Question 1

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.Viking Kittens is based in the United Kingdom.How many people there have Internet access?

Accepted Answer

According to a 2020 report by Ofcom, 46 million adults (86% of the adult population) in the United Kingdom have Internet access.

Question 2

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.Joel Veitch wants to track visitors to the site.If he knows more about them,he can have the website load their favourite animation as soon as they arrive at VikingKittens.com.To do this,what would Joel need to use?

Accepted Answer

Joel would need to use cookies to track visitors to the site and remember their preferences.

Question 3

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.When Jamie goes to VikingKittens.com,she can visit other animated photographs set to rock songs.Since the site is so funny,she goes there whenever she needs a good laugh.Once she's there,she forgets about time and ends up watching Viking Kittens and other animations several times each.Which metric best describes Jamie's response to the Viking Kittens site?

Accepted Answer

Jamie's prolonged and repeated engagement with the website suggests that she finds it "sticky". Sticky refers to the ability of a website to keep visitors engaged for a long time. The other metrics, such as click-through, clickstream, and page view, do not specifically capture this aspect of user engagement.

Question 4

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
-Refer to Longaberger.Longaberger would like to sell direct to consumers at its website.Since most of its customers are used to dealing with the sales force,the company is concerned that they will be uncomfortable,and maybe even suspicious,of dealing directly with the company in an on-line environment.What technology could Longaberger use to allay customer concerns about transaction data?

Accepted Answer

Secured Sockets Layer (SSL) technology encrypts all transaction data, providing a secure and trustworthy environment for customers to shop online. It would be the best choice for Longaberger to use to allay customer concerns about transaction data.

Question 5

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.Why has Joel Veitch's small business enterprise benefited from Internet technology?

Accepted Answer

The Internet allows small businesses to enter the market with relatively low costs and barriers, enabling them to reach a wide audience quickly and efficiently.

Question 6

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
-Refer to Men's Wearhouse.What have the new Web-based cash registers at the Men's Wearhouse stores helped the company to do?

Accepted Answer

The new Web-based cash registers have helped Men's Wearhouse improve customer service by allowing sales personnel to check inventory and retrieve information quickly, and giving customers instant access to the inventory of the chain's 504 stores via the website. Customers can also order products online and have them delivered to their homes or for pickup at the store, improving convenience and satisfaction.

Question 7

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
-Refer to Men's Wearhouse.Salespeople at Men's Wearhouse can now offer shoppers merchandise that is not on the floor,or even in that particular store,through the company's website.The integration of conventional and Internet marketing has been a strategy focused on which of the following?

Accepted Answer

The integration of conventional and Internet marketing is focused on the "place" aspect of the marketing mix. It involves providing customers access to the company's products and services through various channels, including physical stores and online platforms. In the case of Men's Wearhouse, the use of Web-enabled personal computers and the company's website allows salespeople to offer customers access to merchandise that is not available in the physical store, thereby expanding the reach of the company's offerings.

Question 8

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.What type of virtual activity is Viking Kittens?

Accepted Answer

Viking Kittens is an example of B2C (Business-to-Consumer) e-commerce, where Joel Veitch is selling merchandise directly to consumers who visit his website.

Question 9

Abby sells customized makeup in flashy,unconventional colours.Her target market is Generation Y.
-Refer to Makeup.In order to find out more about her customers' experience with their products,what should Abby consider using?

Accepted Answer

Social networking platforms such as Facebook, Twitter, and Instagram are widely used by Generation Y. Abby can use social media to gather feedback and reviews from her customers and interact with them to improve her business.

Question 10

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Online Dictionary.Marlo is considering using the power of e-mail to encourage customers to tell their friends about her dictionary.What is this known as?

Accepted Answer

Encouraging customers to spread the word about a product or service through email is known as viral marketing.

Question 11

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
-Refer to Men's Wearhouse.By replacing cash registers with Web-enabled PCs,what did Men's Wearhouse implement?

Accepted Answer

Men's Wearhouse implemented a new Internet distribution strategy by developing software for web-enabled personal computers that replaced cash registers, allowing sales personnel to check inventory and retrieve information on what to wear when. The PCs also gave salespeople access to the inventory of the chain's 504 stores via the Men's Wearhouse website and a company intranet, allowing customers to order items online and have them delivered to their home or for pickup at the store.

Question 12

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
-Refer to Longaberger.If the Longaberger Company wants to know how many people visit its site,and how often and how long they stay each time,the company would be examining which of the following?

Accepted Answer

Stickiness refers to the measure of how engaging a website is, indicated by the amount of time visitors spend on the site and how frequently they return.

Question 13

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
-Refer to Men's Wearhouse.The website that Men's Wearhouse has as part of its in-store program can best be described as which of the following?

Accepted Answer

The website serves as an integration of conventional (in-store) and Internet channels, allowing for easy access to inventory across the chain's 504 stores and enabling customers to order products online.

Question 14

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
-Refer to Longaberger.Susan was unfamiliar with Longaberger baskets until she followed a link from a craft supplies website to the Longaberger website.The craft supplies site is probably which of the following?

Accepted Answer

Since the craft supplies website had a link to the Longaberger website, it suggests that they are affiliated with Longaberger.

Question 15

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.Jamie happened upon the Viking Kittens and,thinking it very humorous,sent the link to her husband,father,brother,and close friends.What is Jamie engaging in?

Accepted Answer

Jamie is engaging in viral marketing by sharing the link with her husband, father, brother, and close friends, thereby spreading the content organically through personal networks.

Question 16

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.CafePress sells Viking Kitten memorabilia on-line.At the bottom of every Viking Kitten animation is a link to the CafePress store.If the relationship between Joel Veitch and CafePress is an affiliate program,then which of the following would be true?

Accepted Answer

An affiliate program is when one website promotes another's products and gets a commission on any resulting sales. In this case, Joel Veitch's website promotes the Viking Kitten memorabilia sold on CafePress, and he receives a commission on any sales made through his link. Therefore, option C is the correct choice.

Question 17

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
-Refer to Men's Wearhouse.The new Web-based cash registers at the Men's Wearhouse give the company the opportunity to do which of the following?

Accepted Answer

The new Web-enabled cash registers at Men's Wearhouse allow sales personnel to retrieve information on what to wear when and check inventory. This gives Men's Wearhouse the opportunity to capture information about the purchases of individual customers, such as their preferences and sizes, which can be used for targeted marketing and personalized recommendations.

Question 18

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Viking Kittens.Jamie typed "Viking Kittens" into the Google search engine.Joel Veitch's site was not the first listing.That place was occupied by eBay advertising Viking memorabilia and was labelled a sponsored link.Veitch's site was not labelled a sponsored link.What does this mean?

Accepted Answer

The fact that eBay is labelled as a sponsored link means that they paid to have the top listing slot, while Veitch's site did not pay for this advertising.

Question 19

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
-Refer to Online Dictionary.Tools that Marlo could use effectively include all of the following EXCEPT which one?

Accepted Answer

Untargeted e-mail messages, often considered spam, are not effective for targeted marketing strategies like those described for promoting an educational tool, as they do not focus on a specific audience likely to be interested in the product.

Question 20

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
-Refer to Longaberger.If someone who wanted to buy a set of baskets for the top of her desk,she could use which of the following to find the prices of other baskets-not just those made by Longaberger.

Accepted Answer

A shopping bot can search across multiple websites and provide prices for various types of baskets, not just those made by Longaberger. A clickstream tracks a user's online activity, a multimedia server stores and delivers media content, and hypertext allows for linking between different web pages.

Quiz 19: Marketing on the Web

Abby sells customized makeup in flashy,unconventional colours.Her target market is Generation Y. -Refer to Makeup.In order to find out more about her customers' experience with their products,what should Abby consider using?