Question 1

When manufacturers market their product lines using transactional websites, they often

Accepted Answer

A)  cooperate with retailers.
B)  run the risk of breaking anticompetitive laws, such as the Clayton Act.
C)  keep their websites as simple as possible.
D)  change their pricing strategy from a skimming to a penetration pricing strategy.
E)  employ the services of Internet warehouses so they do not have to maintain title to the goods.F) B) and D)
G) C) and D)

Question 2

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

Accepted Answer

A)  customization
B)  control
C)  consistency
D)  collaboration
E)  creativityF) B) and E)
G) All of the above A

Question 3

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Accepted Answer

A)  Anti-SPAM
B)  E-Mail Privacy
C)  Digital Marketing
D)  Consumer E-Mail Solicitation
E)  CAN-SPAMF) D) and E)
G) A) and D)

Question 4

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Accepted Answer

A)  bots.
B)  cookies.
C)  spiders.
D)  spam.
E)  interstitials.F) A) and C)
G) B) and D) B

Question 5

Which of the following statements about promotional websites is not true?

Accepted Answer

A)  Promotional websites can be used to support a company's traditional marketing channel.
B)  Promotional websites provide information on how items can be used and where they can be purchased.
C)  Promotional websites are effective in generating interest in and trial of a company's products.
D)  Promotional websites can cannibalize sales.
E)  Promotional websites advertise and promote a company's products and services.F) A) and D)
G) A) and C)

Question 6

Individuality and interactivity are important capabilities that marketers derive from Internet technology. Both capabilities 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)  __________, 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 C)
G) A) and E)

Question 7

Customization refers to

Accepted Answer

A)  the specialization in one very small but highly sought out specialty item.
B)  Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)  the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)  items that are unique in every dimension to minimize feature bloat.
E)  novelty items used as sales promotions such as cups, hats, etc., that will be imprinted with a company logo and use the company colors and slogans if applicable.F) D) and E)
G) B) and E)

Question 8

Since promotions are an important expectation in pizza purchasing, Pizza Hut's __________ and __________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Accepted Answer

A)  context; content
B)  communication; context
C)  commerce; customization
D)  communication; connection
E)  content; communityF) None of the above
G) A) and C)

Question 9

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun...

Question 10

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

Accepted Answer

A)  trash mail.
B)  phishing.
C)  virus marketing.
D)  spam.
E)  viral marketing.F) D) and E)
G) C) and D)

Question 11

List the six reasons consumers shop and buy online.

Accepted Answer

The six reasons consumers shop...

Question 12

The growing practice of customizing not only a product 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.F) B) and D)
G) D) and E)

Question 13

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

Accepted Answer

A)  creativity
B)  commerce
C)  control
D)  consistency
E)  collaborationF) B) and D)
G) A) and C)

Question 14

Pizza Hut's most frequent customers divide into two categories: (1)  __________ and (2)  young adult males with active lifestyles.

Accepted Answer

A)  people returning home from work
B)  families, primarily time-starved mothers
C)  college students living on campus
D)  men who watch sports on weekends
E)  high school students on datesF) All of the above
G) A) and C)

Question 15

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Accepted Answer

A)  customization.
B)  content.
C)  context.
D)  connection.
E)  conductivity.F) All of the above
G) C) and D)

Question 16

When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed that she wanted to buy the two stuffed animals, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element.

Accepted Answer

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

Question 17

What is the marketspace?

Accepted Answer

The marketspace is an Internet...

Question 18

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 is referred to as

Accepted Answer

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

Question 19

To gauge stickiness, a company monitors

Accepted Answer

A)  the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
B)  the average time it takes for customers to move from one page of a website to another.
C)  the amount of time per month, in minutes, visitors spend on a company's website.
D)  the number of visits by a unique customer to the same website before an actual purchase is made.
E)  the total time, in hours and minutes, that it takes for a customer to make an online purchase.F) A) and E)
G) D) and E)

Question 20

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Accepted Answer

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

Exam 21: Implementing Interactive and Multichannel Marketing

When manufacturers market their product lines using transactional websites, they often

Correct Answer
verified

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

Correct Answer
verified
A

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Correct Answer
verified

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Correct Answer
verified
B

Which of the following statements about promotional websites is not true?

Correct Answer
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Correct Answer
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Customization refers to

Correct Answer
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Since promotions are an important expectation in pizza purchasing, Pizza Hut's and website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct Answer
verified

Define spam and viral marketing.

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

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

Correct Answer
verified

List the six reasons consumers shop and buy online.

Correct Answer
verified
The six reasons consumers shop...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Correct Answer
verified

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Correct Answer
verified

Correct Answer
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D

What is the marketspace?

Correct Answer
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The marketspace is an Internet...
View Answer

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 is referred to as

Correct Answer
verified

To gauge stickiness, a company monitors

Correct Answer
verified

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

When manufacturers market their product lines using transactional websites, they often

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Correct AnswerverifiedShow Answer

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Correct AnswerverifiedB

Which of the following statements about promotional websites is not true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Customization refers to

Correct AnswerverifiedShow Answer

Since promotions are an important expectation in pizza purchasing, Pizza Hut's __________ and __________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct AnswerverifiedShow Answer

Define spam and viral marketing.

Correct AnswerverifiedSpam can take the form of electronic jun...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

List the six reasons consumers shop and buy online.

Correct AnswerverifiedThe six reasons consumers shop...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Correct AnswerverifiedShow Answer

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedD

What is the marketspace?

Correct AnswerverifiedThe marketspace is an Internet...View AnswerShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

To gauge stickiness, a company monitors

Correct AnswerverifiedShow Answer

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Correct AnswerverifiedShow Answer

Correct Answer
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A

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B

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Correct Answer
verified

Since promotions are an important expectation in pizza purchasing, Pizza Hut's and website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct Answer
verified

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

Correct Answer
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Correct Answer
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The six reasons consumers shop...
View Answer

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Correct Answer
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Correct Answer
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D

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The marketspace is an Internet...
View Answer

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