Question 1

In terms of the online customer experience,commerce refers to
A)business-to-business only transactions made between a purchasing manager's website and websites from its suppliers.
B)Internet-based networks that permit communication between a company and its suppliers,distributors,and other partners.
C)websites specifically designed for electronic funds transfer with banks and other institutions such as PayPal.
D)the application of information and communication technologies in support of the firm's entire business activities.
E)the website's ability to conduct sales transactions for products and services.

Accepted Answer

Key term definition-commerce.

Question 2

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.
A)stickiness
B)glueyness
C)gumminess
D)adhesiveness
E)connectiveness

Accepted Answer

Stickiness is the amount of time per month visitors spend on a company's website.

Question 3

A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.
A)commerce
B)context
C)community
D)content
E)connection

Accepted Answer

Key term definition-commerce.

Question 4

Which of the following statements regarding online consumers is most accurate?
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 39.
D)Although growing in total sales revenues,the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax.
E)Many people are put off by the difficulty in navigating so many new websites.

Accepted Answer

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.It is estimated that 20 percent of online consumers account for 69 percent of total consumer online sales.

Question 5

Chatbots can be used to provide the ________ website design element,mimicking human conversation using artificial intelligence.
A)convenience
B)connection
C)control
D)community
E)communication

Accepted Answer

Communication is defined as the dialogue that unfolds between the website and its users.An increasing number of websites use chatbots-sophisticated computer programs that mimic human conversation using artificial intelligence.

Question 6

The amount of time per month that visitors spend on a company's website is referred to as
A)visiting time.
B)stickiness.
C)staying power.
D)browsing time.
E)connectiveness.

Accepted Answer

Stickiness is the amount of time per month visitors spend on a company's website.

Question 7

Most websites do not include every design element.Although every website has ________,they differ in the use of the remaining five elements.
A)content and commerce
B)commerce and customization
C)context and content
D)communication and community
E)context and connection

Accepted Answer

Most websites do not include every design element.Although every website has context and content,they differ in the use of the remaining five elements.

Question 8

Stickiness Marketing Dashboard
 
-Consider the Stickiness Marketing Dashboard above for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2014 where would Arrow B be shown,as the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?
A)4)0 minutes
B)6)0 minutes
C)10.0 minutes
D)16.0 minutes
E)cannot be determined

Accepted Answer

Stickiness is the amount of time per month visitors spend on a company's website.To gauge stickiness,companies use the following formula: Average Time Spent per Unique Monthly visitor (minutes)= (Average Visits per Unique Monthly Visitor)× (Average Time Spent per Visit (minutes).For 2014 or B = 2.0 × 8.0 = 16.0 minutes.

Question 9

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.
A)village
B)community
C)district
D)area
E)population

Accepted Answer

Key term definition-community.

Question 10

To gauge website stickiness,companies use the following formula:
A)Average time spent per unique hourly visitor in minutes = (Average visits per unique hourly visitor)× (Average time spent per visit in minutes).
B)Average time spent per unique daily visitor in minutes = (Average visits per unique daily visitor)× (Average time spent per visit in minutes).
C)Average time spent per unique weekly visitor in minutes = (Average visits per unique weekly visitor)× (Average time spent per visit in minutes).
D)Average time spent per unique yearly visitor in minutes = (Average visits per unique yearly visitor)× (Average time spent per visit in minutes).
E)Average time spent per unique monthly visitor in minutes = (Average visits per unique monthly visitor)× (Average time spent per visit in minutes).

Accepted Answer

To gauge stickiness,companies monitor the average time spent per unique visitor (in minutes)on their websites.This is done by tracking and displaying the average visits per unique monthly visitor and the average time spent per visit,in minutes,in their marketing dashboards.

Question 11

In terms of the online customer experience,community refers to
A)an information system where anyone can post content depending upon his or her level of self-disclosure.
B)websites that allow people to congregate in online chat rooms to exchange views on topics of common interest.
C)a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals.
D)user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships.
E)a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.

Accepted Answer

An increasing number of company websites encourage user-to-user communications hosted by the company to create virtual communities,or simply,community.This design element is popular because it has been shown to enhance customer experience and build favorable buyer-seller relationships.Websites that allow people to congregate in online chat rooms to exchange views on topics of common interest are known as web communities.

Question 12

To gauge website stickiness,a company monitors
A)the average time it takes customers to make a purchase from the time they log on to a website to the time they log off.
B)the average time it takes for customers to move from one page of a website to another.
C)the amount of time per month,in minutes,visitors spend on a company's website.
D)the number of visits by a unique customer to the same website before an actual purchase is made.
E)the total time,in hours and minutes,that it takes for a customer to make an online purchase.

Accepted Answer

To gauge stickiness,companies monitor the average time spent per unique visitor (in minutes)on their websites.This is done by tracking and displaying the average visits per unique monthly visitor and the average time spent per visit,in minutes,in their marketing dashboards.

Question 13

Stickiness Marketing Dashboard
 
-Consider the Stickiness Marketing Dashboard above for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2013 where would Arrow A be shown,as the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?
A)4)0 minutes
B)4)5 minutes
C)7)5 minutes
D)9)0 minutes
E)cannot be determined

Accepted Answer

Stickiness is the amount of time per month visitors spend on a company's website.To gauge stickiness,companies use the following formula: Average Time Spent per Unique Monthly visitor (minutes)= (Average Visits per Unique Monthly Visitor)× (Average Time Spent per Visit (minutes)).For 2013 or A = 1.5 × 6.0 = 9.0 minutes.

Question 14

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the ________ design element.
A)communication
B)context
C)community
D)content
E)connection

Accepted Answer

Websites that are used primarily for advertising and promotion purposes emphasize the communication element.Communication refers to the dialogue that unfolds between the website and its users.Most websites do not include every design element.

Question 15

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed her purchase,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the ________ website design element.
A)context
B)community
C)content
D)commerce
E)connection

Accepted Answer

In terms of the online customer experience,commerce is the website's ability to enable customer transactions.

Question 16

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as
A)digital consumers.
B)online consumers.
C)cyberspace consumers.
D)cross-channel consumers.
E)multichannel consumers.

Accepted Answer

Key term definition-online consumers.

Question 17

The Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the ________ design element.
A)context
B)choice
C)community
D)convenience
E)connection

Accepted Answer

In terms of the online customer experience,community is defined as the ways the website enables user-to-user communication.

Question 18

Compared to the general population,online consumers tend to be
A)younger,more educated,more affluent,but equally likely to be male or female.
B)younger,more educated,conservative,and more often male.
C)younger,more educated,socially conscious,and more often female.
D)older,less educated,less affluent,and more often male.
E)older,more educated,more affluent,and more often female.

Accepted Answer

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.

Question 19

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the ________ website design element.
A)convenience
B)connection
C)control
D)community
E)communication

Accepted Answer

Communication is defined as the dialogue that unfolds between the website and its users.

Question 20

Which of the following profiles would most likely describe an online consumer?
A)a tech-savvy high-school student living with her parents
B)a 21-year-old high-school graduate earning $18,000 annually living in his own apartment
C)a 28-year-old chemical engineer living in the suburbs with her husband and two children
D)a 55-year-old factory worker living with his wife in an apartment
E)a 70-year-old retired naval officer living in a retirement community

Accepted Answer

As a group,online consumers,like Internet users,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.

Quiz 21: Implementing Interactive and Multichannel Marketing

In terms of the online customer experience,commerce refers to

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.

A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.

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

Chatbots can be used to provide the ________ website design element,mimicking human conversation using artificial intelligence.

The amount of time per month that visitors spend on a company's website is referred to as

Most websites do not include every design element.Although every website has ________,they differ in the use of the remaining five elements.

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.

To gauge website stickiness,companies use the following formula:

In terms of the online customer experience,community refers to

To gauge website stickiness,a company monitors

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the ________ design element.

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

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

Compared to the general population,online consumers tend to be

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the ________ website design element.

Which of the following profiles would most likely describe an online consumer?