Question 1

Figure 17-1
-Consider Figure 17-1 above. Box D refers to which of these website design elements?

Accepted Answer

A)   creativity
B)   commerce
C)   control
D)   consistency
E)   collaborationF) A) and B)
G) A) and C)

Question 2

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

Accepted Answer

A)   commerce
B)   context
C)   community
D)   content
E)   connectionF) C) and E)
G) A) and E)

Question 3

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 segmentation.F) A) and B)
G) A) and C)

Question 4

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 2018 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

A)   4.0 minutes
B)   6.0 minutes
C)   10.0 minutes
D)   16.0 minutes
E)   cannot be determinedF) None of the above
G) A) and D)

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)   village
B)   community
C)   district
D)   area
E)   populationF) A) and E)
G) A) and C)

Question 6

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Accepted Answer

A)   spam
B)   spiders
C)   vloggers
D)   cookies
E)   trackersF) A) and C)
G) C) and E)

Question 7

________ is the practice of examining products online and then buying them in a store.

Accepted Answer

A)   Multichannel buying
B)   Pull marketing
C)   Intertype retailing
D)   Webrooming
E)   Social commerceF) A) and C)
G) A) and B)

Question 8

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

Accepted Answer

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

Question 9

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

Accepted Answer

A)   Recreational Equipment, Inc. (REI) , an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed.
B)   Forty-five percent of sales at Amazon.com are from buyers who live outside the United States.
C)   Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.
D)   Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts.
E)   Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.F) All of the above
G) None of the above

Question 10

The __________ website design element can be provided by chatbots, mimicking human conversation using artificial intelligence.

Accepted Answer

A)   convenience
B)   connection
C)   control
D)   community
E)   communicationF) A) and E)
G) B) and C)

Question 11

Which step in implementing multichannel marketing is most challenging?

Accepted Answer

A)   establishing subbrands for catalog retailers and direct selling channels
B)   employing communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers
C)   monitoring and measuring performance in various channels
D)   creating a website that will engage visitors with interactive experiences
E)   documenting cross-channel consumer behavior with a customer journey mapF) B) and C)
G) A) and E)

Question 12

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 hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Accepted Answer

A)   context
B)   choice
C)   community
D)   convenience
E)   connectionF) B) and D)
G) A) and C)

Question 13

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Accepted Answer

A)   opt-in.
B)   e-consent.
C)   a cookie.
D)   spam.
E)   e-authorization.F) B) and D)
G) A) and C)

Question 14

Buzz is particularly influential for which of the following items?

Accepted Answer

A)   toys, pharmaceuticals, movies, and consumer electronics
B)   baby products, gardening supplies, retirement funds, and health insurance
C)   funeral services, cruises, foreign travel, and higher education
D)   day care, dating sites, restaurants, and home repair
E)   sports lessons, veterinarians, dance studios, and car washesF) A) and C)
G) A) and B)

Question 15

Although Recreational Equipment, Inc. (www.rei.com)  has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

Accepted Answer

A)   time utility.
B)   place utility.
C)   possession utility.
D)   form utility.
E)   access utility.F) None of the above
G) A) and E)

Question 16

Which of these is a popular product category for showrooming?

Accepted Answer

A)   beauty products
B)   music
C)   jewelry
D)   consumer electronics
E)   furnitureF) A) and B)
G) A) and C)

Question 17

Define and explain the importance of the eight-second rule.

Accepted Answer

A commonly held view among online market...

Question 18

Those people who object to cookies are most likely concerned with

Accepted Answer

A)   costs.
B)   privacy.
C)   spam.
D)   viruses.
E)   information overload.F) None of the above
G) A) and B)

Question 19

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

Accepted Answer

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

Question 20

Web communities are

Accepted Answer

A)   online cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
B)   customers linked by a common Internet service provider.
C)   virtual reality games that allow players to create their own worlds, countries, towns, etc.
D)   websites that allow people to congregate online and exchange views on topics of common interest.
E)   all customers served by a particular firm who are sent regular e-mail sales notifications and coupons from the manufacturer.F) A) and C)
G) C) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

Web communities are

Correct Answer
verified

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

Correct Answer
verified

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

Correct Answer
verified

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct Answer
verified

Define and explain the importance of the eight-second rule.

Correct Answer
verified
A commonly held view among online market...
View Answer

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

Correct Answer
verified

Which step in implementing multichannel marketing is most challenging?

Correct Answer
verified

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 hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Correct Answer
verified

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

Correct Answer
verified

________ is the practice of examining products online and then buying them in a store.

Correct Answer
verified

Which of these is a popular product category for showrooming?

Correct Answer
verified

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.

Correct Answer
verified

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

The __________ website design element can be provided by chatbots, mimicking human conversation using artificial intelligence.

Correct Answer
verified

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

Correct Answer
verified

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Correct Answer
verified

Those people who object to cookies are most likely concerned with

Correct Answer
verified

Buzz is particularly influential for which of the following items?

Correct Answer
verified

Correct Answer
verified

Figure 17-1 -Consider Figure 17-1 above. Box D refers to which of these website design elements?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Web communities are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of these examples demonstrates how the digital marketspace creates customer value through form utility?

Correct AnswerverifiedShow Answer

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

Correct AnswerverifiedShow Answer

Define and explain the importance of the eight-second rule.

Correct AnswerverifiedA commonly held view among online market...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which step in implementing multichannel marketing is most challenging?

Correct AnswerverifiedShow Answer

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 hosts HOG, the Harley-Davidson website incorporates the ________ design element.

Correct AnswerverifiedShow Answer

Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how the digital marketspace contributes to customer value through the creation of

Correct AnswerverifiedShow Answer

________ is the practice of examining products online and then buying them in a store.

Correct AnswerverifiedShow Answer

Which of these is a popular product category for showrooming?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

The __________ website design element can be provided by chatbots, mimicking human conversation using artificial intelligence.

Correct AnswerverifiedShow Answer

When a shopper visits Sunglasses.com and clicks on a pair of sunglasses, a "see similar styles" option is shown. This option uses image recognition and artificial intelligence technology to show other sunglasses that might be suitable choices for the shopper. This practice is a form of

Correct AnswerverifiedShow Answer

What technology allows marketers to capture website visitor information, including expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Correct AnswerverifiedShow Answer

Those people who object to cookies are most likely concerned with

Correct AnswerverifiedShow Answer

Buzz is particularly influential for which of the following items?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 17-1 -Consider Figure 17-1 above. Box D refers to which of these website design elements?

Correct AnswerverifiedShow Answer

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verified
A commonly held view among online market...
View Answer

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