Question 1

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 2

Marketers produce a customer experience through seven website design elements: (1) context, (2) content, (3) community, (4) __________, (5) communication, (6) connection, and (7) commerce.
A)customization
B)control
C)consistency
D)collaboration
E)creativity

Accepted Answer

Customization is a key element in website design that allows marketers to tailor the user experience to individual preferences, enhancing engagement and satisfaction.

Question 3

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

Permission marketing refers to the practice of obtaining a consumer's consent or permission before sending them marketing messages or advertising. This is typically done by asking the consumer to provide personal data, such as their email address, and agreeing to receive promotional materials in exchange. This approach is considered more effective and less intrusive than traditional marketing methods that rely on interrupting consumers with unsolicited messages.

Question 4

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

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is known as opt-in. This means that the consumer has actively given permission or opted-in to receive such emails or advertisements.

Question 5

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 refers to the overall experience a customer has with a brand or company, including all interactions and touchpoints. Digitalization, online marketing, website design, and interactive marketing are all related but narrower concepts that do not encompass the whole customer journey as described in the question, making them less fitting choices.

Question 6

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. This consumer-initiated practice is an example of
A)permission marketing.
B)personalization.
C)transactional website.
D)collaborative filtering.
E)customerization.

Accepted Answer

The given scenario of Yahoo! allowing its users to create a personalized web page by choosing the content and appearance reflects the practice of "personalization." This is a consumer-initiated process that enables users to customize their experience by tailoring content to their preferences. Hence, option B is the correct answer.

Option A (permission marketing) is a strategy that involves obtaining consent from consumers before sending them promotional material. This is not relevant to the given scenario.

Option C (transactional website) refers to an online platform that facilitates sales transactions between businesses and consumers. This is not applicable to the situation described in the question.

Option D (collaborative filtering) is an algorithm-based approach that recommends products or services based on past user behavior or user preferences. This is not related to the consumer-initiated personalization process described in the question.

Option E (customerization) is a term used to describe the process of creating customized products or services based on the individual customers' requirements. This is not entirely relevant to the given scenario, as Yahoo! is not creating personalized products here.

Question 7

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

Context refers to the overall setting or environment in which the website is presented. Content, on the other hand, refers to the actual information presented on the website. Therefore, the best choice to complete the list is A, content.

Question 8

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 messages, products or services to individual users based on their behavior, preferences, or other data collected about them. This includes generating customized content on a marketer's website that meets the specific needs and preferences of each user.

Question 9

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 is the term used to describe the process of withdrawing or removing oneself from a marketing list or program. This can include unsubscribing from email lists or requesting to be removed from telemarketing lists.

Question 10

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 answer of What is the standard for measuring a...

Question 11

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 the consumer-initiated practice of
A)choice board.
B)collaborative filter.
C)individualization.
D)personalization.
E)permission marketing.

Accepted Answer

Monster.com uses personalization by allowing individuals to search for specific job descriptions and then remembering where they left off if they have to stop their search. They also continue to search for new relevant listings and send them via email, which is personalized to the individual's job search criteria.

Question 12

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only 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 percent satisfied" 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 of successful permission marketing is that customers are assured that their name or buyer profile data will not be sold or shared with others. This builds trust with customers and reassures them that their privacy is respected by the company.

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 title, keyword, company name, and location (city, state). Monster.com will then search for and list all the jobs that match the criteria. Users also have the ability to click on the link "Email me Jobs" to send users e-mails identifying any new relevant job listings. Monster.com uses __________ to send its e-mail updates.
A)opt-out marketing
B)permission marketing
C)personalization
D)cookies
E)wikis

Accepted Answer

Monster.com's "Email me Jobs" feature requires users to opt-in and give permission to send them job listings via email, making it an example of permission marketing.

Question 14

A cosmetics company 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 the company to send them product updates via e-mail. When it introduced its Anti-Aging Formula, 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. The company used __________ to introduce its new product.
A)opt-out marketing
B)personalization
C)viral marketing
D)buzz marketing
E)permission marketing

Accepted Answer

The company used permission marketing as it had obtained consent from the customers to send them product updates via e-mail. The e-mail sent to women over 35 who were worried about wrinkles was in line with their preferences, and by checking the box, they had given permission to receive such updates. The response rate of 8% indicates that the message was relevant to the target audience, and the customers were receptive to receiving it.

Question 15

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

Opt-in refers to the practice of giving individuals the choice to receive promotional communications and marketing messages by actively agreeing to do so. This can involve providing personal information such as an email address or checking a box to indicate consent. Opt-in is often contrasted with opt-out, where individuals must take active steps to avoid receiving marketing messages.

Question 16

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only 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 percent 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) states that opt-in customers should be given the option to opt-out or change the type of information they receive. Option D accurately reflects this rule. Options A, B, and C do not address the issue of relevant or meaningful information or the protection of customer data, which are the other two rules of permission marketing. Option E addresses the protection of customer data, but does not address the other two rules.

Question 17

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 sent 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 receive only information that is relevant or meaningful 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

The three rules mentioned in the question are that customers must opt-in, they must be given the option to opt-out or change preferences, and their information must not be sold or shared. Option C is the only one that specifically addresses the second rule, which is about giving customers control over what information they receive. Options A, D, and E are not directly related to permission marketing or the three rules mentioned. Option B is somewhat related to the third rule, but does not address the other two rules.

Question 18

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 given scenario refers to the concept of permission marketing, where the consumer provides their consent or "opt-in" to receive emails and advertising based on the personal data they have supplied. This approach emphasizes building long-term relationships with customers by gaining their trust and respecting their privacy.

Question 19

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

Community is a key element in website design that enhances customer experience by fostering interaction and engagement among users.

Question 20

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

Accepted Answer

Permission marketing refers to when customers give their permission or consent to receive promotional messages from a business. This is often done through opt-in marketing techniques such as email sign-ups or mobile app notifications. It is not spam, which is unsolicited and unapproved messaging. It is also not seller-initiated or opt-out marketing, as in these cases, the business makes the decision to contact the customer without their explicit permission. Viral marketing refers to the use of social media to increase brand awareness or promote a product through word-of-mouth sharing.

Quiz 21: Implementing Interactive and Multichannel Marketing

Personalization refers to

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

Permission marketing refers to

The solicitation of 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.

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. This consumer-initiated practice is an example of

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

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

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

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

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 company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only 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 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

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

Permission marketing is also referred to as