Question 1

Interactive marketing is characterized by

Accepted Answer

A) niche marketspaces. 
B) sophisticated choiceboards. 
C) the digital divide, which separates online consumers from traditional marketplace consumers. 
D) a marketing mix strategy that de-emphasizes the promotion element. 
E) human-to-human mediated online "chat room" communication prior to the purchase 
A) niche marketspaces. 
B) sophisticated choiceboards. 
C) the digital divide, which separates online consumers from traditional marketplace consumers. 
D) a marketing mix strategy that de-emphasizes the promotion element. 
E) human-to-human mediated online "chat room" communication prior to the purchase

Question 2

There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Accepted Answer

A) embed a message in the product or service 
B) use customerization 
C) use choiceboards 
D) use niche marketing 
E) use permission marketing 
A) embed a message in the product or service 
B) use customerization 
C) use choiceboards 
D) use niche marketing 
E) use permission marketing

Question 3

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Accepted Answer

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

Question 4

Viral marketing refers to

Accepted Answer

A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word. 
B) malicious malware that is used to create doppelgangers on competitors' websites. 
C) a subversive program that automatically transfers viruses from one website to another. 
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. 
E) an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook. 
A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word. 
B) malicious malware that is used to create doppelgangers on competitors' websites. 
C) a subversive program that automatically transfers viruses from one website to another. 
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. 
E) an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

Question 5

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Accepted Answer

A) 1 
B) 2 
C) 6 
D) 11 
E) 26 
A) 1 
B) 2 
C) 6 
D) 11 
E) 26

Question 6

About __________ of U.S. online shoppers engage in showrooming.

Accepted Answer

A) 10% 
B) 25% 
C) 33% 
D) 40% 
E) 50% 
A) 10% 
B) 25% 
C) 33% 
D) 40% 
E) 50%

Question 7

-The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Accepted Answer

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

Question 8

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

Accepted Answer

A) prepurchase trial is critical. 
B) digital delivery is the single most important factor. 
C) audio or video demonstration is important. 
D) price and delivery time are not key factors. 
E) price and speed of delivery are the determinant sales factors. 
A) prepurchase trial is critical. 
B) digital delivery is the single most important factor. 
C) audio or video demonstration is important. 
D) price and delivery time are not key factors. 
E) price and speed of delivery are the determinant sales factors.

Question 9

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

Accepted Answer

The marketspace allows marketers to enha

Question 10

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

Accepted Answer

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

Question 11

Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.

Accepted Answer

A) bot 
B) cookie 
C) choiceboard 
D) filtering 
E) print screen 
A) bot 
B) cookie 
C) choiceboard 
D) filtering 
E) print screen

Question 12

The home page for TheKnot.com, a website for locating everything needed for a wedding. The site 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 13

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

Accepted Answer

A) uses the Internet makes her life more manageable so she can spend more time 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 20 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) does not use the Internet to search for information about her child's/children's health 
A) uses the Internet makes her life more manageable so she can spend more time 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 20 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) does not use the Internet to search for information about her child's/children's health

Question 14

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Accepted Answer

A) blogs 
B) web communities 
C) buzz 
D) chat oases 
E) web cafés 
A) blogs 
B) web communities 
C) buzz 
D) chat oases 
E) web cafés

Question 15

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A) interface 
B) cross-channel shopper 
C) behavioral targeting 
D) symbiotic 
E) multichannel 
A) interface 
B) cross-channel shopper 
C) behavioral targeting 
D) symbiotic 
E) multichannel

Question 16

Individuality and interactivity are important capabilities that marketers derive from Internet technology, and important building blocks for buyer-seller relationships. Companies should empower customers to (1) influence the timing and extent of the buyer-seller interaction and (2) __________, the information they receive, and in some cases, the prices they pay.

Accepted Answer

A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm 
A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm

Question 17

Promotional websites generate interest in and trial of a company's products and services by

Accepted Answer

A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees, investors, and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits. 
A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees, investors, and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits.

Question 18

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

Which of the following characteristics of online shopping contributes most to its convenience?

Accepted Answer

A) Customers do not have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace 
A) Customers do not have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B) Consumers can avail themselves of numerous websites for almost any product or service they want. 
C) Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D) Consumers can engage in an electronic dialogue with marketers. 
E) Consumers are in charge in the marketspace

Interactive marketing is characterized by

There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Viral marketing refers to

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

About __________ of U.S. online shoppers engage in showrooming.

-The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

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

Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.

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

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Promotional websites generate interest in and trial of a company's products and services by

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

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

Which of the following characteristics of online shopping contributes most to its convenience?

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

Interactive marketing is characterized by

There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Viral marketing refers to

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

About __________ of U.S. online shoppers engage in showrooming.

-The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

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

Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.

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

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Promotional websites generate interest in and trial of a company's products and services by

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

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

Which of the following characteristics of online shopping contributes most to its convenience?

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

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