Question 1

Internet-enabled technologies provide communication capabilities that take three forms. They are

Accepted Answer

A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer e-mail notifications, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notifications. 
E)  marketer-to-consumer e-mail notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites. 
A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal. 
B)  marketer-to-consumer e-mail notifications, telephone-based customer service, and order processing via PayPal. 
C)  consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and telephone-based customer service. 
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notifications. 
E)  marketer-to-consumer e-mail notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Question 2

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages, and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which reason consumers shop online?

Accepted Answer

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

Question 3

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

Accepted Answer

A)  choice and control 
B)  cost and convenience 
C)  interactivity and individuality 
D)  communication and information 
E)  choice boards and collaborative filtering 
A)  choice and control 
B)  cost and convenience 
C)  interactivity and individuality 
D)  communication and information 
E)  choice boards and collaborative filtering

Question 4

Which of these transactions occurred in the digital marketspace?

Accepted Answer

A)  Becca sold Discovery Toys creative puzzles at an in-home demonstration. 
B)  Emiliano bought a brand new pair of TOMS shoes through Zappos.com. 
C)  Shelby purchased an iPhone case at a kiosk at the airport. 
D)  Corey bought a double-dipped chocolate ice cream cone from the ice cream vendor when his ice cream truck came down the street. 
E)  Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number. 
A)  Becca sold Discovery Toys creative puzzles at an in-home demonstration. 
B)  Emiliano bought a brand new pair of TOMS shoes through Zappos.com. 
C)  Shelby purchased an iPhone case at a kiosk at the airport. 
D)  Corey bought a double-dipped chocolate ice cream cone from the ice cream vendor when his ice cream truck came down the street. 
E)  Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

Question 5

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Accepted Answer

A)  consumer responsibility. 
B)  closer global alliances. 
C)  Web communities. 
D)  social responsibility. 
E)  courteous online dialog. 
A)  consumer responsibility. 
B)  closer global alliances. 
C)  Web communities. 
D)  social responsibility. 
E)  courteous online dialog.

Question 6

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Accepted Answer

A)  choiceboard. 
B)  permission-based e-mail. 
C)  cookie. 
D)  bot. 
E)  collaborative filter. 
A)  choiceboard. 
B)  permission-based e-mail. 
C)  cookie. 
D)  bot. 
E)  collaborative filter.

Question 7

Which of these allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

Accepted Answer

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

Question 8

According to Ian Wolfman, Pizza Hut chief marketing officer, "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 respect 
A)  trust; transactions 
B)  levels of communication; brand awareness 
C)  customer loyalty; consumer expectations 
D)  customer interaction; product awareness 
E)  customer value; mutual respect

Question 9

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

Accepted Answer

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

Question 10

In terms of the online customer experience, content refers to

Accepted Answer

A)  a website's capabilities to enable commercial transactions. 
B)  all the digital information on a website-text, video, audio, and graphics. 
C)  the multiple ways the website enables user-to-user communication. 
D)  the dialog that unfolds between the website and its users. 
E)  the information consumers provide to the firm through its website. 
A)  a website's capabilities to enable commercial transactions. 
B)  all the digital information on a website-text, video, audio, and graphics. 
C)  the multiple ways the website enables user-to-user communication. 
D)  the dialog that unfolds between the website and its users. 
E)  the information consumers provide to the firm through its website.

Question 11

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)  a digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. 
E)  an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook. 
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)  a digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. 
E)  an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

Question 12

Among popular purchases online, one kind of product consists of items like computer software, music, and video for which

Accepted Answer

A)  prepurchase trial is critical. 
B)  digital delivery is the single most important factor. 
C)  audio or video demonstration is important. 
D)  price and delivery time are not key factors. 
E)  price and speed of delivery are the determinant sales factors. 
A)  prepurchase trial is critical. 
B)  digital delivery is the single most important factor. 
C)  audio or video demonstration is important. 
D)  price and delivery time are not key factors. 
E)  price and speed of delivery are the determinant sales factors.

Question 13

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Accepted Answer

A)  dynamic pricing. 
B)  virtual pricing. 
C)  experience curve pricing. 
D)  skimming pricing. 
E)  elasticity pricing. 
A)  dynamic pricing. 
B)  virtual pricing. 
C)  experience curve pricing. 
D)  skimming pricing. 
E)  elasticity pricing.

Question 14

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used ________ to introduce its new product.

Accepted Answer

A)  opt-out marketing 
B)  personalization 
C)  viral marketing 
D)  buzz marketing 
E)  permission marketing 
A)  opt-out marketing 
B)  personalization 
C)  viral marketing 
D)  buzz marketing 
E)  permission marketing

Question 15

Which of these is not a motivation for webrooming?

Accepted Answer

A)  obtaining a lower price 
B)  gaining immediate possession of a product 
C)  finding a larger selection 
D)  avoiding shipping costs 
E)  expecting easier returns 
A)  obtaining a lower price 
B)  gaining immediate possession of a product 
C)  finding a larger selection 
D)  avoiding shipping costs 
E)  expecting easier returns

Question 16

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

Accepted Answer

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

Question 17

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 connection 
A)  content and commerce 
B)  commerce and customization 
C)  context and content 
D)  communication and community 
E)  context and connection

Question 18

Describe why measuring channel performance in multichannel marketing is so difficult.

Accepted Answer

The third step in implementing multichan

Question 19

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Accepted Answer

A)  chatbots 
B)  choice assistance 
C)  sales promotions 
D)  adaptive selling 
E)  bot referral 
A)  chatbots 
B)  choice assistance 
C)  sales promotions 
D)  adaptive selling 
E)  bot referral

Question 20

A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Accepted Answer

A)  spam. 
B)  a blog. 
C)  buzz. 
D)  a forum. 
E)  a journalog. 
A)  spam. 
B)  a blog. 
C)  buzz. 
D)  a forum. 
E)  a journalog.

Exam 17: Integrated Marketing Communications and Direct Marketing

Internet-enabled technologies provide communication capabilities that take three forms. They are

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

Which of these transactions occurred in the digital marketspace?

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Which of these allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

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

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

In terms of the online customer experience, content refers to

Viral marketing refers to

Among popular purchases online, one kind of product consists of items like computer software, music, and video for which

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Which of these is not a motivation for webrooming?

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

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

Describe why measuring channel performance in multichannel marketing is so difficult.

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

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

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