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)   commerce.
D)   connection.
E)   conductivity.F) A) and D)
G) B) and D)

Question 2

Permission marketing refers to

Accepted Answer

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

Question 3

Seven Cycles uses ________ to create customer value, build relationships, and produce customer experiences in novel ways.

Accepted Answer

A)   the Internet
B)   just-in-time delivery
C)   marketing dashboards
D)   logistics management
E)   its own retail stores exclusivelyF) B) and C)
G) All of the above

Question 4

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Accepted Answer

A)   customerization.
B)   control.
C)   convenience.
D)   utilitarianism.
E)   marketplace value.F) D) and E)
G) B) and D)

Question 5

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 an online chat.
D)   50 percent of online consumers will spend less than eight seconds viewing a single webpage.
E)   customers will abandon a website if download time exceeds eight seconds.F) A) and E)
G) B) and D)

Question 6

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 D)
G) A) and C)

Question 7

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

Question 8

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

Accepted Answer

A)   Rider Kit
B)   Cyclo Kit
C)   Custom Kit
D)   Proviso Kit
E)   Seven FitF) A) and C)
G) D) and E)

Question 9

A recent Pew Internet and American Life Project poll reported that ________ percent of online consumers have privacy and security concerns about the Internet.

Accepted Answer

A)   15
B)   28
C)   46
D)   63
E)   76F) All of the above
G) C) and E)

Question 10

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

Accepted Answer

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

Question 11

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 dialogue that unfolds between the website and its users.
E)   the links from a company's website to a customer's email, Facebook, or Twitter account.F) B) and C)
G) B) and E)

Question 12

In terms of the online customer experience, content refers to

Accepted Answer

A)   a website's capabilities to enable commercial transactions.
B)   all the digital information on a website-text, video, audio, and graphics.
C)   the multiple ways the website enables user-to-user communication.
D)   the dialogue that unfolds between the website and its users.
E)   the information consumers provide to the firm through its website.F) B) and C)
G) A) and E)

Question 13

Although Recreational Equipment, Inc. (www.rei.com)  has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Question 14

Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to (1)  influence the timing and extent of the buyer-seller interaction and (2)

Accepted Answer

A)   demand product quality and timely service at lower prices than brick-and-mortar stores.
B)   shop confidently without fear of identity theft.
C)   speed up the click-through process with advanced technology.
D)   have a say in the kind of products and services they buy, the information they receive, and even the prices they pay.
E)   comparison shop with the prices of competitors alongside those of the firm.F) B) and D)
G) A) and D)

Question 15

The Harley Owners Group (HOG) , sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Accepted Answer

A)   context
B)   choice
C)   community
D)   convenience
E)   connectionF) A) and E)
G) D) and E)

Question 16

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) B) and D)
G) None of the above

Question 17

TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, and several other links. TheKnot.com is an example of a website that incorporates the ________ design element.

Accepted Answer

A)   convenience
B)   connection
C)   control
D)   community
E)   communicationF) A) and E)
G) A) and D)

Question 18

Showrooming refers to

Accepted Answer

A)   areas in retail stores where point-of-purchase displays are used to show goods for sale.
B)   an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product.
C)   competition among retail firms in different types of businesses but which sell the same product.
D)   retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing.
E)   the practice of examining products in a store and then buying them online for a cheaper price.F) None of the above
G) B) and E)

Question 19

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A)   eliminating the use of cookies on marketing websites.
B)   prohibiting the collection of online consumers' personal and financial information.
C)   awarding the TRUSTe trademark to companies that comply with privacy standards.
D)   lobbying against the adoption of federal Internet privacy laws.
E)   relying on the U.S. government to protect online consumer privacy.F) B) and D)
G) C) and D)

Question 20

Customization refers to

Accepted Answer

A)   the specialization in one very small but highly sought out specialty item.
B)   Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)   the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)   items that are unique in every dimension to minimize feature bloat.
E)   novelty items used as sales promotions such as cups, hats, etc., that will be imprinted with a company logo and use the company colors and slogans if applicable.F) C) and E)
G) A) and B)

Exam 14: Implementing Interactive and Multichannel Marketing

Customization refers to

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

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

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Correct Answer
verified

A recent Pew Internet and American Life Project poll reported that ________ percent of online consumers have privacy and security concerns about the Internet.

Correct Answer
verified

In terms of the online customer experience, communication refers to

Correct Answer
verified

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 Answer
verified

According to the eight-second rule,

Correct Answer
verified

Showrooming refers to

Correct Answer
verified

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Correct Answer
verified

Permission marketing refers to

Correct Answer
verified

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of

Correct Answer
verified

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

Correct Answer
verified

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

Correct Answer
verified

The Harley Owners Group (HOG) , sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Correct Answer
verified

Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to (1) influence the timing and extent of the buyer-seller interaction and (2)

Correct Answer
verified

In terms of the online customer experience, content 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

Correct Answer
verified

Seven Cycles uses ________ to create customer value, build relationships, and produce customer experiences in novel ways.

Correct Answer
verified

Exam 14: Implementing Interactive and Multichannel Marketing

Customization refers to

Correct AnswerverifiedShow Answer

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

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

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Correct AnswerverifiedShow Answer

A recent Pew Internet and American Life Project poll reported that ________ percent of online consumers have privacy and security concerns about the Internet.

Correct AnswerverifiedShow Answer

In terms of the online customer experience, communication refers to

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

According to the eight-second rule,

Correct AnswerverifiedShow Answer

Showrooming refers to

Correct AnswerverifiedShow Answer

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Correct AnswerverifiedShow Answer

Permission marketing refers to

Correct AnswerverifiedShow Answer

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Harley Owners Group (HOG) , sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Correct AnswerverifiedShow Answer

Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to (1) influence the timing and extent of the buyer-seller interaction and (2)

Correct AnswerverifiedShow Answer

In terms of the online customer experience, content 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

Correct AnswerverifiedShow Answer

Seven Cycles uses ________ to create customer value, build relationships, and produce customer experiences in novel ways.

Correct AnswerverifiedShow Answer

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