Question 1

Pizza Hut's cost-conscious mothers look for a good quality product and __________. Deal-seeking young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value; coupons and extra servings
B)  a hassle-free eating experience; less time and cash invested
C)  the lowest price possible; a great social experience
D)  time with their children; the best price possible
E)  friendly environment; free, fast, and easy deliveryF) B) and C)
G) B) and E)

Question 2

All of the following are motivators for showrooming except

Accepted Answer

A)  looking for online promotions or deals.
B)  evaluating product displays in retail outlets.
C)  obtaining merchandise information (features, benefits) .
D)  checking merchandise reviews and ratings.
E)  seeking lower prices.F) A) and B)
G) A) and C)

Question 3

In marketspace, buzz refers to

Accepted Answer

A)  instant messaging.
B)  twittering or tweeting.
C)  word-of-mouth behavior.
D)  firm-based viral marketing.
E)  negative online ads.F) All of the above
G) C) and E)

Question 4

__________ is when a shopper examines products online and then buys them in a store.

Accepted Answer

A)  Multichannel retailing
B)  Multichannel marketing
C)  Intertype retailer competition for customers
D)  Webrooming
E)  Intratype retailer competition for customersF) B) and E)
G) A) and B)

Question 5

In terms of website design, communication refers to

Accepted Answer

A)  the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
B)  the speed and ease with which a customer can move between pages on a website.
C)  a website's ability to tailor itself to different users or to allow users to personalize the website.
D)  the dialogue that unfolds between the website and its users.
E)  the links from a company's website to a customer's e-mail, Facebook, or Twitter account.F) D) and E)
G) B) and C)

Question 6

Cookies refers to

Accepted Answer

A)  computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website.
B)  embedded programs that flash split-second subliminal messages at regular intervals.
C)  benign links that direct customers to alternate websites that might be of interest to them.
D)  electronic unsolicited e-mail.
E)  spyware used to secretly retrieve personal information from a person's computer.F) B) and E)
G) All of the above

Question 7

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Accepted Answer

A)  convenience.
B)  customization.
C)  communication.
D)  cost.
E)  control.F) All of the above
G) A) and E)

Question 8

The six reasons consumers shop and buy online are

Accepted Answer

A)  interest, personalization, cost, control, speed, and customization.
B)  customization, customerization, price, service, entertainment, and convenience.
C)  content, context, utility, entertainment, communication, and cost.
D)  convenience, choice, customization, communication, cost, and control.
E)  control, utility, interest, personalization, choice, and flexibility.F) C) and E)
G) A) and E)

Question 9

Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkout-a feature that's based on

Accepted Answer

A)  offering the greatest selection.
B)  speeding up the delivery process.
C)  saved preferences.
D)  offering the best value for the price.
E)  creating a strong customer relationship.F) A) and E)
G) B) and C)

Question 10

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A)  Eighty percent of online sales occur on the weekends.
B)  The busiest shopping day is Saturday.
C)  Only 20 percent of consumers say they visit websites from their place of work.
D)  Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts.
E)  Most people buy online when they are depressed.F) A) and C)
G) B) and C)

Question 11

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is likely following __________ strategy.

Accepted Answer

A)  a cross-functional
B)  an interlocking marketing
C)  a multichannel marketing
D)  a dual distribution
E)  a market penetrationF) D) and E)
G) All of the above

Question 12

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

Accepted Answer

A)  19
B)  29
C)  48
D)  67
E)  90F) None of the above
G) A) and E)

Question 13

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b...

Question 14

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used

Accepted Answer

A)  opt-out marketing.
B)  customerization.
C)  viral marketing.
D)  niche marketing.
E)  buzz marketing.F) B) and E)
G) None of the above

Question 15

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

Accepted Answer

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

Question 16

A(n)  __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Accepted Answer

A)  multichannel
B)  transactional
C)  promotional
D)  intermediary
E)  direct sellingF) All of the above
G) C) and D)

Question 17

Collaborative filtering refers to

Accepted Answer

A)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
C)  the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
D)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) All of the above
G) A) and B)

Question 18

Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his __________ friends!"

Accepted Answer

A)  16
B)  60
C)  600
D)  6,000
E)  6 millionF) D) and E)
G) A) and B)

Question 19

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)  opt-in.
B)  opt-out.
C)  cookies.
D)  spam.
E)  buzz.F) A) and E)
G) A) and D)

Question 20

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. And payment can be made using one of four credit cards (Visa, MasterCard, American Express, and Discover) . This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

A)  service utility.
B)  form utility.
C)  place utility.
D)  possession utility.
E)  price utility.F) B) and D)
G) A) and C)

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

Collaborative filtering refers to

Correct Answer
verified

The six reasons consumers shop and buy online are

Correct Answer
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Pizza Hut's cost-conscious mothers look for a good quality product and . Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct Answer
verified

All of the following are motivators for showrooming except

Correct Answer
verified

Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his __________ friends!"

Correct Answer
verified

Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkout-a feature that's based on

Correct Answer
verified

Correct Answer
verified

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is likely following __________ strategy.

Correct Answer
verified

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

Correct Answer
verified

__________ is when a shopper examines products online and then buys them in a store.

Correct Answer
verified

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Correct Answer
verified

In marketspace, buzz refers to

Correct Answer
verified

Cookies refers to

Correct Answer
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A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Correct Answer
verified

Explain the four ways the marketspace creates value for consumers.

Correct Answer
verified
The marketspace creates customer value b...
View Answer

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Correct Answer
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Correct Answer
verified

In terms of website design, communication refers to

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

Collaborative filtering refers to

Correct AnswerverifiedShow Answer

The six reasons consumers shop and buy online are

Correct AnswerverifiedShow Answer

Pizza Hut's cost-conscious mothers look for a good quality product and __________. Deal-seeking young adult males seek more of the food they love with __________ in the process.

Correct AnswerverifiedShow Answer

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct AnswerverifiedShow Answer

All of the following are motivators for showrooming except

Correct AnswerverifiedShow Answer

Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his __________ friends!"

Correct AnswerverifiedShow Answer

Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkout-a feature that's based on

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is likely following __________ strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

__________ is when a shopper examines products online and then buys them in a store.

Correct AnswerverifiedShow Answer

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Correct AnswerverifiedShow Answer

In marketspace, buzz refers to

Correct AnswerverifiedShow Answer

Cookies refers to

Correct AnswerverifiedShow Answer

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Correct AnswerverifiedShow Answer

Explain the four ways the marketspace creates value for consumers.

Correct AnswerverifiedThe marketspace creates customer value b...View AnswerShow Answer

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of website design, communication refers to

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Pizza Hut's cost-conscious mothers look for a good quality product and . Deal-seeking young adult males seek more of the food they love with in the process.

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The marketspace creates customer value b...
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