Question 1

Customer retention is a competitive necessity in every industry.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following is true of web-based research?

Accepted Answer

A) It has a small response rate. 
B) It is expensive and slow. 
C) It is useful for qualitative and quantitative research. 
D) There is no scope for growth of web-based research of customer insight. 
A) It has a small response rate. 
B) It is expensive and slow. 
C) It is useful for qualitative and quantitative research. 
D) There is no scope for growth of web-based research of customer insight. C

Question 3

Which of the following occurs when a product becomes more valuable as the number of users increases?

Accepted Answer

A) Network internality 
B) Negative network effect 
C) Supply side economies of scale 
D) Network externality 
A) Network internality 
B) Negative network effect 
C) Supply side economies of scale 
D) Network externality D

Question 4

Making information,goods,or services available on the web is of little use if the people to whom those flows are directed lack web access.

Accepted Answer

A) True 
 B)False

Question 5

What phenomenon allows marketers to reach customers directly over the Internet,without the expense or complication of distribution channels?

Accepted Answer

A) Global reach 
B) Disintermediation 
C) Information highway 
D) Syndication 
A) Global reach 
B) Disintermediation 
C) Information highway 
D) Syndication

Question 6

Which of the following supports the fact that younger companies without long histories of traditional advertising adopt new digital strategies much faster than larger and older firms?

Accepted Answer

A) Older firms have institutionalized cultures. 
B) Older firms consist of centralized management systems. 
C) Older firms do not have enough funds to invest in adopting digital strategies. 
D) Older firms consist of employees who are technically ignorant. 
A) Older firms have institutionalized cultures. 
B) Older firms consist of centralized management systems. 
C) Older firms do not have enough funds to invest in adopting digital strategies. 
D) Older firms consist of employees who are technically ignorant.

Question 7

Glenbogle School of Music releases manuals on its official website which help interested individuals play musical instruments.These manuals are downloadable.This implies that Glenbogle School of Music is engaging in:

Accepted Answer

A) conducting transactions. 
B) product promotion and branding. 
C) delivering digital products. 
D) product return or disposal. 
A) conducting transactions. 
B) product promotion and branding. 
C) delivering digital products. 
D) product return or disposal.

Question 8

What are some of the ethical issues and threats that digital and social networking technologies present?

Accepted Answer

Digital and social networking technologi

Question 9

A movie producer screened trailers of his upcoming movie on search engine results pages,banner ads,and blogs.Which of the following stages in the customer experience process was the movie producer engaging in?

Accepted Answer

A) Customer insight 
B) Product promotion and brand building 
C) Transaction 
D) Product return or disposal 
A) Customer insight 
B) Product promotion and brand building 
C) Transaction 
D) Product return or disposal

Question 10

Which of the following is the last stage in the customer experience process?

Accepted Answer

A) Transaction 
B) Product disposal 
C) Customer support 
D) Product delivery 
A) Transaction 
B) Product disposal 
C) Customer support 
D) Product delivery

Question 11

Which of the following stages in the customer experience process ensues if a customer likes what is offered?

Accepted Answer

A) Product promotion and brand building 
B) Customer insight 
C) Product disposal 
D) Transaction 
A) Product promotion and brand building 
B) Customer insight 
C) Product disposal 
D) Transaction

Question 12

The taste of hot chocolate,the fragrance of a perfume,the fit of a pair of gloves,and so on cannot be digitized.Which of the following reasons explains why they cannot be digitized?

Accepted Answer

A) These attributes are very expensive and luxurious in nature. 
B) These attributes do not have high demand in the online business environment. 
C) Important informational attributes of goods cannot be readily digitized. 
D) These attributes do not qualify as necessary goods. 
A) These attributes are very expensive and luxurious in nature. 
B) These attributes do not have high demand in the online business environment. 
C) Important informational attributes of goods cannot be readily digitized. 
D) These attributes do not qualify as necessary goods.

Question 13

Cash flows and payments cannot be readily digitized.

Accepted Answer

A) True 
 B)False

Question 14

Dynamic pricing is a controversial system that gauges a customer's desire to buy,measures his means,and sets the price accordingly.

Accepted Answer

A) True 
 B)False

Question 15

Most tangible goods and many services can easily be transmitted digitally.

Accepted Answer

A) True 
 B)False

Question 16

The customer insight stage in the customer experience process requires that information flow from customer to seller.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following can be solved by systematically measuring the points where potential customers drop off without making a purchase,and then finding ways to keep more of them in the funnel until they buy and pay?

Accepted Answer

A) Imitation of web information 
B) Lack of web access among customers 
C) Cyber crime 
D) Leaky bucket issue 
A) Imitation of web information 
B) Lack of web access among customers 
C) Cyber crime 
D) Leaky bucket issue

Question 18

Marketers rely on a flow of information from customers or prospective customers about their wants and needs to generate the insight essential to the development of compelling new products

Accepted Answer

A) True 
 B)False

Question 19

Pluto Inc. ,a footwear manufacturer launched its official website and sold its products to consumers directly.This helped in building its customer relations as the firm provided custom-made footwear.However,this online selling activity caused the firm to face several protests from its regular retailers.Which of the following did Pluto Inc.engaged in by launching its website and selling directly to consumers?

Accepted Answer

A) Disintermediation 
B) Information highway 
C) Syndication 
D) Global reach 
A) Disintermediation 
B) Information highway 
C) Syndication 
D) Global reach

Question 20

Product or service delivery is the final step of the consumer experience process.

Accepted Answer

A) True 
 B)False

Customer retention is a competitive necessity in every industry.

Which of the following is true of web-based research?

Which of the following occurs when a product becomes more valuable as the number of users increases?

Making information,goods,or services available on the web is of little use if the people to whom those flows are directed lack web access.

What phenomenon allows marketers to reach customers directly over the Internet,without the expense or complication of distribution channels?

Which of the following supports the fact that younger companies without long histories of traditional advertising adopt new digital strategies much faster than larger and older firms?

Glenbogle School of Music releases manuals on its official website which help interested individuals play musical instruments.These manuals are downloadable.This implies that Glenbogle School of Music is engaging in:

What are some of the ethical issues and threats that digital and social networking technologies present?

A movie producer screened trailers of his upcoming movie on search engine results pages,banner ads,and blogs.Which of the following stages in the customer experience process was the movie producer engaging in?

Which of the following is the last stage in the customer experience process?

Which of the following stages in the customer experience process ensues if a customer likes what is offered?

The taste of hot chocolate,the fragrance of a perfume,the fit of a pair of gloves,and so on cannot be digitized.Which of the following reasons explains why they cannot be digitized?

Cash flows and payments cannot be readily digitized.

Dynamic pricing is a controversial system that gauges a customer's desire to buy,measures his means,and sets the price accordingly.

Most tangible goods and many services can easily be transmitted digitally.

The customer insight stage in the customer experience process requires that information flow from customer to seller.

Which of the following can be solved by systematically measuring the points where potential customers drop off without making a purchase,and then finding ways to keep more of them in the funnel until they buy and pay?

Marketers rely on a flow of information from customers or prospective customers about their wants and needs to generate the insight essential to the development of compelling new products

Product or service delivery is the final step of the consumer experience process.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Exam 14: Marketing Strategies for a Digitally Networked World

Customer retention is a competitive necessity in every industry.

Which of the following is true of web-based research?

Which of the following occurs when a product becomes more valuable as the number of users increases?

Making information,goods,or services available on the web is of little use if the people to whom those flows are directed lack web access.

What phenomenon allows marketers to reach customers directly over the Internet,without the expense or complication of distribution channels?

Which of the following supports the fact that younger companies without long histories of traditional advertising adopt new digital strategies much faster than larger and older firms?

Glenbogle School of Music releases manuals on its official website which help interested individuals play musical instruments.These manuals are downloadable.This implies that Glenbogle School of Music is engaging in:

What are some of the ethical issues and threats that digital and social networking technologies present?

A movie producer screened trailers of his upcoming movie on search engine results pages,banner ads,and blogs.Which of the following stages in the customer experience process was the movie producer engaging in?

Which of the following is the last stage in the customer experience process?

Which of the following stages in the customer experience process ensues if a customer likes what is offered?

The taste of hot chocolate,the fragrance of a perfume,the fit of a pair of gloves,and so on cannot be digitized.Which of the following reasons explains why they cannot be digitized?

Cash flows and payments cannot be readily digitized.

Dynamic pricing is a controversial system that gauges a customer's desire to buy,measures his means,and sets the price accordingly.

Most tangible goods and many services can easily be transmitted digitally.

The customer insight stage in the customer experience process requires that information flow from customer to seller.

Which of the following can be solved by systematically measuring the points where potential customers drop off without making a purchase,and then finding ways to keep more of them in the funnel until they buy and pay?

Marketers rely on a flow of information from customers or prospective customers about their wants and needs to generate the insight essential to the development of compelling new products

Product or service delivery is the final step of the consumer experience process.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters