Question 1

Five (5) general product and service categories dominate online consumer buying.One category includes items for which

Accepted Answer

A)  audio or video demonstration is important.
B)  prepurchase trial is critical.
C)  price and delivery time are not key factors.
D)  digital delivery is the single most important factor.
E)  price and speed of delivery are the determinant sales factors.F) B) and E)
G) B) and D)

Question 2

The online consumers who regard the Internet as a convenience tool for buying music,books,computer software,and electronics are referred to as "__________."

Accepted Answer

A)  hunter-gatherers
B)  click-and-mortar
C)  brand loyalists
D)  hooked,online,and single
E)  time-sensitive materialistsF) B) and C)
G) None of the above

Question 3

Consider Figure 21-2 above."G" refers to which of the following website design elements?

Accepted Answer

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

Question 4

Consider Figure 21-3 above.Which of the following product/service categories accounts for the largest percentage of projected total online consumer sales in 2016?

Accepted Answer

A)  automobile and auto parts
B)  books,music,and video
C)  apparel and accessories
D)  computers and consumer electronics
E)  furniture and home furnishingsF) A) and D)
G) All of the above

Question 5

What two unique capabilities of Internet technology promote and sustain customer relationships?

Accepted Answer

Marketers benefit from two unique capabi...

Question 6

Of all the online consumer lifestyle segments,__________ are MOST LIKELY to view the Internet as a convenience tool.

Accepted Answer

A)  time-sensitive materialists
B)  e-bivalent newbies
C)  click-and-mortar
D)  brand loyalists
E)  hooked,online,and singleF) None of the above
G) A) and B)

Question 7

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Accepted Answer

A)  blogs
B)  web communities
C)  buzz
D)  chat oases
E)  web cafésF) None of the above
G) C) and D)

Question 8

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 is referred to as __________.

Accepted Answer

A)  multichannel marketing
B)  strategic channel alliances
C)  dual-track reselling
D)  dual distribution
E)  retail segmentationF) A) and C)
G) C) and E)

Question 9

On eBay.com,the Internet auction website,sellers design the web page on which they sell their merchandise.One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky.The page contained six pictures of the tray from different angles and an animated depiction of an American flag.Many potential buyers abandoned the web page before all the pictures downloaded.The seller must have been unaware of the __________.

Accepted Answer

A)  eight-second rule
B)  80/20 principle
C)  stickiness principle
D)  hierarchy of needs
E)  efficiency ruleF) None of the above
G) All of the above

Question 10

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Accepted Answer

A)  personalization
B)  digitalization
C)  normalization
D)  intermediation
E)  innovationF) A) and D)
G) None of the above

Question 11

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Accepted Answer

A)  cookies
B)  weblinks
C)  intranets
D)  extranets
E)  botsF) B) and E)
G) A) and C)

Question 12

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

Question 13

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.And payment can be made using one of four credit cards (Visa,MasterCard,American Express,and Discover) .This shows how electronic commerce contributes to customer value through the creation of __________.

Accepted Answer

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

Question 14

Five (5) general product and service categories dominate online consumer buying.One category includes items such as computer software,music,and video when

Accepted Answer

A)  prepurchase trial is critical.
B)  digital delivery is the single most important factor.
C)  audio or video demonstration is important.
D)  price and delivery time are not key factors.
E)  price and speed of delivery are the determinant sales factors.F) All of the above
G) D) and E)

Question 15

Showrooming refers to

Accepted Answer

A)  areas in retail stores where point-of-purchase displays are used to show goods for sale.
B)  an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product.
C)  competition among retail firms in different types of businesses but which sell the same product.
D)  retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs,television home shopping,and online retailing.
E)  when shoppers visit a retail store to inspect merchandise,but then purchase that merchandise online,either from the store or one of its competitors.F) B) and D)
G) B) and C)

Question 16

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Accepted Answer

A)  channel conflict
B)  channel clash
C)  channel chaos
D)  channel divergence
E)  channel discordF) None of the above
G) A) and D)

Question 17

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________-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 E)
G) B) and C)

Question 18

Some __________ of online consumers say they visit websites from their place of work,which partially accounts for the sales level during the workweek.

Accepted Answer

A)  15%
B)  20%
C)  30%
D)  40%
E)  50%F) D) and E)
G) A) and D)

Question 19

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Accepted Answer

A)  books,music,and video
B)  computers and consumer electronics
C)  furniture and home furnishings
D)  automobile and auto parts
E)  apparel and accessoriesF) All of the above
G) A) and B)

Question 20

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 C)
G) C) and D)

Exam 21: Implementing Interactive and Multichannel Marketing

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 is referred to as __________.

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

The online consumers who regard the Internet as a convenience tool for buying music,books,computer software,and electronics are referred to as "__________."

Correct Answer
verified

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Correct Answer
verified

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Correct Answer
verified

Some __________ of online consumers say they visit websites from their place of work,which partially accounts for the sales level during the workweek.

Correct Answer
verified

Five (5) general product and service categories dominate online consumer buying.One category includes items for which

Correct Answer
verified

Consider Figure 21-3 above.Which of the following product/service categories accounts for the largest percentage of projected total online consumer sales in 2016?

Correct Answer
verified

What two unique capabilities of Internet technology promote and sustain customer relationships?

Correct Answer
verified
Marketers benefit from two unique capabi...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Of all the online consumer lifestyle segments,__________ are MOST LIKELY to view the Internet as a convenience tool.

Correct Answer
verified

Consider Figure 21-2 above."G" refers to which of the following website design elements?

Correct Answer
verified

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Correct Answer
verified

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 __________-the amount of time per month that visitors spend on their websites.

Correct Answer
verified

Showrooming refers to

Correct Answer
verified

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Correct Answer
verified

Five (5) general product and service categories dominate online consumer buying.One category includes items such as computer software,music,and video when

Correct Answer
verified

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

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 is referred to as __________.

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

The online consumers who regard the Internet as a convenience tool for buying music,books,computer software,and electronics are referred to as "__________."

Correct AnswerverifiedShow Answer

Which of the following product categories accounts for the largest proportion of total online consumer sales?

Correct AnswerverifiedShow Answer

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.

Correct AnswerverifiedShow Answer

Some __________ of online consumers say they visit websites from their place of work,which partially accounts for the sales level during the workweek.

Correct AnswerverifiedShow Answer

Five (5) general product and service categories dominate online consumer buying.One category includes items for which

Correct AnswerverifiedShow Answer

Consider Figure 21-3 above.Which of the following product/service categories accounts for the largest percentage of projected total online consumer sales in 2016?

Correct AnswerverifiedShow Answer

What two unique capabilities of Internet technology promote and sustain customer relationships?

Correct AnswerverifiedMarketers benefit from two unique capabi...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Of all the online consumer lifestyle segments,__________ are MOST LIKELY to view the Internet as a convenience tool.

Correct AnswerverifiedShow Answer

Consider Figure 21-2 above."G" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Correct AnswerverifiedShow Answer

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 __________-the amount of time per month that visitors spend on their websites.

Correct AnswerverifiedShow Answer

Showrooming refers to

Correct AnswerverifiedShow Answer

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Correct AnswerverifiedShow Answer

Five (5) general product and service categories dominate online consumer buying.One category includes items such as computer software,music,and video when

Correct AnswerverifiedShow Answer

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Marketers benefit from two unique capabi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified