Question 1

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Accepted Answer

A)  customization. 
B)  content. 
C)  context. 
D)  connection. 
E)  conductivity. 
A)  customization. 
B)  content. 
C)  context. 
D)  connection. 
E)  conductivity. C

Question 2

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Accepted Answer

A)  contentious relationship 
B)  reciprocity agreement 
C)  joint venture 
D)  franchise contract 
E)  collaborative relationship 
A)  contentious relationship 
B)  reciprocity agreement 
C)  joint venture 
D)  franchise contract 
E)  collaborative relationship E

Question 3

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 nonelectronic 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 nonelectronic communication and delivery channels to counteract the power of online buying. C

Question 4

Essential in implementing multichannel marketing is to

Accepted Answer

A)  provide access to human service representatives to assist in making purchases, regardless of channel. 
B)  encourage shoppers to research online but then buy in store. 
C)  provide information on how items can be used and where they can be purchased primarily online, where most searches start. 
D)  convey a consistent customer experience through consumer touchpoints and messages across channels. 
E)  share information on customer preferences and buying habits with competitors. 
A)  provide access to human service representatives to assist in making purchases, regardless of channel. 
B)  encourage shoppers to research online but then buy in store. 
C)  provide information on how items can be used and where they can be purchased primarily online, where most searches start. 
D)  convey a consistent customer experience through consumer touchpoints and messages across channels. 
E)  share information on customer preferences and buying habits with competitors.

Question 5

Mars, Inc. uses ________ technology to let customers decorate M&M's 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

Question 6

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Accepted Answer

A)  dynamic pricing. 
B)  virtual pricing. 
C)  experience curve pricing. 
D)  skimming pricing. 
E)  elasticity pricing. 
A)  dynamic pricing. 
B)  virtual pricing. 
C)  experience curve pricing. 
D)  skimming pricing. 
E)  elasticity pricing.

Question 7

Cookies are

Accepted Answer

A)  computer files that a marketer can download onto the computer and mobile phone 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 customers to alternate websites that might be of interest to them. 
D)  electronic unsolicited email. 
E)  spyware used to secretly retrieve personal information from a person's computer. 
A)  computer files that a marketer can download onto the computer and mobile phone 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 customers to alternate websites that might be of interest to them. 
D)  electronic unsolicited email. 
E)  spyware used to secretly retrieve personal information from a person's computer.

Question 8

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Accepted Answer

There are five general product and servi

Question 9

About ________ percent of Internet users aged 15 and older shop online in the United States.

Accepted Answer

A)  19 
B)  29 
C)  48 
D)  67 
E)  90 
A)  19 
B)  29 
C)  48 
D)  67 
E)  90

Question 10

Marketers produce a customer experience through seven website design elements, including which of these?

Accepted Answer

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

Question 11

The communication capabilities of Internet-enabled technologies take three forms, one of which is

Accepted Answer

A)  consumer-to-marketer buying and service requests. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges. 
A)  consumer-to-marketer buying and service requests. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges.

Question 12

In terms of 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 13

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

Accepted Answer

A)  communication 
B)  customization 
C)  community 
D)  consent 
E)  commerce 
A)  communication 
B)  customization 
C)  community 
D)  consent 
E)  commerce

Question 14

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

Accepted Answer

A)  audio or video demonstration is important. 
B)  price and delivery time are not key factors. 
C)  digital delivery is an important factor. 
D)  assortment and speed of delivery are the determinant sales factors. 
E)  information about price is important. 
A)  audio or video demonstration is important. 
B)  price and delivery time are not key factors. 
C)  digital delivery is an important factor. 
D)  assortment and speed of delivery are the determinant sales factors. 
E)  information about price is important.

Question 15

The text, video, audio, and graphics that are found on a website are referred to as

Accepted Answer

A)  content. 
B)  context. 
C)  creativity. 
D)  communication. 
E)  connection. 
A)  content. 
B)  context. 
C)  creativity. 
D)  communication. 
E)  connection.

Question 16

Internet-enabled technologies provide communication capabilities that take three forms. They are

Accepted Answer

A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer email notification, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer email notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer email notifications. 
E)  marketer-to-consumer email notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites. 
A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer email notification, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer email notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer email notifications. 
E)  marketer-to-consumer email notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Question 17

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the

Accepted Answer

A)  eight-second rule. 
B)  80/20 principle. 
C)  stickiness principle. 
D)  hierarchy of needs. 
E)  efficiency rule. 
A)  eight-second rule. 
B)  80/20 principle. 
C)  stickiness principle. 
D)  hierarchy of needs. 
E)  efficiency rule.

Question 18

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Accepted Answer

A)  choiceboard. 
B)  permission-based email. 
C)  cookie. 
D)  bot. 
E)  collaborative filter. 
A)  choiceboard. 
B)  permission-based email. 
C)  cookie. 
D)  bot. 
E)  collaborative filter.

Question 19

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

Accepted Answer

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

Question 20

The use of social networks for browsing and buying is called

Accepted Answer

A)  cross-channel shopping. 
B)  marketspace buying. 
C)  personal interaction shopping. 
D)  social commerce. 
E)  sociodigital buying. 
A)  cross-channel shopping. 
B)  marketspace buying. 
C)  personal interaction shopping. 
D)  social commerce. 
E)  sociodigital buying.

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Multichannel marketing refers to

Essential in implementing multichannel marketing is to

Mars, Inc. uses ________ technology to let customers decorate M&M's with personal photos and messages.

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Cookies are

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

About ________ percent of Internet users aged 15 and older shop online in the United States.

Marketers produce a customer experience through seven website design elements, including which of these?

The communication capabilities of Internet-enabled technologies take three forms, one of which is

In terms of the online customer experience, commerce refers to

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

The text, video, audio, and graphics that are found on a website are referred to as

Internet-enabled technologies provide communication capabilities that take three forms. They are

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

The use of social networks for browsing and buying is called

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding 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 and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters

Exam 14: Implementing Interactive and Multichannel Marketing

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Multichannel marketing refers to

Essential in implementing multichannel marketing is to

Mars, Inc. uses ________ technology to let customers decorate M&M's with personal photos and messages.

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Cookies are

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

About ________ percent of Internet users aged 15 and older shop online in the United States.

Marketers produce a customer experience through seven website design elements, including which of these?

The communication capabilities of Internet-enabled technologies take three forms, one of which is

In terms of the online customer experience, commerce refers to

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

The text, video, audio, and graphics that are found on a website are referred to as

Internet-enabled technologies provide communication capabilities that take three forms. They are

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

The use of social networks for browsing and buying is called

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding 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 and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters