Question 1

All of the following are popular product categories for showrooming EXCEPT:

Accepted Answer

A) toys. 
B) books. 
C) apparel. 
D) consumer electronics. 
E) home appliances. 
A) toys. 
B) books. 
C) apparel. 
D) consumer electronics. 
E) home appliances.

Question 2

In terms of website design, connection refers to

Accepted Answer

A) the text, video, audio, and graphics that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the websitE.Text term definition - connection. 
A) the text, video, audio, and graphics that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the websitE.Text term definition - connection.

Question 3

The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website incorporates the __________ design element.

Accepted Answer

A) context 
B) choice 
C) community 
D) convenience 
E) connection 
A) context 
B) choice 
C) community 
D) convenience 
E) connection

Question 4

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

Accepted Answer

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

Question 7

A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background but there are no links to other websites. The WWE.com website is lacking __________, a website design element that influences customer experience.

Accepted Answer

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

Question 8

In terms of the online customer experience, customization refers to

Accepted Answer

A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B) the website's ability to conduct sales transactions for products and services. 
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services. 
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
E) the ability of a website to modify itself to, or be modified by, each individual user. 
A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B) the website's ability to conduct sales transactions for products and services. 
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services. 
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
E) the ability of a website to modify itself to, or be modified by, each individual user.

Question 9

Compared to the general population, the profile of online consumers tend to be

Accepted Answer

A) younger, more educated, more affluent and equally male and female. 
B) younger, more educated, conservative, and male. 
C) younger, more educated, socially conscious, and female. 
D) older, less educated, less affluent, and male. 
E) older, more educated, more affluent, and femalE.As a group, online consumers are equally likely to be women and men, but tend to be better educated, are younger, and are more affluent than the general U.S. population. 
A) younger, more educated, more affluent and equally male and female. 
B) younger, more educated, conservative, and male. 
C) younger, more educated, socially conscious, and female. 
D) older, less educated, less affluent, and male. 
E) older, more educated, more affluent, and femalE.As a group, online consumers are equally likely to be women and men, but tend to be better educated, are younger, and are more affluent than the general U.S. population.

Question 10

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used __________ to introduce its new product.

Accepted Answer

A) opt-out marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing 
A) opt-out marketing 
B) personalization 
C) viral marketing 
D) buzz marketing 
E) permission marketing

Question 11

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Accepted Answer

A) the stickiness guideline 
B) the 80/20 principle 
C) the eight-second rule 
D) the law of limited patience 
E) the expedience factor 
A) the stickiness guideline 
B) the 80/20 principle 
C) the eight-second rule 
D) the law of limited patience 
E) the expedience factor

Question 12

Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.

Accepted Answer

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

Question 13

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 14

Why would an online consumer want to use a bot?

Accepted Answer

A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots assist in comparison shopping online. 
E) Bots allow marketers to record an online consumer's visits to their websites. 
A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots assist in comparison shopping online. 
E) Bots allow marketers to record an online consumer's visits to their websites.

Question 15

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________.

Accepted Answer

A) consumer responsibility 
B) closer global alliances 
C) web communities 
D) social responsibility 
E) courteous online dialogue 
A) consumer responsibility 
B) closer global alliances 
C) web communities 
D) social responsibility 
E) courteous online dialogue

Question 16

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a __________.

Accepted Answer

A) choiceboard 
B) permission-based e-mail 
C) cookie 
D) bot 
E) collaborative filter 
A) choiceboard 
B) permission-based e-mail 
C) cookie 
D) bot 
E) collaborative filter

Question 17

Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.

Accepted Answer

A) service utility 
B) place utility 
C) possession utility 
D) form utility 
E) time and possession utility 
A) service utility 
B) place utility 
C) possession utility 
D) form utility 
E) time and possession utility

Question 18

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A) drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price. 
B) call all five bookstores in her community to inquire about the price of the book at each one. 
C) use a bot to comb the websites of online booksellers and locate the one with the best price. 
D) use a cookie to contact various bookstores and find the one with the best price. 
E) create a choiceboard using the Barnes & Noble's Facebook Pag 
A) drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price. 
B) call all five bookstores in her community to inquire about the price of the book at each one. 
C) use a bot to comb the websites of online booksellers and locate the one with the best price. 
D) use a cookie to contact various bookstores and find the one with the best price. 
E) create a choiceboard using the Barnes & Noble's Facebook Pag

Question 19

From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience 
A) digitalization 
B) online marketing 
C) website design 
D) interactive marketing 
E) customer experience

Question 20

Pizza Hut's website __________ are integrated with the company's overall communications programs - including traditional media - with product innovations, promotions, and special events shared across platforms.

Accepted Answer

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

All of the following are popular product categories for showrooming EXCEPT:

In terms of website design, connection refers to

The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website incorporates the __________ design element.

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

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

Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background but there are no links to other websites. The WWE.com website is lacking __________, a website design element that influences customer experience.

In terms of the online customer experience, customization refers to

Compared to the general population, the profile of online consumers tend to be

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.

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.

Why would an online consumer want to use a bot?

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________.

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a __________.

Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.

From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Pizza Hut's website __________ are integrated with the company's overall communications programs - including traditional media - with product innovations, promotions, and special events shared across platforms.

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

All of the following are popular product categories for showrooming EXCEPT:

In terms of website design, connection refers to

The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website incorporates the __________ design element.

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

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

Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background but there are no links to other websites. The WWE.com website is lacking __________, a website design element that influences customer experience.

In terms of the online customer experience, customization refers to

Compared to the general population, the profile of online consumers tend to be

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.

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.

Why would an online consumer want to use a bot?

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________.

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a __________.

Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.

From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Pizza Hut's website __________ are integrated with the company's overall communications programs - including traditional media - with product innovations, promotions, and special events shared across platforms.

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