Question 1

Seven Cycles creates __________ in the making of customized bikes for its customers in 40 countries.

Accepted Answer

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

Question 2

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends,which has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

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

Question 3

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items where

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.

Question 4

is the standard for measuring a meaningful marketspace company presence?

Accepted Answer

A)  the sales compared to the marketplace alternative 
B)  the quality of the website design 
C)  the shopping cart 
D)  the quality of the customer experience 
E)  the eight second rule 
A)  the sales compared to the marketplace alternative 
B)  the quality of the website design 
C)  the shopping cart 
D)  the quality of the customer experience 
E)  the eight second rule

Question 5

Interactive marketing is characterized by

Accepted Answer

A)  sophisticated choiceboard and personalization systems. 
B)  niche marketspaces. 
C)  the digital divide, which separates online consumers from traditional marketplace consumers. 
D)  a marketing mix strategy that de-emphasizes the promotion element. 
E)  a high level of convenience with little concern about cost. 
A)  sophisticated choiceboard and personalization systems. 
B)  niche marketspaces. 
C)  the digital divide, which separates online consumers from traditional marketplace consumers. 
D)  a marketing mix strategy that de-emphasizes the promotion element. 
E)  a high level of convenience with little concern about cost.

Question 6

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 7

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 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 20 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 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 20 percent of consumers say they visit websites from work. 
E)  Most people buy online when they are depressed.

Question 8

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

Accepted Answer

A)  an information system where anyone can post content or one where only a restricted number of people can initiate a blog. 
B)  websites that allow people to congregate online and exchange views on topics of common interest. 
C)  a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals. 
D)  user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship. 
E)  a customer's network of family, friends, acquaintances, and co-workers, with whom he or she communicates on regular basis. 
A)  an information system where anyone can post content or one where only a restricted number of people can initiate a blog. 
B)  websites that allow people to congregate online and exchange views on topics of common interest. 
C)  a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals. 
D)  user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship. 
E)  a customer's network of family, friends, acquaintances, and co-workers, with whom he or she communicates on regular basis.

Question 9

Reebok Website Image
-Reebok 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)  RSS feed 
C)  choiceboard 
D)  e-mail 
E)  collaborative filter 
A)  wiki 
B)  RSS feed 
C)  choiceboard 
D)  e-mail 
E)  collaborative filter

Question 10

Internet users ages 15 and older are expected to buy _________ worth of products and services online in 2015 (excluding travel,automobiles,and prescription medications).

Accepted Answer

A)  $829 million 
B)  $997 million 
C)  $39 billion 
D)  $232 billion 
E)  $270 billion 
A)  $829 million 
B)  $997 million 
C)  $39 billion 
D)  $232 billion 
E)  $270 billion

Question 11

online consumers who regard the Internet as a convenience tool for buying music,books,computer software,and electronics are referred to as "__________."

Accepted Answer

A)  hunter-gatherers 
B)  click-and-mortar 
C)  brand loyalists 
D)  hooked, online, and single 
E)  time-sensitive materialists 
A)  hunter-gatherers 
B)  click-and-mortar 
C)  brand loyalists 
D)  hooked, online, and single 
E)  time-sensitive materialists

Question 12

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)__________; (2)hunter-gatherers; (3)brand loyalists; (4)time-sensitive materialists; (5)hooked,online and single; and (6)ebivalent newbies.

Accepted Answer

A)  drifting surfers 
B)  desktop veterans 
C)  media movers 
D)  click-and-mortar 
E)  digital collaborators 
A)  drifting surfers 
B)  desktop veterans 
C)  media movers 
D)  click-and-mortar 
E)  digital collaborators

Question 13

popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2012.

Accepted Answer

A)  40 percent 
B)  50 percent 
C)  60 percent 
D)  70 percent 
E)  90 percent 
A)  40 percent 
B)  50 percent 
C)  60 percent 
D)  70 percent 
E)  90 percent

Question 14

Those people who object to cookies are most likely concerned with ___________.

Accepted Answer

A)  costs 
B)  privacy 
C)  damage 
D)  waste 
E)  information overload 
A)  costs 
B)  privacy 
C)  damage 
D)  waste 
E)  information overload

Question 15

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Accepted Answer

A)  connectivity 
B)  customerization 
C)  customization 
D)  communication 
E)  convenience 
A)  connectivity 
B)  customerization 
C)  customization 
D)  communication 
E)  convenience

Question 16

Figure 21-2
-Consider Figure 21-2 above."C" refers to which of the following website design elements?

Accepted Answer

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

Question 17

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 18

Users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store.NYTimes.com is an example of 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 19

Which of the following profiles would most likely describe an online consumer?

Accepted Answer

A)  a tech-savvy high school student living with her parents 
B)  a 21-year-old high school graduate earning $18,000 annually living in his own apartment 
C)  a 28-year-old chemical engineer living in the suburbs with her husband and two children 
D)  a 35-year-old high school teacher living with his wife in a duplex 
E)  a 70-year-old retired naval officer living in a retirement community 
A)  a tech-savvy high school student living with her parents 
B)  a 21-year-old high school graduate earning $18,000 annually living in his own apartment 
C)  a 28-year-old chemical engineer living in the suburbs with her husband and two children 
D)  a 35-year-old high school teacher living with his wife in a duplex 
E)  a 70-year-old retired naval officer living in a retirement community

Question 20

Reebok Website Image
-Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Accepted Answer

A)  wiki 
B)  cookie 
C)  RSS feed 
D)  choiceboard 
E)  collaborative filter 
A)  wiki 
B)  cookie 
C)  RSS feed 
D)  choiceboard 
E)  collaborative filter

Exam 21: Implementing Interactive and Multi-Channel Marketing

Seven Cycles creates __________ in the making of customized bikes for its customers in 40 countries.

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items where

is the standard for measuring a meaningful marketspace company presence?

Interactive marketing is characterized by

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

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

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

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

Internet users ages 15 and older are expected to buy _________ worth of products and services online in 2015 (excluding travel,automobiles,and prescription medications).

online consumers who regard the Internet as a convenience tool for buying music,books,computer software,and electronics are referred to as "__________."

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)__________; (2)hunter-gatherers; (3)brand loyalists; (4)time-sensitive materialists; (5)hooked,online and single; and (6)ebivalent newbies.

popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2012.

Those people who object to cookies are most likely concerned with ___________.

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Figure 21-2 -Consider Figure 21-2 above."C" refers to which of the following website design elements?

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

Users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store.NYTimes.com is an example of the __________ website design element.

Which of the following profiles would most likely describe an online consumer?

Reebok Website Image -Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Filters