Question 1

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as

Accepted Answer

A)  music and videos.
B)  computers.
C)  books.
D)  unique items.
E)  gifts.F) C) and E)
G) A) and E)

Question 2

Compared to the general population, online consumers tend to be

Accepted Answer

A)  younger, more educated, more affluent, and equally male and female.
B)  younger, more educated, conservative, and male.
C)  younger, more educated, socially conscious, and female.
D)  older, less educated, less affluent, and male.
E)  older, more educated, more affluent, and female.F) C) and E)
G) C) and D)

Question 3

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Accepted Answer

A)  reputation for customized detailing of the finest motorcycles in competitive racing.
B)  commitment to incorporating individual customer input for every single bike.
C)  unique antitheft electronic GPS tracer built into every frame.
D)  creativity promise, guaranteeing that the color (paint job)  is completely unique for each touring bike it makes.
E)  "one product-one market" segmentation strategy, in which all bikes are exactly alike.F) D) and E)
G) B) and E)

Question 4

The solicitation of a consumer's consent (called "opt-in")  to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A)  collaborative marketing.
B)  personalization.
C)  viral marketing.
D)  buzz marketing.
E)  permission marketing.F) B) and D)
G) A) and B)

Question 5

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.F) C) and D)
G) A) and D)

Question 6

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 utilityF) C) and D)
G) All of the above

Question 7

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)  when shoppers visit a retail store to inspect merchandise, but then purchase that merchandise online, either from the store or one of its competitors.F) A) and B)
G) A) and C)

Question 8

A cosmetics company has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows the company to send them product updates via e-mail. When it introduced its Anti-Aging Formula, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. The company used __________ to introduce its new product.

Accepted Answer

A)  opt-out marketing
B)  personalization
C)  viral marketing
D)  buzz marketing
E)  permission marketingF) All of the above
G) None of the above

Question 9

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value
B)  a hassle-free eating experience
C)  a great social experience
D)  less time and cash invested
E)  friendly environmentF) B) and D)
G) B) and C)

Question 10

Describe two potential problems associated with transactional websites.

Accepted Answer

Retailers and direct selling firms have ...

Question 11

The eight-second rule refers to the view that

Accepted Answer

A)  if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site.
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
C)  any online purchase should take no more than eight seconds to complete.
D)  prospective customers will not wait longer than eight seconds for a response in a chat room.
E)  50 percent of online consumers will spend less than eight seconds "surfing" a website.F) A) and E)
G) C) and D)

Question 12

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions, are both elements referred to as

Accepted Answer

A)  choice.
B)  communication.
C)  customization.
D)  control.
E)  compatibility.F) B) and C)
G) B) and D)

Question 13

In terms of website design, connection refers to

Accepted Answer

A)  the text, video, audio, and graphics that the website contains.
B)  the website's capabilities to enable commercial transactions.
C)  the network of linkages between a company's website and other sites.
D)  the layout of the website.
E)  the website's ability to tailor itself to different users or to allow users to personalize the website.F) A) and B)
G) B) and C)

Question 14

TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, and several other links. TheKnot.com is a good example of a website that incorporates the __________ design element.

Accepted Answer

A)  convenience
B)  connection
C)  control
D)  community
E)  communicationF) B) and C)
G) A) and E)

Question 15

Hyundai Motor America reports that 80 percent of the people visiting a Hyundai store first visited the brand's website (www.hyundaiusa.com)  and 70 percent of Hyundai leads come from its website. Hyundai uses this strategy because promotional sites are

Accepted Answer

A)  by far the cheapest means for Hyundai to reach potential customers.
B)  much better than transactional sites at generating sales at Hyundai.
C)  also transactional sites for Hyundai.
D)  effective in generating interest in and trial of Hyundai's products.
E)  suitable intermediary channels for Hyundai.F) A) and E)
G) A) and D)

Question 16

Most websites do not include every design element. Although every website has _________, they differ in the use of the remaining five elements.

Accepted Answer

A)  content and commerce
B)  commerce and customization
C)  context and content
D)  communication and community
E)  context and connectionF) All of the above
G) None of the above

Question 17

Buzz is particularly influential for which of the following items?

Accepted Answer

A)  toys, pharmaceuticals, motion pictures, and consumer electronics
B)  parenting, gardening, retirement funds, and health insurance
C)  funeral services, cruises, foreign travel, and higher education
D)  day care, silver-plating, restaurants, and road paving
E)  tennis lessons, veterinarians, dance studios, and pressure washingF) C) and D)
G) A) and B)

Question 18

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. 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. If the individual has to stop looking before seeing all the relevant jobs, Monster.com will remember where he or she left off. Monster.com uses the consumer-initiated practice of

Accepted Answer

A)  choice board.
B)  collaborative filter.
C)  individualization.
D)  personalization.
E)  permission marketing.F) C) and E)
G) All of the above

Question 19

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________-the amount of time per month that visitors spend on their websites.

Accepted Answer

A)  stickiness
B)  glueyness
C)  gumminess
D)  adhesiveness
E)  connectivenessF) B) and E)
G) A) and E)

Question 20

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.F) A) and B)
G) None of the above

Exam 21: Implementing Interactive and Multichannel Marketing

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct Answer
verified

In terms of website design, connection refers to

Correct Answer
verified

Correct Answer
verified

Buzz is particularly influential for which of the following items?

Correct Answer
verified

Showrooming refers to

Correct Answer
verified

Describe two potential problems associated with transactional websites.

Correct Answer
verified
Retailers and direct selling firms have ...
View Answer

The eight-second rule refers to the view that

Correct Answer
verified

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________-the amount of time per month that visitors spend on their websites.

Correct Answer
verified

Compared to the general population, online consumers tend to be

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions, are both elements referred to as

Correct Answer
verified

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

Correct Answer
verified

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Correct Answer
verified

Most websites do not include every design element. Although every website has _________, they differ in the use of the remaining five elements.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Hyundai Motor America reports that 80 percent of the people visiting a Hyundai store first visited the brand's website (www.hyundaiusa.com) and 70 percent of Hyundai leads come from its website. Hyundai uses this strategy because promotional sites are

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct AnswerverifiedShow Answer

In terms of website design, connection refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Buzz is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

Showrooming refers to

Correct AnswerverifiedShow Answer

Describe two potential problems associated with transactional websites.

Correct AnswerverifiedRetailers and direct selling firms have ...View AnswerShow Answer

The eight-second rule refers to the view that

Correct AnswerverifiedShow Answer

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________-the amount of time per month that visitors spend on their websites.

Correct AnswerverifiedShow Answer

Compared to the general population, online consumers tend to be

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions, are both elements referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Correct AnswerverifiedShow Answer

Most websites do not include every design element. Although every website has _________, they differ in the use of the remaining five elements.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Hyundai Motor America reports that 80 percent of the people visiting a Hyundai store first visited the brand's website (www.hyundaiusa.com) and 70 percent of Hyundai leads come from its website. Hyundai uses this strategy because promotional sites are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Correct AnswerverifiedShow Answer

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Retailers and direct selling firms have ...
View Answer

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