Question 1

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 2

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A) Eighty percent of online sales occur on weekdays. 
B) The busiest online shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Most people buy online when they are depressed. 
E) Favorite websites for workday shopping and buying feature shoes or work attire. 
A) Eighty percent of online sales occur on weekdays. 
B) The busiest online shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Most people buy online when they are depressed. 
E) Favorite websites for workday shopping and buying feature shoes or work attire.

Question 3

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

Accepted Answer

A) 35 
B) 46 
C) 55 
D) 64 
E) 75 
A) 35 
B) 46 
C) 55 
D) 64 
E) 75

Question 4

Personalization refers to

Accepted Answer

A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
D) 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. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
D) 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. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 5

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A) With the exception of the setting used to make the exchange (online versus retail store), the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39. 
D) Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are put off by the difficulty in navigating so many new websites. 
A) With the exception of the setting used to make the exchange (online versus retail store), the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39. 
D) Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are put off by the difficulty in navigating so many new websites.

Question 6

Promotional websites generate interest in and trial of a company's products and services by

Accepted Answer

A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees, investors, and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits. 
A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees, investors, and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits.

Question 7

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

A) service utility. 
B) possession utility. 
C) form utility. 
D) possession and place utility. 
E) place utility. 
A) service utility. 
B) possession utility. 
C) form utility. 
D) possession and place utility. 
E) place utility.

Question 8

What is the technology called that allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

Accepted Answer

A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies 
A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies

Question 9

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 10

Levi's Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length, and extra treatments (sanding, paint drips). From start to delivery takes about a month. This describes one example of why consumers shop and shop and buy online, which is

Accepted Answer

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

Question 11

The view that holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of

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 12

Which of the following characteristics of online shopping contributes to its convenience?

Accepted Answer

A) Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace. 
A) Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace.

Question 13

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds 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 14

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

Accepted Answer

A) to create competition with its intermediaries. 
B) to create additional promotional opportunities for its partners. 
C) to limit completion among its retail partners. 
D) to not violate the relationship with trade partners, and thus avoiding channel conflict. 
E) to create additional transactional opportunities. 
A) to create competition with its intermediaries. 
B) to create additional promotional opportunities for its partners. 
C) to limit completion among its retail partners. 
D) to not violate the relationship with trade partners, and thus avoiding channel conflict. 
E) to create additional transactional opportunities.

Question 15

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service, (2) __________, and (3) offer incentives for referrals.

Accepted Answer

A) use customerization 
B) use choice boards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing 
A) use customerization 
B) use choice boards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing

Question 16

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason consumers buy and shop online.

Accepted Answer

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

Question 17

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Accepted Answer

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

Question 18

Those people who object to cookies are most likely concerned with

Accepted Answer

A) costs. 
B) privacy. 
C) spam. 
D) viruses. 
E) information overload. 
A) costs. 
B) privacy. 
C) spam. 
D) viruses. 
E) information overload.

Question 19

Pizza Hut's website customization is achieved in several ways, but the primary utility is to

Accepted Answer

A) speed up the delivery process. 
B) offer the greatest selection. 
C) offer the best value for the price. 
D) create strong customer relationship. 
E) simplify ordering. 
A) speed up the delivery process. 
B) offer the greatest selection. 
C) offer the best value for the price. 
D) create strong customer relationship. 
E) simplify ordering.

Question 20

Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover 14 pictures that make lavish use of color. The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of

Accepted Answer

A) context. 
B) commerce. 
C) communication. 
D) connection. 
E) customization. 
A) context. 
B) commerce. 
C) communication. 
D) connection. 
E) customization.

Exam 21: Implementing Interactive and Multichannel Marketing

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

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

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

Personalization refers to

Which of the following statements regarding online consumers is most accurate?

Promotional websites generate interest in and trial of a company's products and services by

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

What is the technology called that allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

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

The view that holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of

Which of the following characteristics of online shopping contributes to its convenience?

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service, (2) __________, and (3) offer incentives for referrals.

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason consumers buy and shop online.

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Those people who object to cookies are most likely concerned with

Pizza Hut's website customization is achieved in several ways, but the primary utility is to

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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