Question 1

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun

Question 2

The online consumer lifestyle segment called "hunter-gatherers"

Accepted Answer

A) rarely spend money online and use the Internet only as an information source. 
B) regularly visit their favorite bookmarked websites and spend the most money online. 
C) regard the Internet as a convenient tool for buying music,books,and computer software. 
D) are married couples with children at home who use the Internet like a consumer magazine. 
E) consist of young,affluent single consumers who spend more time online than any other segment. 
A) rarely spend money online and use the Internet only as an information source. 
B) regularly visit their favorite bookmarked websites and spend the most money online. 
C) regard the Internet as a convenient tool for buying music,books,and computer software. 
D) are married couples with children at home who use the Internet like a consumer magazine. 
E) consist of young,affluent single consumers who spend more time online than any other segment.

Question 3

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A) consent-in. 
B) choose-in. 
C) agreement-in. 
D) opt-in. 
E) permission-in. 
A) consent-in. 
B) choose-in. 
C) agreement-in. 
D) opt-in. 
E) permission-in.

Question 4

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 5

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.

Accepted Answer

A) not-in 
B) consent-out 
C) opt-out 
D) permission-denied 
E) authorization-denied 
A) not-in 
B) consent-out 
C) opt-out 
D) permission-denied 
E) authorization-denied

Question 6

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Accepted Answer

Online consumers differ from the general

Question 7

The Clinique Division of Estée Lauder,Inc. ,markets cosmetics through department stores.Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store.It is impossible to purchase the items from the website;rather Clinique uses its __________ website to build customer relationships.

Accepted Answer

A) conventional 
B) transactional 
C) promotional 
D) transformational 
E) customer conversion 
A) conventional 
B) transactional 
C) promotional 
D) transformational 
E) customer conversion

Question 8

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

Accepted Answer

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

Question 9

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 10

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

Accepted Answer

A) finds the Internet more of a distraction,interrupting time that she could spend with her family 
B) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 7 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health 
A) finds the Internet more of a distraction,interrupting time that she could spend with her family 
B) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 7 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health

Question 11

The online consumers who are relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________."

Accepted Answer

A) hunter-gatherers 
B) click-and-mortar 
C) e-bivalent newbies 
D) time-sensitive materialists 
E) brand loyalists 
A) hunter-gatherers 
B) click-and-mortar 
C) e-bivalent newbies 
D) time-sensitive materialists 
E) brand loyalists

Question 12

List the six reasons why consumers shop and buy online.

Accepted Answer

The six reasons consumers shop

Question 13

Online consumers are called empowered consumers because

Accepted Answer

A) products and services purchased online often cost less than in a retail store. 
B) online shopping does not require that they fight traffic,find a parking space,walk long store aisles,and wait in line at checkout. 
C) they can control their shopping and purchase decision process. 
D) there are websites for almost any product or service they want. 
E) they can engage in an electronic dialogue with marketers. 
A) products and services purchased online often cost less than in a retail store. 
B) online shopping does not require that they fight traffic,find a parking space,walk long store aisles,and wait in line at checkout. 
C) they can control their shopping and purchase decision process. 
D) there are websites for almost any product or service they want. 
E) they can engage in an electronic dialogue with marketers.

Question 14

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as __________.

Accepted Answer

A) a choiceboard 
B) collaborative filtering 
C) connectivity 
D) interactive marketing 
E) personalization 
A) a choiceboard 
B) collaborative filtering 
C) connectivity 
D) interactive marketing 
E) personalization

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

A) cooperate with marketplace retailers. 
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. 
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 17

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

Accepted Answer

A) finds that the Internet makes her life more manageable so she can spend more time with her family 
B) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 20 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health 
A) finds that the Internet makes her life more manageable so she can spend more time with her family 
B) is primarily a "surfer" of the Internet,going online without a specific task or goal in mind 
C) spends an average of almost 20 hours online per week 
D) spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m. 
E) does not use the Internet to search for information about her child's/children's health

Question 18

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 19

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to supply and demand?

Accepted Answer

A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing 
A) yield management pricing 
B) experience curve pricing 
C) dynamic pricing 
D) cost-plus pricing 
E) skimming pricing

Question 20

Consider Figure 21-3 above.Which of the following product/service categories accounts for the largest percentage of total online consumer sales in 2012?

Accepted Answer

A) "A" 
B) "B" 
C) "C" 
D) "D" 
E) "E" 
A) "A" 
B) "B" 
C) "C" 
D) "D" 
E) "E"

Exam 21: Implementing Interactive and Multichannel Marketing

Define spam and viral marketing.

The online consumer lifestyle segment called "hunter-gatherers"

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

In marketspace,buzz refers to __________.

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

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

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

The online consumers who are relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________."

List the six reasons why consumers shop and buy online.

Online consumers are called empowered consumers because

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as __________.

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

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

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

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

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to supply and demand?

Consider Figure 21-3 above.Which of the following product/service categories accounts for the largest percentage of total online consumer sales in 2012?

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