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


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

F) B) and D)
G) B) and E)

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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.

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There are five general product and servi...

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


A) context
B) creativity
C) consistency
D) collaboration
E) control

F) B) and E)
G) A) and D)

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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


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

F) A) and B)
G) D) and E)

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The use of social networks for browsing and buying is called


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

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

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


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

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


A) bot
B) cookie
C) choiceboard
D) filtering
E) print screen

F) A) and C)
G) A) and B)

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


A) customization.
B) content.
C) context.
D) connection.
E) conductivity.

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

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C

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


A) communication
B) customization
C) community
D) consent
E) commerce

F) A) and D)
G) All of the above

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


A) 19
B) 29
C) 48
D) 67
E) 90

F) A) and C)
G) A) and E)

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Essential in implementing multichannel marketing is to


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

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In terms of the online customer experience, commerce refers to


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

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Multichannel marketing refers to


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

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C

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


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

F) B) and E)
G) B) and C)

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


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) C) and E)
G) A) and E)

Correct Answer

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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


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

F) C) and D)
G) A) and C)

Correct Answer

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Cookies are


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

Correct Answer

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


A) content
B) functionally
C) aesthetically
D) text
E) picture

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

Correct Answer

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


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 B)
G) C) and D)

Correct Answer

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


A) contentious relationship
B) reciprocity agreement
C) joint venture
D) franchise contract
E) collaborative relationship

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

Correct Answer

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E

Showing 1 - 20 of 229

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