Question 1

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-over
C)   dual-track
D)   symbiotic
E)   multichannel

Question 2

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as collectibles and specialty foods,for which

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

threat arising from the introduction of an Internet channel and the potential harm to trade relationships with a manufacturer's retailing intermediaries is referred to as _________.

Accepted Answer

A)   channel conflict
B)   channel clash
C)   channel chaos
D)   channel divergence
E)   channel discord

Question 5

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.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)   possession and place utility.

Question 6

online consumer lifestyle segment called "time-sensitive materialists"

Accepted Answer

A)   are married couples with children at home who use the Internet like a consumer magazine.
B)   rarely spend money online and use the Internet only as an information source.
C)   regularly visit their favorite bookmarked websites and spend the most money online.
D)   regard the Internet as a convenient tool for buying music, books, and computer software.
E)   consist of young, affluent single consumers who spend more time online than any other segment.

Question 7

its research for Disney Online,C&R Research identified mothers who tend to be Internet newbies and go online infrequently as the "__________" segment.

Accepted Answer

A)   Tech Nester
B)   Mrs. NetSkeptic
C)   Passive Under Pressure
D)   Drifting Surfers
E)   Yes Mom

Question 8

greatest marketspace opportunity for marketers lies in its potential for creating __________.

Accepted Answer

A)   form utility
B)   time utility
C)   price utility
D)   possession utility
E)   place utility

Question 9

Which of the following characteristics of electronic commerce creates customer value by contributing to place and time utility?

Accepted Answer

A)   Electronic commerce makes products and services available to customers faster.
B)   Comparison shopping is easier in the marketspace than in the marketplace.
C)   Customers anywhere can shop in the marketspace at any time.
D)   Products available in the marketspace are more easily customized.
E)   Consumers can tell marketers exactly what they want in the marketspace.

Question 10

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.

Question 11

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Accepted Answer

A)   bots
B)   cookies
C)   spiders
D)   spam
E)   interstitials

Question 12

There are ten general product and service categories that dominate online consumer buying today and for the foreseeable future.List the top five and give an example of each.

Accepted Answer

The top five general product and service...

Question 13

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.

Accepted Answer

A)   Rider Kit
B)   Cyclo Kit
C)   Custom Kit
D)   Proviso Kit
E)   Seven Fit

Question 14

online consumers who regularly visit their favorite bookmarked websites and spend the most money online are referred to as "__________."

Accepted Answer

A)   hunter-gatherers
B)   brand loyalists
C)   click-and-mortar
D)   hooked, online, and single
E)   time-sensitive materialists

Question 15

online consumer lifestyle segment called "brand loyalists"

Accepted Answer

A)   are women who do their actual purchasing at traditional retail stores.
B)   rarely spend money online and use the Internet only as an information source.
C)   regularly visit their favorite bookmarked websites and spend the most money online.
D)   regard the Internet as a convenient tool for buying music, books, and computer software.
E)   consist of young, affluent single consumers who spend more time online than any other segment.

Question 16

interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Accepted Answer

A)   chat assistance.
B)   blog assistance.
C)   tweet assistance.
D)   choice assistance.
E)   bot assistance.

Question 17

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 18

Describe two potential problems associated with transactional websites.

Accepted Answer

The first problem is the potential for t...

Question 19

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for his or her Kindle,Amazon might recommend an e-book by a similar author.

Accepted Answer

A)   real-time e-commerce
B)   connectivity
C)   collaborative filtering
D)   interactive marketing
E)   personalization

Question 20

top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.

Accepted Answer

A)   reducing geographical barriers
B)   finding products that are restricted in their area
C)   finding products that are more customized to their needs
D)   finding products that are out of season
E)   comparing their options without having to trek to multiple retail locations

Exam 21: Implementing Interactive and Multi-Channel Marketing

its research for Disney Online,C&R Research identified mothers who tend to be Internet newbies and go online infrequently as the "__________" segment.

Correct AnswerverifiedShow Answer

Which of the following characteristics of electronic commerce creates customer value by contributing to place and time utility?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

online consumers who regularly visit their favorite bookmarked websites and spend the most money online are referred to as "__________."

Correct AnswerverifiedShow Answer

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

online consumer lifestyle segment called "time-sensitive materialists"

Correct AnswerverifiedShow Answer

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for his or her Kindle,Amazon might recommend an e-book by a similar author.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

greatest marketspace opportunity for marketers lies in its potential for creating __________.

Correct AnswerverifiedShow Answer

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Describe two potential problems associated with transactional websites.

Correct AnswerverifiedThe first problem is the potential for t...View AnswerShow Answer

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes items such as collectibles and specialty foods,for which

Correct AnswerverifiedShow Answer

online consumer lifestyle segment called "brand loyalists"

Correct AnswerverifiedShow Answer

top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.

Correct AnswerverifiedShow Answer

threat arising from the introduction of an Internet channel and the potential harm to trade relationships with a manufacturer's retailing intermediaries is referred to as _________.

Correct AnswerverifiedShow Answer

There are ten general product and service categories that dominate online consumer buying today and for the foreseeable future.List the top five and give an example of each.

Correct AnswerverifiedThe top five general product and service...View AnswerShow 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

interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

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

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

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The first problem is the potential for t...
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The top five general product and service...
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Companies have adopted initiatives to de...
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