Liberty University BUSI 330 quiz 8 solutions answers right

Liberty University BUSI 330 quiz 8 solutions answers right

How many versions: 5 different versions

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Question 1

Choice, a reason customers shop and buy online, has two dimensions. They are

Question 2

Coca‑Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________.

Question 3

The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions, are both elements referred to as __________.

Question 4

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Question 5

Consider Figure 18‑2 above. "D" refers to which of the following website design elements?

Question 6

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 __________.

Question 7

Which of the following transactions occurred in the marketspace?

Question 8

When MSN Hotmail included its tagline, "Get your Private, Free E‑mail from MSN Hotmail," on each of the millions of e‑mails it processed daily, Microsoft was using __________.

Question 9

A company that successfully employs permission marketing adheres to three rules: (1) optin 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) __________.

Question 10

Six (6) general product and service categories dominate online consumer buying. One category includes items such as DVDs, for which

Question 11

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

Question 12

Internet‑enabled technology employed in transmitting information from marketer‑toconsumer, consumer‑to‑consumer, and consumer‑to‑marketer is referred to as __________.

Question 13

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.

Question 14

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

Question 15

The communication capabilities of Internet‑enabled technologies take three forms: (1) marketer‑to‑consumer e‑mail notification; (2) __________; and (3) consumer‑to‑consumer chat rooms, instant messaging, and social networking websites.

Question 16

Which of the following statements regarding online consumers is most accurate?

Question 17

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

Question 18

Internet‑enabled technologies provide communication capabilities that take three forms. They are

Question 19

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 2012 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Question 20

Those people who object to cookies are most likely concerned with __________.

Question 21

The six reasons why consumers shop and buy online are

Question 22

An online forum where people can discuss a wide variety of subjects is referred to as (a) __________.

Question 23

Consider the UMD18: 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 (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 "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Question 24

Buzz is particularly influential for which of the following items?

Question 25

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book or browse related titles that was reviewed. NYTimes.com effectively uses the __________ website design element.

Question 26

To gauge stickiness, a company monitors

Question 27

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors e‑mail their ring design to friends and relatives who will then visit the site. De Beers is using __________ to promote its diamonds.

Question 28

The view which holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of __________.

Question 29

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

Question 30

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

Question 1 Monster.com is a leading online, job­hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e­mail any new relevant listings. Monster.com uses __________ to send its e­mail updates, which includes ads from other businesses.

Question 2 Internet­enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.

Question 3 In the marketspace, consumers can tell marketers exactly what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by contributing to

Question 4 Recent research shows that __________ of U.S. online consumers are cross­channel shoppers.

Question 5 People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel­sized 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 __________.

Question 6 A virtual __________ is a social network of individuals who interact through user­to­user communications hosted by a company to enhance customer experience and build a favorable buyer­seller relationship.

Question 7 In terms of website design and the online customer experience, community refers to

Question 8 Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.

Question 9 Pizza Hut realized that it did not make sense for them or their customers to create a community on the site, Pizza Hut tapped into __________ to achieve results in a very cost­effective manner.

Question 10

 Consider Figure 18­2 above. "F" refers to which of the following website design elements?

Question 11 Consider Figure 18­2 above. "E" refers to which of the following website design elements?

Question 12 Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Question 13 Word­of­mouth behavior in marketspace is referred to as __________.

Question 14 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.

Question 15 A visitor to WWE.com will notice that all of the information contained within the website—there are no links to other websites. The website provides frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background. The WWE.com website is lacking __________, a website design element that influences customer experience.

Question 16 Interactive marketing is characterized by

Question 17 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 __________.

Question 18 Which of the following statements regarding online consumers is most accurate?

Question 19 Internet­enabled software permits the practice of Delta Airlines to change their prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is __________.

Question 20 Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

Question 21 Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________; and (7) commerce.

Question 22

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 2012 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Question 23 Six (6) general product and service categories dominate online consumer buying. One category includes items such as DVDs, for which

Question 24 In 2004, the __________ Act became effective and restricts information collection and unsolicited e­mail promotions on the Internet.

Question 25 Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________.

Question 26 The practice of changing prices for products in real time in response to supply and demand conditions is referred to as __________.

Question 27 Six (6) general product and service categories dominate online consumer buying. One category includes regularly purchased consumer packaged goods such as personal care items where

Question 28 What technology term would be used to describe the capability of capturing visitor information to a website such as expressed product preferences, personal data, passwords, and financial information, including credit card numbers?

Question 29 Promotional websites generate interest in and trial of a company's products and services by

Question 30 Six (6) general product and service categories dominate online consumer buying. One category includes items such as computer software, travel and lodging reservations and confirmations, financial brokerage services, and electronic ticketing when

ch21

1. 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. life-time anti-theft electronic GPS tracer built into every frame.

D. creativity promise, guaranteeing that the color, design, and detailing are completely unique for every single touring bike it makes.

E. promise to restore any bicycle, regardless of age or condition, and make it look and perform like new.

2. Seven Cycles has a __________ with its 233 authorized dealers and distributors.

A. contentious relationship

B. collaborative relationship

C. reciprocity agreement

D. joint partnership

E. franchise contract

3. Consumers and companies populate two market environments today. One is the traditional __________ and the other is the _________.

A. extranet; intranet

B. storefront; hypermarket

C. marketplace; marketspace

D. shopping mall; digital shopping center

E. online store; virtual store

4. 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

5. Which of the following transactions was made in the marketspace?

A. Connie purchased creative puzzles at an in-home demonstration by Discovery Toys.

B. Shelby purchased an iPhone case at a kiosk at the airport.

C. Joan bought a brand new pair of Dansko shoes through Zappos.com.

D. Corey bought a double-dipped chocolate ice cream cone from the ice cream man in his mobile ice cream truck.

E. Josh bought his mother a menorah through the Source for Everything Jewish gift catalog.

6. The key difference between the traditional marketplace and the new marketspace is that the marketspace is a(n) __________ exchange environment.

A. tangible

B. analog

C. physical

D. material

E. digital

7. The percentage of online shoppers

A. didn't begin to show promise until 2007 when online security measures improved.

B. slowed 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 shown growth in both online shoppers year after year and is expected to continue in that direction for the next few years.

E. grew slowly for the first three years, spiked dramatically in 2008-09, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new on-line tax laws.

8. About __________ of Internet users ages 15 and older shop online in the United States.

A. 19%

B. 29%

C. 48%

D. 67%

E. 94%

9. The key to success in the marketspace hinges largely on a company's ability to

A. fill orders in a timely and efficient manner.

B. hire qualified multi-lingual sales and service representatives.

C. capitalize on the value-creation capabilities of Internet technology.

D. maintain equal competency both in Internet ("clicks") and physical retail stores ("bricks").

E. secure a Web site address that is simple to remember.

10. 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

11. Which of the following characteristics of electronic commerce creates customer value by contributing to time and place 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.

12. Amazon.com, an Internet retailer, is located in the U.S. Twenty percent of its book 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

13. Although Recreational Equipment, Inc. (www.rei.com), has typical retail store hours, thirty-five percent of its sales are made between the hours of 10:00 PM and 7:00 AM. 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

14. 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.

15. In the marketspace, consumers can tell marketers exactly what their requirements are, making customization of a product or service to fit their exact needs. 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.

16. 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 sales between the hours of 10:00 PM and 7:00 AM when its retail stores are closed.

B. Twenty percent of book 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.

17. Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. 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. Matt is on a tight budget, so he checks the price of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appears 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 Matt by contributing to which of the following forms of utility?

A. Time utility.

B. Place utility.

C. Possession utility.

D. Form utility.

E. All four utilities: time, place, possession, and form.

18. 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

19. Individuality and interactivity are important capabilities that marketers derive from Internet technology. Both capabilities are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to (1) influence the timing and extent of the buyer-seller interaction and (2) _________, 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. have a say in the kind of products and services they buy

E. comparison shop with the prices of competitors alongside

20. 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 Web site 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.

21. 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.

22. Interactive marketing is characterized by

A. sophisticated choiceboards.

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.

23. 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 attributes, prices, and delivery options, is referred to as a _________.

A. wiki

B. cookie

C. customerization

D. choiceboard

E. collaborative filter

24. 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. RSS feeds

C. cookies

D. choiceboards

E. collaborative filters

Figure 21-1

25. Figure 21-1 above is an example of how Reebok 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

26. 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

27. Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its Nike iD Customized Product configurator invites customers to create oneof-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. choiceboards

E. collaborative filtering

28. A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as _________.

A. a choiceboard

B. connectivity

C. collaborative filtering

D. interactive marketing

E. personalization

29. 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 Web site 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.

30. 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 artist's CD, Amazon might recommend a CD by a similar artist.

A. real-time e-commerce

B. connectivity

C. collaborative filtering

D. interactive marketing

E. personalization

31. When you view a selection at Amazon.com and see "Customers who bought this (item) also bought…" you are seeing the application of _________.

A. real-time e-commerce

B. connectivity

C. collaborative filtering

D. interactive marketing

E. personalization

32. The consumer-initiated practice of generating content on a marketer's Web site that is custom-tailored to an individual's specific needs and preferences is referred to as _________.

A. personalization

B. digitalization

C. normalization

D. intermediation

E. innovation

33. 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 Web site that is custom-tailored to 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.

34. Monster.com is a leading online, job-hunting Web site. A person hunting for a new job does not have to look at every listing on the Web site. 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. If the individual has to stop looking before seeing all the relevant jobs, Monster.com will remember where he or she left off. Monster.com uses consumer-initiated _________.

A. choiceboard

B. personalization

C. collaborative filter

D. individualization

E. permission marketing

35. 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. opt-out marketing

B. personalization

C. viral marketing

D. buzz marketing

E. permission marketing

36. 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. buzz

37. 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 Web site that is custom-tailored to individual's specific needs and preferences.

C. the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.

D. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

E. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

38. 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 compared to similar items of equal quality

B. opt-in customers only receive information that is relevant or meaningful to them

C. customers will receive information on-line before that information is available to customers at retail outlets

D. customers will receive a full 100 % satisfaction guarantee of product quality and performance for any product purchased online

E. customers will be guaranteed up to $1 million in identity theft protection for any product purchased online

39. 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 % satisfaction guarantee of product quality and performance for any product purchased online

B. customers will be guaranteed up to $1 million in identity theft protection for any product purchased online

C. opt-in customers will be guaranteed the lowest possible price for an item compared to similar items of equal quality

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

40. 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. customers will receive a full 100 % satisfaction guarantee of product quality and performance for any product purchased online

B. customers will be guaranteed up to $1 million in identity theft protection for any product purchased online

C. their customers are assured that their name or buyer profile data will not be sold or shared with others

D. opt-in customers will be guaranteed the lowest possible price for an item compared to similar items of equal quality

E. customers will receive information on-line before that information is available to customers at retail outlets

41. Clinique Cosmetics has a database of more than 600,000 people who registered on its Web site 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

42. Monster.com is a leading online, job-hunting Web site. A person hunting for a new job does not have to look at every listing on the Web site. 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 used ___________ to send its e-mail updates, which included ads from other businesses.

A. opt-out marketing

B. personalization

C. cookies

D. wikis

E. permission marketing

Figure 21-2

43. The box labeled "A" in Figure 21-2 above refers to which of the following Web site design element?

A. context

B. content

C. commerce

D. customization

E. connection

44. The box labeled "B" in Figure 21-2 above refers to which of the following Web site design element?

A. commerce

B. content

C. customers

D. customization

E. connection

45. The box labeled "C" in Figure 21-2 above refers to which of the following Web site design element?

A. commerce

B. content

C. customers

D. customization

E. connection

46. The box labeled "D" in text Figure 21-2 above refers to which of the following Web site design element?

A. commerce

B. content

C. communication

D. customization

E. connection

47. The box labeled "E" in Figure 21-2 above refers to which of the following Web site design element?

A. commerce

B. content

C. customers

D. customization

E. connection

48. The box labeled "F" in Figure 21-2 above refers to which of the following Web site design element?

A. community

B. content

C. commerce

D. customization

E. connection

49. The box labeled "G" in Figure 21-2 above refers to which of the following Web site design element?

A. commerce

B. content

C. community

D. customization

E. connection

50. From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's Web site from the initial look at a home page through the entire purchase decision process.

A. digitalization

B. online marketing

C. customer experience

D. Web site design

E. interactive marketing

51. What is the standard for measuring a meaningful marketspace company presence?

A. the sales compared to the marketplace alternative

B. the quality of the Web site design

C. the quality of the customer experience

D. the shopping cart

E. the eight second rule

52. Marketers produce a customer experience through seven Web site 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

53. Marketers produce a customer experience through seven Web site 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

54. Marketers produce a customer experience through seven Web site 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

55. Marketers produce a customer experience through seven Web site 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

56. Marketers produce a customer experience through seven Web site 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

57. In terms of the online customer experience, context refers to

A. the ability of a Web site to modify itself to, or be modified by, each individual user.

B. the Web site's ability to conduct sales transactions for products and services.

C. a patented feature that allows users to order products with a single mouse click.

D. a Web site's aesthetic appeal and functional look and feel, reflected in site layout and visual design.

E. the dialogue that unfolds between the Web site and its users.

58. A Web site'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

59. Travel Web sites tend to be __________ oriented, with emphasis on destinations, scheduling, and prices.

A. content

B. functionally

C. aesthetically

D. text

E. picture

60. Beauty product Web sites are traditionally more __________ oriented than travel Web sites.

A. content

B. functionally

C. aesthetically

D. text

E. picture

61. Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its Web site, you discover fourteen pictures that make lavish use of color. The Wolferman Web site 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

62. In terms of the online customer experience, content refers to

A. a Web site's capabilities to enable commercial transactions.

B. the multiple ways the Web site enables user-to-user communication.

C. the text, pictures, sound, and videos that the Web site contains.

D. the software codes and structures that support the Web site's applications.

E. the Web site's mission statement and explanation of the company's foundation.

63. The text, pictures, sound, and videos that are found on a Web site are referred to as _________.

A. content

B. context

C. creativity

D. communication

E. connection

64. The ability of a Web site to modify itself to, or be modified by, each individual user is referred to as _________.

A. connection

B. complexity

C. customization

D. site actualization

E. customerization

65. In terms of the online customer experience, customization refers to

A. the consumer-initiated practice of generating content on a marketer's Web site that is custom-tailored to an individual's specific needs and preferences.

B. the Web site'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 Web site's aesthetic appeal and functional look and feel, reflected in site layout and visual design.

E. the ability of a Web site to modify itself to, or be modified by, each individual user.

66. Web sites 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

67. In terms of the online customer experience, connection refers to

A. the text, pictures, sound, and videos that the Web site contains.

B. the Web site's capabilities to enable commercial transactions.

C. the network of linkages between a company's site and other sites.

D. the layout of the Web site.

E. the Web site's ability to tailor itself to different users or to allow users to personalize the Web site.

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

A. the text, pictures, sound, and videos that the Web site contains which appeal directly to the consumer.

B. the Web site's capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.).

C. the network of formal linkages between a company's site and other sites.

D. the speed and ease with which a customer can move between pages on a Web site.

E. the Web site's ability to tailor itself to different users or to allow users to personalize the Web site.

69. Links that are embedded in the Web site and which appear as 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 Web site's _________.

A. context

B. customization

C. content

D. communication

E. connection

70. A visitor to WWE.com will notice that all of the information contained on the Web site is Web sitegenerated. There are no links to other Web sites. The Web site provides frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background. The WWE.com Web site is lacking _________, a Web site design element that influences the customer experience.

A. context

B. communication

C. commerce

D. connection

E. content

71. The home page for TheKnot.com, a Web site for locating everything needed for a wedding, contains several links to other Web sites that an engaged couple might need including a travel agency, a linen store, a wedding gown retailer, and several other formal links between the Web site and other related Web sites. TheKnot.com is an example of the __________ Web site design element.

A. convenience

B. connection

C. control

D. community

E. communication

72. 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 __________ Web site design element.

A. convenience

B. connection

C. control

D. community

E. communication

73. In terms of the online customer experience, communication refers to

A. the process of conveying an online presence to others that requires an organization, a Web site, 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 Web site.

C. Web site's ability to tailor itself to different users or to allow users to personalize the Web site.

D. the dialogue that unfolds between the Web site and its users.

E. the links from a company's Web site to a customer's e-mail, Facebook, or Twitter account.

74. In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the Web site and its users.

A. context

B. communication

C. commerce

D. connection

E. community

75. Some Web sites 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 __________ web design element.

A. convenience

B. connection

C. control

D. community

E. communication

76. Web sites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

A. context

B. community

C. content

D. communication

E. connection

77. In terms of 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. Web sites 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.

78. The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by the Harley-Davidson Web site (www.harley-davidson.com), allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson Web site has a __________ design element.

A. context

B. community

C. choice

D. convenience

E. connection

79. The Web site design element that provides the ability to conduct sales transactions for products and services is referred to as _________.

A. context

B. community

C. content

D. commerce

E. connection

80. In terms of the online customer experience, commerce refers to

A. the Web site's ability to conduct sales transactions for products and services.

B. business-to-business only transactions that take place between one firm's Web site and another's.

C. Internet-based networks that permit communication between a company and its supplier, distributors, and other partners.

D. Web sites specifically designed for the electronic funds transfer, such as banks, and/or private institutions, such as PayPal.

E. the application of information and communication technologies in support of the firm's entire business activities.

81. When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next 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 __________ Web site design element.

A. context

B. community

C. content

D. commerce

E. connection

82. The amount of time per month that visitors spend on a company's Web site is referred to as

A. visiting time.

B. stickiness.

C. staying power.

D. browsing time.

E. connectiveness.

83. To gauge stickiness, companies monitor

A. the average time it takes a customer to make a purchase from the time they enter a Web site until they complete the financial exchange.

B. the average time it takes for a customer to move from one page of a Web site to another.

C. is the amount of time per month, in minutes, visitors spend on a company's Web site.

D. the number of visits by a unique customer to the same Web site before an actual purchase is made.

E. the total time, in minutes and hours, it takes for a single customer to make a purchase online.

84. Compared to the general population, online consumers tend to be

A. younger, more educated, more affluent, and female.

B. younger, more educated, conservative, and male.

C. younger, more educated, socially conscious, and female.

D. older, more educated, less affluent, and male.

E. older, more educated, more affluent, and female.

85. 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 Web sites; they want to simply "point and click" and be done with it.

86. 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 twenty-one year old high-school graduate earning $18,000 annually living in his own apartment

C. a twenty-eight year old chemical engineer living in the suburbs with her husband and two children

D. a thirty-five year old high school teacher living with his wife in a duplex

E. a seventy-year old retired naval officer living in a retirement community

87. Which of the following statements regarding the Pew Internet & American Life Project is most accurate?

A. Pew has identified ten 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 Web sites to protect against consumer fraud.

C. The Pew Internet & American Life Project independently rates Web sites effectiveness form commercial firms.

D. The Pew Internet & American Life Project awards ten prizes, including the "Mobile Centric" award the most creative and productive Web sites each year.

E. Pew Internet & American Life Project has classified people into nine different groups of information and communication technology users.

88. 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

89. 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

90. 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

91. 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

92. 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. media movers

C. drifting surfers

D. ebivalent newbies

E. digital collaborators

93. 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

94. The online consumer lifestyle segment called "click-and-mortar"

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 Web sites 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.

95. 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. hunter-gatherers

B. click-and-mortar

C. brand loyalists

D. hooked, online, and single

E. time-sensitive materialists

96. 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 Web sites 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.

97. 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 Web sites 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.

98. The online consumers who regularly visit their favorite bookmarked Web sites and spend the most money online are referred to as " __________."

A. hunter-gatherers

B. click-and-mortar

C. brand loyalists

D. hooked, online, and single

E. time-sensitive materialists

99. 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 Web sites 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.

100.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

101.Of all the online consumer lifestyle segments, __________ are most likely to view the Internet as a convenience tool.

A. ebivalent newbies

B. click-and-mortar

C. brand loyalists

D. hooked, online, and single

E. time-sensitive materialists

102.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 Web sites 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.

103.The online consumers 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.

104.Which of the online consumer lifestyle segments spends the most time online?

A. ebivalent newbies

B. click-and-mortar

C. brand loyalists

D. hooked, online, and single

E. time-sensitive materialists

105.Which online consumer lifestyle segment is most likely to visit auction Web sites?

A. hunter-gatherers

B. click-and-mortar

C. brand loyalists

D. hooked, online, and single

E. time-sensitive materialists

106.The online consumers who are 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

107.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 graduated, 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.

108.C&R Research, in its research for Disney Online, 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. The Tech Nester

D. Passive Under Pressure

E. Drifting Surfers

109.C&R Research, in their research for Disney Online, 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. The Tech Nester

C. Passive Under Pressure

D. Drifting Surfers

E. Yes Mom

110.C&R Research, in their research for Disney Online, identified mothers who tend to be Internet newbies and go online, but infrequently as the " __________ " segment.

A. The Tech Nester

B. Passive Under Pressure

C. Mrs. NetSkeptic

D. Drifting Surfers

E. Yes Mom

111.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The first 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.

112.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The second category includes items such as CDs and 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.

113.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The third category includes items such as computer software, travel and lodging reservations and confirmations, financial brokerage services, and electronic ticketing when

A. prepurchase trial is critical.

B. audio or video demonstration is important.

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.

114.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The fourth category includes items such as collectibles and specialty foods when

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.

115.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The fifth category includes 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.

116.Six general product and service categories dominate online consumer buying today and in the foreseeable future. The sixth category consists of highly standardized products and service 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.

117.Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books are a product category that

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.

118.Auto and homeowners insurance are particularly well suited for electronic commerce because these services

A. require pre-purchase trial.

B. are highly standardized and price is an important criterion.

C. are purchased on the basis of attributes other than price.

D. require one-to-one selling.

E. require video or audio demonstration.

119.Which of the following product categories accounts for the largest proportion of total online consumer sales?

A. travel reservations

B. clothing and accessories

C. food and beverages

D. music and books

E. ticket event sales

120.The six reasons why consumers shop and buy online are

A. interest, intuitive, cost, control, flexibility, and customization.

B. customization, customerization, price, service, entertainment, and convenience.

C. cost, convenience, customization, communication, control, and choice.

D. content, context, utility, entertainment, communication, and cost.

E. control, utility, interest, personalization, choice, and flexibility.

121.Which of the following characteristics of online shopping contributes to its convenience?

A. Customers don't have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines.

B. Consumers can avail themselves of numerous Web sites for almost any product or service they want.

C. Consumers who prefer one-of-a-kind items that fit their specific needs can create them online.

D. Consumers can engage in an electronic dialogue with marketers.

E. Consumers are in charge in the marketspace.

122.Electronic shopping agents that comb Web sites to compare prices and product or service features are referred to as _________.

A. cookies

B. weblinks

C. intranets

D. bots

E. extranets

123.Bots refer to

A. electronic shopping agents that comb Web sites to compare prices and product or service features.

B. Web pages that serve as publicly accessible personal journal for an individual or organization.

C. computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's Web site.

D. filters that reduce the number of unsolicited intrusions into an individual's E-mail account.

E. interactive Internet-enabled systems that allow individual customers to design their own products and services.

124.Bots contribute to the convenience of online shopping because they

A. reduce time spent online.

B. allow customers to make online comparisons of prices and product features.

C. permit customers to design one-of-a-kind items that fit their specific needs.

D. allow customers to engage in an electronic dialogue with marketers.

E. offer customers almost any product or service they want.

125.Why would an online consumer want to use a bot?

A. Bots help customers design one-of-a-kind products that fit their specific needs.

B. Bots increase the selection of products and services from which online consumers can choose.

C. Bots allow online consumers to engage in an electronic dialogue with marketers.

D. Bots enhance the convenience of online shopping.

E. Bots allow marketers to record an online consumer's visits to their Web sites.

126.Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

A. drive to a large shopping center where there are several bookstores to see which one has the book at the lowest price.

B. call all the bookstores in her community to inquire about the price of the book at each one.

C. use a bot to comb the Web sites of online booksellers and locate the Web site with the best price.

D. use a cookie to contact various bookstores and find the one with the best price.

E. create a choiceboard using her gift-giving criteria.

127.According to the eight-second rule,

A. it only takes eight seconds for someone to learn how to navigate the Internet.

B. any online purchase should take no more than eight seconds to complete.

C. hunter-gatherers will not wait longer than eight seconds for a response in a chat room.

D. more than 50 percent of online consumers will spend less than eight seconds at a portal.

E. customers will abandon a Web site if a Web page does not download within eight seconds.

128.The eight-second rule refers to the view that

A. if a Website doesn't attract a consumer's attention in the first eight seconds, the consumer will move on to a different site.

B. customers will abandon their efforts to enter and navigate a Web site if download time exceeds eight seconds.

C. any online purchase should take no more than eight seconds to complete.

D. hunter-gatherers will not wait longer than eight seconds for a response in a chat room.

E. more than 50 percent of online consumers will spend less than eight seconds at a portal.

129.The view that holds customers will abandon their efforts to enter and navigate a Web site if download time exceeds eight seconds is referred to as _________.

A. stickiness

B. 80/20 principle

C. the eight-second rule

D. law of limited patience

E. the expedience factor

130.On eBay.com, the Internet auction Web site, sellers design the Web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the page before all the pictures downloaded. The seller must have been unaware of the _________.

A. eight-second rule

B. 80/20 principle

C. stickiness principle

D. hierarchy of needs

E. efficiency rule

131.Choice, a reason customers shop and buy online, has two dimensions. They are

A. availability and price

B. speed and availability

C. product or service selection and speed

D. product or service selection and choice assistance

E. choice assistance and speed

132.The ability of customers to avail themselves of numerous Web sites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are both elements referred to as _________.

A. choice

B. communication

C. customization

D. control

E. compatibility

133.Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as _________.

A. connectivity

B. customerization

C. customization

D. communication

E. convenience

134.Customization refers to

A. Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.

B. the specialization in one very small but highly sought out specialty item.

C. the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.

D. items that are unique in every dimension rather than simply adapted according to limited features.

E. novelty items used as sales promotions such as cups, hats, etc. that will be imprinted with a company logo and use the company colors and slogans if applicable.

135.The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as _________.

A. connectivity

B. customerization

C. customer digitalization

D. online facilitation

E. intermediation

136.The relationship between the interactive communication capabilities of the Internet and customization is that

A. a highly interactive and individualized information and exchange environment is created for shoppers and buyers.

B. it helps customers reduce their search costs and more conveniently find the offerings with the desired features.

C. it protects online consumer privacy about the customized products and services they desire.

D. it records users' visits to Web sites, which enhances online consumers' convenience.

E. it reduces costs and wasted coverage both for the buyer and seller.

137.Internet-enabled technologies provide communication capabilities that take three forms. They are:

A. a highly interactive and individualized information and exchange environment, phone customer service, and order processing via PayPal.

B. marketer-to-consumer e-mail notification, phone customer service, and order processing via PayPal.

C. consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and phone customer service.

D. recording a user's visits to Web sites, consumer-to-marketer buying and service requests, and marketerto-consumer e-mail notification.

E. marketer-to-consumer e-mail notification, consumer-to-marketer buying and service requests, and consumer-to-consumer chat rooms, instant messaging, and social networking Web sites.

138.The communication capabilities of Internet-enabled technologies take three forms: (1) ___________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking Web sites.

A. marketer-to-consumer e-mail notification

B. government-to-marketer Do Not Spam monitoring

C. phishing and spamming whistleblowing

D. online colonies

E. Web-to-Web customer exchanges

139.The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-toconsumer e-mail notification; (2) ___________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking Web sites.

A. online colonies

B. government-to-marketer Do Not Spam monitoring

C. Web-to-Web customer exchanges

D. phishing and spamming whistleblowing

E. consumer-to-marketer buying and service requests

140.The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes _________.

A. consumer responsibility

B. closer global alliances

C. web communities

D. social responsibility

E. courteous online dialogue

141.Web sites that allow people to congregate online and exchange views on topics of common interest are referred to as _________.

A. blogs

B. buzz

C. web communities

D. chat oases

E. web cafés

142.Web communities refer to

A. cooperative buying centers that allow individuals to purchase at the same bulk rate as large

organizations.

B. Web sites that allow people to congregate online and exchange views on topics of common interest.

C. customers linked by a common Internet service provider.

D. virtual reality games that allow players to create their own worlds, countries, towns, etc.

E. all customers served by a particular firm who are sent regular e-mails, sales notifications, and coupons from the manufacturer.

143.Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This Web site is an example of _________.

A. spam

B. a shopping bot

C. a web community

D. a blog

E. a web café

144.iVillage.com is a Web site for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This Web site is an example of _________.

A. spam

B. a shopping bot

C. a web community

D. a blog

E. a web café

145.A Web page that serves as a publicly accessible personal journal for an individual or an organization is referred to as (a) _________.

A. spam

B. blog

C. buzz

D. forum

E. journalog

146.Blog refers to

A. a public online forum centered on a specific topic or theme.

B. a running account of all purchases made at a single Web site.

C. a Web page that serves as a publicly accessible personal journal for an individual or an organization.

D. an itemized list of all Web "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.

147.Spam refers to

A. communications that take the form of electronic junk mail or unsolicited e-mail.

B. sensitive public access materials.

C. computer-generated e-mails that are self-directed and self-perpetuating.

D. unsolicited computer-generated messages whose sole purpose is to block a consumer from accessing competitors' Web sites.

E. any non-personal electronically generated message sent via the Internet.

148.Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

A. spam.

B. junk mail.

C. outlaw mail.

D. Web waste.

E. viral marketing.

149.Word-of-mouth behavior in marketspace is referred to as _________.

A. tweets

B. buzz

C. instant messaging

D. blogging

E. viral marketing

150.In marketspace, buzz refers to _________.

A. instant messaging

B. twittering or tweeting

C. word-of-mouth behavior in marketspace

D. firm-based viral marketing

E. negative or deceptive online ads

151.Buzz is particularly influential for which of the following items?

A. toys, pharmaceuticals, motion pictures, and consumer electronics

B. parenting, gardening, retirement funds, and health insurance

C. funeral services, cruises, foreign travel, and higher education

D. daycare, silver-plating, restaurants, and road paving

E. tennis lessons, veterinarians, dance studios, and pressure washing

152.Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his __________ friends!"

A. 60

B. 600

C. 6,000

D. 6 million

E. 6 billion

153.Viral marketing refers to

A. an embedded message that causes a popup screen to appear every time a user types in a specific word.

B. malicious spyware that is used to create doppelgangers at competitors' Web sites.

C. a subversive program that automatically transfers inquiries from one Web site to another.

D. an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail.

E. an online promotion that awards participants points based upon how many friends they can befriend on their personal social networking sites such as Facebook or MySpace.

154.An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail is referred to as _________.

A. buzz marketing

B. customerization

C. viral marketing

D. tagging

E. permission marketing

155.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. customerization

C. viral marketing

D. niche marketing

E. buzz marketing

156.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 and has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park.

A. opt-out marketing

B. customerization

C. viral marketing

D. niche marketing

E. buzz marketing

157.At the De Beers Web site (www.diamondsareforever.com), users can design their own rings and show them to others. One out of five Web site visitors e-mail their ring design to friends and relatives who visit the site. De Beers is using __________ to promote its diamonds.

A. opt-out marketing

B. customerization

C. viral marketing

D. niche marketing

E. buzz marketing

158.People who referred 10 friends to the Procter & Gamble Web site for Physique shampoo

(www.physique.com) received a free, travel-sized 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

159.There are three approaches to viral marketing. Marketers can: (1) ___________; (2) make the Web site content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

A. embed a message in the product or service

B. use customerization

C. use choiceboards

D. use niche marketing

E. use permission marketing

160.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. make the Web site content so compelling that viewers want to share it with others

B. use customerization

C. use choiceboards

D. use niche marketing

E. use permission marketing

161.The practice of changing prices for products 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

162.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 information search costs is one of the major reasons for the popularity of online shopping.

163.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 for goods purchased in a traditional marketplace.

C. The majority of the most popular items bought online can be purchased at the same price or cheaper than in retail stores.

D. Any price advantage for online purchases is lost in shipping and handling fees.

E. Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

164.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 Web sites for almost any good or service they want.

E. they can engage in an electronic dialogue with marketers.

165.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 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

166.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

167.Computer files that a marketer can download onto the computer of an online shopper who visits the marketer's Web site are referred to as _________.

A. bots

B. cookies

C. spiders

D. spam

E. interstitials

168.Cookies refer to

A. computer files that a marketer can download onto the computer of an online shopper who visits the marketer's Web site.

B. embedded programs that flash split-second subliminal messages at regular intervals.

C. benign threads that direct a customer to alternate Web Sites 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.

169.Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

A. convenience

B. cost

C. choice

D. communication

E. customization

170.Suppose you are designing a marketing Web site and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, e-mail, telephone number, and credit card data every time they make an online purchase. Rather, you would like your Web site to recognize each customer by name every time he or she visits the Web site 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

171.Those people who object to cookies are most likely concerned with __________.

A. costs

B. privacy

C. damage

D. waste

E. information overload

172.Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

A. eliminating the use of cookies on marketing Web sites.

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.

173.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

174.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. 75

175.According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $265 million.

A. 35

B. 46

C. 55

D. 64

E. 75

176.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. Favorite Web sites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts.

D. Only 35 percent of consumers say they visit Web sites from their place of work.

E. Most people buy online when they are depressed.

177.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 35 percent of consumers say they visit Web sites from their place of work.

D. Most people buy online when they are depressed.

E. Favorite Web Sites for workday shopping and buying feature shoes or work attire.

178.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 Web sites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories.

D. Some 30 percent of consumers say they visit Web sites from work.

E. Most people buy online when they are depressed.

179.The online consumer who researches products online and then purchases them at a retail store is referred to as _________.

A. an omnivore

B. a cross-channel shopper

C. an Interested

D. a click and trick shopper

E. an Indifferent

180.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.

181.Sales arising from cross-channel shoppers dwarf exclusive online retail sales. Retail sales revenue from cross-channel shoppers in 2012 is estimated to be __________— about five times greater than online retail sales.

A. $100 million

B. $500 million

C. $50 billion

D. $100 billion

E. $1.1 trillion

182.Multichannel marketing refers to

A. 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.

B. selling the same product to the same customers under two distinct brand names.

C. selling the same product to the same customers at two different price points through two different distributors.

D. the use of bots to find the best prices and make purchases from multiple Web sites simultaneously.

E. the blending of non-electronic communication and delivery channels to counteract the power of Internet buying.

183.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

184.The most common cross-channel shopping and buying path is to browse one or more Web sites and then

A. negotiate amongst competitors for the lowest price.

B. find the item on an auction site such as eBay.

C. contact the manufacture directly.

D. click on the shopping cart icon to purchase the product or service.

E. purchase the item at a retail store.

185.Two general applications of Web sites exist based on their intended purpose: (1) __________ Web sites and (2) promotional Web sites.

A. transactional

B. financial

C. service-oriented

D. informational

E. cross-functional

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

A. cross-functional

B. financial

C. service-oriented

D. informational

E. promotional

187.Office Depot has leveraged its store, Web site, 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

188.Eddie Bauer has leveraged its store, Web site, 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 its retail stores, its catalog, and its Web site. 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. multichannel marketing

D. dual distribution

E. market penetration

189.JCPenney has leveraged its store, Web site, and catalog channels with impressive results. A JCPenney customer who shops in all three channels—store, catalog, and Web site—spends 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

190.The principal difference between the two major types of Web sites is that promotional Web sites are designed to __________ while transactional Web sites 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

191.A __________ Web site 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

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

A. customer attrition

B. stickiness

C. cannibalization of sales volume

D. unauthorized buzz

E. excessive and expensive product returns

193.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 __________ Web site.

A. portal

B. transactional

C. promotional

D. multichannel

E. direct sales

194.Wolfermans.com is a Web site 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 _________ Web site.

A. intermediary

B. transactional

C. promotional

D. multichannel

E. direct sales

195.Transactional Web sites are used less frequently by manufacturers of consumer products 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 Web sites that drain resources without providing any return on investment.

E. such Web sites require dynamic pricing, which is difficult to use if supply and demand change frequently.

196.Retailers and direct selling firms have found that their Web sites, 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 Web site, it reported that __________ of its Web site 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

197.When manufacturers market their product lines using transactional Web sites, they often

A. run the risk of breaking anti-competitive laws, such as the Clayton Act.

B. cooperate with marketplace retailers.

C. keep their Web site as simple as possible.

D. change their product development strategy and concentrate either on a strictly skimming strategy or a strictly penetration pricing strategy.

E. employ the services of Internet warehouses so they do not have to maintain title to the goods.

198.Web sites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ Web sites.

A. choiceboard

B. conventional

C. transactional

D. promotional

E. intermediary

199.OceanSpray.com has a Web site that describes the company's products. The Web site 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) __________ Web site.

A. choiceboard

B. conventional

C. transactional

D. promotional

E. intermediary

200.Promotional Web sites 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.

201.The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its Web site later purchase a Clinique product at a department store. It is impossible to purchase the items from the Web site; rather Clinique uses its __________ Web site to build customer relationships.

A. conventional

B. transactional

C. promotional

D. transformational

E. customer conversion

202.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

203.Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

A. families and mothers with no time

B. people returning home from work

C. college students living on campus

D. men who watch sports on weekends

E. high school students on dates

204.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

205.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. transactional; customer engagement

C. promotional; transactional

D. informational; transactional

E. customer engagement; transactional

206.Since promotions are an important expectation in pizza purchasing, Pizza Hut's _________ and _________ Web site 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

207.Pizza Hut's Web site customization is achieved in several ways, but the primary utility is to _________.

A. simplify ordering

B. speed up the delivery process

C. offer the greatest selection

D. offer the best value for the price

E. create strong customer relationship

208.Pizza Hut's Web site 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 Checkout—a 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

209.According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people—relationships 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