Question 1

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 B)
G) A) and C)

Question 2

In terms of the online customer experience, 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 dialog 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) C) and D)
G) A) and B)

Question 3

Choice, a reason customers shop and buy online, has two dimensions. They are

Accepted Answer

A)   availability and price.
B)   speed and availability.
C)   wide product or service selection and speed.
D)   choice assistance and speed.
E)   wide product or service selection and choice assistance.F) B) and E)
G) B) and C)

Question 4

Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as

Accepted Answer

A)   customerization.
B)   viral marketing.
C)   communication.
D)   spam.
E)   buzz.F) B) and E)
G) C) and D)

Question 5

Spam refers to

Accepted Answer

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

Question 6

Pizza Hut's management team uses ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A)   a Gantt chart
B)   a market-product grid
C)   a marketing dashboard
D)   an information screen
E)   a BCG matrixF) A) and D)
G) A) and E) C

Question 7

Marketspace word-of-mouth behavior is referred to as

Accepted Answer

A)   tweets.
B)   buzz.
C)   instant messaging.
D)   blogging.
E)   likes.F) All of the above
G) A) and B)

Question 8

There are several product characteristics that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Accepted Answer

The general product characteristics that...

Question 9

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

Accepted Answer

A)   communication
B)   customization
C)   community
D)   consent
E)   commerceF) A) and B)
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) B) and D)
G) D) and E)

Question 11

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 requires

Accepted Answer

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

Question 12

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

Question 13

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using ________ to promote its services.

Accepted Answer

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

Question 14

Out-of-date items such as last year's models of computer equipment and accessories sold online are often priced using

Accepted Answer

A)   time-sensitive pricing.
B)   real-time response pricing.
C)   dynamic pricing.
D)   auction pricing.
E)   transparent pricing.F) B) and C)
G) A) and E)

Question 15

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) A) and C)
G) C) and D) D

Question 16

Essential in implementing multichannel marketing is to

Accepted Answer

A)   provide access to human service representatives to assist in making purchases, regardless of channel.
B)   encourage shoppers to research online but then buy in store.
C)   provide information on how items can be used and where they can be purchased primarily online, where most searches start.
D)   convey a consistent customer experience through consumer touchpoints and messages across channels.
E)   share information on customer preferences and buying habits with competitors.F) C) and D)
G) A) and D)

Question 17

Bots are

Accepted Answer

A)   web pages that serve as a publicly accessible personal journal for an individual or organization.
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 search websites to compare prices and product or service features.
D)   filters that reduce the number of unsolicited messages allowed into an individual's e-mail account.
E)   interactive Internet-enabled systems that allow individual customers to design their own products and services.F) None of the above
G) A) and D)

Question 18

Among popular purchases online, a common product characteristic consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This includes items such as

Accepted Answer

A)   music and videos.
B)   computers.
C)   books.
D)   unique items.
E)   gifts.F) C) and D)
G) B) and E)

Question 19

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Accepted Answer

A)   a choiceboard.
B)   collaborative filtering.
C)   connectivity.
D)   interactive marketing.
E)   personalization.F) A) and E)
G) B) and D)

Question 20

Developing a consumer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Accepted Answer

A)   cross-functional teams.
B)   social commerce.
C)   multichannel marketing.
D)   dual distribution.
E)   market penetration.F) B) and D)
G) D) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

In terms of the online customer experience, communication refers to

Correct Answer
verified

Choice, a reason customers shop and buy online, has two dimensions. They are

Correct Answer
verified

Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as

Correct Answer
verified

Spam refers to

Correct Answer
verified
A

Pizza Hut's management team uses ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct Answer
verified
C

Marketspace word-of-mouth behavior is referred to as

Correct Answer
verified

There are several product characteristics that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Correct Answer
verified
The general product characteristics that...
View Answer

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

Correct Answer
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Correct Answer
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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 requires

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

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using ________ to promote its services.

Correct Answer
verified

Out-of-date items such as last year's models of computer equipment and accessories sold online are often priced using

Correct Answer
verified

The six reasons consumers shop and buy online are

Correct Answer
verified
D

Essential in implementing multichannel marketing is to

Correct Answer
verified

Bots are

Correct Answer
verified

Among popular purchases online, a common product characteristic consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This includes items such as

Correct Answer
verified

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Correct Answer
verified

Developing a consumer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

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 AnswerverifiedShow Answer

In terms of the online customer experience, communication refers to

Correct AnswerverifiedShow Answer

Choice, a reason customers shop and buy online, has two dimensions. They are

Correct AnswerverifiedShow Answer

Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as

Correct AnswerverifiedShow Answer

Spam refers to

Correct AnswerverifiedA

Pizza Hut's management team uses ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct AnswerverifiedC

Marketspace word-of-mouth behavior is referred to as

Correct AnswerverifiedShow Answer

There are several product characteristics that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Correct AnswerverifiedThe general product characteristics that...View AnswerShow Answer

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

Correct AnswerverifiedShow Answer

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 requires

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

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using ________ to promote its services.

Correct AnswerverifiedShow Answer

Out-of-date items such as last year's models of computer equipment and accessories sold online are often priced using

Correct AnswerverifiedShow Answer

The six reasons consumers shop and buy online are

Correct AnswerverifiedD

Essential in implementing multichannel marketing is to

Correct AnswerverifiedShow Answer

Bots are

Correct AnswerverifiedShow Answer

Among popular purchases online, a common product characteristic consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This includes items such as

Correct AnswerverifiedShow Answer

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Correct AnswerverifiedShow Answer

Developing a consumer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Correct AnswerverifiedShow Answer

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The general product characteristics that...
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