电子商务：管理与社交网络视角 教案 EC2018_TB_Chapter10.docx

Chapter 9 True/False 1. Customer acquisition and retention are key success factors, both offline and online. *A. True B. False 2. The abandoning of online shopping carts by shoppers is not of major concern to sellers. A. True *B. False 3. Effective online marketing activity can generate positive effects, which are generally observed as trust, customer satisfaction, and loyalty. *A. True B. False 4. Actually, loyal customers end up buying less when they have the option to peruse items and purchase items from a company’s website. A. True *B. False 5. Putting banner ads on an Internet portal so that everyone who accesses the website can see the message is a typical example of online mass marketing. *A. True B. False Multiple Choice 1. The person who tries to convince other people to make a purchase is the: A. Initiator *B. Influencer C. Decider D. Buyer 2. The person who recognizes and suggests the need to buy a specific product or service is the: *A. Initiator B. Influencer C. Decider D. Buyer 3. ______refers to the chance that previous customers will continue to repurchase or repatronize a product/service from the same vendors over an extended period of time. *A. Customer loyalty B. Customer referral C. Customer acquisition D. None of these 4. Which of the following is not a representative strategy for building consumer trust in EC? A. Improve Your Website B. Objective Third-Party Seals *C. Increase marketing D. Establish Trustworthiness 5. ______ are used to establish trust among members of online trading systems where parties who have never done business with one another use feedback from others A. Marketing campaigns *B. Reputation-based systems C. Referrals D. None of these 6. One of the benefits of one-to-one e-commerce is that companies can ________ . *A. better interact with customers and understand their needs B. reduce operational costs C. simply marketing efforts D. all of these 7. ______ refers to the matching of advertising content and vendors’ services w