Question 1

The most preferred device used for online shopping and buying is

Accepted Answer

A) a smartphone. 
B) a tablet. 
C) a store kiosk. 
D) a laptop or desktop computer. 
E) The majority of people have no preference for device. 
A) a smartphone. 
B) a tablet. 
C) a store kiosk. 
D) a laptop or desktop computer. 
E) The majority of people have no preference for device.

Question 2

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 3

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A) digital consumers. 
B) online consumers. 
C) cyberspace consumers. 
D) cross-channel consumers. 
E) multichannel consumers. 
A) digital consumers. 
B) online consumers. 
C) cyberspace consumers. 
D) cross-channel consumers. 
E) multichannel consumers.

Question 4

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel,automobiles,and prescription medications)in 2021.

Accepted Answer

A) $200 million 
B) $900 million 
C) $40 billion 
D) $200 billion 
E) $500 billion 
A) $200 million 
B) $900 million 
C) $40 billion 
D) $200 billion 
E) $500 billion

Question 5

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is

Accepted Answer

A) convenience. 
B) choice. 
C) cost. 
D) customization. 
E) control. 
A) convenience. 
B) choice. 
C) cost. 
D) customization. 
E) control.

Question 6

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes which reason 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 7

About ________ percent of U.S.online shoppers have engaged in showrooming for one or more products.

Accepted Answer

A) 10 
B) 25 
C) 33 
D) 40 
E) 75 
A) 10 
B) 25 
C) 33 
D) 40 
E) 75

Question 8

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)

Accepted Answer

A) extranet. 
B) intranet. 
C) marketplace. 
D) marketspace. 
E) web portal. 
A) extranet. 
B) intranet. 
C) marketplace. 
D) marketspace. 
E) web portal.

Question 9

Define a cross-channel consumer,and explain why they are important to marketers.

Accepted Answer

A cross-channel consumer is an online co

Question 10

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as

Accepted Answer

A) customerization. 
B) viral marketing. 
C) communication. 
D) spam. 
E) buzz. 
A) customerization. 
B) viral marketing. 
C) communication. 
D) spam. 
E) buzz.

Question 11

The term ________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Accepted Answer

A) not-in 
B) consent-out 
C) opt-out 
D) permission-denied 
E) authorization-denied 
A) not-in 
B) consent-out 
C) opt-out 
D) permission-denied 
E) authorization-denied

Question 12

Careerbuilder.com has made its Monk-e-mail site,which allows users to send personalized,private-themed e-cards for all occasions,so compelling that more than 100 million Monk-e-mails have been sent since 2006.Careerbuilder.com is using ________ to promote its services.

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 13

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 is referred to as

Accepted Answer

A) multichannel marketing. 
B) strategic channel alliances. 
C) dual-track reselling. 
D) dual distribution. 
E) retail segmentation. 
A) multichannel marketing. 
B) strategic channel alliances. 
C) dual-track reselling. 
D) dual distribution. 
E) retail segmentation.

Question 14

Although Recreational Equipment,Inc.(www.rei.com)has typical retail store hours,35 percent of its orders are placed between the hours of 10 p.m.and 7 a.m.This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

A) time utility. 
B) place utility. 
C) possession utility. 
D) form utility. 
E) access utility. 
A) time utility. 
B) place utility. 
C) possession utility. 
D) form utility. 
E) access utility.

Question 15

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought... ," you are seeing the application of

Accepted Answer

A) choiceboards. 
B) adaptive selling. 
C) multichannel marketing. 
D) personalization 
E) collaborative filtering. 
A) choiceboards. 
B) adaptive selling. 
C) multichannel marketing. 
D) personalization 
E) collaborative filtering.

Question 16

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 10 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 sad or depressed. 
A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 10 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 sad or depressed.

Question 17

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction.It has more than 300,000 members who can share,create,and moderate content,as well as recommend products.This website is an example of

Accepted Answer

A) spam. 
B) a shopping bot. 
C) a web community. 
D) a blog. 
E) a web café. 
A) spam. 
B) a shopping bot. 
C) a web community. 
D) a blog. 
E) a web café.

Question 18

The General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Question 19

iVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management,and relationships.This website is an example of

Accepted Answer

A) spam. 
B) a shopping bot. 
C) a web community. 
D) a blog. 
E) a web café. 
A) spam. 
B) a shopping bot. 
C) a web community. 
D) a blog. 
E) a web café.

Question 20

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a ________ consumer.

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

Exam 21: Implementing Interactive and Multichannel Marketing

The most preferred device used for online shopping and buying is

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

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel,automobiles,and prescription medications)in 2021.

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes which reason consumers buy and shop online?

About ________ percent of U.S.online shoppers have engaged in showrooming for one or more products.

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)

Define a cross-channel consumer,and explain why they are important to marketers.

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as

The term ________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Careerbuilder.com has made its Monk-e-mail site,which allows users to send personalized,private-themed e-cards for all occasions,so compelling that more than 100 million Monk-e-mails have been sent since 2006.Careerbuilder.com is using ________ to promote its services.

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 is referred to as

Although Recreational Equipment,Inc.(www.rei.com)has typical retail store hours,35 percent of its orders are placed between the hours of 10 p.m.and 7 a.m.This shows how electronic commerce contributes to customer value through the creation of

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought... ," you are seeing the application of

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

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction.It has more than 300,000 members who can share,create,and moderate content,as well as recommend products.This website is an example of

The General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.This shows how electronic commerce contributes to customer value through the creation of

iVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management,and relationships.This website is an example of

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a ________ consumer.

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