Question 1

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

Accepted Answer

A)  content 
B)  functionally 
C)  aesthetically 
D)  text 
E)  picture 
A)  content 
B)  functionally 
C)  aesthetically 
D)  text 
E)  picture

Question 2

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

Accepted Answer

A)  quick serve restaurant. 
B)  quality service restaurant. 
C)  quality, service, and responsibility. 
D)  quantity service restaurant. 
E)  quality service review. 
A)  quick serve restaurant. 
B)  quality service restaurant. 
C)  quality, service, and responsibility. 
D)  quantity service restaurant. 
E)  quality service review.

Question 3

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

Accepted Answer

A)  very few 
B)  about half of 
C)  about 10 percent of 
D)  nearly all 
E)  about three-quarters of all 
A)  very few 
B)  about half of 
C)  about 10 percent of 
D)  nearly all 
E)  about three-quarters of all

Question 4

Figure 18-1  
-Consider Figure 18 -1.F refers to which of the following website design elements?

Accepted Answer

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

Question 5

Out-of-date items such as last year's models of computer equipment and accessories are often priced using

Accepted Answer

A)  time-sensitive pricing. 
B)  real-time response pricing. 
C)  dynamic pricing. 
D)  auction pricing. 
E)  transparent pricing. 
A)  time-sensitive pricing. 
B)  real-time response pricing. 
C)  dynamic pricing. 
D)  auction pricing. 
E)  transparent pricing.

Question 6

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)  choiceboards 
A)  wikis 
B)  cookies 
C)  bot 
D)  collaborative filtering 
E)  choiceboards

Question 7

Define spam and viral marketing.What are some tactics used in viral marketing?

Accepted Answer

Spam can take the form of electronic jun

Question 8

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)  opt-in. 
B)  opt-out. 
C)  cookies. 
D)  spam. 
E)  buzz. 
A)  opt-in. 
B)  opt-out. 
C)  cookies. 
D)  spam. 
E)  buzz.

Question 9

Manufacturers of consumer products use transactional websites less frequently than other firms because

Accepted Answer

A)  in some industries, this form of vertical integration is illegal. 
B)  there is a threat of channel conflict. 
C)  it is difficult to maintain inventory levels at online warehouses. 
D)  some stakeholders are opposed to websites that drain resources without providing any return on investment. 
E)  such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently. 
A)  in some industries, this form of vertical integration is illegal. 
B)  there is a threat of channel conflict. 
C)  it is difficult to maintain inventory levels at online warehouses. 
D)  some stakeholders are opposed to websites that drain resources without providing any return on investment. 
E)  such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently.

Question 10

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

Accepted Answer

The six reasons consumers shop and buy o

Question 11

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Accepted Answer

A)  Promotional 
B)  Conventional 
C)  Intermediary 
D)  Choiceboard 
E)  Transactional 
A)  Promotional 
B)  Conventional 
C)  Intermediary 
D)  Choiceboard 
E)  Transactional

Question 12

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Accepted Answer

A)  Electronic commerce makes products and services available to customers faster. 
B)  Comparison shopping is easier in the marketspace than in the marketplace. 
C)  Customers can shop in the marketspace anywhere at any time. 
D)  Products available in the marketspace are more easily customized. 
E)  Consumers can tell marketers exactly what they want in the marketspace. 
A)  Electronic commerce makes products and services available to customers faster. 
B)  Comparison shopping is easier in the marketspace than in the marketplace. 
C)  Customers can shop in the marketspace anywhere at any time. 
D)  Products available in the marketspace are more easily customized. 
E)  Consumers can tell marketers exactly what they want in the marketspace.

Question 13

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Accepted Answer

A)  convenience 
B)  control 
C)  connection 
D)  community 
E)  communication 
A)  convenience 
B)  control 
C)  connection 
D)  community 
E)  communication

Question 14

Interactive marketing refers to

Accepted Answer

A)  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. 
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. 
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)  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. 
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. 
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 15

What is the marketspace?

Accepted Answer

The marketspace is an Internet

Question 16

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 email.When Clinique introduced its Anti-Aging Serum,it sent emails 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 email 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 17

Buzz is particularly influential for which of the following items?

Accepted Answer

A)  toys, pharmaceuticals, motion pictures, and consumer electronics 
B)  baby products, gardening, retirement funds, and health insurance 
C)  funeral services, cruises, foreign travel, and higher education 
D)  day care, silver-plating, restaurants, and home repair 
E)  sports lessons, veterinarians, dance studios, and pressure washing 
A)  toys, pharmaceuticals, motion pictures, and consumer electronics 
B)  baby products, gardening, retirement funds, and health insurance 
C)  funeral services, cruises, foreign travel, and higher education 
D)  day care, silver-plating, restaurants, and home repair 
E)  sports lessons, veterinarians, dance studios, and pressure washing

Question 18

A(n)__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Accepted Answer

A)  multichannel 
B)  transactional 
C)  promotional 
D)  intermediary 
E)  direct selling 
A)  multichannel 
B)  transactional 
C)  promotional 
D)  intermediary 
E)  direct selling

Question 19

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

Accepted Answer

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

Question 20

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

A)  16 
B)  60 
C)  600 
D)  6,000 
E)  6 million 
A)  16 
B)  60 
C)  600 
D)  6,000 
E)  6 million

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

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

Figure 18-1 -Consider Figure 18 -1.F refers to which of the following website design elements?

Out-of-date items such as last year's models of computer equipment and accessories are often priced using

Define spam and viral marketing.What are some tactics used in viral marketing?

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Manufacturers of consumer products use transactional websites less frequently than other firms because

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Interactive marketing refers to

What is the marketspace?

Buzz is particularly influential for which of the following items?

A(n)__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

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

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

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

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

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

Figure 18-1 -Consider Figure 18 -1.F refers to which of the following website design elements?

Out-of-date items such as last year's models of computer equipment and accessories are often priced using

Define spam and viral marketing.What are some tactics used in viral marketing?

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Manufacturers of consumer products use transactional websites less frequently than other firms because

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Interactive marketing refers to

What is the marketspace?

Buzz is particularly influential for which of the following items?

A(n)__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

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

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

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