Question 1

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 indicated in the survey 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

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

Question 2

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called
A)opt-in.
B)e-consent.
C)a cookie.
D)spam.
E)e-authorization.

Accepted Answer

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

Question 3

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

Key term definition-customer experience.

Question 4

Marketers produce a customer experience through seven website design elements,including which of these?
A)commerce
B)creativity
C)consistency
D)collaboration
E)control

Accepted Answer

Companies produce a customer experience through seven website design elements,which are: (1)context,(2)content,(3)community,(4)customization,(5)communication,(6)connection,and (7)commerce.

Question 5

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)choice board.
B)collaborative filter.
C)individualization.
D)personalization.
E)permission marketing.

Accepted Answer

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

Question 6

Figure 21-1
 
-Consider Figure 21-1 above.Box D refers to which of the following website design elements?
A)creativity
B)commerce
C)control
D)consistency
E)collaboration

Accepted Answer

Companies produce a customer experience through seven website design elements: context (E);content (C);customization (B);connection (F);communication (G);community (A);and commerce (D).

Question 7

Figure 21-1
 
-Consider Figure 21-1 above.Box C refers to which of the following website design elements?
A)creativity
B)control
C)consistency
D)content
E)collaboration

Accepted Answer

Companies produce a customer experience through seven website design elements: context (E);content (C);customization (B);connection (F);communication (G);community (A);and commerce (D).

Question 8

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.

Question 9

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)a choiceboard.
E)permission marketing.

Accepted Answer

Key term definition-permission marketing.

Question 10

________ means a consumer has been given the option to receive e-mail and advertising and has agreed,based on personal data supplied by the consumer.
A)E-consent
B)NetChoice
C)NetAgreement
D)Opt-in
E)E-authorization

Accepted Answer

Key term definition-opt-in.

Question 11

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 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

Key term definition-permission marketing.

Question 12

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 e-mail 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 e-mail.Monster.com uses ________ to send its e-mail updates.
A)opt-out marketing
B)permission marketing
C)personalization
D)cookies
E)wikis

Accepted Answer

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

Question 13

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 website.
D)collaborative filtering.
E)customerization.

Accepted Answer

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

Question 14

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 produced by a company is the standard by which a meaningful marketspace presence is measured.

Question 15

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)not-in
B)consent-out
C)opt-out
D)permission-denied
E)authorization-denied

Accepted Answer

Key term definition-opt-out.

Question 16

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

Accepted Answer

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

Question 17

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

Key term definition-personalization.

Question 18

Figure 21-1
 
-Consider Figure 21-1 above.Box A refers to which of the following website design elements?
A)creativity
B)community
C)consistency
D)collaboration
E)control

Accepted Answer

Companies produce a customer experience through seven website design elements: context (E);content (C);customization (B);connection (F);communication (G);community (A);and commerce (D).Customization is the site's ability to tailor itself to different users or to allow users to personalize the site.

Question 19

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.

Accepted Answer

Companies that successfully employ permission marketing adhere to three rules: (1)they make sure opt-in customers receive only information that is relevant and meaningful to them;(2)their customers are given the option to opt-out,or change the kind,amount,or timing of information sent to them;and (3)their customers are assured that their name or buyer profile data will not be sold or shared with others.

Question 20

Figure 21-1
 
-Consider Figure 21-1 above.Box B refers to which of the following website design elements?
A)customization
B)control
C)consistency
D)collaboration
E)creativity

Accepted Answer

Companies produce a customer experience through seven website design elements: context (E);content (C);customization (B);connection (F);communication (G);community (A);and commerce (D).

Quiz 21: Implementing Interactive and Multichannel Marketing

A consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called

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.

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

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

Figure 21-1 -Consider Figure 21-1 above.Box D refers to which of the following website design elements?

Figure 21-1 -Consider Figure 21-1 above.Box C refers to which of the following website design elements?

Personalization refers to

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

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

Permission marketing refers to

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

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

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.

Permission marketing is dependent on the ________ of the customer.

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

Figure 21-1 -Consider Figure 21-1 above.Box A refers to which of the following website design elements?

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

Figure 21-1 -Consider Figure 21-1 above.Box B refers to which of the following website design elements?