Question 1

Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales.

Accepted Answer

A)  two 
B)  three 
C)  five 
D)  seven 
E)  ten

Question 2

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)  wikis 
B)  choiceboards 
C)  RSS feeds 
D)  cookies 
E)  collaborative filters

Question 3

cross-channel shopper refers to

Accepted Answer

A)  the online consumer who researches products online and then purchases them at a retail store. 
B)  the online consumer who purchases a product online and then returns it at 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 the offer will be matched. 
D)  shoppers from one country who make online purchases from a company in a different country. 
E)  shoppers who purchase products under different screen names or avatars in order to protect their privacy.

Question 4

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category

Accepted Answer

A)  are highly standardized. 
B)  require audio or video demonstration. 
C)  do not require pre-purchase trial. 
D)  can be delivered inexpensively through bulk mail. 
E)  are purchased mainly on the basis of price.

Question 5

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Accepted Answer

A)  20 percent 
B)  37 percent 
C)  45 percent 
D)  51 percent 
E)  75 percent

Question 6

terms of the online customer experience,connection is defined as the

Accepted Answer

A)  the network of formal linkages between a company's website and other sites. 
B)  the text, pictures, sound, and videos that the website contains. 
C)  the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.). 
D)  the speed and ease with which a customer can move between pages on a website. 
E)  the website's ability to tailor itself to different users or to allow users to personalize the site.

Question 7

About __________ of Internet users ages 15 and older shop online in the United States.

Accepted Answer

A)  19% 
B)  29% 
C)  48% 
D)  67% 
E)  90%

Question 8

Monster.com is a leading online job-hunting website.A person looking for a new job does not have to look at every listing on the website.Instead,he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.Monster.com uses consumer-initiated __________.

Accepted Answer

A)  choiceboards 
B)  personalization 
C)  collaborative filters 
D)  individualization 
E)  permission marketing

Question 9

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

Accepted Answer

A)  1 
B)  2 
C)  3 
D)  4 
E)  5

Question 10

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Accepted Answer

A)  consumer electronics 
B)  apparel, footwear, and accessories 
C)  food and beverages 
D)  music and video 
E)  appliances and home improvement

Question 11

Research,in their research for Disney Online,identified four segments of mothers based on their Internet usage.The first three segments,which accounted for 77 percent of online moms,were composed of

Accepted Answer

A)  Yes Mom, Mrs. Net Skeptic mom, and Tech Nester mom. 
B)  Mrs. Net Skeptic mom, Tech Nester mom, and Passive Under Pressure mom. 
C)  Yes Mom, Mrs. Net Skeptic mom, and Passive Under Pressure mom. 
D)  Yes Mom, Tech Nester mom, and Passive Under Pressure mom. 
E)  Mrs. Net Skeptic mom, Passive Under Pressure, and Yes Mom.

Question 12

Which of the online consumer lifestyle segments spends the most time online?

Accepted Answer

A)  ebivalent newbies 
B)  click-and-mortar 
C)  hooked, online, and single 
D)  brand loyalists 
E)  time-sensitive materialists

Question 13

Pizza Hut designed its marketing website,it wanted to make it as easy and user-friendly as possible.In particular,it did not require repeat customers to have to enter in their addresses,telephone numbers,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

Question 14

Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)__________.

Accepted Answer

A)  extranet 
B)  intranet 
C)  marketplace 
D)  marketspace 
E)  web portal

Question 15

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

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

Question 16

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

Accepted Answer

A)  trash mail. 
B)  outlaw mail. 
C)  Web waste. 
D)  spam. 
E)  viral marketing.

Question 17

Cookies refer to

Accepted Answer

A)  computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website. 
B)  embedded programs that flash split-second subliminal messages at regular intervals. 
C)  benign threads that direct a customer to alternate websites that might be of interest to them. 
D)  embedded programs that follow a user's path from one site to another in order to determine where else a customer shops. 
E)  spyware used to retrieve personal information from a person's computer.

Question 18

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer.

Accepted Answer

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

Question 19

of the reasons for the continued success of Zappos.com is

Accepted Answer

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

Question 20

Consumers and companies populate two market environments today: one is the traditional __________ and the other is the __________.

Accepted Answer

A)  extranet; intranet 
B)  superstore; hypermarket 
C)  marketplace; marketspace 
D)  shopping mall; virtual mall 
E)  online store; virtual store

Exam 21: Implementing Interactive and Multi-Channel Marketing