Question 1

The 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 2

The most common cross-channel shopping and buying path is to browse one or more websites and then

Accepted Answer

A)  negotiate among competitors for the lowest price.
B)  find the item on an auction site such as eBay.
C)  contact the manufacturer directly.
D)  click on the shopping cart icon to purchase the product or service.
E)  purchase the item at a retail store.

Question 3

About __________ of U.S.online shoppers engage in showrooming.

Accepted Answer

A)  10%
B)  25%
C)  33%
D)  40%
E)  50%

Question 4

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Accepted Answer

A)  commerce
B)  context
C)  community
D)  content
E)  connection A

Question 5

A recent Disney Online "M.O.M." (Mom on a Mission) study found that today's mother __________.

Accepted Answer

A)  finds the Internet more of a distraction,interrupting time that she could spend with her family
B)  goes online with a specific task or goal in mind
C)  spends an average of almost 20 hours online per week
D)  spends most of her time online between the hours of 6:00 p.m.and 11:00 p.m.
E)  does not use the Internet to search for information about her child's/children's health

Question 6

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Accepted Answer

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

Question 7

To gauge stickiness,companies use the following formula:

Accepted Answer

A)  Average Time Spent per Unique Hourly visitor (minutes) = (Average Visits per Unique Hourly Visitor) × (Average Time Spent per Visit (minutes) .
B)  Average Time Spent per Unique Daily visitor (minutes) = (Average Visits per Unique Daily Visitor) × (Average Time Spent per Visit (minutes) .
C)  Average Time Spent per Unique Weekly visitor (minutes) = (Average Visits per Unique Weekly Visitor) × (Average Time Spent per Visit (minutes) .
D)  Average Time Spent per Unique Yearly visitor (minutes) = (Average Visits per Unique Yearly Visitor) × (Average Time Spent per Visit (minutes) .
E)  Average Time Spent per Unique Monthly visitor (minutes) = (Average Visits per Unique Monthly Visitor) × (Average Time Spent per Visit (minutes) .

Question 8

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

Accepted Answer

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

Question 9

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The marketspace allows marketers to enha...

Question 10

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc. ) and deciding how they want it to look (colors,themes,and layouts) .This consumer-initiated practice is an example of

Accepted Answer

A)  permission marketing.
B)  personalization.
C)  transactional website.
D)  collaborative filtering.
E)  customerization.

Question 11

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market...

Question 12

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 her Kindle,Amazon might recommend an e-book by a similar author within the same genre.

Accepted Answer

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

Question 13

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Accepted Answer

A)  connectivity
B)  customerization
C)  customer digitalization
D)  online facilitation
E)  intermediation

Question 14

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Accepted Answer

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

Question 15

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

Accepted Answer

A)  quick serve restaurant
B)  quality service restaurant
C)  quality,service,and responsibility
D)  quantity service restaurant
E)  quality service review

Question 16

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel,automobiles,and prescription medications) in 2016.

Accepted Answer

A)  $829 million
B)  $997 million
C)  $39 billion
D)  $278 billion
E)  $327 billion

Question 17

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

Accepted Answer

A)  the Internet
B)  just-in-time delivery
C)  marketing dashboards
D)  logistics management
E)  its own retail stores exclusively

Question 18

Cookies refer to

Accepted Answer

A)  computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website.
B)  embedded programs that flash split-second subliminal messages at regular intervals.
C)  benign links that direct a customer to alternate websites that might be of interest to them.
D)  electronic unsolicited e-mail.
E)  spyware used to secretly retrieve personal information from a person's computer.

Question 19

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Accepted Answer

A)  spam
B)  spiders
C)  loggers
D)  cookies
E)  trackers

Question 20

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

Accepted Answer

A)  customer attrition
B)  stickiness
C)  cannibalization
D)  unauthorized buzz
E)  excessive product returns C

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct Answer
verified

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct Answer
verified

About __________ of U.S.online shoppers engage in showrooming.

Correct Answer
verified

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct Answer
verified
A

A recent Disney Online "M.O.M." (Mom on a Mission) study found that today's mother __________.

Correct Answer
verified

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Correct Answer
verified

To gauge stickiness,companies use the following formula:

Correct Answer
verified

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

Correct Answer
verified
A

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Correct Answer
verified
The marketspace allows marketers to enha...
View Answer

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc. ) and deciding how they want it to look (colors,themes,and layouts) .This consumer-initiated practice is an example of

Correct Answer
verified

Define and explain the importance of the eight-second rule.

Correct Answer
verified
A commonly held view among online market...
View Answer

Correct Answer
verified

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Correct Answer
verified

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Correct Answer
verified

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

Correct Answer
verified

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel,automobiles,and prescription medications) in 2016.

Correct Answer
verified

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

Correct Answer
verified

Cookies refer to

Correct Answer
verified

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Correct Answer
verified

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

Correct Answer
verified
C

Exam 21: Implementing Interactive and Multichannel Marketing

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

Correct AnswerverifiedShow Answer

The most common cross-channel shopping and buying path is to browse one or more websites and then

Correct AnswerverifiedShow Answer

About __________ of U.S.online shoppers engage in showrooming.

Correct AnswerverifiedShow Answer

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Correct AnswerverifiedA

A recent Disney Online "M.O.M." (Mom on a Mission) study found that today's mother __________.

Correct AnswerverifiedShow Answer

Consumers deftly use Internet technology to seek information,evaluate alternatives,and make purchase decisions on their own time,terms,and conditions.This describes an example of the sixth reason why consumers buy and shop online.

Correct AnswerverifiedShow Answer

To gauge stickiness,companies use the following formula:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Correct AnswerverifiedThe marketspace allows marketers to enha...View AnswerShow Answer

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc. ) and deciding how they want it to look (colors,themes,and layouts) .This consumer-initiated practice is an example of

Correct AnswerverifiedShow Answer

Define and explain the importance of the eight-second rule.

Correct AnswerverifiedA commonly held view among online market...View AnswerShow Answer

Correct AnswerverifiedShow Answer

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Correct AnswerverifiedShow Answer

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Correct AnswerverifiedShow Answer

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

Correct AnswerverifiedShow Answer

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel,automobiles,and prescription medications) in 2016.

Correct AnswerverifiedShow Answer

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

Correct AnswerverifiedShow Answer

Cookies refer to

Correct AnswerverifiedShow Answer

What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences,personal data,passwords,and financial information,including credit card numbers?

Correct AnswerverifiedShow Answer

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

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The marketspace allows marketers to enha...
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A commonly held view among online market...
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