Question 1

In marketspace,buzz refers to

Accepted Answer

A)  instant messaging.
B)  Facebook posting or tweeting.
C)  word-of-mouth behavior.
D)  firm-based viral marketing.
E)  negative online ads.F) B) and E)
G) All of the above

Question 2

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 matrixF) All of the above
G) A) and D)

Question 3

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Accepted Answer

A)  form utility.
B)  time utility.
C)  price utility.
D)  place utility.
E)  possession utility.F) C) and E)
G) C) and D)

Question 4

Figure 21-1
 
-Consider Figure 21-1 above.Box G refers to which of the following website design elements?

Accepted Answer

A)  creativity
B)  communication
C)  control
D)  consistency
E)  collaborationF) B) and D)
G) None of the above

Question 5

Figure 21-1
 
-Consider Figure 21-1 above.Box F refers to which of the following website design elements?

Accepted Answer

A)  creativity
B)  connection
C)  control
D)  consistency
E)  collaborationF) D) and E)
G) B) and E)

Question 6

From an interactive marketing perspective,________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Accepted Answer

A)  digitalization
B)  online marketing
C)  website design
D)  interactive marketing
E)  customer experienceF) A) and C)
G) C) and E)

Question 7

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Accepted Answer

A)  nutritional value
B)  a hassle-free eating experience
C)  a great social experience
D)  less time and cash invested
E)  friendly environmentF) B) and E)
G) A) and B)

Question 8

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Accepted Answer

A)  chatbots.
B)  choice assistance.
C)  sales promotions.
D)  adaptive selling.
E)  bot assistance.F) C) and D)
G) A) and B)

Question 9

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Accepted Answer

A)  dispense
B)  recommend
C)  finance
D)  distribute
E)  customizeF) None of the above
G) A) and B)

Question 10

Figure 21-1
 
-Consider Figure 21-1 above.Box E refers to which of the following website design elements?

Accepted Answer

A)  creativity
B)  context
C)   control
D)  consistency
E)  collaborationF) All of the above
G) A) and E)

Question 11

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

Accepted Answer

A)  a matter of minutes.
B)  real time.
C)  about 24 hours.
D)  a few months' time,after quarterly reports are compiled.
E)  time for a subsequent purchase.F) C) and E)
G) A) and E)

Question 12

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 determinedF) None of the above
G) B) and C)

Question 13

Multichannel marketing refers to

Accepted Answer

A)  selling the same product to the same customers under two distinct brand names.
B)  selling the same product to the same customers at two different price points through two different distributors.
C)  the blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online.
D)  the use of bots to find the best prices and make purchases from multiple websites simultaneously.
E)  the blending of nonelectronic communication and delivery channels to counteract the power of online buying.F) A) and B)
G) B) and C)

Question 14

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.F) A) and B)
G) A) and D)

Question 15

Online buyers of consumer electronics can shop websites like QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Accepted Answer

A)  convenience.
B)  choice.
C)  cost.
D)  control.
E)  customization.F) A) and B)
G) All of the above

Question 16

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 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 consumers shop online?

Accepted Answer

A)  convenience
B)  communication
C)  customization
D)  choice
E)  controlF) B) and C)
G) A) and E)

Question 17

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Accepted Answer

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

Question 18

Customization refers to

Accepted Answer

A)  the specialization in one very small but highly sought out specialty item.
B)  Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)  the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)  items that are unique in every dimension to minimize feature bloat.
E)  novelty items used as sales promotions such as cups,hats,etc. ,that will be imprinted with a company logo and use the company colors and slogans if applicable.F) All of the above
G) B) and D)

Question 19

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Accepted Answer

A)  consumer responsibility.
B)  closer global alliances.
C)  web communities.
D)  social responsibility.
E)  courteous online dialogue.F) None of the above
G) B) and E)

Question 20

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Accepted Answer

The Harley-Davidson website provides con...

Exam 21: Implementing Interactive and Multichannel Marketing

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

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Correct Answer
verified

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Correct Answer
verified

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Correct Answer
verified

Figure 21-1 -Consider Figure 21-1 above.Box F refers to which of the following website design elements?

Correct Answer
verified

Correct Answer
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Correct Answer
verified
The Harley-Davidson website provides con...
View Answer

Customization refers to

Correct Answer
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Figure 21-1 -Consider Figure 21-1 above.Box G refers to which of the following website design elements?

Correct Answer
verified

Online buyers of consumer electronics can shop websites like QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Correct Answer
verified

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Correct Answer
verified

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Correct Answer
verified

In marketspace,buzz refers to

Correct Answer
verified

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

Correct Answer
verified

Figure 21-1 -Consider Figure 21-1 above.Box E refers to which of the following website design elements?

Correct Answer
verified

Multichannel marketing refers to

Correct Answer
verified

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Correct Answer
verified

From an interactive marketing perspective,________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Correct Answer
verified

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

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

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Correct AnswerverifiedShow Answer

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating

Correct AnswerverifiedShow Answer

Figure 21-1 -Consider Figure 21-1 above.Box F refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe Harley-Davidson website provides con...View AnswerShow Answer

Customization refers to

Correct AnswerverifiedShow Answer

Figure 21-1 -Consider Figure 21-1 above.Box G refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Online buyers of consumer electronics can shop websites like QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

Correct AnswerverifiedShow Answer

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Correct AnswerverifiedShow Answer

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes

Correct AnswerverifiedShow Answer

In marketspace,buzz refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 21-1 -Consider Figure 21-1 above.Box E refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Multichannel marketing refers to

Correct AnswerverifiedShow Answer

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Correct AnswerverifiedShow Answer

From an interactive marketing perspective,________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

Correct AnswerverifiedShow Answer

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

Correct AnswerverifiedShow Answer

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The Harley-Davidson website provides con...
View Answer

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