Question 1

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who will then visit the site. De Beers is using __________ to promote its diamonds.

Accepted Answer

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

Question 2

When Microsoft's Hotmail included the tagline, "Get your Private, Free E-mail from 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

Question 3

Customization refers to

Accepted Answer

A) the specialization in one very small but highly sought out specialty item. 
B) Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. 
C) the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer. 
D) items that are unique in every dimension to minimize feature bloat. 
E) novelty items used as sales promotions such as cups, hats, etc. that will be imprinted with a company logo and use the company colors and slogans if applicable

Question 4

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 5

-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website. This is done by tracking the average visits per unique monthly visitor and the average time spent per visit, in minutes, that is displayed on its marketing dashboard. For 2013 where would Arrow A be shown, as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A) 4.0 minutes 
B) 4.5 minutes 
C) 7.5 minutes 
D) 9.0 minutes 
E) cannot be determined

Question 6

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Accepted Answer

A) cookies 
B) weblinks 
C) intranets 
D) extranets 
E) bots

Question 7

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) portals 
C) spam 
D) spiders 
E) bots

Question 8

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Accepted Answer

The answer of How do online consumers differ from the...

Question 9

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 10

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Accepted Answer

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

Question 11

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 12

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 13

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as __________.

Accepted Answer

A) dynamic pricing 
B) virtual pricing 
C) experience curve pricing 
D) skimming pricing 
E) elasticity pricing

Question 14

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called __________.

Accepted Answer

A) opt-in 
B) opt-out 
C) cookies 
D) spam 
E) buzz

Question 15

JCPenney has leveraged its store, website, and catalog channels. A JCPenney customer who shops in all three spends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy.

Accepted Answer

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

Question 16

-Consider Figure 18-2 above. D refers to which of the following website design elements?

Accepted Answer

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

Question 17

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 (colors, themes, and layouts). This consumer-initiated practice is an example of

Accepted Answer

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

Question 18

Which of the following profiles would most likely describe an online consumer?

Accepted Answer

A) a tech-savvy high-school student living with her parents 
B) a 21-year old high-school graduate earning $18,000 annually living in his own apartment 
C) a 28-year old chemical engineer living in the suburbs with her husband and two children 
D) a 55-year old factory worker living with his wife in an apartment 
E) a 70-year old retired naval officer living in a retirement community

Question 19

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A) dispense 
B) recommend 
C) finance 
D) distribute 
E) customize

Question 20

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

Accepted Answer

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

Exam 18: Implementing Interactive and Multichannel Marketing