Question 1

The 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)buzz

Accepted Answer

Opt-in refers to the process of an individual giving explicit consent to receive emails or advertising based on their personal data. This is in contrast to opt-out, where the individual must actively unsubscribe or opt-out of receiving such communication. Cookies are small text files that are stored on a user's device to track their browsing behavior. Spam refers to unsolicited, often irrelevant or inappropriate, messages sent in bulk to multiple recipients. Buzz is a marketing technique that aims to generate excitement and anticipation around a product or service.

Question 2

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

Accepted Answer

The missing element is content. The seven website design elements that marketers use to produce a customer experience are context, content, community, customization, communication, connection, and commerce.

Question 3

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.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 includes ads from other businesses.
A)opt-out marketing
B)permission marketing
C)personalization
D)cookies
E)wikis

Accepted Answer

Monster.com is using permission marketing because they are only sending e-mail updates to individuals who have requested job listings based on their job description. Additionally, individuals can choose to unsubscribe at any time. The fact that ads from other businesses are included does not affect this classification.

Question 4

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc.)and deciding how they want it to look (colors,themes,and layouts).This consumer-initiated practice is an example of
A)permission marketing.
B)personalization.
C)transactional website.
D)collaborative filtering.
E)customerization.

Accepted Answer

This practice is an example of personalization because the user is customizing their own web page with content and layout choices.

Question 5

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

Accepted Answer

Clinique used permission marketing as it explicitly asked customers to check a box allowing them to receive product updates via email. They then used this permission to target specific customers with the introduction of their new Anti-Aging Serum.

Question 6

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

Accepted Answer

Rule (2) is about giving customers the option to opt-out or customize their information preferences. Option A is about a guarantee for product satisfaction, Option B is about protection from identity theft, Option C is about price competition, and Option E is about not buying marketing lists from other companies. Only Option D fits with the rule about customization and choice for the customer.

Question 7

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

Accepted Answer

Personalization refers to the practice of tailoring marketing content to individual consumers based on their specific needs and preferences, often through the use of data and analytics. This can include personalized recommendations, targeted advertising, and customized website experiences.

Question 8

Permission marketing is also referred to as __________.
A)opt-in marketing
B)seller-initiated marketing
C)spam
D)viral marketing
E)opt-out marketing

Accepted Answer

Permission marketing is a type of marketing where a company seeks the consent of the consumer to receive promotional messages or advertisements. This is done by offering the consumer the option of opting-in to receive these messages, rather than bombarding them with unsolicited messages (also known as spam). Therefore, choice A - opt-in marketing - is the best description of permission marketing. Choice B - seller-initiated marketing - is not an accurate description as permission marketing is initiated by the consumer's consent. Choice C - spam - is the opposite of permission marketing, as it involves sending unsolicited messages to consumers. Choice D - viral marketing - is a different type of marketing where consumers share content with their social network in order to promote a brand or product. Choice E - opt-out marketing - is not an accurate description as permission marketing involves the consumer opting-in, rather than opting-out.

Question 9

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

Accepted Answer

Collaborative filtering is the process of using the preferences and behavior of a group of users to make recommendations to an individual user. Amazon.com uses collaborative filtering to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. In the given example, Amazon.com would recommend an e-book by a similar author within the same genre based on the customer's desire to purchase an author's e-book for her Kindle.

Question 10

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

Accepted Answer

The answer of Marketers produce a customer experience through seven...

Question 11

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.
A)not-in
B)consent-out
C)opt-out
D)permission-denied
E)authorization-denied

Accepted Answer

Opt-out refers to the process of providing individuals with the opportunity to decline receiving future promotional messages or offers. This can typically be done through methods such as unsubscribing from email lists or registering for the National Do Not Call Registry.

Question 12

A company that successfully employs permission marketing adheres 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 "30-day money back guarantee if not 100% satisfied" for any product purchased online 100 % satisfaction guarantee of product quality and performance for any product purchased online
C)customers will be protected from identity theft for any product purchased from its website
D)the firm will never buy marketing lists from other companies that may contain their personal information
E)opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

Accepted Answer

The third rule for successful permission marketing is that the customers are assured that their name or buyer profile data will not be sold or shared with others.

Question 13

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.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.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.
A)choiceboard
B)personalization
C)collaborative filter
D)individualization
E)permission marketing

Accepted Answer

Monster.com uses personalization by allowing individuals to input their job description and preferences, and then finding and keeping track of relevant job listings for them.

Question 14

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

Accepted Answer

The definition provided in the question matches the concept of customer experience, which encompasses all the interactions and touchpoints a customer has with a website or company, from browsing to purchase and beyond. The other options, while relevant to interactive marketing, do not specifically target the whole customer journey on a website.

Question 15

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

Accepted Answer

The quality of the customer experience is the standard for measuring a meaningful marketspace company presence. It includes factors such as ease of use, speed, convenience, reliability, and responsiveness of a company's online presence. Sales, website design, and shopping cart are important factors, but they are secondary to the customer experience. The eight second rule refers to the amount of time a website has to capture a user's attention, but it is not a standard for measuring market presence.

Question 16

A company that successfully employs permission marketing adheres 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 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)opt-in customers only receive information that is relevant or meaningful to them
D)customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online
E)customers will be protected from identity theft for any product purchased from its website

Accepted Answer

The rule that opt-in customers only receive information that is relevant or meaningful to them is the best choice that fits the description of permission marketing. Option A is a pricing strategy, option D is a guarantee, and options B and E are related to data protection and security, but they do not specifically relate to permission marketing.

Question 17

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 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.

Accepted Answer

Permission marketing refers to the practice of obtaining a consumer's consent to receive marketing messages or emails based on personal information provided by the consumer. This allows for more targeted and personalized marketing, as well as avoids sending unwanted messages to those who do not wish to receive them.

Question 18

A 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.

Accepted Answer

The term used in this scenario is "opt-in," which means the individual has the choice to give permission to receive e-mail and advertising based on their personal data. Choice A, consent-in, and choice E, permission-in, are similar in meaning but not commonly used in this context. Choice B, choose-in, and choice C, agreement-in, are not accurate terms for this situation.

Question 19

The 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

Accepted Answer

The term "opt-in" indicates that the consumer must give permission for their personal data to be used for marketing purposes. This approach is commonly referred to as permission marketing, where companies seek consent from consumers before sending them promotional content. Collaborative marketing, personalization, viral marketing, and buzz marketing may involve the use of consumer data but do not necessarily require explicit opt-in consent.

Question 20

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 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.

Accepted Answer

Key term definition-personalization.

Quiz 18: Implementing Interactive and Multichannel Marketing

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

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

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc.) and deciding how they want it to look (colors,themes,and layouts) .This consumer-initiated practice is an example of

A company that successfully employs permission marketing adheres 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.

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 __________.

Permission marketing is also referred to as __________.

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

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.

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.

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

Permission marketing refers to

A 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

The 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 __________.

Personalization refers to