Question 1

To gauge stickiness, companies use the following formula:

Accepted Answer

A) Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor) × (Average time spent per visit in minutes). 
B) Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor) × (Average time spent per visit in minutes). 
C) Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor) × (Average time spent per visit in minutes). 
D) Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor) × (Average time spent per visit in minutes). 
E) Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor) × (Average time spent per visit in minutes). 
A) Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor) × (Average time spent per visit in minutes). 
B) Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor) × (Average time spent per visit in minutes). 
C) Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor) × (Average time spent per visit in minutes). 
D) Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor) × (Average time spent per visit in minutes). 
E) Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor) × (Average time spent per visit in minutes).

Question 2

Why would an online consumer want to use a bot?

Accepted Answer

A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots enhance the convenience of online shopping. 
E) Bots allow marketers to record an online consumer's visits to their websites. 
A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots enhance the convenience of online shopping. 
E) Bots allow marketers to record an online consumer's visits to their websites.

Question 3

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 4

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using __________ to promote its services.

Accepted Answer

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

Question 5

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category includes regularly purchased consumer packaged goods such as personal care items where

Accepted Answer

A) customer value is the most important element. 
B) price and delivery time are not key factors. 
C) convenience is very important. 
D) digital delivery is an important factor. 
E) price and speed of delivery are the determinant sales factors. 
A) customer value is the most important element. 
B) price and delivery time are not key factors. 
C) convenience is very important. 
D) digital delivery is an important factor. 
E) price and speed of delivery are the determinant sales factors.

Question 6

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 7

Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

Accepted Answer

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

Question 8

The relationship between the interactive communication capabilities of the Internet and customization is that

Accepted Answer

A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller. 
A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller.

Question 9

Choice, a reason customers shop and buy online, has two dimensions. They are

Accepted Answer

A) availability and price. 
B) speed and availability. 
C) product or service selection and speed. 
D) choice assistance and speed. 
E) product or service selection and choice assistance. 
A) availability and price. 
B) speed and availability. 
C) product or service selection and speed. 
D) choice assistance and speed. 
E) product or service selection and choice assistance.

Question 10

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 11

Explain how the Pizza Hut website uses the seven website design elements.

Accepted Answer

The Pizza Hut website uses the seven web

Question 12

Marketers produce a customer experience through seven website design elements: (1) context, (2) __________, (3) community, (4) customization, (5) communication, (6) connection, and (7) commerce.

Accepted Answer

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

Question 13

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Accepted Answer

A) consumer responsibility. 
B) closer global alliances. 
C) web communities. 
D) social responsibility. 
E) courteous online dialogue. 
A) consumer responsibility. 
B) closer global alliances. 
C) web communities. 
D) social responsibility. 
E) courteous online dialogue.

Question 14

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to __________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize 
A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize

Question 15

Web communities are

Accepted Answer

A) online cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations. 
B) customers linked by a common Internet service provider. 
C) virtual reality games that allow players to create their own worlds, countries, towns, etc. 
D) websites that allow people to congregate online and exchange views on topics of common interest. 
E) all customers served by a particular firm who are sent regular e-mail sales notifications and coupons from the manufacturer. 
A) online cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations. 
B) customers linked by a common Internet service provider. 
C) virtual reality games that allow players to create their own worlds, countries, towns, etc. 
D) websites that allow people to congregate online and exchange views on topics of common interest. 
E) all customers served by a particular firm who are sent regular e-mail sales notifications and coupons from the manufacturer.

Question 16

Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Accepted Answer

A) wikis 
B) cookies 
C) bot 
D) collaborative filtering 
E) choice boards 
A) wikis 
B) cookies 
C) bot 
D) collaborative filtering 
E) choice boards

Question 17

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Accepted Answer

A) transactional 
B) financial 
C) service-oriented 
D) informational 
E) cross-functional 
A) transactional 
B) financial 
C) service-oriented 
D) informational 
E) cross-functional

Question 18

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Accepted Answer

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

Question 19

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to supply and demand?

Accepted Answer

A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing 
A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing

Question 20

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…", you are seeing the application of

Accepted Answer

A) real-time e-commerce. 
B) connectivity. 
C) interactive marketing. 
D) personalization. 
E) collaborative filtering. 
A) real-time e-commerce. 
B) connectivity. 
C) interactive marketing. 
D) personalization. 
E) collaborative filtering.

Exam 21: Implementing Interactive and Multichannel Marketing

To gauge stickiness, companies use the following formula:

Why would an online consumer want to use a bot?

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

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using __________ to promote its services.

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category includes regularly purchased consumer packaged goods such as personal care items where

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 __________."

Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

The relationship between the interactive communication capabilities of the Internet and customization is that

Choice, a reason customers shop and buy online, has two dimensions. They are

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

Explain how the Pizza Hut website uses the seven website design elements.

Marketers produce a customer experience through seven website design elements: (1) context, (2) __________, (3) community, (4) customization, (5) communication, (6) connection, and (7) commerce.

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to __________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Web communities are

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to supply and demand?

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…", you are seeing the application of

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

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 ."