Question 1

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.

Accepted Answer

A)  Rider Kit
B)  Cyclo Kit
C)  Custom Kit
D)  Proviso Kit
E)  Seven FitF) C) and D)
G) C) and E)

Question 2

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

Accepted Answer

A)  collaborative marketing
B)  personalization
C)  viral marketing
D)  buzz marketing
E)  permission marketingF) None of the above
G) B) and E)

Question 3

Computer files that a marketer can download onto the computer 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) B) and D)
G) A) and B)

Question 4

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

Accepted Answer

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

Question 5

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 B)
G) C) and D)

Question 6

List the six reasons why consumers shop and buy online.

Accepted Answer

The six reasons consumers shop...

Question 7

The eight-second rule refers to the view that

Accepted Answer

A)  if a website doesn't attract a consumer's attention in the first eight seconds,the consumer will move on to a different site.
B)  customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
C)  any online purchase should take no more than eight seconds to complete.
D)  prospective customers will not wait longer than eight seconds for a response in a chat room.
E)  50 percent of online consumers will spend less than eight seconds "surfing" a website.F) B) and D)
G) B) and E)

Question 8

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

A)  viral marketing
B)  opt-out marketing
C)  customerization
D)  niche marketing
E)  buzz marketingF) A) and C)
G) C) and D)

Question 9

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

Accepted Answer

A)  context; content
B)  communication; context
C)  commerce; customization
D)  communication; connection
E)  content; communicationsF) C) and D)
G) A) and E)

Question 10

In terms of the online customer experience,content refers to

Accepted Answer

A)  a website's capabilities to enable commercial transactions.
B)  the text,pictures,sound,and videos that the website contains.
C)  the multiple ways the website enables user-to-user communication.
D)  the dialogue that unfolds between the website and its users.
E)  the information consumers provide to the firm through its website.F) A) and E)
G) B) and D)

Question 11

-Consider the UMD18: Stickiness Marketing Dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes,(the second metric above) that is displayed on its marketing dashboard.For 2011 or "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Accepted Answer

A)  4.0 minutes
B)  4.5 minutes
C)  7.5 minutes
D)  9.0 minutes
E)  cannot be determinedF) None of the above
G) C) and D)

Question 12

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 healthF) B) and D)
G) C) and D)

Question 13

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

Accepted Answer

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

Question 14

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)  communicationF) C) and D)
G) A) and E)

Question 15

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

Accepted Answer

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 40.
D)  Although growing in total sales revenues,the percentage of online sales is actually beginning to decline due to the downturn in the economy.
E)  Many people are "put off" by the difficulty in navigating many new websites-the numerous steps needed to make an online purchase; they want to simply "point and click" and be done with it.F) A) and B)
G) None of the above

Question 16

Cookies refer to

Accepted Answer

A)  computer files that a marketer can download onto the computer 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)  embedded programs that follow a user's path from one site to another in order to predict where a customer will go next-and take him/her there.
E)  spyware used to secretly retrieve personal information from a person's computer.F) B) and D)
G) A) and D)

Question 17

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Accepted Answer

A)  15
B)  28
C)  34
D)  56
E)  76F) All of the above
G) A) and D)

Question 18

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Accepted Answer

A)  1
B)  2
C)  5
D)  10
E)  25F) A) and E)
G) All of the above

Question 19

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

Accepted Answer

A)  communication
B)  commerce
C)  customization
D)  connection
E)  contextF) A) and D)
G) A) and C)

Question 20

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

Accepted Answer

A)  community
B)  content
C)  commerce
D)  context
E)  connectionF) A) and B)
G) B) and E)

Exam 18: Implementing Interactive and Multichannel Marketing

The eight-second rule refers to the view that

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

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

Correct Answer
verified

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.

Correct Answer
verified

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

Correct Answer
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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

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Correct Answer
verified

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

Correct Answer
verified

List the six reasons why consumers shop and buy online.

Correct Answer
verified
The six reasons consumers shop...
View Answer

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Correct Answer
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In terms of the online customer experience,content refers to

Correct Answer
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Cookies refer to

Correct Answer
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The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

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

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

The eight-second rule refers to the view that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

-Consider Figure 18-2 above."A" refers to which of the following website design elements?

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

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List the six reasons why consumers shop and buy online.

Correct AnswerverifiedThe six reasons consumers shop...View AnswerShow Answer

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

Correct AnswerverifiedShow Answer

In terms of the online customer experience,content refers to

Correct AnswerverifiedShow Answer

Cookies refer to

Correct AnswerverifiedShow Answer

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

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

-Consider Figure 18-2 above."F" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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The six reasons consumers shop...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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