Deck 18: Implementing Interactive and Multichannel Marketing

Question 1

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

Answer 1

B

Question 2

Internet users ages 15 and older are expected to buy about __________ worth of products and services online in 2020 (excluding travel,automobile,and prescription drugs).

A) $200 million
B) $900 million
C) $40 billion
D) $100 billion
E) $500 billion

Answer 2

E

Question 3

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place 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 can shop in the marketspace anywhere 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.

Answer 3

C

Question 4

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

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

Question 5

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

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

Question 6

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) its own retail stores exclusively

Question 7

Seven Cycles' tagline,"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) unique antitheft electronic GPS tracer built into every frame.
D) creativity promise, guaranteeing that the color (paint job) is completely unique for each touring bike it makes.
E) "one product-one market" segmentation strategy, in which all bikes are exactly alike.

Question 8

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 electronic commerce contributes to customer value through the creation of

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

Question 9

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

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

Question 10

Amazon.com is an Internet retailer located in the United States.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 11

The 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 12

Which of the following transactions occurred in the marketspace?

A) Connie sold Discovery Toys creative puzzles at an in-home demonstration.
B) Joan bought a brand new pair of TOMS 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 the ice cream person when his mobile ice cream truck came down the street.
E) Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

Question 13

Seven Cycles has a __________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

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

Question 14

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 electronic commerce contributes to customer value through the creation of

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

Question 15

The General offers automobile insurance online.Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly.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) price utility.

Question 16

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 electronic commerce to enhance customer value by providing

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

Question 17

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

Question 18

In 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) multichannel online mall
C) cyberstore
D) virtual store
E) marketplace

Question 19

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 20

The key difference between the traditional marketplace and the new marketspace is that the latter is __________ exchange environment.

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

Question 21

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.

Question 22

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) bot.
E) collaborative filter.

Question 23

The 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) normalization.
D) intermediation.
E) innovation.

Question 24

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities 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)__________,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) speed up the click-through process
D) have a say in the kind of products and services they buy
E) comparison shop with the prices of competitors alongside those of the firm

Question 25

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

Question 26

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

A) Recreational Equipment, 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.

Question 27

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

Question 28

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 29

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.

Question 30

When 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 31

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 email.
C) cookie.
D) bot.
E) collaborative filter.

Question 32

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 33

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

Question 34

Mars,Inc.uses __________ technology to help customers decorate M&M's with personal photos and messages.

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

Question 35

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) bot.
D) choiceboard.
E) collaborative filter.

Question 36

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 her Kindle,Amazon might recommend an e-book by a similar author within the same genre.

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

Question 37

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.

Question 38

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

Question 39

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) choiceboards and collaborative filtering

Question 40

Interactive marketing is characterized by

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.

Question 41

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

A) choiceboard.
B) collaborative filter.
C) individualization.
D) personalization.
E) permission marketing.

Question 42

Personalization refers to

A) the solicitation of a consumer's consent to receive email 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 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 43

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

A) collaborative marketing.
B) personalization.
C) viral marketing.
D) choiceboards.
E) permission marketing.

Question 44

Which of the following is one of three rules for a company to successfully employ permission marketing?

A) Opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors.
B) The firm will never buy marketing lists from other companies that may contain their personal information.
C) Customers are given the option to opt-out, or change the kind, amount, or timing of information sent to them.
D) Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any product purchased online.
E) Customers will be protected from identity theft for any product purchased from its website.

Question 45

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 email.When Clinique introduced its Anti-Aging Serum,it sent emails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the email 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 46

What is the standard for measuring a meaningful marketspace company presence?

A) the sales compared to the marketplace alternative in a multichannel marketing context
B) the quality of the website design
C) the shopping cart
D) the quality of the customer experience
E) the eight-second rule

Question 47

Figure 18-1
Consider Figure 18 -1.D refers to which of the following website design elements?

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

Question 48

Figure 18-1
Consider Figure 18 -1.B refers to which of the following website design elements?

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

Question 49

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 the 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 email 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 50

Figure 18-1
Consider Figure 18 -1.E refers to which of the following website design elements?

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

Question 51

Monster.com is a leading online,job-hunting website.A person looking for a new job can register with the company in order to save searches.After registration,Monster will automatically email job postings that are relevant to job-hunters.They can unsubscribe on the "Manage Saved Searches" page or with the opt-out link in the welcome email.Monster.com uses __________ to send its email updates.

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

Question 52

Figure 18-1
Consider Figure 18 -1.C refers to which of the following website design elements?

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

Question 53

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules)they want to have displayed.This consumer-initiated practice is an example of

A) permission marketing.
B) personalization.
C) transactional websites.
D) collaborative filtering.
E) customerization.

Question 54

From 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 55

The term __________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

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

Question 56

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is called

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

Question 57

Marketers produce a customer experience through seven website design elements,including which of these?

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

Question 58

Figure 18-1
Consider Figure 18 -1.Box A refers to which of the following website design elements?

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

Question 59

________ means a consumer has been given the option to receive email and advertising and has agreed,based on personal data supplied by the consumer.

A) Online consent
B) Choiceboard
C) Interactive agreement
D) Opt-in
E) Permission-basis

Question 60

Permission marketing is dependent on the ________ of the customer.

A) acceptance of cookies
B) opt-in
C) sales data
D) consumer segment
E) selling context

Question 61

In 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 occurs between the website and its users.

Question 62

In terms of the online customer experience,content refers to

A) a website's capabilities to enable commercial transactions.
B) all the digital information on a website-text, video, audio, and graphics.
C) the multiple ways the website enables user-to-user communication.
D) the dialogue that unfolds between the website and its users.
E) the information consumers provide to the firm through its website.

Question 63

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.

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

Question 64

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 14 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 65

TheKnot.com,a website for locating everything needed for a wedding,contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ design element.

A) convenience
B) connection
C) control
D) community
E) communication

Question 66

The text,video,audio,and graphics that are found on a website are referred to as

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

Question 67

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

A) connection.
B) communication.
C) site actualization.
D) customization.
E) customerization.

Question 68

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site.This is an example of the __________ website design element.

A) convenience
B) connection
C) control
D) community
E) communication

Question 69

In 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 70

A visitor to WWE.com will find frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background,but there are no links to other websites.The WWE.com website is lacking __________,a website design element that influences customer experience. A.context
B)communication
C)commerce
D)connection
E)content

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

Question 71

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles.NYTimes.com effectively uses the __________ website design element.

A) convenience
B) control
C) connection
D) community
E) communication

Question 72

In terms of the online customer experience,communication refers to

A) the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
B) the speed and ease with which a customer can move between pages on a website.
C) a website's ability to tailor itself to different users or to allow users to personalize the website.
D) the dialogue that unfolds between the website and its users.
E) the links from a company's website to a customer's email, Facebook, or Twitter account.

Question 73

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

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

Question 74

In terms of the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.

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

Question 75

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 76

Figure 18-1
Consider Figure 18 -1.G refers to which of the following website design elements?

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

Question 77

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

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

Question 78

Figure 18-1
Consider Figure 18 -1.F refers to which of the following website design elements?

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

Question 79

A 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 80

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

A) the network of formal linkages between a company's website and other sites.
B) the text, video, audio, and graphics that the website contains that appeal directly to the consumer.
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.