Chapter 15Electronic Marketing Channels

MULTIPLE CHOICE

1. According to the text, the Internet has had ________ impact on the design and management of
marketing channels.
a. little
b. a major
c. no
d. an overwhelming
e. some

ANS: B (p. 419)

2. Some observers predict that the Internet will so radically transform marketing channel structure
and strategy that the __________ of the future will be profoundly different from what we see
today.
a. bandwidth
b. interstate highway system
c. distribution landscape
d. cyberspace salespeople
e. franchise system

ANS: C (p. 419)

3. Which of the following terms cannot be considered as synonymous with electronic marketing
channels as stated in the text?
a. Computer marketing
b. Facebook commerce
c. Social commerce
d. Electronic commerce
e. Internet commerce

ANS: A (p. 419)

4. Which of the following must be present to define electronic commerce as portrayed in the
textbook?
a. Purchases can be made via interactive electronic means
b. The consumer must use a personal computer
c. The consumer must also make use of the telephone
d. Orders can only be placed by using e-mail
e. Payments must be made using smart cards

ANS: A (p. 420)

5. If sellers list their products on the Internet and if customers who locate these products at the
firms Web site still have to use the telephone to order them:
a. This is still considered to be an electronic marketing channel.
b. It removes two steps from the electronic marketing channel.
c. Then all the conditions for the definition of electronic marketing have not been
met.
d. Customers are considered electronically illiterate.
e. Customers are being efficient in their ordering.

ANS: C (p. 420)

6. The reduction in the number of middlemen in marketing channels resulting from the use of
Internet-based marketing channels is referred to as:
a. Reintermediation.
b. Disproportion.
c. Disintermediation.
d. Rationalized distribution.
e. Vertical disintegration.

ANS: C (p. 421)

7. The addition of new middlemen in marketing channels resulting from the use of Internet-based
marketing channels is referred to as:
a. Disintermediation.
b. Vertical integration.
c. Rationalized distribution.
d. Reintermediation.
e. Vertical channel structure.

ANS: D (p. 421)

8. The discussion of Amazon.com in the text presents an example of:

a. Disintermediation.
b. Reintermediation.
c. Vertical integration.
d. Distribution intensity.
e. Virtual integration.

ANS: B (p. 421)

9. Autobytel, Inc., is really a:

a. Broker.
b. Conventional retailer.
c. Auto dealer.
 d. Software company.
e. Wholesale auto distributor.

ANS: A (p. 421)

10. The Internet-based marketing channel that Peapod, Inc. represents may best be described as:
a. A conventional supermarket.
b. An electronic warehouse distributor.
c. An example of reintermediation.
d. A food wholesaler.
e. A door-to-door sales company.

ANS: C (p. 422)