional

d) multichannel

e) direct sales



Answer: b

_______ is a problem for some consumer marketers that use transactional websites even though marketers claim this problem is offset by the number of new customers they attract to stores.

_______ is a problem for some consumer marketers that use transactional websites even though marketers claim this problem is offset by the number of new customers they attract to stores.



a) Cannibalization of sales volume

b) An opt-out restriction

c) Permission marketing

d) Viral marketing

e) None of the above


Answer: a

The primary purpose of transactional websites is to __________.

The primary purpose of transactional websites is to __________.



a) convert an online browser into an online buyer

b) provide access to human service representatives to assist in making purchases

c) conduct customer research

d) obtain feedback from customers

e) all the above



Answer: a

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.



a) promote a company's products and services; convert online browsers into online buyers

b) convert online browsers into online buyers; promote a company's products and services

c) provide information about a company; move consumers closer to a purchase

d) move consumers closer to a purchase; provide information about a company

e) create portals; act as bots



Answer: a

JCPenney has leveraged its store, website and catalog channels with impressive results. At A JCPenney customer who whops in all three channels—store, catalog and website—spends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy.

JCPenney has leveraged its store, website and catalog channels with impressive results. At A JCPenney customer who whops in all three channels—store, catalog and website—spends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy.



a) viral marketing

b) permission marketing

c) multichannel marketing

d) dual distribution

e) market penetration



Answer: c

Eddie Bauer has leveraged its store, website and catalog channels with impressive results. At Eddie Bauer every effort is made to make the apparel shopping and purchase process for its customers the same in its retail stores, with its catalog and at its website. An Eddie Bauer marketing manager says, "We don't distinguish between channels because it's all Eddie Bauer to our customers". Eddie Bauer is likely following a(n) __________ strategy.

Eddie Bauer has leveraged its store, website and catalog channels with impressive results. At Eddie Bauer every effort is made to make the apparel shopping and purchase process for its customers the same in its retail stores, with its catalog and at its website. An Eddie Bauer marketing manager says, "We don't distinguish between channels because it's all Eddie Bauer to our customers". Eddie Bauer is likely following a(n) __________ strategy.



a) viral marketing

b) permission marketing

c) multichannel marketing

d) dual distribution

e) market penetration



Answer: c

Office Depot has leveraged its store, website and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot would like its customers think of all of its channels as Office Depot. Office Depot is likely following a(n) __________ strategy.

Office Depot has leveraged its store, website and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot would like its customers think of all of its channels as Office Depot. Office Depot is likely following a(n) __________ strategy.



a) viral marketing

b) permission marketing

c) multichannel marketing

d) dual distribution

e) market penetration



Answer: c

Multichannel marketing __________.

Multichannel marketing __________.



a) seeks to integrate a firm's communication and distribution channels

b) can be used to leverage the value-added capabilities of different channels

c) allow firms to build relationships with cross-channel shoppers

d) allows cross-channel shoppers to browse one or more websites and then purchase an item at a retail store

e) is accurately described by all of the above



Answer: e

Which of the following statements about cross-channel shoppers is true?

Which of the following statements about cross-channel shoppers is true?



a) Sales arising from cross-channel shoppers dwarfs exclusive online retail sales

b) Cross-channel shoppers don't want to wait several days for delivery

c) Cross-channel shoppers research their items online before buying at a retail store

d) Cross-channel shoppers use the internet to obtain more information than is available at the store

e) All of the above statements about cross-channel shoppers are true



Answer: e

Which of the following statements about when and where online consumers shop and buy is true?

Which of the following statements about when and where online consumers shop and buy is true?



a) Twenty percent of online sales occur Monday through Friday

b) The busiest shopping day is Tuesday

c) Favorite websites for workday shopping and buying include those featuring health and beauty items and apparel and accessories

d) 70 percent of consumers say they visit websites from their place of work

e) All of the above are true



Answer: d

Which of the following statements about when and where online consumers shop and buy is true?

Which of the following statements about when and where online consumers shop and buy is true?



a) Twenty percent of online sales occur Monday through Friday

b) The busiest shopping day is Tuesday

c) Favorite websites for workday shopping and buying include those featuring event tickets, travel and flowers and gifts

d) Some 30 percent of consumers say they visit websites from work

e) All of the above are true



Answer: c

Which of the following statements about when and where online consumers shop and buy is true?

Which of the following statements about when and where online consumers shop and buy is true?



a) Twenty percent of online sales occur Monday through Friday

b) The busiest shopping day is Wednesday

c) Favorite websites for workday shopping and buying include those featuring health and beauty items and apparel and accessories

d) Some 30 percent of consumers say they visit websites from work

e) All of the above are true



Answer: b

Which of the following statements about when and where online consumers shop and buy is true?

Which of the following statements about when and where online consumers shop and buy is true?



a) Eighty percent of online sales occur Monday through Friday

b) The busiest shopping day is Tuesday

c) Favorite websites for workday shopping and buying include those featuring health and beauty items and apparel and accessories

d) Some 30 percent of consumers say they visit websites from work

e) All of the above are true



Answer: e

Which of the following statements about when and where online consumers shop and buy is true?

Which of the following statements about when and where online consumers shop and buy is true?



a) Eighty percent of online sales occur Monday through Friday

b) The busiest shopping day is Wednesday

c) Favorite websites for workday shopping and buying include those featuring event tickets, travel and flowers and gifts

d) Some 70 percent of consumers say they visit websites from their place of work

e) All of the above are true



Answer: e

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include __________.

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include __________.



a) eliminating the use of cookies on marketing websites

b) prohibiting the collection of online consumers' personal and financial information

c) awarding the TRUSTe trademark to companies that comply with privacy standards

d) lobbying against the adoption of federal Internet privacy laws

e) relying on the U.S. government to protect online consumer privacy



Answer: c

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, e-mail, telephone number and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use __________.

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, e-mail, telephone number and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use __________.



a) cookies

b) portals

c) search engines

d) push technologies

e) bots



Answer: a

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online?

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online?



a) Convenience

b) Communication

c) Customization

d) Choice

e) Control



Answer: e

Online consumers are called empowered consumers because __________.

Online consumers are called empowered consumers because __________.



a) products and services purchased online often cost less than in a retail store

b) online shopping does not require that they fight traffic, find a parking space, walk long store aisles and wait in line at check-out

c) they are more informed and discerning shoppers

d) there are websites for almost any good or service they want

e) they can engage in an electronic dialogue with marketers



Answer: c

Consumers cite cost as one of the reasons they prefer to buy online because __________.

Consumers cite cost as one of the reasons they prefer to buy online because __________.



a) shopping in the marketspace allows for easier price comparisons

b) the majority of the most popular items bought online can be purchased at the same price or cheaper than in retail stores

c) the time and effort of shopping is reduced

d) external search costs are lower

e) all of the above are true



Answer: e

Which of the following statements about cost and its impact on online shopping is true?

Which of the following statements about cost and its impact on online shopping is true?



a) Lower external search costs are one of the major reasons for the popularity of online shopping

b) Dynamic pricing is used for all products sold on the Internet

c) All items purchased online have lower prices than they would if purchased at traditional retailers

d) Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions

e) All of the above statements about cost and its impact on online shopping are true



Answer: a

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) marketers embed a message in the product or service, (2) marketers make the website content so compelling that viewers want to share it with others and (3) __________.

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) marketers embed a message in the product or service, (2) marketers make the website content so compelling that viewers want to share it with others and (3) __________.



a) marketers can offer incentives for referrals

b) marketers can use customerization

c) marketers can use choiceboards

d) marketers can use niche marketing

e) marketers can use permission marketing



Answer: a

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) marketers embed a message in the product or service, (2) __________ and (3) marketers can offer incentives for referrals.

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) marketers embed a message in the product or service, (2) __________ and (3) marketers can offer incentives for referrals.



a) marketers make the website content so compelling that viewers want to share it with others

b) marketers can use customerization

c) marketers can use choiceboards

d) marketers can use niche marketing

e) marketers can use permission marketing



Answer: a

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) __________, (2) marketers make the website content so compelling that viewers want to share it with others and (3) marketers can offer incentives for referrals.

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail. There are three approaches to viral marketing: (1) __________, (2) marketers make the website content so compelling that viewers want to share it with others and (3) marketers can offer incentives for referrals.



a) marketers embed a message in the product or service

b) marketers can use customerization

c) marketers can use choiceboards

d) marketers can use niche marketing

e) marketers can use permission marketing



Answer: a

People who referred 10 friends to the Procter & Gamble website for Physique shampoo (www.physique.com) received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this P & G used __________.

People who referred 10 friends to the Procter & Gamble website for Physique shampoo (www.physique.com) received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this P & G used __________.



a) opt-out marketing

b) customerization

c) viral marketing

d) niche marketing

e) permission marketing



Answer: c

At the De Beers diamond website (www.diamondsareforever.com) users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who visit the site. De Beers is using __________ to promote its diamonds.

At the De Beers diamond website (www.diamondsareforever.com) users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who visit the site. De Beers is using __________ to promote its diamonds.



a) opt-out marketing

b) customerization

c) viral marketing

d) niche marketing

e) permission marketing



Answer: c

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park.

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park.



a) opt-out marketing

b) customerization

c) viral marketing

d) niche marketing

e) permission marketing



Answer: c

Which of the following statements about spam is true?

Which of the following statements about spam is true?



a) Online services in some states can legally prevent spammers from spamming their subscribers

b) Spam is defined as unsolicited e-mail

c) Several Asian countries have anti-spamming laws and in Singapore, the Spam Control Bill was passed in 2007

d) Under the new bill, companies carrying out marketing campaigns via e-mail and SMS messages must tag these messages with "< ADV >" and those that fail to comply can be sued by consumers

e) All of the above statements about spam are true



Answer: e

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.



a) spam

b) a shopping bot

c) a web community

d) interactive linking

e) a web café



Answer: c

Which of the following are true of Internet-enabled communication technologies?

Which of the following are true of Internet-enabled communication technologies?



a) Increases consumer convenience

b) Reduces information search costs

c) Makes choice assistance possible

d) Provides web communities

e) Internet-enabled communication technologies do all of the above



Answer: e

Internet-enabled technologies provide communication capabilities that take three forms. They are __________.

Internet-enabled technologies provide communication capabilities that take three forms. They are __________.



a) a highly interactive and individualized information and exchange environment, phone customer service and order processing via fax

b) marketer-to-consumer e-mail notification, phone customer service and order processing via fax

c) consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification and phone customer service

d) recording a user's visits to websites, consumer-to-marketer buying and service requests and marketer-to-consumer e-mail notification

e) marketer-to-consumer e-mail notification, consumer-to-marketer buying and service requests and consumer-to-consumer chat rooms, instant messaging and social networking websites



Answer: e

The relationship between the interactive communication capabilities of the Internet and customization is that __________.

The relationship between the interactive communication capabilities of the Internet and customization is that __________.



a) a highly interactive and individualized information and exchange environment is created for shoppers and buyers

b) it helps customers reduce their search costs and more conveniently find the offerings with the desired features

c) it protects online consumer privacy about the customized products and services they desire

d) it records a user's visits to websites which enhances online consumers' convenience

e) there is no relationship



Answer: a


Customerization __________.

Customerization __________.



a) is a technique used by traditional retailers to get online consumers to engage in more bricks-and-mortar shopping

b) makes shopping and buying an enjoyable, personal experience

c) uses multisensory communication to bombard online consumers with untargeted advertising

d) is a method of modifying a generic website for use by small low-tech businesses

e) is a technique used by online retailers to make their websites destination websites instead of portals



Answer: b

To varying degrees, online consumers also benefit from __________, which is the growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer.

To varying degrees, online consumers also benefit from __________, which is the growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer.



a) connectivity

b) customerization

c) customer digitalization

d) online facilitation

e) intermediation



Answer: b

When a consumer uses Lands' End "My Virtual Model" apparel service the consumer can submit their body shape, skin color, hair style, height, weight and other attributes and the model will then "try on" outfits identified by the consumer. This gives the consumer an idea of how the outfit would look on them and helps them with the purchase decision. This type of electronic dialog is one of the dimensions of __________.

When a consumer uses Lands' End "My Virtual Model" apparel service the consumer can submit their body shape, skin color, hair style, height, weight and other attributes and the model will then "try on" outfits identified by the consumer. This gives the consumer an idea of how the outfit would look on them and helps them with the purchase decision. This type of electronic dialog is one of the dimensions of __________.



a) convenience

b) choice

c) customerization

d) customization

e) communication



Answer: b

According to the eight-second rule, __________.

According to the eight-second rule, __________.



a) it only takes eight seconds for someone to learn how to navigate the Internet

b) any online purchase should take no more than eight seconds to complete

c) hunter-gatherers will not wait longer than eight seconds for a response in a chat room

d) more than 50 percent of online consumers will spend less than eight seconds at a portal

e) customers will abandon a website if it does not download within eight seconds



Answer: e

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the page before all the pictures downloaded. The seller must have been unaware of the __________.

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the page before all the pictures downloaded. The seller must have been unaware of the __________.



a) eight-second rule

b) 80/20 principle

c) iceberg principle

d) hierarchy of needs

e) efficiency rule



Answer: a

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to __________.

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to __________.



a) drive to a large shopping center where there are several bookstores to see which one has the book at the lowest price

b) call all the bookstores in her community to inquire about the price of the book at each one

c) use a bot to comb the websites of online booksellers and locate the website with the best price

d) use a cookie to contact various bookstores and find the one with the best price

e) do none of the above



Answer: c

Why would an online consumer want to use a bot?

Why would an online consumer want to use a bot?



a) Bots help customers design one-of-a-kind products that fit their specific needs

b) Bots increase the selection of goods and services from which online consumers can choose

c) Bots allow online consumers to engage in an electronic dialogue with marketers

d) Bots enhance the convenience of online shopping

e) Bots allow marketers to record an online consumer's visits to websites



Answer: d

Bots contribute to the convenience of online shopping because they __________.

Bots contribute to the convenience of online shopping because they __________.



a) reduce time spent online

b) allow customers to make online comparisons of prices and product features

c) permit customers to design one-of-a-kind items that fit their specific needs

d) allow customers to engage in an electronic dialogue with marketers

e) offer customers almost any product or service they want



Answer: b

Which of the following characteristics of online shopping contributes to its convenience?

Which of the following characteristics of online shopping contributes to its convenience?



a) Customers don't have to fight traffic, find a parking space, walk long aisles or stand in store check-out lines

b) Consumers can avail themselves of numerous websites for almost any product or service they want

c) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online

d) Consumers can engage in an electronic dialogue with marketers

e) Consumers are in charge in the marketspace



Answer: a

The six reasons why consumers shop and buy online are __________.

The six reasons why consumers shop and buy online are __________.



a) interest, intuitive, cost, control, flexibility and customization

b) customization, customerization, price, service, entertainment and convenience

c) cost, convenience, customization, communication, control and choice

d) content, context, utility, entertainment, communication and cost

e) control, utility, interest, personalization, choice and flexibility



Answer: c

Auto and homeowners insurance are particularly well suited for electronic commerce because these services __________.

Auto and homeowners insurance are particularly well suited for electronic commerce because these services __________.



a) require pre-purchase trial

b) are highly standardized and use price competition

c) are purchased on the basis of attributes other than price

d) require one-to-one selling

e) require video or audio demonstration



Answer: b

Electronic booksellers like Amazon.com are likely to enjoy strong sales in the future because books are a product category that __________.

Electronic booksellers like Amazon.com are likely to enjoy strong sales in the future because books are a product category that __________.



a) can be delivered digitally

b) are highly standardized

c) require audio or video demonstration

d) do not require pre-purchase trial

e) are purchased mainly on the basis of price



Answer: d

The typical "online mom" is __________.



a) on average 38 years old

b) college educated

c) married

d) working outside the home

e) all of the above



Answer: e

The online consumer lifestyle segment called ebivalent newbies __________.

The online consumer lifestyle segment called ebivalent newbies __________.



a) are women who do their actual purchasing at traditional retail stores

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: b

The online consumer lifestyle segment called ebivalent newbies __________.

The online consumer lifestyle segment called ebivalent newbies __________.



a) are married couples with children at home who use the Internet like a consumer magazine

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: b

The online consumer lifestyle segment called hooked, online and single __________.

The online consumer lifestyle segment called hooked, online and single __________.



a) are married couples with children at home who use the Internet like a consumer magazine

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: e

The online consumer lifestyle segment called time-sensitive materialists __________.

The online consumer lifestyle segment called time-sensitive materialists __________.



a) are married couples with children at home who use the Internet like a consumer magazine

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: d

The online consumer lifestyle segment called hunter-gatherers __________.

The online consumer lifestyle segment called hunter-gatherers __________.



a) are married couples with children at home who use the Internet like a consumer magazine

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: a

The online consumer lifestyle segment called click-and-mortar __________.

The online consumer lifestyle segment called click-and-mortar __________.



a) are women who do their actual purchasing at traditional retail stores

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: a


The online consumer lifestyle segment called brand loyalists __________.

The online consumer lifestyle segment called brand loyalists __________.



a) are women who do their actual purchasing at traditional retail stores

b) rarely spend money online and use the Internet as an information source

c) regularly visit their favorite bookmarked websites and spend the most money online

d) regard the Internet as a convenient tool for buying music, books and computer software

e) consist of young, affluent single consumers who spend more time online than any other segment



Answer: c

Which of the following statements is true of the Asian online shoppers?

Which of the following statements is true of the Asian online shoppers?



a) In the Asia Pacific, the average number of purchases made by online shoppers from countries like Singapore, Taiwan, and China is five purchases per month

b) There are billions of online shoppers globally, and South Korea claims the top spot

c) There are billions of online shoppers globally, and Japan takes third spot

d) Even though online shopping and buying is growing in popularity, a small percentage of online consumers still account for a disproportionate share of online retail sales in Asia

e) All of the above statements are true



Answer: e

Which of the following profiles would most likely describe an online consumer?

Which of the following profiles would most likely describe an online consumer?



a) A 20-something high-school graduate earning $18,000 annually

b) A 30-something college graduate with an annual income of $65,000

c) A 50-something traditional housewife with an annual income under $35,000

d) A 70-something retired postal worker receiving $45,000 in annual retirement benefits

e) All of the above



Answer: b

A visitor to schoolpop.com will notice that it contains little text, no sound or video and a large number of links that have one thing in common—they are all retailers hoping to attract consumers who wish to support non-profits with their purchases. Which of the following best describes the schoolpop.com website?

A visitor to schoolpop.com will notice that it contains little text, no sound or video and a large number of links that have one thing in common—they are all retailers hoping to attract consumers who wish to support non-profits with their purchases. Which of the following best describes the schoolpop.com website?



a) The website has an emphasis on context and minimal content

b) The website has minimal context and an emphasis on community

c) The website has no content whatsoever

d) The website has minimal content and but emphasizes on connection

e) The website emphasizes commerce and makes little or no use of the other six elements of website design



Answer: d

When Andrea visited www.disneystore.com, she looked at several different classic Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed that she wanted to buy the two stuffed animals, typed in her address and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ design element.

When Andrea visited www.disneystore.com, she looked at several different classic Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed that she wanted to buy the two stuffed animals, typed in her address and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ design element.



a) context

b) community

c) content

d) commerce

e) connection



Answer: d

The Harley Owners Group (HOG) is sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com). Because it supports the HOG group, the Harley-Davidson website has a __________ design element.

The Harley Owners Group (HOG) is sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com). Because it supports the HOG group, the Harley-Davidson website has a __________ design element.



a) context

b) community

c) choice

d) convenience

e) connection



Answer: b

GolfWeb.com is a-popular website for golfing enthusiasts. Its members pay an annual fee of $39.95 to get discounts on merchandise and to trade tips and stories about the best courses and the toughest holes in its chat rooms. This is a description of a website with a strong __________ design element.

GolfWeb.com is a-popular website for golfing enthusiasts. Its members pay an annual fee of $39.95 to get discounts on merchandise and to trade tips and stories about the best courses and the toughest holes in its chat rooms. This is a description of a website with a strong __________ design element.



a) context

b) community

c) choice

d) convenience

e) connection



Answer: b

_______ is a major design element for informational websites such as The New York Times. For example, users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store.

_______ is a major design element for informational websites such as The New York Times. For example, users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store.



a) Convenience

b) Connection

c) Control

d) Community

e) Communication



Answer: b

The home page for TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need including a travel agency, a linen store, a wedding gown retailer and several other formal links between the website and other related websites. TheKnot's customer experience includes __________.

The home page for TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need including a travel agency, a linen store, a wedding gown retailer and several other formal links between the website and other related websites. TheKnot's customer experience includes __________.



a) convenience

b) connection

c) control

d) community

e) communication



Answer: b

In terms of the online customer experience, connection is defined as the __________.

In terms of the online customer experience, connection is defined as the __________.



a) text, pictures, sound and videos that the website contains

b) website's capabilities to enable commercial transactions

c) network of formal linkages between a company's site and other sites

d) layout of the website

e) website's ability to tailor itself to different users or to allow users to personalize the website



Answer: c

In terms of the online customer experience, connection is defined as the __________.

In terms of the online customer experience, connection is defined as the __________.



a) text, pictures, sound and videos that the website contains

b) website's capabilities to enable commercial transactions

c) degree the website is linked to other websites

d) layout of the website

e) website's ability to tailor itself to different users or to allow users to personalize the website



Answer: c

In terms of the online customer experience, content is defined as __________.

In terms of the online customer experience, content is defined as __________.


a) all digital information on a website, including the presentation form

b) website's capabilities to enable commercial transactions

c) degree the website is linked to other websites

d) layout of the website

e) ways the website enables user-to-user communication



Answer: a

In terms of the online customer experience, content is defined as the __________.

In terms of the online customer experience, content is defined as the __________.



a) text, pictures, sound and videos that the website contains

b) website's capabilities to enable commercial transactions

c) degree the website is linked to other websites

d) layout of the website

e) ways the website enables user-to-user communication



Answer: a

Wolfermans.com is a company that sells gourmet English muffins, specialty breads and exquisite desserts in gift assortments. When you open its website, you discover fourteen pictures that make lavish use of color. The Wolferman website conveys the core consumer benefits provided by the company's offerings through the use of __________.

Wolfermans.com is a company that sells gourmet English muffins, specialty breads and exquisite desserts in gift assortments. When you open its website, you discover fourteen pictures that make lavish use of color. The Wolferman website conveys the core consumer benefits provided by the company's offerings through the use of __________.



a) context

b) commerce

c) communication

d) connection

e) customization



Answer: a

In terms of the online customer experience, context is defined as the __________.

In terms of the online customer experience, context is defined as the __________.



a) website's ability to tailor itself to different users or to allow users to personalize the website

b) website's aesthetic appeal and functional look and feel

c) degree the website is linked to other websites

d) text, pictures, sound and videos that the website contains

e) ways the website enables user-to-user communication



Answer: b