Question 1

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

Accepted Answer

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

Question 2

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a

Accepted Answer

A)  wiki. 
B)  cookie. 
C)  choiceboard. 
D)  bot. 
E)  collaborative filter. 
A)  wiki. 
B)  cookie. 
C)  choiceboard. 
D)  bot. 
E)  collaborative filter.

Question 3

Most websites do not include every design element.Although every website has _________,they differ in the use of the remaining five elements.

Accepted Answer

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

Question 4

Word-of-mouth behavior in marketspace is referred to as

Accepted Answer

A)  tweets. 
B)  buzz. 
C)  instant messaging. 
D)  blogging. 
E)  likes. 
A)  tweets. 
B)  buzz. 
C)  instant messaging. 
D)  blogging. 
E)  likes.

Question 5

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

Accepted Answer

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

Question 6

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 7

Two major issues that contribute to consumers' hesitancy to use online shopping are

Accepted Answer

A)  quality and price. 
B)  privacy and security. 
C)  computer knowledge and security. 
D)  price and privacy. 
E)  quality and computer knowledge. 
A)  quality and price. 
B)  privacy and security. 
C)  computer knowledge and security. 
D)  price and privacy. 
E)  quality and computer knowledge.

Question 8

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________,which refers to the amount of time per month that visitors spend on their websites.

Accepted Answer

A)  stickiness 
B)  glueyness 
C)  gumminess 
D)  adhesiveness 
E)  connectiveness 
A)  stickiness 
B)  glueyness 
C)  gumminess 
D)  adhesiveness 
E)  connectiveness

Question 9

Define cross-channel consumers,and explain why they are important to marketers.

Accepted Answer

A cross-channel consumer is an online co

Question 10

The communication capabilities of Internet-enabled technologies take three forms,one of which is

Accepted Answer

A)  marketer-to-consumer email notification. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges. 
A)  marketer-to-consumer email notification. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges.

Question 11

Showrooming refers to

Accepted Answer

A)  areas in retail stores where point-of-purchase displays are used to show goods for sale. 
B)  an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product. 
C)  competition among retail firms in different types of businesses but which sell the same product. 
D)  retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing. 
E)  the practice of examining products in a store and then buying them online for a cheaper price. 
A)  areas in retail stores where point-of-purchase displays are used to show goods for sale. 
B)  an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product. 
C)  competition among retail firms in different types of businesses but which sell the same product. 
D)  retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing. 
E)  the practice of examining products in a store and then buying them online for a cheaper price.

Question 12

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 13

How do online consumers differ from the general population?
 What three characteristics of online consumers make them an attractive market?

Accepted Answer

Online consumers are the subsegment of a

Question 14

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

Accepted Answer

A)  cooperating with retailers to share fulfillment and sales. 
B)  running the risk of breaking anticompetitive laws, such as the Clayton Act. 
C)  keeping their websites as simple as possible. 
D)  changing their pricing strategy from a skimming to a penetration pricing strategy. 
E)  employing the services of Internet warehouses so they do not have to maintain title to the goods. 
A)  cooperating with retailers to share fulfillment and sales. 
B)  running the risk of breaking anticompetitive laws, such as the Clayton Act. 
C)  keeping their websites as simple as possible. 
D)  changing their pricing strategy from a skimming to a penetration pricing strategy. 
E)  employing the services of Internet warehouses so they do not have to maintain title to the goods.

Question 15

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

Accepted Answer

The Pizza Hut website uses the seven web

Question 16

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors email their ring design to friends and relatives who will then visit the site.De Beers is using __________ to promote its diamonds.

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 17

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 18

About __________ percent of Internet users ages 15 and older shop online in the United States.

Accepted Answer

A)  19 
B)  29 
C)  48 
D)  67 
E)  90 
A)  19 
B)  29 
C)  48 
D)  67 
E)  90

Question 19

A blog refers to

Accepted Answer

A)  a private online forum centered on a specific topic or theme. 
B)  a running account of all purchases made at a single website. 
C)  a Web page that serves as a publicly accessible personal journal for an individual or organization. 
D)  an itemized list of all website "hits" on an individual person including a short biographical summary. 
E)  a web network that works as a family tree linking all members of a group or organization. 
A)  a private online forum centered on a specific topic or theme. 
B)  a running account of all purchases made at a single website. 
C)  a Web page that serves as a publicly accessible personal journal for an individual or organization. 
D)  an itemized list of all website "hits" on an individual person including a short biographical summary. 
E)  a web network that works as a family tree linking all members of a group or organization.

Question 20

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018

Accepted Answer

A)  40 
B)  50 
C)  60 
D)  70 
E)  90 
A)  40 
B)  50 
C)  60 
D)  70 
E)  90

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

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a

Most websites do not include every design element.Although every website has _________,they differ in the use of the remaining five elements.

Word-of-mouth behavior in marketspace is referred to as

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

Those people who object to cookies are most likely concerned with

Two major issues that contribute to consumers' hesitancy to use online shopping are

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________,which refers to the amount of time per month that visitors spend on their websites.

Define cross-channel consumers,and explain why they are important to marketers.

The communication capabilities of Internet-enabled technologies take three forms,one of which is

Showrooming refers to

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.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

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

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors email their ring design to friends and relatives who will then visit the site.De Beers is using __________ to promote its diamonds.

To gauge stickiness,companies use the following formula

About __________ percent of Internet users ages 15 and older shop online in the United States.

A blog refers to

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018

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

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

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a

Most websites do not include every design element.Although every website has _________,they differ in the use of the remaining five elements.

Word-of-mouth behavior in marketspace is referred to as

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

Those people who object to cookies are most likely concerned with

Two major issues that contribute to consumers' hesitancy to use online shopping are

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________,which refers to the amount of time per month that visitors spend on their websites.

Define cross-channel consumers,and explain why they are important to marketers.

The communication capabilities of Internet-enabled technologies take three forms,one of which is

Showrooming refers to

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.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

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

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors email their ring design to friends and relatives who will then visit the site.De Beers is using __________ to promote its diamonds.

To gauge stickiness,companies use the following formula

About __________ percent of Internet users ages 15 and older shop online in the United States.

A blog refers to

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018

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