MAR 3023 Chapter 17
Select the characteristics of the digital marketspace. (Select all that apply)
electronic images and offerings face-to-screen exchange relationships
________ occurs when a marketer uses information from cookies to direct online advertising to online shoppers whose profiles suggest they would be interested.
Behavioral targeting
Which of the following are true of online consumers?
They are likely to be younger than the general population. They are more affluent and better educated than the general population.
Which day of the week is the busiest online shopping day?
Wednesday
Which items can companies track through the use of cookies? (Select all that apply)
a user's visit to other websites a user's visit to its website
The product/service category that accounts for the highest percentage of online purchases is ______.
apparel and accessories
Websites that offer online chat rooms where prospective buyers can ask questions and receive answers in real time is the shopping and buying dimension known as ______.
choice assistance
A(n) ________ allows a customer to design a personalized product via the Internet and helps the company become more knowledgeable about the customer.
choiceboard
Customerization uses ______ and ______ to expand the exchange environment beyond a transaction to make the shopping and buying an enjoyable, personal experience.
choiceboards personalization systems
What are the two most popular showrooming product categories?
consumer electronics home appliances
The ______ is a digitally enabled environment characterized by face-to-screen exchange relationships and electronic images and offerings.
digital marketspace
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
individuality; buyer-seller
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called ______.
interactivity
What are the two capabilities of the Internet that promote and sustain customer relationships?
interactivity and individuality
As a group, online consumers tend to be ________ than the general US population.
more affluent
When a firm sends a direct e-mail to a customer, the firm might let the customer "opt-out" of the mailing list. This marketing practice is called ______.
permission marketing
The Internet allows consumers to access information on-demand about products. This is an example of which kind of marketing utility?
place and time
If a small specialty retail shop that sells handmade goods wants to increase its business, the cheapest and quickest way to improve accessibility for customers would be to
sell its products on a website like Etsy.
Convenience, cost, and choice are among the reasons that consumers
shop and buy online.
Electronic junk mail or unsolicited e-mails are also referred to as ______.
spam
In the navigation of a website, the eight-second rule refers to ______.
the belief that customers will abandon their efforts if downloads exceed this time
Social commerce is ______.
the use of social networks for browsing and buying products
Dynamic pricing is most often used for ______.
time-sensitive items
Select the reasons that consumers engage in webrooming. (Select all that apply)
to avoid shipping costs to gain immediate possession of a product
Individuality in a buyer-seller relationship means that marketers must treat customers as individuals and empower them to ______. (Select all that apply)
have a say in the kind of products and services they buy influence the timing and extent of the buyer-seller interaction have a say in the information they receive
A web community can be ______.
hosted by a company or an independent group
It is estimated that ____ percent of online consumers account for ___ percent of the total online sales.
20; 69
A website that takes more than ______ to download will more likely see consumers abandon their effort.
8 seconds
Which is the best example of permission marketing?
While buying a product on Amazon.com the customer can check a box that will allow Amazon to e-mail to the customer future special offerings.
A ______ is a popular form of communication because it provides an online forum for a wide variety of subjects ranging from politics to car repair.
blog
Electronic shopping agents that search websites to compare prices and product or service features are called ______.
bots
A customer who is pleased with a purchase may post a positive review on any number of social media sites, generating what is known as ______.
buzz
As part of the communication element, many websites use sophisticated computer programs called ______ which mimic human conversation using artificial intelligence.
chatbots
Netflix is able to suggest movies for its existing customers based on their previous viewing and ratings, through the use of ______.
collaborative filtering
The process that automatically groups consumers with similar buying intentions, preferences, and behaviors and predicts future purchases is called ______.
collaborative filtering
The seven web design elements that drive the customer experience include which of these?
commerce
The website design element that allows transactions to take place is ______.
commerce
When a company posts a link to its Twitter and Facebook pages on its website, it is an example of which design element?
connection
Successful multichannel marketing seeks to provide a(n) ______ customer experience through consumer touchpoints and messages across channels.
consistent
One of the greatest marketspace opportunities is creating form utility, such as the ability of _______.
consumers to customize or personalize a product
Which two design elements are included in every website?
content context
Which two are among the reasons that consumers typically shop and buy online?
control customization
Behavioral targeting uses information from ________ to direct online advertising to consumers whose profiles suggest they would be interested in it.
cookies
The practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as ______.
customerization
The design element that refers to a site's ability to modify itself to, or be modified by and for, each individual user is called ______.
customization
Which design element involves moving items around to reflect a consumer's priorities or selecting topics of interest to them?
customization
A ______ is an Internet company that has its origins in the marketspace.
digital native
For a company like Dell, an example of the communication capability the Internet allows is ______.
direct interaction with a human customer representative while shopping
In terms of the context, what are the two orientations of website design?
functionally-oriented aesthetically-oriented
Personalization allows customers to
generate the desired information on a seller's website to meet individual needs.
What does personalization mean in the context of interactive marketing?
generating content on a marketer's website that is customized to your needs
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet.
individuality
What are two examples of possession utility that are provided in the marketspace?
instant delivery of tickets purchased to a movie or concert immediate access to confirmation of a hotel reservation
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called ______.
interactive marketing
Interactivity refers to the capability on the Internet that allows firms to ______.
listen and respond to customer needs
Over 90 percent of __________ merchandise is sold exclusively through retail stores; that is, many of these companies have decided not to participate in the marketspace.
luxury fashion
Select the approaches used in viral marketing. (Select all that apply)
make a website so compelling that viewers will want to share it offer incentives such as discounts or coupons embed a message in a product that customers then pass along
A website that shows you a selection of athletic shoes based on your previous views of other shoes is using ______ to be responsive to your personal needs.
personalization
What are the two dimensions of choice as it relates to reasons consumers shop and buy online?
product and service selection assistance in making choices
Which three of these are identified in a cross-channel consumer journey map?
the consumer touchpoints that are outside the control of the company the links between communication and delivery channels across all stages of the purchase decision process the communication and delivery channels engaged by cross-channel consumers
Dynamic pricing is _______.
the practice of changing price in real time based on supply and demand
Showrooming is the practice of a consumer ______.
visiting a retail store to inspect merchandise but then purchasing online
The eight-second rules refers to a time restriction for ______.
website downloads
Luxury fashion designers prefer which outlet for selling their products?
Retail stores
A digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites and blogs is called ______ marketing.
viral
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.
virtual community
Which is recommended for effective use of multichannel marketing? (Select all that apply)
Channels should be mutually reinforcing. Channels should convey a consistent customer experience.
What statement is true regarding digital natives?
Digital natives primarily sell online, though some have retail stores.
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
Legacy
What company would be considered a legacy company in the marketspace?
Walmart
For the Minnesota Twins baseball team, the games they play in April and early May are not as well attended as the games they play in the summer, simply because the weather can be rainy and cold. For these games, the organization might price the tickets lower than games played in the summer. This is an example of ______.
dynamic pricing
When a consumer makes an online purchase directly through social media without using a company's website, it is considered ______.
social commerce
Spam can be described as ______.
unsolicited emails
The commerce element of a well-designed website design allows customers to ______.
conduct sales transactions quickly and easily
The ______ element of website design refers to the network of linkages between a company's website and other sites.
connection
What tool is most helpful to multichannel marketers because it details the time and place consumers and companies engage to exchange information, provide service, or handle buying transactions?
consumer journey maps
The element of website design that refers to the website's aesthetic appeal and the functional look and feel of the site's layout and visual design is ______.
context
A website that emphasizes the actual sale of products and services must include which design elements? (Select all that apply)
context commerce content
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
customer experience
Today, the quality of the ______ delivered by a company is the standard by which a meaningful marketspace presence is measured.
customer experience
Which two contribute to the difficulty in accurately measuring the impact of multichannel marketing?
the task of assigning credit to various channels for their roles the large amount of data collected about all stages of the purchase decision process
Behavioral targeting is the practice of ______.
using information from cookies for directing online advertising from marketers to online shoppers
