Question 1

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Accepted Answer

Cookies are computer files that a market

Question 2

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

Accepted Answer

A)  consumer-to-marketer buying and service requests. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges. 
A)  consumer-to-marketer buying and service requests. 
B)  government-to-marketer Do Not Spam monitoring. 
C)  phishing and spamming whistleblowing. 
D)  online colonies. 
E)  web-to-web customer exchanges.

Question 3

Convenience, lower prices, and greater personalization have fueled the popularity of ________ provided by companies like Blue Apron and Dollar Shave Club.

Accepted Answer

A)  cross-channel shopping 
B)  marketspace delivery 
C)  social shopping 
D)  subscription commerce 
E)  sociodigital buying 
A)  cross-channel shopping 
B)  marketspace delivery 
C)  social shopping 
D)  subscription commerce 
E)  sociodigital buying

Question 4

Levi's Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different 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. 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. 
A)  control. 
B)  cost. 
C)  choice. 
D)  customization. 
E)  convenience.

Question 5

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

Accepted Answer

A)  are experimenting with ways to deliver products and services available to customers faster. 
B)  provide price match guarantees and make comparison shopping easier right from the website. 
C)  have opened physical showrooms that allow shoppers an opportunity to experience the company's products. 
D)  offer easily customized products and services. 
E)  provide simple two-way communication so that consumers can tell marketers exactly what they want in the marketspace. 
A)  are experimenting with ways to deliver products and services available to customers faster. 
B)  provide price match guarantees and make comparison shopping easier right from the website. 
C)  have opened physical showrooms that allow shoppers an opportunity to experience the company's products. 
D)  offer easily customized products and services. 
E)  provide simple two-way communication so that consumers can tell marketers exactly what they want in the marketspace.

Question 6

Pizza Hut's 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)  Blogtern 
A)  Trusttern 
B)  Twintern 
C)  Stutern 
D)  Brandtern 
E)  Blogtern

Question 7

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did.

Accepted Answer

Cookies are computer files that a market

Question 8

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Accepted Answer

A)  channel valuation. 
B)  service appropriation. 
C)  marketing attribution. 
D)  multichannel accreditation. 
E)  touchpoint compensation. 
A)  channel valuation. 
B)  service appropriation. 
C)  marketing attribution. 
D)  multichannel accreditation. 
E)  touchpoint compensation.

Question 9

Bots contribute to the convenience of online shopping because they

Accepted Answer

A)  reduce time spent online. 
B)  allow customers to make online comparisons of prices and product features. 
C)  permit customers to design one-of-a-kind items that fit their specific needs. 
D)  allow customers to engage in an electronic dialog with marketers. 
E)  offer customers almost any product or service they want. 
A)  reduce time spent online. 
B)  allow customers to make online comparisons of prices and product features. 
C)  permit customers to design one-of-a-kind items that fit their specific needs. 
D)  allow customers to engage in an electronic dialog with marketers. 
E)  offer customers almost any product or service they want.

Question 10

What is the digital marketspace?

Accepted Answer

The digital marketspace is a d

Question 11

TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, among others. TheKnot.com is an example of a website that incorporates the ________ design element.

Accepted Answer

A)  convenience 
B)  connection 
C)  control 
D)  community 
E)  communication 
A)  convenience 
B)  connection 
C)  control 
D)  community 
E)  communication

Question 12

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)  wikis 
B)  choiceboards 
C)  social media 
D)  cookies 
E)  collaborative filters 
A)  wikis 
B)  choiceboards 
C)  social media 
D)  cookies 
E)  collaborative filters

Question 13

To gauge website 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). 
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).

Question 14

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

Accepted Answer

A)  content 
B)  functionally 
C)  aesthetically 
D)  text 
E)  picture 
A)  content 
B)  functionally 
C)  aesthetically 
D)  text 
E)  picture

Question 15

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Accepted Answer

A)  social 
B)  transactional 
C)  multichannel 
D)  transformational 
E)  conversion 
A)  social 
B)  transactional 
C)  multichannel 
D)  transformational 
E)  conversion

Question 16

Which of these is one of three rules for a company to successfully employ permission marketing?

Accepted Answer

A)  Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors. 
B)  The firm will never buy marketing lists from other companies that may contain their personal information. 
C)  Customers are assured that their name or buyer profile data will not be sold or shared with others. 
D)  Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online. 
E)  Customers will be protected from identity theft for any product purchased from its website. 
A)  Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors. 
B)  The firm will never buy marketing lists from other companies that may contain their personal information. 
C)  Customers are assured that their name or buyer profile data will not be sold or shared with others. 
D)  Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online. 
E)  Customers will be protected from identity theft for any product purchased from its website.

Question 17

Which of the following profiles would most likely describe an online consumer?

Accepted Answer

A)  a tech-savvy grade-school student living with her parents 
B)  a 21-year-old high-school graduate earning $18,000 annually living in his own apartment 
C)  a 28-year-old chemical engineer living in the suburbs with her husband and two children 
D)  a 55-year-old factory worker living with his wife in an apartment 
E)  a 70-year-old retired naval officer living in a retirement community 
A)  a tech-savvy grade-school student living with her parents 
B)  a 21-year-old high-school graduate earning $18,000 annually living in his own apartment 
C)  a 28-year-old chemical engineer living in the suburbs with her husband and two children 
D)  a 55-year-old factory worker living with his wife in an apartment 
E)  a 70-year-old retired naval officer living in a retirement community

Question 18

Which of these statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A)  Eighty percent of online sales occur on the weekends. 
B)  The busiest shopping day is Saturday. 
C)  Only 10 percent of consumers say they visit websites from their place of work. 
D)  Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts. 
E)  Most people buy online when they are sad or depressed. 
A)  Eighty percent of online sales occur on the weekends. 
B)  The busiest shopping day is Saturday. 
C)  Only 10 percent of consumers say they visit websites from their place of work. 
D)  Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts. 
E)  Most people buy online when they are sad or depressed.

Question 19

Multichannel marketing refers to

Accepted Answer

A)  selling the same product to the same customers under two distinct brand names. 
B)  selling the same product to the same customers at two different price points through two different distributors. 
C)  the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D)  the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E)  the blending of nonelectronic communication and delivery channels to counteract the power of online buying. 
A)  selling the same product to the same customers under two distinct brand names. 
B)  selling the same product to the same customers at two different price points through two different distributors. 
C)  the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D)  the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E)  the blending of nonelectronic communication and delivery channels to counteract the power of online buying.

Question 20

According to the eight-second rule,

Accepted Answer

A)  it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B)  any online purchase should take no more than eight seconds to complete. 
C)  prospective customers will not wait longer than eight seconds for a response to an online chat. 
D)  50 percent of online consumers will spend less than eight seconds viewing a single webpage. 
E)  customers will abandon a website if download time exceeds eight seconds. 
A)  it only takes eight seconds for someone to learn how to navigate a marketer's website. 
B)  any online purchase should take no more than eight seconds to complete. 
C)  prospective customers will not wait longer than eight seconds for a response to an online chat. 
D)  50 percent of online consumers will spend less than eight seconds viewing a single webpage. 
E)  customers will abandon a website if download time exceeds eight seconds.

Exam 17: Integrated Marketing Communications and Direct Marketing

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

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

Convenience, lower prices, and greater personalization have fueled the popularity of ________ provided by companies like Blue Apron and Dollar Shave Club.

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

Pizza Hut's 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.

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did.

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Bots contribute to the convenience of online shopping because they

What is the digital marketspace?

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

To gauge website stickiness, companies use the following formula:

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Which of these is one of three rules for a company to successfully employ permission marketing?

Which of the following profiles would most likely describe an online consumer?

Which of these statements regarding when and where online consumers shop and buy is most accurate?

Multichannel marketing refers to

According to the eight-second rule,

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters