Question 1

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

Accepted Answer

A)  an extranet.
B)  an intranet.
C)  a marketplace.
D)  a marketspace.
E)  a web portal.F) A) and E)
G) All of the above

Question 2

The Reebok Design Your Own website 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)  choice board
D)  cookie
E)  collaborative filterF) A) and E)
G) C) and E)

Question 3

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.

Accepted Answer

A)  conventional
B)  transactional
C)  promotional
D)  transformational
E)  customer conversionF) None of the above
G) C) and D)

Question 4

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Accepted Answer

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

Question 5

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Accepted Answer

A)  spending more time shopping outside the home.
B)  more cautious than other shoppers.
C)  more informed and discerning shoppers.
D)  less informed shoppers.
E)  have more ability to save online data.F) C) and D)
G) A) and E)

Question 6

Cross-channel consumers who shop online but buy offline are engaging in

Accepted Answer

A)  multichannel buying.
B)  webrooming.
C)  inter-retailer shopping.
D)  alternate shopping.
E)  intratype retailer competition for customers.F) A) and B)
G) B) and C)

Question 7

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

Accepted Answer

A)  Twenty percent of online sales occur Monday through Friday.
B)  The busiest online shopping day is Wednesday.
C)  Favorite websites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories.
D)  Some 20 percent of consumers say they visit websites from work.
E)  Most people buy online when they are depressed.F) D) and E)
G) B) and E)

Question 8

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Accepted Answer

A)  choice board
B)  conventional
C)  transactional
D)  promotional
E)  intermediaryF) None of the above
G) B) and E)

Question 9

Spam refers to

Accepted Answer

A)  communications that take the form of electronic junk mail or unsolicited e-mail.
B)  published private, secret, and/or classified e-mails from anonymous sources.
C)  computer-generated e-mails that are self-directed and self-perpetuating.
D)  a marketer-generated "cookie" whose sole purpose is to block a consumer from accessing competitors' websites.
E)  any nonpersonal electronically generated message sent via the Internet.F) A) and E)
G) A) and D)

Question 10

Cross-channel consumers who shop offline but buy online engage in ____________, which is the practice of examining products in a store and then buying them online for a cheaper price.

Accepted Answer

A)  multichannel retailing
B)  multichannel searching
C)  intertype retailing
D)  showrooming
E)  intratype retailingF) D) and E)
G) C) and E)

Question 11

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con...

Question 12

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as

Accepted Answer

A)  buzz marketing.
B)  customerization.
C)  viral marketing.
D)  "liking."
E)  permission marketing.F) D) and E)
G) A) and B)

Question 13

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)  wikis
B)  choice boards
C)  social media
D)  cookies
E)  collaborative filtersF) A) and C)
G) C) and D)

Question 14

Some marketers offer incentives such as discounts, sweepstakes, or free merchandise. For example, Burger King in its Whopper Sacrifice campaign asked, "What do you love more, your friend or the Whopper?" Facebook users were asked to "unfriend" 10 people from their Facebook friends list in exchange for a free burger. Burger King is using __________ to promote its diamonds.

Accepted Answer

A)  opt-out marketing
B)  customerization
C)  niche marketing
D)  buzz marketing
E)  viral marketingF) A) and E)
G) B) and D)

Question 15

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Accepted Answer

Customer experience is defined as the su...

Question 16

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the __________ website design element.

Accepted Answer

A)  convenience
B)  control
C)  connection
D)  community
E)  communicationF) None of the above
G) A) and E)

Question 17

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

Accepted Answer

A)  context and content
B)  communication and context
C)  commerce and customization
D)  communication and connection
E)  content and communicationsF) C) and D)
G) B) and D)

Question 18

According to the eight-second rule,

Accepted Answer

A)  it only takes eight seconds for someone to learn how to navigate a marketer's website.
B)  any online purchase should take no more than eight seconds to complete.
C)  prospective customers will not wait longer than eight seconds for a response in a chat room.
D)  50 percent of online consumers will spend less than eight seconds "surfing" a website.
E)  customers will abandon a website if download time exceeds eight seconds.F) A) and E)
G) A) and D)

Question 19

Bots contribute to the convenience of online shopping because they

Accepted Answer

A)  reduce time spent online.
B)  allow customers to make online comparisons of prices and product features.
C)  permit customers to design one-of-a-kind items that fit their specific needs.
D)  allow customers to engage in an electronic dialogue with marketers.
E)  offer customers almost any product or service they want.F) C) and E)
G) D) and E)

Question 20

A company that successfully employs permission marketing adheres to three rules: (1)  opt-in customers receive only information that is relevant or meaningful to them; (2)  __________; and (3)  their customers are assured that their name or buyer profile data will not be sold or shared with others.

Accepted Answer

A)  customers will receive a "30-day money back guarantee if not 100 percent satisfied" for any product purchased online
B)  customers will be protected from identity theft for any product purchased from its website
C)  opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors
D)  customers are given the option of opting out, or changing the kind, amount, or timing of information set to them
E)  the firm will never buy marketing lists from other companies that may contain their personal informationF) A) and E)
G) A) and D)

Exam 21: Implementing Interactive and Multichannel Marketing

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Correct Answer
verified

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct Answer
verified

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

Correct Answer
verified

Correct Answer
verified

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Correct Answer
verified
Customer experience is defined as the su...
View Answer

Correct Answer
verified
The Harley-Davidson website provides con...
View Answer

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the __________ website design element.

Correct Answer
verified

Cross-channel consumers who shop offline but buy online engage in ____________, which is the practice of examining products in a store and then buying them online for a cheaper price.

Correct Answer
verified

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct Answer
verified

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

Correct Answer
verified

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as

Correct Answer
verified

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.

Correct Answer
verified

Spam refers to

Correct Answer
verified

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

Correct Answer
verified

Bots contribute to the convenience of online shopping because they

Correct Answer
verified

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

Correct Answer
verified

According to the eight-second rule,

Correct Answer
verified

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Correct Answer
verified

Cross-channel consumers who shop online but buy offline are engaging in

Correct Answer
verified

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Correct AnswerverifiedShow Answer

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct AnswerverifiedShow Answer

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Correct AnswerverifiedCustomer experience is defined as the su...View AnswerShow Answer

Correct AnswerverifiedThe Harley-Davidson website provides con...View AnswerShow Answer

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the __________ website design element.

Correct AnswerverifiedShow Answer

Cross-channel consumers who shop offline but buy online engage in ____________, which is the practice of examining products in a store and then buying them online for a cheaper price.

Correct AnswerverifiedShow Answer

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as

Correct AnswerverifiedShow Answer

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.

Correct AnswerverifiedShow Answer

Spam refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Bots contribute to the convenience of online shopping because they

Correct AnswerverifiedShow Answer

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

Correct AnswerverifiedShow Answer

According to the eight-second rule,

Correct AnswerverifiedShow Answer

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Correct AnswerverifiedShow Answer

Cross-channel consumers who shop online but buy offline are engaging in

Correct AnswerverifiedShow Answer

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Customer experience is defined as the su...
View Answer

Correct Answer
verified
The Harley-Davidson website provides con...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified