Question 1

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

Question 2

Buzz is particularly influential for which of the following items?

Accepted Answer

A)   toys, pharmaceuticals, motion pictures, and consumer electronics
B)   baby products, gardening, retirement funds, and health insurance
C)   funeral services, cruises, foreign travel, and higher education
D)   day care, silver-plating, restaurants, and home repair
E)   sports lessons, veterinarians, dance studios, and pressure washingF) None of the above
G) B) and C)

Question 3

Figure 18-1 
-Consider Figure 18 -1.F refers to which of the following website design elements?

Accepted Answer

A)   communication
B)   commerce
C)   customization
D)   connection
E)   contextF) C) and D)
G) B) and E)

Question 4

Manufacturers of consumer products use transactional websites less frequently than other firms because

Accepted Answer

A)   in some industries, this form of vertical integration is illegal.
B)   there is a threat of channel conflict.
C)   it is difficult to maintain inventory levels at online warehouses.
D)   some stakeholders are opposed to websites that drain resources without providing any return on investment.
E)   such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently.F) B) and E)
G) A) and E)

Question 5

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)   opt-in.
B)   opt-out.
C)   cookies.
D)   spam.
E)   buzz.F) A) and E)
G) None of the above

Question 6

Interactive marketing refers to

Accepted Answer

A)   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.
B)   the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
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) All of the above
G) A) and D)

Question 7

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

Question 8

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) All of the above
G) A) and B)

Question 9

What is the marketspace?

Accepted Answer

The marketspace is an Internet...

Question 10

Pizza Hut has been 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 E)
G) A) and C)

Question 11

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) None of the above

Question 12

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via email.When Clinique introduced its Anti-Aging Serum,it sent emails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the email purchased the new product.Clinique used __________ to introduce its new product.

Accepted Answer

A)   opt-out marketing
B)   personalization
C)   viral marketing
D)   buzz marketing
E)   permission marketingF) B) and C)
G) A) and E)

Question 13

Define spam and viral marketing.What are some tactics used in viral marketing?

Accepted Answer

Spam can take the form of electronic jun...

Question 14

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Accepted Answer

A)   convenience
B)   control
C)   connection
D)   community
E)   communicationF) C) and D)
G) B) and E)

Question 15

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

A)   16
B)   60
C)   600
D)   6,000
E)   6 millionF) A) and B)
G) A) and C)

Question 16

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

Question 17

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

Accepted Answer

The six reasons consumers shop and buy o...

Question 18

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Accepted Answer

A)   multichannel
B)   transactional
C)   promotional
D)   intermediary
E)   direct sellingF) B) and C)
G) B) and E)

Question 19

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Accepted Answer

A)   Promotional
B)   Conventional
C)   Intermediary
D)   Choiceboard
E)   TransactionalF) A) and B)
G) B) and E)

Question 20

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

Accepted Answer

A)   content
B)   functionally
C)   aesthetically
D)   text
E)   pictureF) C) and D)
G) All of the above

Exam 18: Implementing Interactive and Multichannel Marketing

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

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

Correct Answer
verified

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct Answer
verified

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Correct Answer
verified

Buzz is particularly influential for which of the following items?

Correct Answer
verified

Interactive marketing refers to

Correct Answer
verified

What is the marketspace?

Correct Answer
verified
The marketspace is an Internet...
View Answer

Define spam and viral marketing.What are some tactics used in viral marketing?

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Correct Answer
verified

Figure 18-1 -Consider Figure 18 -1.F refers to which of the following website design elements?

Correct Answer
verified

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

Correct Answer
verified

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

Correct Answer
verified
The six reasons consumers shop and buy o...
View Answer

Correct Answer
verified

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

Correct Answer
verified

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Correct Answer
verified

Manufacturers of consumer products use transactional websites less frequently than other firms because

Correct Answer
verified

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Correct Answer
verified

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

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

Exam 18: Implementing Interactive and Multichannel Marketing

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

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

Correct AnswerverifiedShow Answer

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct AnswerverifiedShow Answer

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

Correct AnswerverifiedShow Answer

Buzz is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

Interactive marketing refers to

Correct AnswerverifiedShow Answer

What is the marketspace?

Correct AnswerverifiedThe marketspace is an Internet...View AnswerShow Answer

Define spam and viral marketing.What are some tactics used in viral marketing?

Correct AnswerverifiedSpam can take the form of electronic jun...View AnswerShow Answer

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online,catalog,or in-store buyer.

Correct AnswerverifiedShow Answer

Figure 18-1 -Consider Figure 18 -1.F refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

Correct AnswerverifiedThe six reasons consumers shop and buy o...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

Correct AnswerverifiedShow Answer

Manufacturers of consumer products use transactional websites less frequently than other firms because

Correct AnswerverifiedShow Answer

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

Correct AnswerverifiedShow Answer

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

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 Answer
verified

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Correct Answer
verified

Correct Answer
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Correct Answer
verified
The marketspace is an Internet...
View Answer

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The six reasons consumers shop and buy o...
View Answer

Correct Answer
verified

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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