Question 1

gauge stickiness,companies use the following formula:

Accepted Answer

A)  Average Time Spent per Unique Hourly visitor (minutes) = (Average Visits per Unique Hourly Visitor) × (Average Time Spent per Visit (minutes). 
B)  Average Time Spent per Unique Daily visitor (minutes) = (Average Visits per Unique Daily Visitor) × (Average Time Spent per Visit (minutes). 
C)  Average Time Spent per Unique Weekly visitor (minutes) = (Average Visits per Unique Weekly Visitor) × (Average Time Spent per Visit (minutes). 
D)  Average Time Spent per Unique Yearly visitor (minutes) = (Average Visits per Unique Yearly Visitor) × (Average Time Spent per Visit (minutes). 
E)  Average Time Spent per Unique Monthly visitor (minutes) = (Average Visits per Unique Monthly Visitor) × (Average Time Spent per Visit (minutes).

Question 2

Pizza Hut's cost-conscious mothers look for a good quality product and _________.Deal-seeking young adult males seek more of the food they love with _________ in the process.

Accepted Answer

A)  nutritional value; coupons and extra servings 
B)  a hassle-free eating experience; less time and cash invested 
C)  the lowest price possible; a great social experience 
D)  time with their children; the best price possible 
E)  friendly environment; free, fast, and easy delivery

Question 3

is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

A)  60 
B)  600 
C)  6,000 
D)  6 million 
E)  6 billion

Question 4

term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A)  consent-in. 
B)  choose-in. 
C)  agreement-in. 
D)  opt-in. 
E)  permission-in.

Question 5

blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

Accepted Answer

A)  multichannel marketing 
B)  strategic channel alliances 
C)  dual-track reselling 
D)  dual distribution 
E)  retail segmentation

Question 6

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)__________; (4)customization; (5)communication; (6)connection; and (7)commerce.

Accepted Answer

A)  creativity 
B)  community 
C)  consistency 
D)  collaboration 
E)  control

Question 7

Multichannel marketing refers to

Accepted Answer

A)  selling the same product to the same customers under two distinct brand names. 
B)  selling the same product to the same customers at two different price points through two different distributors. 
C)  the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. 
D)  the use of bots to find the best prices and make purchases from multiple websites simultaneously. 
E)  the blending of non-electronic communication and delivery channels to counteract the power of online buying.

Question 8

growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Accepted Answer

A)  connectivity 
B)  customerization 
C)  customer digitalization 
D)  online facilitation 
E)  intermediation

Question 9

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

Accepted Answer

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

Question 10

relationship between the interactive communication capabilities of the Internet and customization is that

Accepted Answer

A)  a highly interactive and individualized information and exchange environment is created for shoppers and buyers. 
B)  it helps customers reduce their search costs and more conveniently find the offerings with the desired features. 
C)  it protects online consumer privacy about the customized products and services they desire. 
D)  it records users' visits to websites, which enhances online consumers' convenience. 
E)  it reduces costs and wasted coverage both for the buyer and seller.

Question 11

ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in an electronic dialogue with marketers for the purpose of making informed decisions are both dimensions of __________,the second reason consumers shop and buy online.

Accepted Answer

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

Question 12

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

Accepted Answer

A)  hologram 
B)  cookie 
C)  choiceboard 
D)  filtering 
E)  print screen

Question 13

view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Accepted Answer

A)  the stickiness guideline 
B)  the 80/20 principle 
C)  the eight-second rule 
D)  the law of limited patience 
E)  the expedience factor

Question 14

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45,created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Accepted Answer

A)  50 percent; women between the ages of 45 and 65 
B)  40 percent; teenagers from 13 to 17 
C)  30 percent; mature women 50 years and older 
D)  25 percent; customers from rural communities 
E)  60 percent; men

Question 15

Matthew is planning a trip to Mexico for spring break.Around midnight,he decides to log on to the computer in his dorm room to book his flight through Orbitz,an airline,car rental,and lodging electronic reservation system,.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria,such as schedule or price,is most important to him.Matthew is on a tight budget,so he checks the prices of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests seats on the connection that best meets his budget and scheduling preferences,and receives instantaneous confirmation of his reservation.After providing his credit card number,he prints out a copy of his itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matthew by contributing to which of the following utilities?

Accepted Answer

A)  time utility 
B)  place utility 
C)  possession utility 
D)  form utility 
E)  all of these

Question 16

Which of the following statements about transactional websites is NOT true?

Accepted Answer

A)  Transactional websites are most common among store and catalog retailers and direct selling companies. 
B)  Transactional websites can create channel conflict. 
C)  Transactional websites may cannibalize sales from stores, catalogs, and sales representatives. 
D)  Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes. 
E)  Transactional websites are used less frequently by manufacturers of consumer products.

Question 17

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

Accepted Answer

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

Question 18

__________ 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 percent 
B)  20 percent 
C)  30 percent 
D)  40 percent 
E)  50 percent

Question 19

Companies that successfully employ permission marketing adhere to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them; and (3)__________.

Accepted Answer

A)  their customers are assured that their name or buyer profile data will not be sold or shared with others 
B)  customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online 
C)  customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online 
D)  opt-in customers will be guaranteed the lowest possible price for an item 
E)  customers will receive information on-line before that information is available to customers at retail outlets

Question 20

Individuality and interactivity are important building blocks for buyer-seller relationships.For these relationships to occur,companies must treat customers as individuals and empower them to (1)__________________ and (2)have a say in the kind of products and services they buy,the information they receive,and in some cases,the prices they pay.

Accepted Answer

A)  demand product quality and timely service 
B)  shop confidently without fear of identity theft 
C)  shop confidently with the knowledge of warranty protection 
D)  influence the timing and extent of the buyer-seller interaction 
E)  comparison shop with the prices of competitors alongside

Exam 21: Implementing Interactive and Multi-Channel Marketing