Q&A Hero

Q: According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with peoplerelationships that have both high __________ and high __________." a. trust; transactions b. levels of communication; brand awareness c. customer loyalty; consumer expectations d. customer interaction; product awareness e. customer value; mutual respect

Q: Consumers and companies populate two market environments today: one is the traditional __________ and the other is the __________. a. extranet; intranet b. superstore; hypermarket c. marketplace; marketspace d. shopping mall; virtual mall e. online store; virtual store

Q: Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance. a. marketing matrix b. transfer template c. marketing dashboard d. information screen e. corporate dashboard

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

Q: Pizza Hut's 2009 program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure. a. Trusttern b. Twintern c. Stutern d. Brandtern e. Blogtern

Q: Seven Cycles has a __________ with its 233 authorized dealers and distributors. a. contentious relationship b. life reciprocity agreement c. joint partnership d. franchise contract e. collaborative relationship

Q: Realizing that it did not make sense for the company or their customers to create a community on the site, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner. a. LinkedIn b. Facebook c. Flicker d. MySpace e. Twitter

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. seller menu b. seller cookie c. content screen d. choiceboard e. collaborative filter

Q: Pizza Hut's website __________ and __________ are integrated with the company's overall communications programsincluding traditional mediawith product innovations, promotions, and special events shared across platforms. a. context; content b. communication; context c. commerce; customization d. communication; connection e. content; communications

Q: Seven Cycles uses _________ to create customer value, build relationships, and produce customer experiences in novel ways. a. the Internet b. just-in-time delivery c. marketing dashboards d. logistics management e. customer relationship management

Q: When Pizza Hut designed its marketing website, it wanted to make it as easy and user-friendly as possible. In particular, it did not require repeat customers to have to enter in their addresses, telephone numbers, and payment options every time they make an online purchase. Rather, it wanted its website to recognize each customer by name every time he or she visited the site to place an order. The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a __________. a. cookie b. portal c. gopher d. spider e. bot

Q: Seven Cycles' business model includes the Internet, which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size, aspirations, and riding habits. a. Rider Kit b. Cyclo Kit c. Custom Kit d. Proviso Kit e. Seven Fit

Q: Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkouta feature that's based on __________. a. offering the greatest selection b. speed up the delivery process c. saved preferences d. offering the best value for the price e. create strong customer relationship

Q: Seven Cycles' motto, "One Bike. Yours." reflects the company's a. reputation for customized detailing of the finest motorcycles in competitive racing. b. commitment to incorporating individual customer input for every single bike. c. lifetime warranty for each and every bike it makes. d. promise that customers can always find the bike they want from the company's catalog of stock designs. e. promise to restore any bicycle, regardless of age or condition.

Q: Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________. a. speed up the delivery process b. offer the greatest selection c. offer the best value for the price d. create strong customer relationship e. simplify ordering

Q: Since promotions are an important expectation in pizza purchasing, Pizza Hut's __________and __________website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase. a. context; content b. communication; context c. commerce; customization d. communication; connection e. content; community

Q: Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) __________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience. a. transformational; promotional b. promotional; transactional c. transactional; customer engagement d. informational; transactional e. customer engagement; transactional

Q: Pizza Hut's cost-conscious mothers look for a good quality product and _________. Deal-seeking young adult males seek more of the food they love with _________ in the process. a. nutritional value; coupons and extra servings b. a hassle-free eating experience; less time and cash invested c. the lowest price possible; a great social experience d. time with their children; the best price possible e. friendly environment; free, fast, and easy delivery

Q: Pizza Hut's young adult males seek more of the food they love with __________ in the process. a. nutritional value b. a hassle-free eating experience c. a great social experience d. less time and cash invested e. friendly environment

Q: Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles. a. people returning home from work b. families and mothers with no time c. college students living on campus d. men who watch sports on weekends e. high school students on dates

Q: Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) ________ marketing approach that created a customer experience and a customer engagement platform that was second to none. a. interface b. cross-over c. dual-track d. symbiotic e. multichannel

Q: Pizza Hut was a pioneer in QSR. QSR is an acronym for __________. a. quick serve restaurant b. quality service restaurant c. quality, service, and responsibility d. quantity service restaurant e. quality service review

Q: The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________. a. create portals; act as bots b. convert online browsers into online buyers; promote a company's products and services c. provide information about a company; move consumers closer to a purchase d. move consumers closer to a purchase; provide information about a company e. promote a company's products and services; convert online browsers into online buyers

Q: The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2012. a. 40 percent b. 50 percent c. 60 percent d. 70 percent e. 90 percent

Q: OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website. a. choiceboard b. conventional c. transactional d. promotional e. intermediary

Q: The Clinique Division of Este Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships. a. conventional b. transactional c. promotional d. transformational e. customer conversion

Q: Which of the following statements about promotional websites is NOT true? a. Promotional websites can be used to support a company's traditional marketing channel. b. Promotional websites provide information on how items can be used and where they can be purchased. c. Promotional websites are effective in generating interest in and trial of a company's products. d. Promotional websites can cannibalize sales. e. Promotional websites advertise and promote a company's products and services.

Q: Promotional websites generate interest in and trial of a company's products and services by a. providing access to human service representatives to assist in making purchases. b. accommodating interactive communication initiated by a company's employees, investors, and suppliers. c. converting online browsers into online buyers. d. providing information on how items can be used and where they can be purchased. e. obtaining information on customer preferences and buying habits.

Q: Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites. a. promotional b. conventional c. intermediary d. choiceboard e. transactional

Q: Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites. a. choiceboard b. conventional c. transactional d. promotional e. intermediary

Q: Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) _________ website. a. intermediary b. promotional c. multichannel d. direct sales e. transactional

Q: A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S. This is an example of a __________ website. a. portal b. promotional c. transactional d. multichannel e. direct sales

Q: When manufacturers market their product lines using transactional websites, they often a. cooperate with marketplace retailers. b. run the risk of breaking anti-competitive laws, such as the Clayton Act. c. keep their website as simple as possible. d. change their pricing strategy from a skimming to a penetration pricing strategy. e. employ the services of Internet warehouses so they do not have to maintain title to the goods.

Q: Manufacturers of consumer products use transactional websites less frequently than other firms because a. in some industries, this form of vertical integration is illegal. b. there is a threat of channel conflict. c. it is difficult to maintain inventory levels at online warehouses. d. some stakeholders are opposed to websites that drain resources without providing any return on investment. e. such websites require dynamic pricing, which is difficult to use if supply and demand change frequently.

Q: A threat arising from the introduction of an Internet channel and the potential harm to trade relationships with a manufacturer's retailing intermediaries is referred to as _________. a. channel conflict b. channel clash c. channel chaos d. channel divergence e. channel discord

Q: Retailers and direct selling firms have found that their websites, while cannibalizing sales volume from stores, catalogs, and sales representatives, attract new customers and influence sales. When Victoria's Secret, the well-known retailer of intimate apparel for women ages 18 to 45, created its website, it reported that __________ of its website customers are __________, most of whom generate new sales volume for the company. a. 50 percent; women between the ages of 45 and 65 b. 40 percent; teenagers from 13 to 17 c. 30 percent; mature women 50 years and older d. 25 percent; customers from rural communities e. 60 percent; men

Q: 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. a. customer attrition b. stickiness c. cannibalization d. unauthorized buzz e. excessive product returns

Q: Which of the following statements about transactional websites is NOT true? a. Transactional websites are most common among store and catalog retailers and direct selling companies. b. Transactional websites can create channel conflict. c. Transactional websites may cannibalize sales from stores, catalogs, and sales representatives. d. Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes. e. Transactional websites are used less frequently by manufacturers of consumer products.

Q: A __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer. a. multichannel b. transactional c. promotional d. intermediary e. direct selling

Q: JCPenney has leveraged its store, website, and catalog channels with impressive results. A JCPenney customer who shops in all three channelsstore, catalog, and websitespends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy. a. dual distribution b. market penetration c. cross-functional d. interlocking marketing e. multichannel marketing

Q: Eddie Bauer has leveraged its store, website, and catalog channels with impressive results. At Eddie Bauer, every effort is made to make the apparel shopping and purchase process for its customers the same as in its retail stores, catalog, and website. An Eddie Bauer marketing manager says, "We don"t distinguish between channels because it's all Eddie Bauer to our customers." Eddie Bauer is likely following a(n) __________ strategy. a. cross-functional b. interlocking marketing c. dual distribution d. multichannel marketing e. market penetration

Q: Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot. Office Depot is likely following a(n) __________ strategy. a. cross-functional b. interlocking marketing c. multichannel marketing d. dual distribution e. market penetration

Q: Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel. a. cost b. communication c. choice c. control d. convenience

Q: Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites. a. cross-functional b. financial c. service-oriented d. informational e. promotional

Q: Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites. a. transactional b. financial c. service-oriented d. informational e. cross-functional

Q: The most common cross-channel shopping and buying path is to browse one or more websites and then 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.

Q: Multichannel marketing refers to a. selling the same product to the same customers under two distinct brand names. b. selling the same product to the same customers at two different price points through two different distributors. c. the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online. d. the use of bots to find the best prices and make purchases from multiple websites simultaneously. e. the blending of non-electronic communication and delivery channels to counteract the power of online buying.

Q: The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________. a. multichannel marketing b. strategic channel alliances c. dual-track reselling d. dual distribution e. retail segmentation

Q: Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales. Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales. a. two b. three c. five d. seven e. ten

Q: The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________. a. reducing geographical barriers b. finding products that are restricted in their area c. finding products that are more customized to their needs d. finding products that are out of season e. comparing their options without having to trek to multiple retail locations

Q: Recent research shows that __________ of U.S. online consumers are cross-channel shoppers. a. 20 percent b. 37 percent c. 45 percent d. 51 percent e. 75 percent

Q: A cross-channel shopper refers to a. the online consumer who researches products online and then purchases them at a retail store. b. the online consumer who purchases a product online and then returns it at a retail store for store credit. c. a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes that the offer will be matched. d. shoppers from one country who make online purchases from a company in a different country. e. shoppers who purchase products under different screen names or avatars in order to protect their privacy.

Q: The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper. a. multichannel b. cross-channel c. marketspace d. clicks and bricks e. casual

Q: Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek. a. 15 percent b. 20 percent c. 30 percent d. 40 percent e. 50 percent

Q: Which of the following statements regarding when and where online consumers shop and buy is most accurate? a. Eighty percent of online sales occur on the weekends. b. The busiest shopping day is Saturday. c. Only 20 percent of consumers say they visit websites from their place of work. d. Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts. e. Most people buy online when they are depressed.

Q: Which of the following statements regarding when and where online consumers shop and buy is most accurate? a. Twenty percent of online sales occur Monday through Friday. b. The busiest shopping day is Wednesday. c. Favorite websites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories. d. Some 20 percent of consumers say they visit websites from work. e. Most people buy online when they are depressed.

Q: Which of the following statements regarding when and where online consumers shop and buy is most accurate? a. Eighty percent of online sales occur on weekdays. b. The busiest shopping day is Saturday. c. Only 20 percent of consumers say they visit websites from their place of work. d. Most people buy online when they are depressed. e. Favorite websites for workday shopping and buying feature shoes or work attire.

Q: Self-regulatory efforts to respond to online consumers' concerns about privacy and security include a. eliminating the use of cookies on marketing websites. b. prohibiting the collection of online consumers' personal and financial information. c. awarding the TRUSTe trademark to companies that comply with privacy standards. d. lobbying against the adoption of federal Internet privacy laws. e. relying on the U.S. government to protect online consumer privacy.

Q: According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $560 million. a. 35 b. 46 c. 55 d. 64 e. 75

Q: A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet. a. 15 b. 20 c. 35 d. 55 e. 76

Q: Two major issues that contribute to consumers' hesitancy to use online shopping are __________. a. quality and price b. privacy and security c. computer knowledge and security d. price and privacy e. quality and computer knowledge

Q: The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as a. viral marketing b. buzz c. data mining d. behavioral targeting e. spyware

Q: Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter their address, e-mail, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use __________. a. cookies b. portals c. spam d. spiders e. bots

Q: Those people who object to cookies are most likely concerned with ___________. a. costs b. privacy c. damage d. waste e. information overload

Q: Cookies provide which of the following to improve a consumer's online buying and shopping experience? a. convenience b. cost c. choice d. communication e. customization

Q: What is the technology called that allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future? a. spiders b. worms c. cookies d. trackers e. spies

Q: What technology term would be used to describe the file that captures visitor information to a website, such as expressed product preferences, personal data, passwords, and credit card numbers? a. spies b. spiders c. loggers d. cookies e. trackers

Q: Cookies refer to a. computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website. b. embedded programs that flash split-second subliminal messages at regular intervals. c. benign threads that direct a customer to alternate websites that might be of interest to them. d. embedded programs that follow a user's path from one site to another in order to determine where else a customer shops. e. spyware used to retrieve personal information from a person's computer.

Q: Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website are referred to as __________. a. bots b. cookies c. spiders d. spam e. interstitials

Q: Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom. a. 1 b. 2 c. 3 d. 4 e. 5

Q: Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal for several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online? a. convenience b. communication c. customization d. choice e. control

Q: Online consumers are called empowered consumers because 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 good or service they want. e. they can engage in an electronic dialogue with marketers.

Q: Which of the following statements about cost and its impact on online shopping is most accurate? a. Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions. b. The margins for online goods are usually higher than those purchased in traditional marketplaces. c. Any price advantage for online purchases is lost in shipping and handling fees. d. Many popular items bought online can be purchased at the same price or cheaper than in retail stores. e. Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

Q: Which of the following statements about cost and its impact on online shopping is most accurate? 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.

Q: The practice of changing prices for products and services in real time in response to supply and demand conditions is referred to as __________. a. dynamic pricing b. virtual pricing c. experience curve pricing d. skimming pricing e. elasticity pricing

Q: People who referred 10 friends to the Procter & Gamble website for Physique shampoo (www.physique.com) received a free, travel-size styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used __________. a. opt-out marketing b. customerization c. viral marketing d. niche marketing e. buzz marketing

Q: At the De Beers website (www.diamondsareforever.com), users can design their own rings and show them to others. One out of five website visitors e-mails their ring design to friends and relatives who then visit the site. De Beers is using __________ to promote its diamonds. a. opt-out marketing b. customerization c. niche marketing d. buzz marketing e. viral marketing

Q: Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends, which has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park. a. viral marketing b. opt-out marketing c. customerization d. niche marketing e. buzz marketing

Q: When MSN Hotmail includes its tagline, "Get your Private, Free E-mail from MSN Hotmail," on each of the millions of e-mails it processes daily, it is using __________. a. opt-out marketing b. viral marketing c. customerization d. niche marketing e. buzz marketing

Q: There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals. a. use customerization b. use choiceboards c. use niche marketing d. make the website content so compelling that viewers want to share it with others e. use permission marketing