Question 1

In terms of design elements for websites, ________ relevance and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five other design elements.

Accepted Answer

A)   content
B)   customization
C)   creativity
D)   communication
E)   connectionF) A) and E)
G) A) and C)

Question 2

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Accepted Answer

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

Question 3

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A)   web consumers.
B)   online consumers.
C)   cyberspace consumers.
D)   cross-channel consumers.
E)   multichannel consumers.F) A) and E)
G) None of the above

Question 4

Personalization in the digital marketspace is

Accepted Answer

A)   the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B)   a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D)   the interactive, digital 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.
E)   an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) B) and C)
G) A) and E)

Question 5

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

Accepted Answer

A)   screen time.
B)   stickiness.
C)   staying power.
D)   browsing time.
E)   connectiveness.F) A) and B)
G) A) and C)

Question 6

The text, video, audio, and graphics that are found on a website are referred to as

Accepted Answer

A)   content.
B)   context.
C)   creativity.
D)   communication.
E)   connection.F) A) and E)
G) A) and B)

Question 7

Among popular purchases online, one kind of product consists of items like computers, consumer electronics, and books for which

Accepted Answer

A)   digital delivery is an important factor as well as post-purchase support services.
B)   price and speed of delivery are the determinant sales factors.
C)   convenience is very important, even more so than price or quality.
D)   product information is an important part of the purchase decision but prepurchase trial is not necessarily critical.
E)   price and delivery time are not key factors, but product warranties are very important.F) B) and E)
G) A) and B)

Question 8

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

Question 9

With interactive marketing,

Accepted Answer

A)   the seller controls the kind and amount of information presented to the buyer.
B)   buyers and sellers communicate face-to-face in the traditional marketplace.
C)   a website high in media richness is necessary for an exchange to take place.
D)   the buyer controls the kind and amount of information received from the seller.
E)   real-time transactions are impossible.F) A) and E)
G) A) and B)

Question 10

Which of these statements about cost and its impact on online shopping is most accurate?

Accepted Answer

A)   Dynamic pricing cannot be used online because there is a need to respond quickly to changes in supply and demand conditions.
B)   The margins for online offerings are usually higher than those purchased in traditional marketplaces.
C)   Any price advantage for online purchases is lost in shipping and handling fees.
D)   Many of the most popular items bought online can be purchased at the same price or cheaper than in retail stores.
E)   Dynamic pricing is the most commonly used pricing strategy for Internet purchases.F) A) and B)
G) A) and C)

Question 11

What are the three steps in implementing multichannel marketing?

Accepted Answer

Efforts to implement multichannel market...

Question 12

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

Accepted Answer

A)   choice board.
B)   collaborative filter.
C)   individualization.
D)   personalization.
E)   permission marketing.F) C) and D)
G) A) and B)

Question 13

Figure 17-1
-Consider Figure 17-1 above. Box B refers to which of these website design elements?

Accepted Answer

A)   customization
B)   control
C)   consistency
D)   collaboration
E)   creativityF) A) and B)
G) C) and D)

Question 14

List the six reasons consumers shop and buy online. Name a reason some may be hesitant.

Accepted Answer

The six reasons consumers shop and buy o...

Question 15

Internet shopping has changed consumer behavior. PsychCentral has an online, interactive quiz to test

Accepted Answer

A)   if the shopper understands post-purchase support services.
B)   whether shoppers carefully check price of purchases.
C)   whether shoppers are prepared enough when planning online shopping.
D)   whether shoppers' Internet behavior is, or is becoming, an addiction.
E)   whether shoppers are involved online shoppers.F) A) and B)
G) C) and E)

Question 16

Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.

Accepted Answer

A)   40
B)   50
C)   60
D)   70
E)   90F) None of the above
G) B) and E)

Question 17

Which of these may be a reason why consumers do not shop and buy online?

Accepted Answer

A)   bots
B)   dynamic pricing
C)   spam
D)   cookies
E)   showroomingF) D) and E)
G) B) and D)

Question 18

Which of these do cookies provide to improve a consumer's online buying and shopping experience?

Accepted Answer

A)   convenience
B)   cost
C)   choice
D)   communication
E)   customizationF) A) and E)
G) B) and D)

Question 19

About ________ percent of U.S. online shoppers have engaged in showrooming for one or more products.

Accepted Answer

A)   10
B)   25
C)   33
D)   40
E)   75F) C) and E)
G) B) and D)

Question 20

The key difference between the traditional marketplace and the new marketspace is that the latter is a ________ exchange environment.

Accepted Answer

A)   tangible
B)   competitive
C)   physical
D)   material
E)   digitalF) None of the above
G) A) and B)

Exam 17: Integrated Marketing Communications and Direct Marketing

List the six reasons consumers shop and buy online. Name a reason some may be hesitant.

Correct AnswerverifiedThe six reasons consumers shop and buy o...View AnswerShow Answer

About ________ percent of U.S. online shoppers have engaged in showrooming for one or more products.

Correct AnswerverifiedShow Answer

Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.

Correct AnswerverifiedShow Answer

Personalization in the digital marketspace is

Correct AnswerverifiedShow Answer

What are the three steps in implementing multichannel marketing?

Correct AnswerverifiedEfforts to implement multichannel market...View AnswerShow Answer

The key difference between the traditional marketplace and the new marketspace is that the latter is a ________ exchange environment.

Correct AnswerverifiedShow Answer

Figure 17-1 -Consider Figure 17-1 above. Box B refers to which of these website design elements?

Correct AnswerverifiedShow Answer

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

Correct AnswerverifiedShow Answer

Which of these do cookies provide to improve a consumer's online buying and shopping experience?

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Correct AnswerverifiedShow Answer

Which of these may be a reason why consumers do not shop and buy online?

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

Internet shopping has changed consumer behavior. PsychCentral has an online, interactive quiz to test

Correct AnswerverifiedShow Answer

Among popular purchases online, one kind of product consists of items like computers, consumer electronics, and books for which

Correct AnswerverifiedShow Answer

The text, video, audio, and graphics that are found on a website are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

With interactive marketing,

Correct AnswerverifiedShow Answer

Which of these statements about cost and its impact on online shopping is most accurate?

Correct AnswerverifiedShow Answer

In terms of design elements for websites, ________ relevance and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five other design elements.

Correct AnswerverifiedShow Answer

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct AnswerverifiedShow Answer

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The six reasons consumers shop and buy o...
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Efforts to implement multichannel market...
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