Question 1

website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

Accepted Answer

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

Question 2

Relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________."

Accepted Answer

A)  hunter-gatherers 
B)  click-and-mortar 
C)  ebivalent newbies 
D)  time-sensitive materialists 
E)  brand loyalists 
A)  hunter-gatherers 
B)  click-and-mortar 
C)  ebivalent newbies 
D)  time-sensitive materialists 
E)  brand loyalists

Question 3

Eddie Bauer has leveraged its store,website,and catalog channels with impressive results.At Eddie Bauer,every effort is made to make the apparel shopping and purchase process for its customers the same as in its retail stores,catalog,and website.An Eddie Bauer marketing manager says,"We don't distinguish between channels because it's all Eddie Bauer to our customers." Eddie Bauer is likely following a(n)__________ strategy.

Accepted Answer

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

Question 4

Cookies provide which of the following to improve a consumer's online buying and shopping experience?

Accepted Answer

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

Question 5

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A)  marketing matrix 
B)  transfer template 
C)  marketing dashboard 
D)  information screen 
E)  corporate dashboard 
A)  marketing matrix 
B)  transfer template 
C)  marketing dashboard 
D)  information screen 
E)  corporate dashboard

Question 6

__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Accepted Answer

A)  multichannel 
B)  transactional 
C)  promotional 
D)  intermediary 
E)  direct selling 
A)  multichannel 
B)  transactional 
C)  promotional 
D)  intermediary 
E)  direct selling

Question 7

consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Accepted Answer

A)  personalization 
B)  digitalization 
C)  collaboration 
D)  intermediation 
E)  innovation 
A)  personalization 
B)  digitalization 
C)  collaboration 
D)  intermediation 
E)  innovation

Question 8

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A)  With the exception of the device used to make the exchange, the profile of an online customer is almost identical to the traditional shopper. 
B)  Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C)  The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40. 
D)  Although growing in total sales revenues, the percentage of online sales is actually beginning to decline. 
E)  Many people are "put off" by the bells and whistles incorporated into many new websites; they simply want to "point and click" and be done with it. 
A)  With the exception of the device used to make the exchange, the profile of an online customer is almost identical to the traditional shopper. 
B)  Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. 
C)  The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40. 
D)  Although growing in total sales revenues, the percentage of online sales is actually beginning to decline. 
E)  Many people are "put off" by the bells and whistles incorporated into many new websites; they simply want to "point and click" and be done with it.

Question 9

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

Accepted Answer

A)  true time 
B)  real time 
C)  click time 
D)  genuine time 
E)  bona fide time 
A)  true time 
B)  real time 
C)  click time 
D)  genuine time 
E)  bona fide time

Question 10

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This is an example of the second reason why consumers buy online,which is ___________.

Accepted Answer

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

Question 11

terms of the online customer experience,customization refers to

Accepted Answer

A)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B)  the website's ability to conduct sales transactions for products and services. 
C)  an interactive, Internet-enabled system that allows individual customers to design their own products and services. 
D)  a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
E)  the ability of a website to modify itself to, or be modified by, each individual user. 
A)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
B)  the website's ability to conduct sales transactions for products and services. 
C)  an interactive, Internet-enabled system that allows individual customers to design their own products and services. 
D)  a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. 
E)  the ability of a website to modify itself to, or be modified by, each individual user.

Question 12

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible.In particular,you do not want repeat customers to have to enter their address,e-mail,telephone number,and credit card data every time they make an online purchase.Rather,you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase.To achieve this goal,you would most likely use __________.

Accepted Answer

A)  cookies 
B)  portals 
C)  spam 
D)  spiders 
E)  bots 
A)  cookies 
B)  portals 
C)  spam 
D)  spiders 
E)  bots

Question 13

term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information.

Accepted Answer

A)  opt-in 
B)  consent-out 
C)  opt-out 
D)  permission-denied 
E)  authorization-denied 
A)  opt-in 
B)  consent-out 
C)  opt-out 
D)  permission-denied 
E)  authorization-denied

Question 14

Compared to the general population,online consumers tend to be

Accepted Answer

A)  younger, more educated, more affluent and equally male and female. 
B)  younger, more educated, conservative, and male. 
C)  younger, more educated, socially conscious, and female. 
D)  older, less educated, less affluent, and male. 
E)  older, more educated, more affluent, and female. 
A)  younger, more educated, more affluent and equally male and female. 
B)  younger, more educated, conservative, and male. 
C)  younger, more educated, socially conscious, and female. 
D)  older, less educated, less affluent, and male. 
E)  older, more educated, more affluent, and female.

Question 15

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value 
B)  a hassle-free eating experience 
C)  a great social experience 
D)  less time and cash invested 
E)  friendly environment 
A)  nutritional value 
B)  a hassle-free eating experience 
C)  a great social experience 
D)  less time and cash invested 
E)  friendly environment

Question 16

Permission marketing refers to

Accepted Answer

A)  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. 
B)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
C)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. 
A)  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. 
B)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. 
C)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. 
D)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. 
E)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Question 17

solicitation of 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)  opt-out 
C)  cookies 
D)  spam 
E)  phishing 
A)  opt-in 
B)  opt-out 
C)  cookies 
D)  spam 
E)  phishing

Question 18

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

Accepted Answer

A)  quick serve restaurant 
B)  quality service restaurant 
C)  quality, service, and responsibility 
D)  quantity service restaurant 
E)  quality service review 
A)  quick serve restaurant 
B)  quality service restaurant 
C)  quality, service, and responsibility 
D)  quantity service restaurant 
E)  quality service review

Question 19

eight-second rule refers to the view that

Accepted Answer

A)  if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C)  any online purchase should take no more than eight seconds to complete. 
D)  hunter-gatherers will not wait longer than eight seconds for a response in a chat room. 
E)  more than 50 percent of online consumers will spend less than eight seconds at a portal. 
A)  if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. 
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. 
C)  any online purchase should take no more than eight seconds to complete. 
D)  hunter-gatherers will not wait longer than eight seconds for a response in a chat room. 
E)  more than 50 percent of online consumers will spend less than eight seconds at a portal.

Question 20

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Accepted Answer

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

website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

Relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________."

Cookies provide which of the following to improve a consumer's online buying and shopping experience?

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Which of the following statements regarding online consumers is most accurate?

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This is an example of the second reason why consumers buy online,which is ___________.

terms of the online customer experience,customization refers to

term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information.

Compared to the general population,online consumers tend to be

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Permission marketing refers to

solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

eight-second rule refers to the view that

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

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

website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

Relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________."

Cookies provide which of the following to improve a consumer's online buying and shopping experience?

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

__________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Which of the following statements regarding online consumers is most accurate?

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general merchant that offers more than 100,000 products.This is an example of the second reason why consumers buy online,which is ___________.

terms of the online customer experience,customization refers to

term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information.

Compared to the general population,online consumers tend to be

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Permission marketing refers to

solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

eight-second rule refers to the view that

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

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