Question 1

Figure 21-1
  
-Consider Figure 21-1 above.Box A refers to which of the following website design elements?

Accepted Answer

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

Question 2

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. D

Question 3

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free,travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used

Accepted Answer

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

Question 4

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

Question 5

The ability of a website to modify itself to,or be modified by,each individual user is referred to as

Accepted Answer

A) connection. 
B) communication. 
C) site actualization. 
D) customization. 
E) customerization. 
A) connection. 
B) communication. 
C) site actualization. 
D) customization. 
E) customerization.

Question 6

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

Accepted Answer

A) choice board. 
B) collaborative filter. 
C) individualization. 
D) personalization. 
E) permission marketing. 
A) choice board. 
B) collaborative filter. 
C) individualization. 
D) personalization. 
E) permission marketing.

Question 7

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 8

Individuality and interactivity 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)

Accepted Answer

A) demand product quality and timely service at lower prices than brick-and-mortar stores. 
B) shop confidently without fear of identity theft. 
C) speed up the click-through process with advanced technology. 
D) have a say in the kind of products they buy,the information they receive,and even the prices they pay. 
E) comparison shop with the prices of competitors alongside those of the firm. 
A) demand product quality and timely service at lower prices than brick-and-mortar stores. 
B) shop confidently without fear of identity theft. 
C) speed up the click-through process with advanced technology. 
D) have a say in the kind of products they buy,the information they receive,and even the prices they pay. 
E) comparison shop with the prices of competitors alongside those of the firm.

Question 9

A visitor to WWE.com will find frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background,but there are no links to other websites.The WWE.com website is lacking ________,a website design element that influences customer experience.

Accepted Answer

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

Question 10

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Accepted Answer

Companies have adopted initiatives to de

Question 11

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as

Accepted Answer

A) a choiceboard. 
B) collaborative filtering. 
C) connectivity. 
D) interactive marketing. 
E) personalization. 
A) a choiceboard. 
B) collaborative filtering. 
C) connectivity. 
D) interactive marketing. 
E) personalization.

Question 12

Which of the following transactions occurred in the marketspace?

Accepted Answer

A) Connie sold Discovery Toys creative puzzles at an in-home demonstration. 
B) Amanda bought a brand new pair of TOMS 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) Amanda bought a brand new pair of TOMS 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 13

________ is the practice of examining products in a store and then buying them online for a cheaper price.

Accepted Answer

A) Multichannel retailing 
B) Multichannel searching 
C) Intertype retailing 
D) Showrooming 
E) Intratype retailing 
A) Multichannel retailing 
B) Multichannel searching 
C) Intertype retailing 
D) Showrooming 
E) Intratype retailing

Question 14

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets in a flexible way,in response to supply and demand?

Accepted Answer

A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing 
A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing

Question 15

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 16

Describe why measuring channel performance in multichannel marketing is so difficult.

Accepted Answer

The third step in implementing multichan

Question 17

Bots are

Accepted Answer

A) web pages that serve as a publicly accessible personal journal for an individual or organization. 
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. 
C) electronic shopping agents that search websites to compare prices and product or service features. 
D) filters that reduce the number of unsolicited messages allowed into an individual's e-mail account. 
E) interactive Internet-enabled systems that allow individual customers to design their own products and services. 
A) web pages that serve as a publicly accessible personal journal for an individual or organization. 
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. 
C) electronic shopping agents that search websites to compare prices and product or service features. 
D) filters that reduce the number of unsolicited messages allowed into an individual's e-mail account. 
E) interactive Internet-enabled systems that allow individual customers to design their own products and services.

Question 18

Internet shopping has changed consumer behavior.PsychCentral has an online,interactive quiz to test

Accepted Answer

A) if the shopper understands post-purchase support services. 
B) whether shoppers carefully check price of purchases. 
C) whether shoppers are prepared enough when planning online shopping. 
D) whether shoppers' Internet behavior is,or is becoming,an addiction. 
E) whether shoppers are involved online shoppers. 
A) if the shopper understands post-purchase support services. 
B) whether shoppers carefully check price of purchases. 
C) whether shoppers are prepared enough when planning online shopping. 
D) whether shoppers' Internet behavior is,or is becoming,an addiction. 
E) whether shoppers are involved online shoppers.

Question 19

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 to a chat. 
D) 50 percent of online consumers will spend less than eight seconds viewing a single webpage. 
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 to a chat. 
D) 50 percent of online consumers will spend less than eight seconds viewing a single webpage. 
E) customers will abandon a website if download time exceeds eight seconds.

Question 20

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Accepted Answer

A) personalization. 
B) digitalization. 
C) normalization. 
D) intermediation 
E) innovation. 
A) personalization. 
B) digitalization. 
C) normalization. 
D) intermediation 
E) innovation.

Exam 21: Implementing Interactive and Multichannel Marketing

Figure 21-1 -Consider Figure 21-1 above.Box A refers to which of the following website design elements?

Essential in implementing multichannel marketing is to

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

The ability of a website to modify itself to,or be modified by,each individual user is referred to as

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

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

Individuality and interactivity 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)

A visitor to WWE.com will find frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background,but there are no links to other websites.The WWE.com website is lacking ________,a website design element that influences customer experience.

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as

Which of the following transactions occurred in the marketspace?

________ is the practice of examining products in a store and then buying them online for a cheaper price.

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets in a flexible way,in response to supply and demand?

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

Describe why measuring channel performance in multichannel marketing is so difficult.

Bots are

Internet shopping has changed consumer behavior.PsychCentral has an online,interactive quiz to test

According to the eight-second rule,

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

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

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters