Question 1

Marketers produce a customer experience through seven website design elements: (1)  context; (2)  content; (3)  community; (4)  __________; (5)  communication; (6)  connection; and (7)  commerce.

Accepted Answer

A)  customization
B)  control
C)  consistency
D)  collaboration
E)  creativityF) C) and D)
G) D) and E)

Question 2

In terms of the online customer experience, connection is defined as the

Accepted Answer

A)  network of formal linkages between a company's website and other sites.
B)  text, video, audio, and graphics that the website contains which appeal directly to the consumer.
C)  website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.) .
D)  speed and ease with which a customer can move between pages on a website.
E)  website's ability to tailor itself to different users or to allow users to personalize the sitE.Text term definition - connection.F) B) and D)
G) B) and C)

Question 3

Consumers can visit the L.L. Bean website to scan and order from among thousands of displayed products without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is __________.

Accepted Answer

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

Question 4

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 why 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...

Question 5

One category product and service category that dominates online consumer buying consists of highly standardized products and services, such as home improvement 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.F) B) and C)
G) A) and E)

Question 6

Buzz is particularly influential for which of the following items?

Accepted Answer

A)  toys, pharmaceuticals, motion pictures, and consumer electronics
B)  parenting, gardening, retirement funds, and health insurance
C)  funeral services, cruises, foreign travel, and higher education
D)  daycare, jewelry, restaurants, and road paving
E)  tennis lessons, veterinarians, dance studios, and pressure washingF) C) and D)
G) D) and E)

Question 7

Which of the following transactions occurred in the marketspace?

Accepted Answer

A)  Connie sold Discovery Toys creative puzzles at an in-home demonstration.
B)  Joan bought a brand new pair of Dansko shoes through Zappos.com.
C)  Shelby purchased an iPhone case at a kiosk at the airport.
D)  Corey bought a double-dipped chocolate ice cream cone from the ice cream person when his mobile ice cream truck came down the street.
E)  Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.F) All of the above
G) A) and B)

Question 8

The six reasons why consumers shop and buy online are

Accepted Answer

A)  interest, personalization, cost, control, speed, and customization.
B)  customization, customerization, price, service, entertainment, and convenience.
C)  content, context, utility, entertainment, communication, and cost.
D)  convenience, choice, customization, communication, cost, and control.
E)  control, utility, interest, personalization, choice, and flexibility.F) C) and D)
G) B) and E)

Question 9

Computer files that a marketer can download onto the computer and mobile phone 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)  interstitialsF) A) and B)
G) A) and C)

Question 10

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

Accepted Answer

A)  cross-functional
B)  financial
C)  service-oriented
D)  informational
E)  promotionalF) D) and E)
G) A) and E)

Question 11

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

Accepted Answer

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

Question 12

All of the following are motivators for showrooming EXCEPT:

Accepted Answer

A)  looking for online promotions or deals.
B)  evaluating product displays in retail outlets.
C)  obtaining merchandise information (features, benefits) .
D)  checking merchandise reviews and ratings.
E)  seeking lower prices.F) A) and D)
G) A) and C)

Question 13

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Accepted Answer

A)  content
B)  functionally
C)  aesthetically
D)  text
E)  pictureF) C) and D)
G) A) and B)

Question 14

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications)  in 2017.

Accepted Answer

A)  $829 million
B)  $997 million
C)  $39 billion
D)  $278 billion
E)  $370 billionF) A) and E)
G) A) and D)

Question 15

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Accepted Answer

A)  consent-in.
B)  choose-in.
C)  agreement-in.
D)  opt-in.
E)  permission-in.F) A) and B)
G) A) and C)

Question 16

The 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 assistanceF) A) and C)
G) All of the above

Question 17

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A)  digital consumers.
B)  online consumers.
C)  cyberspace consumers.
D)  cross-channel consumers.
E)  multichannel consumers.F) C) and D)
G) A) and B)

Question 18

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________, which refers to the amount of time per month that visitors spend on their websites.

Accepted Answer

A)  stickiness
B)  glueyness
C)  gumminess
D)  adhesiveness
E)  connectivenessF) A) and B)
G) B) and D)

Question 19

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Accepted Answer

A)  village
B)  community
C)  district
D)  area
E)  populationF) A) and D)
G) C) and E)

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 returnsF) C) and D)
G) C) and E)

Exam 18: Implementing Interactive and Multichannel Marketing

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection; and (7) commerce.

Correct Answer
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The six reasons why consumers shop and buy online are

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

Correct Answer
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Which of the following transactions occurred in the marketspace?

Correct Answer
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Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2017.

Correct Answer
verified

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________, which refers to the amount of time per month that visitors spend on their websites.

Correct Answer
verified

Buzz is particularly influential for which of the following items?

Correct Answer
verified

Consumers can visit the L.L. Bean website to scan and order from among thousands of displayed products without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is __________.

Correct Answer
verified

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct Answer
verified

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

Correct Answer
verified

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In terms of the online customer experience, connection is defined as the

Correct Answer
verified

All of the following are motivators for showrooming EXCEPT:

Correct Answer
verified

One category product and service category that dominates online consumer buying consists of highly standardized products and services, such as home improvement products and casual apparel, for which

Correct Answer
verified

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Correct Answer
verified

The 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 Answer
verified

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection; and (7) commerce.

Correct AnswerverifiedShow Answer

The six reasons why consumers shop and buy online are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following transactions occurred in the marketspace?

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 2017.

Correct AnswerverifiedShow Answer

Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________, which refers to the amount of time per month that visitors spend on their websites.

Correct AnswerverifiedShow Answer

Buzz is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

Consumers can visit the L.L. Bean website to scan and order from among thousands of displayed products without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is __________.

Correct AnswerverifiedShow Answer

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Correct AnswerverifiedShow Answer

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

Correct AnswerverifiedShow Answer

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of the online customer experience, connection is defined as the

Correct AnswerverifiedShow Answer

All of the following are motivators for showrooming EXCEPT:

Correct AnswerverifiedShow Answer

One category product and service category that dominates online consumer buying consists of highly standardized products and services, such as home improvement products and casual apparel, for which

Correct AnswerverifiedShow Answer

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Correct AnswerverifiedShow Answer

The 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

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct AnswerverifiedShow Answer

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

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