Question 1

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A)   drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books)  to see which one has the book at the lowest price.
B)   call all five bookstores in her community to inquire about the price of the book at each one.
C)   use a bot to search the websites of online booksellers and locate the best price.
D)   use a cookie to contact various bookstores and find the one with the best price.
E)   create a choice board using the Barnes & Noble's Facebook page.F) A) and D)
G) C) and E)

Question 2

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used

Accepted Answer

A)   opt-out marketing.
B)   customerization.
C)   viral marketing.
D)   niche marketing.
E)   buzz marketing.F) A) and C)
G) A) and E)

Question 3

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction. It has more than 300,000 members who can share, create, and moderate content, as well as recommend products. This website is an example of

Accepted Answer

A)   spam.
B)   a shopping bot.
C)   a web community.
D)   a blog.
E)   a web café.F) A) and B)
G) C) and D)

Question 4

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Accepted Answer

A)   the stickiness guideline.
B)   the 80/20 principle.
C)   the eight-second rule.
D)   the law of limited patience.
E)   the expedience factor.F) A) and E)
G) C) and D)

Question 5

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Accepted Answer

A)   context
B)   customization
C)   content
D)   communication
E)   connectionF) D) and E)
G) A) and B)

Question 6

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Accepted Answer

A)   nutritional value
B)   a hassle-free eating experience
C)   a great social experience
D)   less time and cash invested
E)   friendly environmentF) B) and D)
G) A) and D)

Question 7

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

Accepted Answer

A)   extranet; intranet.
B)   superstore; hypermarket.
C)   marketplace; digital marketspace.
D)   shopping mall; virtual mall.
E)   online store; virtual store.F) None of the above
G) A) and E)

Question 8

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the

Accepted Answer

A)   eight-second rule.
B)   80/20 principle.
C)   stickiness principle.
D)   hierarchy of needs.
E)   efficiency rule.F) A) and C)
G) A) and B)

Question 9

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 2017 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

A)   4.0 minutes
B)   4.5 minutes
C)   7.5 minutes
D)   9.0 minutes
E)   cannot be determinedF) A) and B)
G) C) and D)

Question 10

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

Accepted Answer

A)   Push retailing
B)   Multichannel searching
C)   Intertype retailing
D)   Showrooming
E)   Intratype retailingF) A) and C)
G) All of the above

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

A)   bot
B)   cookie
C)   choiceboard
D)   filtering
E)   print screenF) B) and D)
G) D) and E)

Question 13

The benefit of customization in the online environment is that

Accepted Answer

A)   a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
B)   it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
C)   it protects online consumer privacy about the customized products and services they desire.
D)   it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site.
E)   it reduces costs and wasted coverage both for the buyer and seller.F) C) and E)
G) A) and B)

Question 14

Digital capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Accepted Answer

A)   connectivity.
B)   customerization.
C)   customization.
D)   communication.
E)   convenience.F) A) and E)
G) All of the above

Question 15

Which of these pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets in a flexible way, in response to supply and demand?

Accepted Answer

A)   yield management pricing
B)   experience curve pricing
C)   dynamic pricing
D)   cost-plus pricing
E)   skimming pricingF) D) and E)
G) A) and C)

Question 16

Collaborative filtering is

Accepted Answer

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

Question 17

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Accepted Answer

A)   convenience.
B)   choice.
C)   cost.
D)   customization.
E)   control.F) A) and E)
G) A) and D)

Question 18

Dynamic pricing is typically used for pricing

Accepted Answer

A)   products and services that cannot be purchased in a retail store.
B)   the very latest items such as new season fashions.
C)   time-sensitive items such as airline seats.
D)   high demand products or services that are expected to sell out quickly.
E)   electronic services such as computer repair.F) B) and E)
G) B) and C)

Question 19

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, e-mail, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use

Accepted Answer

A)   cookies.
B)   customerization.
C)   spam.
D)   webrooming.
E)   bots.F) A) and E)
G) C) and D)

Question 20

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Accepted Answer

A)   blogs.
B)   web communities.
C)   buzz.
D)   chat oases.
E)   web cafés.F) C) and D)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct Answer
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Correct Answer
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Consumers and companies populate two market environments today. One is the traditional ________ and the other is the

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Digital capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Correct Answer
verified

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

Correct Answer
verified

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction. It has more than 300,000 members who can share, create, and moderate content, as well as recommend products. This website is an example of

Correct Answer
verified

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Correct Answer
verified

Dynamic pricing is typically used for pricing

Correct Answer
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Mars, Inc., uses ________ technology to let customers decorate M&Ms with personal photos and messages.

Correct Answer
verified

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Correct Answer
verified

Correct Answer
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Collaborative filtering is

Correct Answer
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Which of these pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets in a flexible way, in response to supply and demand?

Correct Answer
verified

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Correct Answer
verified

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Correct Answer
verified

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Correct Answer
verified

Correct Answer
verified

The benefit of customization in the online environment is that

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Digital capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction. It has more than 300,000 members who can share, create, and moderate content, as well as recommend products. This website is an example of

Correct AnswerverifiedShow Answer

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Correct AnswerverifiedShow Answer

Dynamic pricing is typically used for pricing

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Websites that allow people to congregate online and exchange views on topics of common interest are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Collaborative filtering is

Correct AnswerverifiedShow Answer

Which of these pricing tactics would Ticketmaster use if it wanted to price sports and concert tickets in a flexible way, in response to supply and demand?

Correct AnswerverifiedShow Answer

It is commonly believed that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds, which is referred to as

Correct AnswerverifiedShow Answer

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Correct AnswerverifiedShow Answer

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The benefit of customization in the online environment is that

Correct AnswerverifiedShow Answer

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