Deck 21: Implementing Interactive and Multi-Channel Marketing

Question 1

Seven Cycles uses _________ to create customer value,build relationships,and produce customer experiences in novel ways.

A) the Internet
B) just-in-time delivery
C) marketing dashboards
D) logistics management
E) customer relationship management

Answer 1

A

Question 2

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

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

Answer 2

B

Question 3

Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

A) Rider Kit
B) Cyclo Kit
C) Custom Kit
D) Proviso Kit
E) Seven Fit

Answer 3

C

Question 4

greatest marketspace opportunity for marketers lies in its potential for creating __________.

A) form utility
B) time utility
C) price utility
D) possession utility
E) place utility

Question 5

Consumers and companies populate two market environments today: one is the traditional __________ and the other is the __________.

A) extranet; intranet
B) superstore; hypermarket
C) marketplace; marketspace
D) shopping mall; virtual mall
E) online store; virtual store

Question 6

Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)__________.

A) extranet
B) intranet
C) marketplace
D) marketspace
E) web portal

Question 7

growth trend in online shoppers and online retail sales

A) remained stagnant until 2007 when online security measures improved.
B) grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
C) has shown growth in both online shoppers and online retail sales year after year, and is expected to continue in that direction for at least the next few years.
D) grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online state sales tax collection laws.
E) grew slowly for the first three years, but has steadily declined since 2007, and is expected to continue to decline for the foreseeable future.

Question 8

Which of the following transactions occurred in the marketspace?

A) Connie purchased creative puzzles at an in-home demonstration by Discovery Toys.
B) Joan bought a brand new pair of Dansko shoes through Zappos.com.
C) Shelby purchased an iPhone case at a kiosk at the airport.
D) Corey bought a double-dipped chocolate ice cream cone from a mobile ice cream truck.
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free hotline.

Question 9

greatest marketspace opportunity for Seven Cycles lies in its potential for creating _________.

A) form utility
B) time utility
C) price utility
D) place utility
E) possession utility

Question 10

the traditional sense,a _________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.

A) marketspace
B) power center
C) shopping mall
D) stationary store
E) marketplace

Question 11

percentage of online shoppers

A) didn't begin to show promise until 2007 when online security measures improved.
B) stabilized in 2009 when Internet penetration reached 98 percent of all U.S. households.
C) grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
D) has grown year after year and is expected to continue to increase over the next few years.
E) grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online-sales tax-collection laws.

Question 12

Seven Cycles creates __________ in the making of customized bikes for its customers in 40 countries.

A) time utility
B) form utility
C) place utility
D) possession utility
E) possession and place utility

Question 13

key difference between the traditional marketplace and the new marketspace is that the latter is a(n)__________ environment.

A) tangible
B) analog
C) physical
D) material
E) digital

Question 14

Amazon.com is an Internet retailer located in the U.S.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of __________.

A) service utility
B) place utility
C) possession utility
D) form utility
E) time and possession utility

Question 15

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a _________.

A) seller menu
B) seller cookie
C) content screen
D) choiceboard
E) collaborative filter

Question 16

About __________ of Internet users ages 15 and older shop online in the United States.

A) 19%
B) 29%
C) 48%
D) 67%
E) 90%

Question 17

Which of the following characteristics of electronic commerce creates customer value by contributing to place and time utility?

A) Electronic commerce makes products and services available to customers faster.
B) Comparison shopping is easier in the marketspace than in the marketplace.
C) Customers anywhere can shop in the marketspace at any time.
D) Products available in the marketspace are more easily customized.
E) Consumers can tell marketers exactly what they want in the marketspace.

Question 18

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

A) contentious relationship
B) life reciprocity agreement
C) joint partnership
D) franchise contract
E) collaborative relationship

Question 19

Seven Cycles' motto,"One Bike.Yours." reflects the company's

A) reputation for customized detailing of the finest motorcycles in competitive racing.
B) commitment to incorporating individual customer input for every single bike.
C) lifetime warranty for each and every bike it makes.
D) promise that customers can always find the bike they want from the company's catalog of stock designs.
E) promise to restore any bicycle, regardless of age or condition.

Question 20

Internet users ages 15 and older are expected to buy _________ worth of products and services online in 2015 (excluding travel,automobiles,and prescription medications).

A) $829 million
B) $997 million
C) $39 billion
D) $232 billion
E) $270 billion

Question 21

Interactive marketing refers to

A) 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.
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
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.

Question 22

Individuality and interactivity are important building blocks for buyer-seller relationships.For these relationships to occur,companies must treat customers as individuals and empower them to (1)__________________ and (2)have a say in the kind of products and services they buy,the information they receive,and in some cases,the prices they pay.

A) demand product quality and timely service
B) shop confidently without fear of identity theft
C) shop confidently with the knowledge of warranty protection
D) influence the timing and extent of the buyer-seller interaction
E) comparison shop with the prices of competitors alongside

Question 23

interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options,is referred to as a __________.

A) choiceboard
B) wiki
C) cookie
D) bot
E) collaborative filter

Question 24

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of _________.

A) service utility
B) form utility
C) place utility
D) possession utility
E) time and possession utility

Question 25

Interactive marketing is characterized by

A) sophisticated choiceboard and personalization systems.
B) niche marketspaces.
C) the digital divide, which separates online consumers from traditional marketplace consumers.
D) a marketing mix strategy that de-emphasizes the promotion element.
E) a high level of convenience with little concern about cost.

Question 26

unique capabilities of Internet technology,__________ and __________,promote and sustain customer relationships.

A) choice; control
B) cost; convenience
C) interactivity; individuality
D) communication; information
E) choiceboards; collaborative filtering

Question 27

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

A) true time
B) real time
C) click time
D) genuine time
E) bona fide time

Question 28

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for his or her Kindle,Amazon might recommend an e-book by a similar author.

A) real-time e-commerce
B) connectivity
C) collaborative filtering
D) interactive marketing
E) personalization

Question 29

Customers can build their own computers with Dell's online configurator simply by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a _________.

A) seller menu
B) seller cookie
C) content screen
D) choiceboard
E) collaborative filter

Question 30

process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases is referred to as __________.

A) a choiceboard
B) collaborative filtering
C) connectivity
D) interactive marketing
E) personalization

Question 31

you view a selection at Amazon.com and see "Customers who bought this (item)also bought …",you are seeing the application of __________.

A) real-time e-commerce
B) connectivity
C) interactive marketing
D) personalization
E) collaborative filtering

Question 32

Reebok Website Image
Reebok website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

A) wiki
B) RSS feed
C) choiceboard
D) e-mail
E) collaborative filter

Question 33

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

A) hologram
B) cookie
C) choiceboard
D) filtering
E) print screen

Question 34

interactive marketing,

A) the seller controls the kind and amount of information presented to the buyer.
B) buyers and sellers communicate face-to-face in the traditional marketplace.
C) media convergence is necessary for an exchange to take place.
D) the buyer controls the kind and amount of information received from the seller.
E) real time transactions are impossible.

Question 35

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

A) wikis
B) choiceboards
C) RSS feeds
D) cookies
E) collaborative filters

Question 36

Reebok Website Image
Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

A) wiki
B) cookie
C) RSS feed
D) choiceboard
E) collaborative filter

Question 37

Reebok Website Image
is a recognized innovator in the use of __________ for creating interactivity,individuality,and customer relationships.Its NikeiD product configurator invites customers to create one-of-a-kind shoes,messenger bags,and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

A) wikis
B) cookies
C) RSS feeds
D) collaborative filtering
E) choiceboards

Question 38

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

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

Question 39

Collaborative filtering refers to

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.

Question 40

Matthew is planning a trip to Mexico for spring break.Around midnight,he decides to log on to the computer in his dorm room to book his flight through Orbitz,an airline,car rental,and lodging electronic reservation system,.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria,such as schedule or price,is most important to him.Matthew is on a tight budget,so he checks the prices of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests seats on the connection that best meets his budget and scheduling preferences,and receives instantaneous confirmation of his reservation.After providing his credit card number,he prints out a copy of his itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matthew by contributing to which of the following utilities?

A) time utility
B) place utility
C) possession utility
D) form utility
E) all of these

Question 41

Personalization refers to

A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
D) 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.
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Question 42

Companies that successfully employ permission marketing adhere to three rules: (1)__________; (2)customers are given the option of opting out,or changing the kind,amount,or timing of information set to them; and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

A) opt-in customers will be guaranteed the lowest possible price for an item
B) customers will receive information on-line before that information is available to customers at retail outlets
C) opt-in customers receive only information that is relevant or meaningful to them
D) customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
E) customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online

Question 43

Companies that successfully employ permission marketing adhere to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them; and (3)__________.

A) their customers are assured that their name or buyer profile data will not be sold or shared with others
B) customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
C) customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online
D) opt-in customers will be guaranteed the lowest possible price for an item
E) customers will receive information on-line before that information is available to customers at retail outlets

Question 44

term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

A) consent-in.
B) choose-in.
C) agreement-in.
D) opt-in.
E) permission-in.

Question 45

Companies that successfully employ permission marketing adhere to three rules: (1)opt-in customers only receive information that is relevant or meaningful to them; (2)__________; and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

A) customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
B) customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online
C) opt-in customers will be guaranteed the lowest possible price for an item
D) customers are given the option of opting out, or changing the kind, amount, or timing of information set to them
E) customers will receive information on-line before that information is available to customers at retail outlets

Question 46

solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

A) opt-in
B) opt-out
C) cookies
D) spam
E) phishing

Question 47

Marketers produce a customer experience through seven website design elements: (1)context; (2)__________; (3)community; (4)customization; (5)communication; (6)connection; and (7)commerce.

A) content
B) creativity
C) consistency
D) collaboration
E) control

Question 48

an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website,from the initial look at a home page through the entire purchase decision process.

A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience

Question 49

consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

A) personalization
B) digitalization
C) collaboration
D) intermediation
E) innovation

Question 50

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)__________; (5)communication; (6)connection; and (7)commerce.

A) customization
B) control
C) consistency
D) collaboration
E) creativity

Question 51

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)__________; (4)customization; (5)communication; (6)connection; and (7)commerce.

A) creativity
B) community
C) consistency
D) collaboration
E) control

Question 52

Permission marketing refers to

A) 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.
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
E) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Question 53

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had listed that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used __________ to introduce its new product.

A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

Question 54

Permission marketing is also referred to as _________.

A) opt-in marketing
B) seller personalization
C) e-mail intermediation
D) e-mail facilitation
E) opt-out marketing

Question 55

Monster.com is a leading online job-hunting website.A person looking for a new job does not have to look at every listing on the website.Instead,he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.Monster.com uses consumer-initiated __________.

A) choiceboards
B) personalization
C) collaborative filters
D) individualization
E) permission marketing

Question 56

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)customization; (5)communication; (6)__________; and (7)commerce.

A) creativity
B) control
C) consistency
D) connection
E) collaboration

Question 57

Monster.com is a leading online job-hunting website.A person looking for a new job does not have to look at every listing on the website.Instead,he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.Monster.com uses ___________ to send its e-mail updates,which include ads from other businesses.

A) opt-out marketing
B) personalization
C) cookies
D) wikis
E) permission marketing

Question 58

solicitation of a consumer's consent (called "opt-in")to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

A) collaborative marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

Question 59

is the standard for measuring a meaningful marketspace company presence?

A) the sales compared to the marketplace alternative
B) the quality of the website design
C) the shopping cart
D) the quality of the customer experience
E) the eight second rule

Question 60

term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information.

A) opt-in
B) consent-out
C) opt-out
D) permission-denied
E) authorization-denied

Question 61

website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.

A) customization
B) content
C) context
D) connection
E) conductivity

Question 62

terms of the online customer experience,connection is defined as the

A) the network of formal linkages between a company's website and other sites.
B) the text, pictures, sound, and videos that the website contains.
C) the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.).
D) the speed and ease with which a customer can move between pages on a website.
E) the website's ability to tailor itself to different users or to allow users to personalize the site.

Question 63

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

A) context
B) customization
C) content
D) communication
E) connection

Question 64

terms of website design,connection refers to

A) the text, pictures, sound, and videos that the website contains.
B) the website's capabilities to enable commercial transactions.
C) the network of linkages between a company's website and other sites.
D) the layout of the website.
E) the website's ability to tailor itself to different users or to allow users to personalize the website.

Question 65

Figure 21-2
Consider Figure 21-2 above."D" refers to which of the following website design elements?

A) context
B) content
C) commerce
D) customization
E) connection

Question 66

Figure 21-2
Consider Figure 21-2 above."E" refers to which of the following website design elements?

A) content
B) commerce
C) customization
D) connection
E) context

Question 67

terms of the online customer experience,context refers to

A) the ability of a website to modify itself to, or be modified by, each individual user.
B) a website's aesthetic appeal and functional look and feel reflected in site layout and visual design.
C) the website's ability to conduct sales transactions for products and services.
D) a patented feature that allows users to order products with a single mouse click.
E) the dialogue that unfolds between the website and its users.

Question 68

terms of the online customer experience,customization refers to

A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B) the website's ability to conduct sales transactions for products and services.
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E) the ability of a website to modify itself to, or be modified by, each individual user.

Question 69

Figure 21-2
Consider Figure 21-2 above."F" refers to which of the following website design elements?

A) communication
B) commerce
C) customization
D) connection
E) context

Question 70

Figure 21-2
Consider Figure 21-2 above."A" refers to which of the following website design elements?

A) community
B) content
C) commerce
D) context
E) connection

Question 71

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

A) context
B) commerce
C) communication
D) connection
E) customization

Question 72

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)customization; (5)communication; (6)connection; and (7)__________.

A) creativity
B) commerce
C) control
D) consistency
E) collaboration

Question 73

terms of the online customer experience,content refers to

A) a website's capabilities to enable commercial transactions.
B) the text, pictures, sound, and videos that the website contains.
C) the multiple ways the website enables user-to-user communication.
D) the software codes and structures that support the website's applications.
E) the website's mission statement and explanation of the company's foundation.

Question 74

ability of a website to modify itself to,or be modified by,each individual user is referred to as __________.

A) connection
B) complexity
C) site actualization
D) customization
E) customerization

Question 75

Figure 21-2
Consider Figure 21-2 above."C" refers to which of the following website design elements?

A) context
B) content
C) commerce
D) customization
E) connection

Question 76

Figure 21-2
Consider Figure 21-2 above."G" refers to which of the following website design elements?

A) communication
B) commerce
C) customization
D) connection
E) context

Question 77

Figure 21-2
Consider Figure 21-2 above."B" refers to which of the following website design elements?

A) context
B) content
C) commerce
D) customization
E) connection

Question 78

text,pictures,sound,and videos that are found on a website are referred to as __________.

A) content
B) context
C) creativity
D) communication
E) connection

Question 79

Beauty product websites are traditionally designed to be more __________ oriented than travel websites.

A) content
B) functionally
C) aesthetically
D) text
E) picture

Question 80

Travel websites like Priceline.com are designed to be __________ oriented,with emphasis on destinations,scheduling,and prices.

A) content
B) functionally
C) aesthetically
D) text
E) picture