Question 1

-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 filterF) A) and B)
G) B) and C)

Question 2

Viral marketing refers to

Accepted Answer

A)  an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B)  malicious malware that is used to create doppelgangers on competitors' websites.
C)  a subversive program that automatically transfers viruses from one website to another.
D)  an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs.
E)  an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.F) C) and D)
G) B) and E)

Question 3

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

Accepted Answer

A)  bot
B)  cookie
C)  choiceboard
D)  filtering
E)  print screenF) C) and D)
G) A) and C)

Question 4

There are three approaches to viral marketing. Marketers can: (1)  __________; (2)  make the website content so compelling that viewers want to share it with others; and (3)  offer incentives for referrals.

Accepted Answer

A)  embed a message in the product or service
B)  use customerization
C)  use choiceboards
D)  use niche marketing
E)  use permission marketingF) B) and E)
G) A) and D)

Question 5

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Accepted Answer

A)  blogs
B)  web communities
C)  buzz
D)  chat oases
E)  web cafésF) A) and B)
G) B) and E)

Question 6

The key difference between the traditional marketplace and the new marketspace is that the latter is a(n)  __________ exchange environment.

Accepted Answer

A)  tangible
B)  analog
C)  physical
D)  material
E)  digitalF) C) and D)
G) B) and E)

Question 7

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)  6
D)  11
E)  26F) A) and B)
G) C) and E)

Question 8

Individuality and interactivity are important capabilities that marketers derive from Internet technology, and important building blocks for buyer-seller relationships. Companies should empower customers to (1)  influence the timing and extent of the buyer-seller interaction and (2)  __________, 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)  speed up the click-through process
D)  have a say in the kind of products and services they buy
E)  comparison shop with the prices of competitors alongside those of the firmF) A) and B)
G) B) and D)

Question 9

A recent Disney Online M.O.M. (Mom on a Mission)  study found that today's mother __________.

Accepted Answer

A)  uses the Internet makes her life more manageable so she can spend more time with her family
B)  is primarily a surfer of the Internet, going online without a specific task or goal in mind
C)  spends an average of almost 20 hours online per week
D)  spends most of her time online between the hours of 6:00 p.m. and 11:00 p.m.
E)  does not use the Internet to search for information about her child's/children's healthF) A) and C)
G) C) and D)

Question 10

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n)  __________ website.

Accepted Answer

A)  intermediary
B)  promotional
C)  multichannel
D)  direct sales
E)  transactionalF) A) and E)
G) A) and C)

Question 11

The home page for TheKnot.com, a website for locating everything needed for a wedding. The site 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) A) and D)
G) A) and C)

Question 12

Which of the following characteristics of online shopping contributes most to its convenience?

Accepted Answer

A)  Customers do not have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines.
B)  Consumers can avail themselves of numerous websites for almost any product or service they want.
C)  Consumers who prefer one-of-a-kind items that fit their specific needs can create them online.
D)  Consumers can engage in an electronic dialogue with marketers.
E)  Consumers are in charge in the marketspaceF) All of the above
G) B) and E)

Question 13

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

Accepted Answer

A)  context
B)  customization
C)  content
D)  communication
E)  connectionF) A) and D)
G) A) and E)

Question 14

Interactive marketing is characterized by

Accepted Answer

A)  niche marketspaces.
B)  sophisticated choiceboards.
C)  the digital divide, which separates online consumers from traditional marketplace consumers.
D)  a marketing mix strategy that de-emphasizes the promotion element.
E)  human-to-human mediated online "chat room" communication prior to the purchaseF) None of the above
G) All of the above

Question 15

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

Accepted Answer

A)  content; commerce
B)  commerce; customization
C)  context; content
D)  communication; community
E)  context; connectionF) A) and E)
G) C) and D)

Question 16

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.F) D) and E)
G) A) and B)

Question 17

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

Accepted Answer

The marketspace allows marketers to enha...

Question 18

About __________ of U.S. online shoppers engage in showrooming.

Accepted Answer

A)  10%
B)  25%
C)  33%
D)  40%
E)  50%F) None of the above
G) C) and D)

Question 19

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

Accepted Answer

A)  prepurchase trial is critical.
B)  digital delivery is the single most important factor.
C)  audio or video demonstration is important.
D)  price and delivery time are not key factors.
E)  price and speed of delivery are the determinant sales factors.F) B) and C)
G) A) and B)

Question 20

Pizza Hut revolutionized the quick serve restaurant (QSR)  world through a(n)  __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A)  interface
B)  cross-channel shopper
C)  behavioral targeting
D)  symbiotic
E)  multichannelF) All of the above
G) B) and E)

Exam 18: Implementing Interactive and Multichannel Marketing

Which of the following characteristics of online shopping contributes most to its convenience?

Correct Answer
verified

The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ exchange environment.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct Answer
verified

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Correct Answer
verified

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Correct Answer
verified

Viral marketing refers to

Correct Answer
verified

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

Correct Answer
verified

There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Correct Answer
verified

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Correct Answer
verified

Interactive marketing is characterized by

Correct Answer
verified

About __________ of U.S. online shoppers engage in showrooming.

Correct Answer
verified

Correct Answer
verified

-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.

Correct Answer
verified

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

Correct Answer
verified
The marketspace allows marketers to enha...
View Answer

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

Correct Answer
verified

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

Which of the following characteristics of online shopping contributes most to its convenience?

Correct AnswerverifiedShow Answer

The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ exchange environment.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct AnswerverifiedShow Answer

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Correct AnswerverifiedShow Answer

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Correct AnswerverifiedShow Answer

Viral marketing refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

Correct AnswerverifiedShow Answer

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Correct AnswerverifiedShow Answer

Interactive marketing is characterized by

Correct AnswerverifiedShow Answer

About __________ of U.S. online shoppers engage in showrooming.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

-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.

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

Correct AnswerverifiedThe marketspace allows marketers to enha...View AnswerShow Answer

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes items such as computer software, music, and video for which

Correct AnswerverifiedShow Answer

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Most websites do not include every design element. Although every website has __ and _, they differ in the use of the remaining five elements.

Correct Answer
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The marketspace allows marketers to enha...
View Answer

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