Question 1

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) C) and D)
G) D) and E)

Question 2

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 two seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify whether schedule or price is most important to him. Matt is on a tight budget, so he specifies price. A second or two later, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on a two-stop itinerary because this best meets his budget and scheduling preferences. Orbitz then prompts Matt to provide his credit card information to complete the booking process. Then he prints 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) B) and E)
G) B) and D)

Question 3

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun...

Question 4

In terms of the online customer experience, ________ is defined as the dialog that unfolds between the website and its users.

Accepted Answer

A)   context
B)   communication
C)   commerce
D)   connection
E)   communityF) A) and E)
G) A) and B)

Question 5

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

Question 6

To gauge website stickiness, a company monitors

Accepted Answer

A)   the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
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 purchase.F) A) and B)
G) A) and D)

Question 7

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Accepted Answer

A)   personalization.
B)   digitalization.
C)   normalization.
D)   intermediation
E)   innovation.F) None of the above
G) A) and C)

Question 8

Choiceboard and personalizationtechnologies that invite customers to engage in an electronic dialog 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 B)
G) B) and E)

Question 9

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

Question 10

The solicitation of a consumer's consent (called "opt-in")  to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A)   collaborative marketing.
B)   personalization.
C)   viral marketing.
D)   a choiceboard.
E)   permission marketing.F) A) and B)
G) A) and C)

Question 11

Which of these 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 dialog with marketers.
E)   Consumers are in charge in the marketspace.F) None of the above
G) B) and D)

Question 12

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 co-workers with whom he or she communicates on regular basis.F) B) and E)
G) A) and B)

Question 13

Pizza Hut's website customization is achieved in several ways, but the primary utility is to

Accepted Answer

A)   speed up the delivery process.
B)   offer the greatest selection.
C)   offer the best value for the price.
D)   create strong customer relationship.
E)   simplify ordering.F) All of the above
G) A) and B)

Question 14

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Accepted Answer

A)   spending more time shopping outside the home.
B)   more cautious than other shoppers.
C)   more informed and discerning shoppers.
D)   less likely to become addicted to shopping.
E)   have more ability to save online data.F) D) and E)
G) All of the above

Question 15

When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed her purchase, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the ________ website design element.

Accepted Answer

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

Question 16

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialog with marketers for the purpose of making informed decisions, are dimensions of ________, one of the reasons consumers shop and buy online.

Accepted Answer

A)   choice
B)   communication
C)   customization
D)   control
E)   compatibilityF) B) and C)
G) A) and E)

Question 17

Figure 17-1
-Consider Figure 17-1 above. Box F refers to which of these website design elements?

Accepted Answer

A)   creativity
B)   connection
C)   control
D)   consistency
E)   collaborationF) A) and B)
G) A) and C)

Question 18

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management, and relationships. This website is an example of

Accepted Answer

A)   spam.
B)   a shopping bot.
C)   a web community.
D)   a blog.
E)   a web café.F) A) and C)
G) C) and D)

Question 19

Travel websites such as Priceline.com are designed to be ________ oriented, with emphasis on destinations, scheduling, and prices.

Accepted Answer

A)   content
B)   functionally
C)   aesthetically
D)   text
E)   pictureF) B) and D)
G) B) and C)

Question 20

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) A) and B)
G) All of the above

Exam 17: Integrated Marketing Communications and Direct Marketing

Define spam and viral marketing.

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

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialog with marketers for the purpose of making informed decisions, are dimensions of ________, one of the reasons consumers shop and buy online.

Correct Answer
verified

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Correct Answer
verified

In terms of the online customer experience, ________ is defined as the dialog that unfolds between the website and its users.

Correct Answer
verified

Which of these characteristics of online shopping contributes to its convenience?

Correct Answer
verified

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut's website customization is achieved in several ways, but the primary utility is to

Correct Answer
verified

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Correct Answer
verified

To gauge website stickiness, a company monitors

Correct Answer
verified

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

Correct Answer
verified

Figure 17-1 -Consider Figure 17-1 above. Box F refers to which of these website design elements?

Correct Answer
verified

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management, and relationships. This website is an example of

Correct Answer
verified

In marketspace, buzz refers to

Correct Answer
verified

In terms of the online customer experience, community refers to

Correct Answer
verified

Correct Answer
verified

Travel websites such as Priceline.com are designed to be ________ oriented, with emphasis on destinations, scheduling, and prices.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Define spam and viral marketing.

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

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialog with marketers for the purpose of making informed decisions, are dimensions of ________, one of the reasons consumers shop and buy online.

Correct AnswerverifiedShow Answer

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Correct AnswerverifiedShow Answer

In terms of the online customer experience, ________ is defined as the dialog that unfolds between the website and its users.

Correct AnswerverifiedShow Answer

Which of these characteristics of online shopping contributes to its convenience?

Correct AnswerverifiedShow Answer

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

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

Pizza Hut's website customization is achieved in several ways, but the primary utility is to

Correct AnswerverifiedShow Answer

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Correct AnswerverifiedShow Answer

To gauge website stickiness, a company monitors

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 17-1 -Consider Figure 17-1 above. Box F refers to which of these website design elements?

Correct AnswerverifiedShow Answer

iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management, and relationships. This website is an example of

Correct AnswerverifiedShow Answer

In marketspace, buzz refers to

Correct AnswerverifiedShow Answer

In terms of the online customer experience, community refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Travel websites such as Priceline.com are designed to be ________ oriented, with emphasis on destinations, scheduling, and prices.

Correct AnswerverifiedShow Answer

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

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