Question 1

There are three approaches to viral marketing.Marketers can: (1)__________; (2)make the website content so compelling that viewers want to share it with others; and (3)offer incentives for referrals.

Accepted Answer

The answer of There are three approaches to viral marketing.Marketers...

Question 2

2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Accepted Answer

The CAN-SPAM Act of 2004 is a federal law that sets the rules for commercial email, establishes requirements for commercial messages, and gives recipients the right to stop emails from being sent to them. It restricts information collection and unsolicited e-mail promotions on the Internet. The other options are either not specific to unsolicited emails or not relevant to data protection and privacy regulations.

Question 3

marketspace,buzz refers to __________.

Accepted Answer

Buzz refers to word-of-mouth behavior, specifically the positive or negative discussions and recommendations made by consumers about a product or service. Marketspace refers to the electronic marketplace where buyers and sellers interact. Instant messaging, Twittering, firm-based viral marketing, and negative or deceptive online ads are all tactics that may be used in the marketspace or to generate buzz, but they do not directly relate to the definition of these terms.

Question 4

Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Accepted Answer

The internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as viral marketing. It is called viral marketing because it spreads like a virus from person to person through electronic means, without the need for significant marketing expenditure. The term "buzz marketing" refers to creating a buzz or excitement around a product or service through word-of-mouth or other means. "Customerization" refers to customizing a product or service to meet the specific needs or preferences of individual customers. "Liking" is a feature on social media platforms that allows users to express their approval for a post or a page. "Permission marketing" refers to seeking the consent of customers before sending them marketing messages.

Question 5

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

Many popular items bought online can be purchased at the same price or cheaper than in retail stores. While shipping and handling fees may add to the overall cost, there are often savings on the item itself. Fixed pricing is not necessarily the norm online, and dynamic pricing may be used but is not the most commonly used strategy. Margins for online goods may vary and are not consistently higher than those in traditional marketplaces.

Question 6

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends,which has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

The use of user-controlled webcams to take pictures and share them with friends via email is a classic example of viral marketing, where customers become advocates of a product or service and promote it to others in their social networks.

Question 7

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Accepted Answer

The computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are called cookies. Cookies allow the marketer to track the online shopper's browsing behavior and preferences, which can be used to personalize their experience on the website and target them with relevant ads. Bots and spiders are automated computer programs used for various purposes, while spam refers to unsolicited emails. Interstitials are ads that come up between content pages.

Question 8

Online consumers are called empowered consumers because

Accepted Answer

Online consumers have access to a vast amount of information about products and services, allowing them to make more informed purchasing decisions. They can compare prices, read reviews, and research products before buying. This makes them more discerning shoppers and gives them more power in their purchasing decisions.

Question 9

is particularly influential for which of the following items?

Accepted Answer

The industries of toys, pharmaceuticals, motion pictures, and consumer electronics are all highly influenced by public opinion and consumer behavior, making public relations particularly influential in these areas.

Question 10

Frank needs to buy a new car.Before visiting a showroom,however,he logs onto www.autobytel.com.Here,he can compare the attributes of various makes and models,find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars.After deciding on the car he wants to buy,Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants.Because Frank is so well informed about prices,he is able to make a deal for several hundred dollars less than the salesperson's best offer.Frank's car buying experience illustrates which reason why consumers shop online?

Accepted Answer

Frank's ability to negotiate a better deal at the showroom is an example of the control that he gained by being well-informed about prices and options before visiting the showroom.

Question 11

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

Accepted Answer

Viral marketing involves spreading a marketing message through word-of-mouth or sharing, often leveraging existing networks. By including its tagline in every email, MSN Hotmail encourages users to spread awareness of its service, akin to a viral marketing strategy.

Question 12

is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

Jeff Bezos highlights the vast reach of the internet, suggesting that an unhappy customer can potentially share their dissatisfaction with thousands, hence the choice of 6,000 friends.

Question 13

Viral marketing refers to

Accepted Answer

Viral marketing is a promotional strategy that encourages individuals to share a marketer's message with others via e-mail, social networking, and blogs. This can create a "viral" effect as the message spreads rapidly through online channels, increasing brand awareness and engagement. Options A, B, C, and E do not accurately describe viral marketing.

Question 14

People who referred 10 friends to the Procter & Gamble website for Physique shampoo (HYPERLINK "http://www.physique.com"www.physique.com)received a free,travel-size styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used __________.

Accepted Answer

The promotion used viral marketing, which involves encouraging individuals to share a marketing message with others, leading to exponential growth in the message's exposure and influence.

Question 15

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

Accepted Answer

Studies indicate that shoppers typically spend an average of 5 hours researching cars online before visiting a showroom.

Question 16

the De Beers website (HYPERLINK "http://www.diamondsareforever.com"www.diamondsareforever.com),users can design their own rings and show them to others.One out of five website visitors e-mails their ring design to friends and relatives who then visit the site.De Beers is using __________ to promote its diamonds.

Accepted Answer

De Beers is using viral marketing to promote its diamonds as customers are encouraged to share their ring designs with others, leading to increased website traffic and brand awareness.

Question 17

practice of changing prices for products and services in real time in response to supply and demand conditions is referred to as __________.

Accepted Answer

Dynamic pricing involves adjusting prices in real time based on changes in supply and demand conditions. This allows businesses to maximize profits by charging higher prices during times of high demand and lower prices during times of low demand.

Question 18

There are three approaches to viral marketing.Marketers can: (1)embed a message in the product or service; (2)__________; and (3)offer incentives for referrals.

Accepted Answer

Making the website content so compelling that viewers want to share it with others is the approach that is most likely to result in viral marketing. This is because viral marketing relies on people sharing content with their network, and if the content is not engaging enough, it is less likely to be shared. The other options listed may be effective marketing strategies, but they do not necessarily lead to viral marketing.

Question 19

Which of the following statements about cost and its impact on online shopping is most accurate?

Accepted Answer

Lower external search costs is one of the major reasons for the popularity of online shopping. This refers to the fact that consumers can easily compare prices and products across multiple websites without incurring additional costs such as transportation or time. This convenience is a significant factor in attracting consumers to online shopping. The other statements are not accurate; fixed pricing is not commonly used online, margins may vary depending on the product and market, dynamic pricing is not the most commonly used pricing strategy, and shipping fees may or may not negate any price advantage.

Question 20

Word-of-mouth behavior in marketspace is referred to as __________.

Accepted Answer

Word-of-mouth behavior in marketspace is commonly referred to as "buzz." This can refer to positive or negative rumors or opinions spreading about a particular product or brand.

Quiz 21: Implementing Interactive and Multi-Channel Marketing

There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

marketspace,buzz refers to __________.

Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Which of the following statements about cost and its impact on online shopping is most accurate?

Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________.

Online consumers are called empowered consumers because

is particularly influential for which of the following items?

MSN Hotmail includes its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily,it is using __________.

is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Viral marketing refers to

Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.

practice of changing prices for products and services in real time in response to supply and demand conditions is referred to as __________.

There are three approaches to viral marketing.Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.

Which of the following statements about cost and its impact on online shopping is most accurate?

Word-of-mouth behavior in marketspace is referred to as __________.