Question 1

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

Question 2

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…",you are seeing the application of __________.

Accepted Answer

A)  real-time e-commerce
B)  connectivity
C)  interactive marketing
D)  personalization
E)  collaborative filteringF) A) and B)
G) B) and E)

Question 3

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

A)  Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
B)  The margins for online offerings are usually higher than those purchased in traditional marketplaces.
C)  Any price advantage for online purchases is lost in shipping and handling fees.
D)  The majority of the most popular items bought online can be purchased at the same price or cheaper than in retail stores.
E)  Dynamic pricing is the most commonly used pricing strategy for Internet purchases.F) None of the above
G) A) and C)

Question 4

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to demand and supply?

Accepted Answer

A)  yield management pricing
B)  experience curve pricing
C)  dynamic pricing
D)  cost-plus pricing
E)  skimming pricingF) C) and D)
G) None of the above

Question 5

A blog refers to

Accepted Answer

A)  a private online forum centered on a specific topic or theme.
B)  a running account of all purchases made at a single website.
C)  an online forum where people can discuss a wide variety of subjects.
D)  an itemized list of all website "hits" on an individual person including a short biographical summary.
E)  a web network that works as a family tree linking all members of a group or organization.F) C) and E)
G) A) and C)

Question 6

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 E)
G) A) and B)

Question 7

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free,travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used __________.

Accepted Answer

A)  opt-out marketing
B)  customerization
C)  viral marketing
D)  niche marketing
E)  buzz marketingF) A) and E)
G) C) and D)

Question 8

Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.

Accepted Answer

A)  cross-functional
B)  financial
C)  service-oriented
D)  informational
E)  promotionalF) B) and D)
G) B) and E)

Question 9

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

Accepted Answer

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

Question 10

Why would an online consumer want to use a bot?

Accepted Answer

A)  Bots help customers design one-of-a-kind products that fit their specific needs.
B)  Bots increase the selection of products and services from which online consumers can choose.
C)  Bots allow online consumers to engage in an electronic dialogue with marketers.
D)  Bots enhance the convenience of online shopping.
E)  Bots allow marketers to record an online consumer's visits to their websites.F) A) and B)
G) A) and E)

Question 11

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________.

Accepted Answer

A)  a manner of minutes
B)  real time
C)  click time
D)  virtual time
E)  bona fide timeF) All of the above
G) D) and E)

Question 12

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) C) and D)
G) A) and C)

Question 13

Pizza Hut's cost-conscious mothers look for a good quality product and __________.Deal-seeking young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value; coupons and extra servings
B)  a hassle-free eating experience; less time and cash invested
C)  the lowest price possible; a great social experience
D)  time with their children; the best price possible
E)  friendly environment; free,fast,and easy deliveryF) A) and E)
G) None of the above

Question 14

Pizza Hut's management team uses a __________ 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)  marketing matrix
B)  transfer template
C)  marketing dashboard
D)  information screen
E)  corporate dashboardF) A) and E)
G) B) and C)

Question 15

Six (6) general product and service categories dominate online consumer buying.One category includes items such as specialty foods and beverages when

Accepted Answer

A)  the items are unique.
B)  customer value is the most important element.
C)  price and delivery time are not key factors.
D)  digital delivery is an important factor.
E)  price and speed of delivery are the determinant sales factors.F) All of the above
G) A) and E)

Question 16

The growth trend in online shoppers and online retail sales

Accepted Answer

A)  didn't begin to show promise until 2007 when online security measures improved.
B)  grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
C)  has shown growth in both online shoppers and online retail sales year after year,and is expected to continue in that direction until 2015.
D)  grew slowly for the first three years,spiked dramatically in 2008-2009,but is expected to slow just as dramatically due to the economic downturn since 2010.
E)  grew slowly for the first three years,but has steadily declined since 2007,and is expected to continue to decline for the foreseeable future.F) D) and E)
G) C) and E)

Question 17

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) A) and D)

Question 18

A visitor to WWE.com will notice that all of the information contained within the website-there are no links to other websites.The website provides frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background.The WWE.com website is lacking __________,a website design element that influences customer experience.

Accepted Answer

A)  context
B)  communication
C)  commerce
D)  connection
E)  contentF) A) and B)
G) B) and D)

Question 19

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 choiceboards
C)  use niche marketing
D)  make the website content so compelling that viewers want to share it with others
E)  use permission marketingF) B) and D)
G) B) and C)

Question 20

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

A)  6
B)  60
C)  600
D)  6,000
E)  6 million FacebookF) None of the above
G) All of the above

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

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

Correct Answer
verified

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

Bots contribute to the convenience of online shopping because they

Correct Answer
verified

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

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

Six (6) general product and service categories dominate online consumer buying.One category includes items such as specialty foods and beverages when

Correct Answer
verified

Which of the following statements about cost and its impact on online shopping is most accurate?

Correct Answer
verified

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________.

Correct Answer
verified

Pizza Hut's management team uses a __________ 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

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…",you are seeing the application of __________.

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

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to demand and supply?

Correct Answer
verified

The growth trend in online shoppers and online retail sales

Correct Answer
verified

Why would an online consumer want to use a bot?

Correct Answer
verified

Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.

Correct Answer
verified

A blog refers to

Correct Answer
verified

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct AnswerverifiedShow Answer

Pizza Hut's cost-conscious mothers look for a good quality product and __________.Deal-seeking young adult males seek more of the food they love with __________ in the process.

Correct AnswerverifiedShow Answer

Bots contribute to the convenience of online shopping because they

Correct AnswerverifiedShow Answer

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

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

Six (6) general product and service categories dominate online consumer buying.One category includes items such as specialty foods and beverages when

Correct AnswerverifiedShow Answer

Which of the following statements about cost and its impact on online shopping is most accurate?

Correct AnswerverifiedShow Answer

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________.

Correct AnswerverifiedShow Answer

Pizza Hut's management team uses a __________ 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

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…",you are seeing the application of __________.

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

Which of the following pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets based solely in response to demand and supply?

Correct AnswerverifiedShow Answer

The growth trend in online shoppers and online retail sales

Correct AnswerverifiedShow Answer

Why would an online consumer want to use a bot?

Correct AnswerverifiedShow Answer

Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.

Correct AnswerverifiedShow Answer

A blog refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified