Question 1

Matthew is planning a trip to Mexico for spring break.One night about midnight,he decides to visit Orbitz,an airline,car rental,and lodging electronic reservation system,to book his flight using the computer in his dorm room.It takes him about five 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 are most important to him.Matt is on a tight budget,so he checks the price 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 aisle seats on his two-stop connection because they best meet his budget and scheduling preferences.After making the selections,he receives instantaneous confirmation of his reservation.Orbitz then prompts Matt to provide his credit card information to complete the booking process.After providing his credit card number,he prints a copy of his receipt and itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matt by contributing to which of the following form(s)of utility?
A)time utility
B)place utility
C)possession utility
D)form utility
E)all four utilities: time,place,possession,and form

Accepted Answer

Orbitz contributes to time utility because it never closes,which means that Matt could book his reservation at midnight when travel agents are not available.Place utility was created because Matt could visit Orbitz without leaving his dorm room.Possession utility was created through the instantaneous confirmation of the reservation and making the itinerary available within minutes after the flights were booked.Form utility was created because Matt was able to select the seat he wanted,and a customized schedule was generated for him that matched his buyer requirements.

Question 2

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of options.The design of a precise bicycle is made possible through the use of a
A)wiki.
B)cookie.
C)bot.
D)choiceboard.
E)collaborative filter.

Accepted Answer

A choiceboard is an 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 attributes,prices,and delivery systems.

Question 3

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose 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)choiceboard.
B)permission-based e-mail.
C)cookie.
D)bot.
E)collaborative filter.

Accepted Answer

A choiceboard is an 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 attributes,prices,and delivery systems.

Question 4

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.

Accepted Answer

Key term definition-collaborative filtering.

Question 5

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.
A)wiki
B)social media
C)choiceboard
D)cookie
E)collaborative filter

Accepted Answer

Reebok has effectively used choiceboard technology to allow its customers to customize their athletic shoes with the Design Your Own website.

Question 6

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as
A)a choiceboard.
B)collaborative filtering.
C)connectivity.
D)interactive marketing.
E)personalization.

Accepted Answer

Key term definition-collaborative filtering.

Question 7

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)social media
D)cookies
E)collaborative filters

Accepted Answer

A choiceboard is an 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 attributes,prices,and delivery systems.Because choiceboards 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.

Question 8

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.

Accepted Answer

Key term definition-interactive marketing.

Question 9

Seven Cycles creates ________ in its creation 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

Accepted Answer

Seven Cycles creates form utility in its creation of customized bikes for its customers in 40 countries.

Question 10

With 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)a website high in media richness 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.

Accepted Answer

Key term definition-interactive marketing.

Question 11

When you buy an e-book at Amazon.com,it uses ________ to recommend an e-book by a similar author within the same genre.
A)choiceboards
B)connectivity
C)collaborative filtering
D)adaptive selling
E)personalization

Accepted Answer

Collaborative filtering is a process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases.Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in real time.

Question 12

When you view a selection at Amazon.com and see "Customers who bought this (item)also bought... ," you are seeing the application of
A)choiceboards.
B)adaptive selling.
C)multichannel marketing.
D)personalization
E)collaborative filtering.

Accepted Answer

Collaborative filtering is a process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases.Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in real time.

Question 13

Mars,Inc. ,uses ________ technology to let customers decorate M&Ms with personal photos and messages.
A)bot
B)cookie
C)choiceboard
D)filtering
E)print screen

Accepted Answer

A choiceboard is an 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 attributes,prices,and delivery systems.

Question 14

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?
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.

Accepted Answer

Bluefly.com is an interactive website that enables consumers to tell it what their specific requirements are,allowing them to customize their own uniquely designed shirts to fit their needs.This enhances form utility.

Question 15

An 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 attributes,prices,and delivery options,is referred to as a
A)wiki.
B)cookie.
C)choiceboard.
D)chat bot.
E)collaborative filter.

Accepted Answer

Key term definition-choiceboard.

Question 16

Two unique capabilities of Internet technology,________,promote and sustain customer relationships.
A)choice and control
B)cost and convenience
C)interactivity and individuality
D)communication and information
E)choice boards and collaborative filtering

Accepted Answer

Marketers benefit from two unique capabilities of Internet technology that promote and sustain customer relationships.One is interactivity;the other is individuality.

Question 17

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in
A)a matter of minutes.
B)real time.
C)about 24 hours.
D)a few months' time,after quarterly reports are compiled.
E)time for a subsequent purchase.

Accepted Answer

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

Question 18

Nike 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)bot
D)collaborative filtering
E)choiceboards

Accepted Answer

A choiceboard is an 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 attributes,prices,and delivery systems.

Question 19

Individuality and interactivity are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to: (1)influence the timing and extent of the buyer-seller interaction and (2)
A)demand product quality and timely service at lower prices than brick-and-mortar stores.
B)shop confidently without fear of identity theft.
C)speed up the click-through process with advanced technology.
D)have a say in the kind of products they buy,the information they receive,and even the prices they pay.
E)comparison shop with the prices of competitors alongside those of the firm.

Accepted Answer

Marketers must treat customers as individuals and empower them to: (1)influence the timing and extent of the buyer-seller interaction 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.

Question 20

Interactive marketing often makes use of
A)niche marketspaces.
B)sophisticated choiceboards.
C)the digital divide,which separates online consumers from traditional marketplace consumers.
D)a marketing mix strategy that de-emphasizes the promotion element.
E)human-to-human mediated online "chat room" communication prior to the purchase.

Accepted Answer

Interactive marketing today is characterized by sophisticated choiceboards and personalization systems that transform information supplied by customers into customized responses to their individual needs.

Quiz 21: Implementing Interactive and Multichannel Marketing

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

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose 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

Collaborative filtering refers to

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.

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

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.

Interactive marketing refers to

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

With interactive marketing,

When you buy an e-book at Amazon.com,it uses ________ to recommend an e-book by a similar author within the same genre.

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

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

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

An 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 attributes,prices,and delivery options,is referred to as a

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

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

Individuality and interactivity are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to: (1) influence the timing and extent of the buyer-seller interaction and (2)

Interactive marketing often makes use of