Question 1

The eight-second rule refers to the view that

Accepted Answer

A)  if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C)  any online purchase should take no more than eight seconds to complete. 
D)  prospective customers will not wait longer than eight seconds for a response in a chat room. 
E)  50 percent of online consumers will spend less than eight seconds viewing a single webpage. 
A)  if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C)  any online purchase should take no more than eight seconds to complete. 
D)  prospective customers will not wait longer than eight seconds for a response in a chat room. 
E)  50 percent of online consumers will spend less than eight seconds viewing a single webpage. B

Question 2

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

Accepted Answer

A)  Multichannel retailing 
B)  Multichannel marketing 
C)  Intertype retailer competition for customers 
D)  Webrooming 
E)  Intratype retailer competition for customers 
A)  Multichannel retailing 
B)  Multichannel marketing 
C)  Intertype retailer competition for customers 
D)  Webrooming 
E)  Intratype retailer competition for customers D

Question 3

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Accepted Answer

A)  marketspace 
B)  multichannel online mall 
C)  cyberstore 
D)  virtual store 
E)  marketplace 
A)  marketspace 
B)  multichannel online mall 
C)  cyberstore 
D)  virtual store 
E)  marketplace E

Question 4

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 5

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

A)  Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B)  The margins for online offerings are usually higher than those purchased in traditional marketplaces. 
C)  Any price advantage for online purchases is lost in shipping and handling fees. 
D)  Many of the most popular items bought online can be purchased at the same price or cheaper than in retail stores. 
E)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
A)  Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B)  The margins for online offerings are usually higher than those purchased in traditional marketplaces. 
C)  Any price advantage for online purchases is lost in shipping and handling fees. 
D)  Many of the most popular items bought online can be purchased at the same price or cheaper than in retail stores. 
E)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

Question 6

Marketers produce a customer experience through seven website design elements,including which of these?

Accepted Answer

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

Question 7

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 8

Which of the following statements about promotional websites is not true?

Accepted Answer

A)  Promotional websites can be used to support a company's traditional marketing channel. 
B)  Promotional websites provide information on how items can be used and where they can be purchased. 
C)  Promotional websites are effective in generating interest in and trial of a company's products. 
D)  Promotional websites can cannibalize sales. 
E)  Promotional websites advertise and promote a company's products and services. 
A)  Promotional websites can be used to support a company's traditional marketing channel. 
B)  Promotional websites provide information on how items can be used and where they can be purchased. 
C)  Promotional websites are effective in generating interest in and trial of a company's products. 
D)  Promotional websites can cannibalize sales. 
E)  Promotional websites advertise and promote a company's products and services.

Question 9

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 10

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Accepted Answer

A)  connectivity. 
B)  customerization. 
C)  customization. 
D)  communication. 
E)  convenience. 
A)  connectivity. 
B)  customerization. 
C)  customization. 
D)  communication. 
E)  convenience.

Question 11

Megan is looking for a gift for her older brother who enjoys reading mysteries.A book by one of his favorite authors was recently published and she plans to buy it.However,because she is on a limited budget,she wants to find the lowest price.The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A)  drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price. 
B)  call all five bookstores in her community to inquire about the price of the book at each one. 
C)  use a bot to search the websites of online booksellers and locate the one with the best price. 
D)  use a cookie to contact various bookstores and find the one with the best price. 
E)  create a choiceboard using the Barnes & Noble's Facebook page. 
A)  drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price. 
B)  call all five bookstores in her community to inquire about the price of the book at each one. 
C)  use a bot to search the websites of online booksellers and locate the one with the best price. 
D)  use a cookie to contact various bookstores and find the one with the best price. 
E)  create a choiceboard using the Barnes & Noble's Facebook page.

Question 12

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Accepted Answer

The six general product and service cate

Question 13

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Accepted Answer

Marketers benefit from two unique capabi

Question 14

Frank needs to buy a new car.Before visiting a showroom,however,he logs onto www.autobytel.com.Here,he can compare the attributes of various makes and models,find information about the prices of various option packages,and learn the manufacturer's suggested retail prices for different cars.After deciding on the car he wants to buy,Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants.Because Frank is so informed about prices,he is able to make a deal that is several hundred dollars less than the salesperson's best offer.Frank's car-buying experience illustrates which reason consumers shop online?

Accepted Answer

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

Question 15

Electronic junk mail or unsolicited email are referred to as

Accepted Answer

A)  trash mail. 
B)  phishing. 
C)  virus marketing. 
D)  spam. 
E)  viral marketing. 
A)  trash mail. 
B)  phishing. 
C)  virus marketing. 
D)  spam. 
E)  viral marketing.

Question 16

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

Accepted Answer

A)  an extranet. 
B)  an intranet. 
C)  a marketplace. 
D)  a marketspace. 
E)  a web portal. 
A)  an extranet. 
B)  an intranet. 
C)  a marketplace. 
D)  a marketspace. 
E)  a web portal.

Question 17

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed her purchase,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the __________ website design element.

Accepted Answer

A)  context 
B)  community 
C)  content 
D)  commerce 
E)  connection 
A)  context 
B)  community 
C)  content 
D)  commerce 
E)  connection

Question 18

In terms of the online customer experience,communication refers to

Accepted Answer

A)  the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment. 
B)  the speed and ease with which a customer can move between pages on a website. 
C)  a website's ability to tailor itself to different users or to allow users to personalize the website. 
D)  the dialogue that unfolds between the website and its users. 
E)  the links from a company's website to a customer's email, Facebook, or Twitter account. 
A)  the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment. 
B)  the speed and ease with which a customer can move between pages on a website. 
C)  a website's ability to tailor itself to different users or to allow users to personalize the website. 
D)  the dialogue that unfolds between the website and its users. 
E)  the links from a company's website to a customer's email, Facebook, or Twitter account.

Question 19

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 20

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Accepted Answer

A)  blogs. 
B)  web communities. 
C)  buzz. 
D)  chat oases. 
E)  web cafés. 
A)  blogs. 
B)  web communities. 
C)  buzz. 
D)  chat oases. 
E)  web cafés.

The eight-second rule refers to the view that

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

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

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 ."

Which of the following statements about cost and its impact on online shopping is most accurate?

Marketers produce a customer experience through seven website design elements,including which of these?

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

Which of the following statements about promotional websites is not true?

Collaborative filtering refers to

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Electronic junk mail or unsolicited email are referred to as

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

In terms of the online customer experience,communication refers to

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

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

Building an Effective Marketing Plan

Filters

Exam 18: Implementing Interactive and Multichannel Marketing

The eight-second rule refers to the view that

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

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

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 __________."

Which of the following statements about cost and its impact on online shopping is most accurate?

Marketers produce a customer experience through seven website design elements,including which of these?

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

Which of the following statements about promotional websites is not true?

Collaborative filtering refers to

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Electronic junk mail or unsolicited email are referred to as

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

In terms of the online customer experience,communication refers to

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

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

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 ."