mar 3023 chapter 17 learnsmart
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
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
The website design element that allows transactions to take place is ______.
commerce
A website that emphasizes the actual sale of products and services must include which design elements?
commerce, context, & content
Web _______ are websites that allow people to congregate online and exchange views on topics of common interest.
communities
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
One of the greatest marketspace opportunities is creating form utility, such as the ability of _______.
consumers to customize or personalize a product
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
Behavioral targeting uses information from ________ to direct online advertising to consumers whose profiles suggest they would be interested in it.
cookies
_______ can be used by a marketer to track the frequency of usage of a particular web site page by a particular consumer.
cookies
________ can be used by a marketer to track the frequency of usage of a particular web site page by a particular consumer.
cookies
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
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
For a company like Dell, an example of the communication capability the Internet allows is ______.
direct interaction with a human customer representative while shopping
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
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
individuality; buyer seller
Individuality in a buyer-seller relationship means that marketers must treat customers as individuals and empower them to ______.
influence the timing and extent of the buyer-seller interaction, have a say in the information they receive, & have a say in the kind of products and services they buy
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called ______.
interactive marketing
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called ______.
interactivity
_______ consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases
online
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
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
The Internet allows consumers to access information on-demand about products. This is an example of which kind of marketing utility?
place and time
Luxury fashion designers prefer which outlet for selling their products?
through retail stores
Select the reasons that consumers engage in webrooming.
to avoid shipping costs & to gain immediate possession of a product
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
The "ice bucket challenge" was an online effort to raise awareness for the disease, ALS, and to raise funds for the cause. The challenge encouraged people to pour buckets of ice over their heads and then challenge others to do the same. This is an example of ______ marketing.
viral
With respect to marketing utilities, the Internet affects time and place in which manner?
Consumers can buy products anytime, from anywhere
Digitally enabled communication capabilities can lead to word-of-mouth behavior, referred to as ______.
buzz
The seven web design elements that drive the customer experience include which of these?
commerce
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
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
The _________ of a website is expressed in the form of text, video, audio, and graphics.
content
What element of website design applies to all digital information on a website, including the use of text, video, audio, and graphics?
content
Which two design elements are included in every website?
content & context
Match the following elements of website design with the correct descriptions.
context: sites layout and visual design commerce: sites capabilities to enable commercial transactions connection: the degree that the site is linked to other sites customization: sites ability to tailor itself to different users or to allow users to personalize the site
A customer who sees a pair of boots online but then decides to buy the same pair at Macy's after trying them on would be best classified as a(n) ______.
cross-channel shopper
Maria researches online before she goes to buy her electronics at the local big-box retailer. Maria is a ______.
cross-channel shopper
Which two are among the reasons that consumers typically shop and buy online?
customization & control
A choiceboard allows customers to ______.
design their own products from an online menu
What are two examples of possession utility that are provided in the marketspace?
immediate access to confirmation of a hotel reservation & instant delivery of tickets purchased to a movie or concert
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
The practice and techniques used to credit or value a particular channel and consumer touch point is called ______.
marketing attribution
Dynamic pricing is most often used for ______.
time-sensitive items
Spam can be described as ______.
unsolicited emails
The eight-second rules refers to a time restriction for ______.
website downloads
Which day of the week is the busiest online shopping day?
wednesday
The ______ is a digitally enabled environment characterized by face-to-screen exchange relationships and electronic images and offerings.
digital marketspace
Which of these are the primary capabilities of the Internet that provide building blocks for buyer-seller relationships?
interactivity & individuality
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
legacy
Interactivity refers to the capability on the Internet that allows firms to ______.
listen and respond to customer needs
As a group, online consumers tend to be ________ than the general US population.
more affluent
______ utility, or getting a product or service to consumers so they can own or use it, is accelerated in the marketspace.
possession
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 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.
The product/service category that accounts for the highest percentage of online purchases is ______.
apparel and accessories
Websites like Kayak or Expedia use ______ to allow customers to compare prices on airline flights and hotels.
bots
Virtual _______ are websites that allow people to congregate online and exchange views on topics of common interest.
communities
Computer files that are downloaded by marketers onto consumers' computers and phones to monitor their behavior are called ______.
cookies
When Levi's allows consumers to upload their measurements online in order to get a perfect fitting pair of jeans, is it a example of what utility offered in the marketspace?
form
A web community can be ______.
hosted by a company or an independent group
________ marketing is characterized by choiceboards and personalization systems that transform information supplied by customers into customized responses to their individual needs.
interactive
Convenience, cost, and choice are among the reasons that consumers
shop & buy online
Webrooming is considered the opposite of ______.
showrooming
________ occurs when a shopper visits a retail store to inspect merchandise but then purchases the merchandise online.
showrooming
When a consumer makes an online purchase directly through social media without using a company's website, it is considered ______.
social commerce
Electronic junk mail or unsolicited e-mails are also referred to as ______.
spam
The payment of a fee to have products and services delivered on a recurring schedule is called ______.
subscription commerce
Dynamic pricing is _______.
the practice of changing price in real time based on supply and demand
Social commerce is ______.
the use of social networks for browsing and buying products
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 __________.
web community
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 recommended for effective use of multichannel marketing?
Channels should be mutually reinforcing. &Channels should convey a consistent customer experience.
Which example illustrates how the Internet affects place utility?
Consumers can buy books online from a foreign country and have them shipped directly to their homes.
What does the individuality capability of the Internet mean?
Firms must treat their customers as individuals and empower them.
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.
A ______ is an Internet company that has its origins in the marketspace.
digital native
What company would be considered a legacy company in the marketspace?
walmart
What statement is true regarding digital natives?
Digital natives primarily sell online, though some have retail stores.
An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that ______.
access is available anywhere and at anytime
In terms of the context, what are the two orientations of website design?
aesthetically-oriented & functionally-oriented
________ occurs when a marketer uses information from cookies to direct online advertising to online shoppers whose profiles suggest they would be interested.
behavioral targeting
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
A ________ is a web page that serves as a publicly accessible personal journal for an individual organization.
blog
Electronic shopping agents that search websites to compare prices and product or service features are called ______.
bots
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
Select the characteristics of the digital marketspace.
electronic images and offerings & face-to-screen exchange relationships
Select the approaches used in viral marketing.
embed a message in a product that customers then pass along, offer incentives such as discounts or coupons, & make a website so compelling that viewers will want to share it
Personalization allows customers to ______.
generate the desired information on a seller's website to meet individual needs
Of the following, which product/service category accounts for lowest percentage of online sales?
health and personal care
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.
Phoebe pays a one-time fee to Harry and David to be enrolled in their Fruit-of-the-Month club. In return, she receives a box each month of the freshest fruit of the season. This is an example of ______.
subscription commerce
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
Which two contribute to the difficulty in accurately measuring the impact of multichannel marketing?
the large amount of data collected about all stages of the purchase decision process & the task of assigning credit to various channels for their roles
Which three of these are identified in a cross-channel consumer journey map?
the links between communication and delivery channels across all stages of the purchase decision process, the consumer touchpoints that are outside the control of the company, & the communication and delivery channels engaged by cross-channel consumers
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
Showrooming is the practice of a consumer ______.
visiting a retail store to inspect merchandise but then purchasing online
________ is the practice of examining products online and then buying them in a store.
webrooming
Online shopping differs from retail shopping because a larger percentage of it happens during the ______.
week
