Question 1

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) B) and E)
G) A) and C)

Question 2

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Accepted Answer

Cookies are computer files that a market...

Question 3

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Accepted Answer

A)  transactional
B)  financial
C)  service-oriented
D)  informational
E)  cross-functionalF) All of the above
G) B) and E)

Question 4

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value
B)  a hassle-free eating experience
C)  a great social experience
D)  less time and cash invested
E)  friendly environmentF) A) and B)
G) B) and E)

Question 5

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) All of the above

Question 6

What is the standard for measuring a meaningful marketspace company presence?

Accepted Answer

A)  the sales compared to the marketplace alternative in a multichannel marketing context
B)  the quality of the website design
C)  the shopping cart
D)  the quality of the customer experience
E)  the eight second ruleF) B) and E)
G) A) and E)

Question 7

Six (6) general product and service categories dominate online consumer buying.One category includes items such as computer software,travel and lodging reservations and confirmations,financial brokerage services,and electronic ticketing when

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) A) and E)
G) A) and D)

Question 8

The most common cross-channel shopping and buying path is to browse one or more websites and then

Accepted Answer

A)  negotiate among competitors for the lowest price.
B)  find the item on an auction site such as eBay.
C)  contact the manufacturer directly.
D)  click on the shopping cart icon to purchase the product or service.
E)  purchase the item at a retail store.F) A) and B)
G) All of the above

Question 9

In terms of the online customer experience,context refers to

Accepted Answer

A)  the ability of a website to modify itself to,or be modified by,each individual user.
B)  a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design.
C)  the website's ability to conduct sales transactions for products and services.
D)  a patented feature that allows users to order products with a single mouse click.
E)  the dialogue that occurs between the website and its users.F) All of the above
G) B) and C)

Question 10

Nike is a recognized innovator in the use of __________ for creating interactivity,individuality,and customer relationships.Its NikeiD product configurator invites customers to create one-of-a-kind shoes,messenger bags,and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Accepted Answer

A)  wikis
B)  cookies
C)  bot
D)  collaborative filtering
E)  choiceboardsF) All of the above
G) A) and B)

Question 11

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-over
C)  dual-track
D)  symbiotic
E)  multichannelF) A) and B)
G) A) and E)

Question 12

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

Question 13

-The Reebok 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) All of the above

Question 14

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 adsF) All of the above
G) A) and C)

Question 15

image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages. A) wiki B) social media C) cookie D) collaborative filter E) choiceboard" class="answers-bank-image d-inline" rel="preload" >
-The M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Accepted Answer

A)  wiki
B)  social media
C)  cookie
D)  collaborative filter
E)  choiceboardF) B) and E)
G) B) and D)

Question 16

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose 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 __________.

Accepted Answer

A)  permission-based e-mail
B)  cookie
C)  bot
D)  choiceboard
E)  collaborative filterF) B) and E)
G) C) and D)

Question 17

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

Accepted Answer

A)  an information system where anyone can post content depending upon his or her level of self-disclosure.
B)  websites that allow people to congregate in online chat rooms to exchange views on topics of common interest.
C)  a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals.
D)  user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships.
E)  a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.F) C) and E)
G) None of the above

Question 18

A __________ 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) B) and C)
G) A) and C)

Question 19

Web communities refer to

Accepted Answer

A)  cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
B)  customers linked by a common Internet service provider.
C)  virtual reality games that allow players to create their own worlds,countries,towns,etc.
D)  websites that allow people to congregate online and exchange views on topics of common interest.
E)  all customers served by a particular firm who are sent regular e-mail sales notifications and coupons from the manufacturer.F) A) and C)
G) D) and E)

Question 20

In 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.

Accepted Answer

A)  marketspace
B)  multichannel online mall
C)  cyberstore
D)  virtual store
E)  marketplaceF) A) and B)
G) None of the above

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

A __________ 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

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Correct Answer
verified

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Correct Answer
verified

In marketspace,buzz refers to __________.

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

-The M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Correct Answer
verified

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

Correct Answer
verified

Collaborative filtering refers to

Correct Answer
verified

In 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.

Correct Answer
verified

Correct Answer
verified

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Correct Answer
verified
Cookies are computer files that a market...
View Answer

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose 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 __________.

Correct Answer
verified

In terms of the online customer experience,context refers to

Correct Answer
verified

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct Answer
verified

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

Correct Answer
verified

What is the standard for measuring a meaningful marketspace company presence?

Correct Answer
verified

Six (6) general product and service categories dominate online consumer buying.One category includes items such as computer software,travel and lodging reservations and confirmations,financial brokerage services,and electronic ticketing when

Correct Answer
verified

-The Reebok 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

Web communities refer to

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

A __________ 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

Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.

Correct AnswerverifiedShow Answer

Pizza Hut's young adult males seek more of the food they love with __________ in the process.

Correct AnswerverifiedShow Answer

In marketspace,buzz refers to __________.

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

-The M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Collaborative filtering refers to

Correct AnswerverifiedShow Answer

In 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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

Correct AnswerverifiedCookies are computer files that a market...View AnswerShow Answer

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose 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 __________.

Correct AnswerverifiedShow Answer

In terms of the online customer experience,context refers to

Correct AnswerverifiedShow Answer

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the standard for measuring a meaningful marketspace company presence?

Correct AnswerverifiedShow Answer

Six (6) general product and service categories dominate online consumer buying.One category includes items such as computer software,travel and lodging reservations and confirmations,financial brokerage services,and electronic ticketing when

Correct AnswerverifiedShow Answer

-The Reebok 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

Web communities refer to

Correct AnswerverifiedShow Answer

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Cookies are computer files that a market...
View Answer

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