Question 1

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 2

Collaborative filtering refers to

Accepted Answer

A) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
B) 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. 
C) 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. 
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) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
B) 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. 
C) 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. 
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 3

The typical Internet mom is

Accepted Answer

A) 23 years old, taking college classes online, and has an infant or toddler at home. 
B) 28 years old, a college graduate, recently remarried, and the mother of a blended family. 
C) 35 years old, a high school graduate, and a single parent working outside the home. 
D) 38 years old, married, a college graduate, and working outside the home. 
E) 43 years old, recently divorced, children starting college, and working part-time 
A) 23 years old, taking college classes online, and has an infant or toddler at home. 
B) 28 years old, a college graduate, recently remarried, and the mother of a blended family. 
C) 35 years old, a high school graduate, and a single parent working outside the home. 
D) 38 years old, married, a college graduate, and working outside the home. 
E) 43 years old, recently divorced, children starting college, and working part-time

Question 4

-Consider Figure 18-2 above. B 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 5

In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

Accepted Answer

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

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 e-mail the pictures to their friends. The average webcam user sends four e-mails 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

Which of these may be a reason why consumers do NOT shop and buy online?

Accepted Answer

A) bots 
B) buzz 
C) spam 
D) cookies 
E) interstitials 
A) bots 
B) buzz 
C) spam 
D) cookies 
E) interstitials

Question 8

In terms of the online customer experience, context refers to

Accepted Answer

A) the ability of a website to modify itself to, or be modified by, each individual user. 
B) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
C) the website's ability to conduct sales transactions for products and services. 
D) a patented feature that allows users to order products with a single mouse click. 
E) the dialogue that occurs between the website and its users. 
A) the ability of a website to modify itself to, or be modified by, each individual user. 
B) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
C) the website's ability to conduct sales transactions for products and services. 
D) a patented feature that allows users to order products with a single mouse click. 
E) the dialogue that occurs between the website and its users.

Question 9

Levi's Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length, and extra treatments (sanding, paint drips). From start to delivery takes about a month's time. This describes one example of why consumers shop and shop and buy online, which is

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

With interactive marketing,

Accepted Answer

A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossiblE.Key term definition - interactive marketing. 
A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossiblE.Key term definition - interactive marketing.

Question 12

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Accepted Answer

A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience 
A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience

Question 13

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 is referred to as __________.

Accepted Answer

A) multichannel marketing 
B) strategic channel alliances 
C) dual-track reselling 
D) dual distribution 
E) retail segmentation 
A) multichannel marketing 
B) strategic channel alliances 
C) dual-track reselling 
D) dual distribution 
E) retail segmentation

Question 14

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Accepted Answer

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

Question 15

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Accepted Answer

A) a choiceboard 
B) collaborative filtering 
C) connectivity 
D) interactive marketing 
E) personalization 
A) a choiceboard 
B) collaborative filtering 
C) connectivity 
D) interactive marketing 
E) personalization

Question 16

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun

Question 17

How are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e

Question 18

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. If the individual has to stop looking before seeing all the relevant jobs, Monster.com will remember where he or she left off. Monster.com uses consumer-initiated practice of __________.

Accepted Answer

A) choiceboard 
B) collaborative filter 
C) individualization 
D) personalization 
E) permission marketing 
A) choiceboard 
B) collaborative filter 
C) individualization 
D) personalization 
E) permission marketing

Question 19

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A) Gantt chart 
B) market-product grid 
C) marketing dashboard 
D) information screen 
E) BCG matrix 
A) Gantt chart 
B) market-product grid 
C) marketing dashboard 
D) information screen 
E) BCG matrix

Question 20

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

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

Those people who object to cookies are most likely concerned with __________.

Collaborative filtering refers to

The typical Internet mom is

-Consider Figure 18-2 above. B refers to which of the following website design elements?

In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

Which of these may be a reason why consumers do NOT shop and buy online?

In terms of the online customer experience, context refers to

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

With interactive marketing,

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

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 is referred to as __________.

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of and balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Define spam and viral marketing.

How are transactional and promotional websites different?

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

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

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

Those people who object to cookies are most likely concerned with __________.

Collaborative filtering refers to

The typical Internet mom is

-Consider Figure 18-2 above. B refers to which of the following website design elements?

In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

Which of these may be a reason why consumers do NOT shop and buy online?

In terms of the online customer experience, context refers to

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

With interactive marketing,

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

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 is referred to as __________.

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Define spam and viral marketing.

How are transactional and promotional websites different?

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

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

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

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

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of and balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.