Question 1

Two unique capabilities of Internet technology, __________ and __________, promote and sustain customer relationships.

Accepted Answer

A)  choice; control
B)  cost; convenience
C)  interactivity; individuality
D)  communication; information
E)  choiceboards; collaborative filteringF) A) and D)
G) All of the above

Question 2

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

Accepted Answer

A)  time utility
B)  price utility
C)  form utility
D)  possession utility
E)  place utilityF) A) and E)
G) A) and B)

Question 3

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) C) and D)

Question 4

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.Key term definition - interactive marketing.F) A) and B)
G) A) and C)

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 description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. If the individual has to stop looking before seeing all the relevant jobs, Monster.com will remember where he or she left off. Monster.com uses consumer-initiated practice of __________.

Accepted Answer

A)  choiceboard
B)  collaborative filter
C)  individualization
D)  personalization
E)  permission marketingF) A) and E)
G) All of the above

Question 6

How are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e...

Question 7

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Accepted Answer

A)  connectivity
B)  customerization
C)  customization
D)  communication
E)  convenienceF) None of the above
G) All of the above

Question 8

Levi's Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut) , coloration (dark used, mid used) , button and rivet colors (gold, silver, bronze) , inseam length, and extra treatments (sanding, paint drips) . From start to delivery takes about a month's time. This describes one example of why consumers shop and shop and buy online, which is

Accepted Answer

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

Question 9

Those people who object to cookies are most likely concerned with __________.

Accepted Answer

A)  costs
B)  privacy
C)  spam
D)  viruses
E)  information overloadF) A) and E)
G) A) and C)

Question 10

The typical Internet mom is

Accepted Answer

A)  23 years old, taking college classes online, and has an infant or toddler at home.
B)  28 years old, a college graduate, recently remarried, and the mother of a blended family.
C)  35 years old, a high school graduate, and a single parent working outside the home.
D)  38 years old, married, a college graduate, and working outside the home.
E)  43 years old, recently divorced, children starting college, and working part-timeF) A) and C)
G) B) and C)

Question 11

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

Accepted Answer

A)  multichannel marketing
B)  strategic channel alliances
C)  dual-track reselling
D)  dual distribution
E)  retail segmentationF) A) and D)
G) A) and E)

Question 12

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Accepted Answer

A)  a choiceboard
B)  collaborative filtering
C)  connectivity
D)  interactive marketing
E)  personalizationF) C) and E)
G) A) and B)

Question 13

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun...

Question 14

-Consider Figure 18-2 above. B refers to which of the following website design elements?

Accepted Answer

A)  context
B)  content
C)  commerce
D)  customization
E)  connectionF) B) and C)
G) None of the above

Question 15

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Accepted Answer

A)  context; content
B)  communication; context
C)  commerce; customization
D)  communication; connection
E)  content; communityF) A) and E)
G) A) and B)

Question 16

Which of these may be a reason why consumers do NOT shop and buy online?

Accepted Answer

A)  bots
B)  buzz
C)  spam
D)  cookies
E)  interstitialsF) A) and E)
G) B) and E)

Question 17

Collaborative filtering refers to

Accepted Answer

A)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B)  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.
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) B) and E)
G) A) and C)

Question 18

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) B) and E)
G) C) and D)

Question 19

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park.

Accepted Answer

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

Question 20

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) None of the above
G) All of the above

Exam 18: Implementing Interactive and Multichannel Marketing

How are transactional and promotional websites different?

Correct Answer
verified
Transactional websites are essentially e...
View Answer

In terms of the online customer experience, context refers to

Correct Answer
verified

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of and balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct Answer
verified

With interactive marketing,

Correct Answer
verified

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of these may be a reason why consumers do NOT shop and buy online?

Correct Answer
verified

-Consider Figure 18-2 above. B refers to which of the following website design elements?

Correct Answer
verified

Define spam and viral marketing.

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

Those people who object to cookies are most likely concerned with __________.

Correct Answer
verified

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Correct Answer
verified

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

The typical Internet mom is

Correct Answer
verified

Two unique capabilities of Internet technology, and , promote and sustain customer relationships.

Correct Answer
verified

Collaborative filtering refers to

Correct Answer
verified

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

How are transactional and promotional websites different?

Correct AnswerverifiedTransactional websites are essentially e...View AnswerShow Answer

In terms of the online customer experience, context refers to

Correct AnswerverifiedShow Answer

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct AnswerverifiedShow Answer

With interactive marketing,

Correct AnswerverifiedShow Answer

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of these may be a reason why consumers do NOT shop and buy online?

Correct AnswerverifiedShow Answer

-Consider Figure 18-2 above. B refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Define spam and viral marketing.

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

Those people who object to cookies are most likely concerned with __________.

Correct AnswerverifiedShow Answer

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Correct AnswerverifiedShow Answer

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

The typical Internet mom is

Correct AnswerverifiedShow Answer

Two unique capabilities of Internet technology, __________ and __________, promote and sustain customer relationships.

Correct AnswerverifiedShow Answer

Collaborative filtering refers to

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified
Transactional websites are essentially e...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of and balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Two unique capabilities of Internet technology, and , promote and sustain customer relationships.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified