Question 1

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Accepted Answer

Cookies are computer files that a market

Question 2

In marketspace, buzz refers to __________.

Accepted Answer

A) instant messaging 
B) twittering or tweeting 
C) word-of-mouth behavior 
D) firm-based viral marketing 
E) negative online ads 
A) instant messaging 
B) twittering or tweeting 
C) word-of-mouth behavior 
D) firm-based viral marketing 
E) negative online ads

Question 3

Explain how marketspace creates value for consumers in terms of the four utilities.

Accepted Answer

The marketspace creates customer value b

Question 4

Internet-enabled software permits the practice of Delta Airlines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is __________.

Accepted Answer

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

Question 5

When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed her purchase, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element.

Accepted Answer

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

Question 6

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the __________.

Accepted Answer

A) eight-second rule 
B) 80/20 principle 
C) stickiness principle 
D) hierarchy of needs 
E) efficiency rule 
A) eight-second rule 
B) 80/20 principle 
C) stickiness principle 
D) hierarchy of needs 
E) efficiency rule

Question 7

Permission marketing is based on a customer's __________.

Accepted Answer

A) past purchases 
B) opt-in 
C) spam 
D) income 
E) social media 
A) past purchases 
B) opt-in 
C) spam 
D) income 
E) social media

Question 8

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Accepted Answer

A) create portals; act as bots 
B) convert online browsers into online buyers; promote a company's products and services 
C) provide information about a company; move consumers closer to a purchase 
D) move consumers closer to a purchase; provide information about a company 
E) promote a company's products and services; convert online browsers into online buyers 
A) create portals; act as bots 
B) convert online browsers into online buyers; promote a company's products and services 
C) provide information about a company; move consumers closer to a purchase 
D) move consumers closer to a purchase; provide information about a company 
E) promote a company's products and services; convert online browsers into online buyers

Question 9

When manufacturers market their product lines using transactional websites, they often

Accepted Answer

A) cooperate with marketplace retailers to share fulfillment and sales. 
B) run the risk of breaking anti-competitive laws, such as the Clayton Act. 
C) keep their websites as simple as possible. 
D) change their pricing strategy from a skimming to a penetration pricing strategy. 
E) employ the services of Internet warehouses so they do not have to maintain title to the goods. 
A) cooperate with marketplace retailers to share fulfillment and sales. 
B) run the risk of breaking anti-competitive laws, such as the Clayton Act. 
C) keep their websites as simple as possible. 
D) change their pricing strategy from a skimming to a penetration pricing strategy. 
E) employ the services of Internet warehouses so they do not have to maintain title to the goods.

Question 10

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Accepted Answer

A) quality and price 
B) privacy and security 
C) computer knowledge and security 
D) price and privacy 
E) quality and computer knowledge 
A) quality and price 
B) privacy and security 
C) computer knowledge and security 
D) price and privacy 
E) quality and computer knowledge

Question 11

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ 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 12

One of the reasons for the continued success of Zappos.com is its ability to provide __________ through an online chat room for prospective buyers to ask questions.

Accepted Answer

A) chat assistance 
B) choice assistance 
C) blog assistance 
D) tech assistance 
E) bot assistance 
A) chat assistance 
B) choice assistance 
C) blog assistance 
D) tech assistance 
E) bot assistance

Question 13

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Accepted Answer

A) convenience 
B) cost 
C) choice 
D) communication 
E) customization 
A) convenience 
B) cost 
C) choice 
D) communication 
E) customization

Question 14

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________.

Accepted Answer

A) spam 
B) a shopping bot 
C) a web community 
D) a blog 
E) a web café 
A) spam 
B) a shopping bot 
C) a web community 
D) a blog 
E) a web café

Question 15

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A) wikis 
B) choiceboards 
C) social media 
D) cookies 
E) collaborative filters 
A) wikis 
B) choiceboards 
C) social media 
D) cookies 
E) collaborative filters

Question 16

According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people - relationships that have both high __________ and high __________."

Accepted Answer

A) trust; transactions 
B) levels of communication; brand awareness 
C) customer loyalty; consumer expectations 
D) customer interaction; product awareness 
E) customer value; mutual respect 
A) trust; transactions 
B) levels of communication; brand awareness 
C) customer loyalty; consumer expectations 
D) customer interaction; product awareness 
E) customer value; mutual respect

Question 17

OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there is no need to include dealer information. Ocean Spray uses a(n) __________ website.

Accepted Answer

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

Question 18

Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Accepted Answer

A) wikis 
B) cookies 
C) bot 
D) collaborative filtering 
E) choiceboards 
A) wikis 
B) cookies 
C) bot 
D) collaborative filtering 
E) choiceboards

Question 19

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

Accepted Answer

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

Question 20

What is the marketspace?

Accepted Answer

The marketspace is an Internet

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

In marketspace, buzz refers to __________.

Explain how marketspace creates value for consumers in terms of the four utilities.

Internet-enabled software permits the practice of Delta Airlines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is __________.

Permission marketing is based on a customer's __________.

The principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .

When manufacturers market their product lines using transactional websites, they often

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

One of the reasons for the continued success of Zappos.com is its ability to provide __________ through an online chat room for prospective buyers to ask questions.

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________.

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people - relationships that have both high and high ."

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

What is the marketspace?

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

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

In marketspace, buzz refers to __________.

Explain how marketspace creates value for consumers in terms of the four utilities.

Internet-enabled software permits the practice of Delta Airlines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is __________.

Permission marketing is based on a customer's __________.

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

When manufacturers market their product lines using transactional websites, they often

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

One of the reasons for the continued success of Zappos.com is its ability to provide __________ through an online chat room for prospective buyers to ask questions.

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________.

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people - relationships that have both high __________ and high __________."

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

What is the marketspace?

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

The principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .

According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people - relationships that have both high and high ."