Question 1

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)   digital consumers.
B)   online consumers.
C)   cyberspace consumers.
D)   cross-channel consumers.
E)   multichannel consumers.F) A) and D)
G) B) and D)

Question 2

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

Question 3

When you view a selection at Amazon.com and see "Customers who bought this (item)  also bought ...," you are seeing the application of

Accepted Answer

A)   choice boards.
B)   adaptive selling.
C)   multichannel marketing.
D)   personalization.
E)   collaborative filtering.F) B) and D)
G) A) and B)

Question 4

Spam refers to

Accepted Answer

A)   electronic junk mail or unsolicited email.
B)   published private, secret, and/or classified emails from anonymous sources.
C)   computer-generated emails 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) A) and B)
G) A) and C)

Question 5

________ is the practice of examining products in a store and then buying them online for a cheaper price.

Accepted Answer

A)   Push retailing
B)   Multichannel searching
C)   Intertype retailing
D)   Showrooming
E)   Intratype retailingF) C) and E)
G) B) and C)

Question 6

All of the following are motivators for showrooming except which?

Accepted Answer

A)   looking for online promotions or deals
B)   evaluating customer service in retail outlets
C)   obtaining product information
D)   checking product reviews and ratings on social media
E)   seeking lower pricesF) C) and E)
G) A) and C)

Question 7

It is commonly believed that that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Accepted Answer

A)   the stickiness guideline.
B)   the 80/20 principle.
C)   the eight-second rule.
D)   the law of limited patience.
E)   the expedience factor.F) A) and C)
G) A) and E)

Question 8

Which of the following is an approach to viral marketing?

Accepted Answer

A)   embed a message in the product or service so that customers hardly realize they are passing it along
B)   use customerization to impact customer satisfaction
C)   employ choiceboards to allow consumers an easy way to share information
D)   use niche marketing to attract customers that are likely to be opinion leaders
E)   use permission marketing to avoid sending commercial messages to those who do not want themF) C) and D)
G) None of the above

Question 9

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Accepted Answer

A)   bots
B)   spiders
C)   loggers
D)   cookies
E)   trackersF) B) and D)
G) C) and D)

Question 10

Online buyers of consumer electronics can shop individual websites like QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

Accepted Answer

A)   convenience.
B)   choice.
C)   cost.
D)   control.
E)   customization.F) A) and B)
G) C) and E)

Question 11

Which of the following profiles would most likely describe an online consumer?

Accepted Answer

A)   a tech-savvy grade-school student living with her parents
B)   a 21-year-old high-school graduate earning $18,000 annually living in his own apartment
C)   a 28-year-old chemical engineer living in the suburbs with her husband and two children
D)   a 55-year-old factory worker living with his wife in an apartment
E)   a 70-year-old retired naval officer living in a retirement communityF) None of the above
G) D) and E)

Question 12

Legacy companies that sell luxury fashions

Accepted Answer

A)   offer lower prices and have smaller margins when selling online.
B)   are the fastest growing category in e-commerce.
C)   have been leaders in creating the online experience.
D)   generate the highest profit when they offer discount merchandise only online.
E)   are not likely to sell them online.F) B) and E)
G) D) and E)

Question 13

According to the Federal Trade Commission, ________ fraud complaints are Internet-related, costing consumers $560 million.

Accepted Answer

A)   very few
B)   about half of
C)   about 10 percent of
D)   nearly all
E)   about three-quarters of allF) C) and D)
G) A) and B)

Question 14

Describe why measuring channel performance in multichannel marketing is so difficult.

Accepted Answer

The third step in implementing multichan...

Question 15

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Accepted Answer

A)   connectivity.
B)   customerization.
C)   customization.
D)   communication.
E)   convenience.F) B) and C)
G) A) and E)

Question 16

The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Question 17

In terms of the online customer experience, connection is defined as the

Accepted Answer

A)   network of linkages between a company's website and other sites.
B)   text, video, audio, and graphics that the website contains that appeal directly to the consumer.
C)   website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.) .
D)   speed and ease with which a customer can move between pages on a website.
E)   website's ability to tailor itself to different users or to allow users to personalize the site.F) A) and E)
G) C) and E)

Question 18

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con...

Question 19

In terms of the online customer experience, ________ is defined as the dialogue that unfolds between the website and its users.

Accepted Answer

A)   context
B)   communication
C)   commerce
D)   connection
E)   communityF) A) and B)
G) None of the above

Question 20

Permission marketing is dependent on the ________ of the customer.

Accepted Answer

A)   acceptance of cookies
B)   opt-in
C)   sales data
D)   consumer segment
E)   selling contextF) D) and E)
G) A) and C)

Exam 14: Implementing Interactive and Multichannel Marketing

In terms of the online customer experience, connection is defined as the

Correct Answer
verified

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

Correct Answer
verified

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Correct Answer
verified

Describe why measuring channel performance in multichannel marketing is so difficult.

Correct Answer
verified
The third step in implementing multichan...
View Answer

All of the following are motivators for showrooming except which?

Correct Answer
verified

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Correct Answer
verified

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

Correct Answer
verified

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought ...," you are seeing the application of

Correct Answer
verified

In terms of the online customer experience, ________ is defined as the dialogue that unfolds between the website and its users.

Correct Answer
verified

Correct Answer
verified
The Harley-Davidson website provides con...
View Answer

It is commonly believed that that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Correct Answer
verified

According to the Federal Trade Commission, ________ fraud complaints are Internet-related, costing consumers $560 million.

Correct Answer
verified

Online buyers of consumer electronics can shop individual websites like QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

Correct Answer
verified

Which of the following profiles would most likely describe an online consumer?

Correct Answer
verified

Which of the following is an approach to viral marketing?

Correct Answer
verified

Permission marketing is dependent on the ________ of the customer.

Correct Answer
verified

Spam refers to

Correct Answer
verified

________ is the practice of examining products in a store and then buying them online for a cheaper price.

Correct Answer
verified

The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how electronic commerce contributes to customer value through the creation of

Correct Answer
verified

Legacy companies that sell luxury fashions

Correct Answer
verified

Exam 14: Implementing Interactive and Multichannel Marketing

In terms of the online customer experience, connection is defined as the

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Correct AnswerverifiedShow Answer

Describe why measuring channel performance in multichannel marketing is so difficult.

Correct AnswerverifiedThe third step in implementing multichan...View AnswerShow Answer

All of the following are motivators for showrooming except which?

Correct AnswerverifiedShow Answer

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

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

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought ...," you are seeing the application of

Correct AnswerverifiedShow Answer

In terms of the online customer experience, ________ is defined as the dialogue that unfolds between the website and its users.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe Harley-Davidson website provides con...View AnswerShow Answer

It is commonly believed that that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Correct AnswerverifiedShow Answer

According to the Federal Trade Commission, ________ fraud complaints are Internet-related, costing consumers $560 million.

Correct AnswerverifiedShow Answer

Online buyers of consumer electronics can shop individual websites like QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is

Correct AnswerverifiedShow Answer

Which of the following profiles would most likely describe an online consumer?

Correct AnswerverifiedShow Answer

Which of the following is an approach to viral marketing?

Correct AnswerverifiedShow Answer

Permission marketing is dependent on the ________ of the customer.

Correct AnswerverifiedShow Answer

Spam refers to

Correct AnswerverifiedShow Answer

________ is the practice of examining products in a store and then buying them online for a cheaper price.

Correct AnswerverifiedShow Answer

The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

Legacy companies that sell luxury fashions

Correct AnswerverifiedShow Answer

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The third step in implementing multichan...
View Answer

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The Harley-Davidson website provides con...
View Answer

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