Question 1

visitor to WWE.com will notice that all of the information is contained within the website-there are no links to other websites.The WWE.com website is lacking __________,a website design element that influences the customer experience.

Accepted Answer

A)   context
B)   communication
C)   commerce
D)   connection
E)   contentF) A) and E)
G) C) and D)

Question 2

terms of website design and the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.

Accepted Answer

A)   context
B)   communication
C)   commerce
D)   connection
E)   communityF) A) and C)
G) A) and B)

Question 3

marketspace,buzz refers to __________.

Accepted Answer

A)   instant messaging
B)   twittering or tweeting
C)   word-of-mouth behavior
D)   firm-based viral marketing
E)   negative or deceptive online adsF) D) and E)
G) A) and B)

Question 4

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Accepted Answer

A cross-channel shopper is an online con...

Question 5

greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The marketspace allows marketers to enha...

Question 6

Which of the following characteristics of online shopping contributes to its convenience?

Accepted Answer

A)   Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines.
B)   Consumers can avail themselves of numerous websites for almost any product or service they want.
C)   Consumers who prefer one-of-a-kind items that fit their specific needs can create them online.
D)   Consumers can engage in an electronic dialogue with marketers.
E)   Consumers are in charge in the marketspace.F) C) and D)
G) A) and E)

Question 7

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Accepted Answer

A)   offering the greatest selection
B)   speed up the delivery process
C)   saved preferences
D)   offering the best value for the price
E)   create strong customer relationshipF) C) and D)
G) A) and E)

Question 8

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

Accepted Answer

Spam can take the form of electronic jun...

Question 9

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.F) B) and D)
G) A) and B)

Question 10

all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Accepted Answer

The six online consumer lifest...

Question 11

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of _________.

Accepted Answer

A)   service utility
B)   form utility
C)   place utility
D)   possession utility
E)   time and possession utilityF) A) and C)
G) None of the above

Question 12

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

Accepted Answer

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

Question 13

communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Accepted Answer

A)   marketer-to-consumer e-mail notification
B)   government-to-marketer Do Not Spam monitoring
C)   phishing and spamming whistleblowing
D)   marketer-to-marketer exchanges
E)   web-to-web customer exchangesF) C) and D)
G) B) and E)

Question 14

online consumer lifestyle segment called "hunter-gatherers"

Accepted Answer

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

Question 15

communities refer to

Accepted Answer

A)   cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
B)   customers linked by a common Internet service provider.
C)   virtual reality games that allow players to create their own worlds, countries, towns, etc.
D)   websites that allow people to congregate online and exchange views on topics of common interest.
E)   all customers served by a particular firm who are sent regular e-mails, sales notifications, and coupons from the manufacturer.F) None of the above
G) C) and E)

Question 16

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as DVDs,for which

Accepted Answer

A)   audio or video demonstration is important.
B)   prepurchase trial is not necessarily critical.
C)   price and delivery time are not key factors.
D)   digital delivery is the single most important factor.
E)   price and speed of delivery are the determinant sales factors.F) A) and B)
G) None of the above

Question 17

key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ environment.

Accepted Answer

A)   tangible
B)   analog
C)   physical
D)   material
E)   digitalF) B) and C)
G) B) and E)

Question 18

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

Accepted Answer

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

Question 19

Permission marketing is also referred to as _________.

Accepted Answer

A)   opt-in marketing
B)   seller personalization
C)   e-mail intermediation
D)   e-mail facilitation
E)   opt-out marketingF) B) and E)
G) C) and D)

Question 20

terms of website design,connection refers to

Accepted Answer

A)   the text, pictures, sound, and videos that the website contains.
B)   the website's capabilities to enable commercial transactions.
C)   the network of linkages between a company's website and other sites.
D)   the layout of the website.
E)   the website's ability to tailor itself to different users or to allow users to personalize the website.F) A) and C)
G) D) and E)

Exam 21: Implementing Interactive and Multi-Channel Marketing

Which of the following characteristics of online shopping contributes to its convenience?

Correct AnswerverifiedShow Answer

Permission marketing is also referred to as _________.

Correct AnswerverifiedShow Answer

online consumer lifestyle segment called "hunter-gatherers"

Correct AnswerverifiedShow Answer

all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Correct AnswerverifiedThe six online consumer lifest...View AnswerShow Answer

Interactive marketing refers to

Correct AnswerverifiedShow Answer

greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Correct AnswerverifiedThe marketspace allows marketers to enha...View AnswerShow Answer

marketspace,buzz refers to __________.

Correct AnswerverifiedShow Answer

key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ environment.

Correct AnswerverifiedShow Answer

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

Correct AnswerverifiedSpam can take the form of electronic jun...View AnswerShow Answer

terms of website design,connection refers to

Correct AnswerverifiedShow Answer

communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Correct AnswerverifiedShow Answer

visitor to WWE.com will notice that all of the information is contained within the website-there are no links to other websites.The WWE.com website is lacking __________,a website design element that influences the customer experience.

Correct AnswerverifiedShow Answer

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Correct AnswerverifiedShow Answer

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Correct AnswerverifiedA cross-channel shopper is an online con...View AnswerShow Answer

terms of website design and the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.

Correct AnswerverifiedShow Answer

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as DVDs,for which

Correct AnswerverifiedShow Answer

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

Correct AnswerverifiedShow Answer

communities refer to

Correct AnswerverifiedShow Answer

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of _________.

Correct AnswerverifiedShow Answer

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

Correct AnswerverifiedShow Answer

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The six online consumer lifest...
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The marketspace allows marketers to enha...
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Spam can take the form of electronic jun...
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A cross-channel shopper is an online con...
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