Deck 21: Implementing Interactive and Multichannel Marketing

Question 1

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

Answer 1

B

Question 2

Consider Figure 21-1A above.The percentage of online shoppers

A)didn't begin to show promise until 2011 when online security measures improved.
B)stabilized in 2016 when Internet penetration reached 98 percent of all U.S.households.
C)grew rapidly during 2011-2012 and then declined sharply in 2013 when the "dot.com bubble" burst.
D)has grown very slightly in the past and is expected to continue its very slight growth over the next few years.
E)grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Answer 2

D

Question 3

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S.and 30 international distributors in 40 countries.

A)contentious relationship
B)reciprocity agreement
C)joint venture
D)franchise contract
E)collaborative relationship

Answer 3

E

Question 4

About __________ of Internet users ages 15 and older shop online in the United States.

A)19%
B)29%
C)48%
D)67%
E)90%

Question 5

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

A)reputation for customized detailing of the finest motorcycles in competitive racing.
B)commitment to incorporating individual customer input for every single bike.
C)unique anti-theft electronic GPS tracer built into every frame.
D)creativity promise,guaranteeing that the color (paint job)is completely unique for each touring bike it makes.
E)"one product-one market" segmentation strategy,in which all bikes are exactly alike.

Question 6

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)__________.

A)extranet
B)intranet
C)marketplace
D)marketspace
E)web portal

Question 7

The percentage of online shoppers

A)didn't begin to show promise until 2011 when online security measures improved.
B)stabilized in 2012 when Internet penetration reached 98 percent of all U.S.households.
C)grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
D)has grown year after year and is expected to continue to increase over the next few years.
E)grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Question 8

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

A)the Internet
B)just-in-time delivery
C)marketing dashboards
D)logistics management
E)its own retail stores exclusively

Question 9

The key difference between the traditional marketplace and the new marketspace is that the latter is a(n)__________ exchange environment.

A)tangible
B)analog
C)physical
D)material
E)digital

Question 10

Which of the following transactions occurred in the marketspace?

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.

Question 11

In the traditional sense,a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

A)marketspace
B)multichannel online mall
C)cyberstore
D)virtual store
E)marketplace

Question 12

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel,automobiles,and prescription medications)in 2016.

A)$829 million
B)$997 million
C)$39 billion
D)$278 billion
E)$327 billion

Question 13

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

Question 14

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

A)seller menu
B)seller cookie
C)content screen
D)choiceboard
E)collaborative filter

Question 15

Consumers and companies populate two market environments today.One is the traditional __________ and the other is the __________.

A)extranet;intranet
B)superstore;hypermarket
C)marketplace;marketspace
D)shopping mall;virtual mall
E)online store;virtual store

Question 16

The growth trend in online shoppers and online retail sales

A)didn't begin to show promise until 2011 when online security measures improved.
B)grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
C)has shown growth in both online shoppers and online retail sales year after year,and is expected to continue in that direction until 2016.
D)grew slowly for the first three years,spiked dramatically in 2006-2007,but is expected to slow just as dramatically due to the economic downturn since 2008.
E)grew slowly for the first three years,but has steadily declined since 2011,and is expected to continue to decline for the foreseeable future.

Question 17

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of

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

Question 18

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

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

Question 19

Consider Figure 21-1B above.Online retail sales

A)didn't begin to show promise until 2012 when online security measures improved.
B)has grown steadily in the past and is expected to continue its steady growth over the next few years.
C)stabilized in 2016 when Internet penetration reached 98 percent of all U.S.households.
D)doubled its growth from 2011 to 2016.
E)grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Question 20

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

A)Electronic commerce makes products and services available to customers faster.
B)Comparison shopping is easier in the marketspace than in the marketplace.
C)Customers can shop in the marketspace anywhere at any time.
D)Products available in the marketspace are more easily customized.
E)Consumers can tell marketers exactly what they want in the marketspace.

Question 21

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 __________.

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

Question 22

Matthew is planning a trip to Mexico for spring break.One night about midnight,he decides to visit Orbitz,an airline,car rental,and lodging electronic reservation system,to book his flight using the computer in his dorm room.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him.Matt is on a tight budget,so he checks the price of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests aisle seats on his 2-stop connection because they best meet his budget and scheduling preferences.After making the selections,he receives instantaneous confirmation of his reservation.Orbitz then prompts Matt to provide his credit card information to complete the booking process.After providing his credit card number,he prints out a copy of his receipt and itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matt by contributing to which of the following form(s)of utility?

A)time utility
B)place utility
C)possession utility
D)form utility
E)all four utilities: time,place,possession,and form

Question 23

Collaborative filtering refers to

A)a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.
B)the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
C)the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
D)the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 24

In the marketspace,consumers can tell marketers exactly what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by providing

A)place utility.
B)form utility.
C)time utility.
D)possession utility.
E)product utility.

Question 25

Interactive marketing refers to

A)the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
B)the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
C)the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
D)the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 26

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

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

Question 27

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

A)wiki
B)cookie
C)bot
D)choiceboard
E)collaborative filter

Question 28

Two unique capabilities of Internet technology,__________ and __________,promote and sustain customer relationships.

A)choice;control
B)cost;convenience
C)interactivity;individuality
D)communication;information
E)choiceboards;collaborative filtering

Question 29

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

Question 30

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

A)wikis
B)choiceboards
C)social media
D)cookies
E)collaborative filters

Question 31

The Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

A)wiki
B)social media
C)choiceboard
D)cookie
E)collaborative filter

Question 32

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to (1)influence the timing and extent of the buyer-seller interaction and (2)__________,the information they receive,and in some cases,the prices they pay.

A)demand product quality and timely service
B)shop confidently without fear of identity theft
C)speed up the click-through process
D)have a say in the kind of products and services they buy
E)comparison shop with the prices of competitors alongside those of the firm

Question 33

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as __________.

A)a choiceboard
B)collaborative filtering
C)connectivity
D)interactive marketing
E)personalization

Question 34

With interactive marketing,

A)the seller controls the kind and amount of information presented to the buyer.
B)buyers and sellers communicate face-to-face in the traditional marketplace.
C)a website high in media richness is necessary for an exchange to take place.
D)the buyer controls the kind and amount of information received from the seller.
E)real time transactions are impossible.

Question 35

Interactive marketing is characterized by

A)niche marketspaces.
B)sophisticated choiceboards.
C)the digital divide,which separates online consumers from traditional marketplace consumers.
D)a marketing mix strategy that de-emphasizes the promotion element.
E)human-to-human mediated online "chat room" communication prior to the purchase.

Question 36

The greatest marketspace opportunity for marketers lies in its potential for creating __________.

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

Question 37

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

A)bot
B)cookie
C)choiceboard
D)filtering
E)print screen

Question 38

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a __________.

A)wiki
B)cookie
C)choiceboard
D)bot
E)collaborative filter

Question 39

Nike is a recognized innovator in the use of __________ for creating interactivity,individuality,and customer relationships.Its NikeiD product configurator invites customers to create one-of-a-kind shoes,messenger bags,and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

A)wikis
B)cookies
C)bot
D)collaborative filtering
E)choiceboards

Question 40

The My M&M'S^® image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.

A)wiki
B)social media
C)cookie
D)collaborative filter
E)choiceboard

Question 41

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought….",you are seeing the application of __________.

A)real-time e-commerce
B)connectivity
C)interactive marketing
D)personalization
E)collaborative filtering

Question 42

Personalization refers to

A)the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B)a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.
C)the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D)the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
E)an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 43

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.

A)choiceboard
B)collaborative filter
C)individualization
D)personalization
E)permission marketing

Question 44

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc. )and deciding how they want it to look (colors,themes,and layouts).This consumer-initiated practice is an example of

A)permission marketing.
B)personalization.
C)transactional website.
D)collaborative filtering.
E)customerization.

Question 45

A company that successfully employs permission marketing adheres to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them;and (3)__________.

A)their customers are assured that their name or buyer profile data will not be sold or shared with others
B)customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 100 % satisfaction guarantee of product quality and performance for any product purchased online
C)customers will be protected from identity theft for any product purchased from its website
D)the firm will never buy marketing lists from other companies that may contain their personal information
E)opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

Question 46

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 __________.

A)personalization
B)digitalization
C)normalization
D)intermediation
E)innovation

Question 47

Permission marketing is also referred to as __________.

A)seller-initiated marketing
B)opt-in marketing
C)spam
D)viral marketing
E)opt-out marketing

Question 48

A company that successfully employs permission marketing adheres to three rules: (1)__________; (2)customers are given the option of opting out,or changing the kind,amount,or timing of information set to them;and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

A)opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors
B)the firm will never buy marketing lists from other companies that may contain their personal information
C)opt-in customers only receive information that is relevant or meaningful to them
D)customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online
E)customers will be protected from identity theft for any product purchased from its website

Question 49

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

Question 50

Permission marketing refers to

A)the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
B)the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
C)an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
D)the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
E)a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.

Question 51

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

Question 52

A company that successfully employs permission marketing adheres to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)__________;and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

A)customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online
B)customers will be protected from identity theft for any product purchased from its website
C)opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors
D)customers are given the option of opting out,or changing the kind,amount,or timing of information set to them
E)the firm will never buy marketing lists from other companies that may contain their personal information

Question 53

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

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

Question 54

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 __________.

A)collaborative marketing
B)personalization
C)viral marketing
D)buzz marketing
E)permission marketing

Question 55

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

A)a manner of minutes
B)real time
C)click time
D)virtual time
E)bona fide time

Question 56

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for her Kindle,Amazon might recommend an e-book by a similar author within the same genre.

A)real-time e-commerce
B)connectivity
C)collaborative filtering
D)interactive marketing
E)personalization

Question 57

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job title,keyword,company name,and location (city,state).Monster.com will then search for and list all the jobs that match the criteria.Uses also have the ability to click on the link "Email me Jobs" to send users e-mails identifying any new relevant job listings.Monster.com uses __________ to send its e-mail updates.

A)opt-out marketing
B)permission marketing
C)personalization
D)cookies
E)wikis

Question 58

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.

A)not-in
B)consent-out
C)opt-out
D)permission-denied
E)authorization-denied

Question 59

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

A)opt-in
B)opt-out
C)cookies
D)spam
E)buzz

Question 60

What is the standard for measuring a meaningful marketspace company presence?

A)the sales compared to the marketplace alternative in a multichannel marketing context
B)the quality of the website design
C)the shopping cart
D)the quality of the customer experience
E)the eight second rule

Question 61

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

A)content
B)creativity
C)consistency
D)collaboration
E)control

Question 62

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

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

Question 63

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

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

Question 64

The ability of a website to modify itself to,or be modified by,each individual user is referred to as __________.

A)connection
B)communication
C)site actualization
D)customization
E)customerization

Question 65

In terms of the online customer experience,content refers to

A)a website's capabilities to enable commercial transactions.
B)all the digital information on a website-text,video,audio,and graphics.
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.

Question 66

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

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

Question 67

In terms of the online customer experience,context refers to

A)the ability of a website to modify itself to,or be modified by,each individual user.
B)a website's aesthetic appeal and functional look and feel,reflected in site layout and visual design.
C)the website's ability to conduct sales transactions for products and services.
D)a patented feature that allows users to order products with a single mouse click.
E)the dialogue that occurs between the website and its users.

Question 68

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

A)creativity
B)community
C)consistency
D)collaboration
E)control

Question 69

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

A)customization
B)control
C)consistency
D)collaboration
E)creativity

Question 70

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

A)creativity
B)commerce
C)control
D)consistency
E)collaboration

Question 71

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

A)customization
B)content
C)context
D)connection
E)conductivity

Question 72

Travel websites like Priceline.com are designed to be __________-oriented,with emphasis on destinations,scheduling,and prices.

A)content
B)functionally
C)aesthetically
D)text
E)picture

Question 73

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

A)content
B)functionally
C)aesthetically
D)text
E)picture

Question 74

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

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

Question 75

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

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

Question 76

The text,video,audio,and graphics that are found on a website are referred to as __________.

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

Question 77

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

A)creativity
B)control
C)consistency
D)connection
E)collaboration

Question 78

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

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

Question 79

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

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

Question 80

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

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