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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 61

Multiple Choice

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Legacy companies that sell luxury fashions

A) offer lower prices and have smaller margins when selling online.
B) are the fastest growing category in e-commerce.
C) have been leaders in creating the online experience.
D) generate the highest profit when they offer discount merchandise only online.
E) are not likely to sell them online.

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Question 62

Multiple Choice

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Among popular online purchases, one kind of product includes regularly purchased consumer packaged goods such as personal care items where

A) customer value is the most important element.
B) price and delivery time are not key factors.
C) convenience is very important.
D) digital delivery is an important factor.
E) price and speed of delivery are the determinant sales factors.

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Question 63

Multiple Choice

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In 2004 the ________ Act became effective, restricting information collection and unsolicited e-mail promotions on the Internet.

Amazon.com is an Internet retailer located in the United States. About 45 percent of its sales are to customers who live outside the United States. This shows how the digital marketspace contributes to customer value through the creation of

Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.

Electronic shopping agents that search websites to compare prices and product or service features are referred to as

Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's ________ fitting system that considers the rider's size, aspirations, and riding habits.

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.

iVillage.com is a website targeted at women who share common interests such as career management, personal finances, parenting, relationships, beauty, and health. The site features articles, newsletters, and videos on these topics as well as the opportunity for visitors to link to its social media sites like Facebook and Pinterest. This describes one example of why consumers shop and buy online, which is

Internet users aged 15 and older are expected to buy about ________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2022.

Which of these is an approach to viral marketing?

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.

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

Interactive marketing often makes use of

Which of these is an important step in effectively implementing multichannel marketing?

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.

In terms of the online customer experience, commerce refers to

Internet shopping is now commonplace. Feeling guilty after online shopping or hiding things you buy online because of what others will think are among the signs that a shopper

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

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