Question 1

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A) With the exception of the setting used to make the exchange (online versus retail store), the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39. 
D) Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are "put off" by the difficulty in navigating so many new websites. 
A) With the exception of the setting used to make the exchange (online versus retail store), the profile of an online customer is almost identical to the traditional shopper. 
B) Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39. 
D) Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. 
E) Many people are "put off" by the difficulty in navigating so many new websites.

Question 2

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

Accepted Answer

A) 33 percent 
B) 50 percent 
C) 67 percent 
D) 80 percent 
E) 95 percent 
A) 33 percent 
B) 50 percent 
C) 67 percent 
D) 80 percent 
E) 95 percent

Question 3

The text, video, audio, and graphics that are found on a website are referred to as __________.

Accepted Answer

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

Question 4

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book or browse related titles that was reviewed. NYTimes.com effectively uses the __________ website design element.

Accepted Answer

A) convenience 
B) control 
C) connection 
D) community 
E) communication 
A) convenience 
B) control 
C) connection 
D) community 
E) communication

Question 5

Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover fourteen pictures that make lavish use of color. The Wolferman website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

Accepted Answer

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

Question 6

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Accepted Answer

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

Question 7

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. And payment can be made using one of four credit cards (Visa, MasterCard, American Express, and Discover). This shows how electronic commerce contributes to customer value through the creation of __________.

Accepted Answer

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

Question 8

Spam refers to

Accepted Answer

A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private, secret, and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated cookie whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet. 
A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private, secret, and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated cookie whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet.

Question 9

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Accepted Answer

Customer experience is defined as the su

Question 10

According to the eight-second rule,

Accepted Answer

A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds. 
A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds.

Question 11

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) __________.

Accepted Answer

A) their customers are assured that their name or buyer profile data will not be sold or shared with others 
B) customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 100% satisfaction guarantee of product quality and performance for any product purchased online 
C) customers will be protected from identity theft for any product purchased from its website 
D) the firm will never buy marketing lists from other companies that may contain their personal information 
E) opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors 
A) their customers are assured that their name or buyer profile data will not be sold or shared with others 
B) customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 100% satisfaction guarantee of product quality and performance for any product purchased online 
C) customers will be protected from identity theft for any product purchased from its website 
D) the firm will never buy marketing lists from other companies that may contain their personal information 
E) opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

Question 12

Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Accepted Answer

A) 30% 
B) 40% 
C) 50% 
D) 60% 
E) 70% 
A) 30% 
B) 40% 
C) 50% 
D) 60% 
E) 70%

Question 13

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online?

Accepted Answer

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

Question 14

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Accepted Answer

A) transactional 
B) financial 
C) service-oriented 
D) informational 
E) cross-functional 
A) transactional 
B) financial 
C) service-oriented 
D) informational 
E) cross-functional

Question 15

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Accepted Answer

A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers can shop in the marketspace anywhere at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspacE.Operating hours and geographical constraints do not exist in marketspace. Therefore, customers can shop in the marketspace anywhere at any time. 
A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers can shop in the marketspace anywhere at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspacE.Operating hours and geographical constraints do not exist in marketspace. Therefore, customers can shop in the marketspace anywhere at any time.

Question 16

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Accepted Answer

A) transformational; promotional 
B) promotional; transactional 
C) transactional; customer engagement 
D) informational; transactional 
E) customer engagement; transactional 
A) transformational; promotional 
B) promotional; transactional 
C) transactional; customer engagement 
D) informational; transactional 
E) customer engagement; transactional

Question 17

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Accepted Answer

A) people returning home from work 
B) families and mothers with no time 
C) college students living on campus 
D) men who watch sports on weekends 
E) high school students on dates 
A) people returning home from work 
B) families and mothers with no time 
C) college students living on campus 
D) men who watch sports on weekends 
E) high school students on dates

Question 18

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

Accepted Answer

A) Transactional websites are most common among store and catalog retailers and direct selling companies. 
B) Transactional websites can create channel conflict. 
C) Transactional websites may cannibalize sales from stores, catalogs, and sales representatives. 
D) Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes. 
E) Transactional websites are used less frequently by manufacturers of consumer products. 
A) Transactional websites are most common among store and catalog retailers and direct selling companies. 
B) Transactional websites can create channel conflict. 
C) Transactional websites may cannibalize sales from stores, catalogs, and sales representatives. 
D) Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes. 
E) Transactional websites are used less frequently by manufacturers of consumer products.

Question 19

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.

Accepted Answer

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

Question 20

The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Accepted Answer

A) online colonies 
B) government-to-marketer Do Not Spam monitoring 
C) web-to-web customer exchanges 
D) phishing and spamming whistleblowing 
E) consumer-to-marketer buying and service requests 
A) online colonies 
B) government-to-marketer Do Not Spam monitoring 
C) web-to-web customer exchanges 
D) phishing and spamming whistleblowing 
E) consumer-to-marketer buying and service requests

Which of the following statements regarding online consumers is most accurate?

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

The text, video, audio, and graphics that are found on a website are referred to as __________.

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book or browse related titles that was reviewed. NYTimes.com effectively uses the __________ website design element.

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Spam refers to

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

According to the eight-second rule,

Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

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

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.

The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

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

Which of the following statements regarding online consumers is most accurate?

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

The text, video, audio, and graphics that are found on a website are referred to as __________.

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book or browse related titles that was reviewed. NYTimes.com effectively uses the __________ website design element.

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Spam refers to

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

According to the eight-second rule,

Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

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

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.

The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

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

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.