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The Harley Owners Group (HOG) , sponsored by Harley-Davidson and supported by its website, allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website incorporates the __________ design element.


A) context
B) choice
C) community
D) convenience
E) connection

F) A) and C)
G) B) and D)

Correct Answer

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


A) consumer responsibility
B) closer global alliances
C) web communities
D) social responsibility
E) courteous online dialogue

F) A) and B)
G) C) and D)

Correct Answer

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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.


A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience

F) A) and E)
G) C) and E)

Correct Answer

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Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.


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

F) D) and E)
G) A) and E)

Correct Answer

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All of the following are popular product categories for showrooming EXCEPT:


A) toys.
B) books.
C) apparel.
D) consumer electronics.
E) home appliances.

F) D) and E)
G) A) and D)

Correct Answer

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Why would an online consumer want to use a bot?


A) Bots help customers design one-of-a-kind products that fit their specific needs.
B) Bots increase the selection of products and services from which online consumers can choose.
C) Bots allow online consumers to engage in an electronic dialogue with marketers.
D) Bots assist in comparison shopping online.
E) Bots allow marketers to record an online consumer's visits to their websites.

F) A) and B)
G) D) and E)

Correct Answer

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Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.


A) cross-functional
B) interlocking marketing
C) multichannel marketing
D) dual distribution
E) market penetration

F) All of the above
G) None of the above

Correct Answer

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In terms of the online customer experience, customization refers to


A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B) the website's ability to conduct sales transactions for products and services.
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E) the ability of a website to modify itself to, or be modified by, each individual user.

F) D) and E)
G) B) and E)

Correct Answer

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Pizza Hut's website __________ are integrated with the company's overall communications programs - including traditional media - with product innovations, promotions, and special events shared across platforms.


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

F) A) and D)
G) B) and E)

Correct Answer

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Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.


A) promotional
B) conventional
C) intermediary
D) choiceboard
E) transactional

F) A) and E)
G) A) and C)

Correct Answer

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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.


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

F) A) and C)
G) B) and E)

Correct Answer

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The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.


A) the stickiness guideline
B) the 80/20 principle
C) the eight-second rule
D) the law of limited patience
E) the expedience factor

F) C) and D)
G) All of the above

Correct Answer

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A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background but there are no links to other websites. The WWE.com website is lacking __________, a website design element that influences customer experience.


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

F) C) and D)
G) A) and D)

Correct Answer

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Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a __________.


A) choiceboard
B) permission-based e-mail
C) cookie
D) bot
E) collaborative filter

F) A) and D)
G) A) and C)

Correct Answer

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Compared to the general population, the profile of online consumers tend to be


A) younger, more educated, more affluent and equally male and female.
B) younger, more educated, conservative, and male.
C) younger, more educated, socially conscious, and female.
D) older, less educated, less affluent, and male.
E) older, more educated, more affluent, and femalE.As a group, online consumers are equally likely to be women and men, but tend to be better educated, are younger, and are more affluent than the general U.S. population.

F) A) and D)
G) C) and D)

Correct Answer

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Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used __________ to introduce its new product.


A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

F) A) and B)
G) A) and C)

Correct Answer

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-Consider Figure 18-2 above. F refers to which of the following website design elements? A) communication B) commerce C) customization D) connection E) context -Consider Figure 18-2 above. F refers to which of the following website design elements?


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

F) C) and D)
G) B) and C)

Correct Answer

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Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to


A) drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price.
B) call all five bookstores in her community to inquire about the price of the book at each one.
C) use a bot to comb the websites of online booksellers and locate the one with the best price.
D) use a cookie to contact various bookstores and find the one with the best price.
E) create a choiceboard using the Barnes & Noble's Facebook Pag

F) A) and B)
G) B) and C)

Correct Answer

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Online buyers of consumer electronics can shop individual manufacturers, such as 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


A) convenience.
B) choice.
C) cost.
D) control.
E) customization.

F) All of the above
G) A) and E)

Correct Answer

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In terms of website design, connection refers to


A) the text, video, audio, and graphics that the website contains.
B) the website's capabilities to enable commercial transactions.
C) the network of linkages between a company's website and other sites.
D) the layout of the website.
E) the website's ability to tailor itself to different users or to allow users to personalize the websitE.Text term definition - connection.

F) A) and B)
G) None of the above

Correct Answer

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