Question 1

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the

Accepted Answer

A)   eight-second rule.
B)   80/20 principle.
C)   stickiness principle.
D)   hierarchy of needs.
E)   efficiency rule.F) A) and E)
G) D) and E)

Question 2

The text, video, audio, and graphics that are found on a website are referred to as

Accepted Answer

A)   content.
B)   context.
C)   creativity.
D)   communication.
E)   connection.F) A) and E)
G) A) and D)

Question 3

Mars, Inc. uses ________ technology to let customers decorate M&M's with personal photos and messages.

Accepted Answer

A)   bot
B)   cookie
C)   choiceboard
D)   filtering
E)   print screenF) A) and D)
G) B) and E)

Question 4

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Accepted Answer

A)   choiceboard.
B)   permission-based email.
C)   cookie.
D)   bot.
E)   collaborative filter.F) A) and E)
G) C) and E)

Question 5

About ________ percent of Internet users aged 15 and older shop online in the United States.

Accepted Answer

A)   19
B)   29
C)   48
D)   67
E)   90F) A) and D)
G) B) and C)

Question 6

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

Accepted Answer

A)   communication
B)   customization
C)   community
D)   consent
E)   commerceF) C) and D)
G) A) and D)

Question 7

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Accepted Answer

A)   dynamic pricing.
B)   virtual pricing.
C)   experience curve pricing.
D)   skimming pricing.
E)   elasticity pricing.F) C) and D)
G) B) and C)

Question 8

Marketers produce a customer experience through seven website design elements, including which of these?

Accepted Answer

A)   context
B)   creativity
C)   consistency
D)   collaboration
E)   controlF) C) and D)
G) A) and E)

Question 9

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 email.
E)   spyware used to secretly retrieve personal information from a person's computer.F) C) and D)
G) C) and E)

Question 10

In terms of the online customer experience, commerce refers to

Accepted Answer

A)   business-to-business only transactions made between a purchasing manager's website and websites from its suppliers.
B)   Internet-based networks that permit communication between a company and its suppliers, distributors, and other partners.
C)   websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal.
D)   the application of information and communication technologies in support of the firm's entire business activities.
E)   the website's ability to conduct sales transactions for products and services.F) A) and D)
G) B) and D)

Question 11

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

Accepted Answer

A)   audio or video demonstration is important.
B)   price and delivery time are not key factors.
C)   digital delivery is an important factor.
D)   assortment and speed of delivery are the determinant sales factors.
E)   information about price is important.F) B) and C)
G) A) and E)

Question 12

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

Question 13

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Accepted Answer

A)   contentious relationship
B)   reciprocity agreement
C)   joint venture
D)   franchise contract
E)   collaborative relationshipF) A) and D)
G) None of the above E

Question 14

The use of social networks for browsing and buying is called

Accepted Answer

A)   cross-channel shopping.
B)   marketspace buying.
C)   personal interaction shopping.
D)   social commerce.
E)   sociodigital buying.F) B) and D)
G) A) and D)

Question 15

Essential in implementing multichannel marketing is to

Accepted Answer

A)   provide access to human service representatives to assist in making purchases, regardless of channel.
B)   encourage shoppers to research online but then buy in store.
C)   provide information on how items can be used and where they can be purchased primarily online, where most searches start.
D)   convey a consistent customer experience through consumer touchpoints and messages across channels.
E)   share information on customer preferences and buying habits with competitors.F) A) and D)
G) B) and D)

Question 16

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Accepted Answer

A)   customization.
B)   content.
C)   context.
D)   connection.
E)   conductivity.F) All of the above
G) A) and C) C

Question 17

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Accepted Answer

There are five general product and servi...

Question 18

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 email notification, telephone-based customer service, and order processing via PayPal.
C)   consumer-to-marketer buying and service requests, marketer-to-consumer email 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 email notifications.
E)   marketer-to-consumer email notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.F) A) and D)
G) B) and E)

Question 19

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 B)
G) B) and E) C

Question 20

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) A) and C)
G) None of the above

Exam 14: Implementing Interactive and Multichannel Marketing

Correct Answer
verified

The text, video, audio, and graphics that are found on a website are referred to as

Correct Answer
verified

Mars, Inc. uses ________ technology to let customers decorate M&M's with personal photos and messages.

Correct Answer
verified

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Correct Answer
verified

About ________ percent of Internet users aged 15 and older shop online in the United States.

Correct Answer
verified

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

Correct Answer
verified

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Correct Answer
verified

Marketers produce a customer experience through seven website design elements, including which of these?

Correct Answer
verified

Cookies are

Correct Answer
verified

In terms of the online customer experience, commerce refers to

Correct Answer
verified

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

Correct Answer
verified

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

Correct Answer
verified

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Correct Answer
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E

The use of social networks for browsing and buying is called

Correct Answer
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Essential in implementing multichannel marketing is to

Correct Answer
verified

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Correct Answer
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C

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Correct Answer
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There are five general product and servi...
View Answer

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

Correct Answer
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Multichannel marketing refers to

Correct Answer
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C

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

Correct Answer
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Exam 14: Implementing Interactive and Multichannel Marketing

Correct AnswerverifiedShow Answer

The text, video, audio, and graphics that are found on a website are referred to as

Correct AnswerverifiedShow Answer

Mars, Inc. uses ________ technology to let customers decorate M&M's with personal photos and messages.

Correct AnswerverifiedShow Answer

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Correct AnswerverifiedShow Answer

About ________ percent of Internet users aged 15 and older shop online in the United States.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as

Correct AnswerverifiedShow Answer

Marketers produce a customer experience through seven website design elements, including which of these?

Correct AnswerverifiedShow Answer

Cookies are

Correct AnswerverifiedShow Answer

In terms of the online customer experience, commerce refers to

Correct AnswerverifiedShow Answer

One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Correct AnswerverifiedE

The use of social networks for browsing and buying is called

Correct AnswerverifiedShow Answer

Essential in implementing multichannel marketing is to

Correct AnswerverifiedShow Answer

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

Correct AnswerverifiedC

There are five general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Correct AnswerverifiedThere are five general product and servi...View AnswerShow Answer

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

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Multichannel marketing refers to

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

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E

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