Question 1

2004,the __________ Act became effective and restricts 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 2

study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.The Mrs.Net Skeptic segment represents __________ of online moms.

Accepted Answer

A)  12 percent 
B)  14 percent 
C)  20 percent 
D)  31 percent 
E)  35 percent 
A)  12 percent 
B)  14 percent 
C)  20 percent 
D)  31 percent 
E)  35 percent

Question 3

principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Accepted Answer

A)  create portals; act as bots 
B)  convert online browsers into online buyers; promote a company's products and services 
C)  provide information about a company; move consumers closer to a purchase 
D)  move consumers closer to a purchase; provide information about a company 
E)  promote a company's products and services; convert online browsers into online buyers 
A)  create portals; act as bots 
B)  convert online browsers into online buyers; promote a company's products and services 
C)  provide information about a company; move consumers closer to a purchase 
D)  move consumers closer to a purchase; provide information about a company 
E)  promote a company's products and services; convert online browsers into online buyers

Question 4

Monster.com is a leading online job-hunting website.A person looking for a new job does not have to look at every listing on the website.Instead,he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.Monster.com uses ___________ to send its e-mail updates,which include ads from other businesses.

Accepted Answer

A)  opt-out marketing 
B)  personalization 
C)  cookies 
D)  wikis 
E)  permission marketing 
A)  opt-out marketing 
B)  personalization 
C)  cookies 
D)  wikis 
E)  permission marketing

Question 5

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

Accepted Answer

A)  people returning home from work 
B)  families and mothers with no time 
C)  college students living on campus 
D)  men who watch sports on weekends 
E)  high school students on dates 
A)  people returning home from work 
B)  families and mothers with no time 
C)  college students living on campus 
D)  men who watch sports on weekends 
E)  high school students on dates

Question 6

typical "online mom" is

Accepted Answer

A)  23-years-old, taking college classes online, and has an infant or toddler at home. 
B)  28-years-old, a college graduate, recently remarried, and the mother of a blended family. 
C)  35-years-old, a high school graduate, and a single parent working outside the home. 
D)  38-years-old, married, a college graduate, and working outside the home. 
E)  43-years-old, recently divorced, children starting college, and working part-time. 
A)  23-years-old, taking college classes online, and has an infant or toddler at home. 
B)  28-years-old, a college graduate, recently remarried, and the mother of a blended family. 
C)  35-years-old, a high school graduate, and a single parent working outside the home. 
D)  38-years-old, married, a college graduate, and working outside the home. 
E)  43-years-old, recently divorced, children starting college, and working part-time.

Question 7

Seven Cycles uses _________ to create customer value,build relationships,and produce customer experiences in novel ways.

Accepted Answer

A)  the Internet 
B)  just-in-time delivery 
C)  marketing dashboards 
D)  logistics management 
E)  customer relationship management 
A)  the Internet 
B)  just-in-time delivery 
C)  marketing dashboards 
D)  logistics management 
E)  customer relationship management

Question 8

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)__________; (5)communication; (6)connection; and (7)commerce.

Accepted Answer

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

Question 9

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as _________.

Accepted Answer

A)  broadcasting 
B)  distribution 
C)  communication 
D)  dispensing 
E)  efficiencies 
A)  broadcasting 
B)  distribution 
C)  communication 
D)  dispensing 
E)  efficiencies

Question 10

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

Accepted Answer

Online consumers differ from the general

Question 11

Figure 21-2
-Consider Figure 21-2 above."F" refers to which of the following website design elements?

Accepted Answer

A)  communication 
B)  commerce 
C)  customization 
D)  connection 
E)  context 
A)  communication 
B)  commerce 
C)  customization 
D)  connection 
E)  context

Question 12

two unique capabilities of Internet technology promote and sustain customer relationships?

Accepted Answer

Marketers benefit from two unique capabi

Question 13

the De Beers website (HYPERLINK "http://www.diamondsareforever.com"www.diamondsareforever.com),users can design their own rings and show them to others.One out of five website visitors e-mails their ring design to friends and relatives who 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 marketing 
A)  opt-out marketing 
B)  customerization 
C)  niche marketing 
D)  buzz marketing 
E)  viral marketing

Question 14

Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store.It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.

Accepted Answer

A)  conventional 
B)  transactional 
C)  promotional 
D)  transformational 
E)  customer conversion 
A)  conventional 
B)  transactional 
C)  promotional 
D)  transformational 
E)  customer conversion

Question 15

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

A)  Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B)  The margins for online goods are usually higher than those purchased in traditional marketplaces. 
C)  Any price advantage for online purchases is lost in shipping and handling fees. 
D)  Many popular items bought online can be purchased at the same price or cheaper than in retail stores. 
E)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases. 
A)  Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. 
B)  The margins for online goods are usually higher than those purchased in traditional marketplaces. 
C)  Any price advantage for online purchases is lost in shipping and handling fees. 
D)  Many popular items bought online can be purchased at the same price or cheaper than in retail stores. 
E)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

Question 16

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Accepted Answer

A)  context 
B)  customization 
C)  content 
D)  communication 
E)  connection 
A)  context 
B)  customization 
C)  content 
D)  communication 
E)  connection

Question 17

are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e

Question 18

largest online consumer lifestyle segment is referred to as "__________."

Accepted Answer

A)  hunter-gatherers 
B)  click-and-mortar 
C)  brand loyalists 
D)  hooked, online, and single 
E)  time-sensitive materialists 
A)  hunter-gatherers 
B)  click-and-mortar 
C)  brand loyalists 
D)  hooked, online, and single 
E)  time-sensitive materialists

Question 19

Personalization refers to

Accepted Answer

A)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
C)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
D)  the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. 
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
B)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
C)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
D)  the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. 
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 20

Which of the following 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 20 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 depressed. 
A)  Eighty percent of online sales occur on the weekends. 
B)  The busiest shopping day is Saturday. 
C)  Only 20 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 depressed.

2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.The Mrs.Net Skeptic segment represents __________ of online moms.

principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

typical "online mom" is

Seven Cycles uses _________ to create customer value,build relationships,and produce customer experiences in novel ways.

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)__________; (5)communication; (6)connection; and (7)commerce.

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as _________.

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

Figure 21-2 -Consider Figure 21-2 above."F" refers to which of the following website design elements?

two unique capabilities of Internet technology promote and sustain customer relationships?

Which of the following statements about cost and its impact on online shopping is most accurate?

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

are transactional and promotional websites different?

largest online consumer lifestyle segment is referred to as "__________."

Personalization refers to

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

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

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 21: Implementing Interactive and Multi-Channel Marketing

2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.The Mrs.Net Skeptic segment represents __________ of online moms.

principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

typical "online mom" is

Seven Cycles uses _________ to create customer value,build relationships,and produce customer experiences in novel ways.

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)__________; (5)communication; (6)connection; and (7)commerce.

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as _________.

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

Figure 21-2 -Consider Figure 21-2 above."F" refers to which of the following website design elements?

two unique capabilities of Internet technology promote and sustain customer relationships?

Which of the following statements about cost and its impact on online shopping is most accurate?

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

are transactional and promotional websites different?

largest online consumer lifestyle segment is referred to as "__________."

Personalization refers to

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

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

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Filters

principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .