Question 1

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A)   digital consumers.
B)   online consumers.
C)   cyberspace consumers.
D)   cross-channel consumers.
E)   multichannel consumers.F) B) and C)
G) A) and B)

Question 2

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

Accepted Answer

A)   Recreational Equipment, an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed.
B)   Forty-five percent of sales at Amazon.com are from buyers who live outside the United States.
C)   Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.
D)   Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts.
E)   Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.F) A) and D)
G) A) and C)

Question 3

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Accepted Answer

A)   LinkedIn
B)   Facebook
C)   Flicker
D)   Pinterest
E)   TwitterF) A) and C)
G) A) and E)

Question 4

About __________ percent of U.S.online shoppers engage in showrooming.

Accepted Answer

A)   10
B)   25
C)   33
D)   40
E)   75F) None of the above
G) A) and C)

Question 5

Figure 18-1 
-Consider Figure 18 -1.G refers to which of the following website design elements?

Accepted Answer

A)   communication
B)   commerce
C)   customization
D)   connection
E)   contextF) A) and D)
G) A) and E)

Question 6

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Accepted Answer

A)   connectivity.
B)   customerization.
C)   customer digitalization.
D)   online facilitation.
E)   intermediation.F) B) and E)
G) All of the above

Question 7

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Accepted Answer

A)   choice
B)   communication
C)   customization
D)   control
E)   compatibilityF) B) and E)
G) None of the above

Question 8

Burger King received much attention for its Whopper Sacrifice campaign that asked,"What do you love more,your friend or the Whopper? " Facebook users were asked to "unfriend" 10 people from their Facebook friends list in exchange for a free burger.Burger King was using __________ to promote its products.

Accepted Answer

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

Question 9

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A)   context and content
B)   communication and context
C)   commerce and customization
D)   communication and connection
E)   content and communicationsF) B) and E)
G) A) and B)

Question 10

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Accepted Answer

A)   consumer responsibility.
B)   closer global alliances.
C)   web communities.
D)   social responsibility.
E)   courteous online dialogue.F) None of the above
G) B) and E)

Question 11

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

Accepted Answer

A)   Online consent
B)   Choiceboard
C)   Interactive agreement
D)   Opt-in
E)   Permission-basisF) C) and E)
G) A) and B)

Question 12

iVillage.com is a website targeted at women who share common interests such as career management,personal finances,parenting,relationships,beauty,and health.The site features articles,newsletters,and videos on these topics as well as the opportunity for visitors to link to its social media sites like Facebook and Pinterest.This describes one example of why consumers shop and buy online,which is

Accepted Answer

A)   control.
B)   customization.
C)   convenience.
D)   choice.
E)   communication.F) A) and C)
G) A) and E)

Question 13

Cookies are

Accepted Answer

A)   computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website.
B)   embedded programs that flash split-second subliminal messages at regular intervals.
C)   benign links that direct customers to alternate websites that might be of interest to them.
D)   electronic unsolicited email.
E)   spyware used to secretly retrieve personal information from a person's computer.F) A) and E)
G) A) and D)

Question 14

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 email notification, telephone-based customer service, and order processing via PayPal.
C)   consumer-to-marketer buying and service requests, marketer-to-consumer email 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 email notification.
E)   marketer-to-consumer email notification; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.F) D) and E)
G) All of the above

Question 15

A Web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Accepted Answer

A)   spam.
B)   a blog.
C)   buzz.
D)   a forum.
E)   a journalog.F) D) and E)
G) A) and B)

Question 16

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Accepted Answer

A)   reputation for customized detailing of the finest motorcycles in competitive racing.
B)   commitment to incorporating individual customer input for every single bike.
C)   unique antitheft electronic GPS tracer built into every frame.
D)   creativity promise, guaranteeing that the color (paint job)  is completely unique for each touring bike it makes.
E)   "one product-one market" segmentation strategy, in which all bikes are exactly alike.F) C) and D)
G) A) and C)

Question 17

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

Accepted Answer

A)   Dynamic 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 offerings is usually higher than those purchased in traditional marketplaces.
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 costs for external information search is one of the major reasons for the popularity of online shopping.F) A) and B)
G) B) and E)

Question 18

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.F) B) and E)
G) A) and E)

Question 19

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)   communicationF) B) and D)
G) A) and B)

Question 20

In terms of the online customer experience,connection is defined as

Accepted Answer

A)   the network of formal linkages between a company's website and other sites.
B)   the text, video, audio, and graphics that the website contains that appeal directly to the consumer.
C)   the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.) .
D)   the speed and ease with which a customer can move between pages on a website.
E)   the website's ability to tailor itself to different users or to allow users to personalize the site.F) B) and C)
G) C) and D)

Exam 18: Implementing Interactive and Multichannel Marketing

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct Answer
verified

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Correct Answer
verified

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

Correct Answer
verified

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct Answer
verified

Correct Answer
verified

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Correct Answer
verified

A Web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Correct Answer
verified

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.

Correct Answer
verified

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

Correct Answer
verified

In terms of the online customer experience,connection is defined as

Correct Answer
verified

About __________ percent of U.S.online shoppers engage in showrooming.

Correct Answer
verified

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Correct Answer
verified

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Correct Answer
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verified

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

Correct Answer
verified

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Correct Answer
verified

Figure 18-1 -Consider Figure 18 -1.G refers to which of the following website design elements?

Correct Answer
verified

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

Correct Answer
verified

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

Correct Answer
verified

Cookies are

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct AnswerverifiedShow Answer

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Correct AnswerverifiedShow Answer

A Web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

Correct AnswerverifiedShow Answer

In terms of the online customer experience,connection is defined as

Correct AnswerverifiedShow Answer

About __________ percent of U.S.online shoppers engage in showrooming.

Correct AnswerverifiedShow Answer

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Correct AnswerverifiedShow Answer

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of __________,one of the reasons consumer shop and buy online.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Correct AnswerverifiedShow Answer

Figure 18-1 -Consider Figure 18 -1.G refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Cookies are

Correct AnswerverifiedShow Answer

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