Q&A Hero

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

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

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

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

Q: Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) connection; and (7) __________. a. creativity b. commerce c. control d. consistency e. collaboration

Q: Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________; and (7) commerce. a. creativity b. control c. consistency d. connection e. collaboration

Q: Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection; and (7) commerce. a. customization b. control c. consistency d. collaboration e. creativity

Q: Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) __________; (4) customization; (5) communication; (6) connection; and (7) commerce. a. creativity b. community c. consistency d. collaboration e. control

Q: Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce. a. content b. creativity c. consistency d. collaboration e. control

Q: What is the standard for measuring a meaningful marketspace company presence? a. the sales compared to the marketplace alternative b. the quality of the website design c. the shopping cart d. the quality of the customer experience e. the eight second rule

Q: From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website, from the initial look at a home page through the entire purchase decision process. a. digitalization b. online marketing c. website design d. interactive marketing e. customer experience

Q: The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information. a. opt-in b. consent-out c. opt-out d. permission-denied e. authorization-denied

Q: 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 a. consent-in. b. choose-in. c. agreement-in. d. opt-in. e. permission-in.

Q: Monster.com is a leading online job-hunting website. A person looking for a new job does not have to look at every listing on the website. Instead, he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. Monster.com uses ___________ to send its e-mail updates, which include ads from other businesses. a. opt-out marketing b. personalization c. cookies d. wikis e. permission marketing

Q: 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 listed 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. a. opt-out marketing b. personalization c. viral marketing d. buzz marketing e. permission marketing

Q: Companies that successfully employ permission marketing adhere to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) __________. a. their customers are assured that their name or buyer profile data will not be sold or shared with others b. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online c. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online d. opt-in customers will be guaranteed the lowest possible price for an item e. customers will receive information on-line before that information is available to customers at retail outlets

Q: Companies that successfully employ permission marketing adhere to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others. a. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online b. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online c. opt-in customers will be guaranteed the lowest possible price for an item d. customers are given the option of opting out, or changing the kind, amount, or timing of information set to them e. customers will receive information on-line before that information is available to customers at retail outlets

Q: Companies that successfully employ permission marketing adhere to three rules: (1) __________; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information set to them; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others. a. opt-in customers will be guaranteed the lowest possible price for an item b. customers will receive information on-line before that information is available to customers at retail outlets c. opt-in customers receive only information that is relevant or meaningful to them d. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online e. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online

Q: Permission marketing is also referred to as _________. a. opt-in marketing b. seller personalization c. e-mail intermediation d. e-mail facilitation e. opt-out marketing

Q: Permission marketing refers to a. 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. b. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. c. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. d. the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. e. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Q: The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________." a. opt-in b. opt-out c. cookies d. spam e. phishing

Q: The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________. a. collaborative marketing b. personalization c. viral marketing d. buzz marketing e. permission marketing

Q: Monster.com is a leading online job-hunting website. A person looking for a new job does not have to look at every listing on the website. Instead, he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. Monster.com uses consumer-initiated __________. a. choiceboards b. personalization c. collaborative filters d. individualization e. permission marketing

Q: Personalization refers to a. the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. b. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. c. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. d. 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. e. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Q: The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________. a. personalization b. digitalization c. collaboration d. intermediation e. innovation

Q: Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________. a. true time b. real time c. click time d. genuine time e. bona fide time

Q: When you view a selection at Amazon.com and see "Customers who bought this (item) also bought "u00a6", you are seeing the application of __________. a. real-time e-commerce b. connectivity c. interactive marketing d. personalization e. collaborative filtering

Q: Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer's desire to purchase an author's e-book for his or her Kindle, Amazon might recommend an e-book by a similar author. a. real-time e-commerce b. connectivity c. collaborative filtering d. interactive marketing e. personalization

Q: Collaborative filtering refers to 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.

Q: A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases is referred to as __________. a. a choiceboard b. collaborative filtering c. connectivity d. interactive marketing e. personalization

Q: Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages. a. hologram b. cookie c. choiceboard d. filtering e. print screen

Q: Customers can build their own computers with Dell's online configurator simply by answering a few questions and choosing 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 _________. a. seller menu b. seller cookie c. content screen d. choiceboard e. collaborative filter

Q: Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles. a. wikis b. cookies c. RSS feeds d. collaborative filtering e. choiceboards

Q: 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 __________. a. wiki b. cookie c. RSS feed d. choiceboard e. collaborative filter

Q: Reebok Website Image The Reebok website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes. a. wiki b. RSS feed c. choiceboard d. e-mail e. collaborative filter

Q: Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs. a. wikis b. choiceboards c. RSS feeds d. cookies e. collaborative filters

Q: An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options, is referred to as a __________. a. choiceboard b. wiki c. cookie d. bot e. collaborative filter

Q: Interactive marketing is characterized by a. sophisticated choiceboard and personalization systems. b. niche marketspaces. c. the digital divide, which separates online consumers from traditional marketplace consumers. d. a marketing mix strategy that de-emphasizes the promotion element. e. a high level of convenience with little concern about cost.

Q: With interactive marketing, a. the seller controls the kind and amount of information presented to the buyer. b. buyers and sellers communicate face-to-face in the traditional marketplace. c. media convergence is necessary for an exchange to take place. d. the buyer controls the kind and amount of information received from the seller. e. real time transactions are impossible.

Q: Interactive marketing refers to a. 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. b. the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. 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.

Q: Explain how the Pizza Hut website uses the seven website design elements.

Q: Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to occur, companies must treat customers as individuals and empower them to (1) __________________ and (2) have a say in the kind of products and services they buy, the information they receive, and in some cases, the prices they pay. a. demand product quality and timely service b. shop confidently without fear of identity theft c. shop confidently with the knowledge of warranty protection d. influence the timing and extent of the buyer"seller interaction e. comparison shop with the prices of competitors alongside

Q: Describe two potential problems associated with transactional websites.

Q: Two unique capabilities of Internet technology, __________ and __________, promote and sustain customer relationships. a. choice; control b. cost; convenience c. interactivity; individuality d. communication; information e. choiceboards; collaborative filtering

Q: How are transactional and promotional websites different?

Q: Matthew is planning a trip to Mexico for spring break. Around midnight, he decides to log on to the computer in his dorm room to book his flight through Orbitz, an airline, car rental, and lodging electronic reservation system,. It takes him about 5 seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify which of several criteria, such as schedule or price, is most important to him. Matthew is on a tight budget, so he checks the prices of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests seats on the connection that best meets his budget and scheduling preferences, and receives instantaneous confirmation of his reservation. After providing his credit card number, he prints out a copy of his itinerary. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matthew by contributing to which of the following utilities? a. time utility b. place utility c. possession utility d. form utility e. all of these

Q: Define cross-channel shoppers, explain why they are important to marketers, and list the three reasons cross-channel shoppers research items online before buying in stores.

Q: Which of the following examples demonstrates how electronic commerce creates customer value through form utility? a. Recreational Equipment, an outdoor gear marketer, receives 35% of its orders between the hours of 10:00 p.m. and 7:00 a.m. when its retail stores are closed. b. Forty-five percent of sales at Amazon.com are from buyers who live outside the U.S. c. Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. d. Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts. e. Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.

Q: Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Q: In the marketspace, consumers can tell marketers exactly what their requirements are, making customization of a product or service to fit their exact needs possible. This means that marketers can use electronic commerce to enhance customer value by contributing to a. place utility. b. form utility. c. time utility. d. possession utility. e. product utility.

Q: When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did.

Q: Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. This shows how electronic commerce contributes to customer value through the creation of _________. a. service utility b. form utility c. place utility d. possession utility e. time and possession utility

Q: Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Q: Marks & Spencer is a well-known British department store located in the U.K. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of a. service utility. b. place utility. c. possession utility. d. form utility. e. possession and place utility.

Q: Define spam and viral marketing. What are the advantages and disadvantages of using each of these as a marketing strategy?

Q: Although Recreational Equipment (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10:00 p.m. and 7:00 a.m. This shows how electronic commerce contributes to customer value through the creation of __________. a. time utility b. place utility c. possession utility d. form utility e. financial utility

Q: Define and explain the importance of the eight-second rule.

Q: Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________. a. service utility b. place utility c. possession utility d. form utility e. time and possession utility

Q: 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.

Q: Which of the following characteristics of electronic commerce creates customer value by contributing to place and time utility? a. Electronic commerce makes products and services available to customers faster. b. Comparison shopping is easier in the marketspace than in the marketplace. c. Customers anywhere can shop in the marketspace at any time. d. Products available in the marketspace are more easily customized. e. Consumers can tell marketers exactly what they want in the marketspace.

Q: List the six reasons why consumers shop and buy online.

Q: Seven Cycles creates __________ in the making of customized bikes for its customers in 40 countries. a. time utility b. form utility c. place utility d. possession utility e. possession and place utility

Q: There are ten general product and service categories that dominate online consumer buying today and for the foreseeable future. List the top five and give an example of each.

Q: The greatest marketspace opportunity for marketers lies in its potential for creating __________. a. form utility b. time utility c. price utility d. possession utility e. place utility

Q: Not all Internet users use the technology the same way, nor are they likely to be exclusive online consumers. What are the six distinct online consumer lifestyle segments defined by Harris Interactive, the U.S. market research firm?

Q: Internet users ages 15 and older are expected to buy _________ worth of products and services online in 2015 (excluding travel, automobiles, and prescription medications). a. $829 million b. $997 million c. $39 billion d. $232 billion e. $270 billion

Q: How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Q: About __________ of Internet users ages 15 and older shop online in the United States. a. 19% b. 29% c. 48% d. 67% e. 90%

Q: Define the customer experience from an interactive marketing perspective. List the seven website design elements that companies use to produce a customer experience. Which two of these design elements provide a platform for the other five?

Q: The growth trend in online shoppers and online retail sales 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.

Q: What two unique capabilities of Internet technology promote and sustain customer relationships?

Q: The percentage of online shoppers 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 is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online-sales tax-collection laws.

Q: The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

Q: Which of the following transactions occurred in the marketspace? a. Connie purchased creative puzzles at an in-home demonstration by Discovery Toys. 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 a mobile ice cream truck. e. Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free hotline.

Q: Explain the four ways the marketspace creates value for consumers.

Q: The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ environment. a. tangible b. analog c. physical d. material e. digital

Q: Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace.

Q: An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________. a. extranet b. intranet c. marketplace d. marketspace e. web portal

Q: What is the marketspace?

Q: In the traditional sense, a _________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects. a. marketspace b. power center c. shopping mall d. stationary store e. marketplace