Question 1

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy. 
A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy.

Question 2

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

Accepted Answer

A) 35 
B) 46 
C) 55 
D) 64 
E) 75 
A) 35 
B) 46 
C) 55 
D) 64 
E) 75

Question 3

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

Accepted Answer

A) opt-in 
B) opt-out 
C) cookies 
D) spam 
E) buzz 
A) opt-in 
B) opt-out 
C) cookies 
D) spam 
E) buzz

Question 4

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A) consent-in. 
B) choose-in. 
C) agreement-in. 
D) opt-in. 
E) permission-in. 
A) consent-in. 
B) choose-in. 
C) agreement-in. 
D) opt-in. 
E) permission-in.

Question 5

Office Depot has leveraged its store,website,and catalog channels with impressive results.The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot.Office Depot is likely following a(n)__________ strategy.

Accepted Answer

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

Question 6

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Accepted Answer

A cross-channel shopper is an online con

Question 7

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

Accepted Answer

A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize 
A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize

Question 8

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to (1)influence the timing and extent of the buyer-seller interaction and (2)__________,the information they receive,and in some cases,the prices they pay.

Accepted Answer

A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm 
A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm

Question 9

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A) wikis 
B) choiceboards 
C) social media 
D) cookies 
E) collaborative filters 
A) wikis 
B) choiceboards 
C) social media 
D) cookies 
E) collaborative filters

Question 10

The relationship between the interactive communication capabilities of the Internet and customization is that

Accepted Answer

A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites,which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller. 
A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites,which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller.

Question 11

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n)__________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Accepted Answer

A) transformational; promotional 
B) promotional; transactional 
C) transactional; customer engagement 
D) informational; transactional 
E) customer engagement; transactional 
A) transformational; promotional 
B) promotional; transactional 
C) transactional; customer engagement 
D) informational; transactional 
E) customer engagement; transactional

Question 12

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Accepted Answer

A) buzz marketing 
B) customerization 
C) viral marketing 
D) "liking" 
E) permission marketing 
A) buzz marketing 
B) customerization 
C) viral marketing 
D) "liking" 
E) permission marketing

Question 13

-Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes)on its website (the third metric above in the dashboard).This is done by tracking the average visits per unique monthly visitor (the first metric above)and the average time spent per visit,in minutes,(the second metric above)that is displayed on its marketing dashboard.For 2012 or "B," what was the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?

Accepted Answer

A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined 
A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined

Question 14

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Accepted Answer

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

Question 15

Which of the following characteristics of online shopping contributes to its convenience?

Accepted Answer

A) Customers don't have to fight traffic,find a parking space,walk long aisles,or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace. 
A) Customers don't have to fight traffic,find a parking space,walk long aisles,or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace.

Question 16

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Accepted Answer

A) 50 percent; women between the ages of 45 and 65 
B) 40 percent; teenagers from 13 to 17 
C) 30 percent; mature women 50 years and older 
D) 25 percent; customers from rural communities 
E) 60 percent; men 
A) 50 percent; women between the ages of 45 and 65 
B) 40 percent; teenagers from 13 to 17 
C) 30 percent; mature women 50 years and older 
D) 25 percent; customers from rural communities 
E) 60 percent; men

Question 17

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience 
A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience

Question 18

Spam refers to

Accepted Answer

A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private,secret,and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet. 
A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private,secret,and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet.

Question 19

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Accepted Answer

A) viral marketing. 
B) buzz. 
C) data mining. 
D) behavioral targeting. 
E) spyware. 
A) viral marketing. 
B) buzz. 
C) data mining. 
D) behavioral targeting. 
E) spyware.

Question 20

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The marketspace allows marketers to enha

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

The relationship between the interactive communication capabilities of the Internet and customization is that

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Which of the following characteristics of online shopping contributes to its convenience?

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Spam refers to

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

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

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

The relationship between the interactive communication capabilities of the Internet and customization is that

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n)__________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Which of the following characteristics of online shopping contributes to its convenience?

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Spam refers to

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

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

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.