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Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover fourteen pictures that make lavish use of color. The Wolferman website design conveys the core consumer benefits provided by the company's offerings through the use of __________.


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

Correct Answer

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Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.


A) 30%
B) 40%
C) 50%
D) 60%
E) 70%

Correct Answer

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Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) __________ 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.


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

Correct Answer

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Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.


A) cost
B) communication
C) choice
D) control
E) convenience

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Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. And payment can be made using one of four credit cards (Visa, MasterCard, American Express, and Discover) . This shows how electronic commerce contributes to customer value through the creation of __________.


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

Correct Answer

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Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online?


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

Correct Answer

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Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.


A) transactional
B) financial
C) service-oriented
D) informational
E) cross-functional

Correct Answer

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iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.


A) a web community
B) spam
C) a shopping bot
D) a blog
E) a web café

Correct Answer

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According to the eight-second rule,


A) it only takes eight seconds for someone to learn how to navigate a marketer's website.
B) any online purchase should take no more than eight seconds to complete.
C) prospective customers will not wait longer than eight seconds for a response in a chat room.
D) 50 percent of online consumers will spend less than eight seconds "surfing" a website.
E) customers will abandon a website if download time exceeds eight seconds.

Correct Answer

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Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.


A) 33 percent
B) 50 percent
C) 67 percent
D) 80 percent
E) 95 percent

Correct Answer

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Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book or browse related titles that was reviewed. NYTimes.com effectively uses the __________ website design element.


A) convenience
B) control
C) connection
D) community
E) communication

Correct Answer

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Which of the following statements about transactional websites is NOT true?


A) Transactional websites are most common among store and catalog retailers and direct selling companies.
B) Transactional websites can create channel conflict.
C) Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
D) Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
E) Transactional websites are used less frequently by manufacturers of consumer products.

Correct Answer

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


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 can shop in the marketspace anywhere 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.Operating hours and geographical constraints do not exist in marketspace. Therefore, customers can shop in the marketspace anywhere at any time.

Correct Answer

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Spam refers to


A) communications that take the form of electronic junk mail or unsolicited e-mail.
B) published private, secret, and/or classified e-mails from anonymous sources.
C) computer-generated e-mails that are self-directed and self-perpetuating.
D) a marketer-generated cookie whose sole purpose is to block a consumer from accessing competitors' websites.
E) any non-personal electronically generated message sent via the Internet.

Correct Answer

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The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.


A) online colonies
B) government-to-marketer Do Not Spam monitoring
C) web-to-web customer exchanges
D) phishing and spamming whistleblowing
E) consumer-to-marketer buying and service requests

Correct Answer

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Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.


A) people returning home from work
B) families and mothers with no time
C) college students living on campus
D) men who watch sports on weekends
E) high school students on dates

Correct Answer

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A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) __________.


A) their customers are assured that their name or buyer profile data will not be sold or shared with others
B) customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 100% satisfaction guarantee of product quality and performance for any product purchased online
C) customers will be protected from identity theft for any product purchased from its website
D) the firm will never buy marketing lists from other companies that may contain their personal information
E) opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

Correct Answer

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The text, video, audio, and graphics that are found on a website are referred to as __________.


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

Correct Answer

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Which of the following statements regarding online consumers is most accurate?


A) With the exception of the setting used to make the exchange (online versus retail store) , the profile of an online customer is almost identical to the traditional shopper.
B) Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39.
D) Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax.
E) Many people are "put off" by the difficulty in navigating so many new websites.

Correct Answer

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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

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Customer experience is defined as the su...

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