Question 1

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.

Accepted Answer

Stickiness refers to the amount of time per month that visitors spend on a website, making it the best choice given in the options. Glueyness, gumminess, and adhesiveness are not commonly used terms in website performance measurement, and connectiveness may refer to the ability of a website to connect with other platforms or devices, but it does not specifically measure visitor engagement on the website.

Question 2

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

Accepted Answer

Stickiness refers to the amount of time visitors spend on a website each month.

Question 3

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

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 4

In terms of the online customer experience,community refers to

Accepted Answer

The answer of In terms of the online customer experience,community...

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 virtual community is a term used to describe a group of people who interact with each other through digital channels, such as online forums, social media platforms, or messaging apps, rather than face-to-face. This type of community is often built around a common interest or purpose and can be hosted by a company to foster engagement and loyalty among its customers.

Question 6

Compared to the general population,online consumers tend to be

Accepted Answer

Online consumers tend to be younger, more educated, and more affluent compared to the general population, but there is no significant difference in gender distribution. This is supported by various studies and surveys conducted on online shopping behavior.

Question 7

The prevalence of online shopping and buying has sparked interest in how the Internet has contributed to ________,as evidenced by the PsychCentral online,interactive quiz to test consumers for symptoms.

Accepted Answer

The online quiz on PsychCentral is specifically designed to test for symptoms of compulsive shopping, indicating that the prevalence of online shopping and buying has contributed to this issue.

Question 8

To gauge stickiness,a company monitors

Accepted Answer

Stickiness refers to the amount of time customers spend on a company's website. Therefore, monitoring the amount of time per month, in minutes, visitors spend on a company's website is the best choice for gauging stickiness.

Question 9

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

Accepted Answer

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

Question 10

Stickiness Marketing Dashboard 
-Consider the Stickiness Marketing Dashboard 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?

Accepted Answer

The answer of Stickiness Marketing Dashboard 
-Consider the Stickiness Marketing...

Question 11

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.

Accepted Answer

The example describes the element of commerce as Andrea went through the process of selecting and purchasing items from the online store.

Question 12

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

Accepted Answer

The ability to conduct sales transactions is directly related to the commerce element, as it allows users to buy and sell products or services on the website. The other design elements may be important for overall user experience, but they are not as crucial for facilitating actual transactions.

Question 13

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

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 14

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

Accepted Answer

The term "online consumers" specifically refers to individuals who use the Internet to research and purchase products and services. The other options either refer to a broader group of technology users or use terminology that is not commonly used in the context of e-commerce.

Question 15

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

Accepted Answer

According to studies, a small percentage of online consumers (around 10%) account for the majority of online retail sales in the United States. This suggests that online buying is still not as popular as traditional shopping, and a relatively small group of online consumers are responsible for the success of the industry. The other statements are not as accurate - A is incorrect because online and traditional shoppers may have different profiles, C is incorrect because the demographic most likely to shop online varies based on the study, D is incorrect because online sales are still growing despite economic challenges, and E is subjective and not necessarily accurate for all consumers.

Question 16

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

Accepted Answer

The statement mentions that every website has content, but the differences lie in the use of the remaining five design elements. Option C includes two design elements - context and content - which implies that the statement is true. Options A, B, D, and E do not include the design element of "context," which is mentioned in the statement.

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.

Accepted Answer

The fact that the Harley-Davidson website supports HOG and allows fellow HOG members to communicate with each other indicates that it incorporates the community design element.

Question 18

Stickiness Marketing Dashboard 
-Consider the Stickiness Marketing Dashboard 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?

Accepted Answer

Looking at the Stickiness Marketing Dashboard, Arrow B falls between the 5 and 7-minute mark on the Y-axis and the 60,000 and 100,000 mark on the X-axis. Since Arrow B represents the average time spent per unique monthly visitor on the website, we can see that the closest value to Arrow B is 6.0 minutes, which is marked on the Y-axis. Therefore, the answer is (B) 6.0 minutes.

Question 19

To gauge stickiness,companies use the following formula

Accepted Answer

The formula that best gauges stickiness is the one that measures the average time spent per unique monthly visitor in minutes. This is because it takes into consideration the frequency of visits per unique visitor over a period of time (monthly) and the average time spent per visit. This formula provides a more comprehensive view of how engaged and interested visitors are with the website or product over a longer period of time.

Question 20

In terms of the online customer experience,commerce refers to

Accepted Answer

Commerce, in terms of the online customer experience, specifically refers to the ability of a website to conduct sales transactions for products and services. This involves the entire process of browsing, selecting, purchasing, and receiving the product or service, as well as any necessary customer support and post-purchase activities.

Quiz 18: Implementing Interactive and Multichannel Marketing