Question 1

In terms of the online customer experience,content refers to

Accepted Answer

A) a website's capabilities to enable commercial transactions. 
B) the text,pictures,sound,and videos that the website contains. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website. 
A) a website's capabilities to enable commercial transactions. 
B) the text,pictures,sound,and videos that the website contains. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website.

Question 2

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

Accepted Answer

A) community 
B) content 
C) commerce 
D) context 
E) connection 
A) community 
B) content 
C) commerce 
D) context 
E) connection

Question 3

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Accepted Answer

A) 15 
B) 28 
C) 34 
D) 56 
E) 76 
A) 15 
B) 28 
C) 34 
D) 56 
E) 76

Question 4

-Consider the UMD18: 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 2011 or "A," 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) 4.5 minutes 
C) 7.5 minutes 
D) 9.0 minutes 
E) cannot be determined 
A) 4.0 minutes 
B) 4.5 minutes 
C) 7.5 minutes 
D) 9.0 minutes 
E) cannot be determined

Question 5

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

Accepted Answer

A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit 
A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit

Question 6

List the six reasons why consumers shop and buy online.

Accepted Answer

The six reasons consumers shop

Question 7

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

Accepted Answer

A) communication 
B) commerce 
C) customization 
D) connection 
E) context 
A) communication 
B) commerce 
C) customization 
D) connection 
E) context

Question 8

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Accepted Answer

A) bots 
B) cookies 
C) spiders 
D) spam 
E) interstitials 
A) bots 
B) cookies 
C) spiders 
D) spam 
E) interstitials

Question 9

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A) context; content 
B) communication; context 
C) commerce; customization 
D) communication; connection 
E) content; communications 
A) context; content 
B) communication; context 
C) commerce; customization 
D) communication; connection 
E) content; communications

Question 10

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A) With the exception of the setting used to make the exchange (online versus retail store),the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular,a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40. 
D) Although growing in total sales revenues,the percentage of online sales is actually beginning to decline due to the downturn in the economy. 
E) Many people are "put off" by the difficulty in navigating many new websites-the numerous steps needed to make an online purchase; they want to simply "point and click" and be done with it. 
A) With the exception of the setting used to make the exchange (online versus retail store),the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular,a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40. 
D) Although growing in total sales revenues,the percentage of online sales is actually beginning to decline due to the downturn in the economy. 
E) Many people are "put off" by the difficulty in navigating many new websites-the numerous steps needed to make an online purchase; they want to simply "point and click" and be done with it.

Question 11

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

A) viral marketing 
B) opt-out marketing 
C) customerization 
D) niche marketing 
E) buzz marketing 
A) viral marketing 
B) opt-out marketing 
C) customerization 
D) niche marketing 
E) buzz marketing

Question 12

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

Accepted Answer

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

Question 13

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

Accepted Answer

A) finds the Internet more of a distraction,interrupting time that she could spend with her family 
B) goes online with a specific task or goal in mind 
C) spends an average of almost 20 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health 
A) finds the Internet more of a distraction,interrupting time that she could spend with her family 
B) goes online with a specific task or goal in mind 
C) spends an average of almost 20 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health

Question 14

The eight-second rule refers to the view that

Accepted Answer

A) if a website doesn't attract a consumer's attention in the first eight seconds,the consumer will move on to a different site. 
B) customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C) any online purchase should take no more than eight seconds to complete. 
D) prospective customers will not wait longer than eight seconds for a response in a chat room. 
E) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
A) if a website doesn't attract a consumer's attention in the first eight seconds,the consumer will move on to a different site. 
B) customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C) any online purchase should take no more than eight seconds to complete. 
D) prospective customers will not wait longer than eight seconds for a response in a chat room. 
E) 50 percent of online consumers will spend less than eight seconds "surfing" a website.

Question 15

Compared to the general population,the profile of online consumers tend to be

Accepted Answer

A) younger,more educated,more affluent and equally male and female. 
B) younger,more educated,conservative,and male. 
C) younger,more educated,socially conscious,and female. 
D) older,less educated,less affluent,and male. 
E) older,more educated,more affluent,and female. 
A) younger,more educated,more affluent and equally male and female. 
B) younger,more educated,conservative,and male. 
C) younger,more educated,socially conscious,and female. 
D) older,less educated,less affluent,and male. 
E) older,more educated,more affluent,and female.

Question 16

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

Accepted Answer

A) 1 
B) 2 
C) 5 
D) 10 
E) 25 
A) 1 
B) 2 
C) 5 
D) 10 
E) 25

Question 17

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

Accepted Answer

A) collaborative marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing 
A) collaborative marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing

Question 18

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Accepted Answer

A) village 
B) community 
C) district 
D) area 
E) population 
A) village 
B) community 
C) district 
D) area 
E) population

Question 19

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Accepted Answer

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

Question 20

Cookies refer to

Accepted Answer

A) computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website. 
B) embedded programs that flash split-second subliminal messages at regular intervals. 
C) benign links that direct a customer to alternate websites that might be of interest to them. 
D) embedded programs that follow a user's path from one site to another in order to predict where a customer will go next-and take him/her there. 
E) spyware used to secretly retrieve personal information from a person's computer. 
A) computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website. 
B) embedded programs that flash split-second subliminal messages at regular intervals. 
C) benign links that direct a customer to alternate websites that might be of interest to them. 
D) embedded programs that follow a user's path from one site to another in order to predict where a customer will go next-and take him/her there. 
E) spyware used to secretly retrieve personal information from a person's computer.

In terms of the online customer experience,content refers to

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

List the six reasons why consumers shop and buy online.

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Pizza Hut's website and are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Which of the following statements regarding online consumers is most accurate?

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

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

The eight-second rule refers to the view that

Compared to the general population,the profile of online consumers tend to be

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

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

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Cookies refer to

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

In terms of the online customer experience,content refers to

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

List the six reasons why consumers shop and buy online.

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Which of the following statements regarding online consumers is most accurate?

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

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

The eight-second rule refers to the view that

Compared to the general population,the profile of online consumers tend to be

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

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

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Cookies refer to

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's website and are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.