Question 1

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Accepted Answer

A) finds the Internet more of a distraction, interrupting time that she could spend with her family 
B) is primarily a "surfer" of the Internet, going online without a specific task or goal in mind 
C) spends an average of almost 7 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m. and 11:00 p.m. 
E) uses the Internet as the primary source of information about her children's health 
A) finds the Internet more of a distraction, interrupting time that she could spend with her family 
B) is primarily a "surfer" of the Internet, going online without a specific task or goal in mind 
C) spends an average of almost 7 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m. and 11:00 p.m. 
E) uses the Internet as the primary source of information about her children's health

Question 2

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts. 
E) Most people buy online when they are depressed. 
A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts. 
E) Most people buy online when they are depressed.

Question 3

Multichannel marketing refers to

Accepted Answer

A) selling the same product to the same customers under two distinct brand names. 
B) selling the same product to the same customers at two different price points through two different distributors. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D) the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E) the blending of non-electronic communication and delivery channels to counteract the power of online buying. 
A) selling the same product to the same customers under two distinct brand names. 
B) selling the same product to the same customers at two different price points through two different distributors. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D) the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E) the blending of non-electronic communication and delivery channels to counteract the power of online buying.

Question 4

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Accepted Answer

A) choiceboard 
B) conventional 
C) transactional 
D) promotional 
E) intermediary 
A) choiceboard 
B) conventional 
C) transactional 
D) promotional 
E) intermediary

Question 5

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 customers to design their own products by answering questions and choosing from a menu of 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 customers to design their own products by answering questions and choosing from a menu of 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 6

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) 106 
B) 60 
C) 600 
D) 6,000 
E) 6 million 
A) 106 
B) 60 
C) 600 
D) 6,000 
E) 6 million

Question 7

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

Accepted Answer

A) content 
B) creativity 
C) consistency 
D) collaboration 
E) control 
A) content 
B) creativity 
C) consistency 
D) collaboration 
E) control

Question 8

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 webpage 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 webpage 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 9

Which of the following statements about promotional websites is NOT true?

Accepted Answer

A) Promotional websites can be used to support a company's traditional marketing channel. 
B) Promotional websites provide information on how items can be used and where they can be purchased. 
C) Promotional websites are effective in generating interest in and trial of a company's products. 
D) Promotional websites can cannibalize sales. 
E) Promotional websites advertise and promote a company's products and services. 
A) Promotional websites can be used to support a company's traditional marketing channel. 
B) Promotional websites provide information on how items can be used and where they can be purchased. 
C) Promotional websites are effective in generating interest in and trial of a company's products. 
D) Promotional websites can cannibalize sales. 
E) Promotional websites advertise and promote a company's products and services.

Question 10

The eight-second rule refers to the view that

Accepted Answer

A) if a website does not attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B) customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C) any online purchase should take no more than eight seconds to complete. 
D) prospective customers will not wait longer than eight seconds for a response in a chat room. 
E) 50 percent of online consumers will spend less than eight seconds surfing a websit 
A) if a website does not attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B) customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C) any online purchase should take no more than eight seconds to complete. 
D) prospective customers will not wait longer than eight seconds for a response in a chat room. 
E) 50 percent of online consumers will spend less than eight seconds surfing a websit

Question 11

Travel websites like Priceline.com are designed to be __________-oriented, with emphasis on destinations, scheduling, and prices.

Accepted Answer

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

Question 12

When Pizza Hut designed its website, it wanted to make easy and user-friendly; it wanted its website to recognize each customer. The website was designed to retrieve a repeat customer's address, telephone number, and payment options automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a __________.

Accepted Answer

A) cookie 
B) portal 
C) gopher 
D) spider 
E) bot 
A) cookie 
B) portal 
C) gopher 
D) spider 
E) bot

Question 13

Permission marketing refers to

Accepted Answer

A) 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. 
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
A) 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. 
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. 
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Question 14

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 15

-Consider Figure 18-1 above. The revenues from online shopping

Accepted Answer

A) did not begin to show promise until 2011 when online security measures improved. 
B) stabilized in 2016 when Internet penetration reached 98 percent of all U.S. households. 
C) grew rapidly during 2012-2013 and then declined sharply in 2013 when the dot.com bubble burst. 
D) has grown moderately in the past and is expected to continue its moderate growth over the next few years. 
E) grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013. 
A) did not begin to show promise until 2011 when online security measures improved. 
B) stabilized in 2016 when Internet penetration reached 98 percent of all U.S. households. 
C) grew rapidly during 2012-2013 and then declined sharply in 2013 when the dot.com bubble burst. 
D) has grown moderately in the past and is expected to continue its moderate growth over the next few years. 
E) grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Question 16

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought….", you are seeing the application of __________.

Accepted Answer

A) real-time e-commerce 
B) connectivity 
C) interactive marketing 
D) personalization 
E) collaborative filtering 
A) real-time e-commerce 
B) connectivity 
C) interactive marketing 
D) personalization 
E) collaborative filtering

Question 17

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) when shoppers visit a retail store to inspect merchandise, but then purchase that merchandise online, either from the store or one of its competitors. 
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) when shoppers visit a retail store to inspect merchandise, but then purchase that merchandise online, either from the store or one of its competitors.

Question 18

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) __________; (4) customization; (5) communication; (6) connection; and (7) commerce.

Accepted Answer

A) creativity 
B) community 
C) consistency 
D) collaboration 
E) control 
A) creativity 
B) community 
C) consistency 
D) collaboration 
E) control

Question 19

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

Accepted Answer

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

Question 20

In terms of website design, communication refers to

Accepted Answer

A) the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment. 
B) the speed and ease with which a customer can move between pages on a website. 
C) website's ability to tailor itself to different users or to allow users to personalize the website. 
D) the dialogue that unfolds between the website and its users. 
E) the links from a company's website to a customer's e-mail, Facebook, or Twitter account. 
A) the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment. 
B) the speed and ease with which a customer can move between pages on a website. 
C) website's ability to tailor itself to different users or to allow users to personalize the website. 
D) the dialogue that unfolds between the website and its users. 
E) the links from a company's website to a customer's e-mail, Facebook, or Twitter account.

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Multichannel marketing refers to

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Interactive marketing refers to

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!"

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

A blog refers to

Which of the following statements about promotional websites is NOT true?

The eight-second rule refers to the view that

Travel websites like Priceline.com are designed to be __________-oriented, with emphasis on destinations, scheduling, and prices.

Permission marketing refers to

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

-Consider Figure 18-1 above. The revenues from online shopping

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought….", you are seeing the application of __________.

Showrooming refers to

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) __________; (4) customization; (5) communication; (6) connection; and (7) commerce.

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

In terms of website design, communication refers to

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 recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Multichannel marketing refers to

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Interactive marketing refers to

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!"

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

A blog refers to

Which of the following statements about promotional websites is NOT true?

The eight-second rule refers to the view that

Travel websites like Priceline.com are designed to be __________-oriented, with emphasis on destinations, scheduling, and prices.

Permission marketing refers to

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

-Consider Figure 18-1 above. The revenues from online shopping

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought….", you are seeing the application of __________.

Showrooming refers to

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) __________; (4) customization; (5) communication; (6) connection; and (7) commerce.

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

In terms of website design, communication refers to

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