Test Bank E-marketing

Powerful Essays
Chapter 16: Mobile Marketing and Related Developments

MULTIPLE CHOICE

1. The adoption stage in which a new product has become a part of the user’s lifestyle is called: a. permanent adoption.
b. loyalty.
c. internalization.

ANS: C REF: p. 441

2. ________ is a product characteristic that determines ease of adoption. a. Relative advantage
b. Sustainable advantage
c. Substitutability

ANS: A REF: p. 441

3. Among the strategic implications of pervasive computing are: a. marketers must wait for customers to contact them.
b. marketers must be able to contact customer near the time and place of purchase.
c. content will become less important than context.

ANS: B REF: p. 443

4. Dimensions of the pervasive computing environment include:

a. anywhere.
b. any time.
c. both of the above.

ANS: C REF: p. 443

5. True statements about the global mobile environment include:

a. some countries have already passed 100% penetration of cell phones.
b. mobile is expected to be the dominant method of accessing the Internet in a few years.
c. both of the above.

ANS: C REF: p. 444, 445

6. Strategic drivers of wireless technology include: a. localization.
b. larger screens.
c. new methods of advertising.

ANS: A REF: p. 448

7. ________ is one of the strategic drivers of mobile marketing.

a. Advertising
b. 1-click payment mechanisms
c. Decrease in consumer concern about the privacy and security of their personal data

ANS: B REF: p. 447 8. Expanded permission marketing is necessary in the mobile marketing environment because:

a. government regulations establish the kind of permissions that are necessary.
b. mobile customers want control over how much information they receive and when.
c. it is required by geographical location software.

ANS: B REF: p. 447, 448

9. A channel that is not a mobile marketing channel are

a. display ads.
b.

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