Question 1

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.

Accepted Answer

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

Question 2

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S. government to protect online consumer privacy.

Question 3

The My M&M'S

Accepted Answer

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

Question 4

There are six 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 six general product and service...

Question 5

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of

Accepted Answer

A) spam. 
B) a shopping bot. 
C) a web community. 
D) a blog. 
E) a web café.

Question 6

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

Question 7

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Accepted Answer

The answer of Explain what online companies are doing to...

Question 8

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 9

Retailers and direct selling firms have found that their websites, while ___________ from stores, catalogs, and sales representatives, attract new customers and influence sales.

Accepted Answer

A) also increasing sales volume 
B) increasing stickiness 
C) cannibalizing sales volume 
D) creating unauthorized sales 
E) creating excessive product returns

Question 10

With interactive marketing,

Accepted Answer

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 11

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A) consent-in. 
B) choose-in. 
C) agreement-in. 
D) opt-in. 
E) permission-in.

Question 12

Bots are

Accepted Answer

A) web pages that serve as a publicly accessible personal journal for an individual or organization. 
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. 
C) electronic shopping agents that comb websites to compare prices and product or service features. 
D) filters that reduce the number of unsolicited messages allowed into an individual's e-mail account. 
E) interactive Internet-enabled systems that allow individual customers to design their own products and services.

Question 13

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

Accepted Answer

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

Question 14

Define and explain the importance of the eight-second rule.

Accepted Answer

The answer of Define and explain the importance of the...

Question 15

Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as

Accepted Answer

A) customerization. 
B) viral marketing. 
C) communication. 
D) spam. 
E) buzz.

Question 16

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category contains unique items such as

Accepted Answer

A) gifts. 
B) computers. 
C) consumer packaged goods. 
D) home furnishings. 
E) books and music.

Question 17

Define cross-channel consumer, and explain why they are important to marketers.

Accepted Answer

The answer of Define cross-channel consumer, and explain why they...

Question 18

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. 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.

Question 19

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

Accepted Answer

A) a tangible 
B) an analog 
C) a physical 
D) a material 
E) a digital

Question 20

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Accepted Answer

A) blogs. 
B) web communities. 
C) buzz. 
D) chat oases. 
E) web cafés.

Exam 21: Implementing Interactive and Multichannel Marketing