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1 | |
The greatest marketspace opportunity for marketers lies in its ability to: |
| | A) | create form utility. |
| | B) | change the shape of the product life cycle. |
| | C) | eliminate comparison shopping. |
| | D) | eliminate the need for utility. |
| | E) | appeal to consumers at all levels of adoption. |
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2 | |
The functionality of choiceboards has been expanded by ______ technology. |
| | A) | viral marketing |
| | B) | spam detection |
| | C) | guerrilla marketing |
| | D) | market aggregation |
| | E) | collaborative filtering |
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3 | |
_____ is the sum total of the interactions a customer has with a company's website, from the initial look at the home page through the purchase decision process. |
| | A) | Relationship marketing |
| | B) | The service encounter |
| | C) | The interactive marketing mix |
| | D) | Customer experience |
| | E) | Relationship selling |
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4 | |
In terms of the customer experience, context is defined as the: |
| | A) | website's ability to tailor itself to different users or to allow users to personalize the site. |
| | B) | layout and design of the website. |
| | C) | degree the site is linked to other websites. |
| | D) | text, pictures, sound, and videos the website contains. |
| | E) | ways the website enables user-to-user communication. |
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5 | |
Candie's is a teenage-focused, hip shoe- and apparel-maker. Realizing one of the major reasons teenage girls like to shop is the socialization aspect of the experience, Candies decided to enter online retailing by establishing candies.com. The candies.com website encourages interaction among its members, but Candie's does not sell any products at this site. The designer of this website emphasized _____ in its design. |
| | A) | customization |
| | B) | community |
| | C) | context |
| | D) | connection |
| | E) | commerce |
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6 | |
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 goods 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 websites. |
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7 | |
In March of 2001, the WB television network launched on its website The WB Insider Gizmo, an updateable rich-media messaging program that allows users to download a device onto their desktops, so they can forward it to friends, or copy it to personal websites. WB is using: |
| | A) | cookies. |
| | B) | demographic segmentation. |
| | C) | viral marketing. |
| | D) | context management. |
| | E) | aggregated marketing. |
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8 | |
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) | permission marketing |
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9 | |
Wolfermans.com is a website 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 which to buy. Wolfermans.com keeps an address book for each customer. The address book contains the name and address of everyone to whom the customer has sent a gift in the past to make it easier and quicker to send additional gifts. The address book information is more than likely stored in a: |
| | A) | cookie. |
| | B) | bot. |
| | C) | search engine. |
| | D) | weblink. |
| | E) | portal. |
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10 | |
_____ is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who buy in both the traditional marketplace and marketspace. |
| | A) | Viral marketing |
| | B) | Guerrilla marketing |
| | C) | Multichannel marketing |
| | D) | Integrated marketing communication |
| | E) | Cross-transactional commerce |
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11 | |
Why would a consumer products manufacturer be reluctant to incorporate a transactional website into its marketing program? |
| | A) | high costs in labour and time |
| | B) | lack of discernable results |
| | C) | potential for channel conflict |
| | D) | potential for dynamic pricing |
| | E) | for all of the above reasons |
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12 | |
Roche, the large pharmaceutical company, introduced a new drug that is supposed to lessen the symptoms of flu and shorten the recovery period. The drug is only available though a doctor's prescription, yet Roche has also created. Igotflu.com as a _____ website to market the medicine. |
| | A) | transactional |
| | B) | promotional |
| | C) | transformational |
| | D) | corporate |
| | E) | functional |
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