Question 1

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Accepted Answer

A)  wiki
B)  cookie
C)  bot
D)  choiceboard
E)  collaborative filterF) A) and E)
G) C) and E)

Question 2

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Accepted Answer

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

Question 3

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Accepted Answer

A)  digital consumers.
B)  online consumers.
C)  cyberspace consumers.
D)  cross-channel consumers.
E)  multichannel consumers.F) A) and E)
G) A) and D)

Question 4

To gauge stickiness,companies use the following formula:

Accepted Answer

A)  Average Time Spent per Unique Hourly visitor (minutes) = (Average Visits per Unique Hourly Visitor) × (Average Time Spent per Visit (minutes) .
B)  Average Time Spent per Unique Daily visitor (minutes) = (Average Visits per Unique Daily Visitor) × (Average Time Spent per Visit (minutes) .
C)  Average Time Spent per Unique Weekly visitor (minutes) = (Average Visits per Unique Weekly Visitor) × (Average Time Spent per Visit (minutes) .
D)  Average Time Spent per Unique Yearly visitor (minutes) = (Average Visits per Unique Yearly Visitor) × (Average Time Spent per Visit (minutes) .
E)  Average Time Spent per Unique Monthly visitor (minutes) = (Average Visits per Unique Monthly Visitor) × (Average Time Spent per Visit (minutes) .F) C) and E)
G) A) and C)

Question 5

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Accepted Answer

A)  20%
B)  37%
C)  45%
D)  51%
E)  75%F) A) and E)
G) C) and D)

Question 6

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The marketspace creates customer value b...

Question 7

The percentage of online shoppers

Accepted Answer

A)  didn't begin to show promise until 2007 when online security measures improved.
B)  stabilized in 2009 when Internet penetration reached 98 percent of all U.S.households.
C)  grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
D)  has grown year after year and is expected to continue to increase over the next few years.
E)  grew slowly for the first three years,spiked dramatically in 2008-2009,but then slowed just as dramatically due to a downturn in the economy and the implementation of a new online state sales tax collection law passed by Congress.F) A) and C)
G) C) and E)

Question 8

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

Accepted Answer

A)  form utility
B)  time utility
C)  price utility
D)  place utility
E)  possession utilityF) B) and E)
G) A) and C)

Question 9

Megan is looking for a gift for her older brother who enjoys reading mysteries.A book by one of his favorite authors was recently published and she plans to buy it.However,because she is on a limited budget,she wants to find the lowest price.The most convenient way for Megan to find the best price for the book would be to

Accepted Answer

A)  drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price.
B)  call all the bookstores in her community to inquire about the price of the book at each one.
C)  use a bot to comb the websites of online booksellers and locate the one with the best price.
D)  use a cookie to contact various bookstores and find the one with the best price.
E)  create a choiceboard using the Barnes & Noble's FacebookF) B) and C)
G) C) and D)

Question 10

Which of the following profiles would MOST LIKELY describe an online consumer?

Accepted Answer

A)  a tech-savvy high-school student living with her parents
B)  a twenty-one year old high-school graduate earning $18,000 annually living in his own apartment
C)  a twenty-eight year old chemical engineer living in the suburbs with her husband and two children
D)  a fifty-five year old factory worker living with his wife in an apartment
E)  a seventy-year old retired naval officer living in a retirement communityF) A) and E)
G) C) and E)

Question 11

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

Accepted Answer

A)  tweets
B)  buzz
C)  instant messaging
D)  blogging
E)  viral marketingF) B) and E)
G) A) and C)

Question 12

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Accepted Answer

A)  contentious relationship
B)  reciprocity agreement
C)  joint venture
D)  franchise contract
E)  collaborative relationshipF) A) and B)
G) All of the above

Question 13

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Accepted Answer

A)  reputation for customized detailing of the finest motorcycles in competitive racing.
B)  commitment to incorporating individual customer input for every single bike.
C)  unique anti-theft electronic GPS tracer built into every frame.
D)  creativity promise,guaranteeing that the color (paint job) is completely unique for each touring bike it makes.
E)  "one product-one market" segmentation strategy,in which all bikes are exactly alike.F) D) and E)
G) B) and D)

Question 14

Six (6) general product and service categories dominate online consumer buying.One category includes regularly purchased consumer packaged goods such as personal care items where

Accepted Answer

A)  customer value is the most important element.
B)  price and delivery time are not key factors.
C)  convenience is very important.
D)  digital delivery is an important factor.
E)  price and speed of delivery are the determinant sales factors.F) A) and B)
G) B) and C)

Question 15

Customization refers to

Accepted Answer

A)  the specialization in one very small but highly sought out specialty item.
B)  Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)  the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)  items that are unique in every dimension to minimize feature bloat.
E)  novelty items used as sales promotions such as cups,hats,etc.that will be imprinted with a company logo and use the company colors and slogans if applicable.F) D) and E)
G) B) and E)

Question 16

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Accepted Answer

A)  trash mail.
B)  outlaw mail.
C)  virus marketing.
D)  spam.
E)  viral marketing.F) A) and B)
G) C) and E)

Question 17

-Consider Figure 18-2 above."D" refers to which of the following website design elements?

Accepted Answer

A)  context
B)  content
C)  commerce
D)  customization
E)  connectionF) None of the above
G) A) and D)

Question 18

Online consumers are called empowered consumers because

Accepted Answer

A)  products and services purchased online often cost less than in a retail store.
B)  online shopping does not require that they fight traffic,find a parking space,walk long store aisles,and wait in line at checkout.
C)  they are more informed and discerning shoppers.
D)  there are websites for almost any product or service they want.
E)  they can engage in an electronic dialogue with marketers.F) C) and D)
G) A) and B)

Question 19

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________-the amount of time per month that visitors spend on their websites.

Accepted Answer

A)  stickiness
B)  glueyness
C)  gumminess
D)  adhesiveness
E)  connectivenessF) A) and D)
G) All of the above

Question 20

How are transactional and promotional websites different?

Accepted Answer

Transactional websites are essentially e...

Exam 18: Implementing Interactive and Multichannel Marketing

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________-the amount of time per month that visitors spend on their websites.

Correct Answer
verified

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Correct Answer
verified

To gauge stickiness,companies use the following formula:

Correct Answer
verified

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

Correct Answer
verified

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

Correct Answer
verified

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Correct Answer
verified

Six (6) general product and service categories dominate online consumer buying.One category includes regularly purchased consumer packaged goods such as personal care items where

Correct Answer
verified

-Consider Figure 18-2 above."D" refers to which of the following website design elements?

Correct Answer
verified

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Correct Answer
verified

Customization refers to

Correct Answer
verified

Explain the four ways the marketspace creates value for consumers.

Correct Answer
verified
The marketspace creates customer value b...
View Answer

Correct Answer
verified

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Correct Answer
verified

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Correct Answer
verified

Online consumers are called empowered consumers because

Correct Answer
verified

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Correct Answer
verified

How are transactional and promotional websites different?

Correct Answer
verified
Transactional websites are essentially e...
View Answer

Which of the following profiles would MOST LIKELY describe an online consumer?

Correct Answer
verified

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct Answer
verified

The percentage of online shoppers

Correct Answer
verified

Exam 18: Implementing Interactive and Multichannel Marketing

Automobile dealerships have invested significant time,effort,and money in their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and __________-the amount of time per month that visitors spend on their websites.

Correct AnswerverifiedShow Answer

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Correct AnswerverifiedShow Answer

To gauge stickiness,companies use the following formula:

Correct AnswerverifiedShow Answer

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Links that are embedded in the website,appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click comprise a website's __________ design element.

Correct AnswerverifiedShow Answer

Six (6) general product and service categories dominate online consumer buying.One category includes regularly purchased consumer packaged goods such as personal care items where

Correct AnswerverifiedShow Answer

-Consider Figure 18-2 above."D" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Correct AnswerverifiedShow Answer

Customization refers to

Correct AnswerverifiedShow Answer

Explain the four ways the marketspace creates value for consumers.

Correct AnswerverifiedThe marketspace creates customer value b...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Seven Cycles has a __________ with its 233 authorized dealers and distributors.

Correct AnswerverifiedShow Answer

Seven Cycles' tagline,"One Bike.Yours." reflects the company's

Correct AnswerverifiedShow Answer

Online consumers are called empowered consumers because

Correct AnswerverifiedShow Answer

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

Correct AnswerverifiedShow Answer

How are transactional and promotional websites different?

Correct AnswerverifiedTransactional websites are essentially e...View AnswerShow Answer

Which of the following profiles would MOST LIKELY describe an online consumer?

Correct AnswerverifiedShow Answer

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Correct AnswerverifiedShow Answer

The percentage of online shoppers

Correct AnswerverifiedShow Answer

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The marketspace creates customer value b...
View Answer

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Transactional websites are essentially e...
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