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Exam 21: Implementing Interactive and Multi-Channel Marketing

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Question 121

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interactive communication capabilities of Internet-enabled technologies increase consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes __________.

A) consumer responsibility
B) closer global alliances
C) the development of web communities
D) social responsibility
E) courteous online dialogue

F) C) and D)
G) B) and C)

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Question 122

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refer to

A) Web pages that serve as publicly accessible personal journals for individuals or organizations.
B) computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website.
C) electronic shopping agents that comb websites to compare prices and product or service features.
D) filters that reduce the number of unsolicited intrusions into an individual's e-mail account.
E) interactive Internet-enabled systems that allow individual customers to design their own products and services.

F) A) and B)
G) A) and C)

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Question 123

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Stickiness Marketing Dashboard -Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes, (the second metric above) that is displayed on its marketing dashboard.For 2011 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

its research for Disney Online,C&R Research identified a mother who works outside the home,goes online eight hours per week,and values the convenience of obtaining information about products and services as the "__________" segment.

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

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

the traditional sense,a _________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

terms of website design and the online customer experience,commerce refers to

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

text,pictures,sound,and videos that are found on a website are referred to as __________.

Online consumers are called empowered consumers because

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

amount of time per month that visitors spend on a company's website is referred to as

general product and service categories dominate online consumer buying today and in the foreseeable future.One category consists of highly standardized products and services,for which

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This is an example of the sixth reason why consumers buy and shop online.

recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

the marketspace,consumers can tell marketers exactly what their requirements are,making customization of a product or service to fit their exact needs possible.This means that marketers can use electronic commerce to enhance customer value by contributing to

Customers can build their own computers with Dell's online configurator simply by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a _________.

Which of the following statements regarding the Pew Internet & American Life Project is most accurate?

interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options,is referred to as a __________.