Question 1

Which of the following characteristics of online shopping contributes to its convenience?

Accepted Answer

A)  Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines.
B)  Consumers can avail themselves of numerous websites for almost any product or service they want.
C)  Consumers who prefer one-of-a-kind items that fit their specific needs can create them online.
D)  Consumers can engage in an electronic dialogue with marketers.
E)  Consumers are in charge in the marketspace.

Question 2

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 consumers buy and shop online.

Accepted Answer

A)  convenience
B)  choice
C)  customization
D)  control
E)  communication

Question 3

Those people who object to cookies are most likely concerned with

Accepted Answer

A)  costs.
B)  privacy.
C)  spam.
D)  viruses.
E)  information overload.

Question 4

Personalization refers to

Accepted Answer

A)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D)  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.
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 5

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as

Accepted Answer

A)  the stickiness guideline.
B)  the 80/20 principle.
C)  the eight-second rule.
D)  the law of limited patience.
E)  the expedience factor.

Question 6

Seven Cycles uses __________ to create customer value, build relationships, and produce customer experiences in novel ways.

Accepted Answer

A)  the Internet
B)  just-in-time delivery
C)  marketing dashboards
D)  logistics management
E)  its own retail stores exclusively

Question 7

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Accepted Answer

A)  form utility.
B)  time utility.
C)  price utility.
D)  place utility.
E)  possession utility.

Question 8

Promotional websites generate interest in and trial of a company's products and services by

Accepted Answer

A)  providing access to human service representatives to assist in making purchases.
B)  accommodating interactive communication initiated by a company's employees, investors, and suppliers.
C)  converting online browsers into online buyers.
D)  providing information on how items can be used and where they can be purchased.
E)  obtaining information on customer preferences and buying habits.

Question 9

What is the technology called that 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)  spiders
B)  worms
C)  cookies
D)  trackers
E)  spies

Question 10

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)  75

Question 11

The view that holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of

Accepted Answer

A)  customerization.
B)  control.
C)  convenience.
D)  utilitarianism.
E)  marketplace value.

Question 12

Which of the following statements regarding online consumers is most accurate?

Accepted Answer

A)  With the exception of the setting used to make the exchange (online versus retail store) , the profile of an online customer is almost identical to the traditional shopper.
B)  Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
C)  The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39.
D)  Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax.
E)  Many people are put off by the difficulty in navigating so many new websites.

Question 13

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.

Question 14

Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover 14 pictures that make lavish use of color. The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of

Accepted Answer

A)  context.
B)  commerce.
C)  communication.
D)  connection.
E)  customization.

Question 15

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Accepted Answer

A)  convenience.
B)  choice.
C)  cost.
D)  customization.
E)  control.

Question 16

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. 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)  convenience.

Question 17

There are three approaches to viral marketing. Marketers can: (1)  embed a message in the product or service, (2)  __________, and (3)  offer incentives for referrals.

Accepted Answer

A)  use customerization
B)  use choice boards
C)  use niche marketing
D)  make the website content so compelling that viewers want to share it with others
E)  use permission marketing

Question 18

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

Accepted Answer

A)  to create competition with its intermediaries.
B)  to create additional promotional opportunities for its partners.
C)  to limit completion among its retail partners.
D)  to not violate the relationship with trade partners, and thus avoiding channel conflict.
E)  to create additional transactional opportunities.

Question 19

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 online 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.

Question 20

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

Accepted Answer

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

Exam 21: Implementing Interactive and Multichannel Marketing

Correct Answer
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The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Correct Answer
verified

Promotional websites generate interest in and trial of a company's products and services by

Correct Answer
verified

What is the technology called that 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

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

Correct Answer
verified

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service, (2) __________, and (3) offer incentives for referrals.

Correct Answer
verified

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as

Correct Answer
verified

Which of the following characteristics of online shopping contributes to its convenience?

Correct Answer
verified

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Seven Cycles uses __________ to create customer value, build relationships, and produce customer experiences in novel ways.

Correct Answer
verified

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

Correct Answer
verified

Those people who object to cookies are most likely concerned with

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 consumers buy and shop online.

Correct Answer
verified

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

Correct Answer
verified

Which of the following statements regarding online consumers is most accurate?

Correct Answer
verified

Correct Answer
verified

The view that holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of

Correct Answer
verified

Personalization refers to

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Correct AnswerverifiedShow Answer

Promotional websites generate interest in and trial of a company's products and services by

Correct AnswerverifiedShow Answer

What is the technology called that 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

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

Correct AnswerverifiedShow Answer

There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service, (2) __________, and (3) offer incentives for referrals.

Correct AnswerverifiedShow Answer

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as

Correct AnswerverifiedShow Answer

Which of the following characteristics of online shopping contributes to its convenience?

Correct AnswerverifiedShow Answer

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Seven Cycles uses __________ to create customer value, build relationships, and produce customer experiences in novel ways.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Those people who object to cookies are most likely concerned with

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 consumers buy and shop online.

Correct AnswerverifiedShow Answer

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

Which of the following statements regarding online consumers is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The view that holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of

Correct AnswerverifiedShow Answer

Personalization refers to

Correct AnswerverifiedShow Answer

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