Question 1

Which of these is not a motivation for webrooming?

Accepted Answer

A)   obtaining a lower price
B)   gaining immediate possession of a product
C)   finding a larger selection
D)   avoiding shipping costs
E)   expecting easier returnsF) A) and D)
G) B) and D)

Question 2

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

Accepted Answer

A)   dynamic pricing.
B)   virtual pricing.
C)   experience curve pricing.
D)   skimming pricing.
E)   elasticity pricing.F) C) and D)
G) B) and E)

Question 3

Figure 17-1
-Consider Figure 17-1 above. Box E refers to which of these website design elements?

Accepted Answer

A)   creativity
B)   context
C)   control
D)   consistency
E)   collaborationF) B) and E)
G) B) and D)

Question 4

Among popular purchases online, one kind of product consists of items like computer software, music, and video for which

Accepted Answer

A)   prepurchase trial is critical.
B)   digital delivery is the single most important factor.
C)   audio or video demonstration is important.
D)   price and delivery time are not key factors.
E)   price and speed of delivery are the determinant sales factors.F) All of the above
G) B) and E)

Question 5

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Accepted Answer

A)   content and commerce
B)   commerce and customization
C)   context and content
D)   communication and community
E)   context and connectionF) A) and D)
G) A) and E)

Question 6

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Accepted Answer

A)   chatbots
B)   choice assistance
C)   sales promotions
D)   adaptive selling
E)   bot referralF) B) and D)
G) B) and C)

Question 7

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Accepted Answer

A)   choiceboard.
B)   permission-based e-mail.
C)   cookie.
D)   bot.
E)   collaborative filter.F) A) and D)
G) A) and B)

Question 8

Figure 17-1
-Consider Figure 17-1 above. Box C refers to which of these website design elements?

Accepted Answer

A)   creativity
B)   control
C)   consistency
D)   content
E)   collaborationF) A) and B)
G) A) and C)

Question 9

Which of these transactions occurred in the digital marketspace?

Accepted Answer

A)   Becca sold Discovery Toys creative puzzles at an in-home demonstration.
B)   Emiliano bought a brand new pair of TOMS shoes through Zappos.com.
C)   Shelby purchased an iPhone case at a kiosk at the airport.
D)   Corey bought a double-dipped chocolate ice cream cone from the ice cream vendor when his ice cream truck came down the street.
E)   Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.F) B) and D)
G) C) and D)

Question 10

In terms of the online customer experience, content refers to

Accepted Answer

A)   a website's capabilities to enable commercial transactions.
B)   all the digital information on a website-text, video, audio, and graphics.
C)   the multiple ways the website enables user-to-user communication.
D)   the dialog that unfolds between the website and its users.
E)   the information consumers provide to the firm through its website.F) D) and E)
G) A) and C)

Question 11

A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Accepted Answer

A)   spam.
B)   a blog.
C)   buzz.
D)   a forum.
E)   a journalog.F) None of the above
G) C) and E)

Question 12

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

Accepted Answer

A)   choice and control
B)   cost and convenience
C)   interactivity and individuality
D)   communication and information
E)   choice boards and collaborative filteringF) B) and E)
G) A) and B)

Question 13

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 informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which reason consumers shop online?

Accepted Answer

A)   convenience
B)   communication
C)   customization
D)   choice
E)   controlF) A) and D)
G) A) and C)

Question 14

Which of these allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

Accepted Answer

A)   spam
B)   worms
C)   cookies
D)   trackers
E)   vloggersF) B) and D)
G) A) and B)

Question 15

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Accepted Answer

A)   consumer responsibility.
B)   closer global alliances.
C)   Web communities.
D)   social responsibility.
E)   courteous online dialog.F) B) and D)
G) D) and E)

Question 16

Viral marketing refers to

Accepted Answer

A)   an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B)   malicious malware that is used to create doppelgangers on competitors' websites.
C)   a subversive program that automatically transfers viruses from one website to another.
D)   a digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs.
E)   an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.F) C) and D)
G) B) and D)

Question 17

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.

Accepted Answer

A)   opt-out marketing
B)   personalization
C)   viral marketing
D)   buzz marketing
E)   permission marketingF) C) and D)
G) A) and C)

Question 18

Describe why measuring channel performance in multichannel marketing is so difficult.

Accepted Answer

The third step in implementing multichan...

Question 19

According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people-relationships that have both high ________ and high ________."

Accepted Answer

A)   trust; transactions
B)   levels of communication; brand awareness
C)   customer loyalty; consumer expectations
D)   customer interaction; product awareness
E)   customer value; mutual respectF) B) and E)
G) C) and D)

Question 20

Internet-enabled technologies provide communication capabilities that take three forms. They are

Accepted Answer

A)   a highly interactive and individualized information and exchange environment, telephone-based customer service, and order processing via PayPal.
B)   marketer-to-consumer e-mail notifications, telephone-based customer service, and order processing via PayPal.
C)   consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and telephone-based customer service.
D)   recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notifications.
E)   marketer-to-consumer e-mail notifications; consumer-to-marketer buying and service requests; and consumer-to-consumer chat rooms, instant messaging, and social networking websites.F) B) and D)
G) A) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Correct Answer
verified

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

Correct Answer
verified

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Correct Answer
verified

Describe why measuring channel performance in multichannel marketing is so difficult.

Correct Answer
verified
The third step in implementing multichan...
View Answer

Which of these transactions occurred in the digital marketspace?

Correct Answer
verified

In terms of the online customer experience, content refers to

Correct Answer
verified

According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people-relationships that have both high and high ."

Correct Answer
verified

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Correct Answer
verified

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Correct Answer
verified

A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Correct Answer
verified

Figure 17-1 -Consider Figure 17-1 above. Box E refers to which of these website design elements?

Correct Answer
verified

Among popular purchases online, one kind of product consists of items like computer software, music, and video for which

Correct Answer
verified

Internet-enabled technologies provide communication capabilities that take three forms. They are

Correct Answer
verified

Figure 17-1 -Consider Figure 17-1 above. Box C refers to which of these website design elements?

Correct Answer
verified

Which of these allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

Correct Answer
verified

Correct Answer
verified

Viral marketing refers to

Correct Answer
verified

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

Correct Answer
verified

Which of these is not a motivation for webrooming?

Correct Answer
verified

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Correct AnswerverifiedShow Answer

Describe why measuring channel performance in multichannel marketing is so difficult.

Correct AnswerverifiedThe third step in implementing multichan...View AnswerShow Answer

Which of these transactions occurred in the digital marketspace?

Correct AnswerverifiedShow Answer

In terms of the online customer experience, content refers to

Correct AnswerverifiedShow Answer

According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people-relationships that have both high ________ and high ________."

Correct AnswerverifiedShow Answer

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

Correct AnswerverifiedShow Answer

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

Correct AnswerverifiedShow Answer

A web page that serves as a publicly accessible personal journal for an individual or organization is referred to as

Correct AnswerverifiedShow Answer

Figure 17-1 -Consider Figure 17-1 above. Box E refers to which of these website design elements?

Correct AnswerverifiedShow Answer

Among popular purchases online, one kind of product consists of items like computer software, music, and video for which

Correct AnswerverifiedShow Answer

Internet-enabled technologies provide communication capabilities that take three forms. They are

Correct AnswerverifiedShow Answer

Figure 17-1 -Consider Figure 17-1 above. Box C refers to which of these website design elements?

Correct AnswerverifiedShow Answer

Which of these allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Viral marketing refers to

Correct AnswerverifiedShow Answer

Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.

Correct AnswerverifiedShow Answer

Which of these is not a motivation for webrooming?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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The third step in implementing multichan...
View Answer

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Correct Answer
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According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people-relationships that have both high and high ."

Correct Answer
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Correct Answer
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Correct Answer
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