Question 1

Multichannel marketing refers to

Accepted Answer

A)   selling the same product to the same customers under two distinct brand names.
B)   selling the same product to the same customers at two different price points through two different distributors.
C)   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.
D)   the use of bots to find the best prices and make purchases from multiple websites simultaneously.
E)   the blending of nonelectronic communication and delivery channels to counteract the power of online buying.F) A) and D)
G) A) and C)

Question 2

The communication capabilities of Internet-enabled technologies take three forms, one of which is

Accepted Answer

A)   consumer-to-marketer buying and service requests.
B)   government-to-marketer Do Not Spam monitoring.
C)   phishing and spamming whistleblowing.
D)   online colonies.
E)   web-to-web customer exchanges.F) A) and C)
G) None of the above

Question 3

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

Accepted Answer

A)   Eighty percent of online sales occur on the weekends.
B)   The busiest shopping day is Saturday.
C)   Only 10 percent of consumers say they visit websites from their place of work.
D)   Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts.
E)   Most people buy online when they are sad or depressed.F) B) and C)
G) A) and D)

Question 4

Which of these is one of three rules for a company to successfully employ permission marketing?

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)   Customers are assured that their name or buyer profile data will not be sold or shared with others.
D)   Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online.
E)   Customers will be protected from identity theft for any product purchased from its website.F) D) and E)
G) A) and D)

Question 5

Pizza Hut's program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Accepted Answer

A)   Trusttern
B)   Twintern
C)   Stutern
D)   Brandtern
E)   BlogternF) C) and D)
G) A) and E)

Question 6

According to the eight-second rule,

Accepted Answer

A)   it only takes eight seconds for someone to learn how to navigate a marketer's website.
B)   any online purchase should take no more than eight seconds to complete.
C)   prospective customers will not wait longer than eight seconds for a response to an online chat.
D)   50 percent of online consumers will spend less than eight seconds viewing a single webpage.
E)   customers will abandon a website if download time exceeds eight seconds.F) C) and E)
G) D) and E)

Question 7

Levi's Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut) , coloration (dark used, mid used) , button and rivet colors (gold, silver, bronze) , inseam length, and extra treatments (sanding, paint drips) . From start to delivery takes about a month. This describes one example of why consumers shop and shop and buy online, which is

Accepted Answer

A)   control.
B)   cost.
C)   choice.
D)   customization.
E)   convenience.F) B) and E)
G) A) and B)

Question 8

What is the digital marketspace?

Accepted Answer

The digital marketspace is a d...

Question 9

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

Accepted Answer

A)   content
B)   functionally
C)   aesthetically
D)   text
E)   pictureF) None of the above
G) A) and B)

Question 10

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)   wikis
B)   choiceboards
C)   social media
D)   cookies
E)   collaborative filtersF) A) and C)
G) B) and D)

Question 11

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

Accepted Answer

A)   are experimenting with ways to deliver products and services available to customers faster.
B)   provide price match guarantees and make comparison shopping easier right from the website.
C)   have opened physical showrooms that allow shoppers an opportunity to experience the company's products.
D)   offer easily customized products and services.
E)   provide simple two-way communication so that consumers can tell marketers exactly what they want in the marketspace.F) A) and E)
G) A) and B)

Question 12

To gauge website stickiness, companies use the following formula:

Accepted Answer

A)   Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor)  × (Average time spent per visit in minutes) .
B)   Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor)  × (Average time spent per visit in minutes) .
C)   Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor)  × (Average time spent per visit in minutes) .
D)   Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor)  × (Average time spent per visit in minutes) .
E)   Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor)  × (Average time spent per visit in minutes) .F) A) and B)
G) All of the above

Question 13

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 dialog with marketers.
E)   offer customers almost any product or service they want.F) A) and B)
G) D) and E)

Question 14

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 C)

Question 15

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.

Accepted Answer

Cookies are computer files that a market...

Question 16

Convenience, lower prices, and greater personalization have fueled the popularity of ________ provided by companies like Blue Apron and Dollar Shave Club.

Accepted Answer

A)   cross-channel shopping
B)   marketspace delivery
C)   social shopping
D)   subscription commerce
E)   sociodigital buyingF) A) and D)
G) A) and C)

Question 17

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Accepted Answer

A)   channel valuation.
B)   service appropriation.
C)   marketing attribution.
D)   multichannel accreditation.
E)   touchpoint compensation.F) None of the above
G) B) and D)

Question 18

TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, among others. TheKnot.com is an example of a website that incorporates the ________ design element.

Accepted Answer

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

Question 19

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 20

Which of the following profiles would most likely describe an online consumer?

Accepted Answer

A)   a tech-savvy grade-school student living with her parents
B)   a 21-year-old high-school graduate earning $18,000 annually living in his own apartment
C)   a 28-year-old chemical engineer living in the suburbs with her husband and two children
D)   a 55-year-old factory worker living with his wife in an apartment
E)   a 70-year-old retired naval officer living in a retirement communityF) B) and D)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct Answer
verified

Bots contribute to the convenience of online shopping because they

Correct Answer
verified

Correct Answer
verified

Convenience, lower prices, and greater personalization have fueled the popularity of ________ provided by companies like Blue Apron and Dollar Shave Club.

Correct Answer
verified

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

Correct Answer
verified

According to the eight-second rule,

Correct Answer
verified

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 Answer
verified

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

Correct Answer
verified

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

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.

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

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

Multichannel marketing refers to

Correct Answer
verified

To gauge website stickiness, companies use the following formula:

Correct Answer
verified

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Correct Answer
verified

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct Answer
verified

What is the digital marketspace?

Correct Answer
verified
The digital marketspace is a d...
View Answer

Which of the following profiles would most likely describe an online consumer?

Correct Answer
verified

Which of these is one of three rules for a company to successfully employ permission marketing?

Correct Answer
verified

The communication capabilities of Internet-enabled technologies take three forms, one of which is

Correct Answer
verified

Pizza Hut's program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedShow Answer

Bots contribute to the convenience of online shopping because they

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Convenience, lower prices, and greater personalization have fueled the popularity of ________ provided by companies like Blue Apron and Dollar Shave Club.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to the eight-second rule,

Correct AnswerverifiedShow Answer

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

Some digital natives like eyeglass retailer Warby Parker, mattress seller Casper Sleep, clothing retailer Bonobos,jewelry retailer Blue Nile and Amazon

Correct AnswerverifiedShow Answer

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

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.

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

Multichannel marketing refers to

Correct AnswerverifiedShow Answer

To gauge website stickiness, companies use the following formula:

Correct AnswerverifiedShow Answer

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Correct AnswerverifiedShow Answer

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct AnswerverifiedShow Answer

What is the digital marketspace?

Correct AnswerverifiedThe digital marketspace is a d...View AnswerShow Answer

Which of the following profiles would most likely describe an online consumer?

Correct AnswerverifiedShow Answer

Which of these is one of three rules for a company to successfully employ permission marketing?

Correct AnswerverifiedShow Answer

The communication capabilities of Internet-enabled technologies take three forms, one of which is

Correct AnswerverifiedShow Answer

Pizza Hut's program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Correct AnswerverifiedShow Answer

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Correct Answer
verified

Correct Answer
verified

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

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The digital marketspace is a d...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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