Question 1

Compared to the general population,online consumers tend to be

Accepted Answer

A)  younger,more educated,more affluent,but equally likely to be male or female.
B)  younger,more educated,conservative,and more often male.
C)  younger,more educated,socially conscious,and more often female.
D)  older,less educated,less affluent,and more often male.
E)  older,more educated,more affluent,and more often female.F) None of the above
G) A) and E)

Question 2

Which of the following 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) B) and C)
G) D) and E)

Question 3

Websites that offer personalized content,such as My eBay and My Yahoo!,have ________ as a prominent design element.

Accepted Answer

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

Question 4

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 D)

Question 5

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

Question 6

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

Question 7

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b...

Question 8

Developing a customer 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) D) and E)
G) B) and D)

Question 9

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

Question 10

A blog is

Accepted Answer

A)  a private online forum centered on a specific topic or theme.
B)  a running account of all purchases made at a single website.
C)  a web page that serves as a publicly accessible personal journal for an individual or organization.
D)  an itemized list of all website "hits" on an individual person including a short biographical summary.
E)  a web network that works as a family tree linking all members of a group or organization.F) D) and E)
G) A) and B)

Question 11

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

Accepted Answer

A)  network of formal 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) B) and E)
G) All of the above

Question 12

The Clinique Division of Estée Lauder,Inc. ,markets cosmetics and built its business in traditional department stores.Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store.Clinique has become a ________ marketer.

Accepted Answer

A)  social
B)  transactional
C)  multichannel
D)  transformational
E)  conversionF) B) and E)
G) A) and B)

Question 13

Which of the following allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Accepted Answer

A)  spam
B)  worms
C)  cookies
D)  trackers
E)  vloggersF) C) and E)
G) A) and B)

Question 14

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 e-mail,Facebook,or Twitter account.F) A) and E)
G) B) and C)

Question 15

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the ________ website design element.

Accepted Answer

A)  convenience
B)  connection
C)  control
D)  community
E)  communicationF) None of the above
G) B) and E)

Question 16

The growing practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Accepted Answer

A)  connectivity.
B)  customerization.
C)  customer digitalization.
D)  online facilitation.
E)  intermediation.F) B) and D)
G) A) and E)

Question 17

Mars,Inc. ,uses ________ technology to let customers decorate M&Ms with personal photos and messages.

Accepted Answer

A)  bot
B)  cookie
C)  choiceboard
D)  filtering
E)  print screenF) A) and C)
G) B) and E)

Exam 21: Implementing Interactive and Multichannel Marketing

Mars,Inc. ,uses ________ technology to let customers decorate M&Ms with personal photos and messages.

Correct Answer
verified

In terms of the online customer experience,communication refers to

Correct Answer
verified

Correct Answer
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Compared to the general population,online consumers tend to be

Correct Answer
verified

Which of the following is an approach to viral marketing?

Correct Answer
verified

Websites that offer personalized content,such as My eBay and My Yahoo!,have ________ as a prominent design element.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the ________ website design element.

Correct Answer
verified

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

Correct Answer
verified

The growing practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct Answer
verified

With interactive marketing,

Correct Answer
verified

Explain the four ways the marketspace creates value for consumers.

Correct Answer
verified
The marketspace creates customer value b...
View Answer

A blog is

Correct Answer
verified

Which of the following allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Correct Answer
verified

The Clinique Division of Estée Lauder,Inc. ,markets cosmetics and built its business in traditional department stores.Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store.Clinique has become a ________ marketer.

Correct Answer
verified

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

Mars,Inc. ,uses ________ technology to let customers decorate M&Ms with personal photos and messages.

Correct AnswerverifiedShow Answer

In terms of the online customer experience,communication refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Compared to the general population,online consumers tend to be

Correct AnswerverifiedShow Answer

Which of the following is an approach to viral marketing?

Correct AnswerverifiedShow Answer

Websites that offer personalized content,such as My eBay and My Yahoo!,have ________ as a prominent design element.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the ________ website design element.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The growing practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct AnswerverifiedShow Answer

With interactive marketing,

Correct AnswerverifiedShow Answer

Explain the four ways the marketspace creates value for consumers.

Correct AnswerverifiedThe marketspace creates customer value b...View AnswerShow Answer

A blog is

Correct AnswerverifiedShow Answer

Which of the following allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Correct AnswerverifiedShow Answer

The Clinique Division of Estée Lauder,Inc. ,markets cosmetics and built its business in traditional department stores.Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store.Clinique has become a ________ marketer.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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The marketspace creates customer value b...
View Answer

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