Question 1

Internet-enabled technologies provide communication capabilities that take three forms.They are

Accepted Answer

A)  a highly interactive and individualized information and exchange environment,telephone-based customer service,and order processing via PayPal.
B)  marketer-to-consumer e-mail notifications,telephone-based customer service,and order processing via PayPal.
C)  consumer-to-marketer buying and service requests,marketer-to-consumer e-mail notification,and telephone-based customer service.
D)  recording a user's visits to websites,consumer-to-marketer buying and service requests,and marketer-to-consumer e-mail notifications.
E)  marketer-to-consumer e-mail notifications;consumer-to-marketer buying and service requests;and consumer-to-consumer chat rooms,instant messaging,and social networking websites.F) B) and D)
G) C) and D)

Question 2

Cookies are

Accepted Answer

A)  computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website.
B)  embedded programs that flash split-second subliminal messages at regular intervals.
C)  benign links that direct customers to alternate websites that might be of interest to them.
D)  electronic unsolicited e-mail.
E)  spyware used to secretly retrieve personal information from a person's computer.F) A) and E)
G) All of the above

Question 3

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) D) and E)

Question 4

The interactive capabilities of Internet-enabled 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) C) and E)
G) None of the above

Question 5

The most common cross-channel shopping and buying path is to browse one or more websites and then

Accepted Answer

A)  negotiate among competitors for the lowest price.
B)  find the item on an auction site such as eBay.
C)  contact the manufacturer directly.
D)  click on the shopping cart icon to purchase the product or service.
E)  purchase the item at a retail store.F) B) and E)
G) B) and C)

Question 6

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Accepted Answer

A)  Twenty percent of online sales occur Monday through Friday.
B)  The busiest online shopping day is Wednesday.
C)  Favorite websites for workday shopping and buying include those featuring health and beauty items,and apparel and accessories.
D)  Just 10 percent of consumers say they visit websites from work.
E)  Most people buy online when they are sad or depressed.F) B) and E)
G) A) and C)

Question 7

Two major issues that contribute to consumers' hesitancy to use online shopping are

Accepted Answer

A)  quality and price.
B)  privacy and security.
C)  computer knowledge and security.
D)  price and privacy.
E)  quality and computer knowledge.F) A) and B)
G) All of the above

Question 8

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) B) and C)

Question 9

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules) they want to have displayed.This consumer-initiated practice is an example of

Accepted Answer

A)  permission marketing.
B)  personalization.
C)  transactional website.
D)  collaborative filtering.
E)  customerization.F) B) and E)
G) A) and D)

Question 10

Stickiness Marketing Dashboard
 
-Consider the Stickiness Marketing Dashboard above for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2013 where would Arrow A be shown,as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A)  4) 0 minutes
B)  4) 5 minutes
C)  7) 5 minutes
D)  9) 0 minutes
E)  cannot be determinedF) B) and D)
G) B) and C)

Question 11

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Accepted Answer

A)  connectivity.
B)  customerization.
C)  customization.
D)  communication.
E)  convenience.F) All of the above
G) A) and C)

Question 12

In terms of the online customer experience,context refers to

Accepted Answer

A)  the ability of a website to modify itself to,or be modified by,each individual user.
B)  a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design.
C)  the website's ability to conduct sales transactions for products and services.
D)  a patented feature that allows users to order products with a single mouse click.
E)  the dialogue that occurs between the website and its users.F) A) and B)
G) All of the above

Question 13

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

Accepted Answer

A)  quick serve restaurant.
B)  quality service restaurant.
C)  quality,service,and responsibility.
D)  quantity service restaurant.
E)  quality service review.F) C) and D)
G) A) and E)

Question 14

Among popular online purchases,one kind of product includes regularly purchased consumer packaged goods such as personal care items where

Accepted Answer

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

Question 15

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the ________ design element.

Accepted Answer

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

Question 16

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

Accepted Answer

A)  opt-in marketing
B)  customerization
C)  stealth marketing
D)  buzz marketing
E)  viral marketingF) C) and D)
G) A) and B)

Question 17

In the marketspace,consumers can tell marketers specifically what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by providing

Accepted Answer

A)  place utility.
B)  form utility.
C)  time utility.
D)  possession utility.
E)  product utility.F) D) and E)
G) A) and B)

Question 18

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the ________ website design element.

Accepted Answer

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

Question 19

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) None of the above

Question 20

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

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

Two major issues that contribute to consumers' hesitancy to use online shopping are

Correct Answer
verified

In the marketspace,consumers can tell marketers specifically what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by providing

Correct Answer
verified

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

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

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the ________ design element.

Correct Answer
verified

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

Correct Answer
verified

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Correct Answer
verified

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

Correct Answer
verified

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the ________ website design element.

Correct Answer
verified

Cookies are

Correct Answer
verified

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct Answer
verified

Correct Answer
verified

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules) they want to have displayed.This consumer-initiated practice is an example of

Correct Answer
verified

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Among popular online purchases,one kind of product includes regularly purchased consumer packaged goods such as personal care items where

Correct Answer
verified

Internet-enabled technologies provide communication capabilities that take three forms.They are

Correct Answer
verified

In terms of the online customer experience,context refers to

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

Two major issues that contribute to consumers' hesitancy to use online shopping are

Correct AnswerverifiedShow Answer

In the marketspace,consumers can tell marketers specifically what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by providing

Correct AnswerverifiedShow Answer

The interactive capabilities of Internet-enabled 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

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

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the ________ design element.

Correct AnswerverifiedShow Answer

Pizza Hut has been a pioneer in the QSR industry.QSR is an acronym for

Correct AnswerverifiedShow Answer

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

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

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the ________ website design element.

Correct AnswerverifiedShow Answer

Cookies are

Correct AnswerverifiedShow Answer

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules) they want to have displayed.This consumer-initiated practice is an example of

Correct AnswerverifiedShow Answer

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

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 e-mail their ring design to friends and relatives who may then visit the site.De Beers is using ________ to promote its diamonds.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Among popular online purchases,one kind of product includes regularly purchased consumer packaged goods such as personal care items where

Correct AnswerverifiedShow Answer

Internet-enabled technologies provide communication capabilities that take three forms.They are

Correct AnswerverifiedShow Answer

In terms of the online customer experience,context refers to

Correct AnswerverifiedShow Answer

Correct 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
verified

Correct Answer
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Correct Answer
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