Question 1

Legacy companies that sell luxury fashions

Accepted Answer

A)  offer lower prices and have smaller margins when selling online. 
B)  are the fastest growing category in e-commerce. 
C)  have been leaders in creating the online experience. 
D)  generate the highest profit when they offer discount merchandise only online. 
E)  are not likely to sell them online. 
A)  offer lower prices and have smaller margins when selling online. 
B)  are the fastest growing category in e-commerce. 
C)  have been leaders in creating the online experience. 
D)  generate the highest profit when they offer discount merchandise only online. 
E)  are not likely to sell them online.

Question 2

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.

Accepted Answer

A)  a cross-functional 
B)  aninterlocking marketing 
C)  a multichannel marketing 
D)  a dual distribution 
E)  a market penetration 
A)  a cross-functional 
B)  aninterlocking marketing 
C)  a multichannel marketing 
D)  a dual distribution 
E)  a market penetration

Question 3

Which of these is an important step in effectively implementing multichannel marketing?

Accepted Answer

A)  Establish subbrands for catalog retailers and direct selling channels. 
B)  Immediately appoint a channel captain to avoid channel conflict. 
C)  Minimize the number of channels to avoid cannibalizing sales from stores. 
D)  Create a website that will engage visitors with interactive experiences that involve games, contests, and quizzes. 
E)  Start by documenting cross-channel consumer behavior with a customer journey map. 
A)  Establish subbrands for catalog retailers and direct selling channels. 
B)  Immediately appoint a channel captain to avoid channel conflict. 
C)  Minimize the number of channels to avoid cannibalizing sales from stores. 
D)  Create a website that will engage visitors with interactive experiences that involve games, contests, and quizzes. 
E)  Start by documenting cross-channel consumer behavior with a customer journey map.

Question 4

Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.

Accepted Answer

A)  driving vehicles owned by friends or family 
B)  creating a new household budget 
C)  developing a negotiation technique 
D)  researching cars online 
E)  getting new-car recommendations from personal sources 
A)  driving vehicles owned by friends or family 
B)  creating a new household budget 
C)  developing a negotiation technique 
D)  researching cars online 
E)  getting new-car recommendations from personal sources

Question 5

Which of these is an approach to viral marketing?

Accepted Answer

A)  embed a message in the product or service so that customers hardly realize they are passing it along 
B)  use customerization to impact customer satisfaction 
C)  employ choiceboards to allow consumers an easy way to share information 
D)  use niche marketing to attract customers that are likely to be opinion leaders 
E)  use permission marketing to avoid sending commercial messages to those who do not want them 
A)  embed a message in the product or service so that customers hardly realize they are passing it along 
B)  use customerization to impact customer satisfaction 
C)  employ choiceboards to allow consumers an easy way to share information 
D)  use niche marketing to attract customers that are likely to be opinion leaders 
E)  use permission marketing to avoid sending commercial messages to those who do not want them

Question 6

Marketers produce a customer experience through seven website design elements, including which of these?

Accepted Answer

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

Question 7

Interactive marketing often makes use of

Accepted Answer

A)  niche marketspaces. 
B)  sophisticated choiceboards. 
C)  the digital divide, which separates online consumers from traditional marketplace consumers. 
D)  a marketing mix strategy that de-emphasizes the promotion element. 
E)  human-to-human mediated online "chat room" communication prior to the purchase. 
A)  niche marketspaces. 
B)  sophisticated choiceboards. 
C)  the digital divide, which separates online consumers from traditional marketplace consumers. 
D)  a marketing mix strategy that de-emphasizes the promotion element. 
E)  human-to-human mediated online "chat room" communication prior to the purchase.

Question 8

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

Question 9

Internet shopping is now commonplace. Feeling guilty after online shopping or hiding things you buy online because of what others will think are among the signs that a shopper

Accepted Answer

A)  understands post-purchase support services. 
B)  carefully checks the price of purchases. 
C)  is not prepared enough when planning online shopping. 
D)  may be addicted to online shopping. 
E)  is highly brand loyal to online brands. 
A)  understands post-purchase support services. 
B)  carefully checks the price of purchases. 
C)  is not prepared enough when planning online shopping. 
D)  may be addicted to online shopping. 
E)  is highly brand loyal to online brands.

Question 10

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2022.

Accepted Answer

A)  $200 million 
B)  $900 million 
C)  $40 billion 
D)  $200 billion 
E)  $500 billion 
A)  $200 million 
B)  $900 million 
C)  $40 billion 
D)  $200 billion 
E)  $500 billion

Question 11

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

Accepted Answer

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

Question 12

Electronic shopping agents that search websites to compare prices and product or service features are referred to as

Accepted Answer

A)  cookies. 
B)  weblinks. 
C)  intranets. 
D)  extranets. 
E)  bots. 
A)  cookies. 
B)  weblinks. 
C)  intranets. 
D)  extranets. 
E)  bots.

Question 13

From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A)  digitalization 
B)  online marketing 
C)  website design 
D)  interactive marketing 
E)  customer experience 
A)  digitalization 
B)  online marketing 
C)  website design 
D)  interactive marketing 
E)  customer experience

Question 14

In terms of the online customer experience, commerce refers to

Accepted Answer

A)  business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B)  Internet-based networks that permit communication between a company and its suppliers, distributors, and other partners. 
C)  websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D)  the application of information and communication technologies in support of the firm's entire business activities. 
E)  the website's ability to conduct sales transactions for products and services. 
A)  business-to-business only transactions made between a purchasing manager's website and websites from its suppliers. 
B)  Internet-based networks that permit communication between a company and its suppliers, distributors, and other partners. 
C)  websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal. 
D)  the application of information and communication technologies in support of the firm's entire business activities. 
E)  the website's ability to conduct sales transactions for products and services.

Question 15

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

Accepted Answer

A)  Rider Kit 
B)  Cyclo Kit 
C)  Custom Kit 
D)  Proviso Kit 
E)  Seven Fit 
A)  Rider Kit 
B)  Cyclo Kit 
C)  Custom Kit 
D)  Proviso Kit 
E)  Seven Fit

Question 16

Among popular online purchases, one kind of product includes regularly purchased consumer packaged goods such as personal care items where

Accepted Answer

A)  customer value is the most important element. 
B)  price and delivery time are not key factors. 
C)  convenience is very important. 
D)  digital delivery is an important factor. 
E)  price and speed of delivery are the determinant sales factors. 
A)  customer value is the most important element. 
B)  price and delivery time are not key factors. 
C)  convenience is very important. 
D)  digital delivery is an important factor. 
E)  price and speed of delivery are the determinant sales factors.

Question 17

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

Question 18

In 2004 the ________ Act became effective, restricting information collection and unsolicited e-mail promotions on the Internet.

Accepted Answer

A)  Anti-SPAM 
B)  E-Mail Privacy 
C)  Digital Marketing 
D)  Consumer E-Mail Solicitation 
E)  CAN-SPAM 
A)  Anti-SPAM 
B)  E-Mail Privacy 
C)  Digital Marketing 
D)  Consumer E-Mail Solicitation 
E)  CAN-SPAM

Question 19

Amazon.com is an Internet retailer located in the United States. About 45 percent of its sales are to customers who live outside the United States. This shows how the digital marketspace contributes to customer value through the creation of

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

Legacy companies that sell luxury fashions

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.

Which of these is an important step in effectively implementing multichannel marketing?

Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.

Which of these is an approach to viral marketing?

Marketers produce a customer experience through seven website design elements, including which of these?

Interactive marketing often makes use of

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.

Internet shopping is now commonplace. Feeling guilty after online shopping or hiding things you buy online because of what others will think are among the signs that a shopper

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2022.

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

Electronic shopping agents that search websites to compare prices and product or service features are referred to as

From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

In terms of the online customer experience, commerce refers to

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

Among popular online purchases, one kind of product includes regularly purchased consumer packaged goods such as personal care items where

In 2004 the ________ Act became effective, restricting information collection and unsolicited e-mail promotions on the Internet.

Amazon.com is an Internet retailer located in the United States. About 45 percent of its sales are to customers who live outside the United States. This shows how the digital marketspace contributes to customer value through the creation of

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

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