Question 1

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.

Accepted Answer

ESPN's practice of allowing users to create a landing page that always displays their favorite team's scores and stories is an example of personalization, as it tailors the content to the specific user's preferences.

Question 2

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.

Accepted Answer

Key term definition-personalization.

Question 3

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.

Accepted Answer

The solicitation of consumer consent to receive email and advertisement based on personal data is known as permission marketing. Permission marketing means the customer is giving consent before marketers start to send them marketing messages. By giving permission or “opt-in,” the customer begins a relationship with the company or brand.

Question 4

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

One of the three rules for a company to successfully employ permission marketing is to give customers the option to opt-out, or change the kind, amount, or timing of information sent to them. This ensures that customers have control over the information they receive and are more likely to engage with the company's marketing efforts. Options A, B, D, and E are not related to permission marketing.

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 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

Accepted Answer

Clinique used permission marketing, as customers had given their explicit consent for Clinique to send them product updates via email. The targeted email campaign for the Anti-Aging Serum was based on the customers' survey responses indicating concern for wrinkles, which further demonstrates the customized and permission-based nature of the marketing.

Question 6

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 most important standard for measuring a meaningful marketspace company presence. This includes factors such as website usability, customer service, and overall satisfaction. While factors like sales and website design are important, they do not necessarily indicate a strong presence in the marketspace if the customer experience is lacking. The shopping cart and eight-second rule are specific aspects of the customer experience rather than overall measures of a company's presence.

Question 7

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

Accepted Answer

The answer of Figure 18-1 
-Consider Figure 18 -1.D refers...

Question 8

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

Accepted Answer

The answer of Figure 18-1 
-Consider Figure 18 -1.B refers...

Question 9

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.

Accepted Answer

Permission marketing refers to the practice of obtaining a consumer's consent to receive marketing materials, typically via email, based on personal data supplied by the consumer. This allows marketers to target their messaging more effectively and can increase the likelihood of a positive response from the consumer.

Question 10

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

Accepted Answer

The term "context" refers to the environment in which the website's content is presented, including factors such as the user's location, device, and browsing history. It is an important element of website design as it helps to personalize the user's experience and tailor the content to their specific needs and interests.

Question 11

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

Accepted Answer

Monster.com uses permission marketing, as users must register and give permission to receive email updates.

Question 12

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

Accepted Answer

The image in Figure 18-1 appears to be a website layout, and of the options given, the most likely element it refers to is content.

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 websites.
D) collaborative filtering.
E) customerization.

Accepted Answer

The practice of allowing users to pick and customize the content on their web pages is an example of personalization, where the website tailors its offerings based on individual preferences and behavior. This is different from permission marketing, which involves obtaining explicit consent from customers before sending them promotional messages, or collaborative filtering, which is a technique for making personalized recommendations based on user data.

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 statement specifically mentions "interactions a customer has with a company's website" which pertains to the customer experience. Digitalization relates to the transformation of business to digital platforms, online marketing refers to marketing efforts specifically done online, website design pertains to the aesthetic and functional aspects of a website, and interactive marketing involves using various communication channels to engage with customers. Only customer experience encompasses the entire purchase decision process.

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

Accepted Answer

The term "opt-out" refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands. This is a commonly used term in the context of email marketing or other forms of direct marketing where consumers are given the option to unsubscribe or opt-out of future communications.

Question 16

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.

Accepted Answer

Opt-in is the solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer. Opt-out is the opposite, where the consumer must actively choose to not receive marketing communications. Cookies are small data files placed on a user's computer by a website. Spam is unsolicited email, and buzz refers to creating excitement and interest around a product or brand.

Question 17

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

Accepted Answer

Content is one of the key elements in website design that marketers use to create a customer experience, as it provides valuable information and engages users.

Question 18

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

Accepted Answer

The answer of Figure 18-1 
-Consider Figure 18 -1.Box A...

Question 19

________ 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

Accepted Answer

Opt-in means that the consumer has actively given permission to receive emails and advertising. This is different from opt-out, where the consumer has to actively choose not to receive emails and ads. Therefore, D is the best choice for this question.

Question 20

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 a type of marketing strategy where the customer gives their consent to receive promotional materials from the company. This consent is known as opt-in, where the customer actively signs up or subscribes to the marketing communication. Therefore, the success of permission marketing is dependent on the opt-in of the customer.

Quiz 18: Implementing Interactive and Multichannel Marketing

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

Personalization refers to

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

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

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

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

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

Permission marketing refers to

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

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

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

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.

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.

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

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

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

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

Permission marketing is dependent on the ________ of the customer.