Question 1

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

Accepted Answer

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

Question 2

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to 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 C

Question 3

The most common cross-channel shopping and buying path is to browse one or more websites and then

Accepted Answer

A) negotiate among competitors for the lowest price. 
B) find the item on an auction site such as eBay. 
C) contact the manufacturer directly. 
D) click on the shopping cart icon to purchase the product or service. 
E) purchase the item at a retail storE.The most common cross-channel shopping and buying path is to browse one or more websites and then purchase an item at a retail store. 
A) negotiate among competitors for the lowest price. 
B) find the item on an auction site such as eBay. 
C) contact the manufacturer directly. 
D) click on the shopping cart icon to purchase the product or service. 
E) purchase the item at a retail storE.The most common cross-channel shopping and buying path is to browse one or more websites and then purchase an item at a retail store. E

Question 4

The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________.

Accepted Answer

A) connection 
B) communication 
C) site actualization 
D) customization 
E) customerization 
A) connection 
B) communication 
C) site actualization 
D) customization 
E) customerization

Question 5

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 6

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Accepted Answer

A) reducing geographical barriers 
B) finding new products that are soon to be launched in their area 
C) finding products that are more customized to their exact needs 
D) finding products that are out of season 
E) comparing their options without having to trek to multiple retail locations 
A) reducing geographical barriers 
B) finding new products that are soon to be launched in their area 
C) finding products that are more customized to their exact needs 
D) finding products that are out of season 
E) comparing their options without having to trek to multiple retail locations

Question 7

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a __________.

Accepted Answer

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

Question 8

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.

Accepted Answer

A) use customerization 
B) use choiceboards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing 
A) use customerization 
B) use choiceboards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing

Question 9

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 10

Recent research shows that __________ of U.S. online consumers are cross-channel shoppers.

Accepted Answer

A) 20% 
B) 37% 
C) 45% 
D) 51% 
E) 95% 
A) 20% 
B) 37% 
C) 45% 
D) 51% 
E) 95%

Question 11

What two unique capabilities of Internet technology promote and sustain customer relationships?

Accepted Answer

Marketers benefit from two unique capabi

Question 12

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A) nutritional value 
B) a hassle-free eating experience 
C) a great social experience 
D) less time and cash invested 
E) friendly environment 
A) nutritional value 
B) a hassle-free eating experience 
C) a great social experience 
D) less time and cash invested 
E) friendly environment

Question 13

-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website. This is done by tracking the average visits per unique monthly visitor and the average time spent per visit, in minutes, that is displayed on its marketing dashboard. For 2014 where would Arrow B be shown, as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined 
A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined

Question 14

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 15

-The My M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Accepted Answer

A) wiki 
B) social media 
C) cookie 
D) collaborative filter 
E) choiceboard 
A) wiki 
B) social media 
C) cookie 
D) collaborative filter 
E) choiceboard

Question 16

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S. government to protect online consumer privacy. 
A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S. government to protect online consumer privacy.

Question 17

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Accepted Answer

A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0 
A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0

Question 18

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

Accepted Answer

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

Question 19

The ability of customers to avail themselves of numerous websites for almost anything they want and 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 20

The relationship between the interactive communication capabilities of the Internet and customization is that

Accepted Answer

A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller. 
A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C) it protects online consumer privacy about the customized products and services they desire. 
D) it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site. 
E) it reduces costs and wasted coverage both for the buyer and seller.

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the United States. This is an example of a __________ website.

The most common cross-channel shopping and buying path is to browse one or more websites and then

The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________.

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 __________.

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a __________.

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.

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

Recent research shows that __________ of U.S. online consumers are cross-channel shoppers.

What two unique capabilities of Internet technology promote and sustain customer relationships?

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

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

-The My M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

The ability of customers to avail themselves of numerous websites for almost anything they want and 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.

The relationship between the interactive communication capabilities of the Internet and customization is that

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 to Connect With Consumers

Personal Selling and Sales Management

Filters

Exam 18: Implementing Interactive and Multichannel Marketing

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the United States. This is an example of a __________ website.

The most common cross-channel shopping and buying path is to browse one or more websites and then

The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________.

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 __________.

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a __________.

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.

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

Recent research shows that __________ of U.S. online consumers are cross-channel shoppers.

What two unique capabilities of Internet technology promote and sustain customer relationships?

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

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

-The My M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

The ability of customers to avail themselves of numerous websites for almost anything they want and 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.

The relationship between the interactive communication capabilities of the Internet and customization is that

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 to Connect With Consumers

Personal Selling and Sales Management

Filters