Q&A Hero

Q: iVillage.com is an independent Web community for women, and includes topics such as career management, personal finances, parenting, relationships, beauty and health. This is an example of _______________, the fourth reason why consumers buy and shop online. a. control b. customization c. convenience d. choice e. communication

Q: Levi's Japan has launched an all-new service catering to those looking to tailor their own denim. Hitting nine stores nationwide, the process allows customers to choose different elements, including cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length and extra treatments (sanding, paint drips). From start to delivery takes about a month's time. This is an example of _________, or the third reason why consumers buy online. a. control b. cost c. choice d. customization e. convenience

Q: Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general merchant that offers more than 100,000 products. This is an example of the second reason why consumers buy online, which is ___________. a. convenience b. choice c. cost d. control e. customization

Q: Consumers can visit L. L. Bean's 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 is an example of the first reason why consumers buy online, which is __________. a. convenience b. customization c. communication d. cost e. control

Q: The six reasons why consumers shop and buy online are a. interest, entertainment, cost, control, flexibility, and customization. b. customization, customerization, price, service, entertainment, and convenience. c. content, context, utility, entertainment, communication, and cost. d. cost, convenience, customization, communication, control, and choice. e. control, utility, interest, personalization, choice, and flexibility.

Q: Which of the following product categories accounts for the largest proportion of total online consumer sales? a. consumer electronics b. apparel, footwear, and accessories c. food and beverages d. music and video e. appliances and home improvement

Q: Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category a. are highly standardized. b. require audio or video demonstration. c. do not require pre-purchase trial. d. can be delivered inexpensively through bulk mail. e. are purchased mainly on the basis of price.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category consists of highly standardized products and services, for which a. audio or video demonstration is important. b. price and delivery time are not key factors. c. digital delivery is an important factor. d. assortment and speed of delivery are the determinant sales factors. e. information about price is important.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes regularly purchased consumer packaged goods, such as grocery products, where 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.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as collectibles and specialty foods, for which a. the items are unique. b. customer value is the most important element. c. price and delivery time are not key factors. d. digital delivery is an important factor. e. price and speed of delivery are the determinant sales factors.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as computer software, travel and lodging reservations and confirmations, financial brokerage services, and electronic ticketing, for which 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.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as DVDs, for which a. audio or video demonstration is important. b. prepurchase trial is not necessarily critical. c. price and delivery time are not key factors. d. digital delivery is the single most important factor. e. price and speed of delivery are the determinant sales factors.

Q: Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items where a. digital delivery is an important factor as well as post-purchase support services. b. price and speed of delivery are the determinant sales factors. c. convenience is very important, even more so than price or quality. d. product information is an important part of the purchase decision but prepurchase trial is not necessarily critical. e. price and delivery time are not key factors, but product warranties are very important.

Q: C&R Research, in their research for Disney Online, identified four segments of mothers based on their Internet usage. The first three segments, which accounted for 77 percent of online moms, were composed of a. Yes Mom, Mrs. Net Skeptic mom, and Tech Nester mom. b. Mrs. Net Skeptic mom, Tech Nester mom, and Passive Under Pressure mom. c. Yes Mom, Mrs. Net Skeptic mom, and Passive Under Pressure mom. d. Yes Mom, Tech Nester mom, and Passive Under Pressure mom. e. Mrs. Net Skeptic mom, Passive Under Pressure, and Yes Mom.

Q: In its research for Disney Online, C&R Research identified mothers who tend to be Internet newbies and go online infrequently as the "__________" segment. a. Tech Nester b. Mrs. NetSkeptic c. Passive Under Pressure d. Drifting Surfers e. Yes Mom

Q: In its research for Disney Online, C&R Research identifies a mother who believes the Internet brings her family closer together, spends an average of 10 hours per week online, and prefers online shopping to in-store shopping as the "__________" segment. a. Mrs. NetSkeptic b. Tech Nester c. Passive Under Pressure d. Drifting Surfers e. Yes Mom

Q: A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Tech Nester segment represents __________ of online moms. a. 12 percent b. 15 percent c. 25 percent d. 31 percent e. 32 percent

Q: A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Mrs. Net Skeptic segment represents __________ of online moms. a. 12 percent b. 14 percent c. 20 percent d. 31 percent e. 35 percent

Q: In its research for Disney Online, C&R Research identified a mother who works outside the home, goes online eight hours per week, and values the convenience of obtaining information about products and services as the "__________" segment. a. Yes Mom b. Mrs. NetSkeptic c. Tech Nester d. Passive Under Pressure e. Drifting Surfers

Q: A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Yes Mom segment represents __________ of online moms. a. 12 percent b. 14 percent c. 24 percent d. 31 percent e. 32 percent

Q: The typical "online mom" is a. 23-years-old, taking college classes online, and has an infant or toddler at home. b. 28-years-old, a college graduate, recently remarried, and the mother of a blended family. c. 35-years-old, a high school graduate, and a single parent working outside the home. d. 38-years-old, married, a college graduate, and working outside the home. e. 43-years-old, recently divorced, children starting college, and working part-time.

Q: Relative newcomers to the Internet who rarely spend money online but seek product information are referred to as "__________." a. hunter-gatherers b. click-and-mortar c. ebivalent newbies d. time-sensitive materialists e. brand loyalists

Q: Which online consumer lifestyle segment is most likely to visit auction websites? a. hunter-gatherers b. hooked, online, and single c. click-and-mortar d. brand loyalists e. time-sensitive materialists

Q: Which of the online consumer lifestyle segments spends the most time online? a. ebivalent newbies b. click-and-mortar c. hooked, online, and single d. brand loyalists e. time-sensitive materialists

Q: The online consumer segment that consists of young, affluent, and single online consumers who bank, play games, and spend more time online than any other segment is referred to as a. hunter-gatherers. b. click-and-mortar. c. brand loyalists. d. hooked, online, and single. e. time-sensitive materialists.

Q: The online consumer lifestyle segment called "hooked, online, and single" 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.

Q: Of all the online consumer lifestyle segments, __________ are most likely to view the Internet as a convenience tool. a. time-sensitive materialists b. ebivalent newbies c. click-and-mortar d. brand loyalists e. hooked, online, and single

Q: The online consumers who regard the Internet as a convenience tool for buying music, books, computer software, and electronics are referred to as "__________." a. hunter-gatherers b. click-and-mortar c. brand loyalists d. hooked, online, and single e. time-sensitive materialists

Q: The online consumer lifestyle segment called "time-sensitive materialists" 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.

Q: The online consumers who regularly visit their favorite bookmarked websites and spend the most money online are referred to as "__________." a. hunter-gatherers b. brand loyalists c. click-and-mortar d. hooked, online, and single e. time-sensitive materialists

Q: The online consumer lifestyle segment called "brand loyalists" a. are women who do their actual purchasing at traditional retail stores. 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.

Q: The online consumer lifestyle segment called "hunter-gatherers" a. rarely spend money online and use the Internet only as an information source. b. regularly visit their favorite bookmarked websites and spend the most money online. c. regard the Internet as a convenient tool for buying music, books, and computer software. d. are married couples with children at home who use the Internet like a consumer magazine. e. consist of young, affluent single consumers who spend more time online than any other segment.

Q: Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as "__________." a. click-and-mortar b. brand loyalists c. hunter-gatherers d. hooked, online, and single e. time-sensitive materialists

Q: The online consumer lifestyle segment called "click-and-mortar" a. are women who browse retailer websites but do their actual purchasing at traditional retail stores. 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.

Q: The largest online consumer lifestyle segment is referred to as "__________." a. hunter-gatherers b. click-and-mortar c. brand loyalists d. hooked, online, and single e. time-sensitive materialists

Q: Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) __________. a. desktop veterans b. ebivalent newbies c. media movers d. drifting surfers e. digital collaborators

Q: Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) __________; (5) hooked, online and single; and (6) ebivalent newbies. a. desktop veterans b. media movers c. drifting surfers d. digital collaborators e. time-sensitive materialists

Q: Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) __________; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies. a. desktop veterans b. media movers c. drifting surfers d. brand loyalists e. digital collaborators

Q: Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) __________; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies. a. drifting surfers b. desktop veterans c. hunter-gatherers d. media movers e. digital collaborators

Q: Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) __________; (2) hunter-gatherers; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies. a. drifting surfers b. desktop veterans c. media movers d. click-and-mortar e. digital collaborators

Q: Which of the following statements regarding the Pew Internet & American Life Project is most accurate? a. The Pew Internet & American Life Project has identified 10 unique groups, labeled with names such as Omnivores, based on their use of information and communication technology. b. The Pew Internet & American Life Project monitors websites to protect against consumer fraud. c. The Pew Internet & American Life Project independently rates websites effectiveness form commercial firms. d. The Pew Internet & American Life Project awards 10 prizes, including the "Mobile Centric" award, to the most creative and productive websites each year. e. The Pew Internet & American Life Project has classified people into nine different groups of information and communication technology users.

Q: Which of the following profiles would most likely describe an online consumer? a. a tech-savvy high school student living with her parents b. a 21-year-old high school graduate earning $18,000 annually living in his own apartment c. a 28-year-old chemical engineer living in the suburbs with her husband and two children d. a 35-year-old high school teacher living with his wife in a duplex e. a 70-year-old retired naval officer living in a retirement community

Q: Which of the following statements regarding online consumers is most accurate? a. With the exception of the device used to make the exchange, the profile of an online customer is almost identical to the traditional shopper. b. Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. c. The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40. d. Although growing in total sales revenues, the percentage of online sales is actually beginning to decline. e. Many people are "put off" by the bells and whistles incorporated into many new websites; they simply want to "point and click" and be done with it.

Q: Compared to the general population, online consumers tend to be a. younger, more educated, more affluent and equally male and female. b. younger, more educated, conservative, and male. c. younger, more educated, socially conscious, and female. d. older, less educated, less affluent, and male. e. older, more educated, more affluent, and female.

Q: Stickiness Marketing Dashboard The subsegment of all Internet users who employ this technology to research products and services and make purchases are referred to as a. digital consumers. b. online consumers. c. cyberspace consumers. d. cross-channel consumers. e. sticky consumers.

Q: Stickiness Marketing Dashboard Consider the "stickiness" marketing dashboard above for an automobile dealership. To gauge the "stickiness" of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2011 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website? a. 4.0 minutes b. 6.0 minutes c. 10.0 minutes d. 16.0 minutes e. cannot be determined

Q: Stickiness Marketing Dashboard Consider the "stickiness" marketing dashboard above for an automobile dealership. To gauge the "stickiness" of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2010 or "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website? a. 4.0 minutes b. 4.5 minutes c. 7.5 minutes d. 9.0 minutes e. cannot be determined

Q: To gauge stickiness, companies use the following formula: 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).

Q: To gauge stickiness, a company monitors a. the average time it takes customers to make a purchase from the time they enter a website until they complete a financial transaction. b. the average time it takes for customers to move from one page of a website to another. c. the amount of time per month, in minutes, visitors spend on a company's website. d. the number of visits by a unique customer to the same website before an actual purchase is made. e. the total time, in hours and minutes, that it takes for a customer to make an online purchase.

Q: Automobile dealerships have invested significant time, effort, and money into their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and _________the amount of time per month that visitors spend on their website. a. stickiness b. glueyness c. gumminess d. adhesiveness e. connectiveness

Q: The amount of time per month that visitors spend on a company's website is referred to as a. visiting time. b. stickiness. c. staying power. d. browsing time. e. connectiveness.

Q: When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and added them to her shopping cart. She then went to checkout, where she confirmed that she wanted to buy the two stuffed animals, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element. a. context b. community c. content d. commerce e. connection

Q: In terms of website design and the online customer experience, commerce refers to a. business-to-business only transactions that take place between one firm's website and another firm's site. b. Internet-based networks that permit communication between a company and its supplier, distributors, and other partners. c. websites specifically designed for electronic funds transfer, such as banks, and/or private institutions, such as PayPal. d. the application of information and communication technologies in support of the firm's entire business activities. e. the website's ability to conduct sales transactions for products and services.

Q: A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element. a. commerce b. context c. community d. content e. connection

Q: The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com), allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website has a __________ design element. a. context b. choice c. community d. convenience e. connection

Q: In terms of website design and the online customer experience, community refers to a. an information system where anyone can post content or one where only a restricted number of people can initiate a blog. b. websites that allow people to congregate online and exchange views on topics of common interest. c. a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals. d. user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship. e. a customer's network of family, friends, acquaintances, and co-workers, with whom he or she communicates on regular basis.

Q: 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. a. village b. community c. district d. area e. population

Q: Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element. a. communication b. context c. community d. content e. connection

Q: Some websites enable a user to talk directly with a customer representative using an "online chat" service while shopping the site. This is an example of the __________ website design element. a. convenience b. connection c. control d. community e. communication

Q: In terms of website design and the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users. a. context b. communication c. commerce d. connection e. community

Q: In terms of website design, communication refers to a. the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment. b. the speed and ease with which a customer can move between pages on a website. c. a website's ability to tailor itself to different users or to allow users to personalize the website. d. the dialogue that unfolds between the website and its users. e. the links from a company's website to a customer's e-mail, Facebook, or Twitter accounts.

Q: Users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store. NYTimes.com is an example of the __________ website design element. a. convenience b. control c. connection d. community e. communication

Q: TheKnot.com, a website for locating everything needed for a wedding., contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, and several other links. TheKnot.com is an example of the __________ website design element. a. convenience b. connection c. control d. community e. communication

Q: A visitor to WWE.com will notice that all of the information is contained within the websitethere are no links to other websites. The WWE.com website is lacking __________, a website design element that influences the customer experience. a. context b. communication c. commerce d. connection e. content

Q: Links that are embedded in the website and appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click, are elements of a website's __________. a. context b. customization c. content d. communication e. connection

Q: In terms of the online customer experience, connection is defined as the a. the network of formal linkages between a company's website and other sites. b. the text, pictures, sound, and videos that the website contains. c. the website's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.). d. the speed and ease with which a customer can move between pages on a website. e. the website's ability to tailor itself to different users or to allow users to personalize the site.

Q: In terms of website design, connection refers to a. the text, pictures, sound, and videos that the website contains. b. the website's capabilities to enable commercial transactions. c. the network of linkages between a company's website and other sites. d. the layout of the website. e. the website's ability to tailor itself to different users or to allow users to personalize the website.

Q: Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element. a. context b. customization c. content d. communication e. connection

Q: In terms of the online customer experience, customization refers to a. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. b. the website's ability to conduct sales transactions for products and services. c. an interactive, Internet-enabled system that allows individual customers to design their own products and services. d. a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design. e. the ability of a website to modify itself to, or be modified by, each individual user.

Q: The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________. a. connection b. complexity c. site actualization d. customization e. customerization

Q: The text, pictures, sound, and videos that are found on a website are referred to as __________. a. content b. context c. creativity d. communication e. connection

Q: In terms of the online customer experience, content refers to a. a website's capabilities to enable commercial transactions. b. the text, pictures, sound, and videos that the website contains. c. the multiple ways the website enables user-to-user communication. d. the software codes and structures that support the website's applications. e. the website's mission statement and explanation of the company's foundation.

Q: Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover fourteen pictures that make lavish use of color. The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of __________. a. context b. commerce c. communication d. connection e. customization

Q: Beauty product websites are traditionally designed to be more __________ oriented than travel websites. a. content b. functionally c. aesthetically d. text e. picture

Q: Travel websites like Priceline.com are designed to be __________ oriented, with emphasis on destinations, scheduling, and prices. a. content b. functionally c. aesthetically d. text e. picture

Q: A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________. a. customization b. content c. context d. connection e. conductivity

Q: In terms of the online customer experience, context refers to a. the ability of a website to modify itself to, or be modified by, each individual user. b. a website's aesthetic appeal and functional look and feel reflected in site layout and visual design. c. the website's ability to conduct sales transactions for products and services. d. a patented feature that allows users to order products with a single mouse click. e. the dialogue that unfolds between the website and its users.

Q: Figure 1. Consider Figure 1. above. "G" refers to which of the following website design elements? a. communication b. commerce c. customization d. connection e. context

Q: Figure 1. Consider Figure 1. above. "F" refers to which of the following website design elements? a. communication b. commerce c. customization d. connection e. context

Q: Figure 1. Consider Figure 1. above. "E" refers to which of the following website design elements? a. content b. commerce c. customization d. connection e. context