Question 1

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market

Question 2

The key difference between the traditional marketplace and the new marketspace is that the latter is a ________ exchange environment.

Accepted Answer

A) tangible 
B) competitive 
C) physical 
D) material 
E) digital 
A) tangible 
B) competitive 
C) physical 
D) material 
E) digital

Question 3

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

Accepted Answer

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

Question 4

Pizza Hut's program to identify a summer intern,or ________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Accepted Answer

A) Trusttern 
B) Twintern 
C) Stutern 
D) Brandtern 
E) Blogtern 
A) Trusttern 
B) Twintern 
C) Stutern 
D) Brandtern 
E) Blogtern

Question 5

According to the Federal Trade Commission,________ percent of fraud complaints are Internet-related,costing consumers $560 million.

Accepted Answer

A) very few 
B) about half of 
C) about 10 percent of 
D) nearly all 
E) about three-quarters of all 
A) very few 
B) about half of 
C) about 10 percent of 
D) nearly all 
E) about three-quarters of all

Question 6

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Accepted Answer

A) reputation for customized detailing of the finest motorcycles in competitive racing. 
B) commitment to incorporating individual customer input for every single bike. 
C) unique antitheft electronic GPS tracer built into every frame. 
D) creativity promise,guaranteeing that the color (paint job)is completely unique for each touring bike it makes. 
E) "one product-one market" segmentation strategy,in which all bikes are exactly alike. 
A) reputation for customized detailing of the finest motorcycles in competitive racing. 
B) commitment to incorporating individual customer input for every single bike. 
C) unique antitheft electronic GPS tracer built into every frame. 
D) creativity promise,guaranteeing that the color (paint job)is completely unique for each touring bike it makes. 
E) "one product-one market" segmentation strategy,in which all bikes are exactly alike.

Question 7

Seven Cycles uses ________ to create customer value,build relationships,and produce customer experiences in novel ways.

Accepted Answer

A) the Internet 
B) just-in-time delivery 
C) marketing dashboards 
D) logistics management 
E) its own retail stores exclusively 
A) the Internet 
B) just-in-time delivery 
C) marketing dashboards 
D) logistics management 
E) its own retail stores exclusively

Question 8

In terms of the online customer experience,commerce refers to

Accepted Answer

A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers,distributors,and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services. 
A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers,distributors,and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services.

Question 9

Matthew is planning a trip to Mexico for spring break.One night about midnight,he decides to visit Orbitz,an airline,car rental,and lodging electronic reservation system,to book his flight using the computer in his dorm room.It takes him about five seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him.Matt is on a tight budget,so he checks the price of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests aisle seats on his two-stop connection because they best meet his budget and scheduling preferences.After making the selections,he receives instantaneous confirmation of his reservation.Orbitz then prompts Matt to provide his credit card information to complete the booking process.After providing his credit card number,he prints a copy of his receipt and itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matt by contributing to which of the following form(s)of utility?

Accepted Answer

A) time utility 
B) place utility 
C) possession utility 
D) form utility 
E) all four utilities: time,place,possession,and form 
A) time utility 
B) place utility 
C) possession utility 
D) form utility 
E) all four utilities: time,place,possession,and form

Question 10

Dynamic pricing is typically used for pricing

Accepted Answer

A) products and services that cannot be purchased in a retail store. 
B) the very latest items such as new season fashions. 
C) time-sensitive items such as airline seats. 
D) high demand products or services that are expected to sell out quickly. 
E) electronic services such as computer repair. 
A) products and services that cannot be purchased in a retail store. 
B) the very latest items such as new season fashions. 
C) time-sensitive items such as airline seats. 
D) high demand products or services that are expected to sell out quickly. 
E) electronic services such as computer repair.

Question 11

In terms of the online customer experience,customization refers to

Accepted Answer

A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B) the website's ability to conduct sales transactions for products and services. 
C) an interactive,Internet-enabled system that allows individual customers to design their own products and services. 
D) a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design. 
E) the ability of a website to modify itself to,or be modified by,each individual user. 
A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B) the website's ability to conduct sales transactions for products and services. 
C) an interactive,Internet-enabled system that allows individual customers to design their own products and services. 
D) a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design. 
E) the ability of a website to modify itself to,or be modified by,each individual user.

Question 12

According to Ian Wolfman,Pizza Hut chief marketing officer,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high ________ and high ________."

Accepted Answer

A) trust;transactions 
B) levels of communication;brand awareness 
C) customer loyalty;consumer expectations 
D) customer interaction;product awareness 
E) customer value;mutual respect 
A) trust;transactions 
B) levels of communication;brand awareness 
C) customer loyalty;consumer expectations 
D) customer interaction;product awareness 
E) customer value;mutual respect

Question 13

What is the marketspace?

Accepted Answer

The marketspace is an Internet

Question 14

Collaborative filtering refers to

Accepted Answer

A) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
C) 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. 
D) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
C) 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. 
D) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 15

Showrooming refers to

Accepted Answer

A) areas in retail stores where point-of-purchase displays are used to show goods for sale. 
B) an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product. 
C) competition among retail firms in different types of businesses but which sell the same product. 
D) retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs,television home shopping,and online retailing. 
E) the practice of examining products in a store and then buying them online for a cheaper price. 
A) areas in retail stores where point-of-purchase displays are used to show goods for sale. 
B) an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product. 
C) competition among retail firms in different types of businesses but which sell the same product. 
D) retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs,television home shopping,and online retailing. 
E) the practice of examining products in a store and then buying them online for a cheaper price.

Question 16

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines;they sometimes use online shopping for

Accepted Answer

A) customerization. 
B) control. 
C) convenience. 
D) utilitarianism. 
E) marketplace value. 
A) customerization. 
B) control. 
C) convenience. 
D) utilitarianism. 
E) marketplace value.

Question 17

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is following a(n)________ strategy.

Accepted Answer

A) cross-functional 
B) interlocking marketing 
C) multichannel marketing 
D) dual distribution 
E) market penetration 
A) cross-functional 
B) interlocking marketing 
C) multichannel marketing 
D) dual distribution 
E) market penetration

Question 18

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.

Accepted Answer

A) wiki 
B) social media 
C) choiceboard 
D) cookie 
E) collaborative filter 
A) wiki 
B) social media 
C) choiceboard 
D) cookie 
E) collaborative filter

Question 19

The solicitation of a consumer's consent (called "opt-in")to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A) collaborative marketing. 
B) personalization. 
C) viral marketing. 
D) a choiceboard. 
E) permission marketing. 
A) collaborative marketing. 
B) personalization. 
C) viral marketing. 
D) a choiceboard. 
E) permission marketing.

Question 20

Consumers and companies populate two market environments today.One is the traditional ________ and the other is the

Accepted Answer

A) extranet;intranet. 
B) superstore;hypermarket. 
C) marketplace;marketspace. 
D) shopping mall;virtual mall. 
E) online store;virtual store. 
A) extranet;intranet. 
B) superstore;hypermarket. 
C) marketplace;marketspace. 
D) shopping mall;virtual mall. 
E) online store;virtual store.

Exam 21: Implementing Interactive and Multichannel Marketing

Define and explain the importance of the eight-second rule.

The key difference between the traditional marketplace and the new marketspace is that the latter is a ________ exchange environment.

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

Pizza Hut's program to identify a summer intern,or ________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

According to the Federal Trade Commission,________ percent of fraud complaints are Internet-related,costing consumers $560 million.

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Seven Cycles uses ________ to create customer value,build relationships,and produce customer experiences in novel ways.

In terms of the online customer experience,commerce refers to

Dynamic pricing is typically used for pricing

In terms of the online customer experience,customization refers to

According to Ian Wolfman,Pizza Hut chief marketing officer,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high ________ and high ________."

What is the marketspace?

Collaborative filtering refers to

Showrooming refers to

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines;they sometimes use online shopping for

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is following a(n)________ strategy.

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.

The solicitation of a consumer's consent (called "opt-in")to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Consumers and companies populate two market environments today.One is the traditional ________ and the other is the

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

According to Ian Wolfman,Pizza Hut chief marketing officer,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high and high ."