Question 1

Which of the following profiles would MOST LIKELY describe an online consumer?

Accepted Answer

A) a tech-savvy high-school student living with her parents 
B) a twenty-one year old high-school graduate earning $18,000 annually living in his own apartment 
C) a twenty-eight year old chemical engineer living in the suburbs with her husband and two children 
D) a fifty-five year old factory worker living with his wife in an apartment 
E) a seventy-year old retired naval officer living in a retirement community 
A) a tech-savvy high-school student living with her parents 
B) a twenty-one year old high-school graduate earning $18,000 annually living in his own apartment 
C) a twenty-eight year old chemical engineer living in the suburbs with her husband and two children 
D) a fifty-five year old factory worker living with his wife in an apartment 
E) a seventy-year old retired naval officer living in a retirement community

Question 2

Promotional websites generate interest in and trial of a company's products and services by

Accepted Answer

A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees,investors,and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits. 
A) providing access to human service representatives to assist in making purchases. 
B) accommodating interactive communication initiated by a company's employees,investors,and suppliers. 
C) converting online browsers into online buyers. 
D) providing information on how items can be used and where they can be purchased. 
E) obtaining information on customer preferences and buying habits.

Question 3

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2014.

Accepted Answer

A) 40% 
B) 50% 
C) 60% 
D) 70% 
E) 90% 
A) 40% 
B) 50% 
C) 60% 
D) 70% 
E) 90%

Question 4

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

Accepted Answer

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

Question 5

The 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) buzz 
A) opt-in 
B) opt-out 
C) cookies 
D) spam 
E) buzz

Question 6

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Accepted Answer

A) village 
B) community 
C) district 
D) area 
E) population 
A) village 
B) community 
C) district 
D) area 
E) population

Question 7

There are six (6)general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Accepted Answer

The six (6)general product and service c

Question 8

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A) digital consumers. 
B) online consumers. 
C) cyberspace consumers. 
D) cross-channel consumers. 
E) multichannel consumers. 
A) digital consumers. 
B) online consumers. 
C) cyberspace consumers. 
D) cross-channel consumers. 
E) multichannel consumers.

Question 9

Which of the following statements regarding the Pew Internet & American Life Project (Pew)"What Kind of Tech User Are You?" survey is MOST ACCURATE?

Accepted Answer

A) Pew has identified ten unique groups,labeled with names such as Omnivores,based on their use of information and communication technology. 
B) Pew monitors websites to protect against consumer fraud. 
C) Pew independently rates websites effectiveness form commercial firms. 
D) Pew awards ten prizes,including the "Mobile Centric" award,to the most creative and productive websites each year. 
E) Pew has classified people into nine different groups of information and communication technology users,such as "Mobile Newbie." 
A) Pew has identified ten unique groups,labeled with names such as Omnivores,based on their use of information and communication technology. 
B) Pew monitors websites to protect against consumer fraud. 
C) Pew independently rates websites effectiveness form commercial firms. 
D) Pew awards ten prizes,including the "Mobile Centric" award,to the most creative and productive websites each year. 
E) Pew has classified people into nine different groups of information and communication technology users,such as "Mobile Newbie."

Question 10

The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Accepted Answer

A) wiki 
B) social media 
C) choiceboard 
D) cookie 
E) collaborative filter 
A) wiki 
B) social media 
C) choiceboard 
D) cookie 
E) collaborative filter

Question 11

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

Spam refers to

Accepted Answer

A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private,secret,and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet. 
A) communications that take the form of electronic junk mail or unsolicited e-mail. 
B) published private,secret,and/or classified e-mails from anonymous sources. 
C) computer-generated e-mails that are self-directed and self-perpetuating. 
D) a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites. 
E) any non-personal electronically generated message sent via the Internet.

Question 13

When Pizza Hut designed its marketing website,it wanted to make it easier and as user-friendly as possible.In particular,it did not require repeat customers to have to enter in their address,telephone number,and payment options every time they make an online purchase.Rather,it wanted its website to recognize each customer by name every time he or she visited the site to place an order.The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order.To accomplish this task,Pizza Hut used a __________.

Accepted Answer

A) cookie 
B) portal 
C) gopher 
D) spider 
E) bot 
A) cookie 
B) portal 
C) gopher 
D) spider 
E) bot

Question 14

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 notification,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 notification. 
E) marketer-to-consumer e-mail notification,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 notification,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 notification. 
E) marketer-to-consumer e-mail notification,consumer-to-marketer buying and service requests,and consumer-to-consumer chat rooms,instant messaging,and social networking websites.

Question 15

The 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 16

In terms of website design,communication refers to

Accepted Answer

A) the process of conveying an online presence to others that requires an organization,a website,an online consumer,and the processes of a shopping cart,online payment,and order fulfillment. 
B) the speed and ease with which a customer can move between pages on a website. 
C) website's ability to tailor itself to different users or to allow users to personalize the website. 
D) the dialogue that unfolds between the website and its users. 
E) the links from a company's website to a customer's e-mail,Facebook,or Twitter account. 
A) the process of conveying an online presence to others that requires an organization,a website,an online consumer,and the processes of a shopping cart,online payment,and order fulfillment. 
B) the speed and ease with which a customer can move between pages on a website. 
C) website's ability to tailor itself to different users or to allow users to personalize the website. 
D) the dialogue that unfolds between the website and its users. 
E) the links from a company's website to a customer's e-mail,Facebook,or Twitter account.

Question 17

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Accepted Answer

Customer experience is defined as the su

Question 18

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Accepted Answer

A) choiceboard 
B) conventional 
C) transactional 
D) promotional 
E) intermediary 
A) choiceboard 
B) conventional 
C) transactional 
D) promotional 
E) intermediary

Question 19

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A) context;content 
B) communication;context 
C) commerce;customization 
D) communication;connection 
E) content;communications 
A) context;content 
B) communication;context 
C) commerce;customization 
D) communication;connection 
E) content;communications

Question 20

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Accepted Answer

A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience 
A) connectivity 
B) customerization 
C) customization 
D) communication 
E) convenience

Exam 21: Implementing Interactive and Multichannel Marketing

Which of the following profiles would MOST LIKELY describe an online consumer?

Promotional websites generate interest in and trial of a company's products and services by

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2014.

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

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

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

There are six (6)general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Which of the following statements regarding the Pew Internet & American Life Project (Pew)"What Kind of Tech User Are You?" survey is MOST ACCURATE?

The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

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

Spam refers to

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

The typical "online mom" is

In terms of website design,communication refers to

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers 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

Pizza Hut's website and are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.