Question 1

communities refer to

Accepted Answer

A)  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-mails, sales notifications, and coupons from the manufacturer. 
A)  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-mails, sales notifications, and coupons from the manufacturer.

Question 2

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as DVDs,for which

Accepted Answer

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

Question 3

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

Accepted Answer

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

Question 4

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

Accepted Answer

Spam can take the form of electronic jun

Question 5

terms of website design and the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.

Accepted Answer

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

Question 6

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Accepted Answer

A)  offering the greatest selection 
B)  speed up the delivery process 
C)  saved preferences 
D)  offering the best value for the price 
E)  create strong customer relationship 
A)  offering the greatest selection 
B)  speed up the delivery process 
C)  saved preferences 
D)  offering the best value for the price 
E)  create strong customer relationship

Question 7

greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The marketspace allows marketers to enha

Question 8

Which of the following characteristics of online shopping contributes to its convenience?

Accepted Answer

A)  Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B)  Consumers can avail themselves of numerous websites for almost any product or service they want. 
C)  Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D)  Consumers can engage in an electronic dialogue with marketers. 
E)  Consumers are in charge in the marketspace. 
A)  Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. 
B)  Consumers can avail themselves of numerous websites for almost any product or service they want. 
C)  Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. 
D)  Consumers can engage in an electronic dialogue with marketers. 
E)  Consumers are in charge in the marketspace.

Question 9

visitor to WWE.com will notice that all of the information is contained within the website-there are no links to other websites.The WWE.com website is lacking __________,a website design element that influences the customer experience.

Accepted Answer

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

Question 10

key difference between the traditional marketplace and the new marketspace is that the latter is a(n)__________ environment.

Accepted Answer

A)  tangible 
B)  analog 
C)  physical 
D)  material 
E)  digital 
A)  tangible 
B)  analog 
C)  physical 
D)  material 
E)  digital

Question 11

terms of website design,connection refers to

Accepted Answer

A)  the text, pictures, sound, and videos that the website contains. 
B)  the website's capabilities to enable commercial transactions. 
C)  the network of linkages between a company's website and other sites. 
D)  the layout of the website. 
E)  the website's ability to tailor itself to different users or to allow users to personalize the website. 
A)  the text, pictures, sound, and videos that the website contains. 
B)  the website's capabilities to enable commercial transactions. 
C)  the network of linkages between a company's website and other sites. 
D)  the layout of the website. 
E)  the website's ability to tailor itself to different users or to allow users to personalize the website.

Question 12

marketspace,buzz refers to __________.

Accepted Answer

A)  instant messaging 
B)  twittering or tweeting 
C)  word-of-mouth behavior 
D)  firm-based viral marketing 
E)  negative or deceptive online ads 
A)  instant messaging 
B)  twittering or tweeting 
C)  word-of-mouth behavior 
D)  firm-based viral marketing 
E)  negative or deceptive online ads

Question 13

all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Accepted Answer

The six online consumer lifest

Question 14

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of _________.

Accepted Answer

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

Question 15

communication capabilities of Internet-enabled technologies take three forms: (1)__________; (2)consumer-to-marketer buying and service requests; and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Accepted Answer

A)  marketer-to-consumer e-mail notification 
B)  government-to-marketer Do Not Spam monitoring 
C)  phishing and spamming whistleblowing 
D)  marketer-to-marketer exchanges 
E)  web-to-web customer exchanges 
A)  marketer-to-consumer e-mail notification 
B)  government-to-marketer Do Not Spam monitoring 
C)  phishing and spamming whistleblowing 
D)  marketer-to-marketer exchanges 
E)  web-to-web customer exchanges

Question 16

Permission marketing is also referred to as _________.

Accepted Answer

A)  opt-in marketing 
B)  seller personalization 
C)  e-mail intermediation 
D)  e-mail facilitation 
E)  opt-out marketing 
A)  opt-in marketing 
B)  seller personalization 
C)  e-mail intermediation 
D)  e-mail facilitation 
E)  opt-out marketing

Question 17

online consumer lifestyle segment called "hunter-gatherers"

Accepted Answer

A)  rarely spend money online and use the Internet only as an information source. 
B)  regularly visit their favorite bookmarked websites and spend the most money online. 
C)  regard the Internet as a convenient tool for buying music, books, and computer software. 
D)  are married couples with children at home who use the Internet like a consumer magazine. 
E)  consist of young, affluent single consumers who spend more time online than any other segment. 
A)  rarely spend money online and use the Internet only as an information source. 
B)  regularly visit their favorite bookmarked websites and spend the most money online. 
C)  regard the Internet as a convenient tool for buying music, books, and computer software. 
D)  are married couples with children at home who use the Internet like a consumer magazine. 
E)  consist of young, affluent single consumers who spend more time online than any other segment.

Question 18

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Accepted Answer

A cross-channel shopper is an online con

Question 19

Interactive marketing refers to

Accepted Answer

A)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. 
C)  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. 
D)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
A)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. 
C)  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. 
D)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 20

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

Accepted Answer

A)  opt-out marketing 
B)  viral marketing 
C)  customerization 
D)  niche marketing 
E)  buzz marketing 
A)  opt-out marketing 
B)  viral marketing 
C)  customerization 
D)  niche marketing 
E)  buzz marketing

Exam 21: Implementing Interactive and Multi-Channel Marketing

communities refer to

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as DVDs,for which

Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________."

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

terms of website design and the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Which of the following characteristics of online shopping contributes to its convenience?

visitor to WWE.com will notice that all of the information is contained within the website-there are no links to other websites.The WWE.com website is lacking __________,a website design element that influences the customer experience.

key difference between the traditional marketplace and the new marketspace is that the latter is a(n)__________ environment.

terms of website design,connection refers to

marketspace,buzz refers to __________.

all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of _________.

communication capabilities of Internet-enabled technologies take three forms: (1)__________; (2)consumer-to-marketer buying and service requests; and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Permission marketing is also referred to as _________.

online consumer lifestyle segment called "hunter-gatherers"

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

Interactive marketing refers to

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

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

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