Question 1

Pizza Hut was a pioneer in QSR. QSR is an acronym for __________.

Accepted Answer

A) quick serve restaurant 
B) quality service restaurant 
C) quality, service, and responsibility 
D) quantity service restaurant 
E) quality service review 
A) quick serve restaurant 
B) quality service restaurant 
C) quality, service, and responsibility 
D) quantity service restaurant 
E) quality service review

Question 2

Word-of-mouth behavior in marketspace is referred to as __________.

Accepted Answer

A) tweets 
B) buzz 
C) instant messaging 
D) blogging 
E) likes 
A) tweets 
B) buzz 
C) instant messaging 
D) blogging 
E) likes

Question 3

A webpage that serves as a publicly accessible personal journal for an individual or organization is referred to as (a) __________.

Accepted Answer

A) spam 
B) blog 
C) buzz 
D) forum 
E) journalog 
A) spam 
B) blog 
C) buzz 
D) forum 
E) journalog

Question 4

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Accepted Answer

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

Question 5

Pizza Hut's 2009 program to identify a summer intern, or __________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Accepted Answer

A) Trusttern 
B) Twintern 
C) Stutern 
D) Brandtern 
E) Blogtern 
A) Trusttern 
B) Twintern 
C) Stutern 
D) Brandtern 
E) Blogtern

Question 6

The amount of time per month that visitors spend on a company's website is referred to as

Accepted Answer

A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness. 
A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness.

Question 7

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Accepted Answer

Companies have adopted initiatives to de

Question 8

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A) Twenty percent of online sales occur Monday through Friday. 
B) The busiest online shopping day is Wednesday. 
C) Favorite websites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories. 
D) Some 10 percent of consumers say they visit websites from work. 
E) Most people buy online when they are depressed. 
A) Twenty percent of online sales occur Monday through Friday. 
B) The busiest online shopping day is Wednesday. 
C) Favorite websites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories. 
D) Some 10 percent of consumers say they visit websites from work. 
E) Most people buy online when they are depressed.

Question 9

-Consider Figure 18-2 above. G 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 10

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Accepted Answer

A) 15 
B) 28 
C) 34 
D) 56 
E) 76 
A) 15 
B) 28 
C) 34 
D) 56 
E) 76

Question 11

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used __________.

Accepted Answer

A) opt-out marketing 
B) customerization 
C) viral marketing 
D) niche marketing 
E) buzz marketing 
A) opt-out marketing 
B) customerization 
C) viral marketing 
D) niche marketing 
E) buzz marketing

Question 12

In terms of website design and the online customer experience, commerce refers to

Accepted Answer

A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers, distributors, and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services. 
A) business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B) Internet-based networks that permit communication between a company and its suppliers, distributors, and other partners. 
C) websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D) the application of information and communication technologies in support of the firm's entire business activities. 
E) the website's ability to conduct sales transactions for products and services.

Question 13

The term __________ refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands.

Accepted Answer

A) deactivate 
B) consent-retract 
C) opt-out 
D) permission-denied 
E) authorization-denied 
A) deactivate 
B) consent-retract 
C) opt-out 
D) permission-denied 
E) authorization-denied

Question 14

Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________.

Accepted Answer

A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering 
A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering

Question 15

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the __________ website 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 16

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

Accepted Answer

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

Question 17

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Accepted Answer

A) Anti-SPAM 
B) E-Mail Privacy 
C) Digital Marketing 
D) Consumer E-Mail Solicitation 
E) CAN-SPAM 
A) Anti-SPAM 
B) E-Mail Privacy 
C) Digital Marketing 
D) Consumer E-Mail Solicitation 
E) CAN-SPAM

Question 18

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market

Question 19

The revenues from online shopping

Accepted Answer

A) did not begin to show promise until 2011 when online security measures improved. 
B) stabilized in 2012 when Internet penetration reached 98 percent of all U.S. households. 
C) grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006. 
D) has grown year after year and is expected to continue to increase over the next few years. 
E) grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013. 
A) did not begin to show promise until 2011 when online security measures improved. 
B) stabilized in 2012 when Internet penetration reached 98 percent of all U.S. households. 
C) grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006. 
D) has grown year after year and is expected to continue to increase over the next few years. 
E) grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Question 20

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items like computers, consumer electronics, and books for which

Accepted Answer

A) digital delivery is an important factor as well as post-purchase support services. 
B) price and speed of delivery are the determinant sales factors. 
C) convenience is very important, even more so than price or quality. 
D) product information is an important part of the purchase decision but prepurchase trial is not necessarily critical. 
E) price and delivery time are not key factors, but product warranties are very important. 
A) digital delivery is an important factor as well as post-purchase support services. 
B) price and speed of delivery are the determinant sales factors. 
C) convenience is very important, even more so than price or quality. 
D) product information is an important part of the purchase decision but prepurchase trial is not necessarily critical. 
E) price and delivery time are not key factors, but product warranties are very important.

Pizza Hut was a pioneer in QSR. QSR is an acronym for __________.

Word-of-mouth behavior in marketspace is referred to as __________.

A webpage that serves as a publicly accessible personal journal for an individual or organization is referred to as (a) __________.

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Pizza Hut's 2009 program to identify a summer intern, or __________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

The amount of time per month that visitors spend on a company's website is referred to as

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

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

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

In terms of website design and the online customer experience, commerce refers to

The term __________ refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands.

Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________.

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the __________ website design element.

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

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Define and explain the importance of the eight-second rule.

The revenues from online shopping

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items like computers, consumer electronics, and books for which

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

Pizza Hut was a pioneer in QSR. QSR is an acronym for __________.

Word-of-mouth behavior in marketspace is referred to as __________.

A webpage that serves as a publicly accessible personal journal for an individual or organization is referred to as (a) __________.

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

The amount of time per month that visitors spend on a company's website is referred to as

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

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

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

In terms of website design and the online customer experience, commerce refers to

The term __________ refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands.

Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________.

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the __________ website design element.

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

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Define and explain the importance of the eight-second rule.

The revenues from online shopping

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items like computers, consumer electronics, and books for which

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