E-Commerce Marketing Exam Practice Tests
Course Introduction
E-Commerce Marketing explores the strategies, tools, and techniques used to promote products and services in the digital marketplace. The course covers fundamental concepts such as consumer behavior online, digital branding, website optimization, content marketing, search engine marketing (SEM), email campaigns, and social media advertising. Students learn to analyze market trends, develop integrated marketing plans, utilize data analytics to measure performance, and leverage emerging technologies like mobile commerce and personalized marketing. By the end of the course, participants are equipped with the practical skills necessary to increase online traffic, boost conversion rates, and build brand loyalty in a highly competitive digital environment.
Recommended Textbook
Consumer Behavior 10th Edition by Michael R.
Solomon
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Page 2
Chapter 1: Buying, Having, and Being
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Sample Questions
Q1) According to the basic marketing concept, a firm exists to ________.
A) influence culture
B) dominate market share
C) nurture relationships
D) satisfy needs
Answer: D
Q2) Which of the following is NOT included in the "Declaration of Consumer Rights"?
A) the right to safety
B) the right to be informed
C) the right to be guaranteed
D) the right to choice
Answer: C
Q3) Psychographic information is not considered to be demographic data because this type of information is not directly observable.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Perception
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Sample Questions
Q1) According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload
Answer: B
Q2) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?
Answer: Advertising attention can be enhanced by contrast using size, color, position, and novelty. High contrast can be achieved using any or all of the visual methods listed.
Q3) A philosophy that translates customers' feelings into design elements is called ________ engineering.
A) Kinsei
B) Sigma
C) relationship
D) reverse
Answer: A
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Chapter 3: Learning and Memory
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Sample Questions
Q1) A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes best explains what has occurred in the example?
A) negative reinforcement
B) extinction
C) discrimination
D) generalization
Answer: B
Q2) Give a brief explanation of cognitive learning.
Answer: In contrast to behavioral theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment. Supporters of this viewpoint also stress the role of creativity and insight during the learning process.
Q3) The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).
A)True
B)False
Answer: False
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Page 5
Chapter 4: Motivation and Global Values
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Sample Questions
Q1) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).
A)True
B)False
Q2) Explain the means-end chain model. Give an example to demonstrate how the process might work.
Q3) Motivation explains the strength of behavior, but not its direction.
A)True
B)False
Q4) Joan picked up a book in a bookstore and began to read the introduction. She was enchanted by what she read. An hour later, she was surprised to find that she had read almost half the book. Joan had just experienced a form of involvement called a flow state.
A)True
B)False
Q5) Explain what is meant by a globalized consumption ethic and discuss its consequences in transitional economies.
Q6) Explain the etic and emic perspectives on global marketing. Give an example of the use of each.
Page 6
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Chapter 5: The Self
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Sample Questions
Q1) Tomboy Tools sells a full line of pink hand and power tools ergonomically designed for women. This is an example of a(n) ________ product.
A) social comparison
B) gender-bending
C) androgynous
D) agentic
Q2) Briefly describe the two different types of goals that many Western societies, including the United States, expect males and females to pursue.
Q3) Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n)
A) avatar
B) extended self
C) ideal self
D) distorted self-image
Q4) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.
A)True
B)False
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Chapter 6: Personality and Psychographics
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Sample Questions
Q1) Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.
A)True
B)False
Q2) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
A) the id
B) the superego
C) the anti-ego
D) the ego
Q3) Based on the 80/20 rule, a company tries to identify and focus on the ________ of its product.
A) occasional users
B) heavy users
C) competitors
D) investors
Q4) Describe the basic premise of motivational research and how it might be conducted.
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Chapter 7: Attitudes and Persuasion
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Sample Questions
Q1) Retail stores put a number of items in the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.
Q2) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________.
A) halo effect
B) principle of cognitive dissonance
C) balance theory
D) self-perception theory
Q3) Do sex-related ads work? Which of the following best answers this question?
A) Overall, the use of a strong sexual appeal is not very well received.
B) They outperform all other appeal formats.
C) They are most effective when they attempt to "trick" the consumer into paying attention.
D) There is no data to answer the question.
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Page 9
Chapter 8: Decision Making
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Sample Questions
Q1) Of the following products, which one would typically carry high psychological risk for the average consumer?
A) a lawn mower
B) a kitchen blender
C) an expensive mink coat
D) a family vacation to a theme park
Q2) People who post to Web sites offering user reviews are typically not paid for their time and contributions. However, they can gain recognition for good recommendations. This reward system is known as the ________.
A) noncompensatory rule
B) reputation economy
C) long tail
D) consideration set
Q3) Habitual decision-making is the lowest order of buying decision-making.
A)True
B)False
Q4) Decisions are influenced by the way a problem is posed. This is called framing.
A)True
B)False
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Chapter 9: Buying and Disposing
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Sample Questions
Q1) Which of the following is considered a postpurchase process?
A) the shopping experience
B) mood
C) consumer satisfaction
D) shopping orientation
Q2) In a(n) ________, consumers participate in the production of the products or services they buy.
A) pop-up store
B) minipreneur shop
C) activity store
D) sharing site
Q3) If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.
A)True
B)False
Q4) Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?
Q5) Explain the concept of co-consumers and relate why it is important to marketers. Give an example.
11
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Chapter 10: Organizational and Household Decision Making
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Sample Questions
Q1) Because Americans separate their feelings for their pets from their own self-concepts, it would be a risky marketing strategy for well-known brand names to market products for pets with the same brand name as the one used for consumer products.
A)True
B)False
Q2) Glenn found a stray cat and "adopted" it. If Glenn is typical of the majority of Americans, how will he come to view himself in relationship to the cat?
A) Glenn will see himself as a father figure and may refer to himself as "Daddy" when talking to the cat.
B) Glenn will keep the cat fed, but will otherwise generally ignore the animal.
C) Glenn will find himself increasingly resentful of the cat because of the extra expense and time that is required to care for a pet.
D) According to statistics, Glenn will probably neglect the animal because it did not cost him anything.
Q3) What are the two types of purchase decisions made by families? Indicate the common practice within families with respect to these decisions and give an example of each form.
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) The capacity to alter the actions of others is referred to as ________ power.
A) publicity
B) social
C) second-order
D) behavioral
Q2) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.
A) referent
B) informational
C) legitimate
D) coercive
Q3) Briefly describe the characteristics of someone who is role-relaxed.
Q4) An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.
A)True
B)False
Q5) Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.
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Chapter 12: Social Class and Lifestyles
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Sample Questions
Q1) Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.
A)True
B)False
Q2) Trisha grew up in a drug-ridden inner city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.
A) status crystallization
B) hierogamy
C) habitus
D) invidious distinction
Q3) Psychologists use the term homogamy to describe "assortative mating." Which of the following phrases is the best illustration of homogamy?
A) Opposites attract.
B) Birds of a feather flock together.
C) Leave no stone unturned.
D) To the victor go the spoils.
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Page 14
Chapter 13: Subcultures
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Sample Questions
Q1) The lack of marketing information about religion is due to ________.
A) the small number of people who are influenced in the marketplace by religious issues
B) the dollar value of the Christian market being very low
C) traditional bigotry toward religion
D) religion being somewhat of a taboo subject among researchers
Q2) Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?
A) Hillary is bothered by companies that run ads that stay True to their brand image and spend a lot of time backing up what they say.
B) Hillary is bothered by ads that talk down to her.
C) Hillary doesn't like product ads that the promoters think must be entertaining.
D) Hillary doesn't like ads that show problems teenagers face, especially when they aren't treating these problems in a very serious manner.
Q3) Explain how religion can influence consumption. Explain two examples.
Q4) Describe the baby boomer market and the impact it has had on marketing efforts.
Q5) What is the difference between a subculture and a microculture?
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Page 15
Chapter 14: Culture
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Sample Questions
Q1) Profane consumption involves consumer objects and events that are ordinary.
A)True
B)False
Q2) How can a myth be True and false at the same time?
Q3) Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. In this example, Kyle is concerned about the practice of ________.
A) cultural jamming
B) advergaming
C) pretailing
D) plinking
Q4) Culture is best described as society's ________.
A) attitude
B) consciousness
C) personality
D) history
Q5) Describe the difference between an enacted norm and a crescive norm. Indicate forms that the crescive norm may take.
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