Question 1

Yahoo! allows its users to create a web page by picking the content they want (stock quotes, weather conditions, etc.) and deciding how they want it to look. This consumer-initiated practice is an example of

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

In terms of website design and the online customer experience, community refers to

Accepted Answer

A) an information system where anyone can post content depending upon his or her level of self-disclosure. 
B) websites that allow people to congregate in online chat rooms to exchange views on topics of common interest. 
C) a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals. 
D) user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships. 
E) a customer's network of family, friends, acquaintances, and co-workers with whom he or she communicates on regular basis.

Question 5

A national retail store has leveraged its store, website, and catalog channels. The marketing director has calculated that a store customer who shops in all three channels-store, catalog, and website-spends four to eight times as much as a customer who shops in only one channel. The store is likely following __________ strategy.

Accepted Answer

A) a dual distribution 
B) a market penetration 
C) a cross-functional 
D) an interlocking marketing 
E) a multichannel marketing

Question 6

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

Question 7

Manufacturers of consumer products use transactional websites less frequently than other firms because

Accepted Answer

A) in some industries, this form of vertical integration is illegal. 
B) there is a threat of channel conflict. 
C) it is difficult to maintain inventory levels at online warehouses. 
D) some stakeholders are opposed to websites that drain resources without providing any return on investment. 
E) such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently.

Question 8

A visitor to the Tupperware website, Tupperware.com, can select and buy products to be sent anywhere in the United States. This is an example of a __________ website.

Accepted Answer

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

Question 9

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

Accepted Answer

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

Question 10

When Microsoft's Hotmail included the tagline, "Get Your Private, Free Email from MSN Hotmail" on each of the millions of e-mails it processed daily, it was using

Accepted Answer

A) opt-out marketing. 
B) viral marketing. 
C) customerization. 
D) niche marketing. 
E) buzz marketing.

Exam 21: Implementing Interactive and Multichannel Marketing