Question 1

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that 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)   customizeF) D) and E)
G) A) and B)

Question 2

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

Accepted Answer

A)   cooperating with retailers to share fulfillment and sales.
B)   running the risk of breaking anticompetitive laws, such as the Clayton Act.
C)   keeping their websites as simple as possible.
D)   changing their pricing strategy from a skimming to a penetration pricing strategy.
E)   employing the services of Internet warehouses so they do not have to maintain title to the goods.F) B) and E)
G) C) and D)

Question 3

About __________ percent of Internet users ages 15 and older shop online in the United States.

Accepted Answer

A)   19
B)   29
C)   48
D)   67
E)   90F) A) and B)
G) None of the above

Question 4

A blog refers to

Accepted Answer

A)   a private online forum centered on a specific topic or theme.
B)   a running account of all purchases made at a single website.
C)   a Web page that serves as a publicly accessible personal journal for an individual or 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.F) None of the above
G) A) and B)

Question 5

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

Accepted Answer

A)   content
B)   community
C)   commerce
D)   context
E)   connectionF) A) and E)
G) B) and E)

Question 6

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

Accepted Answer

A)   context
B)   content
C)   commerce
D)   customization
E)   connectionF) None of the above
G) B) and D)

Question 7

Those people who object to cookies are most likely concerned with

Accepted Answer

A)   costs.
B)   privacy.
C)   spam.
D)   viruses.
E)   information overload.F) B) and D)
G) None of the above

Question 8

Explain how the Pizza Hut website uses the seven website design elements.

Accepted Answer

The Pizza Hut website uses the seven web...

Question 9

The communication capabilities of Internet-enabled technologies take three forms,one of which is

Accepted Answer

A)   marketer-to-consumer email notification.
B)   government-to-marketer Do Not Spam monitoring.
C)   phishing and spamming whistleblowing.
D)   online colonies.
E)   web-to-web customer exchanges.F) B) and E)
G) B) and C)

Question 10

Showrooming refers to

Accepted Answer

A)   areas in retail stores where point-of-purchase displays are used to show goods for sale.
B)   an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product.
C)   competition among retail firms in different types of businesses but which sell the same product.
D)   retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing.
E)   the practice of examining products in a store and then buying them online for a cheaper price.F) C) and D)
G) A) and D)

Question 11

To gauge stickiness,companies use the following formula

Accepted Answer

A)   Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor)  * (Average time spent per visit in minutes) .
B)   Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor)  * (Average time spent per visit in minutes) .
C)   Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor)  * (Average time spent per visit in minutes) .
D)   Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor)  * (Average time spent per visit in minutes) .
E)   Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor)  * (Average time spent per visit in minutes) .F) All of the above
G) A) and B)

Question 12

Two major issues that contribute to consumers' hesitancy to use online shopping are

Accepted Answer

A)   quality and price.
B)   privacy and security.
C)   computer knowledge and security.
D)   price and privacy.
E)   quality and computer knowledge.F) C) and D)
G) A) and B)

Question 13

Word-of-mouth behavior in marketspace is referred to as

Accepted Answer

A)   tweets.
B)   buzz.
C)   instant messaging.
D)   blogging.
E)   likes.F) B) and C)
G) D) and E)

Question 14

Most websites do not include every design element.Although every website has _________,they differ in the use of the remaining five elements.

Accepted Answer

A)   content and commerce
B)   commerce and customization
C)   context and content
D)   communication and community
E)   context and connectionF) B) and C)
G) All of the above

Question 15

Define cross-channel consumers,and explain why they are important to marketers.

Accepted Answer

A cross-channel consumer is an online co...

Question 16

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors email 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 marketingF) A) and B)
G) C) and E)

Question 17

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018

Accepted Answer

A)   40
B)   50
C)   60
D)   70
E)   90F) A) and B)
G) A) and C)

Question 18

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

Accepted Answer

Online consumers are the subsegment of a...

Question 19

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________,which refers to the amount of time per month that visitors spend on their websites.

Accepted Answer

A)   stickiness
B)   glueyness
C)   gumminess
D)   adhesiveness
E)   connectivenessF) A) and D)
G) B) and D)

Question 20

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a

Accepted Answer

A)   wiki.
B)   cookie.
C)   choiceboard.
D)   bot.
E)   collaborative filter.F) A) and B)
G) A) and C)

Exam 18: Implementing Interactive and Multichannel Marketing

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________,which refers to the amount of time per month that visitors spend on their websites.

Correct AnswerverifiedShow Answer

Two major issues that contribute to consumers' hesitancy to use online shopping are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedOnline consumers are the subsegment of a...View AnswerShow Answer

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a

Correct AnswerverifiedShow Answer

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018

Correct AnswerverifiedShow Answer

Those people who object to cookies are most likely concerned with

Correct AnswerverifiedShow Answer

Word-of-mouth behavior in marketspace is referred to as

Correct AnswerverifiedShow Answer

Define cross-channel consumers,and explain why they are important to marketers.

Correct AnswerverifiedA cross-channel consumer is an online co...View AnswerShow Answer

Showrooming refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

Correct AnswerverifiedShow Answer

Explain how the Pizza Hut website uses the seven website design elements.

Correct AnswerverifiedThe Pizza Hut website uses the seven web...View AnswerShow Answer

Most websites do not include every design element.Although every website has _________,they differ in the use of the remaining five elements.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that 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.

Correct AnswerverifiedShow Answer

About __________ percent of Internet users ages 15 and older shop online in the United States.

Correct AnswerverifiedShow Answer

The communication capabilities of Internet-enabled technologies take three forms,one of which is

Correct AnswerverifiedShow Answer

To gauge stickiness,companies use the following formula

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A blog refers to

Correct AnswerverifiedShow Answer

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Online consumers are the subsegment of a...
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A cross-channel consumer is an online co...
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The Pizza Hut website uses the seven web...
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