Question 1

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

Accepted Answer

A)  Recreational Equipment, an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed. 
B)  Forty-five percent of sales at Amazon.com are from buyers who live outside the United States. 
C)  Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. 
D)  Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts. 
E)  Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com. 
A)  Recreational Equipment, an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed. 
B)  Forty-five percent of sales at Amazon.com are from buyers who live outside the United States. 
C)  Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. 
D)  Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts. 
E)  Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.

Question 2

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Accepted Answer

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

Question 3

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Accepted Answer

A)  reputation for customized detailing of the finest motorcycles in competitive racing. 
B)  commitment to incorporating individual customer input for every single bike. 
C)  unique antitheft electronic GPS tracer built into every frame. 
D)  creativity promise, guaranteeing that the color (paint job) is completely unique for each touring bike it makes. 
E)  "one product-one market" segmentation strategy, in which all bikes are exactly alike. 
A)  reputation for customized detailing of the finest motorcycles in competitive racing. 
B)  commitment to incorporating individual customer input for every single bike. 
C)  unique antitheft electronic GPS tracer built into every frame. 
D)  creativity promise, guaranteeing that the color (paint job) is completely unique for each touring bike it makes. 
E)  "one product-one market" segmentation strategy, in which all bikes are exactly alike.

Question 4

In terms of the online customer experience,connection is defined as

Accepted Answer

A)  the network of formal linkages between a company's website and other sites. 
B)  the text, video, audio, and graphics that the website contains that appeal directly to the consumer. 
C)  the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.). 
D)  the speed and ease with which a customer can move between pages on a website. 
E)  the website's ability to tailor itself to different users or to allow users to personalize the site. 
A)  the network of formal linkages between a company's website and other sites. 
B)  the text, video, audio, and graphics that the website contains that appeal directly to the consumer. 
C)  the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.). 
D)  the speed and ease with which a customer can move between pages on a website. 
E)  the website's ability to tailor itself to different users or to allow users to personalize the site.

Question 5

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A)  context and content 
B)  communication and context 
C)  commerce and customization 
D)  communication and connection 
E)  content and communications 
A)  context and content 
B)  communication and context 
C)  commerce and customization 
D)  communication and connection 
E)  content and communications

Question 6

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 margin for online offerings is usually higher than those purchased in traditional marketplaces. 
C)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D)  Any price advantage for online purchases is lost in shipping and handling fees. 
E)  Lower costs for external information search is one of the major reasons for the popularity of online shopping. 
A)  Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B)  The margin for online offerings is usually higher than those purchased in traditional marketplaces. 
C)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D)  Any price advantage for online purchases is lost in shipping and handling fees. 
E)  Lower costs for external information search is one of the major reasons for the popularity of online shopping.

Question 7

Figure 18-1  
-Consider Figure 18 -1.G 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 8

Burger King received much attention for its Whopper Sacrifice campaign that asked,"What do you love more,your friend or the Whopper? " Facebook users were asked to "unfriend" 10 people from their Facebook friends list in exchange for a free burger.Burger King was using __________ to promote its products.

Accepted Answer

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

Question 9

Cookies are

Accepted Answer

A)  computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website. 
B)  embedded programs that flash split-second subliminal messages at regular intervals. 
C)  benign links that direct customers to alternate websites that might be of interest to them. 
D)  electronic unsolicited email. 
E)  spyware used to secretly retrieve personal information from a person's computer. 
A)  computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website. 
B)  embedded programs that flash split-second subliminal messages at regular intervals. 
C)  benign links that direct customers to alternate websites that might be of interest to them. 
D)  electronic unsolicited email. 
E)  spyware used to secretly retrieve personal information from a person's computer.

Question 10

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 11

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as

Accepted Answer

A)  customerization. 
B)  viral marketing. 
C)  communication. 
D)  spam. 
E)  buzz. 
A)  customerization. 
B)  viral marketing. 
C)  communication. 
D)  spam. 
E)  buzz.

Question 12

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A)  digital consumers. 
B)  online consumers. 
C)  cyberspace consumers. 
D)  cross-channel consumers. 
E)  multichannel consumers. 
A)  digital consumers. 
B)  online consumers. 
C)  cyberspace consumers. 
D)  cross-channel consumers. 
E)  multichannel consumers.

Question 13

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Accepted Answer

A)  connectivity. 
B)  customerization. 
C)  customer digitalization. 
D)  online facilitation. 
E)  intermediation. 
A)  connectivity. 
B)  customerization. 
C)  customer digitalization. 
D)  online facilitation. 
E)  intermediation.

Question 14

About __________ percent of U.S.online shoppers engage in showrooming.

Accepted Answer

A)  10 
B)  25 
C)  33 
D)  40 
E)  75 
A)  10 
B)  25 
C)  33 
D)  40 
E)  75

Question 15

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the __________ website design element.

Accepted Answer

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

Question 16

Internet-enabled technologies provide communication capabilities that take three forms.They are

Accepted Answer

A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer email notification, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer email notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer email notification. 
E)  marketer-to-consumer email notification; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites. 
A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer email notification, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer email notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer email notification. 
E)  marketer-to-consumer email notification; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Question 17

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Accepted Answer

A)  LinkedIn 
B)  Facebook 
C)  Flicker 
D)  Pinterest 
E)  Twitter 
A)  LinkedIn 
B)  Facebook 
C)  Flicker 
D)  Pinterest 
E)  Twitter

Question 18

iVillage.com is a website targeted at women who share common interests such as career management,personal finances,parenting,relationships,beauty,and health.The site features articles,newsletters,and videos on these topics as well as the opportunity for visitors to link to its social media sites like Facebook and Pinterest.This describes one example of why consumers shop and buy online,which is

Accepted Answer

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

Question 19

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

Accepted Answer

A)  Online consent 
B)  Choiceboard 
C)  Interactive agreement 
D)  Opt-in 
E)  Permission-basis 
A)  Online consent 
B)  Choiceboard 
C)  Interactive agreement 
D)  Opt-in 
E)  Permission-basis

Question 20

A Web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Accepted Answer

A)  spam. 
B)  a blog. 
C)  buzz. 
D)  a forum. 
E)  a journalog. 
A)  spam. 
B)  a blog. 
C)  buzz. 
D)  a forum. 
E)  a journalog.

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

In terms of the online customer experience,connection is defined as

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

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

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

Cookies are

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

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

About __________ percent of U.S.online shoppers engage in showrooming.

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the __________ website design element.

Internet-enabled technologies provide communication capabilities that take three forms.They are

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

A Web page that serves as a publicly accessible personal journal for an individual or organization is 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

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

In terms of the online customer experience,connection is defined as

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

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

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

Cookies are

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

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

About __________ percent of U.S.online shoppers engage in showrooming.

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the __________ website design element.

Internet-enabled technologies provide communication capabilities that take three forms.They are

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

A Web page that serves as a publicly accessible personal journal for an individual or organization is 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