Q&A Hero

Q: The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called __________. A. opt-in B. opt-out C. cookies D. spam E. buzz

Q: Permission marketing refers to A. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. B. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. C. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. D. the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. E. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

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

Q: Monster.com is a leading online, job-hunting website. A person 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 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 practice of __________. A. choiceboard B. collaborative filter C. individualization D. personalization E. permission marketing

Q: Yahoo! allows its users to create a web page by picking the content they want (stock quotes, weather conditions, etc.) and deciding how they want it to look (colors, themes, and layouts). This consumer-initiated practice is an example of A. permission marketing. B. personalization. C. transactional website. D. collaborative filtering. E. customerization.

Q: Personalization refers to A. the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer. B. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. C. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences. D. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. E. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Q: The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________. A. personalization B. digitalization C. normalization D. intermediation E. innovation

Q: Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer's desire to purchase an author's e-book for her Kindle, Amazon might recommend an e-book by a similar author within the same genre. A. real-time e-commerce B. connectivity C. collaborative filtering D. interactive marketing E. personalization

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

Q: Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________. A. a manner of minutes B. real time C. click time D. virtual time E. bona fide time

Q: Collaborative filtering refers to A. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. B. the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. C. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. D. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. E. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Q: A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as __________. A. a choiceboard B. collaborative filtering C. connectivity D. interactive marketing E. personalization

Q: Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a __________. A. choiceboard B. permission-based e-mail C. cookie D. bot E. collaborative filter

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

Q: Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a __________. A. wiki B. cookie C. bot D. choiceboard E. collaborative filter

Q: Reebok Design Your Own Website ImageThe Reebok Design Your Own website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.A. wikiB. social mediaC. choiceboardD. cookieE. collaborative filter

Q: My M&M'S ImageThe My M&M'S image above is an example of how Mars Chocolate has effectively used __________ technology on its mymms.com website to allow its customers to personalize the candy with photos and messages.A. wikiB. social mediaC. cookieD. collaborative filterE. choiceboard

Q: My M&M'S ImageMars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.A. botB. cookieC. choiceboardD. filteringE. print screen

Q: Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs. A. wikis B. choiceboards C. social media D. cookies E. collaborative filters

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

Q: Interactive marketing is characterized by A. niche marketspaces. B. sophisticated choiceboards. C. the digital divide, which separates online consumers from traditional marketplace consumers. D. a marketing mix strategy that de-emphasizes the promotion element. E. human-to-human mediated online "chat room" communication prior to the purchase.

Q: With interactive marketing, A. the seller controls the kind and amount of information presented to the buyer. B. buyers and sellers communicate face-to-face in the traditional marketplace. C. a website high in media richness is necessary for an exchange to take place. D. the buyer controls the kind and amount of information received from the seller. E. real time transactions are impossible.

Q: Interactive marketing refers to A. the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. B. the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer. C. the interactive, Internet-enabled system that allows customers to design their own products by answering questions and choosing from a menu of attributes, prices, and delivery options. D. the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences. E. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

Q: Individuality and interactivity are important capabilities that marketers derive from Internet technology, and important building blocks for buyer-seller relationships. Companies should empower customers 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. speed up the click-through process D. have a say in the kind of products and services they buy E. comparison shop with the prices of competitors alongside those of the firm

Q: Two unique capabilities of Internet technology, __________ and __________, promote and sustain customer relationships. A. choice; control B. cost; convenience C. interactivity; individuality D. communication; information E. choiceboards; collaborative filtering

Q: Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an 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 are 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, appear on his computer screen. He requests aisle seats on his 2-stop connection because they best meet his budget and scheduling preferences. After making the selections, he receives instantaneous confirmation of his reservation. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After providing his credit card number, he prints out a copy of his receipt and 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 form(s) of utility? A. time utility B. place utility C. possession utility D. form utility E. all four utilities: time, place, possession, and form

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

Q: Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries. A. time utility B. form utility C. place utility D. possession utility E. possession and place utility

Q: 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 providing A. place utility. B. form utility. C. time utility. D. possession utility. E. product utility.

Q: The greatest marketspace opportunity for marketers lies in its potential for creating __________. A. time utility B. price utility C. form utility D. possession utility E. place utility

Q: Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. And payment can be made using one of four credit cards (Visa, MasterCard, American Express, and Discover). This shows how electronic commerce contributes to customer value through the creation of __________. A. service utility B. form utility C. place utility D. possession utility E. price utility

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

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

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

Q: 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 can shop in the marketspace anywhere at any time. D. Products available in the marketspace are more easily customized. E. Consumers can tell marketers exactly what they want in the marketspace.

Q: Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2017. A. $829 million B. $997 million C. $39 billion D. $278 billion E. $370 billion

Q: About __________ of Internet users ages 15 and older shop online in the United States. A. 19% B. 29% C. 48% D. 67% E. 90%

Q: Figure 18-1Consider Figure 18-1 above. The revenues from online shoppingA. did not begin to show promise until 2011 when online security measures improved.B. stabilized in 2016 when Internet penetration reached 98 percent of all U.S. households.C. grew rapidly during 2012-2013 and then declined sharply in 2013 when the dot.com bubble burst.D. has grown moderately in the past and is expected to continue its moderate growth over the next few years.E. grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Q: Figure 18-1The revenues from online shoppingA. did not begin to show promise until 2011 when online security measures improved.B. stabilized in 2012 when Internet penetration reached 98 percent of all U.S. households.C. grew rapidly during 2003-2005 and then declined sharply when the "dot.com bubble" burst in 2006.D. has grown year after year and is expected to continue to increase over the next few years.E. grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.

Q: Which of the following transactions occurred in the marketspace? A. Connie sold Discovery Toys creative puzzles at an in-home demonstration. B. Joan bought a brand new pair of Dansko shoes through Zappos.com. C. Shelby purchased an iPhone case at a kiosk at the airport. D. Corey bought a double-dipped chocolate ice cream cone from the ice cream person when his mobile ice cream truck came down the street. E. Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.

Q: The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ exchange environment. A. tangible B. analog C. physical D. material E. digital

Q: An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________. A. extranet B. intranet C. marketplace D. marketspace E. web portal

Q: In the traditional sense, a __________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects. A. marketspace B. multichannel online mall C. cyberstore D. virtual store E. marketplace

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

Q: Consumers and companies populate two market environments today. One is the traditional __________ and the other is the __________. A. extranet; intranet B. superstore; hypermarket C. marketplace; marketspace D. shopping mall; virtual mall E. online store; virtual store

Q: Describe two potential problems associated with transactional websites.

Q: The greatest marketspace opportunity for Seven Cycles lies in its potential for creating __________. A. form utility B. time utility C. price utility D. place utility E. possession utility

Q: How are transactional and promotional websites different?

Q: Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and 30 international distributors in 40 countries. A. contentious relationship B. reciprocity agreement C. joint venture D. franchise contract E. collaborative relationship

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

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

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

Q: Seven Cycles uses __________ to create customer value, build relationships, and produce customer experiences in novel ways. A. the Internet B. just-in-time delivery C. marketing dashboards D. logistics management E. its own retail stores exclusively

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

Q: Seven Cycles' tagline, "One Bike. Yours." reflects the company's A. reputation for customized detailing of the finest motorcycles in competitive racing. B. commitment to a collaborative relationship with customers. C. unique anti-theft electronic GPS tracer built into every frame. D. creativity promise, guaranteeing that the color (paint job) is completely unique for each touring bike it makes. E. "one product-one market" segmentation strategy, in which all bikes are exactly alike.

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

Q: Define spam and viral marketing.

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

Q: Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons why consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

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

Q: There are six (6) general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

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

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

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

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

Q: Explain how marketspace creates value for consumers in terms of the four utilities.

Q: What is the marketspace?

Q: 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

Q: Pizza Hut's management team uses a(n) __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance. A. Gantt chart B. market-product grid C. marketing dashboard D. information screen E. BCG matrix

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

Q: Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner. A. LinkedIn B. Facebook C. Flicker D. Pinterest E. Twitter

Q: Pizza Hut's website __________ are integrated with the company's overall communications programs - including traditional media - with product innovations, promotions, and special events shared across platforms. A. context B. communication C. commerce D. connection E. community

Q: When Pizza Hut designed its website, it wanted to make easy and user-friendly; it wanted its website to recognize each customer. The website was designed to retrieve a repeat customer's address, telephone number, and payment options automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a __________. A. cookie B. portal C. gopher D. spider E. bot

Q: Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express 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

Q: Pizza Hut's website customization is achieved in several ways, but the primary utility is to __________. A. speed up the delivery process B. offer the greatest selection C. offer the best value for the price D. create strong customer relationship E. simplify ordering

Q: Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase. A. context; content B. communication; context C. commerce; customization D. communication; connection E. content; community

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

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

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

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