Question 1

A cross-channel consumer is

Accepted Answer

A) an online consumer who shops online but buys offline,or shops offline but buys online. 
B) the online consumer who purchases a product online and then returns it to a retail store for store credit. 
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D) a consumer from one country who makes online purchases from a company in a different country. 
E) when a consumer visits a retail store to inspect merchandise,but then purchases the merchandise. 
A) an online consumer who shops online but buys offline,or shops offline but buys online. 
B) the online consumer who purchases a product online and then returns it to a retail store for store credit. 
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D) a consumer from one country who makes online purchases from a company in a different country. 
E) when a consumer visits a retail store to inspect merchandise,but then purchases the merchandise.

Question 2

Word-of-mouth behavior in marketspace is referred to as

Accepted Answer

A) tweets. 
B) buzz. 
C) instant messaging. 
D) blogging. 
E) likes. 
A) tweets. 
B) buzz. 
C) instant messaging. 
D) blogging. 
E) likes.

Question 3

In terms of the online customer experience,content refers to

Accepted Answer

A) a website's capabilities to enable commercial transactions. 
B) all the digital information on a website-text,video,audio,and graphics. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website. 
A) a website's capabilities to enable commercial transactions. 
B) all the digital information on a website-text,video,audio,and graphics. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website.

Question 4

Bots contribute to the convenience of online shopping because they

Accepted Answer

A) reduce time spent online. 
B) allow customers to make online comparisons of prices and product features. 
C) permit customers to design one-of-a-kind items that fit their specific needs. 
D) allow customers to engage in an electronic dialogue with marketers. 
E) offer customers almost any product or service they want. 
A) reduce time spent online. 
B) allow customers to make online comparisons of prices and product features. 
C) permit customers to design one-of-a-kind items that fit their specific needs. 
D) allow customers to engage in an electronic dialogue with marketers. 
E) offer customers almost any product or service they want.

Question 5

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

Accepted Answer

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

Question 6

Among popular purchases online,one kind of product consists of items for which product information is an important part of the purchase decision,but prepurchase trial is not necessarily critical.This includes items such as

Accepted Answer

A) music and videos. 
B) computers. 
C) books. 
D) unique items. 
E) gifts. 
A) music and videos. 
B) computers. 
C) books. 
D) unique items. 
E) gifts.

Question 7

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Accepted Answer

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

Question 8

Permission marketing is dependent on the ________ of the customer.

Accepted Answer

A) acceptance of cookies 
B) opt-in 
C) sales data 
D) consumer segment 
E) selling context 
A) acceptance of cookies 
B) opt-in 
C) sales data 
D) consumer segment 
E) selling context

Question 9

Chatbots can be used to provide the ________ website design element,mimicking human conversation using artificial intelligence.

Accepted Answer

A) convenience 
B) connection 
C) control 
D) community 
E) communication 
A) convenience 
B) connection 
C) control 
D) community 
E) communication

Question 10

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size,aspirations,and riding habits.

Accepted Answer

A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit 
A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit

Question 11

Online consumers are considered empowered consumers because

Accepted Answer

A) products and services purchased online often cost less than in a retail store. 
B) online shopping does not require that they fight traffic,find a parking space,walk long store aisles,and wait in line at checkout. 
C) they use technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions. 
D) there are websites for almost any product or service they want. 
E) they can engage in an electronic dialogue with marketers. 
A) products and services purchased online often cost less than in a retail store. 
B) online shopping does not require that they fight traffic,find a parking space,walk long store aisles,and wait in line at checkout. 
C) they use technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions. 
D) there are websites for almost any product or service they want. 
E) they can engage in an electronic dialogue with marketers.

Question 12

Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.

Accepted Answer

A) driving vehicles owned by friends or family 
B) creating a new household budget 
C) developing a negotiation technique 
D) researching cars online 
E) getting new-car recommendations from personal sources 
A) driving vehicles owned by friends or family 
B) creating a new household budget 
C) developing a negotiation technique 
D) researching cars online 
E) getting new-car recommendations from personal sources

Question 13

List the six reasons consumers shop and buy online.

Accepted Answer

The six reasons consumers shop

Question 14

A recent Pew Internet and American Life Project poll reported that ________ percent of online consumers have privacy and security concerns about the Internet.

Accepted Answer

A) 15 
B) 28 
C) 46 
D) 63 
E) 76 
A) 15 
B) 28 
C) 46 
D) 63 
E) 76

Question 15

What is the standard for measuring a meaningful marketspace company presence?

Accepted Answer

A) the sales compared to the marketplace alternative in a multichannel marketing context 
B) the quality of the website design 
C) the shopping cart 
D) the quality of the customer experience 
E) the eight-second rule 
A) the sales compared to the marketplace alternative in a multichannel marketing context 
B) the quality of the website design 
C) the shopping cart 
D) the quality of the customer experience 
E) the eight-second rule

Question 16

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Accepted Answer

A) blogs. 
B) web communities. 
C) buzz. 
D) chat oases. 
E) web cafés. 
A) blogs. 
B) web communities. 
C) buzz. 
D) chat oases. 
E) web cafés.

Question 17

Electronic junk mail or unsolicited e-mail are referred to as

Accepted Answer

A) trash mail. 
B) phishing. 
C) virus marketing. 
D) spam. 
E) viral marketing. 
A) trash mail. 
B) phishing. 
C) virus marketing. 
D) spam. 
E) viral marketing.

Question 18

What technology allows marketers to capture website visitor information,including expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Accepted Answer

A) spam 
B) spiders 
C) vloggers 
D) cookies 
E) trackers 
A) spam 
B) spiders 
C) vloggers 
D) cookies 
E) trackers

Question 19

Among popular purchases online,one kind of product consists of items like computers,consumer electronics,and books for which

Accepted Answer

A) digital delivery is an important factor as well as post-purchase support services. 
B) price and speed of delivery are the determinant sales factors. 
C) convenience is very important,even more so than price or quality. 
D) product information is an important part of the purchase decision but prepurchase trial is not necessarily critical. 
E) price and delivery time are not key factors,but product warranties are very important. 
A) digital delivery is an important factor as well as post-purchase support services. 
B) price and speed of delivery are the determinant sales factors. 
C) convenience is very important,even more so than price or quality. 
D) product information is an important part of the purchase decision but prepurchase trial is not necessarily critical. 
E) price and delivery time are not key factors,but product warranties are very important.

Question 20

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends,and this has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using ________ to promote its theme park.

Accepted Answer

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

Exam 21: Implementing Interactive and Multichannel Marketing

A cross-channel consumer is

Word-of-mouth behavior in marketspace is referred to as

In terms of the online customer experience,content refers to

Bots contribute to the convenience of online shopping because they

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

Among popular purchases online,one kind of product consists of items for which product information is an important part of the purchase decision,but prepurchase trial is not necessarily critical.This includes items such as

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Permission marketing is dependent on the ________ of the customer.

Chatbots can be used to provide the ________ website design element,mimicking human conversation using artificial intelligence.

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size,aspirations,and riding habits.

Online consumers are considered empowered consumers because

Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.

List the six reasons consumers shop and buy online.

A recent Pew Internet and American Life Project poll reported that ________ percent of online consumers have privacy and security concerns about the Internet.

What is the standard for measuring a meaningful marketspace company presence?

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Electronic junk mail or unsolicited e-mail are referred to as

What technology allows marketers to capture website visitor information,including expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Among popular purchases online,one kind of product consists of items like computers,consumer electronics,and books for which

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

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