Question 1

Bots refer to

Accepted Answer

A) web pages that serve as publicly accessible personal journal for an individual or organization. 
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. 
C) electronic shopping agents that comb websites to compare prices and product or service features. 
D) filters that reduce the number of unsolicited messages allowed into an individual's e-mail account. 
E) interactive Internet-enabled systems that allow individual customers to design their own products and services. 
A) web pages that serve as publicly accessible personal journal for an individual or organization. 
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. 
C) electronic shopping agents that comb websites to compare prices and product or service features. 
D) filters that reduce the number of unsolicited messages allowed into an individual's e-mail account. 
E) interactive Internet-enabled systems that allow individual customers to design their own products and services.

Question 2

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as __________.

Accepted Answer

A) customerization 
B) viral marketing 
C) communication 
D) spam 
E) buzz 
A) customerization 
B) viral marketing 
C) communication 
D) spam 
E) buzz

Question 3

Pizza Hut revolutionized the quick serve restaurant (QSR)world through a(n)__________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A) interface 
B) cross-channel shopper 
C) behavioral targeting 
D) symbiotic 
E) multichannel 
A) interface 
B) cross-channel shopper 
C) behavioral targeting 
D) symbiotic 
E) multichannel

Question 4

Viral marketing refers to

Accepted Answer

A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word. 
B) malicious malware that is used to create doppelgangers on competitors' websites. 
C) a subversive program that automatically transfers viruses from one website to another. 
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs. 
E) an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook. 
A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word. 
B) malicious malware that is used to create doppelgangers on competitors' websites. 
C) a subversive program that automatically transfers viruses from one website to another. 
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs. 
E) an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

Question 5

Bots contribute to the convenience of online shopping because they

Accepted Answer

A) reduce time spent online. 
B) allow customers to make online comparisons of prices and product features. 
C) permit customers to design one-of-a-kind items that fit their specific needs. 
D) allow customers to engage in an electronic dialogue with marketers. 
E) offer customers almost any product or service they want. 
A) reduce time spent online. 
B) allow customers to make online comparisons of prices and product features. 
C) permit customers to design one-of-a-kind items that fit their specific needs. 
D) allow customers to engage in an electronic dialogue with marketers. 
E) offer customers almost any product or service they want.

Question 6

Since promotions are an important expectation in pizza purchasing,Pizza Hut's __________ and __________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Accepted Answer

A) context;content 
B) communication;context 
C) commerce;customization 
D) communication;connection 
E) content;community 
A) context;content 
B) communication;context 
C) commerce;customization 
D) communication;connection 
E) content;community

Question 7

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 8

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

Accepted Answer

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

Question 9

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 10

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 11

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to (1)influence the timing and extent of the buyer-seller interaction and (2)__________,the information they receive,and in some cases,the prices they pay.

Accepted Answer

A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm 
A) demand product quality and timely service 
B) shop confidently without fear of identity theft 
C) speed up the click-through process 
D) have a say in the kind of products and services they buy 
E) comparison shop with the prices of competitors alongside those of the firm

Question 12

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

Accepted Answer

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

Question 13

To gauge stickiness,a company monitors

Accepted Answer

A) the average time it takes customers to make a purchase from the time they logon to a website to the time they logoff. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase. 
A) the average time it takes customers to make a purchase from the time they logon to a website to the time they logoff. 
B) the average time it takes for customers to move from one page of a website to another. 
C) the amount of time per month,in minutes,visitors spend on a company's website. 
D) the number of visits by a unique customer to the same website before an actual purchase is made. 
E) the total time,in hours and minutes,that it takes for a customer to make an online purchase.

Question 14

One category product and service category that dominates online consumer buying consists of highly standardized products and services,such as small appliances and casual apparel,for which

Accepted Answer

A) audio or video demonstration is important. 
B) price and delivery time are not key factors. 
C) digital delivery is an important factor. 
D) assortment and speed of delivery are the determinant sales factors. 
E) information about price is important. 
A) audio or video demonstration is important. 
B) price and delivery time are not key factors. 
C) digital delivery is an important factor. 
D) assortment and speed of delivery are the determinant sales factors. 
E) information about price is important.

Question 15

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

Accepted Answer

A) desktop veterans 
B) e-bivalent newbies 
C) media movers 
D) drifting surfers 
E) digital collaborators 
A) desktop veterans 
B) e-bivalent newbies 
C) media movers 
D) drifting surfers 
E) digital collaborators

Question 16

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

Question 17

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Accepted Answer

A) offering the greatest selection 
B) speed up the delivery process 
C) saved preferences 
D) offering the best value for the price 
E) create strong customer relationship 
A) offering the greatest selection 
B) speed up the delivery process 
C) saved preferences 
D) offering the best value for the price 
E) create strong customer relationship

Question 18

The home page for TheKnot.com,a website for locating everything needed for a wedding.The site contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ 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 19

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

Accepted Answer

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

Question 20

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

Accepted Answer

A) an information system where anyone can post content depending upon his or her level of self-disclosure. 
B) websites that allow people to congregate in online chat rooms to 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 favorable buyer-seller relationships. 
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 depending upon his or her level of self-disclosure. 
B) websites that allow people to congregate in online chat rooms to 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 favorable buyer-seller relationships. 
E) a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.

Exam 21: Implementing Interactive and Multichannel Marketing

Bots refer to

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as __________.

Pizza Hut revolutionized the quick serve restaurant (QSR)world through a(n)__________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Viral marketing refers to

Bots contribute to the convenience of online shopping because they

Since promotions are an important expectation in pizza purchasing,Pizza Hut's __________ and __________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

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 __________.

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

In terms of the online customer experience,customization refers to

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.

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

To gauge stickiness,a company monitors

One category product and service category that dominates online consumer buying consists of highly standardized products and services,such as small appliances and casual apparel,for which

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

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

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Since promotions are an important expectation in pizza purchasing,Pizza Hut's and website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.