Q&A Hero

Q: Companies can use interactive marketing to accomplish all of the following objectives except: A) generate sales. B) enhance brand loyalty. C) build an email list. D) develop sponsorship programs.

Q: Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it: A) permits direct marketing that has been customized. B) allows a company to personalize its website. C) engages the consumer with the company and product in some way. D) allows for modifying the product to fit the needs of the consumer.

Q: The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is: A) direct marketing. B) interactive marketing. C) viral marketing. D) behavioral marketing.

Q: The ideal medium for interactive marketing is: A) television. B) email. C) print media. D) the internet.

Q: Interactive marketing is: A) developing marketing messages that create two-way communication with customers. B) providing interactive games for customers to play. C) the ability of a website to visually display a product, such as clothes on a person. D) when customers give permission for marketers to send emails and other types of. correspondence to them.

Q: Digital strategies that are being used by brands today include all of the following except: A) behavioral targeting. B) lifestyle marketing. C) blogs and newsletters. D) email marketing.

Q: Digital strategies that are being used by brands today include all of the following except: A) direct response marketing. B) location-based advertising. C) content marketing. D) interactive marketing.

Q: Identify the various types of mobile marketing strategies.

Q: The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.

Q: QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

Q: A new type of mobile advertising is the use of in-app commercials.

Q: Two keys to text message mobile advertising include careful timing of the message and using geo-targeting so only consumers close to the retailer or business receive the text.

Q: Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.

Q: Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

Q: On average, individuals spend over 4 hours per day using some type of mobile device.

Q: A Nellymosser study revealed that the greatest usage of action codes in magazines was for: A) access to the brand's social media site. B) downloading something free, such as a recipe. C) videos. D) discounts.

Q: Keys to effective text message advertising include: A) utilizing web analytics to create targeted messages. B) gaining the permission of the mobile owner and careful timing of the message. C) brand engagement and geo-targeting. D) understanding the social and shopping nature of mobile phone users.

Q: Effective mobile marketing involves: A) utilizing web analytics to create targeted messages. B) brand engagement through social media. C) channel integration and brand engagement. D) understanding the social and shopping nature of mobile phone owners.

Q: The use of QR codes, watermarks, and 2D barcodes are all part of ________ marketing. A) Web 1.0 B) direct C) mobile D) embedded

Q: Marketing on cell phones and smartphones is called ________ marketing. A) passive B) active C) mobile D) customer-driven

Q: What consumer concerns influence e-commerce online purchasing?

Q: What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the internet?

Q: Describe the characteristics of a successful e-commerce site.

Q: Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

Q: While trust is one key to overcoming concerns about privacy and security, most consumers do not know information can be tracked and recorded and thus are not worried.

Q: Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.

Q: Consumers are wary of shopping privacy issues and security issues on the web.

Q: Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Q: An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Q: A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

Q: Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

Q: According to BizRateResearch, the most popular online promotion is a price-off offer.

Q: Typically, the most effective financial incentives offer something free or at a discount.

Q: Three types of incentives used to encourage customers to make online purchases include financially-based incentives, convenience-based incentives, and price-based incentives.

Q: Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

Q: A low percentage of online shoppers abandon shopping carts prior to checkout.

Q: Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Q: When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

Q: A component of brand engagement for e-commerce is customization, which welcomes a person back to a website by name.

Q: While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.

Q: Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

Q: Brand engagement typically focuses on direct mail and toll free numbers to drive customers to e-commerce sites to make purchases.

Q: Channel integration involves making sure all aspects beyond the web work together.

Q: A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

Q: Web 4.0 forced e-commerce firms to include real-time communication and engagement for consumers.

Q: Online sales account for nearly one-fifth of all retail activity.

Q: E-commerce focuses on selling goods or services on the internet.

Q: The key to allaying fears about privacy and security issues in e-commerce is: A) empathy. B) convenience. C) trust. D) financial incentives.

Q: Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern? A) Seller opportunism B) Security issues C) Changing purchasing habits D) Privacy issues

Q: Confidence in e-commerce website security has increased as consumers become used to purchase products over the internet. Currently, approximately ________ percent of consumers have faith that web purchases are secure. A) 40 B) 55 C) 66 D) 75

Q: Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern? A) Security concern B) Seller opportunism concern C) Cognitive dissonance D) Information privacy issues

Q: When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used? A) Financial B) Convenience C) Value-added D) Supportive

Q: All of the following are examples of value-added incentives designed to encourage web visitors, except: A) offering merchandise on the website that is not available in a catalog or in retail stores. B) offering free shipping and handling. C) weekly or daily tips on a topic meaningful to the web visitor. D) personalizing products to individual consumers based on previous visits to the website and past purchases.

Q: A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: A) change purchasing habits more permanently. B) create brand awareness. C) substitute payment plans. D) find new buyers.

Q: Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of: A) merchandising. B) a financial incentive. C) a convenience incentive. D) a value-added incentive.

Q: Value-added incentives are designed to: A) attract attention. B) provide shipment information. C) change purchasing habits over the long term. D) change short-term buying decisions.

Q: Forever 21 offering an easy "how to measure" chart on its website is an example of a ________ e-commerce incentive. A) financial B) convenience C) value-added D) cyberbait

Q: Which type of incentive is designed to change purchasing habits over the long term? A) Financial B) Consumer C) Convenience D) Value-added

Q: Access to a website 24 hours a day is an example of ________ incentives. A) financial B) cyberbait C) convenience D) value-added

Q: To be successful in using financially-based incentives to encourage online purchases, the incentives: A) must match the target market of the website. B) should offer something free. C) apply to all customers, not just first time purchasers. D) should be meaningful to those visiting the website and be changed periodically.

Q: According to BizRateResearch, the most effective financial incentive for consumers is: A) a price discount. B) a contest and sweepstakes. C) a free gifts. D) free shipping.

Q: Firms can reduce costs when customers order over the internet in all of the following ways except: A) lower production costs in manufacturing the product. B) reduced shipping costs since the customer pays for shipping. C) decreased labor costs in stocking or restocking shelves. D) lower sales costs since sales people are not used for the transaction.

Q: Persuading a first-time buyer to make an online purchase is best achieved using: A) interstitial advertising. B) financial incentives. C) convenience incentives. D) value-based incentives.

Q: Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping. A) financial B) consumer C) convenience D) economic

Q: A financial incentive to encourage someone to make a purchase online can include all of the following except: A) consumer promotion. B) introductory price. C) product personalization. D) e-coupon.

Q: A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are ________ incentives. A) quality B) financial C) convenience D) value-based

Q: Incentives that can be used to encourage consumers to make online purchases include all of the following except: A) follow-up incentives. B) financial incentives. C) convenience incentives. D) value-based incentives.

Q: All of the following incentives are types of cyberbaits except: A) value-based. B) financial. C) convenience. D) educational.

Q: Using a fantasy football league to attract individuals to a website is an example of: A) a financially-based incentive. B) viral marketing. C) a cyberbait. D) a convenience incentive.

Q: To reduce customers from abandoning shopping carts on e-commerce sites, companies can use all of the following strategies except: A) avoid the use of multiple cyberbaits to encourage sales. B) make checkout easy without requiring a user name or password. C) make it easy for customers to enter discount codes. D) provide a safe and trustworthy checkout procedure.

Q: Customization features of e-commerce sites include all of the following except: A) ability to locate the nearest retail store. B) personalization of an individual's name. C) print coupons or other promotions from a mobile device as well as a computer. D) show if an item is in-stock prior to making a purchase.

Q: Kyra makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of: A) personification. B) web analytics. C) channel integration. D) customization.

Q: Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of: A) personalization. B) web analytics. C) channel integration. D) intrusive web design.

Q: Personalization and customization are part of an e-commerce's: A) channel integration strategy. B) web analytics. C) cyber security. D) brand engagement strategy.

Q: Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except: A) provides opportunities for interaction with customers. B) provides an opportunity to squelch negative criticisms of the brand. C) encourages customers to become brand advocates. D) allows a company to gain insights into customer thoughts.

Q: Brand engagement for an e-commerce website can be obtained using all of the following except: A) blogs. B) feedback applications. C) channel integration. D) customer reviews.

Q: Blogs, feedback applications, and customer reviews are all a part of an e-commerce's: A) Web 1.0 tactics. B) web analytics. C) cyber security. D) brand engagement strategy.

Q: Making sure all channels work together when a company sells through additional channels beyond the web is: A) brand engagement. B) customer engagement. C) channel integration. D) cyber consistency.

Q: Which statement below about poor experiences and dissatisfaction with an e-commerce site is false? A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. C) Research by Torbit found that as load time increased, the bounce rate declined. D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

Q: Which of the following does not apply to a Web 4.0 type e-commerce website? A) Real time communication B) Customer engagement C) Static content D) Cloud technology