Question 1

In terms of website design and the online customer experience,community refers to

Accepted Answer

A)  an information system where anyone can post content depending upon his or her level of self-disclosure.
B)  websites that allow people to congregate in online chat rooms to exchange views on topics of common interest.
C)  a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals.
D)  user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships.
E)  a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.F) A) and B)
G) C) and D)

Question 2

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

Accepted Answer

A)  desktop veterans
B)  e-bivalent newbies
C)  media movers
D)  drifting surfers
E)  digital collaboratorsF) B) and D)
G) A) and D)

Question 3

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as __________.

Accepted Answer

A)  customerization
B)  viral marketing
C)  communication
D)  spam
E)  buzzF) A) and B)
G) None of the above

Question 4

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to (1) influence the timing and extent of the buyer-seller interaction and (2) __________,the information they receive,and in some cases,the prices they pay.

Accepted Answer

A)  demand product quality and timely service
B)  shop confidently without fear of identity theft
C)  speed up the click-through process
D)  have a say in the kind of products and services they buy
E)  comparison shop with the prices of competitors alongside those of the firmF) A) and E)
G) A) and D)

Question 5

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

Question 6

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection;and (7) commerce.

Accepted Answer

A)  content
B)  creativity
C)  consistency
D)  collaboration
E)  controlF) D) and E)
G) C) and E)

Question 7

In terms of the online customer experience,customization refers to

Accepted Answer

A)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B)  the website's ability to conduct sales transactions for products and services.
C)  an interactive,Internet-enabled system that allows individual customers to design their own products and services.
D)  a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design.
E)  the ability of a website to modify itself to,or be modified by,each individual user.F) All of the above
G) A) and E)

Question 8

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)  social media
D)  cookies
E)  collaborative filtersF) A) and B)
G) A) and C)

Question 9

Bots contribute to the convenience of online shopping because they

Accepted Answer

A)  reduce time spent online.
B)  allow customers to make online comparisons of prices and product features.
C)  permit customers to design one-of-a-kind items that fit their specific needs.
D)  allow customers to engage in an electronic dialogue with marketers.
E)  offer customers almost any product or service they want.F) B) and C)
G) A) and D)

Question 10

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;communityF) C) and D)
G) None of the above

Question 11

The home page for TheKnot.com,a website for locating everything needed for a wedding.The site contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ design element.

Accepted Answer

A)  convenience
B)  connection
C)  control
D)  community
E)  communicationF) A) and E)
G) A) and D)

Question 12

To gauge stickiness,a company monitors

Accepted Answer

A)  the average time it takes customers to make a purchase from the time they logon to a website to the time they logoff.
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) C) and D)
G) All of the above

Question 13

One category product and service category that dominates online consumer buying consists of highly standardized products and services,such as small appliances and casual apparel,for which

Accepted Answer

A)  audio or video demonstration is important.
B)  price and delivery time are not key factors.
C)  digital delivery is an important factor.
D)  assortment and speed of delivery are the determinant sales factors.
E)  information about price is important.F) B) and C)
G) A) and B)

Question 14

Internet-enabled software permits the practice of Delta Airlines 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)  controlF) A) and E)
G) A) and D)

Question 15

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Accepted Answer

A)  offering the greatest selection
B)  speed up the delivery process
C)  saved preferences
D)  offering the best value for the price
E)  create strong customer relationshipF) C) and D)
G) None of the above

Question 16

Bots refer to

Accepted Answer

A)  web pages that serve as publicly accessible personal journal for an individual or organization.
B)  computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website.
C)  electronic shopping agents that comb websites to compare prices and product or service features.
D)  filters that reduce the number of unsolicited messages allowed into an individual's e-mail account.
E)  interactive Internet-enabled systems that allow individual customers to design their own products and services.F) A) and B)
G) B) and C)

Question 17

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A)  interface
B)  cross-channel shopper
C)  behavioral targeting
D)  symbiotic
E)  multichannelF) A) and D)
G) None of the above

Question 18

Consider Figure 21-2 above."A" refers to which of the following website design elements?

Accepted Answer

A)  content
B)  community
C)  commerce
D)  context
E)  connectionF) All of the above
G) C) and D)

Question 19

Viral marketing refers to

Accepted Answer

A)  an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B)  malicious malware that is used to create doppelgangers on competitors' websites.
C)  a subversive program that automatically transfers viruses from one website to another.
D)  an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs.
E)  an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.F) A) and B)
G) B) and E)

Question 20

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)  convenience
E)  controlF) C) and D)
G) B) and E)

Exam 21: Implementing Interactive and Multichannel Marketing

Internet-enabled software permits the practice of Delta Airlines 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

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

Correct Answer
verified

Viral marketing refers to

Correct Answer
verified

Correct Answer
verified

Consider Figure 21-2 above."A" refers to which of the following website design elements?

Correct Answer
verified

Bots refer to

Correct Answer
verified

In terms of website design and the online customer experience,community refers to

Correct Answer
verified

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct Answer
verified

Bots contribute to the convenience of online shopping because they

Correct Answer
verified

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as __________.

Correct Answer
verified

One category product and service category that dominates online consumer buying consists of highly standardized products and services,such as small appliances and casual apparel,for which

Correct Answer
verified

In terms of the online customer experience,customization refers to

Correct Answer
verified

Correct Answer
verified

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Correct Answer
verified

To gauge stickiness,a company monitors

Correct Answer
verified

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

Correct Answer
verified

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 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

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection;and (7) commerce.

Correct Answer
verified

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

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

Internet-enabled software permits the practice of Delta Airlines 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

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

Correct AnswerverifiedShow Answer

Viral marketing refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consider Figure 21-2 above."A" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Bots refer to

Correct AnswerverifiedShow Answer

In terms of website design and the online customer experience,community refers to

Correct AnswerverifiedShow Answer

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct AnswerverifiedShow Answer

Bots contribute to the convenience of online shopping because they

Correct AnswerverifiedShow Answer

Internet-enabled technology employed in transmitting information from marketer-to-consumer,consumer-to-consumer,and consumer-to-marketer is referred to as __________.

Correct AnswerverifiedShow Answer

One category product and service category that dominates online consumer buying consists of highly standardized products and services,such as small appliances and casual apparel,for which

Correct AnswerverifiedShow Answer

In terms of the online customer experience,customization refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

Correct AnswerverifiedShow Answer

To gauge stickiness,a company monitors

Correct AnswerverifiedShow Answer

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

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

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

Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection;and (7) commerce.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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verified

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 Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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