Question 1

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

Accepted Answer

A)   control.
B)   customization.
C)   convenience.
D)   choice.
E)   communication.

Question 2

The benefit of customization in the online environment is that

Accepted Answer

A)   a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
B)   it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
C)   it protects online consumer privacy about the customized products and services they desire.
D)   it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site.
E)   it reduces costs and wasted coverage both for the buyer and seller.

Question 3

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.

Question 4

Word-of-mouth behavior in marketspace is referred to as

Accepted Answer

A)   tweets.
B)   buzz.
C)   instant messaging.
D)   blogging.
E)   likes.

Question 5

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Accepted Answer

Customer experience is defined as the su...

Question 6

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Accepted Answer

A)   wikis
B)   choiceboards
C)   social media
D)   cookies
E)   collaborative filters

Question 7

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 electronic commerce contributes to customer value through the creation of

Accepted Answer

A)   service utility.
B)   place utility.
C)   possession utility.
D)   form utility.
E)   time and possession utility.

Question 8

Pizza Hut's management team uses a(n)  ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A)   Gantt chart
B)   market-product grid
C)   marketing dashboard
D)   information screen
E)   BCG matrix

Question 9

Define a cross-channel consumer, and explain why they are important to marketers.

Accepted Answer

A cross-channel consumer is an online co...

Question 10

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

Accepted Answer

A)   Anti-SPAM
B)   E-Mail Privacy
C)   Digital Marketing
D)   Consumer E-Mail Solicitation
E)   CAN-SPAM

Question 11

In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Accepted Answer

A)   marketspace
B)   multichannel online mall
C)   cyberstore
D)   virtual store
E)   marketplace

Question 12

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Accepted Answer

A)   viral marketing.
B)   buzz.
C)   data mining.
D)   behavioral targeting.
E)   spyware.

Question 13

Among popular purchases online, one category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as

Accepted Answer

A)   music and videos.
B)   computers.
C)   books.
D)   unique items.
E)   gifts.

Question 14

To gauge stickiness, companies use the following formula

Accepted Answer

A)   Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor)  × (Average time spent per visit in minutes) .
B)   Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor)  × (Average time spent per visit in minutes) .
C)   Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor)  × (Average time spent per visit in minutes) .
D)   Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor)  × (Average time spent per visit in minutes) .
E)   Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor)  × (Average time spent per visit in minutes) .

Question 15

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Accepted Answer

A)   a choiceboard.
B)   collaborative filtering.
C)   connectivity.
D)   interactive marketing.
E)   personalization.

Question 16

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

Accepted Answer

A)   driving vehicles owned by friends or family
B)   creating a new household budget
C)   developing a negotiation technique
D)   researching cars online
E)   getting new-car recommendations from personal sources

Question 17

Stickiness Marketing Dashboard
-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors several measures. For 2013, where would Arrow A be shown, as the average time spent per unique monthly visitor (in minutes)  on the automobile dealership's website?

Accepted Answer

A)   4.0 minutes
B)   4.5 minutes
C)   7.5 minutes
D)   9.0 minutes
E)   cannot be determined

Question 18

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

Accepted Answer

A)   $200 million
B)   $900 million
C)   $40 billion
D)   $100 billion
E)   $500 billion

Question 19

Stickiness Marketing Dashboard
-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors several measures. For 2014, where would Arrow B be shown, as the average time spent per unique monthly visitor (in minutes)  on the automobile dealership's website?

Accepted Answer

A)   4.0 minutes
B)   6.0 minutes
C)   10.0 minutes
D)   16.0 minutes
E)   cannot be determined

Question 20

When John subscribed to a financial news publication online, the company told him that as a service to him it would be creating a cookie. Explain what the online publication did and why.

Accepted Answer

Cookies are computer files that a market...

Exam 14: Implementing Interactive and Multichannel Marketing

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Correct Answer
verified

Pizza Hut's management team uses a(n) ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct Answer
verified

To gauge stickiness, companies use the following formula

Correct Answer
verified

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 electronic commerce contributes to customer value through the creation of

Correct Answer
verified

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Correct Answer
verified
Customer experience is defined as the su...
View Answer

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

Correct Answer
verified

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Word-of-mouth behavior in marketspace is referred to as

Correct Answer
verified

Define a cross-channel consumer, and explain why they are important to marketers.

Correct Answer
verified
A cross-channel consumer is an online co...
View Answer

The benefit of customization in the online environment is that

Correct Answer
verified

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct Answer
verified

Personalization refers to

Correct Answer
verified

When John subscribed to a financial news publication online, the company told him that as a service to him it would be creating a cookie. Explain what the online publication did and why.

Correct Answer
verified
Cookies are computer files that a market...
View Answer

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

Correct Answer
verified

Correct Answer
verified

In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct Answer
verified

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

Correct Answer
verified

Among popular purchases online, one category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as

Correct Answer
verified

Exam 14: Implementing Interactive and Multichannel Marketing

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Correct AnswerverifiedShow Answer

Pizza Hut's management team uses a(n) ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct AnswerverifiedShow Answer

To gauge stickiness, companies use the following formula

Correct AnswerverifiedShow Answer

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 electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Correct AnswerverifiedCustomer experience is defined as the su...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Because ________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Word-of-mouth behavior in marketspace is referred to as

Correct AnswerverifiedShow Answer

Define a cross-channel consumer, and explain why they are important to marketers.

Correct AnswerverifiedA cross-channel consumer is an online co...View AnswerShow Answer

The benefit of customization in the online environment is that

Correct AnswerverifiedShow Answer

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Correct AnswerverifiedShow Answer

Personalization refers to

Correct AnswerverifiedShow Answer

When John subscribed to a financial news publication online, the company told him that as a service to him it would be creating a cookie. Explain what the online publication did and why.

Correct AnswerverifiedCookies are computer files that a market...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Among popular purchases online, one category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as

Correct AnswerverifiedShow Answer

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Customer experience is defined as the su...
View Answer

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A cross-channel consumer is an online co...
View Answer

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Cookies are computer files that a market...
View Answer

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