Question 1

The key difference between the traditional marketplace and the new marketspace is that the latter is __________ exchange environment.

Accepted Answer

A)  tangible 
B)  competitive 
C)  physical 
D)  material 
E)  digital 
A)  tangible 
B)  competitive 
C)  physical 
D)  material 
E)  digital

Question 2

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules)they want to have displayed.This consumer-initiated practice is an example of

Accepted Answer

A)  permission marketing. 
B)  personalization. 
C)  transactional websites. 
D)  collaborative filtering. 
E)  customerization. 
A)  permission marketing. 
B)  personalization. 
C)  transactional websites. 
D)  collaborative filtering. 
E)  customerization.

Question 3

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is likely following __________ strategy.

Accepted Answer

A)  a cross-functional 
B)  an interlocking marketing 
C)  a multichannel marketing 
D)  a dual distribution 
E)  a market penetration 
A)  a cross-functional 
B)  an interlocking marketing 
C)  a multichannel marketing 
D)  a dual distribution 
E)  a market penetration

Question 4

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible.In particular,you do not want repeat customers to have to enter in their address,email,telephone number,and credit card data every time they make an online purchase.Rather,you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase.To achieve this goal,you would most likely use

Accepted Answer

A)  cookies. 
B)  customerization. 
C)  spam. 
D)  webrooming. 
E)  bots. 
A)  cookies. 
B)  customerization. 
C)  spam. 
D)  webrooming. 
E)  bots.

Question 5

In 2004,the __________ Act became effective and restricts information collection and unsolicited email promotions on the Internet.

Accepted Answer

A)  Anti-SPAM 
B)  E-Mail Privacy 
C)  Digital Marketing 
D)  Consumer E-Mail Solicitation 
E)  CAN-SPAM 
A)  Anti-SPAM 
B)  E-Mail Privacy 
C)  Digital Marketing 
D)  Consumer E-Mail Solicitation 
E)  CAN-SPAM

Question 6

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can email the pictures to their friends.The average webcam user sends four emails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

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 7

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Accepted Answer

A)  time utility 
B)  price utility 
C)  form utility 
D)  possession utility 
E)  place utility 
A)  time utility 
B)  price utility 
C)  form utility 
D)  possession utility 
E)  place utility

Question 8

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b

Question 9

In terms of the online customer experience,content refers to

Accepted Answer

A)  a website's capabilities to enable commercial transactions. 
B)  all the digital information on a website-text, video, audio, and graphics. 
C)  the multiple ways the website enables user-to-user communication. 
D)  the dialogue that unfolds between the website and its users. 
E)  the information consumers provide to the firm through its website. 
A)  a website's capabilities to enable commercial transactions. 
B)  all the digital information on a website-text, video, audio, and graphics. 
C)  the multiple ways the website enables user-to-user communication. 
D)  the dialogue that unfolds between the website and its users. 
E)  the information consumers provide to the firm through its website.

Question 10

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con

Question 11

Figure 18-1  
-Consider Figure 18 -1.D 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 12

Two unique capabilities of Internet technology,__________,promote and sustain customer relationships.

Accepted Answer

A)  choice and control 
B)  cost and convenience 
C)  interactivity and individuality 
D)  communication and information 
E)  choiceboards and collaborative filtering 
A)  choice and control 
B)  cost and convenience 
C)  interactivity and individuality 
D)  communication and information 
E)  choiceboards and collaborative filtering

Question 13

A visitor to Amazon.com will find a multitude of product lines available for purchase,including media (books,DVDs,music CDs,videotapes,and software),apparel,baby products,consumer electronics,beauty products,groceries,health and personal-care items,kitchen items,jewelry,lawn and garden items,musical instruments,sporting goods,tools,automotive items,toys,and games.These can be sent anywhere in the United States.This is an example of a __________ website.

Accepted Answer

A)  portal 
B)  promotional 
C)  transactional 
D)  multichannel 
E)  direct sales 
A)  portal 
B)  promotional 
C)  transactional 
D)  multichannel 
E)  direct sales

Question 14

Two general applications of websites exist based on their intended purpose: __________ websites and 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 15

Online consumers are considered empowered consumers because

Accepted Answer

A)  products and services purchased online often cost less than in a retail store. 
B)  online shopping does not require that they fight traffic, find a parking space, walk long store aisles, and wait in line at checkout. 
C)  they use technology to control their shopping and purchase decision process. 
D)  there are websites for almost any product or service they want. 
E)  they can engage in an electronic dialogue with marketers. 
A)  products and services purchased online often cost less than in a retail store. 
B)  online shopping does not require that they fight traffic, find a parking space, walk long store aisles, and wait in line at checkout. 
C)  they use technology to control their shopping and purchase decision process. 
D)  there are websites for almost any product or service they want. 
E)  they can engage in an electronic dialogue with marketers.

Question 16

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

Accepted Answer

A)  Rider Kit 
B)  Cyclo Kit 
C)  Custom Kit 
D)  Proviso Kit 
E)  Seven Fit 
A)  Rider Kit 
B)  Cyclo Kit 
C)  Custom Kit 
D)  Proviso Kit 
E)  Seven Fit

Question 17

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

Accepted Answer

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

Question 18

TheKnot.com,a website for locating everything needed for a wedding,contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ 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 19

Which of the following is one of three rules for a company to successfully employ permission marketing?

Accepted Answer

A)  Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors. 
B)  The firm will never buy marketing lists from other companies that may contain their personal information. 
C)  Customers are given the option to opt-out, or change the kind, amount, or timing of information sent to them. 
D)  Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online. 
E)  Customers will be protected from identity theft for any product purchased from its website. 
A)  Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors. 
B)  The firm will never buy marketing lists from other companies that may contain their personal information. 
C)  Customers are given the option to opt-out, or change the kind, amount, or timing of information sent to them. 
D)  Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online. 
E)  Customers will be protected from identity theft for any product purchased from its website.

Question 20

The six reasons consumers shop and buy online are

Accepted Answer

A)  interest, personalization, cost, control, speed, and customization. 
B)  customization, customerization, price, service, entertainment, and convenience. 
C)  content, context, utility, entertainment, communication, and cost. 
D)  convenience, choice, customization, communication, cost, and control. 
E)  control, utility, interest, personalization, choice, and flexibility. 
A)  interest, personalization, cost, control, speed, and customization. 
B)  customization, customerization, price, service, entertainment, and convenience. 
C)  content, context, utility, entertainment, communication, and cost. 
D)  convenience, choice, customization, communication, cost, and control. 
E)  control, utility, interest, personalization, choice, and flexibility.

The key difference between the traditional marketplace and the new marketspace is that the latter is __________ exchange environment.

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules)they want to have displayed.This consumer-initiated practice is an example of

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is likely following __________ strategy.

In 2004,the __________ Act became effective and restricts information collection and unsolicited email promotions on the Internet.

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Explain the four ways the marketspace creates value for consumers.

In terms of the online customer experience,content refers to

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

Two unique capabilities of Internet technology,__________,promote and sustain customer relationships.

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

Online consumers are considered empowered consumers because

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

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

Which of the following is one of three rules for a company to successfully employ permission marketing?

The six reasons consumers shop and buy online are

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 key difference between the traditional marketplace and the new marketspace is that the latter is __________ exchange environment.

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules)they want to have displayed.This consumer-initiated practice is an example of

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is likely following __________ strategy.

In 2004,the __________ Act became effective and restricts information collection and unsolicited email promotions on the Internet.

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Explain the four ways the marketspace creates value for consumers.

In terms of the online customer experience,content refers to

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

Two unique capabilities of Internet technology,__________,promote and sustain customer relationships.

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

Online consumers are considered empowered consumers because

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

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

Which of the following is one of three rules for a company to successfully employ permission marketing?

The six reasons consumers shop and buy online are

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