Question 1

Pizza Hut realized that it did not make sense for it or its 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

Question 2

Spam refers to

Accepted Answer

A) electronic junk mail or unsolicited e-mail. 
B) published private,secret,and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any nonpersonal electronically generated message sent via the Internet.

Question 3

There are several general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Accepted Answer

The answer of There are several general product and service...

Question 4

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) customerization. 
C) spam. 
D) webrooming. 
E) bots.

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 dimensions of ________,one of the reasons consumers shop and buy online.

Accepted Answer

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

Question 6

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Accepted Answer

The answer of Define the customer experience from an interactive...

Question 7

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

Accepted Answer

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

Question 8

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

Accepted Answer

A) speed up the delivery process. 
B) offer the greatest selection. 
C) offer the best value for the price. 
D) create strong customer relationship. 
E) simplify ordering.

Question 9

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

Accepted Answer

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

Question 10

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

Accepted Answer

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 11

Cross-channel consumers who are motivated by price,avoiding shipping costs,immediate possession of a product,and easier returns may participate in

Accepted Answer

A) multichannel searching. 
B) webrooming. 
C) showrooming. 
D) social commerce. 
E) multichannel retailing.

Question 12

In terms of the online customer experience,________ is defined as the dialogue that unfolds between the website and its users.

Accepted Answer

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

Question 13

Which of the following is an important step in effectively implementing multichannel marketing?

Accepted Answer

A) Establish subbrands for catalog retailers and direct selling channels. 
B) Immediately appoint a channel captain to avoid channel conflict. 
C) Minimize the number of channels to avoid cannibalizing sales from stores. 
D) Create a website that will engage visitors with interactive experiences that involve games,contests,and quizzes. 
E) Start by documenting cross-channel consumer behavior with a customer journey map.

Question 14

The use of social networks for browsing and buying is called

Accepted Answer

A) cross-channel shopping. 
B) marketspace buying. 
C) Facebook-driven shopping. 
D) social commerce. 
E) sociodigital buying.

Question 15

Interactive marketing refers to

Accepted Answer

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 16

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) chat bot. 
E) collaborative filter.

Question 17

Viral marketing refers to

Accepted Answer

A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word. 
B) malicious malware that is used to create doppelgangers on competitors' websites. 
C) a subversive program that automatically transfers viruses from one website to another. 
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs. 
E) an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

Question 18

What two unique capabilities of Internet technology promote and sustain customer relationships?

Accepted Answer

The answer of What two unique capabilities of Internet technology...

Question 19

On eBay.com,the Internet auction website,sellers design the web page on which they sell their merchandise.One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky.The page contained six pictures of the tray from different angles and an animated depiction of an American flag.Many potential buyers abandoned the web page before all the pictures downloaded.The seller must have been unaware of the

Accepted Answer

A) eight-second rule. 
B) 80/20 principle. 
C) stickiness principle. 
D) hierarchy of needs. 
E) efficiency rule.

Question 20

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 electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Exam 21: Implementing Interactive and Multichannel Marketing