Question 1

Web communities are

Accepted Answer

A)   online cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
B)   customers linked by a common Internet service provider.
C)   virtual reality games that allow players to create their own worlds, countries, towns, etc.
D)   websites that allow people to congregate online and exchange views on topics of common interest.
E)   all customers served by a particular firm who are sent regular email sales notifications and coupons from the manufacturer.F) B) and C)
G) C) and E)

Question 2

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a

Accepted Answer

A)   wiki.
B)   cookie.
C)   bot.
D)   choiceboard.
E)   collaborative filter.F) C) and D)
G) C) and E)

Question 3

Retailers and direct selling firms have found that their websites,while ___________ from stores,catalogs,and sales representatives,attract new customers and influence sales.

Accepted Answer

A)   also increasing sales volume
B)   increasing stickiness
C)   cannibalizing sales volume
D)   creating unauthorized sales
E)   creating excessive product returnsF) A) and E)
G) A) and D)

Question 4

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Accepted Answer

A)   people returning home from work
B)   families, primarily time-starved mothers
C)   college students living on campus
D)   men who watch sports on weekends
E)   high school students on datesF) A) and C)
G) B) and C)

Question 5

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Accepted Answer

A)   bots.
B)   cookies.
C)   spiders.
D)   spam.
E)   interstitials.F) A) and B)
G) None of the above

Question 6

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

Question 7

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Accepted Answer

A)   village
B)   community
C)   district
D)   area
E)   populationF) B) and E)
G) A) and B)

Question 8

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) None of the above
G) A) and D)

Question 9

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Accepted Answer

A)   choiceboard
B)   conventional
C)   transactional
D)   promotional
E)   intermediaryF) B) and E)
G) C) and E)

Question 10

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) C) and E)
G) None of the above

Question 11

The Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store.Clinique uses its __________ website to build customer relationships.

Accepted Answer

A)   conventional
B)   transactional
C)   promotional
D)   transformational
E)   customer conversionF) B) and C)
G) B) and D)

Question 12

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

Accepted Answer

A)   a tech-savvy high-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) C) and D)
G) A) and E)

Question 13

The ability of a website to modify itself to,or be modified by,each individual user is referred to as

Accepted Answer

A)   connection.
B)   communication.
C)   site actualization.
D)   customization.
E)   customerization.F) A) and D)
G) None of the above

Question 14

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 15

Cross-channel consumers who shop online but buy offline are engaging in

Accepted Answer

A)   multichannel buying.
B)   webrooming.
C)   inter-retailer shopping.
D)   alternate shopping.
E)   intratype retailer competition for customers.F) B) and C)
G) A) and B)

Question 16

In terms of the online customer experience,context refers to

Accepted Answer

A)   the ability of a website to modify itself to, or be modified by, each individual user.
B)   a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
C)   the website's ability to conduct sales transactions for products and services.
D)   a patented feature that allows users to order products with a single mouse click.
E)   the dialogue that occurs between the website and its users.F) A) and B)
G) A) and C)

Question 17

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds 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) D) and E)
G) A) and D)

Question 18

Careerbuilder.com has made its Monk-e-mail site,which allows users to send personalized,private-themed e-cards for all occasions,so compelling that more than 100 million Monk-e-mails have been sent since 2006.Careerbuilder.com is using __________ to promote its services.

Accepted Answer

A)   viral marketing
B)   opt-out marketing
C)   customerization
D)   niche marketing
E)   buzz marketingF) B) and C)
G) C) and E)

Question 19

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is

Accepted Answer

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

Question 20

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Accepted Answer

A)   dynamic pricing.
B)   virtual pricing.
C)   experience curve pricing.
D)   skimming pricing.
E)   elasticity pricing.F) A) and B)
G) All of the above

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

With interactive marketing,

Correct AnswerverifiedShow Answer

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Correct AnswerverifiedShow Answer

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Correct AnswerverifiedShow Answer

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as

Correct AnswerverifiedShow Answer

Spam refers to

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In terms of the online customer experience,context refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The ability of a website to modify itself to,or be modified by,each individual user is referred to as

Correct AnswerverifiedShow Answer

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions.This describes one example of why consumers shop and buy online,which is

Correct AnswerverifiedShow Answer

Web communities are

Correct AnswerverifiedShow Answer

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a

Correct AnswerverifiedShow Answer

Careerbuilder.com has made its Monk-e-mail site,which allows users to send personalized,private-themed e-cards for all occasions,so compelling that more than 100 million Monk-e-mails have been sent since 2006.Careerbuilder.com is using __________ to promote its services.

Correct AnswerverifiedShow Answer

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Correct AnswerverifiedShow Answer

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Correct AnswerverifiedShow Answer

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

Correct AnswerverifiedShow Answer

Cross-channel consumers who shop online but buy offline are engaging in

Correct AnswerverifiedShow Answer

The Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store.Clinique uses its __________ website to build customer relationships.

Correct AnswerverifiedShow Answer

Retailers and direct selling firms have found that their websites,while ___________ from stores,catalogs,and sales representatives,attract new customers and influence sales.

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

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