Question 1

The General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

A)   service utility.
B)   form utility.
C)   place utility.
D)   possession utility.
E)   price utility.F) C) and D)
G) A) and E)

Question 2

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

Question 3

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

Accepted Answer

A)   speed up the delivery process.
B)   offer the greatest selection.
C)   offer the best value for the price.
D)   create strong customer relationship.
E)   simplify ordering.F) A) and D)
G) None of the above

Question 4

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A)   Gantt chart
B)   market-product grid
C)   marketing dashboard
D)   information screen
E)   BCG matrixF) All of the above
G) C) and E)

Question 5

Which of the following is not a motivation for webrooming?

Accepted Answer

A)   obtaining a lower price
B)   gaining immediate possession of a product
C)   finding a larger selection
D)   avoiding shipping costs
E)   expecting easier returnsF) C) and D)
G) A) and B)

Question 6

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Accepted Answer

A)   viral marketing.
B)   buzz.
C)   data mining.
D)   behavioral targeting.
E)   spyware.F) A) and C)
G) C) and E)

Question 7

All of the following are motivators for showrooming except which?

Accepted Answer

A)   looking for online promotions or deals
B)   evaluating customer service in retail outlets
C)   obtaining merchandise information
D)   checking merchandise reviews and ratings
E)   seeking lower pricesF) A) and E)
G) B) and C)

Question 8

Because online shoppers seek information,evaluate alternatives,and make purchase decisions on their own time,they are

Accepted Answer

A)   spending more time shopping outside the home.
B)   more cautious than other shoppers.
C)   more informed and discerning shoppers.
D)   less likely to become addicted to shopping.
E)   have more ability to save online data.F) A) and B)
G) B) and E)

Question 9

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought ....," you are seeing the application of

Accepted Answer

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

Question 10

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

Accepted Answer

A)   Transactional websites are most common among store and catalog retailers and direct selling companies.
B)   Transactional websites can create channel conflict.
C)   Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
D)   Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
E)   Transactional websites are used less frequently by manufacturers of consumer products.F) C) and D)
G) B) and D)

Question 11

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)   loggersF) A) and B)
G) B) and E)

Question 12

In terms of the online customer experience,customization refers to

Accepted Answer

A)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B)   the website's ability to conduct sales transactions for products and services.
C)   an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D)   a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E)   the ability of a website to modify itself to, or be modified by, each individual user.F) D) and E)
G) A) and B)

Question 13

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes regularly purchased consumer-packaged goods such as personal care items for which

Accepted Answer

A)   customer value is the most important element.
B)   price and delivery time are not key factors.
C)   convenience is very important.
D)   digital delivery is an important factor.
E)   price and speed of delivery are the determinant sales factors.F) A) and E)
G) A) and B)

Question 14

According to the eight-second rule,

Accepted Answer

A)   it only takes eight seconds for someone to learn how to navigate a marketer's website.
B)   any online purchase should take no more than eight seconds to complete.
C)   prospective customers will not wait longer than eight seconds for a response in a chat room.
D)   50 percent of online consumers will spend less than eight seconds "surfing" a website.
E)   customers will abandon a website if download time exceeds eight seconds.F) A) and C)
G) B) and E)

Question 15

OceanSpray.com has a website that describes the company's products.The website also includes nutritional information and recipes featuring Ocean Spray products.Since Ocean Spray products are available at nearly all supermarkets,there is no need to include dealer information.Ocean Spray uses a(n) __________ website.

Accepted Answer

A)   choiceboard
B)   conventional
C)   transactional
D)   promotional
E)   intermediaryF) A) and B)
G) None of the above

Question 16

Pizza Hut set out to reinvent the retail pizza business by breaking away from __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Accepted Answer

A)   a transformational; promotional
B)   a promotional; transactional
C)   a transactional; customer engagement
D)   an informational; transactional
E)   a customer engagement; transactionalF) C) and E)
G) A) and D)

Question 17

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that is based on

Accepted Answer

A)   offering the greatest selection.
B)   speeding up the delivery process.
C)   stored cookies.
D)   offering the best value for the price.
E)   creating a strong customer relationship.F) None of the above
G) B) and D)

Question 18

Consumers and companies populate two market environments today.One is the traditional __________ and the other is the __________.

Accepted Answer

A)   extranet; intranet
B)   superstore; hypermarket
C)   marketplace; marketspace
D)   shopping mall; virtual mall
E)   online store; virtual storeF) B) and E)
G) A) and E)

Question 19

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

Accepted Answer

A)   wiki
B)   social media
C)   choiceboard
D)   cookie
E)   collaborative filterF) All of the above
G) D) and E)

Question 20

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

Accepted Answer

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

Exam 18: Implementing Interactive and Multichannel Marketing

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought ....," you are seeing the application of

Correct Answer
verified

In terms of the online customer experience,customization refers to

Correct Answer
verified

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct Answer
verified

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

Correct Answer
verified

All of the following are motivators for showrooming except which?

Correct Answer
verified

Because online shoppers seek information,evaluate alternatives,and make purchase decisions on their own time,they are

Correct Answer
verified

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct Answer
verified

Correct Answer
verified

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes regularly purchased consumer-packaged goods such as personal care items for which

Correct Answer
verified

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that is based on

Correct Answer
verified

Consumers and companies populate two market environments today.One is the traditional and the other is the .

Correct Answer
verified

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

Correct Answer
verified

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

Correct Answer
verified

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

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 General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.This shows how electronic commerce contributes to customer value through the creation of

Correct Answer
verified

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct Answer
verified

According to the eight-second rule,

Correct Answer
verified

Compared to the general population,online consumers tend to be

Correct Answer
verified

Which of the following is not a motivation for webrooming?

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought ....," you are seeing the application of

Correct AnswerverifiedShow Answer

In terms of the online customer experience,customization refers to

Correct AnswerverifiedShow Answer

Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are motivators for showrooming except which?

Correct AnswerverifiedShow Answer

Because online shoppers seek information,evaluate alternatives,and make purchase decisions on their own time,they are

Correct AnswerverifiedShow Answer

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes regularly purchased consumer-packaged goods such as personal care items for which

Correct AnswerverifiedShow Answer

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that is based on

Correct AnswerverifiedShow Answer

Consumers and companies populate two market environments today.One is the traditional __________ and the other is the __________.

Correct AnswerverifiedShow Answer

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

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 General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.This shows how electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

Pizza Hut set out to reinvent the retail pizza business by breaking away from __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct AnswerverifiedShow Answer

According to the eight-second rule,

Correct AnswerverifiedShow Answer

Compared to the general population,online consumers tend to be

Correct AnswerverifiedShow Answer

Which of the following is not a motivation for webrooming?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Consumers and companies populate two market environments today.One is the traditional and the other is the .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified