Question 1

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 2

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

The subsegment of Internet users who use technology to research products and services and make purchases is commonly referred to as "online consumers." While other options, such as "digital consumers" or "cyberspace consumers," may be used to describe this group, "online consumers" is the most commonly used term in business and marketing contexts. "Cross-channel consumers" and "multichannel consumers" refer to consumers who use multiple channels for shopping, including both online and offline options.

Question 3

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

While online shopping is popular, a small percentage of online consumers still account for a large share of online retail sales. This is commonly referred to as the Pareto Principle, or the 80/20 rule, where 20% of customers account for 80% of sales.

Question 4

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

The answer of Some websites enable a user to talk...

Question 5

In terms of website design and 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

Commerce in terms of website design and online customer experience refers specifically to the ability of a website to facilitate sales transactions for products and services. It involves the design and functionality of the website's shopping cart, checkout process, payment options, and delivery methods.

Question 6

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

The commerce design element is directly related to conducting sales transactions for products and services. It involves the website's ability to display products, enable customers to add items to their virtual carts, and proceed with a checkout process to complete a purchase.

Question 7

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

The Harley-Davidson website incorporates the community design element by sponsoring and supporting HOG, which allows fellow HOG members to communicate with each other.

Question 8

Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test
A)if the shopper understands post-purchase support services.
B)whether shoppers carefully check price of purchases.
C)whether shoppers are prepared enough when planning online shopping.
D)whether shoppers' Internet behavior is, or is becoming, an addiction.
E)whether shoppers are involved online shoppers.

Accepted Answer

The quiz is designed to test whether shoppers' Internet behavior is, or is becoming, an addiction, as internet shopping addiction is considered part of a broader condition known as Internet addiction.

Question 9

To gauge 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

The formula that measures stickiness is the average time spent per unique visitor in minutes, which is calculated by multiplying the average visits per unique visitor with the average time spent per visit in minutes. The choice that includes all three variables in the correct order is E, which calculates the stickiness for unique monthly visitors.

Question 10

Compared to the general population, 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.

Accepted Answer

Research has shown that online consumers tend to be younger, more educated, and more affluent than the general population. Gender distribution is usually equal among online consumers.

Question 11

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

The question is asking for the two design elements that every website has, and these are context and content. The other elements mentioned (commerce, customization, communication, and community) are not universally present on all websites.

Question 12

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

Accepted Answer

The term commonly used for measuring the amount of time visitors spend on a website is "stickiness". Option A provides an accurate description of the desired outcome for dealerships in measuring website performance. Options B, C, D, and E are not commonly used terms in measuring website performance.

Question 13

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.

Question 14

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

A virtual community is a group of individuals who interact through user-to-user communications hosted by a company or organization. This can include online forums, social media groups, or other digital platforms where members can connect and engage with each other. The purpose of these communities is often to build a sense of community and foster relationships with customers or clients, which can help to improve brand loyalty and customer retention.

Question 15

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category contains unique items such as
A)gifts.
B)computers.
C)consumer packaged goods.
D)home furnishings.
E)books and music.

Accepted Answer

Unique items such as gifts are not commonly found in traditional brick-and-mortar stores and thus are popular for online shopping. The other options are more commonly found in physical stores and may not have as high of an online demand.

Question 16

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as
A)music and videos.
B)computers.
C)books.
D)unique items.
E)gifts.

Accepted Answer

The answer of Six general product and service categories account...

Question 17

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 refers to the ability of a website to keep visitors engaged and on the site for longer periods of time. It is measured by the amount of time visitors spend on the site, pages viewed, and interactions with the website.

Question 18

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 that she wanted to buy the two stuffed animals, 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

The example describes Andrea making a purchase on the website, which involves the commerce element of the website design.

Question 19

To gauge 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

Stickiness is measured by monitoring the amount of time visitors spend on a website. Option C directly measures this by tracking the number of minutes visitors spend on the website each month. The other options are more focused on measuring the time taken to complete a purchase or navigate the website, which do not necessarily reflect stickiness.

Question 20

In terms of website design and 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

The answer of In terms of website design and the...

Quiz 21: Implementing Interactive and Multichannel Marketing

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

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

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.

In terms of website design and the online customer experience, commerce refers to

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

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.

Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test

To gauge stickiness, companies use the following formula:

Compared to the general population, online consumers tend to be

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

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.

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

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.

Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category contains unique items such as

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

To gauge stickiness, a company monitors

In terms of website design and the online customer experience, community refers to