Question 1

Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. It takes him about 5 seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him. Matt is on a tight budget, so he checks the price of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on his 2-stop connection because they best meet his budget and scheduling preferences. After making the selections, he receives instantaneous confirmation of his reservation. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After providing his credit card number, he prints out a copy of his receipt and itinerary. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matt by contributing to which of the following form(s)  of utility?

Accepted Answer

A)  time utility
B)  place utility
C)  possession utility
D)  form utility
E)  all four utilities: time, place, possession, and formF) C) and D)
G) B) and E)

Question 2

-Consider Figure 18-2 above. Box A refers to which of the following website design elements?

Accepted Answer

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

Question 3

To gauge stickiness, companies use the following formula:

Accepted Answer

A)  Average Time Spent per Unique Hourly visitor (minutes)  = (Average Visits per Unique Hourly Visitor)  × (Average Time Spent per Visit (minutes) ) .
B)  Average Time Spent per Unique Daily visitor (minutes)  = (Average Visits per Unique Daily Visitor)  × (Average Time Spent per Visit (minutes) ) .
C)  Average Time Spent per Unique Weekly visitor (minutes)  = (Average Visits per Unique Weekly Visitor)  × (Average Time Spent per Visit (minutes) ) .
D)  Average Time Spent per Unique Yearly visitor (minutes)  = (Average Visits per Unique Yearly Visitor)  × (Average Time Spent per Visit (minutes) ) .
E)  Average Time Spent per Unique Monthly visitor (minutes)  = (Average Visits per Unique Monthly Visitor)  × (Average Time Spent per Visit (minutes) ) .F) A) and D)
G) A) and C)

Question 4

Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Accepted Answer

A)  LinkedIn
B)  Facebook
C)  Flicker
D)  Pinterest
E)  TwitterF) A) and B)
G) C) and D)

Question 5

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

Question 6

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did and why.

Accepted Answer

Cookies are computer files that a market...

Question 7

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Accepted Answer

A)  reputation for customized detailing of the finest motorcycles in competitive racing.
B)  commitment to a collaborative relationship with customers.
C)  unique anti-theft electronic GPS tracer built into every frame.
D)  creativity promise, guaranteeing that the color (paint job)  is completely unique for each touring bike it makes.
E)  "one product-one market" segmentation strategy, in which all bikes are exactly alikE.Seven Cycles is the largest custom bicycle frame builder. The company produces a broad range of road, mountain, cyclocross, tandem, touring, single speed, and commuter bikes annually, and no two bikes are exactly alike. Seven Cycles focuses its attention on each customer's unique cycling experience through optimum fit, function, performance, and comfort of his or her very own bike.F) None of the above
G) A) and E)

Question 8

Cookies refer to

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 a customer 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) B) and E)
G) C) and D)

Question 9

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Accepted Answer

A)  channel conflict
B)  channel clash
C)  channel chaos
D)  channel divergence
E)  channel discordF) A) and D)
G) C) and D)

Question 10

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

Accepted Answer

A)  Dynamic 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) A) and D)
G) A) and E)

Question 11

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 purchaseF) B) and E)
G) A) and E)

Question 12

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2014.

Accepted Answer

A)  40%
B)  50%
C)  60%
D)  70%
E)  90%F) A) and B)
G) D) and E)

Question 13

Personalization refers to

Accepted Answer

A)  the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B)  a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D)  the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) B) and C)
G) A) and E)

Question 14

In the marketspace, consumers can tell marketers exactly 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) A) and E)
G) All of the above

Question 15

In the traditional sense, a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Accepted Answer

A)  marketspace
B)  multichannel online mall
C)  cyberstore
D)  virtual store
E)  marketplaceF) A) and C)
G) None of the above

Question 16

Eddie Bauer has leveraged its store, website, and catalog channels with impressive results. At Eddie Bauer, every effort is made to make the apparel shopping and purchase process for its customers the same as its retail stores, its catalog, and its website. An Eddie Bauer marketing manager says, "We don't distinguish between channels because it's all Eddie Bauer to our customers." Eddie Bauer is likely following a(n)  __________ strategy.

Accepted Answer

A)  cross-functional
B)  interlocking marketing
C)  dual distribution
D)  multichannel marketing
E)  market penetrationF) None of the above
G) C) and E)

Question 17

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) A) and E)
G) A) and D)

Question 18

-Consider Figure 18-2 above. C refers to which of the following website design elements?

Accepted Answer

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

Question 19

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Accepted Answer

A)  viral marketing.
B)  buzz.
C)  data mining.
D)  behavioral targeting.
E)  spywareF) B) and E)
G) None of the above

Question 20

A company that successfully employs permission marketing adheres to three rules: (1)  __________; (2)  customers are given the option of opting out, or changing the kind, amount, or timing of information set to them; and (3)  their customers are assured that their name or buyer profile data will not be sold or shared with others.

Accepted Answer

A)  opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors
B)  the firm will never buy marketing lists from other companies that may contain their personal information
C)  opt-in customers only receive information that is relevant or meaningful to them
D)  customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online
E)  customers will be protected from identity theft for any product purchased from its websiteF) A) and B)
G) D) and E)

Exam 18: Implementing Interactive and Multichannel Marketing

In the traditional sense, a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct Answer
verified

Bots contribute to the convenience of online shopping because they

Correct Answer
verified

Personalization refers to

Correct Answer
verified

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2014.

Correct Answer
verified

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did and why.

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

Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Correct Answer
verified

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Correct Answer
verified

Correct Answer
verified

To gauge stickiness, companies use the following formula:

Correct Answer
verified

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct Answer
verified

Cookies refer to

Correct Answer
verified

In the marketspace, consumers can tell marketers exactly 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

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

Correct Answer
verified

-Consider Figure 18-2 above. Box A refers to which of the following website design elements?

Correct Answer
verified

Correct Answer
verified

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Correct Answer
verified

Bots refer to

Correct Answer
verified

Correct Answer
verified

To gauge stickiness, a company monitors

Correct Answer
verified

-Consider Figure 18-2 above. C refers to which of the following website design elements?

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

In the traditional sense, a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct AnswerverifiedShow Answer

Bots contribute to the convenience of online shopping because they

Correct AnswerverifiedShow Answer

Personalization refers to

Correct AnswerverifiedShow Answer

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2014.

Correct AnswerverifiedShow Answer

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did and why.

Correct AnswerverifiedCookies are computer files that a market...View AnswerShow Answer

Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Correct AnswerverifiedShow Answer

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

To gauge stickiness, companies use the following formula:

Correct AnswerverifiedShow Answer

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct AnswerverifiedShow Answer

Cookies refer to

Correct AnswerverifiedShow Answer

In the marketspace, consumers can tell marketers exactly 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

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

Correct AnswerverifiedShow Answer

-Consider Figure 18-2 above. Box A refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

Correct AnswerverifiedShow Answer

Bots refer to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

To gauge stickiness, a company monitors

Correct AnswerverifiedShow Answer

-Consider Figure 18-2 above. C refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

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

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