Question 1

To gauge website stickiness,a company monitors

Accepted Answer

A)  the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
B)  the average time it takes for customers to move from one page of a website to another.
C)  the amount of time per month,in minutes,visitors spend on a company's website.
D)  the number of visits by a unique customer to the same website before an actual purchase is made.
E)  the total time,in hours and minutes,that it takes for a customer to make an online purchase.

Question 2

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

Accepted Answer

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

Question 3

Among popular purchases online,one kind of product consists of items like 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.

Question 4

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.

Question 5

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)  opt-in.
B)  e-consent.
C)  a cookie.
D)  spam.
E)  e-authorization.

Question 6

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Accepted Answer

A)  interface
B)  cross-channel consumer
C)  behavioral targeting
D)  symbiotic
E)  multichannel

Question 7

________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A)  Multichannel shopping
B)  Multichannel marketing
C)  Intertype retailing
D)  Webrooming
E)  Social commerce

Question 8

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used ________ to introduce its new product.

Accepted Answer

A)  opt-out marketing
B)  personalization
C)  viral marketing
D)  buzz marketing
E)  permission marketing

Question 9

One popular kind of product purchased online consists of highly standardized products and services,such as home furnishings,automotive products,and casual apparel for which

Accepted Answer

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.

Question 10

The amount of time per month that visitors spend on a company's website is referred to as

Accepted Answer

A)  visiting time.
B)  stickiness.
C)  staying power.
D)  browsing time.
E)  connectiveness.

Question 11

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.

Accepted Answer

A)  E-consent
B)  NetChoice
C)  NetAgreement
D)  Opt-in
E)  E-authorization

Question 12

Define spam and viral marketing.

Accepted Answer

Spam can take the form of electronic jun...

Question 13

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Accepted Answer

A)  context
B)  customization
C)  content
D)  communication
E)  connection

Question 14

All of the following are motivators for showrooming except which?

Accepted Answer

A)  looking for online promotions or deals
B)  evaluating customer service in retail outlets
C)  obtaining merchandise information (features,benefits) 
D)  checking merchandise reviews and ratings on social media
E)  seeking lower prices

Question 15

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Accepted Answer

A)  a transformational;promotional
B)  a promotional;transactional
C)  a transactional;customer engagement
D)  an informational;transactional
E)  a customer engagement;transactional

Question 16

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.

Accepted Answer

A)  choice and control
B)  cost and convenience
C)  interactivity and individuality
D)  communication and information
E)  choice boards and collaborative filtering

Question 17

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Accepted Answer

A)  context and content
B)  communication and context
C)  commerce and customization
D)  communication and connection
E)  content and communications

Question 18

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

Accepted Answer

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

Question 19

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds,which is referred to as

Accepted Answer

A)  the stickiness guideline.
B)  the 80/20 principle.
C)  the eight-second rule.
D)  the law of limited patience.
E)  the expedience factor.

Question 20

Pizza Hut's cost-conscious mothers look for a good quality product and ________.Deal-seeking young adult males seek more of the food they love with ________ in the process.

Accepted Answer

A)  nutritional value;coupons and extra servings
B)  a hassle-free eating experience;less time and cash invested
C)  the lowest price possible;a great social experience
D)  time with their children;the best price possible
E)  friendly environment;free,fast,and easy delivery

Exam 21: Implementing Interactive and Multichannel Marketing

________ is the practice of examining products online and then buying them in a store.

Correct Answer
verified

One popular kind of product purchased online consists of highly standardized products and services,such as home furnishings,automotive products,and casual apparel for which

Correct Answer
verified

Among popular purchases online,one kind of product consists of items like computer software,music,and video for which

Correct Answer
verified

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct Answer
verified

Define spam and viral marketing.

Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Correct Answer
verified

The amount of time per month that visitors spend on a company's website is referred to as

Correct Answer
verified

To gauge website stickiness,a company monitors

Correct Answer
verified

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.

Correct Answer
verified

Correct Answer
verified

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct Answer
verified

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct Answer
verified

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.

Correct Answer
verified

All of the following are motivators for showrooming except which?

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds,which is referred to as

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

________ is the practice of examining products online and then buying them in a store.

Correct AnswerverifiedShow Answer

One popular kind of product purchased online consists of highly standardized products and services,such as home furnishings,automotive products,and casual apparel for which

Correct AnswerverifiedShow Answer

Among popular purchases online,one kind of product consists of items like computer software,music,and video for which

Correct AnswerverifiedShow Answer

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct AnswerverifiedShow Answer

Define spam and viral marketing.

Correct AnswerverifiedSpam can take the form of electronic jun...View AnswerShow Answer

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Correct AnswerverifiedShow Answer

The amount of time per month that visitors spend on a company's website is referred to as

Correct AnswerverifiedShow Answer

To gauge website stickiness,a company monitors

Correct AnswerverifiedShow Answer

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ platform to an efficient and powerful ________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct AnswerverifiedShow Answer

Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

Correct AnswerverifiedShow Answer

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.

Correct AnswerverifiedShow Answer

All of the following are motivators for showrooming except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut's cost-conscious mothers look for a good quality product and ________.Deal-seeking young adult males seek more of the food they love with ________ in the process.

Correct AnswerverifiedShow Answer

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds,which is referred to as

Correct AnswerverifiedShow 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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Correct Answer
verified
Spam can take the form of electronic jun...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Pizza Hut set out to reinvent the retail pizza business by breaking away from platform to an efficient and powerful platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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