Question 1

Stickiness Marketing Dashboard
-Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes, (the second metric above) that is displayed on its marketing dashboard.For 2010 or "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A)   4.0 minutes
B)   4.5 minutes
C)   7.5 minutes
D)   9.0 minutes
E)   cannot be determinedF) A) and C)
G) A) and D)

Question 2

According to Ian Wolfman,"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) All of the above
G) B) and E)

Question 3

is particularly influential for which of the following items?

Accepted Answer

A)   toys, pharmaceuticals, motion pictures, and consumer electronics
B)   parenting, gardening, retirement funds, and health insurance
C)   funeral services, cruises, foreign travel, and higher education
D)   daycare, silver-plating, restaurants, and road paving
E)   tennis lessons, veterinarians, dance studios, and pressure washingF) C) and D)
G) C) and E)

Question 4

Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com) ,allows fellow HOG owners to communicate with each other.Because it supports the HOG group,the Harley-Davidson website has a __________ design element.

Accepted Answer

A)   context
B)   choice
C)   community
D)   convenience
E)   connectionF) A) and B)
G) C) and E)

Question 5

Word-of-mouth behavior in marketspace is referred to as __________.

Accepted Answer

A)   tweets
B)   buzz
C)   instant messaging
D)   blogging
E)   viral marketingF) A) and C)
G) A) and E)

Question 6

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

Question 7

gauge stickiness,a company monitors

Accepted Answer

A)   the average time it takes customers to make a purchase from the time they enter a website until they complete a financial transaction.
B)   the average time it takes for customers to move from one page of a website to another.
C)   the amount of time per month, in minutes, visitors spend on a company's website.
D)   the number of visits by a unique customer to the same website before an actual purchase is made.
E)   the total time, in hours and minutes, that it takes for a customer to make an online purchase.F) A) and D)
G) C) and E)

Question 8

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) __________; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked,online and single; and (6) ebivalent newbies.

Accepted Answer

A)   drifting surfers
B)   desktop veterans
C)   hunter-gatherers
D)   media movers
E)   digital collaboratorsF) D) and E)
G) A) and B)

Question 9

online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Accepted Answer

A)   multichannel
B)   cross-channel
C)   marketspace
D)   clicks and bricks
E)   casualF) C) and E)
G) B) and E)

Question 10

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Accepted Answer

A)   contentious relationship
B)   life reciprocity agreement
C)   joint partnership
D)   franchise contract
E)   collaborative relationshipF) B) and C)
G) A) and E)

Question 11

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Accepted Answer

A)   a web community
B)   spam
C)   a shopping bot
D)   a blog
E)   a web caféF) A) and D)
G) None of the above

Question 12

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A)   Eighty percent of online sales occur on weekdays.
B)   The busiest shopping day is Saturday.
C)   Only 20 percent of consumers say they visit websites from their place of work.
D)   Most people buy online when they are depressed.
E)   Favorite websites for workday shopping and buying feature shoes or work attire.F) B) and E)
G) C) and E)

Question 13

practice of changing prices for products and services 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 pricingF) D) and E)
G) All of the above

Question 14

According to the eight-second rule,

Accepted Answer

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

Question 15

People who referred 10 friends to the Procter & Gamble website for Physique shampoo (HYPERLINK "http://www.physique.com"www.physique.com) received a free,travel-size styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used __________.

Accepted Answer

A)   opt-out marketing
B)   customerization
C)   viral marketing
D)   niche marketing
E)   buzz marketingF) None of the above
G) B) and E)

Question 16

IVillage.com is an independent Web community for women,and includes topics such as career management,personal finances,parenting,relationships,beauty and health.This is an example of _______________,the fourth reason why consumers buy and shop online.

Accepted Answer

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

Question 17

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 change frequently.F) None of the above
G) B) and E)

Question 18

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)   media convergence 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) None of the above
G) A) and B)

Question 19

the six reasons why consumers shop and buy online.

Accepted Answer

The six reasons consumers shop...

Question 20

Customization refers to

Accepted Answer

A)   the specialization in one very small but highly sought-after specialty item.
B)   Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)   the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.
D)   items that are unique in every dimension rather than simply adapted according to limited features.
E)   novelty items used as sales promotions, such as cups, hats, etc., that will be imprinted with a company logo, colors and slogans, if applicable.F) B) and E)
G) A) and B)

Exam 21: Implementing Interactive and Multi-Channel Marketing

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

Correct Answer
verified

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Correct Answer
verified

interactive marketing,

Correct Answer
verified

According to Ian Wolfman,"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

gauge stickiness,a company monitors

Correct Answer
verified

Customization refers to

Correct Answer
verified

According to the eight-second rule,

Correct Answer
verified

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Correct Answer
verified

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

Correct Answer
verified

is particularly influential for which of the following items?

Correct Answer
verified

IVillage.com is an independent Web community for women,and includes topics such as career management,personal finances,parenting,relationships,beauty and health.This is an example of _______________,the fourth reason why consumers buy and shop online.

Correct Answer
verified

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Correct Answer
verified

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

Correct Answer
verified

Word-of-mouth behavior in marketspace is referred to as __________.

Correct Answer
verified

Correct Answer
verified

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) __________; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked,online and single; and (6) ebivalent newbies.

Correct Answer
verified

Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com) ,allows fellow HOG owners to communicate with each other.Because it supports the HOG group,the Harley-Davidson website has a __________ design element.

Correct Answer
verified

online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Correct Answer
verified

Correct Answer
verified

the six reasons why consumers shop and buy online.

Correct Answer
verified
The six reasons consumers shop...
View Answer

Exam 21: Implementing Interactive and Multi-Channel Marketing

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

Correct AnswerverifiedShow Answer

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Correct AnswerverifiedShow Answer

interactive marketing,

Correct AnswerverifiedShow Answer

According to Ian Wolfman,"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

gauge stickiness,a company monitors

Correct AnswerverifiedShow Answer

Customization refers to

Correct AnswerverifiedShow Answer

According to the eight-second rule,

Correct AnswerverifiedShow Answer

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

IVillage.com is an independent Web community for women,and includes topics such as career management,personal finances,parenting,relationships,beauty and health.This is an example of _______________,the fourth reason why consumers buy and shop online.

Correct AnswerverifiedShow Answer

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Word-of-mouth behavior in marketspace is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) __________; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked,online and single; and (6) ebivalent newbies.

Correct AnswerverifiedShow Answer

Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com) ,allows fellow HOG owners to communicate with each other.Because it supports the HOG group,the Harley-Davidson website has a __________ design element.

Correct AnswerverifiedShow Answer

online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

the six reasons why consumers shop and buy online.

Correct AnswerverifiedThe six reasons consumers shop...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

According to Ian Wolfman,"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

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
verified

Correct Answer
verified
The six reasons consumers shop...
View Answer