Question 1

Permission marketing is

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 the 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 2

Two major issues that contribute to consumers' hesitancy to use online shopping are

Accepted Answer

A)  quality and price. 
B)  privacy and security. 
C)  computer knowledge and security. 
D)  price and privacy. 
E)  quality and computer knowledge.

Question 3

Some ________ percent of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Accepted Answer

A)  15 
B)  20 
C)  30 
D)  40 
E)  50

Question 4

What is the standard for measuring a meaningful marketspace company presence?

Accepted Answer

A)  the sales compared to the marketplace alternative in a multichannel marketing context 
B)  the quality of the website design 
C)  the shopping cart 
D)  the quality of the customer experience 
E)  the eight-second rule

Question 5

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of options. The design of a precise bicycle is made possible through the use of a

Accepted Answer

A)  wiki. 
B)  cookie. 
C)  bot. 
D)  choiceboard. 
E)  collaborative filter.

Question 6

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought...," you are seeing the application of

Accepted Answer

A)  choiceboards. 
B)  adaptive selling. 
C)  multichannel marketing. 
D)  personalization. 
E)  collaborative filtering.

Question 7

Websites that offer that allow moving items around to reflect a consumer's priorities or selecting topics of interest to them, such as My eBay and My Amazon, have ________ as a prominent design element.

Accepted Answer

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

Question 8

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The answer of Explain the four ways the marketspace creates...

Question 9

What two unique capabilities of digital technology promote and sustain customer relationships?

Accepted Answer

The answer of What two unique capabilities of digital technology...

Question 10

Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to: (1) influence the timing and extent of the buyer-seller interaction and (2)

Accepted Answer

A)  demand product quality and timely service at lower prices than brick-and-mortar stores. 
B)  shop confidently without fear of identity theft. 
C)  speed up the click-through process with advanced technology. 
D)  have a say in the kind of products they buy, the information they receive, and even the prices they pay. 
E)  comparison shop with the prices of competitors alongside those of the firm.

Question 11

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A)  dispense 
B)  recommend 
C)  finance 
D)  distribute 
E)  customize

Question 12

In 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.

Question 13

Showrooming refers to

Accepted Answer

A)  areas in retail stores where point-of-purchase displays are used to show goods for sale. 
B)  an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product. 
C)  competition among retail firms in different types of businesses but which sell the same product. 
D)  retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing. 
E)  the practice of examining products in a store and then buying them online for a cheaper price.

Question 14

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

The answer of Define the customer experience from an interactive...

Question 15

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes which reason consumers buy and shop online?

Accepted Answer

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

Question 16

The use of social networks for browsing and buying is called

Accepted Answer

A)  cross-channel shopping. 
B)  marketspace buying. 
C)  Facebook-driven shopping. 
D)  social commerce. 
E)  sociodigital buying.

Question 17

How do online consumers differ from the general population?

Accepted Answer

The answer of How do online consumers differ from the...

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 TrustArc 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

The most preferred device used for online shopping and buying is

Accepted Answer

A)  a smartphone. 
B)  a tablet. 
C)  a store kiosk. 
D)  a laptop or desktop computer. 
E)  The majority of people have no preference for device.

Question 20

A cross-channel consumer is

Accepted Answer

A)  an online consumer who shops online but buys offline, or shops offline but buys online. 
B)  the online consumer who purchases a product online and then returns it to a retail store for store credit. 
C)  a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer. 
D)  a consumer from one country who makes online purchases from a company in a different country. 
E)  when a consumer visits a retail store to inspect merchandise, but then purchases the merchandise.

Exam 17: Integrated Marketing Communications and Direct Marketing