Question 1

Research,in their research for Disney Online,identified four segments of mothers based on their Internet usage.The first three segments,which accounted for 77 percent of online moms,were composed of

Accepted Answer

A)   Yes Mom, Mrs. Net Skeptic mom, and Tech Nester mom.
B)   Mrs. Net Skeptic mom, Tech Nester mom, and Passive Under Pressure mom.
C)   Yes Mom, Mrs. Net Skeptic mom, and Passive Under Pressure mom.
D)   Yes Mom, Tech Nester mom, and Passive Under Pressure mom.
E)   Mrs. Net Skeptic mom, Passive Under Pressure, and Yes Mom.F) A) and D)
G) C) and D)

Question 2

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Accepted Answer

A)   consumer electronics
B)   apparel, footwear, and accessories
C)   food and beverages
D)   music and video
E)   appliances and home improvementF) B) and C)
G) C) and D)

Question 3

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Accepted Answer

A)   1
B)   2
C)   3
D)   4
E)   5F) A) and B)
G) A) and D)

Question 4

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)   wikis
B)   choiceboards
C)   RSS feeds
D)   cookies
E)   collaborative filtersF) A) and D)
G) A) and E)

Question 5

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer.

Accepted Answer

A)   dispense
B)   recommend
C)   finance
D)   distribute
E)   customizeF) A) and B)
G) B) and E)

Question 6

Monster.com is a leading online job-hunting website.A person looking for a new job does not have to look at every listing on the website.Instead,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.Monster.com uses consumer-initiated __________.

Accepted Answer

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

Question 7

of the reasons for the continued success of Zappos.com is

Accepted Answer

A)   chat assistance.
B)   blog assistance.
C)   tweet assistance.
D)   choice assistance.
E)   bot assistance.F) A) and E)
G) B) and C)

Question 8

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) D) and E)

Question 9

Which of the online consumer lifestyle segments spends the most time online?

Accepted Answer

A)   ebivalent newbies
B)   click-and-mortar
C)   hooked, online, and single
D)   brand loyalists
E)   time-sensitive materialistsF) A) and D)
G) B) and E)

Question 10

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 D)
G) A) and B)

Question 11

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b...

Question 12

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

Accepted Answer

A)   trash mail.
B)   outlaw mail.
C)   Web waste.
D)   spam.
E)   viral marketing.F) C) and D)
G) A) and B)

Question 13

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category

Accepted Answer

A)   are highly standardized.
B)   require audio or video demonstration.
C)   do not require pre-purchase trial.
D)   can be delivered inexpensively through bulk mail.
E)   are purchased mainly on the basis of price.F) A) and C)
G) A) and D)

Question 14

terms of the online customer experience,connection is defined as the

Accepted Answer

A)   the network of formal linkages between a company's website and other sites.
B)   the text, pictures, sound, and videos that the website contains.
C)   the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.) .
D)   the speed and ease with which a customer can move between pages on a website.
E)   the website's ability to tailor itself to different users or to allow users to personalize the site.F) All of the above
G) B) and C)

Question 15

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Accepted Answer

A)   20 percent
B)   37 percent
C)   45 percent
D)   51 percent
E)   75 percentF) C) and E)
G) D) and E)

Question 16

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 the offer will be matched.
D)   shoppers from one country who make online purchases from a company in a different country.
E)   shoppers who purchase products under different screen names or avatars in order to protect their privacy.F) B) and C)
G) All of the above

Question 17

Cookies refer to

Accepted Answer

A)   computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website.
B)   embedded programs that flash split-second subliminal messages at regular intervals.
C)   benign threads that direct a customer to alternate websites that might be of interest to them.
D)   embedded programs that follow a user's path from one site to another in order to determine where else a customer shops.
E)   spyware used to retrieve personal information from a person's computer.F) A) and E)
G) A) and D)

Question 18

Pizza Hut designed its marketing website,it wanted to make it as easy and user-friendly as possible.In particular,it did not require repeat customers to have to enter in their addresses,telephone numbers,and payment options every time they make an online purchase.Rather,it wanted its website to recognize each customer by name every time he or she visited the site to place an order.The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order.To accomplish this task,Pizza Hut used a __________.

Accepted Answer

A)   cookie
B)   portal
C)   gopher
D)   spider
E)   botF) C) and D)
G) A) and D)

Question 19

Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales.

Accepted Answer

A)   two
B)   three
C)   five
D)   seven
E)   tenF) A) and B)
G) B) and D)

Question 20

Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

Accepted Answer

A)   extranet
B)   intranet
C)   marketplace
D)   marketspace
E)   web portalF) C) and D)
G) A) and E)

Exam 21: Implementing Interactive and Multi-Channel Marketing

Which of the online consumer lifestyle segments spends the most time online?

Correct Answer
verified

terms of the online customer experience,connection is defined as the

Correct Answer
verified

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Correct Answer
verified

Cookies refer to

Correct Answer
verified

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer.

Correct Answer
verified

Correct Answer
verified

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct Answer
verified

Correct Answer
verified

cross-channel shopper refers to

Correct Answer
verified

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Correct Answer
verified

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Correct Answer
verified

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

Correct Answer
verified

Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

Correct Answer
verified

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category

Correct Answer
verified

Explain the four ways the marketspace creates value for consumers.

Correct Answer
verified
The marketspace creates customer value b...
View Answer

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

Correct Answer
verified

of the reasons for the continued success of Zappos.com is

Correct Answer
verified

Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales.

Correct Answer
verified

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

Correct Answer
verified

Research,in their research for Disney Online,identified four segments of mothers based on their Internet usage.The first three segments,which accounted for 77 percent of online moms,were composed of

Correct Answer
verified

Exam 21: Implementing Interactive and Multi-Channel Marketing

Which of the online consumer lifestyle segments spends the most time online?

Correct AnswerverifiedShow Answer

terms of the online customer experience,connection is defined as the

Correct AnswerverifiedShow Answer

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Correct AnswerverifiedShow Answer

Cookies refer to

Correct AnswerverifiedShow Answer

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

cross-channel shopper refers to

Correct AnswerverifiedShow Answer

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Correct AnswerverifiedShow Answer

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category

Correct AnswerverifiedShow Answer

Explain the four ways the marketspace creates value for consumers.

Correct AnswerverifiedThe marketspace creates customer value b...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

of the reasons for the continued success of Zappos.com is

Correct AnswerverifiedShow Answer

Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Research,in their research for Disney Online,identified four segments of mothers based on their Internet usage.The first three segments,which accounted for 77 percent of online moms,were composed of

Correct AnswerverifiedShow Answer

Correct Answer
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The marketspace creates customer value b...
View Answer

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

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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