Question 1

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)   16
B)   60
C)   600
D)   6,000
E)   6 millionF) A) and B)
G) B) and E)

Question 2

A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.

Accepted Answer

A)   commerce
B)   context
C)   community
D)   content
E)   connectionF) None of the above
G) A) and B)

Question 3

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.F) A) and E)
G) A) and B)

Question 4

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Accepted Answer

A)   context
B)   customization
C)   content
D)   communication
E)   connectionF) A) and C)
G) C) and E)

Question 5

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Accepted Answer

A)   content and commerce
B)   commerce and customization
C)   context and content
D)   communication and community
E)   context and connectionF) A) and B)
G) D) and E)

Question 6

________ means a consumer has been given the option to receive email and advertising and has agreed, based on personal data supplied by the consumer

Accepted Answer

A)   Online consent
B)   Choiceboard
C)   Interactive agreement
D)   Opt-in
E)   E-authorizationF) A) and B)
G) A) and C)

Question 7

Pizza Hut's most frequent customers can be divided into two categories: (1)  ________ and (2)  young adult males with active lifestyles.

Accepted Answer

A)   people returning home from work
B)   families, primarily time-starved mothers
C)   college students living on campus
D)   men who watch sports on weekends
E)   high school students on datesF) B) and D)
G) A) and D)

Question 8

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.F) A) and E)
G) D) and E)

Question 9

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

Accepted Answer

A)   a matter of minutes.
B)   real time.
C)   about 24 hours.
D)   a few months' time, after quarterly reports are compiled.
E)   time for a subsequent purchase.F) A) and B)
G) All of the above

Question 10

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Accepted Answer

A)   time utility
B)   form utility
C)   place utility
D)   possession utility
E)   possession and place utilityF) A) and D)
G) None of the above

Question 11

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Accepted Answer

A)   consumer responsibility.
B)   closer global alliances.
C)   web communities.
D)   social responsibility.
E)   courteous online dialogue.F) A) and B)
G) B) and D)

Question 12

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Accepted Answer

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

Question 13

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors email their ring design to friends and relatives who will then visit the site. De Beers is using ________ to promote its diamonds.

Accepted Answer

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

Question 14

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as

Accepted Answer

A)   multichannel marketing.
B)   strategic channel alliances.
C)   dual-track reselling.
D)   dual distribution.
E)   retail segmentation.F) C) and E)
G) B) and D)

Question 15

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in

Accepted Answer

A)   multichannel buying.
B)   webrooming.
C)   social commerce.
D)   showrooming.
E)   push retailing.F) C) and D)
G) A) and B)

Question 16

In terms of 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 coworkers with whom he or she communicates on regular basis.F) A) and D)
G) B) and E)

Question 17

Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Accepted Answer

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

Question 18

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Accepted Answer

A)   social
B)   transactional
C)   multichannel
D)   transformational
E)   conversionF) None of the above
G) A) and E)

Question 19

Compared to the general population, online consumers tend to be

Accepted Answer

A)   younger, more educated, more affluent, but equally likely to be male or female.
B)   younger, more educated, conservative, and more often male.
C)   younger, more educated, socially conscious, and more often female.
D)   older, less educated, less affluent, and more often male.
E)   older, more educated, more affluent, and more often female.F) A) and E)
G) B) and D)

Question 20

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

Accepted Answer

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

Exam 14: Implementing Interactive and Multichannel Marketing

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Correct AnswerverifiedShow Answer

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Correct AnswerverifiedShow Answer

Compared to the general population, online consumers tend to be

Correct AnswerverifiedShow Answer

Pizza Hut's most frequent customers can be divided into two categories: (1) ________ and (2) young adult males with active lifestyles.

Correct AnswerverifiedShow Answer

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Correct AnswerverifiedShow Answer

In terms of the online customer experience, community refers to

Correct AnswerverifiedShow Answer

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in

Correct AnswerverifiedShow Answer

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Correct AnswerverifiedShow Answer

A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Correct AnswerverifiedShow Answer

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors email their ring design to friends and relatives who will then visit the site. De Beers is using ________ to promote its diamonds.

Correct AnswerverifiedShow Answer

________ means a consumer has been given the option to receive email and advertising and has agreed, based on personal data supplied by the consumer

Correct AnswerverifiedShow Answer

Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Correct AnswerverifiedShow Answer

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

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

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

Correct AnswerverifiedShow Answer

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Correct AnswerverifiedShow Answer

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as

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

Correct AnswerverifiedShow Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified