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Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.


A) a cross-functional
B) an interlocking marketing
C) a multichannel marketing
D) a dual distribution
E) a market penetration

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

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What do online eyeglass retailer Warby Parker, online mattress seller Casper Sleep, clothing online retailer Bonobos, jewelry online retailer Blue Nile, and Amazon have in common?


A) They are experimenting with ways to deliver products and services available to customers faster.
B) They provide price match guarantees and make comparison shopping easier right from the website.
C) They have opened physical showrooms that allow shoppers an opportunity to experience the company's products.
D) They offer easily customized products and services.
E) They provide simple two-way communication so that consumers can tell marketers exactly what they want in the marketspace.

F) All of the above
G) B) and C)

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Yahoo! allows its users to create a web page by picking the content (stock quotes, weather conditions, local TV schedules) they want to have displayed. This consumer-initiated practice is an example of


A) permission marketing.
B) personalization.
C) transactional websites.
D) collaborative filtering.
E) customerization.

F) All of the above
G) A) and B)

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The online consumer who shops online but buys offline, or shops offline but buys online is referred to as a ________ consumer.


A) multiretail
B) cross-channel
C) marketspace
D) clicks and bricks
E) Web 3.0

F) All of the above
G) B) and D)

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According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people-relationships that have both high ________ and high ________."


A) trust; transactions
B) levels of communication; brand awareness
C) customer loyalty; consumer expectations
D) customer interaction; product awareness
E) customer value; mutual respect

F) None of the above
G) C) and D)

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

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The six reasons consumers shop and buy o...

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Which of the following is one of three rules for a company to successfully employ permission marketing?


A) Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors.
B) The firm will never buy marketing lists from other companies that may contain their personal information.
C) Customers are assured that their name or buyer profile data will not be sold or shared with others.
D) Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online.
E) Customers will be protected from identity theft for any product purchased from its website.

F) A) and E)
G) All of the above

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


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

F) B) and E)
G) B) and D)

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Buzz is particularly influential for which of the following items?


A) toys, pharmaceuticals, movies, and consumer electronics
B) baby products, gardening supplies, retirement funds, and health insurance
C) funeral services, cruises, foreign travel, and higher education
D) day care, dating sites, restaurants, and home repair
E) sports lessons, veterinarians, dance studios, and car washes

F) C) and E)
G) C) and D)

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Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes which reason consumers buy and shop online?


A) convenience
B) choice
C) customization
D) control
E) communication

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

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


A) 10
B) 25
C) 33
D) 40
E) 75

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

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Viral marketing refers to


A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B) malicious malware that is used to create doppelgangers on competitors' websites.
C) a subversive program that automatically transfers viruses from one website to another.
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via email, social networking, and blogs.
E) an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

F) C) and D)
G) B) and E)

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A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as


A) spam.
B) a blog.
C) buzz.
D) a forum.
E) a journalog.

F) B) and E)
G) A) and E)

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Which of the following transactions occurred in the marketspace?


A) Rebecca sold Discovery Toys creative puzzles at an in-home demonstration.
B) Maddie bought a brand new pair of TOMS shoes through Zappos.com.
C) Shelby purchased an iPhone case at a kiosk at the airport.
D) Corey bought a double-dipped chocolate ice cream cone from the ice cream vendor when his mobile ice cream truck came down the street.
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

F) All of the above
G) A) and E)

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


A) buzz marketing.
B) customerization.
C) viral marketing.
D) liking.
E) permission marketing.

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

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The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

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The marketspace allows marketers to enha...

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Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via email. When Clinique introduced its Anti-Aging Serum, it sent emails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the email purchased the new product. Clinique used ________ to introduce its new product.


A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

F) A) and B)
G) None of the above

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


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

F) None of the above
G) B) and E)

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To gauge stickiness, a company monitors


A) the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
B) the average time it takes for customers to move from one page of a website to another.
C) the amount of time per month, in minutes, visitors spend on a company's website.
D) the number of visits by a unique customer to the same website before an actual purchase is made.
E) the total time, in hours and minutes, that it takes for a customer to make an online purchase.

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

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Bots contribute to the convenience of online shopping because they


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

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