Question 1

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The marketspace allows marketers to enha...

Question 2

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market...

Question 3

The Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the __________ design element.

Accepted Answer

A)   context
B)   choice
C)   community
D)   convenience
E)   connectionF) A) and C)
G) A) and B)

Question 4

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

Question 5

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Accepted Answer

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

Question 6

Customization refers to

Accepted Answer

A)   the specialization in one very small but highly sought out specialty item.
B)   Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)   the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)   items that are unique in every dimension to minimize feature bloat.
E)   novelty items used as sales promotions such as cups, hats, etc., that will be imprinted with a company logo and use the company colors and slogans if applicable.F) B) and E)
G) A) and B)

Question 7

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a __________ consumer.

Accepted Answer

A)   multiretail
B)   cross-channel
C)   marketspace
D)   clicks and bricks
E)   WebF) A) and E)
G) D) and E)

Question 8

Personalization refers to

Accepted Answer

A)   the solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer.
B)   a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C)   the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D)   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.
E)   an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) C) and D)
G) D) and E)

Question 9

The term __________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Accepted Answer

A)   deactivate
B)   consent-retract
C)   opt-out
D)   permission-denied
E)   authorization-deniedF) None of the above
G) A) and B)

Question 10

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

Accepted Answer

A)   choiceboard.
B)   collaborative filter.
C)   individualization.
D)   personalization.
E)   permission marketing.F) A) and D)
G) None of the above

Question 11

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) A) and B)

Question 12

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items such as computer software,music,and video for which

Accepted Answer

A)   prepurchase trial is critical.
B)   digital delivery is the single most important factor.
C)   audio or video demonstration is important.
D)   price and delivery time are not key factors.
E)   price and speed of delivery are the determinant sales factors.F) A) and B)
G) A) and C)

Question 13

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

Question 14

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 15

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

Question 16

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Accepted Answer

A)   eliminating the use of cookies on marketing websites.
B)   prohibiting the collection of online consumers' personal and financial information.
C)   awarding the TRUSTe trademark to companies that comply with privacy standards.
D)   lobbying against the adoption of federal Internet privacy laws.
E)   relying on the U.S. government to protect online consumer privacy.F) C) and E)
G) A) and D)

Question 17

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to

Accepted Answer

A)   create competition with its intermediaries.
B)   create additional promotional opportunities for its partners.
C)   limit competition among its retail partners.
D)   maintain relationships with trade partners, thus avoiding channel conflict.
E)   create additional transactional opportunities.F) C) and D)
G) D) and E)

Question 18

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A)   digitalization
B)   online marketing
C)   website design
D)   interactive marketing
E)   customer experienceF) A) and B)
G) A) and E)

Question 19

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 coworkers with whom he or she communicates on regular basis.F) A) and B)
G) All of the above

Question 20

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Accepted Answer

A)   customerization.
B)   control.
C)   convenience.
D)   utilitarianism.
E)   marketplace value.F) D) and E)
G) A) and E)

Exam 18: Implementing Interactive and Multichannel Marketing

Customization refers to

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

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items such as computer software,music,and video for which

Correct Answer
verified

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

Correct Answer
verified

Define and explain the importance of the eight-second rule.

Correct Answer
verified
A commonly held view among online market...
View Answer

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

Correct Answer
verified

Dynamic pricing is typically used for pricing

Correct Answer
verified

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to

Correct Answer
verified

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a __________ consumer.

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

The Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the __________ design element.

Correct Answer
verified

Personalization refers to

Correct Answer
verified

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Correct Answer
verified
The marketspace allows marketers to enha...
View Answer

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Correct Answer
verified

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Correct Answer
verified

Correct Answer
verified

The term __________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Correct Answer
verified

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct Answer
verified

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Correct Answer
verified

In terms of the online customer experience,community refers to

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

Customization refers to

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

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items such as computer software,music,and video for which

Correct AnswerverifiedShow Answer

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

Correct AnswerverifiedShow Answer

Define and explain the importance of the eight-second rule.

Correct AnswerverifiedA commonly held view among online market...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Dynamic pricing is typically used for pricing

Correct AnswerverifiedShow Answer

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to

Correct AnswerverifiedShow Answer

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a __________ consumer.

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

The Harley Owners Group (HOG) ,sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the __________ design element.

Correct AnswerverifiedShow Answer

Personalization refers to

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Correct AnswerverifiedThe marketspace allows marketers to enha...View AnswerShow Answer

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Correct AnswerverifiedShow Answer

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The term __________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Correct AnswerverifiedShow Answer

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct AnswerverifiedShow Answer

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Correct AnswerverifiedShow Answer

In terms of the online customer experience,community refers to

Correct AnswerverifiedShow Answer

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verified
A commonly held view among online market...
View Answer

Correct Answer
verified

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Correct Answer
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Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The marketspace allows marketers to enha...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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