Question 1

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

Accepted Answer

A) costs 
B) privacy 
C) spam 
D) viruses 
E) information overload 
A) costs 
B) privacy 
C) spam 
D) viruses 
E) information overload

Question 2

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons why consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con

Question 3

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job title,keyword,company name,and location (city,state).Monster.com will then search for and list all the jobs that match the criteria.Uses also have the ability to click on the link "Email me Jobs" to send users e-mails identifying any new relevant job listings.Monster.com uses __________ to send its e-mail updates.

Accepted Answer

A) opt-out marketing 
B) permission marketing 
C) personalization 
D) cookies 
E) wikis 
A) opt-out marketing 
B) permission marketing 
C) personalization 
D) cookies 
E) wikis

Question 4

Which of the online consumer lifestyle segments spends the most time online?

Accepted Answer

A) e-bivalent newbies 
B) click-and-mortar 
C) hooked,online,and single 
D) brand loyalists 
E) time-sensitive materialists 
A) e-bivalent newbies 
B) click-and-mortar 
C) hooked,online,and single 
D) brand loyalists 
E) time-sensitive materialists

Question 5

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions,are both elements referred to as __________.

Accepted Answer

A) choice 
B) communication 
C) customization 
D) control 
E) compatibility 
A) choice 
B) communication 
C) customization 
D) control 
E) compatibility

Question 6

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible.In particular,you do not want repeat customers to have to enter in their address,e-mail,telephone number,and credit card data every time they make an online purchase.Rather,you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase.To achieve this goal,you would most likely use __________.

Accepted Answer

A) cookies 
B) portals 
C) spam 
D) spiders 
E) bots 
A) cookies 
B) portals 
C) spam 
D) spiders 
E) bots

Question 7

Why would an online consumer want to use a bot?

Accepted Answer

A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots enhance the convenience of online shopping. 
E) Bots allow marketers to record an online consumer's visits to their websites. 
A) Bots help customers design one-of-a-kind products that fit their specific needs. 
B) Bots increase the selection of products and services from which online consumers can choose. 
C) Bots allow online consumers to engage in an electronic dialogue with marketers. 
D) Bots enhance the convenience of online shopping. 
E) Bots allow marketers to record an online consumer's visits to their websites.

Question 8

How are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e

Question 9

Which of the following statements about cost and its impact on online shopping is MOST ACCURATE?

Accepted Answer

A) Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B) The margins for online offerings is usually higher than those purchased in traditional marketplaces. 
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D) Any price advantage for online purchases is lost in shipping and handling fees. 
E) Lower external information search costs is one of the major reasons for the popularity of online shopping. 
A) Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B) The margins for online offerings is usually higher than those purchased in traditional marketplaces. 
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
D) Any price advantage for online purchases is lost in shipping and handling fees. 
E) Lower external information search costs is one of the major reasons for the popularity of online shopping.

Question 10

A cross-channel shopper refers to

Accepted Answer

A) the online consumer who researches products online and then purchases them at a retail store. 
B) the online consumer who purchases a product online and then returns it at a retail store for store credit. 
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D) shoppers from one country who make online purchases from a company in a different country. 
E) when a shopper visits a retail store to inspect merchandise,but then purchases the merchandise online. 
A) the online consumer who researches products online and then purchases them at a retail store. 
B) the online consumer who purchases a product online and then returns it at a retail store for store credit. 
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D) shoppers from one country who make online purchases from a company in a different country. 
E) when a shopper visits a retail store to inspect merchandise,but then purchases the merchandise online.

Question 11

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Accepted Answer

A) buzz marketing 
B) customerization 
C) viral marketing 
D) "liking" 
E) permission marketing 
A) buzz marketing 
B) customerization 
C) viral marketing 
D) "liking" 
E) permission marketing

Question 12

In terms of the online customer experience,content refers to

Accepted Answer

A) a website's capabilities to enable commercial transactions. 
B) all the digital information on a website-text,video,audio,and graphics. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website. 
A) a website's capabilities to enable commercial transactions. 
B) all the digital information on a website-text,video,audio,and graphics. 
C) the multiple ways the website enables user-to-user communication. 
D) the dialogue that unfolds between the website and its users. 
E) the information consumers provide to the firm through its website.

Question 13

All of the following are popular product categories for showrooming EXCEPT:

Accepted Answer

A) toys 
B) books. 
C) apparel. 
D) consumer electronics. 
E) home appliances. 
A) toys 
B) books. 
C) apparel. 
D) consumer electronics. 
E) home appliances.

Question 14

Megan is looking for a gift for her older brother who enjoys reading mysteries.A book by one of his favorite authors was recently published and she plans to buy it.However,because she is on a limited budget,she wants to find the lowest price.The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A) drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books)to see which one has the book at the lowest price. 
B) call all five bookstores in her community to inquire about the price of the book at each one. 
C) use a bot to comb the websites of online booksellers and locate the one with the best price. 
D) use a cookie to contact various bookstores and find the one with the best price. 
E) create a choiceboard using the Barnes & Noble's Facebook Page. 
A) drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books)to see which one has the book at the lowest price. 
B) call all five bookstores in her community to inquire about the price of the book at each one. 
C) use a bot to comb the websites of online booksellers and locate the one with the best price. 
D) use a cookie to contact various bookstores and find the one with the best price. 
E) create a choiceboard using the Barnes & Noble's Facebook Page.

Question 15

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Accepted Answer

A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers can shop in the marketspace anywhere at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspace. 
A) Electronic commerce makes products and services available to customers faster. 
B) Comparison shopping is easier in the marketspace than in the marketplace. 
C) Customers can shop in the marketspace anywhere at any time. 
D) Products available in the marketspace are more easily customized. 
E) Consumers can tell marketers exactly what they want in the marketspace.

Question 16

Customization refers to

Accepted Answer

A) the specialization in one very small but highly sought out specialty item. 
B) Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. 
C) the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer. 
D) items that are unique in every dimension to minimize feature bloat. 
E) novelty items used as sales promotions such as cups,hats,etc.that will be imprinted with a company logo and use the company colors and slogans if applicable. 
A) the specialization in one very small but highly sought out specialty item. 
B) Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. 
C) the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer. 
D) items that are unique in every dimension to minimize feature bloat. 
E) novelty items used as sales promotions such as cups,hats,etc.that will be imprinted with a company logo and use the company colors and slogans if applicable.

Question 17

Five (5)general product and service categories dominate online consumer buying.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 18

Not all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Accepted Answer

The six online consumer lifest

Question 19

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Accepted Answer

A) reputation for customized detailing of the finest motorcycles in competitive racing. 
B) commitment to incorporating individual customer input for every single bike. 
C) unique anti-theft electronic GPS tracer built into every frame. 
D) creativity promise,guaranteeing that the color (paint job)is completely unique for each touring bike it makes. 
E) "one product-one market" segmentation strategy,in which all bikes are exactly alike. 
A) reputation for customized detailing of the finest motorcycles in competitive racing. 
B) commitment to incorporating individual customer input for every single bike. 
C) unique anti-theft electronic GPS tracer built into every frame. 
D) creativity promise,guaranteeing that the color (paint job)is completely unique for each touring bike it makes. 
E) "one product-one market" segmentation strategy,in which all bikes are exactly alike.

Question 20

A __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Accepted Answer

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

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

Which of the online consumer lifestyle segments spends the most time online?

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions,are both elements referred to as __________.

Why would an online consumer want to use a bot?

How are transactional and promotional websites different?

Which of the following statements about cost and its impact on online shopping is MOST ACCURATE?

A cross-channel shopper refers to

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

In terms of the online customer experience,content refers to

All of the following are popular product categories for showrooming EXCEPT:

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Customization refers to

Five (5)general product and service categories dominate online consumer buying.One category includes items where

Not all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

A __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

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

Exam 21: Implementing Interactive and Multichannel Marketing

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

Which of the online consumer lifestyle segments spends the most time online?

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions,are both elements referred to as __________.

Why would an online consumer want to use a bot?

How are transactional and promotional websites different?

Which of the following statements about cost and its impact on online shopping is MOST ACCURATE?

A cross-channel shopper refers to

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

In terms of the online customer experience,content refers to

All of the following are popular product categories for showrooming EXCEPT:

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Customization refers to

Five (5)general product and service categories dominate online consumer buying.One category includes items where

Not all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

A __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

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