Exam 21: Implementing Interactive and Multi-Channel Marketing

A) context
B) commerce
C) communication
D) connection
E) customization

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A) a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
B) the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
C) 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.
D) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

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The Harley-Davidson website provides con...

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A) cross-functional
B) financial
C) service-oriented
D) informational
E) promotional

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A) customer attrition
B) stickiness
C) cannibalization
D) unauthorized buzz
E) excessive product returns

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A) collaborative marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

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A) desktop veterans
B) media movers
C) drifting surfers
D) digital collaborators
E) time-sensitive materialists

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E

A) a public online forum centered on a specific topic or theme.
B) a running account of all purchases made at a single website.
C) a webpage that serves as a publicly accessible personal journal for an individual or an organization.
D) an itemized list of all website "hits" on an individual person including a short biographical summary.
E) a Web network that works as a family tree linking all members of a group or organization.

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A) Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
B) The margin for online goods is usually higher than those purchased in a traditional marketplace.
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D) Any price advantage for online purchases is lost in shipping and handling fees.
E) Lower external search costs is one of the major reasons for the popularity of online shopping.

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E

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

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A) are married couples with children at home who use the Internet like a consumer magazine.
B) rarely spend money online and use the Internet only as an information source.
C) regularly visit their favorite bookmarked websites and spend the most money online.
D) regard the Internet as a convenient tool for buying music, books, and computer software.
E) consist of young, affluent single consumers who spend more time online than any other segment.

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A) intermediary
B) promotional
C) multichannel
D) direct sales
E) transactional

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A) transactional
B) financial
C) service-oriented
D) informational
E) cross-functional

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A) time-sensitive materialists
B) ebivalent newbies
C) click-and-mortar
D) brand loyalists
E) hooked, online, and single

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A) negotiate among competitors for the lowest price.
B) find the item on an auction site such as eBay.
C) contact the manufacturer directly.
D) click on the shopping cart icon to purchase the product or service.
E) purchase the item at a retail store.

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A) content
B) commerce
C) customization
D) connection
E) context

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A) 12 percent
B) 14 percent
C) 24 percent
D) 31 percent
E) 32 percent

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A) remained stagnant until 2007 when online security measures improved.
B) grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.
C) has shown growth in both online shoppers and online retail sales year after year, and is expected to continue in that direction for at least the next few years.
D) grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online state sales tax collection laws.
E) grew slowly for the first three years, but has steadily declined since 2007, and is expected to continue to decline for the foreseeable future.

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C