Deck 17: Integrated Marketing Communications and Direct Marketing

Question 1

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

A) are experimenting with ways to deliver products and services available to customers faster.
B) provide price match guarantees and make comparison shopping easier right from the website.
C) have opened physical showrooms that allow shoppers an opportunity to experience the company's products.
D) offer easily customized products and services.
E) provide simple two-way communication so that consumers can tell marketers exactly what they want in the marketspace.

Answer 1

C

Question 2

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.

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

Answer 2

C

Question 3

Which of these transactions occurred in the digital marketspace?

A) Becca sold Discovery Toys creative puzzles at an in-home demonstration.
B) Emiliano bought a brand new pair of TOMS shoes through Zappos.com.
C) Shelby purchased an iPhone case at a kiosk at the airport.
D) Corey bought a double-dipped chocolate ice cream cone from the ice cream vendor when his ice cream truck came down the street.
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

Answer 3

B

Question 4

A digitally enabled environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

A) an extranet.
B) an intranet.
C) a marketplace.
D) a digital marketspace.
E) a web portal.

Question 5

Consumers and companies populate two market environments today. One is the traditional ________ and the other is the

A) extranet; intranet.
B) superstore; hypermarket.
C) marketplace; digital marketspace.
D) shopping mall; virtual mall.
E) online store; virtual store.

Question 6

Which of these characteristics of the digital marketspace creates customer value by contributing to time and place utility?

A) The marketspace 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 7

The key difference between the traditional marketplace and the new marketspace is that the latter is a ________ exchange environment.

A) tangible
B) competitive
C) physical
D) material
E) digital

Question 8

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

A) time utility.
B) place utility.
C) possession utility.
D) form utility.
E) access utility.

Question 9

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

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

Question 10

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

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

Question 11

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2022.

A) $200 million
B) $900 million
C) $40 billion
D) $200 billion
E) $500 billion

Question 12

In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

A) marketspace
B) multichannel online mall
C) cyberstore
D) virtual store
E) marketplace

Question 13

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use it to enhance customer value by providing

A) place utility.
B) form utility.
C) time utility.
D) possession utility.
E) product utility.

Question 14

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

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

Question 15

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how digital marketspace contributes to customer value through the creation of

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

Question 16

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

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

Question 17

Legacy companies that sell luxury fashions

A) offer lower prices and have smaller margins when selling online.
B) are the fastest growing category in e-commerce.
C) have been leaders in creating the online experience.
D) generate the highest profit when they offer discount merchandise only online.
E) are not likely to sell them online.

Question 18

Seven Cycles uses ________ to create customer value, build relationships, and produce customer experiences in novel ways.

A) the Internet
B) just-in-time delivery
C) marketing dashboards
D) logistics management
E) its own retail stores exclusively

Question 19

The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how the digital marketspace contributes to customer value through the creation of

A) service utility.
B) form utility.
C) place utility.
D) possession utility.
E) price utility.

Question 20

About ________ percent of Internet users aged 15 and older have shopped online in the United States.

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

Question 21

Interactive marketing refers to

A) 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.
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
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 22

Mars, Inc., uses ________ technology to let customers decorate M&Ms with personal photos and messages.

A) bot
B) cookie
C) choiceboard
D) filtering
E) print screen

Question 23

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 two seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify whether schedule or price is most important to him. Matt is on a tight budget, so he specifies price. A second or two later, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on a two-stop itinerary because this best meets his budget and scheduling preferences. Orbitz then prompts Matt to provide his credit card information to complete the booking process. Then he prints 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?

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

Question 24

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

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

Question 25

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.

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

Question 26

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of options. The design of a precise bicycle is made possible through the use of a

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

Question 27

When you buy an e-book at Amazon.com, it uses ________ to recommend an e-book by a similar author within the same genre.

A) choiceboards
B) connectivity
C) collaborative filtering
D) adaptive selling
E) personalization

Question 28

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

A) wikis
B) choiceboards
C) social media
D) cookies
E) collaborative filters

Question 29

Interactive marketing often makes use of

A) niche marketspaces.
B) sophisticated choiceboards.
C) the digital divide, which separates online consumers from traditional marketplace consumers.
D) a marketing mix strategy that de-emphasizes the promotion element.
E) human-to-human mediated online "chat room" communication prior to the purchase.

Question 30

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

A) choice and control
B) cost and convenience
C) interactivity and individuality
D) communication and information
E) choice boards and collaborative filtering

Question 31

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

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

Question 32

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

A) Recreational Equipment, Inc. (REI), an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed.
B) Forty-five percent of sales at Amazon.com are from buyers who live outside the United States.
C) Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.
D) Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts.
E) Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.

Question 33

Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to: (1) influence the timing and extent of the buyer-seller interaction and (2)

A) demand product quality and timely service at lower prices than brick-and-mortar stores.
B) shop confidently without fear of identity theft.
C) speed up the click-through process with advanced technology.
D) have a say in the kind of products they buy, the information they receive, and even the prices they pay.
E) comparison shop with the prices of competitors alongside those of the firm.

Question 34

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

A) a matter of minutes.
B) real time.
C) about 24 hours.
D) a few months' time, after quarterly reports are compiled.
E) time for a subsequent purchase.

Question 35

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

A) choiceboards.
B) adaptive selling.
C) multichannel marketing.
D) personalization.
E) collaborative filtering.

Question 36

Nike is a recognized innovator in the use of ________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

A) wikis
B) cookies
C) bot
D) collaborative filtering
E) choiceboards

Question 37

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

A) choiceboard.
B) permission-based e-mail.
C) cookie.
D) bot.
E) collaborative filter.

Question 38

With interactive marketing,

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 39

Collaborative filtering is

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 40

An interactive, digitally 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

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

Question 41

Permission marketing is

A) 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.
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to the individual's specific needs and preferences.
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
E) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Question 42

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used ________ to introduce its new product.

A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

Question 43

Personalization in the digital marketspace is

A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D) the interactive, digital 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.
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 44

From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience

Question 45

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

A) personalization.
B) digitalization.
C) normalization.
D) intermediation
E) innovation.

Question 46

Permission marketing is dependent on the ________ of the customer.

A) acceptance of cookies
B) opt-in
C) sales data
D) consumer segment
E) selling context

Question 47

________ means a consumer has been given the option to receive e-mail and advertising and has agreed, based on personal data supplied by the consumer.

A) E-consent
B) NetChoice
C) NetAgreement
D) Opt-in
E) E-authorization

Question 48

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

A) collaborative marketing.
B) personalization.
C) viral marketing.
D) a choiceboard.
E) permission marketing.

Question 49

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

A) choice board.
B) collaborative filter.
C) individualization.
D) personalization.
E) permission marketing.

Question 50

Which of these is one of three rules for a company to successfully employ permission marketing?

A) Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors.
B) The firm will never buy marketing lists from other companies that may contain their personal information.
C) Customers are assured that their name or buyer profile data will not be sold or shared with others.
D) Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online.
E) Customers will be protected from identity theft for any product purchased from its website.

Question 51

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

A) opt-in.
B) e-consent.
C) a cookie.
D) spam.
E) e-authorization.

Question 52

Figure 17-1

-Consider Figure 17-1 above. Box A refers to which of these website design elements?

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

Question 53

Figure 17-1

-Consider Figure 17-1 above. Box D refers to which of these website design elements?

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

Question 54

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

A) permission marketing.
B) personalization.
C) transactional website.
D) collaborative filtering.
E) customerization.

Question 55

Monster.com is a leading online, job-hunting website. A person looking for a new job can register with the company in order to save searches. After registration, Monster will automatically e-mail job postings that are relevant to job-hunters. They can unsubscribe on the "Manage Saved Searches" page or with the opt-out link in the welcome e-mail. Monster.com uses ________ to send its e-mail updates.

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

Question 56

Marketers produce a customer experience through seven website design elements, including which of these?

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

Question 57

Figure 17-1

-Consider Figure 17-1 above. Box B refers to which of these website design elements?

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

Question 58

What is the standard for measuring a meaningful marketspace company presence?

A) the sales compared to the marketplace alternative in a multichannel marketing context
B) the quality of the website design
C) the shopping cart
D) the quality of the customer experience
E) the eight-second rule

Question 59

________ refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands.

A) E-decline
B) Consent-revocation
C) Opt-out
D) Permission-denial
E) Authorization-retraction

Question 60

Figure 17-1

-Consider Figure 17-1 above. Box C refers to which of these website design elements?

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

Question 61

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the ________ website design element.

A) convenience
B) control
C) connection
D) community
E) communication

Question 62

In terms of the online customer experience, context refers to

A) the ability of a website to modify itself to, or be modified by, each individual user.
B) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
C) the website's ability to conduct sales transactions for products and services.
D) a patented feature that allows users to order products with a single mouse click.
E) the dialog that occurs between the website and its users.

Question 63

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

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

Question 64

In terms of the online customer experience, content refers to

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 dialog that unfolds between the website and its users.
E) the information consumers provide to the firm through its website.

Question 65

Figure 17-1

-Consider Figure 17-1 above. Box E refers to which of these website design elements?

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

Question 66

Figure 17-1

-Consider Figure 17-1 above. Box G refers to which of these website design elements?

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

Question 67

The ability of a website to modify itself to, or be modified by, each individual user is referred to as

A) connection.
B) communication.
C) site actualization.
D) customization.
E) customerization.

Question 68

In terms of the online customer experience, connection is defined as the

A) network of linkages between a company's website and other sites.
B) text, video, audio, and graphics that the website contains that appeal directly to the consumer.
C) website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.).
D) speed and ease with which a customer can move between pages on a website.
E) website's ability to tailor itself to different users or to allow users to personalize the site.

Question 69

In terms of the online customer experience, customization refers to

A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B) the website's ability to conduct sales transactions for products and services.
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E) the ability of a website to modify itself to, or be modified by, each individual user.

Question 70

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.

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

Question 71

In terms of design elements for websites, ________ relevance and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five other design elements.

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

Question 72

In terms of the online customer experience, communication refers to

A) the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
B) the speed and ease with which a customer can move between pages on a website.
C) a website's ability to tailor itself to different users or to allow users to personalize the website.
D) the dialog that unfolds between the website and its users.
E) the links from a company's website to a customer's e-mail, Facebook, or Twitter account.

Question 73

A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise as well as links to the W Network and to the WWE Facebook, Twitter, and YouTube sites. The WWE.com website uses ________, a website design element that influences customer experience.

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

Question 74

TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, among others. TheKnot.com is an example of a website that incorporates the ________ design element.

A) convenience
B) connection
C) control
D) community
E) communication

Question 75

The text, video, audio, and graphics that are found on a website are referred to as

A) content.
B) context.
C) creativity.
D) communication.
E) connection.

Question 76

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

A) customization.
B) content.
C) context.
D) connection.
E) conductivity.

Question 77

Websites that offer that allow moving items around to reflect a consumer's priorities or selecting topics of interest to them, such as My eBay and My Amazon, have ________ as a prominent design element.

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

Question 78

Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover 14 pictures that make lavish use of color. The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of

A) context.
B) commerce.
C) communication.
D) connection.
E) customization.

Question 79

Figure 17-1

-Consider Figure 17-1 above. Box F refers to which of these website design elements?

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

Question 80

Travel websites such as Priceline.com are designed to be ________ oriented, with emphasis on destinations, scheduling, and prices.

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