Question 1

Websites that allow moving items around to reflect a consumer's priorities or selecting topics of interest to them, such as My eBay and My Amazon, have ________ as a prominent design element.

Accepted Answer

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

Question 2

Which of the following is not a motivation for webrooming?

Accepted Answer

A)   obtaining a lower price
B)   gaining immediate possession of a product
C)   finding a larger selection
D)   avoiding shipping costs
E)   expecting easier returnsF) A) and D)
G) A) and C)

Question 3

The key difference between the traditional marketplace and the new marketspace is that the latter is a________ exchange environment.

Accepted Answer

A)   tangible
B)   competitive
C)   physical
D)   material
E)   digitalF) C) and D)
G) B) and C)

Question 4

Bots are

Accepted Answer

A)   web pages that serve as a 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 search websites to compare prices and product or service features.
D)   filters that reduce the number of unsolicited messages allowed into an individual's email account.
E)   interactive Internet-enabled systems that allow individual customers to design their own products and services.F) A) and D)
G) A) and C)

Question 5

Developing a customer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Accepted Answer

A)   cross-functional teams.
B)   social commerce.
C)   multichannel marketing.
D)   dual distribution.
E)   market penetration.F) D) and E)
G) B) and C)

Question 6

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Accepted Answer

A)   a transformational; promotional
B)   a promotional; transactional
C)   a transactional; customer engagement
D)   an informational; transactional
E)   a customer engagement; transactionalF) C) and E)
G) B) and E)

Question 7

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 requires

Accepted Answer

A)   offering the greatest selection.
B)   speeding up the delivery process.
C)   stored cookies.
D)   offering the best value for the price.
E)   creating a strong customer relationship.F) D) and E)
G) B) and E)

Question 8

________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A)   Multichannel buying
B)   Pull marketing
C)   Intertype retailing
D)   Webrooming
E)   ShowroomingF) C) and D)
G) None of the above

Question 9

Burger King received much attention for its Whopper Sacrifice campaign that asked, "What do you love more, your friend or the Whopper?" Facebook users were asked to "unfriend" 10 people from their Facebook friends list in exchange for a free burger. Burger King was using incentives as a form of ________ to promote its products.

Accepted Answer

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

Question 10

Online consumers are considered empowered consumers because

Accepted Answer

A)   products and services purchased online often cost less than in a retail store.
B)   online shopping does not require that they fight traffic, find a parking space, walk long store aisles, and wait in line at checkout.
C)   they use technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions.
D)   there are websites for almost any product or service they want.
E)   they can engage in an electronic dialogue with marketers.F) None of the above
G) B) and E)

Question 11

In marketspace, buzz refers to

Accepted Answer

A)   instant messaging.
B)   Facebook posting or tweeting.
C)   word-of-mouth behavior.
D)   firm-based viral marketing.
E)   negative online ads.F) A) and E)
G) All of the above

Question 12

Define spam and viral marketing. What are some tactics used in viral marketing?

Accepted Answer

Spam can take the form of electronic jun...

Question 13

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 14

The most preferred device used for online shopping and buying is

Accepted Answer

A)   a smartphone.
B)   a tablet.
C)   a store kiosk.
D)   a laptop or desktop computer.
E)   The majority of people have no preference for device.F) A) and C)
G) B) and E)

Question 15

A cross-channel consumer is

Accepted Answer

A)   an online consumer who shops online but buys offline, or shops offline but buys online.
B)   the online consumer who purchases a product online and then returns it to a retail store for store credit.
C)   a consumer who emails or forwards a copy of a competitor's coupon to another firm in hopes that it will meet or beat the offer.
D)   a consumer from one country who makes online purchases from a company in a different country.
E)   when a consumer visits a retail store to inspect merchandise, but then purchases the merchandise.F) B) and D)
G) None of the above

Question 16

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

Accepted Answer

A)   choiceboard.
B)   collaborative filter.
C)   individualization.
D)   personalization.
E)   permission marketing.F) A) and E)
G) A) and B)

Question 17

Those people who object to cookies are most likely concerned with

Accepted Answer

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

Question 18

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Accepted Answer

A)   bots.
B)   cookies.
C)   spiders.
D)   spam.
E)   interstitials.F) B) and E)
G) B) and C)

Question 19

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a

Accepted Answer

A)   wiki.
B)   cookie.
C)   bot.
D)   choiceboard.
E)   collaborative filter.F) A) and B)
G) None of the above

Question 20

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

Exam 14: Implementing Interactive and Multichannel Marketing

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Correct Answer
verified

A cross-channel consumer is

Correct Answer
verified

Bots are

Correct Answer
verified

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

Correct Answer
verified

Those people who object to cookies are most likely concerned with

Correct Answer
verified

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

Correct Answer
verified
Cookies are computer files that a market...
View Answer

Developing a customer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Correct Answer
verified

Which of the following is not a motivation for webrooming?

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 requires

Correct Answer
verified

The most preferred device used for online shopping and buying is

Correct Answer
verified

Online consumers are considered empowered consumers because

Correct Answer
verified

Websites that allow moving items around to reflect a consumer's priorities or selecting topics of interest to them, such as My eBay and My Amazon, have ________ as a prominent design element.

Correct Answer
verified

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Correct Answer
verified

Define spam and viral marketing. What are some tactics used in viral marketing?

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

________ is the practice of examining products online and then buying them in a store.

Correct Answer
verified

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a

Correct Answer
verified

Correct Answer
verified

In marketspace, buzz refers to

Correct Answer
verified

The key difference between the traditional marketplace and the new marketspace is that the latter is a________ exchange environment.

Correct Answer
verified

Correct Answer
verified

Exam 14: Implementing Interactive and Multichannel Marketing

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Correct AnswerverifiedShow Answer

A cross-channel consumer is

Correct AnswerverifiedShow Answer

Bots are

Correct AnswerverifiedShow Answer

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of

Correct AnswerverifiedShow Answer

Those people who object to cookies are most likely concerned with

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

Developing a customer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Correct AnswerverifiedShow Answer

Which of the following is not a motivation for webrooming?

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 requires

Correct AnswerverifiedShow Answer

The most preferred device used for online shopping and buying is

Correct AnswerverifiedShow Answer

Online consumers are considered empowered consumers because

Correct AnswerverifiedShow Answer

Websites that allow moving items around to reflect a consumer's priorities or selecting topics of interest to them, such as My eBay and My Amazon, have ________ as a prominent design element.

Correct AnswerverifiedShow Answer

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Correct AnswerverifiedShow Answer

Define spam and viral marketing. What are some tactics used in viral marketing?

Correct AnswerverifiedSpam can take the form of electronic jun...View AnswerShow Answer

________ is the practice of examining products online and then buying them in a store.

Correct AnswerverifiedShow Answer

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In marketspace, buzz refers to

Correct AnswerverifiedShow Answer

The key difference between the traditional marketplace and the new marketspace is that the latter is a________ exchange environment.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Cookies are computer files that a market...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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