Question 1

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Accepted Answer

A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0 
A) multi-retail 
B) cross-channel 
C) marketspace 
D) clicks and bricks 
E) Web 3.0

Question 2

Pizza Hut realized that it did not make sense for them or their customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Accepted Answer

A) LinkedIn 
B) Facebook 
C) Flicker 
D) Pinterest 
E) Twitter 
A) LinkedIn 
B) Facebook 
C) Flicker 
D) Pinterest 
E) Twitter

Question 3

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)click-and mortar; (2)__________; (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) hunter-gatherers 
D) media movers 
E) digital collaborators 
A) drifting surfers 
B) desktop veterans 
C) hunter-gatherers 
D) media movers 
E) digital collaborators

Question 4

With interactive marketing,

Accepted Answer

A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossible. 
A) the seller controls the kind and amount of information presented to the buyer. 
B) buyers and sellers communicate face-to-face in the traditional marketplace. 
C) a website high in media richness is necessary for an exchange to take place. 
D) the buyer controls the kind and amount of information received from the seller. 
E) real time transactions are impossible.

Question 5

Amazon.com is an Internet retailer located in the U.S.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of __________.

Accepted Answer

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

Question 6

According to the eight-second rule,

Accepted Answer

A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds. 
A) it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B) any online purchase should take no more than eight seconds to complete. 
C) prospective customers will not wait longer than eight seconds for a response in a chat room. 
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website. 
E) customers will abandon a website if download time exceeds eight seconds.

Question 7

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

Accepted Answer

A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets,travel,and flowers and gifts. 
E) Most people buy online when they are depressed. 
A) Eighty percent of online sales occur on the weekends. 
B) The busiest shopping day is Saturday. 
C) Only 20 percent of consumers say they visit websites from their place of work. 
D) Favorite websites for workday shopping and buying include those featuring event tickets,travel,and flowers and gifts. 
E) Most people buy online when they are depressed.

Question 8

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed that she wanted to buy the two stuffed animals,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the __________ website design element.

Accepted Answer

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

Question 9

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

Accepted Answer

A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize 
A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize

Question 10

There are three approaches to viral marketing.Marketers can: (1)embed a message in the product or service; (2)__________;and (3)offer incentives for referrals.

Accepted Answer

A) use customerization 
B) use choiceboards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing 
A) use customerization 
B) use choiceboards 
C) use niche marketing 
D) make the website content so compelling that viewers want to share it with others 
E) use permission marketing

Question 11

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a __________.

Accepted Answer

A) wiki 
B) cookie 
C) choiceboard 
D) bot 
E) collaborative filter 
A) wiki 
B) cookie 
C) choiceboard 
D) bot 
E) collaborative filter

Question 12

Buzz is particularly influential for which of the following items?

Accepted Answer

A) toys,pharmaceuticals,motion pictures,and consumer electronics 
B) parenting,gardening,retirement funds,and health insurance 
C) funeral services,cruises,foreign travel,and higher education 
D) daycare,silver-plating,restaurants,and road paving 
E) tennis lessons,veterinarians,dance studios,and pressure washing 
A) toys,pharmaceuticals,motion pictures,and consumer electronics 
B) parenting,gardening,retirement funds,and health insurance 
C) funeral services,cruises,foreign travel,and higher education 
D) daycare,silver-plating,restaurants,and road paving 
E) tennis lessons,veterinarians,dance studios,and pressure washing

Question 13

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought….",you are seeing the application of __________.

Accepted Answer

A) real-time e-commerce 
B) connectivity 
C) interactive marketing 
D) personalization 
E) collaborative filtering 
A) real-time e-commerce 
B) connectivity 
C) interactive marketing 
D) personalization 
E) collaborative filtering

Question 14

Explain how the Pizza Hut website uses the seven website design elements.

Accepted Answer

The Pizza Hut website uses the seven web

Question 15

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Accepted Answer

A cross-channel shopper is an online con

Question 16

Matthew is planning a trip to Mexico for spring break.One night about midnight,he decides to visit Orbitz,an airline,car rental,and lodging electronic reservation system,to book his flight using the computer in his dorm room.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him.Matt is on a tight budget,so he checks the price of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests aisle seats on his 2-stop connection because they best meet his budget and scheduling preferences.After making the selections,he receives instantaneous confirmation of his reservation.Orbitz then prompts Matt to provide his credit card information to complete the booking process.After providing his credit card number,he prints out a copy of his receipt and itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matt by contributing to which of the following form(s)of utility?

Accepted Answer

A) time utility 
B) place utility 
C) possession utility 
D) form utility 
E) all four utilities: time,place,possession,and form 
A) time utility 
B) place utility 
C) possession utility 
D) form utility 
E) all four utilities: time,place,possession,and form

Question 17

About __________ of Internet users ages 15 and older shop online in the United States.

Accepted Answer

A) 19% 
B) 29% 
C) 48% 
D) 67% 
E) 90% 
A) 19% 
B) 29% 
C) 48% 
D) 67% 
E) 90%

Question 18

Collaborative filtering refers to

Accepted Answer

A) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
C) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
D) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases. 
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
C) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options. 
D) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 19

A visitor to WWE.com will notice that all of the information contained within the website-there are no links to other websites.The website provides frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background.The WWE.com website is lacking __________,a website design element that influences customer experience.

Accepted Answer

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

Question 20

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

Accepted Answer

A) 35 
B) 46 
C) 55 
D) 64 
E) 75 
A) 35 
B) 46 
C) 55 
D) 64 
E) 75

Exam 21: Implementing Interactive and Multichannel Marketing

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Pizza Hut realized that it did not make sense for them or their customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

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

With interactive marketing,

Amazon.com is an Internet retailer located in the U.S.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of __________.

According to the eight-second rule,

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

There are three approaches to viral marketing.Marketers can: (1)embed a message in the product or service; (2)__________;and (3)offer incentives for referrals.

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a __________.

Buzz is particularly influential for which of the following items?

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought….",you are seeing the application of __________.

Explain how the Pizza Hut website uses the seven website design elements.

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

About __________ of Internet users ages 15 and older shop online in the United States.

Collaborative filtering refers to

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

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