Question 1

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

Accepted Answer

A) a matter of minutes. 
B) real time. 
C) about 24 hours. 
D) a few months' time,after quarterly reports are compiled. 
E) time for a subsequent purchase. 
A) a matter of minutes. 
B) real time. 
C) about 24 hours. 
D) a few months' time,after quarterly reports are compiled. 
E) time for a subsequent purchase.

Question 2

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

Accepted Answer

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

Question 3

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Accepted Answer

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

Question 4

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize 
A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize

Question 5

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con

Question 6

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Accepted Answer

A) nutritional value 
B) a hassle-free eating experience 
C) a great social experience 
D) less time and cash invested 
E) friendly environment 
A) nutritional value 
B) a hassle-free eating experience 
C) a great social experience 
D) less time and cash invested 
E) friendly environment

Question 7

From an interactive marketing perspective,________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience 
A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience

Question 8

Online buyers of consumer electronics can shop websites like QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Accepted Answer

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

Question 9

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.

Question 10

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

Accepted Answer

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

Question 11

Stickiness Marketing Dashboard
  
-Consider the Stickiness Marketing Dashboard above for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2014 where would Arrow B be shown,as the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?

Accepted Answer

A) 4)0 minutes 
B) 6)0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined 
A) 4)0 minutes 
B) 6)0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined

Question 12

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Accepted Answer

A) consumer responsibility. 
B) closer global alliances. 
C) web communities. 
D) social responsibility. 
E) courteous online dialogue. 
A) consumer responsibility. 
B) closer global alliances. 
C) web communities. 
D) social responsibility. 
E) courteous online dialogue.

Question 13

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

Accepted Answer

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

Question 14

Frank needs to buy a new car.Before visiting a showroom,however,he logs onto www.autobytel.com.Here,he can compare the attributes of various makes and models,find information about the prices of various option packages,and learn the manufacturer's suggested retail prices for different cars.After deciding on the car he wants to buy,Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants.Because Frank is so informed about prices,he is able to make a deal that is several hundred dollars less than the salesperson's best offer.Frank's car-buying experience illustrates which reason consumers shop online?

Accepted Answer

A) convenience 
B) communication 
C) customization 
D) choice 
E) control 
A) convenience 
B) communication 
C) customization 
D) choice 
E) control

Question 15

Customization refers to

Accepted Answer

A) the specialization in one very small but highly sought out specialty item. 
B) Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. 
C) the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer. 
D) items that are unique in every dimension to minimize feature bloat. 
E) novelty items used as sales promotions such as cups,hats,etc. ,that will be imprinted with a company logo and use the company colors and slogans if applicable. 
A) the specialization in one very small but highly sought out specialty item. 
B) Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. 
C) the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer. 
D) items that are unique in every dimension to minimize feature bloat. 
E) novelty items used as sales promotions such as cups,hats,etc. ,that will be imprinted with a company logo and use the company colors and slogans if applicable.

Question 16

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy. 
A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy.

Question 17

Pizza Hut's management team uses a(n)________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A) Gantt chart 
B) market-product grid 
C) marketing dashboard 
D) information screen 
E) BCG matrix 
A) Gantt chart 
B) market-product grid 
C) marketing dashboard 
D) information screen 
E) BCG matrix

Question 18

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Accepted Answer

A) chatbots. 
B) choice assistance. 
C) sales promotions. 
D) adaptive selling. 
E) bot assistance. 
A) chatbots. 
B) choice assistance. 
C) sales promotions. 
D) adaptive selling. 
E) bot assistance.

Question 19

In marketspace,buzz refers to

Accepted Answer

A) instant messaging. 
B) Facebook posting or tweeting. 
C) word-of-mouth behavior. 
D) firm-based viral marketing. 
E) negative online ads. 
A) instant messaging. 
B) Facebook posting or tweeting. 
C) word-of-mouth behavior. 
D) firm-based viral marketing. 
E) negative online ads.

Question 20

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Accepted Answer

A) time utility 
B) price utility 
C) form utility 
D) possession utility 
E) place utility 
A) time utility 
B) price utility 
C) form utility 
D) possession utility 
E) place utility

Exam 21: Implementing Interactive and Multichannel Marketing

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

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

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

From an interactive marketing perspective,________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Online buyers of consumer electronics can shop websites like QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Multichannel marketing refers to

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

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

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

Customization refers to

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Pizza Hut's management team uses a(n)________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

In marketspace,buzz refers to

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

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