Question 1

Which of these is a popular product category for showrooming?

Accepted Answer

A)  beauty products 
B)  music 
C)  jewelry 
D)  consumer electronics 
E)  furniture 
A)  beauty products 
B)  music 
C)  jewelry 
D)  consumer electronics 
E)  furniture

Question 2

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 is referred to as

Accepted Answer

A)  multichannel marketing. 
B)  strategic channel alliances. 
C)  dual-track reselling. 
D)  dual distribution. 
E)  retail segmentation. 
A)  multichannel marketing. 
B)  strategic channel alliances. 
C)  dual-track reselling. 
D)  dual distribution. 
E)  retail segmentation.

Question 3

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market

Question 4

The __________ website design element can be provided by chatbots, mimicking human conversation using artificial intelligence.

Accepted Answer

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

Question 5

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)  connection 
A)  commerce 
B)  context 
C)  community 
D)  content 
E)  connection

Question 6

A virtual ________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Accepted Answer

A)  village 
B)  community 
C)  district 
D)  area 
E)  population 
A)  village 
B)  community 
C)  district 
D)  area 
E)  population

Question 7

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use it to enhance customer value by providing

Accepted Answer

A)  place utility. 
B)  form utility. 
C)  time utility. 
D)  possession utility. 
E)  product utility. 
A)  place utility. 
B)  form utility. 
C)  time utility. 
D)  possession utility. 
E)  product utility.

Question 8

Which step in implementing multichannel marketing is most challenging?

Accepted Answer

A)  establishing subbrands for catalog retailers and direct selling channels 
B)  employing communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers 
C)  monitoring and measuring performance in various channels 
D)  creating a website that will engage visitors with interactive experiences 
E)  documenting cross-channel consumer behavior with a customer journey map 
A)  establishing subbrands for catalog retailers and direct selling channels 
B)  employing communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers 
C)  monitoring and measuring performance in various channels 
D)  creating a website that will engage visitors with interactive experiences 
E)  documenting cross-channel consumer behavior with a customer journey map

Question 9

________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A)  Multichannel buying 
B)  Pull marketing 
C)  Intertype retailing 
D)  Webrooming 
E)  Social commerce 
A)  Multichannel buying 
B)  Pull marketing 
C)  Intertype retailing 
D)  Webrooming 
E)  Social commerce

Question 10

Web communities are

Accepted Answer

A)  online 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-mail sales notifications and coupons from the manufacturer. 
A)  online 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-mail sales notifications and coupons from the manufacturer.

Question 11

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)  opt-in. 
B)  e-consent. 
C)  a cookie. 
D)  spam. 
E)  e-authorization. 
A)  opt-in. 
B)  e-consent. 
C)  a cookie. 
D)  spam. 
E)  e-authorization.

Question 12

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

Accepted Answer

A)  permission marketing. 
B)  personalization. 
C)  transactional website. 
D)  collaborative filtering. 
E)  customerization. 
A)  permission marketing. 
B)  personalization. 
C)  transactional website. 
D)  collaborative filtering. 
E)  customerization.

Question 13

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

Accepted Answer

A)  time utility. 
B)  place utility. 
C)  possession utility. 
D)  form utility. 
E)  access utility. 
A)  time utility. 
B)  place utility. 
C)  possession utility. 
D)  form utility. 
E)  access utility.

Question 14

Those people who object to cookies are most likely concerned with

Accepted Answer

A)  costs. 
B)  privacy. 
C)  spam. 
D)  viruses. 
E)  information overload. 
A)  costs. 
B)  privacy. 
C)  spam. 
D)  viruses. 
E)  information overload.

Question 15

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Accepted Answer

A)  spam 
B)  spiders 
C)  vloggers 
D)  cookies 
E)  trackers 
A)  spam 
B)  spiders 
C)  vloggers 
D)  cookies 
E)  trackers

Question 16

Figure 17-1
-Consider Figure 17-1 above. Box D refers to which of these website design elements?

Accepted Answer

A)  creativity 
B)  commerce 
C)  control 
D)  consistency 
E)  collaboration 
A)  creativity 
B)  commerce 
C)  control 
D)  consistency 
E)  collaboration

Question 17

Buzz is particularly influential for which of the following items?

Accepted Answer

A)  toys, pharmaceuticals, movies, and consumer electronics 
B)  baby products, gardening supplies, retirement funds, and health insurance 
C)  funeral services, cruises, foreign travel, and higher education 
D)  day care, dating sites, restaurants, and home repair 
E)  sports lessons, veterinarians, dance studios, and car washes 
A)  toys, pharmaceuticals, movies, and consumer electronics 
B)  baby products, gardening supplies, retirement funds, and health insurance 
C)  funeral services, cruises, foreign travel, and higher education 
D)  day care, dating sites, restaurants, and home repair 
E)  sports lessons, veterinarians, dance studios, and car washes

Question 18

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

Accepted Answer

A)  Recreational Equipment, Inc. (REI), 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. 
A)  Recreational Equipment, Inc. (REI), 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.

Question 19

The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Accepted Answer

A)  context 
B)  choice 
C)  community 
D)  convenience 
E)  connection 
A)  context 
B)  choice 
C)  community 
D)  convenience 
E)  connection

Question 20

Stickiness Marketing Dashboard
-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors several measures. For 2018 where would Arrow B be shown, as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A)  4.0 minutes 
B)  6.0 minutes 
C)  10.0 minutes 
D)  16.0 minutes 
E)  cannot be determined 
A)  4.0 minutes 
B)  6.0 minutes 
C)  10.0 minutes 
D)  16.0 minutes 
E)  cannot be determined

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of these is a popular product category for showrooming?

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 is referred to as

Define and explain the importance of the eight-second rule.

The __________ website design element can be provided by chatbots, mimicking human conversation using artificial intelligence.

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

A virtual ________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use it to enhance customer value by providing

Which step in implementing multichannel marketing is most challenging?

________ is the practice of examining products online and then buying them in a store.

Web communities are

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

Those people who object to cookies are most likely concerned with

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Figure 17-1 -Consider Figure 17-1 above. Box D refers to which of these website design elements?

Buzz is particularly influential for which of the following items?

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.

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