Question 1

With interactive marketing,

Accepted Answer

A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossible. 
A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossible.

Question 2

When manufacturers market their product lines using transactional websites,they often

Accepted Answer

A) cooperate with marketplace retailers. 
B) run the risk of breaking anti-competitive laws,such as the Clayton Act. 
C) keep their websites as simple as possible. 
D) change their pricing strategy from a skimming to a penetration pricing strategy. 
E) employ the services of Internet warehouses so they do not have to maintain title to the goods. 
A) cooperate with marketplace retailers. 
B) run the risk of breaking anti-competitive laws,such as the Clayton Act. 
C) keep their websites as simple as possible. 
D) change their pricing strategy from a skimming to a penetration pricing strategy. 
E) employ the services of Internet warehouses so they do not have to maintain title to the goods.

Question 3

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Accepted Answer

A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience 
A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience

Question 4

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Accepted Answer

Cookies are computer files that a market

Question 5

Websites designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

Accepted Answer

A) promotional 
B) conventional 
C) intermediary 
D) choiceboard 
E) transactional 
A) promotional 
B) conventional 
C) intermediary 
D) choiceboard 
E) transactional

Question 6

In terms of website design,connection refers to

Accepted Answer

A) the text,pictures,sound,and videos that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the website. 
A) the text,pictures,sound,and videos that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the website.

Question 7

-Consider Figure 18-2 above."G" 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

A company that successfully employs permission marketing adheres to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)__________; and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

Accepted Answer

A) customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 
B) customers will be protected from identity theft for any product purchased from its website 
C) opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors 
D) customers are given the option of opting out,or changing the kind,amount,or timing of information set to them 
E) the firm will never buy marketing lists from other companies that may contain their personal information 
A) customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 
B) customers will be protected from identity theft for any product purchased from its website 
C) opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors 
D) customers are given the option of opting out,or changing the kind,amount,or timing of information set to them 
E) the firm will never buy marketing lists from other companies that may contain their personal information

Question 9

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Accepted Answer

A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers anywhere can shop in the marketspace at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspace. 
A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers anywhere can shop in the marketspace at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspace.

Question 10

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Accepted Answer

A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0 
A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0

Question 11

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

A) service utility. 
B) place utility. 
C) possession utility. 
D) form utility. 
E) possession and place utility. 
A) service utility. 
B) place utility. 
C) possession utility. 
D) form utility. 
E) possession and place utility.

Question 12

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Accepted Answer

A) channel conflict 
B) channel clash 
C) channel chaos 
D) channel divergence 
E) channel discord 
A) channel conflict 
B) channel clash 
C) channel chaos 
D) channel divergence 
E) channel discord

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) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 7 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) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 7 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 interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Accepted Answer

A) chat assistance. 
B) blog assistance. 
C) tweet assistance. 
D) choice assistance. 
E) bot assistance. 
A) chat assistance. 
B) blog assistance. 
C) tweet assistance. 
D) choice assistance. 
E) bot assistance.

Question 15

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets,travel,and flowers and gifts. 
E) Most people buy online when they are depressed. 
A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets,travel,and flowers and gifts. 
E) Most people buy online when they are depressed.

Question 16

According to the eight-second rule,

Accepted Answer

A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds. 
A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds.

Question 17

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Accepted Answer

A) cookies 
B) weblinks 
C) intranets 
D) extranets 
E) bots 
A) cookies 
B) weblinks 
C) intranets 
D) extranets 
E) bots

Question 18

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

Accepted Answer

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

Question 19

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Accepted Answer

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

Question 20

Multichannel marketing refers to

Accepted Answer

A) selling the same product to the same customers under two distinct brand names. 
B) selling the same product to the same customers at two different price points through two different distributors. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D) the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E) the blending of non-electronic communication and delivery channels to counteract the power of online buying. 
A) selling the same product to the same customers under two distinct brand names. 
B) selling the same product to the same customers at two different price points through two different distributors. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D) the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E) the blending of non-electronic communication and delivery channels to counteract the power of online buying.

With interactive marketing,

When manufacturers market their product lines using transactional websites,they often

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Websites designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

In terms of website design,connection refers to

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

A company that successfully employs permission marketing adheres to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)__________; and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

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

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

According to the eight-second rule,

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

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

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Multichannel marketing refers 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

With interactive marketing,

When manufacturers market their product lines using transactional websites,they often

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Websites designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

In terms of website design,connection refers to

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

A company that successfully employs permission marketing adheres to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)__________; and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

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

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

According to the eight-second rule,

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

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

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Multichannel marketing refers 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