Question 1

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Accepted Answer

A) dynamic pricing. 
B) virtual pricing. 
C) experience curve pricing. 
D) skimming pricing. 
E) elasticity pricing. 
A) dynamic pricing. 
B) virtual pricing. 
C) experience curve pricing. 
D) skimming pricing. 
E) elasticity pricing.

Question 2

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A) context and content 
B) communication and context 
C) commerce and customization 
D) communication and connection 
E) content and communications 
A) context and content 
B) communication and context 
C) commerce and customization 
D) communication and connection 
E) content and communications

Question 3

One popular kind of product purchased online consists of highly standardized products and services,such as home furnishings,automotive products,and casual apparel for which

Accepted Answer

A) audio or video demonstration is important. 
B) price and delivery time are not key factors. 
C) digital delivery is an important factor. 
D) assortment and speed of delivery are the determinant sales factors. 
E) information about price is important. 
A) audio or video demonstration is important. 
B) price and delivery time are not key factors. 
C) digital delivery is an important factor. 
D) assortment and speed of delivery are the determinant sales factors. 
E) information about price is important.

Question 4

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Accepted Answer

A) opt-in. 
B) e-consent. 
C) a cookie. 
D) spam. 
E) e-authorization. 
A) opt-in. 
B) e-consent. 
C) a cookie. 
D) spam. 
E) e-authorization.

Question 5

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Accepted Answer

A) context 
B) customization 
C) content 
D) communication 
E) connection 
A) context 
B) customization 
C) content 
D) communication 
E) connection

Question 6

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.

Accepted Answer

A) E-consent 
B) NetChoice 
C) NetAgreement 
D) Opt-in 
E) E-authorization 
A) E-consent 
B) NetChoice 
C) NetAgreement 
D) Opt-in 
E) E-authorization

Question 7

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.

Accepted Answer

A) choice and control 
B) cost and convenience 
C) interactivity and individuality 
D) communication and information 
E) choice boards and collaborative filtering 
A) choice and control 
B) cost and convenience 
C) interactivity and individuality 
D) communication and information 
E) choice boards and collaborative filtering

Question 8

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds,which is referred to as

Accepted Answer

A) the stickiness guideline. 
B) the 80/20 principle. 
C) the eight-second rule. 
D) the law of limited patience. 
E) the expedience factor. 
A) the stickiness guideline. 
B) the 80/20 principle. 
C) the eight-second rule. 
D) the law of limited patience. 
E) the expedience factor.

Question 9

To gauge website stickiness,a company monitors

Accepted Answer

A) the average time it takes customers to make a purchase from the time they log on to a website to the time they log off. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase. 
A) the average time it takes customers to make a purchase from the time they log on to a website to the time they log off. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase.

Question 10

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Accepted Answer

A) a transformational;promotional 
B) a promotional;transactional 
C) a transactional;customer engagement 
D) an informational;transactional 
E) a customer engagement;transactional 
A) a transformational;promotional 
B) a promotional;transactional 
C) a transactional;customer engagement 
D) an informational;transactional 
E) a customer engagement;transactional

Question 11

Pizza Hut's cost-conscious mothers look for a good quality product and ________.Deal-seeking young adult males seek more of the food they love with ________ in the process.

Accepted Answer

A) nutritional value;coupons and extra servings 
B) a hassle-free eating experience;less time and cash invested 
C) the lowest price possible;a great social experience 
D) time with their children;the best price possible 
E) friendly environment;free,fast,and easy delivery 
A) nutritional value;coupons and extra servings 
B) a hassle-free eating experience;less time and cash invested 
C) the lowest price possible;a great social experience 
D) time with their children;the best price possible 
E) friendly environment;free,fast,and easy delivery

Question 12

All of the following are motivators for showrooming except which?

Accepted Answer

A) looking for online promotions or deals 
B) evaluating customer service in retail outlets 
C) obtaining merchandise information (features,benefits) 
D) checking merchandise reviews and ratings on social media 
E) seeking lower prices 
A) looking for online promotions or deals 
B) evaluating customer service in retail outlets 
C) obtaining merchandise information (features,benefits) 
D) checking merchandise reviews and ratings on social media 
E) seeking lower prices

Question 13

Because online shoppers seek information,evaluate alternatives,and make purchase decisions on their own time,they are

Accepted Answer

A) spending more time shopping outside the home. 
B) more cautious than other shoppers. 
C) more informed and discerning shoppers. 
D) less likely to become addicted to shopping. 
E) have more ability to save online data. 
A) spending more time shopping outside the home. 
B) more cautious than other shoppers. 
C) more informed and discerning shoppers. 
D) less likely to become addicted to shopping. 
E) have more ability to save online data.

Question 14

________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A) Multichannel shopping 
B) Multichannel marketing 
C) Intertype retailing 
D) Webrooming 
E) Social commerce 
A) Multichannel shopping 
B) Multichannel marketing 
C) Intertype retailing 
D) Webrooming 
E) Social commerce

Question 15

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun

Question 16

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Accepted Answer

A) customization. 
B) content. 
C) context. 
D) connection. 
E) conductivity. 
A) customization. 
B) content. 
C) context. 
D) connection. 
E) conductivity.

Question 17

Among popular purchases online,one kind of product consists of items like computer software,music,and video for which

Accepted Answer

A) prepurchase trial is critical. 
B) digital delivery is the single most important factor. 
C) audio or video demonstration is important. 
D) price and delivery time are not key factors. 
E) price and speed of delivery are the determinant sales factors. 
A) prepurchase trial is critical. 
B) digital delivery is the single most important factor. 
C) audio or video demonstration is important. 
D) price and delivery time are not key factors. 
E) price and speed of delivery are the determinant sales factors.

Question 18

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used ________ to introduce its new product.

Accepted Answer

A) opt-out marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing 
A) opt-out marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing

Question 19

The amount of time per month that visitors spend on a company's website is referred to as

Accepted Answer

A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness. 
A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness.

Question 20

Pizza Hut revolutionized the quick serve restaurant (QSR)world through a(n)________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A) interface 
B) cross-channel consumer 
C) behavioral targeting 
D) symbiotic 
E) multichannel 
A) interface 
B) cross-channel consumer 
C) behavioral targeting 
D) symbiotic 
E) multichannel

Exam 21: Implementing Interactive and Multichannel Marketing

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

One popular kind of product purchased online consists of highly standardized products and services,such as home furnishings,automotive products,and casual apparel for which

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds,which is referred to as

To gauge website stickiness,a company monitors

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Pizza Hut's cost-conscious mothers look for a good quality product and ________.Deal-seeking young adult males seek more of the food they love with ________ in the process.

All of the following are motivators for showrooming except which?

Because online shoppers seek information,evaluate alternatives,and make purchase decisions on their own time,they are

________ is the practice of examining products online and then buying them in a store.

Define spam and viral marketing.

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Among popular purchases online,one kind of product consists of items like computer software,music,and video for which

The amount of time per month that visitors spend on a company's website is referred to as

Pizza Hut revolutionized the quick serve restaurant (QSR)world through a(n)________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

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

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.