Question 1

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high __________ and high __________."

Accepted Answer

A)  trust; transactions
B)  levels of communication; brand awareness
C)  customer loyalty; consumer expectations
D)  customer interaction; product awareness
E)  customer value; mutual respectF) B) and E)
G) B) and D)

Question 2

Pizza Hut's 2009 program to identify a summer intern,or __________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Accepted Answer

A)  Trusttern
B)  Twintern
C)  Stutern
D)  Brandtern
E)  BlogternF) B) and D)
G) A) and C)

Question 3

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest.This website is an example of __________.

Accepted Answer

A)  spam
B)  a shopping bot
C)  a web community
D)  a blog
E)  a web caféF) C) and E)
G) A) and C)

Question 4

Buzz is particularly influential for which of the following items?

Accepted Answer

A)  toys,pharmaceuticals,motion pictures,and consumer electronics
B)  parenting,gardening,retirement funds,and health insurance
C)  funeral services,cruises,foreign travel,and higher education
D)  daycare,silver-plating,restaurants,and road paving
E)  tennis lessons,veterinarians,dance studios,and pressure washingF) A) and B)
G) C) and E)

Question 5

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

Accepted Answer

A)  content
B)  creativity
C)  consistency
D)  collaboration
E)  controlF) B) and C)
G) B) and E)

Question 6

On eBay.com,the Internet auction website,sellers design the web page on which they sell their merchandise.One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky.The page contained six pictures of the tray from different angles and an animated depiction of an American flag.Many potential buyers abandoned the web page before all the pictures downloaded.The seller must have been unaware of the __________.

Accepted Answer

A)  eight-second rule
B)  80/20 principle
C)  stickiness principle
D)  hierarchy of needs
E)  efficiency ruleF) D) and E)
G) C) and D)

Question 7

The six reasons why consumers shop and buy online are

Accepted Answer

A)  interest,personalization,cost,control,speed,and customization.
B)  customization,customerization,price,service,entertainment,and convenience.
C)  content,context,utility,entertainment,communication,and cost.
D)  convenience,choice,customization,communication,cost,and control.
E)  control,utility,interest,personalization,choice,and flexibility.F) A) and D)
G) B) and E)

Question 8

Six (6) general product and service categories dominate online consumer buying.One category includes items where

Accepted Answer

A)  digital delivery is an important factor as well as post-purchase support services.
B)  price and speed of delivery are the determinant sales factors.
C)  convenience is very important,even more so than price or quality.
D)  product information is an important part of the purchase decision but prepurchase trial is not necessarily critical.
E)  price and delivery time are not key factors,but product warranties are very important.F) A) and D)
G) B) and E)

Question 9

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Accepted Answer

A)  people returning home from work
B)  families and mothers with no time
C)  college students living on campus
D)  men who watch sports on weekends
E)  high school students on datesF) B) and D)
G) All of the above

Question 10

In terms of website design,communication refers to

Accepted Answer

A)  the process of conveying an online presence to others that requires an organization,a website,an online consumer,and the processes of a shopping cart,online payment,and order fulfillment.
B)  the speed and ease with which a customer can move between pages on a website.
C)  website's ability to tailor itself to different users or to allow users to personalize the website.
D)  the dialogue that unfolds between the website and its users.
E)  the links from a company's website to a customer's e-mail,Facebook,or Twitter account.F) B) and D)
G) A) and D)

Question 11

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for her Kindle,Amazon might recommend an e-book by a similar author within the same genre.

Accepted Answer

A)  real-time e-commerce
B)  connectivity
C)  collaborative filtering
D)  interactive marketing
E)  personalizationF) B) and D)
G) A) and D)

Question 12

Viral marketing refers to

Accepted Answer

A)  an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B)  malicious malware that is used to create doppelgangers on competitors' websites.
C)  a subversive program that automatically transfers viruses from one website to another.
D)  an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs.
E)  an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.F) D) and E)
G) A) and C)

Question 13

Levi's Japan has launched an all new service catering to those looking to tailor their own denim.Hitting nine stores nationwide,the process allows for the choosing of different elements including cuts (502 regular wide,505 regular wide,517 boot cut) ,coloration (dark used,mid used) ,button and rivet colors (gold,silver,bronze) ,inseam length and extra treatments (sanding,paint drips) .From start to delivery takes about a month's time.This describes one example of why consumers shop and shop and buy online,which is

Accepted Answer

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

Question 14

Permission marketing refers to

Accepted Answer

A)  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.
B)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
C)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
D)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
E)  a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.F) B) and D)
G) B) and C)

Question 15

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)  connectionF) C) and D)
G) B) and D)

Question 16

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.

Accepted Answer

A)  choiceboard
B)  personalization
C)  collaborative filter
D)  individualization
E)  permission marketingF) A) and B)
G) B) and D)

Question 17

There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Accepted Answer

A)  embed a message in the product or service
B)  use customerization
C)  use choiceboards
D)  use niche marketing
E)  use permission marketingF) B) and D)
G) C) and D)

Question 18

The 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)  online colonies
E)  web-to-web customer exchangesF) B) and E)
G) A) and D)

Question 19

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Accepted Answer

A)  reducing geographical barriers
B)  finding new products that are soon to be launched in their area
C)  finding products that are more customized to their exact needs
D)  finding products that are out of season
E)  comparing their options without having to trek to multiple retail locationsF) B) and D)
G) None of the above

Exam 18: Implementing Interactive and Multichannel Marketing

Viral marketing refers to

Correct Answer
verified

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

Correct Answer
verified

Pizza Hut's 2009 program to identify a summer intern,or __________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Correct Answer
verified

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest.This website is an example of __________.

Correct Answer
verified

Correct Answer
verified

In terms of website design,communication refers to

Correct Answer
verified

The 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 Answer
verified

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Buzz is particularly influential for which of the following items?

Correct Answer
verified

Six (6) general product and service categories dominate online consumer buying.One category includes items where

Correct Answer
verified

There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The six reasons why consumers shop and buy online are

Correct Answer
verified

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Correct Answer
verified

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high and high ."

Correct Answer
verified

Permission marketing refers to

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

Viral marketing refers to

Correct AnswerverifiedShow Answer

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

Correct AnswerverifiedShow Answer

Pizza Hut's 2009 program to identify a summer intern,or __________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Correct AnswerverifiedShow Answer

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest.This website is an example of __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of website design,communication refers to

Correct AnswerverifiedShow Answer

The 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

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Buzz is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

Six (6) general product and service categories dominate online consumer buying.One category includes items where

Correct AnswerverifiedShow Answer

There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The six reasons why consumers shop and buy online are

Correct AnswerverifiedShow Answer

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Correct AnswerverifiedShow Answer

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high __________ and high __________."

Correct AnswerverifiedShow Answer

Permission marketing refers to

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high and high ."

Correct Answer
verified

Correct Answer
verified