Question 1

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 margins for online offerings are usually higher than those purchased in traditional marketplaces.
C)   Any price advantage for online purchases is lost in shipping and handling fees.
D)   Many of the most popular items bought online can be purchased at the same price or cheaper than in retail stores.
E)   Dynamic pricing is the most commonly used pricing strategy for Internet purchases.F) C) and E)
G) A) and B)

Question 2

Which of the following statements about promotional websites is not true?

Accepted Answer

A)   Promotional websites can be used to support a company's traditional marketing channel.
B)   Promotional websites provide information on how items can be used and where they can be purchased.
C)   Promotional websites are effective in generating interest in and trial of a company's products.
D)   Promotional websites can cannibalize sales.
E)   Promotional websites advertise and promote a company's products and services.F) A) and D)
G) B) and E)

Question 3

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed her purchase,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the __________ website design element.

Accepted Answer

A)   context
B)   community
C)   content
D)   commerce
E)   connectionF) A) and D)
G) A) and C)

Question 4

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) D) and E)
G) A) and E)

Question 5

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Accepted Answer

A)   blogs.
B)   web communities.
C)   buzz.
D)   chat oases.
E)   web cafés.F) B) and C)
G) C) and D)

Question 6

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

Question 7

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A)   With the exception of the setting used to make the exchange (online versus retail store) , the profile of an online customer is almost identical to the traditional shopper.
B)   Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
C)   The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39D. Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax. E. Many people are put off by the difficulty in navigating so many new websites.  D) None of the above
E) All of the above

Question 8

Frank needs to buy a new car.Before visiting a showroom,however,he logs onto www.autobytel.com.Here,he can compare the attributes of various makes and models,find information about the prices of various option packages,and learn the manufacturer's suggested retail prices for different cars.After deciding on the car he wants to buy,Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants.Because Frank is so informed about prices,he is able to make a deal that is several hundred dollars less than the salesperson's best offer.Frank's car-buying experience illustrates which reason consumers shop online?

Accepted Answer

A)   convenience
B)   communication
C)   customization
D)   choice
E)   controlF) A) and C)
G) A) and B)

Question 9

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Accepted Answer

A)   marketspace
B)   multichannel online mall
C)   cyberstore
D)   virtual store
E)   marketplaceF) A) and E)
G) B) and C) E

Question 10

Collaborative filtering refers to

Accepted Answer

A)   a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B)   the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
C)   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.
D)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)   an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) A) and E)
G) B) and C)

Question 11

Megan is looking for a gift for her older brother who enjoys reading mysteries.A book by one of his favorite authors was recently published and she plans to buy it.However,because she is on a limited budget,she wants to find the lowest price.The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A)   drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books)  to see which one has the book at the lowest price.
B)   call all five bookstores in her community to inquire about the price of the book at each one.
C)   use a bot to search the websites of online booksellers and locate the one with the best price.
D)   use a cookie to contact various bookstores and find the one with the best price.
E)   create a choiceboard using the Barnes & Noble's Facebook page.F) D) and E)
G) B) and E)

Question 12

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 __________."

Accepted Answer

A)   trust; transactions
B)   levels of communication; brand awareness
C)   customer loyalty; consumer expectations
D)   customer interaction; product awareness
E)   customer value; mutual respectF) None of the above
G) All of the above

Question 13

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Accepted Answer

The six general product and service cate...

Question 14

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

Question 15

Marketers produce a customer experience through seven website design elements,including which of these?

Accepted Answer

A)   content
B)   creativity
C)   consistency
D)   collaboration
E)   controlF) C) and D)
G) C) and E)

Question 16

__________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A)   Multichannel retailing
B)   Multichannel marketing
C)   Intertype retailer competition for customers
D)   Webrooming
E)   Intratype retailer competition for customersF) A) and E)
G) B) and E) D

Question 17

The eight-second rule refers to the view that

Accepted Answer

A)   if a website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site.
B)   customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
C)   any online purchase should take no more than eight seconds to complete.
D)   prospective customers will not wait longer than eight seconds for a response in a chat room.
E)   50 percent of online consumers will spend less than eight seconds viewing a single webpage.F) B) and E)
G) A) and E) B

Question 18

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Accepted Answer

Marketers benefit from two unique capabi...

Question 19

The amount of time per month that visitors spend on a company's website is referred to as

Accepted Answer

A)   visiting time.
B)   stickiness.
C)   staying power.
D)   browsing time.
E)   connectiveness.F) All of the above
G) A) and E)

Question 20

Electronic junk mail or unsolicited email are referred to as

Accepted Answer

A)   trash mail.
B)   phishing.
C)   virus marketing.
D)   spam.
E)   viral marketing.F) D) and E)
G) B) and D)

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

Which of the following statements about promotional websites is not true?

Correct Answer
verified

Correct Answer
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In terms of the online customer experience,communication refers to

Correct Answer
verified

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

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

Which of the following statements regarding online consumers is most accurate?

Correct Answer
verified

Correct Answer
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In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct Answer
verified
E

Collaborative filtering refers to

Correct Answer
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Correct Answer
verified

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 ."

Correct Answer
verified

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Correct Answer
verified
The six general product and service cate...
View 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 Answer
verified

Marketers produce a customer experience through seven website design elements,including which of these?

Correct Answer
verified

__________ is the practice of examining products online and then buying them in a store.

Correct Answer
verified
D

The eight-second rule refers to the view that

Correct Answer
verified
B

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Correct Answer
verified
Marketers benefit from two unique capabi...
View Answer

The amount of time per month that visitors spend on a company's website is referred to as

Correct Answer
verified

Electronic junk mail or unsolicited email are referred to as

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

Which of the following statements about promotional websites is not true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of the online customer experience,communication refers to

Correct AnswerverifiedShow Answer

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

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

Which of the following statements regarding online consumers is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct AnswerverifiedE

Collaborative filtering refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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 __________."

Correct AnswerverifiedShow Answer

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Correct AnswerverifiedThe six general product and service cate...View AnswerShow 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

Marketers produce a customer experience through seven website design elements,including which of these?

Correct AnswerverifiedShow Answer

__________ is the practice of examining products online and then buying them in a store.

Correct AnswerverifiedD

The eight-second rule refers to the view that

Correct AnswerverifiedB

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Correct AnswerverifiedMarketers benefit from two unique capabi...View AnswerShow Answer

The amount of time per month that visitors spend on a company's website is referred to as

Correct AnswerverifiedShow Answer

Electronic junk mail or unsolicited email are referred to as

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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E

Correct Answer
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Correct Answer
verified

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 ."

Correct Answer
verified

Correct Answer
verified
The six general product and service cate...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified
D

Correct Answer
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B

Correct Answer
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Marketers benefit from two unique capabi...
View Answer

Correct Answer
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Correct Answer
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