Question 1

Permission marketing refers to

Accepted Answer

A) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to the individual's specific needs and preferences. 
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
A) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to the individual's specific needs and preferences. 
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.

Question 2

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover 14 pictures that make lavish use of color.The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of

Accepted Answer

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

Question 3

The benefit of customization in the online environment is that

Accepted Answer

A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites,which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller. 
A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites,which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller.

Question 4

Which step in implementing multichannel marketing is most challenging?

Accepted Answer

A) establishing subbrands for catalog retailers and direct selling channels 
B) employing communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers. 
C) monitoring and measuring performance in various channels. 
D) creating a website that will engage visitors with interactive experiences. 
E) documenting cross-channel consumer behavior with a customer journey map. 
A) establishing subbrands for catalog retailers and direct selling channels 
B) employing communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers. 
C) monitoring and measuring performance in various channels. 
D) creating a website that will engage visitors with interactive experiences. 
E) documenting cross-channel consumer behavior with a customer journey map.

Question 5

Explain how the Pizza Hut website uses the seven website design elements.

Accepted Answer

The Pizza Hut website uses the seven web

Question 6

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Accepted Answer

Online consumers are the subsegment of a

Question 7

The Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the ________ design element.

Accepted Answer

A) context 
B) choice 
C) community 
D) convenience 
E) connection 
A) context 
B) choice 
C) community 
D) convenience 
E) connection

Question 8

Legacy companies that sell luxury fashions

Accepted Answer

A) offer lower prices and have smaller margins when selling online. 
B) are the fastest growing category in e-commerce. 
C) have been leaders in creating the online experience. 
D) generate the highest profit when they offer discount merchandise only online. 
E) are not likely to sell them online. 
A) offer lower prices and have smaller margins when selling online. 
B) are the fastest growing category in e-commerce. 
C) have been leaders in creating the online experience. 
D) generate the highest profit when they offer discount merchandise only online. 
E) are not likely to sell them online.

Question 9

In terms of the online customer experience,community refers to

Accepted Answer

A) an information system where anyone can post content depending upon his or her level of self-disclosure. 
B) websites that allow people to congregate in online chat rooms to exchange views on topics of common interest. 
C) a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals. 
D) user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships. 
E) a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis. 
A) an information system where anyone can post content depending upon his or her level of self-disclosure. 
B) websites that allow people to congregate in online chat rooms to exchange views on topics of common interest. 
C) a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals. 
D) user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships. 
E) a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.

Question 10

Electronic shopping agents that search 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 11

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 39. 
D) Although growing in total sales revenues,the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are put off by the difficulty in navigating so many new websites. 
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 39. 
D) Although growing in total sales revenues,the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are put off by the difficulty in navigating so many new websites.

Question 12

Choice,a reason customers shop and buy online,has two dimensions.They are

Accepted Answer

A) availability and price. 
B) speed and availability. 
C) wide product or service selection and speed. 
D) choice assistance and speed. 
E) wide product or service selection and choice assistance. 
A) availability and price. 
B) speed and availability. 
C) wide product or service selection and speed. 
D) choice assistance and speed. 
E) wide product or service selection and choice assistance.

Question 13

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

Accepted Answer

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

Question 14

Personalization refers to

Accepted Answer

A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
D) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
D) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 15

Despite challenges,growth in multichannel marketing has resulted in these retailers being expected to account for about ________ percent of U.S.online retail sales in 2021.

Accepted Answer

A) 40 
B) 50 
C) 60 
D) 70 
E) 90 
A) 40 
B) 50 
C) 60 
D) 70 
E) 90

Question 16

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of options.The design of a precise bicycle is made possible through the use of a

Accepted Answer

A) wiki. 
B) cookie. 
C) bot. 
D) choiceboard. 
E) collaborative filter. 
A) wiki. 
B) cookie. 
C) bot. 
D) choiceboard. 
E) collaborative filter.

Question 17

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Accepted Answer

Cookies are computer files that a market

Question 18

Amazon.com is an Internet retailer located in the United States.About 45 percent of its sales are to customers who live outside the United States.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) time and possession utility. 
A) service utility. 
B) place utility. 
C) possession utility. 
D) form utility. 
E) time and possession utility.

Question 19

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

Accepted Answer

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

Question 20

Levi's Japan has a website that caters to those looking to tailor their own denim,allowing customers to choose from different cuts (502 regular wide,505 regular wide,517 boot cut),coloration (dark used,mid used),button and rivet colors (gold,silver,bronze),inseam length,and extra treatments (sanding,paint drips).From start to delivery takes about a month.This describes one example of why consumers shop and shop and buy online,which is

Accepted Answer

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

Exam 21: Implementing Interactive and Multichannel Marketing

Permission marketing refers to

The benefit of customization in the online environment is that

Which step in implementing multichannel marketing is most challenging?

Explain how the Pizza Hut website uses the seven website design elements.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

The Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the ________ design element.

Legacy companies that sell luxury fashions

In terms of the online customer experience,community refers to

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

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

Choice,a reason customers shop and buy online,has two dimensions.They are

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

Personalization refers to

Despite challenges,growth in multichannel marketing has resulted in these retailers being expected to account for about ________ percent of U.S.online retail sales in 2021.

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of options.The design of a precise bicycle is made possible through the use of a

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Amazon.com is an Internet retailer located in the United States.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of

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

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