Question 1

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

Accepted Answer

A) Transactional websites are most common among store and catalog retailers and direct selling companies. 
B) Transactional websites can create channel conflict. 
C) Transactional websites may cannibalize sales from stores, catalogs, and sales representatives. 
D) Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes. 
E) Transactional websites are used less frequently by manufacturers of consumer products.

Question 2

Interactive marketing is characterized by

Accepted Answer

A) niche marketspaces. 
B) sophisticated choice boards. 
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 3

Internet-enabled technologies provide communication capabilities that take three forms. They are

Accepted Answer

A) a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B) marketer-to-consumer e-mail notification, telephone-based customer service, and order processing via PayPal. 
C) consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and telephone-based customer service. 
D) recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notification. 
E) marketer-to-consumer e-mail notification; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Question 4

Victoria's Secret, the well-known retailer of intimate apparel for women ages 18 to 45 reports 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

Question 5

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

Accepted Answer

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

Question 6

What may be the seventh reason consumers shop and buy online?

Accepted Answer

A) bots 
B) buzz 
C) spam 
D) cookies 
E) interstitials

Question 7

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Accepted Answer

A) cost 
B) communication 
C) choice 
D) control 
E) convenience

Question 8

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

Accepted Answer

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

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

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 electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information, such as unsubscribing to spam.

Accepted Answer

A) not-in 
B) consent-out 
C) opt-out 
D) permission-denied 
E) authorization-denied

Question 13

Some websites enable a user to talk directly with a customer representative using an "online chat" feature while shopping on the site. This is an example of the __________ website design element.

Accepted Answer

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

Question 14

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites __________.

Accepted Answer

A) create portals; act as bots 
B) convert online browsers into online buyers; promote a company's products and services 
C) provide information about a company; move consumers closer to a purchase 
D) move consumers closer to a purchase; provide information about a company 
E) advertise and promote; convert online browsers into a buyer

Question 15

How are transactional and promotional websites different?

Accepted Answer

The answer of How are transactional and promotional websites different?...

Question 16

Dynamic pricing is typically used for pricing

Accepted Answer

A) products and services that cannot be purchased in a retail store. 
B) the very latest items such as new season fashions. 
C) time-sensitive items such as airline seats. 
D) high demand products or services. 
E) electronic services.

Question 17

Pizza Hut set out to reinvent the retail pizza business by breaking away from __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Accepted Answer

A) a transformational; promotional 
B) a promotional; transactional 
C) a transactional; customer engagement 
D) an informational; transactional 
E) a customer engagement; transactional

Question 18

One product and service category of online consumer buying consists of highly standardized products and services, such as home furnishings, automotive products, and casual apparel. For this category

Accepted Answer

A) audio or video demonstration is important. 
B) price and delivery time are not key factors. 
C) digital delivery is an important factor. 
D) assortment and speed of delivery are the determinant sales factors. 
E) information about price is important.

Question 19

A cross-channel consumer is

Accepted Answer

A) an online consumer who shops online but buys offline, or shops offline but buys online. 
B) the online consumer who purchases a product online and then returns it to a retail store for store credit. 
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D) a consumer from one country who makes online purchases from a company in a different country. 
E) when a consumer visits a retail store to inspect merchandise, but then purchases the merchandise.

Question 20

Multichannel marketing refers to

Accepted Answer

A) selling the same product to the same customers under two distinct brand names. 
B) selling the same product to the same customers at two different price points through two different distributors. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D) the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E) the blending of nonelectronic communication and delivery channels to counteract the power of online buying.

Exam 21: Implementing Interactive and Multichannel Marketing