Question 1

The largest online consumer lifestyle segment is referred to as "__________."

Accepted Answer

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

Question 2

The amount of time per month that visitors spend on a company's website is referred to as

Accepted Answer

A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness. 
A) visiting time. 
B) stickiness. 
C) staying power. 
D) browsing time. 
E) connectiveness.

Question 3

In terms of website design,connection refers to

Accepted Answer

A) the text,video,audio,and graphics that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the website. 
A) the text,video,audio,and graphics that the website contains. 
B) the website's capabilities to enable commercial transactions. 
C) the network of linkages between a company's website and other sites. 
D) the layout of the website. 
E) the website's ability to tailor itself to different users or to allow users to personalize the website.

Question 4

Describe two potential problems associated with transactional websites.

Accepted Answer

The first problem is the potential for t

Question 5

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

Accepted Answer

A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture 
A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture

Question 6

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

Accepted Answer

A) 33 percent 
B) 50 percent 
C) 67 percent 
D) 80 percent 
E) 95 percent 
A) 33 percent 
B) 50 percent 
C) 67 percent 
D) 80 percent 
E) 95 percent

Question 7

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

Accepted Answer

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

Question 8

There are three approaches to viral marketing.Marketers can: (1)__________; (2)make the website content so compelling that viewers want to share it with others;and (3)offer incentives for referrals.

Accepted Answer

A) embed a message in the product or service 
B) use customerization 
C) use choiceboards 
D) use niche marketing 
E) use permission marketing 
A) embed a message in the product or service 
B) use customerization 
C) use choiceboards 
D) use niche marketing 
E) use permission marketing

Question 9

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

Accepted Answer

A) people returning home from work 
B) families and mothers with no time 
C) college students living on campus 
D) men who watch sports on weekends 
E) high school students on dates 
A) people returning home from work 
B) families and mothers with no time 
C) college students living on campus 
D) men who watch sports on weekends 
E) high school students on dates

Question 10

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Accepted Answer

A) 50 percent;women between the ages of 45 and 65 
B) 40 percent;teenagers from 13 to 17 
C) 30 percent;mature women 50 years and older 
D) 25 percent;customers from rural communities 
E) 60 percent;men 
A) 50 percent;women between the ages of 45 and 65 
B) 40 percent;teenagers from 13 to 17 
C) 30 percent;mature women 50 years and older 
D) 25 percent;customers from rural communities 
E) 60 percent;men

Question 11

Consider the UMD21: Stickiness Marketing Dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes)on its website (the third metric above).This is done by tracking the average visits per unique monthly visitor (the first metric above)and the average time spent per visit,in minutes, (the second metric above)that is displayed on its marketing dashboard.For 2013 or "A," what was the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?

Accepted Answer

A) 4.0 minutes 
B) 4.5 minutes 
C) 7.5 minutes 
D) 9.0 minutes 
E) cannot be determined 
A) 4.0 minutes 
B) 4.5 minutes 
C) 7.5 minutes 
D) 9.0 minutes 
E) cannot be determined

Question 12

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

Accepted Answer

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

Question 13

Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes)on its website (the third metric above).This is done by tracking the average visits per unique monthly visitor (the first metric above)and the average time spent per visit,in minutes, (the second metric above)that is displayed on its marketing dashboard.For 2014 or "B," what was the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?

Accepted Answer

A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined 
A) 4.0 minutes 
B) 6.0 minutes 
C) 10.0 minutes 
D) 16.0 minutes 
E) cannot be determined

Question 14

The online consumer lifestyle segment called "brand loyalists"

Accepted Answer

A) are women who do their actual purchasing at traditional retail stores. 
B) rarely spend money online and use the Internet only as an information source. 
C) regularly visit their favorite bookmarked websites and spend the most money online. 
D) regard the Internet as a convenient tool for buying music,books,and computer software. 
E) consist of young,affluent single consumers who spend more time online than any other segment. 
A) are women who do their actual purchasing at traditional retail stores. 
B) rarely spend money online and use the Internet only as an information source. 
C) regularly visit their favorite bookmarked websites and spend the most money online. 
D) regard the Internet as a convenient tool for buying music,books,and computer software. 
E) consist of young,affluent single consumers who spend more time online than any other segment.

Question 15

The online consumer lifestyle segment called "click-and-mortar"

Accepted Answer

A) are women who do their actual purchasing at traditional retail stores. 
B) rarely spend money online and use the Internet only as an information source. 
C) regularly visit their favorite bookmarked websites and spend the most money online. 
D) regard the Internet as a convenient tool for buying music,books,and computer software. 
E) consist of young,affluent single consumers who spend more time online than any other segment. 
A) are women who do their actual purchasing at traditional retail stores. 
B) rarely spend money online and use the Internet only as an information source. 
C) regularly visit their favorite bookmarked websites and spend the most money online. 
D) regard the Internet as a convenient tool for buying music,books,and computer software. 
E) consist of young,affluent single consumers who spend more time online than any other segment.

Question 16

Two general applications of websites exist based on their intended purpose: (1)transactional websites and (2)__________ websites.

Accepted Answer

A) cross-functional 
B) financial 
C) service-oriented 
D) informational 
E) promotional 
A) cross-functional 
B) financial 
C) service-oriented 
D) informational 
E) promotional

Question 17

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes __________.

Accepted Answer

A) consumer responsibility 
B) closer global alliances 
C) web communities 
D) social responsibility 
E) courteous online dialogue 
A) consumer responsibility 
B) closer global alliances 
C) web communities 
D) social responsibility 
E) courteous online dialogue

Question 18

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.

Accepted Answer

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

Question 19

The communication capabilities of Internet-enabled technologies take three forms: (1)marketer-to-consumer e-mail notification; (2)__________;and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Accepted Answer

A) online colonies 
B) government-to-marketer Do Not Spam monitoring 
C) web-to-web customer exchanges 
D) phishing and spamming whistleblowing 
E) consumer-to-marketer buying and service requests 
A) online colonies 
B) government-to-marketer Do Not Spam monitoring 
C) web-to-web customer exchanges 
D) phishing and spamming whistleblowing 
E) consumer-to-marketer buying and service requests

Question 20

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

Accepted Answer

A) Promotional websites can be used to support a company's traditional marketing channel. 
B) Promotional websites provide information on how items can be used and where they can be purchased. 
C) Promotional websites are effective in generating interest in and trial of a company's products. 
D) Promotional websites can cannibalize sales. 
E) Promotional websites advertise and promote a company's products and services. 
A) Promotional websites can be used to support a company's traditional marketing channel. 
B) Promotional websites provide information on how items can be used and where they can be purchased. 
C) Promotional websites are effective in generating interest in and trial of a company's products. 
D) Promotional websites can cannibalize sales. 
E) Promotional websites advertise and promote a company's products and services.

Exam 21: Implementing Interactive and Multichannel Marketing

The largest online consumer lifestyle segment is referred to as "__________."

The amount of time per month that visitors spend on a company's website is referred to as

In terms of website design,connection refers to

Describe two potential problems associated with transactional websites.

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

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

There are three approaches to viral marketing.Marketers can: (1)__________; (2)make the website content so compelling that viewers want to share it with others;and (3)offer incentives for referrals.

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

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

The online consumer lifestyle segment called "brand loyalists"

The online consumer lifestyle segment called "click-and-mortar"

Two general applications of websites exist based on their intended purpose: (1)transactional websites and (2)__________ websites.

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes __________.

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.

The communication capabilities of Internet-enabled technologies take three forms: (1)marketer-to-consumer e-mail notification; (2)__________;and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.

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

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

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