Question 1

Permission marketing is also referred to as __________.

Accepted Answer

A) opt-in marketing 
B) seller-initiated marketing 
C) spam 
D) viral marketing 
E) opt-out marketing 
A) opt-in marketing 
B) seller-initiated marketing 
C) spam 
D) viral marketing 
E) opt-out marketing A

Question 2

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2012.

Accepted Answer

A) 40% 
B) 50% 
C) 60% 
D) 70% 
E) 90% 
A) 40% 
B) 50% 
C) 60% 
D) 70% 
E) 90% E

Question 3

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

Accepted Answer

A) bot 
B) cookie 
C) choiceboard 
D) filtering 
E) print screen 
A) bot 
B) cookie 
C) choiceboard 
D) filtering 
E) print screen C

Question 4

Which of the following transactions occurred in the marketspace?

Accepted Answer

A) Connie sold Discovery Toys creative puzzles at an in-home demonstration. 
B) Joan bought a brand new pair of Dansko shoes through Zappos.com. 
C) Shelby purchased an iPhone case at a kiosk at the airport. 
D) Corey bought a double-dipped chocolate ice cream cone from the ice cream person when his mobile ice cream truck came down the street. 
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number. 
A) Connie sold Discovery Toys creative puzzles at an in-home demonstration. 
B) Joan bought a brand new pair of Dansko shoes through Zappos.com. 
C) Shelby purchased an iPhone case at a kiosk at the airport. 
D) Corey bought a double-dipped chocolate ice cream cone from the ice cream person when his mobile ice cream truck came down the street. 
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

Question 5

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Accepted Answer

A) quality and price 
B) privacy and security 
C) computer knowledge and security 
D) price and privacy 
E) quality and computer knowledge 
A) quality and price 
B) privacy and security 
C) computer knowledge and security 
D) price and privacy 
E) quality and computer knowledge

Question 6

The home page for TheKnot.com,a website for locating everything needed for a wedding.The site 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 links.TheKnot.com is a good example of a website that incorporates the __________ design element.

Accepted Answer

A) convenience 
B) connection 
C) control 
D) community 
E) communication 
A) convenience 
B) connection 
C) control 
D) community 
E) communication

Question 7

Consumers can visit the L.L.Bean website to scan and order from among thousands of displayed products without fighting traffic,finding a parking space,or standing in store checkout lines.This describes one example of why consumers shop and buy online,which is __________.

Accepted Answer

A) convenience 
B) customization 
C) communication 
D) cost 
E) control 
A) convenience 
B) customization 
C) communication 
D) cost 
E) control

Question 8

Internet-enabled software permits the practice of Delta Airlines to change their prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is __________.

Accepted Answer

A) convenience 
B) choice 
C) cost 
D) customization 
E) control 
A) convenience 
B) choice 
C) cost 
D) customization 
E) control

Question 9

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

Accepted Answer

A) create portals; act as bots 
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) promote a company's products and services; convert online browsers into online buyers 
A) create portals; act as bots 
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) promote a company's products and services; convert online browsers into online buyers

Question 10

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(n)__________ website.

Accepted Answer

A) intermediary 
B) promotional 
C) multichannel 
D) direct sales 
E) transactional 
A) intermediary 
B) promotional 
C) multichannel 
D) direct sales 
E) transactional

Question 11

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Accepted Answer

Online consumers differ from the general

Question 12

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

Accepted Answer

A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture 
A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture

Question 13

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

Accepted Answer

A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering 
A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering

Question 14

In terms of website design and the online customer experience,commerce refers to

Accepted Answer

A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers,distributors,and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services. 
A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers,distributors,and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services.

Question 15

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Accepted Answer

A) convenience. 
B) choice. 
C) cost. 
D) control. 
E) customization. 
A) convenience. 
B) choice. 
C) cost. 
D) control. 
E) customization.

Question 16

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

Accepted Answer

A) Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B) The margin for online offerings is usually higher than those purchased in a traditional marketplace. 
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D) Any price advantage for online purchases is lost in shipping and handling fees. 
E) Lower external information search costs is one of the major reasons for the popularity of online shopping. 
A) Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B) The margin for online offerings is usually higher than those purchased in a traditional marketplace. 
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D) Any price advantage for online purchases is lost in shipping and handling fees. 
E) Lower external information search costs is one of the major reasons for the popularity of online shopping.

Question 17

To gauge stickiness,a company monitors

Accepted Answer

A) the average time it takes customers to make a purchase from the time they logon to a website to the time they logoff. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase. 
A) the average time it takes customers to make a purchase from the time they logon to a website to the time they logoff. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase.

Question 18

What is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Accepted Answer

A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies 
A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies

Question 19

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)__________; (4)customization; (5)communication; (6)connection; and (7)commerce.

Accepted Answer

A) creativity 
B) community 
C) consistency 
D) collaboration 
E) control 
A) creativity 
B) community 
C) consistency 
D) collaboration 
E) control

Question 20

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 as its retail stores,its catalog,and 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.

Accepted Answer

A) cross-functional 
B) interlocking marketing 
C) dual distribution 
D) multichannel marketing 
E) market penetration 
A) cross-functional 
B) interlocking marketing 
C) dual distribution 
D) multichannel marketing 
E) market penetration

Permission marketing is also referred to as __________.

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2012.

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

Which of the following transactions occurred in the marketspace?

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Consumers can visit the L.L.Bean website to scan and order from among thousands of displayed products without fighting traffic,finding a parking space,or standing in store checkout lines.This describes one example of why consumers shop and buy online,which is __________.

Internet-enabled software permits the practice of Delta Airlines to change their prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is __________.

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

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(n)__________ website.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

In terms of website design and the online customer experience,commerce refers to

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

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

To gauge stickiness,a company monitors

What is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)__________; (4)customization; (5)communication; (6)connection; and (7)commerce.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Buildign an Effective Marketing Plan

Filters

Exam 18: Implementing Interactive and Multichannel Marketing

Permission marketing is also referred to as __________.

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2012.

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

Which of the following transactions occurred in the marketspace?

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Consumers can visit the L.L.Bean website to scan and order from among thousands of displayed products without fighting traffic,finding a parking space,or standing in store checkout lines.This describes one example of why consumers shop and buy online,which is __________.

Internet-enabled software permits the practice of Delta Airlines to change their prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is __________.

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

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(n)__________ website.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

In terms of website design and the online customer experience,commerce refers to

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

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

To gauge stickiness,a company monitors

What is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)__________; (4)customization; (5)communication; (6)connection; and (7)commerce.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Buildign an Effective Marketing Plan

Filters

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