Question 1

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason why consumers buy and shop online.

Accepted Answer

A)  convenience
B)  choice
C)  customization
D)  control
E)  communicationF) B) and D)
G) C) and D)

Question 2

What is the standard for measuring a meaningful marketspace company presence?

Accepted Answer

A)  the sales compared to the marketplace alternative in a multichannel marketing context
B)  the quality of the website design
C)  the shopping cart
D)  the quality of the customer experience
E)  the eight second ruleF) A) and D)
G) B) and D)

Question 3

A recent Disney Online M.O.M. (Mom on a Mission)  study found that today's mother __________.

Accepted Answer

A)  finds the Internet more of a distraction, interrupting time that she could spend with her family
B)  goes online with a specific task or goal in mind
C)  spends an average of almost 20 hours online per week
D)  spends most of her time online between the hours of 6:00 p.m. and 11:00 p.m.
E)  does not use the Internet to search for information about her child's/children's healthF) A) and B)
G) C) and E)

Question 4

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 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) C) and D)

Question 5

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. Uses 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) D) and E)
G) B) and D)

Question 6

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Accepted Answer

A)  connectivity
B)  customerization
C)  customer digitalization
D)  online facilitation
E)  intermediationF) B) and D)
G) A) and D)

Question 7

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for __________.

Accepted Answer

A)  customerization
B)  control
C)  convenience
D)  utilitarianism
E)  marketplace valueF) B) and D)
G) A) and B)

Question 8

Internet-enabled technologies provide communication capabilities that take three forms. They are

Accepted Answer

A)  a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal.
B)  marketer-to-consumer e-mail notification, telephone-based customer service, and order processing via PayPal.
C)  consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and telephone-based customer service.
D)  recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notification.
E)  marketer-to-consumer e-mail notification, consumer-to-marketer buying and service requests, and consumer-to-consumer chat rooms, instant messaging, and social networking websites.F) B) and E)
G) All of the above

Question 9

About __________ of Internet users ages 15 and older shop online in the United States.

Accepted Answer

A)  19%
B)  29%
C)  48%
D)  67%
E)  90%F) A) and B)
G) A) and C)

Question 10

A company that successfully employs permission marketing adheres to three rules: (1)  opt-in customers only receive information that is relevant or meaningful to them; (2)  __________; and (3)  their customers are assured that their name or buyer profile data will not be sold or shared with others.

Accepted Answer

A)  customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online
B)  customers will be protected from identity theft for any product purchased from its website
C)  opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors
D)  customers are given the option of opting out, or changing the kind, amount, or timing of information set to them
E)  the firm will never buy marketing lists from other companies that may contain their personal informationF) C) and D)
G) All of the above

Question 11

Five general product and service categories dominate online consumer buying, accounting for about two-thirds 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 D)
G) D) and E)

Question 12

A cross-channel shopper refers to

Accepted Answer

A)  the online consumer who researches products online and then purchases them at a retail store.
B)  the online consumer who purchases a product online and then returns it at a retail store for store credit.
C)  a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer.
D)  shoppers from one country who make online purchases from a company in a different country.
E)  a shopper that visits a retail store to inspect merchandise, with the intention of purchasing the merchandise onlineF) C) and E)
G) C) and D)

Question 13

There are six (6) 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 (6) general product and service ...

Question 14

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.

Accepted Answer

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

Question 15

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and 30 international distributors in 40 countries.

Accepted Answer

A)  contentious relationship
B)  reciprocity agreement
C)  joint venture
D)  franchise contract
E)  collaborative relationshipF) A) and B)
G) None of the above

Question 16

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

Question 17

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

Accepted Answer

A)  35
B)  46
C)  55
D)  64
E)  75F) A) and B)
G) None of the above

Question 18

The communication capabilities of Internet-enabled technologies take three forms: (1)  __________; (2)  consumer-to-marketer buying and service requests; and (3)  consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Accepted Answer

A)  marketer-to-consumer e-mail notification
B)  government-to-marketer Do Not Spam monitoring
C)  phishing and spamming whistleblowing
D)  online colonies
E)  web-to-web customer exchangesF) A) and D)
G) B) and D)

Question 19

When a shopper visits a retail store to inspect merchandise, but then purchases the merchandise online, it is referred to as __________.

Accepted Answer

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

Question 20

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Accepted Answer

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

Exam 18: Implementing Interactive and Multichannel Marketing

The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Correct Answer
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Correct Answer
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When a shopper visits a retail store to inspect merchandise, but then purchases the merchandise online, it is referred to as __________.

Correct Answer
verified

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Correct Answer
verified

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Correct Answer
verified

Correct Answer
verified

There are six (6) 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 (6) general product and service ...
View Answer

A cross-channel shopper refers to

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

About __________ of Internet users ages 15 and older shop online in the United States.

Correct Answer
verified

Correct Answer
verified

Internet-enabled technologies provide communication capabilities that take three forms. They are

Correct Answer
verified

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and 30 international distributors in 40 countries.

Correct Answer
verified

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

Correct Answer
verified

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for __________.

Correct Answer
verified

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Correct Answer
verified

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason why consumers buy and shop online.

Correct Answer
verified

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

Correct Answer
verified

What is the standard for measuring a meaningful marketspace company presence?

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When a shopper visits a retail store to inspect merchandise, but then purchases the merchandise online, it is referred to as __________.

Correct AnswerverifiedShow Answer

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

Correct AnswerverifiedShow Answer

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

There are six (6) 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 (6) general product and service ...View AnswerShow Answer

A cross-channel shopper refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

About __________ of Internet users ages 15 and older shop online in the United States.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Internet-enabled technologies provide communication capabilities that take three forms. They are

Correct AnswerverifiedShow Answer

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and 30 international distributors in 40 countries.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for __________.

Correct AnswerverifiedShow Answer

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Correct AnswerverifiedShow Answer

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason why consumers buy and shop online.

Correct AnswerverifiedShow Answer

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

Correct AnswerverifiedShow Answer

What is the standard for measuring a meaningful marketspace company presence?

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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The six (6) general product and service ...
View Answer

Correct Answer
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Correct Answer
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