Question 1

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

Question 2

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

Accepted Answer

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

Question 3

Nike is a recognized innovator in the use of ________ for creating interactivity, individuality, and customer relationships. Its NIKEiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Accepted Answer

A)   wikis
B)   cookies
C)   bot
D)   collaborative filtering
E)   choiceboardsF) All of the above
G) A) and B)

Question 4

How do online consumers differ from the general population?

Accepted Answer

Online consumers are the subsegment of a...

Question 5

Monster.com is a leading online, job-hunting website. A person looking for a new job can register with the company in order to save searches. After registration, Monster will automatically email job postings that are relevant to job-hunters. They can unsubscribe on the "Manage Saved Searches" page or with the opt-out link in the welcome email. Monster.com uses ________ to send its email updates.

Accepted Answer

A)   opt-out marketing
B)   permission marketing
C)   personalization
D)   cookies
E)   wikisF) A) and B)
G) C) and E)

Question 6

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A)   dispense
B)   recommend
C)   finance
D)   distribute
E)   customizeF) A) and D)
G) A) and C)

Question 7

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A)   drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books)  to see which one has the book at the lowest price.
B)   call all five bookstores in her community to inquire about the price of the book at each one.
C)   use a bot to search the websites of online booksellers and locate the one with the best price.
D)   use a cookie to contact various bookstores and find the one with the best price.
E)   create a choiceboard using the Barnes & Noble's Facebook page.F) A) and E)
G) All of the above

Question 8

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Accepted Answer

Companies have adopted initiatives to de...

Question 9

Collaborative filtering is

Accepted Answer

A)   a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B)   the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
C)   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.
D)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)   an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) B) and D)
G) None of the above

Question 10

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Accepted Answer

A)   convenience
B)   cost
C)   choice
D)   communication
E)   customizationF) A) and D)
G) C) and D)

Question 11

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the ________ website design element.

Accepted Answer

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

Question 12

Which step in implementing multichannel marketing is most challenging?

Accepted Answer

A)   Establishing subbrands for catalog retailers and direct selling channels.
B)   Employing communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers.
C)   Monitoring and measuring performance in various channels.
D)   Creating a website that will engage visitors with interactive experiences.
E)   Documenting cross-channel consumer behavior with a customer journey map.F) C) and E)
G) A) and C)

Question 13

Dynamic pricing is typically used for pricing

Accepted Answer

A)   products and services that cannot be purchased in a retail store.
B)   the very latest items such as new season fashions.
C)   time-sensitive items such as airline seats.
D)   high demand products or services that are expected to sell out quickly.
E)   electronic services such as computer repair.F) A) and D)
G) None of the above

Question 14

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Accepted Answer

A)   connectivity.
B)   customerization.
C)   customer digitalization.
D)   online facilitation.
E)   intermediation.F) A) and B)
G) A) and E)

Question 15

With interactive marketing,

Accepted Answer

A)   the seller controls the kind and amount of information presented to the buyer.
B)   buyers and sellers communicate face-to-face in the traditional marketplace.
C)   a website high in media richness is necessary for an exchange to take place.
D)   the buyer controls the kind and amount of information received from the seller.
E)   real-time transactions are impossible.F) A) and C)
G) D) and E)

Question 16

Web communities are

Accepted Answer

A)   online cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
B)   customers linked by a common Internet service provider.
C)   virtual reality games that allow players to create their own worlds, countries, towns, etc.
D)   websites that allow people to congregate online and exchange views on topics of common interest.
E)   all customers served by a particular firm who are sent regular email sales notifications and coupons from the manufacturer.F) A) and B)
G) A) and C)

Question 17

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Accepted Answer

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

Question 18

In terms of the online customer experience, customization refers to

Accepted Answer

A)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B)   the website's ability to conduct sales transactions for products and services.
C)   an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D)   a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E)   the ability of a website to modify itself to, or be modified by, each individual user.F) B) and E)
G) A) and E)

Question 19

Describe the two unique capabilities of Internet technology, interactivity and individuality, used to promote and sustain customer relationships.

Accepted Answer

Marketers benefit from two unique capabi...

Question 20

The solicitation of a consumer's consent (called "opt-in")  to receive email 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) C) and D)
G) B) and E)

Exam 14: Implementing Interactive and Multichannel Marketing

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Correct Answer
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Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the ________ website design element.

Correct Answer
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Correct Answer
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Web communities are

Correct Answer
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In terms of the online customer experience, customization refers to

Correct Answer
verified

Collaborative filtering is

Correct Answer
verified

Describe the two unique capabilities of Internet technology, interactivity and individuality, used to promote and sustain customer relationships.

Correct Answer
verified
Marketers benefit from two unique capabi...
View Answer

Correct Answer
verified

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Correct Answer
verified
Companies have adopted initiatives to de...
View Answer

Correct Answer
verified

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct Answer
verified

Which step in implementing multichannel marketing is most challenging?

Correct Answer
verified

How do online consumers differ from the general population?

Correct Answer
verified
Online consumers are the subsegment of a...
View Answer

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

Correct Answer
verified

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Correct Answer
verified

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Correct Answer
verified

Dynamic pricing is typically used for pricing

Correct Answer
verified

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

Correct Answer
verified

With interactive marketing,

Correct Answer
verified

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

Correct Answer
verified

Exam 14: Implementing Interactive and Multichannel Marketing

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Correct AnswerverifiedShow Answer

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the ________ website design element.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Web communities are

Correct AnswerverifiedShow Answer

In terms of the online customer experience, customization refers to

Correct AnswerverifiedShow Answer

Collaborative filtering is

Correct AnswerverifiedShow Answer

Describe the two unique capabilities of Internet technology, interactivity and individuality, used to promote and sustain customer relationships.

Correct AnswerverifiedMarketers benefit from two unique capabi...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Correct AnswerverifiedCompanies have adopted initiatives to de...View AnswerShow Answer

Correct AnswerverifiedShow Answer

The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Correct AnswerverifiedShow Answer

Which step in implementing multichannel marketing is most challenging?

Correct AnswerverifiedShow Answer

How do online consumers differ from the general population?

Correct AnswerverifiedOnline consumers are the subsegment of a...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

Correct AnswerverifiedShow Answer

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Correct AnswerverifiedShow Answer

Dynamic pricing is typically used for pricing

Correct AnswerverifiedShow 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 dialogue with marketers for the purpose of making informed decisions are dimensions of ________, one of the reasons consumer shop and buy online.

Correct AnswerverifiedShow Answer

With interactive marketing,

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Marketers benefit from two unique capabi...
View Answer

Correct Answer
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Correct Answer
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Companies have adopted initiatives to de...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Online consumers are the subsegment of a...
View Answer

Correct Answer
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