Question 1

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Accepted Answer

A) trash mail. 
B) phishing. 
C) virus marketing. 
D) spam. 
E) viral marketing. 
A) trash mail. 
B) phishing. 
C) virus marketing. 
D) spam. 
E) viral marketing.

Question 2

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 3

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

Accepted Answer

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

Question 4

The 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) online colonies 
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) online colonies 
E) web-to-web customer exchanges

Question 5

Which of the following transactions occurred in the marketspace?

Accepted Answer

A) Connie sold Discovery Toys creative puzzles at an in-home demonstration. 
B) Joan bought a brand new pair of Dansko 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 person when his mobile 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) Connie sold Discovery Toys creative puzzles at an in-home demonstration. 
B) Joan bought a brand new pair of Dansko 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 person when his mobile 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 6

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Accepted Answer

A) viral marketing. 
B) buzz. 
C) data mining. 
D) behavioral targeting. 
E) spyware. 
A) viral marketing. 
B) buzz. 
C) data mining. 
D) behavioral targeting. 
E) spyware.

Question 7

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 8

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

Accepted Answer

A) a manner of minutes 
B) real time 
C) click time 
D) virtual time 
E) bona fide time 
A) a manner of minutes 
B) real time 
C) click time 
D) virtual time 
E) bona fide time

Question 9

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Accepted Answer

A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture 
A) content 
B) functionally 
C) aesthetically 
D) text 
E) picture

Question 10

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and 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

Office Depot has leveraged its store,website,and catalog channels with impressive results.The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot.Office Depot is likely following a(n)__________ strategy.

Accepted Answer

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

Question 12

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

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

Question 13

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Accepted Answer

A) a web community 
B) spam 
C) a shopping bot 
D) a blog 
E) a web café 
A) a web community 
B) spam 
C) a shopping bot 
D) a blog 
E) a web café

Question 14

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

Accepted Answer

A) Twenty percent of online sales occur Monday through Friday. 
B) The busiest online shopping day is Wednesday. 
C) Favorite websites for workday shopping and buying include those featuring health and beauty items,and apparel and accessories. 
D) Some 20 percent of consumers say they visit websites from work. 
E) Most people buy online when they are depressed. 
A) Twenty percent of online sales occur Monday through Friday. 
B) The busiest online shopping day is Wednesday. 
C) Favorite websites for workday shopping and buying include those featuring health and beauty items,and apparel and accessories. 
D) Some 20 percent of consumers say they visit websites from work. 
E) Most people buy online when they are depressed.

Question 15

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b

Question 16

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

Accepted Answer

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

Question 17

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

Accepted Answer

A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering 
A) speed up the delivery process 
B) offer the greatest selection 
C) offer the best value for the price 
D) create strong customer relationship 
E) simplify ordering

Question 18

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy. 
A) eliminating the use of cookies on marketing websites. 
B) prohibiting the collection of online consumers' personal and financial information. 
C) awarding the TRUSTe trademark to companies that comply with privacy standards. 
D) lobbying against the adoption of federal Internet privacy laws. 
E) relying on the U.S.government to protect online consumer privacy.

Question 19

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Accepted Answer

Cookies are computer files that a market

Question 20

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Accepted Answer

A) chat assistance. 
B) blog assistance. 
C) tweet assistance. 
D) choice assistance. 
E) bot assistance. 
A) chat assistance. 
B) blog assistance. 
C) tweet assistance. 
D) choice assistance. 
E) bot assistance.

Exam 21: Implementing Interactive and Multichannel Marketing

Communications that take the form of electronic junk mail or unsolicited e-mail 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.

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

The 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.

Which of the following transactions occurred in the marketspace?

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

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

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

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

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

Explain the four ways the marketspace creates value for consumers.

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

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices 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 in 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 to Connect With Consumers

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters