Question 1

How are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e...

Question 2

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction.It has more than 300,000 members who can share,create,and moderate content,as well as recommend products.This website is an example of

Accepted Answer

A)   spam.
B)   a shopping bot.
C)   a web community.
D)   a blog.
E)   a web café.

Question 3

The solicitation of a consumer's consent (called "opt-in") to receive email and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A)   collaborative marketing.
B)   personalization.
C)   viral marketing.
D)   choiceboards.
E)   permission marketing.

Question 4

To gauge stickiness,a company monitors

Accepted Answer

A)   the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
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.

Question 5

Since promotions are an important expectation in pizza purchasing,Pizza Hut's __________ and __________ website design elements 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; community

Question 6

Which of the following is an approach to viral marketing?

Accepted Answer

A)   embed a message in the product or service so that customers hardly realize they are passing it along
B)   use customerization to impact customer satisfaction
C)   employ choiceboards to allow consumers an easy way to share information
D)   use niche marketing to attract customers that are likely to be opinion leaders
E)   use permission marketing to avoid sending commercial messages to those who do not want them

Question 7

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.

Question 8

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future.One category contains unique items such as

Accepted Answer

A)   gifts.
B)   computers.
C)   consumer packaged goods.
D)   home furnishings.
E)   books and music.

Question 9

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items like computers,consumer electronics,and books for which

Accepted Answer

A)   digital delivery is an important factor as well as post-purchase support services.
B)   price and speed of delivery are the determinant sales factors.
C)   convenience is very important, even more so than price or quality.
D)   product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical.
E)   price and delivery time are not key factors, but product warranties are very important.

Question 10

A visitor to the Tupperware website,Tupperware.com,can select and buy products to be sent anywhere in the United States.This is an example of a __________ website.

Accepted Answer

A)   portal
B)   promotional
C)   transactional
D)   multichannel
E)   direct sales

Question 11

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)   personalization.

Question 12

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Accepted Answer

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

Question 13

The benefit of customization in the online environment is that

Accepted Answer

A)   a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
B)   it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
C)   it protects online consumer privacy about the customized products and services they desire.
D)   it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site.
E)   it reduces costs and wasted coverage both for the buyer and seller.

Question 14

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 15

Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 reports that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Accepted Answer

A)   50 percent; women between the ages of 45 and 65
B)   40 percent; teenagers from 13 to 17
C)   30 percent; mature women 50 years and older
D)   25 percent; customers from rural communities
E)   60 percent; men

Question 16

Mars,Inc.uses __________ technology to help customers decorate M&M's with personal photos and messages.

Accepted Answer

A)   bot
B)   cookie
C)   choiceboard
D)   filtering
E)   print screen

Question 17

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Accepted Answer

Cookies are computer files that a market...

Question 18

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Accepted Answer

Customer experience is defined as the su...

Question 19

Figure 18-1 
-Consider Figure 18 -1.B refers to which of the following website design elements?

Accepted Answer

A)   context
B)   content
C)   commerce
D)   customization
E)   connection

Question 20

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as

Accepted Answer

A)   cookies.
B)   weblinks.
C)   intranets.
D)   extranets.
E)   bots.

Exam 18: Implementing Interactive and Multichannel Marketing

The benefit of customization in the online environment is that

Correct AnswerverifiedShow Answer

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Correct AnswerverifiedCustomer experience is defined as the su...View AnswerShow Answer

Figure 18-1 -Consider Figure 18 -1.B refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

To gauge stickiness,a company monitors

Correct AnswerverifiedShow Answer

A visitor to the Tupperware website,Tupperware.com,can select and buy products to be sent anywhere in the United States.This is an example of a __________ website.

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

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future.One category contains unique items such as

Correct AnswerverifiedShow Answer

The solicitation of a consumer's consent (called "opt-in") to receive email and advertising based on personal data supplied by the consumer is referred to as

Correct AnswerverifiedShow Answer

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items like computers,consumer electronics,and books for which

Correct AnswerverifiedShow Answer

Since promotions are an important expectation in pizza purchasing,Pizza Hut's __________ and __________ website design elements 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

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction.It has more than 300,000 members who can share,create,and moderate content,as well as recommend products.This website is an example of

Correct AnswerverifiedShow Answer

Which of the following is an approach to viral marketing?

Correct AnswerverifiedShow Answer

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

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

How are transactional and promotional websites different?

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

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Correct AnswerverifiedShow Answer

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as

Correct AnswerverifiedShow Answer

Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 reports that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Correct AnswerverifiedShow Answer

Mars,Inc.uses __________ technology to help customers decorate M&M's with personal photos and messages.

Correct AnswerverifiedShow Answer

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Correct AnswerverifiedCookies are computer files that a market...View AnswerShow Answer

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

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Transactional websites are essentially e...
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Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 reports that of its website customers are ,most of whom generate new sales volume for the company.

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Cookies are computer files that a market...
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