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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 21

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Which of the following transactions occurred in the marketspace?

A) Connie sold Discovery Toys creative puzzles at an in-home demonstration.
B) Joan bought a brand new pair of Dansko 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 person when his mobile 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) None of the above

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Question 22

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Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2017.

A) $829 million
B) $997 million
C) $39 billion
D) $278 billion
E) $370 billion

F) A) and D)
G) B) and C)

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Question 23

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Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.

Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

In terms of the online customer experience, connection is defined as the

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

All of the following are motivators for showrooming EXCEPT:

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

One category product and service category that dominates online consumer buying consists of highly standardized products and services, such as home improvement products and casual apparel, for which

Consumers can visit the L.L. Bean website to scan and order from among thousands of displayed products without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is __________.

Buzz is particularly influential for which of the following items?

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons why consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

The six reasons why consumers shop and buy online are

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

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

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

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

One problem that can occur from the use of a transactional website is __________, even though marketers claim the number of new customers they attract to stores offsets this problem.

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

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as