Question 1

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are considered

Accepted Answer

A)  multichannel searchers.
B)  webroomers.
C)  showrooming shoppers.
D)  alternate shoppers.
E)  to be challenging for multichannel retailers.F) B) and C)
G) C) and D)

Question 2

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 E)
G) D) and E)

Question 3

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Accepted Answer

A)  Electronic commerce makes products and services available to customers faster.
B)  Comparison shopping is easier in the marketspace than in the marketplace.
C)  Customers can shop in the marketspace anywhere at any time.
D)  Products available in the marketspace are more easily customized.
E)  Consumers can tell marketers exactly what they want in the marketspace.F) B) and E)
G) A) and E)

Question 4

Out-of-date items such as last year's models of computer equipment and accessories are often priced using

Accepted Answer

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

Question 5

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 B)
G) D) and E)

Question 6

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing

Accepted Answer

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

Question 7

A company that successfully employs permission marketing adheres to three rules: (1)  __________; (2)  customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3)  their customers are assured that their name or buyer profile data will not be sold or shared with others.

Accepted Answer

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)  opt-in customers receive only information that is relevant or meaningful to them
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 websiteF) A) and D)
G) B) and E)

Question 8

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.

Accepted Answer

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

Question 9

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer's desire to purchase an author's e-book for her Kindle, Amazon might recommend an e-book by a similar author within the same genre.

Accepted Answer

A)  real-time e-commerce
B)  connectivity
C)  collaborative filtering
D)  interactive marketing
E)  personalizationF) A) and C)
G) B) and E)

Question 10

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.

Accepted Answer

The marketspace allows marketers to enha...

Question 11

A marketing manager for a décor and housewares company should carefully review the company's website because the shopping and buying path for cross-channel consumers indicates that company websites should

Accepted Answer

A)  be unilateral.
B)  focus on high-tech customers.
C)  allow dual distribution.
D)  be different.
E)  encourage market penetration.F) All of the above
G) A) and B)

Question 12

Some __________ percent of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Accepted Answer

A)  15
B)  20
C)  30
D)  40
E)  50F) B) and E)
G) A) and E)

Question 13

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job title, keyword, company name, and location (city, state) . Monster.com will then search for and list all the jobs that match the criteria. Users also have the ability to click on the link "Email me Jobs" to send users e-mails identifying any new relevant job listings. Monster.com uses __________ to send its e-mail updates.

Accepted Answer

A)  opt-out marketing
B)  permission marketing
C)  personalization
D)  cookies
E)  wikisF) None of the above
G) A) and B)

Question 14

Pizza Hut was a pioneer in the QSR industry. QSR is an acronym for

Accepted Answer

A)  quick serve restaurant.
B)  quality service restaurant.
C)  quality, service, and responsibility.
D)  quantity service restaurant.
E)  quality service review.F) A) and B)
G) C) and D)

Question 15

Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. It takes him about five seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him. Matt is on a tight budget, so he checks the price of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on his two-stop connection because they best meet his budget and scheduling preferences. After making the selections, he receives instantaneous confirmation of his reservation. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After providing his credit card number, he prints a copy of his receipt and itinerary. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matt by contributing to which of the following form(s)  of utility?

Accepted Answer

A)  time utility
B)  place utility
C)  possession utility
D)  form utility
E)  all four utilities: time, place, possession, and formF) A) and E)
G) A) and B)

Question 16

Online consumers are called empowered consumers because

Accepted Answer

A)  products and services purchased online often cost less than in a retail store.
B)  online shopping does not require that they fight traffic, find a parking space, walk long store aisles, and wait in line at checkout.
C)  they can control their shopping and purchase decision process.
D)  there are websites for almost any product or service they want.
E)  they can engage in an electronic dialogue with marketers.F) None of the above
G) A) and B)

Question 17

Internet shopping addiction is considered part of a broader condition known as Internet addiction. 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) B) and D)
G) A) and D)

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

A)  Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
B)  The margin for online offerings is usually higher than those purchased in traditional marketplaces.
C)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D)  Any price advantage for online purchases is lost in shipping and handling fees.
E)  Lower external information search costs is one of the major reasons for the popularity of online shopping.F) B) and D)
G) B) and C)

Question 20

Pizza Hut revolutionized the quick serve restaurant (QSR)  world through __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A)  an interface
B)  a cross-channel consumer
C)  a behavioral targeting
D)  a symbiotic
E)  a multichannelF) B) and E)
G) None of the above

Exam 21: Implementing Interactive and Multichannel Marketing

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.

Correct Answer
verified
The marketspace allows marketers to enha...
View Answer

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

Correct Answer
verified

A marketing manager for a décor and housewares company should carefully review the company's website because the shopping and buying path for cross-channel consumers indicates that company websites should

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut was a pioneer in the QSR industry. QSR is an acronym for

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are considered

Correct Answer
verified

Online consumers are called empowered consumers because

Correct Answer
verified

Some __________ percent of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Correct Answer
verified

Pizza Hut revolutionized the quick serve restaurant (QSR) world through __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct Answer
verified

Correct Answer
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Correct Answer
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In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing

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

Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test

Correct Answer
verified

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Correct Answer
verified

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

Correct Answer
verified

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

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.

Correct AnswerverifiedThe marketspace allows marketers to enha...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

A marketing manager for a décor and housewares company should carefully review the company's website because the shopping and buying path for cross-channel consumers indicates that company websites should

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut was a pioneer in the QSR industry. QSR is an acronym for

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are considered

Correct AnswerverifiedShow Answer

Online consumers are called empowered consumers because

Correct AnswerverifiedShow Answer

Some __________ percent of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Correct AnswerverifiedShow Answer

Pizza Hut revolutionized the quick serve restaurant (QSR) world through __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing

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

Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test

Correct AnswerverifiedShow Answer

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.

Correct AnswerverifiedShow Answer

Correct Answer
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The marketspace allows marketers to enha...
View Answer

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