Question 1

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)click-and mortar; (2)hunter-gatherers; (3)brand loyalists; (4)__________; (5)hooked,online and single; and (6)ebivalent newbies.

Accepted Answer

A)   desktop veterans
B)   media movers
C)   drifting surfers
D)   digital collaborators
E)   time-sensitive materialists E

Question 2

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

A)   Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
B)   The margin for online goods is usually higher than those purchased in a traditional marketplace.
C)   Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D)   Any price advantage for online purchases is lost in shipping and handling fees.
E)   Lower external search costs is one of the major reasons for the popularity of online shopping. E

Question 3

growth trend in online shoppers and online retail sales

Accepted Answer

A)   remained stagnant until 2007 when online security measures improved.
B)   grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
C)   has shown growth in both online shoppers and online retail sales year after year, and is expected to continue in that direction for at least the next few years.
D)   grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online state sales tax collection laws.
E)   grew slowly for the first three years, but has steadily declined since 2007, and is expected to continue to decline for the foreseeable future. C

Question 4

problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

Accepted Answer

A)   customer attrition
B)   stickiness
C)   cannibalization
D)   unauthorized buzz
E)   excessive product returns

Question 5

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 6

Figure 21-2
-Consider Figure 21-2 above."E" refers to which of the following website design elements?

Accepted Answer

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

Question 7

greatest marketspace opportunity for Seven Cycles lies in its potential for creating _________.

Accepted Answer

A)   form utility
B)   time utility
C)   price utility
D)   place utility
E)   possession utility

Question 8

solicitation of a consumer's consent (called "opt-in")to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

Accepted Answer

A)   collaborative marketing
B)   personalization
C)   viral marketing
D)   buzz marketing
E)   permission marketing

Question 9

all the online consumer lifestyle segments,__________ are most likely to view the Internet as a convenience tool.

Accepted Answer

A)   time-sensitive materialists
B)   ebivalent newbies
C)   click-and-mortar
D)   brand loyalists
E)   hooked, online, and single

Question 10

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

Accepted Answer

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

Question 11

Harley-Davidson is well known for the HOG,or Harley Owners Group,that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons why consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The answer of Harley-Davidson is well known for the HOG,or...

Question 12

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)   bots
E)   extranets

Question 13

Collaborative filtering refers to

Accepted Answer

A)   a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B)   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.
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 14

blog refers to

Accepted Answer

A)   a public online forum centered on a specific topic or theme.
B)   a running account of all purchases made at a single website.
C)   a webpage that serves as a publicly accessible personal journal for an individual or an organization.
D)   an itemized list of all website "hits" on an individual person including a short biographical summary.
E)   a Web network that works as a family tree linking all members of a group or organization.

Question 15

Which online consumer lifestyle segment is most likely to visit auction websites?

Accepted Answer

A)   hunter-gatherers
B)   hooked, online, and single
C)   click-and-mortar
D)   brand loyalists
E)   time-sensitive materialists

Question 16

study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.The Yes Mom segment represents __________ of online moms.

Accepted Answer

A)   12 percent
B)   14 percent
C)   24 percent
D)   31 percent
E)   32 percent

Question 17

most common cross-channel shopping and buying path is to browse one or more websites and then

Accepted Answer

A)   negotiate among competitors for the lowest price.
B)   find the item on an auction site such as eBay.
C)   contact the manufacturer directly.
D)   click on the shopping cart icon to purchase the product or service.
E)   purchase the item at a retail store.

Question 18

general applications of websites exist based on their intended purpose: (1)__________ websites and (2)promotional websites.

Accepted Answer

A)   transactional
B)   financial
C)   service-oriented
D)   informational
E)   cross-functional

Question 19

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n)_________ website.

Accepted Answer

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

Question 20

online consumer lifestyle segment called "hooked,online,and single"

Accepted Answer

A)   are married couples with children at home who use the Internet like a consumer magazine.
B)   rarely spend money online and use the Internet only as an information source.
C)   regularly visit their favorite bookmarked websites and spend the most money online.
D)   regard the Internet as a convenient tool for buying music, books, and computer software.
E)   consist of young, affluent single consumers who spend more time online than any other segment.

Exam 21: Implementing Interactive and Multi-Channel Marketing

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) __________; (5) hooked,online and single; and (6) ebivalent newbies.