Question 1

Two 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 2

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Accepted Answer

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

Question 3

Consumers can visit the L.L.Bean website to scan and order from among thousands of displayed products without fighting traffic,finding a parking space,or standing in store checkout lines.This describes one example of why consumers shop and buy online,which is __________.

Accepted Answer

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

Question 4

Manufacturers of consumer products use transactional websites less frequently than other firms because

Accepted Answer

A) in some industries,this form of vertical integration is illegal. 
B) there is a threat of channel conflict. 
C) it is difficult to maintain inventory levels at online warehouses. 
D) some stakeholders are opposed to websites that drain resources without providing any return on investment. 
E) such websites require dynamic pricing,which is difficult to use if supply and demand conditions change frequently. 
A) in some industries,this form of vertical integration is illegal. 
B) there is a threat of channel conflict. 
C) it is difficult to maintain inventory levels at online warehouses. 
D) some stakeholders are opposed to websites that drain resources without providing any return on investment. 
E) such websites require dynamic pricing,which is difficult to use if supply and demand conditions change frequently.

Question 5

Levi's Japan has a website that caters to those looking to tailor their own denim,allowing customers to choose from different cuts (502 regular wide,505 regular wide,517 boot cut),coloration (dark used,mid used),button and rivet colors (gold,silver,bronze),inseam length,and extra treatments (sanding,paint drips).From start to delivery takes about a month's time.This describes one example of why consumers shop and shop and buy online,which is

Accepted Answer

A) control. 
B) cost. 
C) choice. 
D) customization. 
E) convenience. 
A) control. 
B) cost. 
C) choice. 
D) customization. 
E) convenience.

Question 6

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Accepted Answer

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

Question 7

Five (5)general product and service categories dominate online consumer buying.One category includes regularly purchased consumer packaged goods such as personal care items where

Accepted Answer

A) customer value is the most important element. 
B) price and delivery time are not key factors. 
C) convenience is very important. 
D) digital delivery is an important factor. 
E) price and speed of delivery are the determinant sales factors. 
A) customer value is the most important element. 
B) price and delivery time are not key factors. 
C) convenience is very important. 
D) digital delivery is an important factor. 
E) price and speed of delivery are the determinant sales factors.

Question 8

What is the marketspace?

Accepted Answer

The marketspace is an Internet

Question 9

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

Accepted Answer

A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit 
A) Rider Kit 
B) Cyclo Kit 
C) Custom Kit 
D) Proviso Kit 
E) Seven Fit

Question 10

The My M&M'S® image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Accepted Answer

A) wiki 
B) social media 
C) cookie 
D) collaborative filter 
E) choiceboard 
A) wiki 
B) social media 
C) cookie 
D) collaborative filter 
E) choiceboard

Question 11

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 12

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 13

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n)__________ website.

Accepted Answer

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

Question 14

Consider Figure 21-2 above."D" 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 15

Sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers today is estimated to be about __________ times greater than online retail sales.

Accepted Answer

A) two 
B) three 
C) five 
D) seven 
E) ten 
A) two 
B) three 
C) five 
D) seven 
E) ten

Question 16

What is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Accepted Answer

A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies 
A) spiders 
B) worms 
C) cookies 
D) trackers 
E) spies

Question 17

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)e-bivalent 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 18

When Microsoft's Hotmail included the tagline,"Get your Private,Free E-mail from Hotmail," on each of the millions of e-mails it processed daily,it was using __________.

Accepted Answer

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

Question 19

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 20

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S.and 30 international distributors in 40 countries.

Accepted Answer

A) contentious relationship 
B) reciprocity agreement 
C) joint venture 
D) franchise contract 
E) collaborative relationship 
A) contentious relationship 
B) reciprocity agreement 
C) joint venture 
D) franchise contract 
E) collaborative relationship

Exam 21: Implementing Interactive and Multichannel Marketing

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

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Consumers can visit the L.L.Bean website to scan and order from among thousands of displayed products without fighting traffic,finding a parking space,or standing in store checkout lines.This describes one example of why consumers shop and buy online,which is __________.

Manufacturers of consumer products use transactional websites less frequently than other firms because

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Five (5)general product and service categories dominate online consumer buying.One category includes regularly purchased consumer packaged goods such as personal care items where

What is the marketspace?

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

The My M&M'S® image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Which of the following statements regarding online consumers is MOST ACCURATE?

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.

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n)__________ website.

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

Sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers today is estimated to be about __________ times greater than online retail sales.

What is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

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)e-bivalent newbies.

When Microsoft's Hotmail included the tagline,"Get your Private,Free E-mail from Hotmail," on each of the millions of e-mails it processed daily,it was using __________.

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

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S.and 30 international distributors in 40 countries.

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

The My M&M'S^® image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.