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In terms of the online customer experience, customization refers to


A) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
B) the website's ability to conduct sales transactions for products and services.
C) an interactive, Internet-enabled system that allows individual customers to design their own products and services.
D) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual design.
E) the ability of a website to modify itself to, or be modified by, each individual user.

F) A) and B)
G) A) and D)

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About __________ percent of U.S. online shoppers engage in showrooming.


A) 10
B) 25
C) 33
D) 40
E) 75

F) C) and D)
G) A) and B)

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Word-of-mouth behavior in marketspace is referred to as


A) tweets.
B) buzz.
C) instant messaging.
D) blogging.
E) likes.

F) D) and E)
G) C) and D)

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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 the 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.

F) A) and B)
G) None of the above

Correct Answer

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The ability of a website to modify itself to, or be modified by, each individual user is referred to as


A) connection.
B) communication.
C) site actualization.
D) customization.
E) customerization.

F) A) and C)
G) C) and D)

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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.

F) A) and B)
G) D) and E)

Correct Answer

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Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as


A) connectivity.
B) customerization.
C) customization.
D) communication.
E) convenience.

F) A) and B)
G) C) and D)

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A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.


A) village
B) community
C) district
D) area
E) population

F) B) and E)
G) B) and D)

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Buying online gives consumers control over their shopping and


A) privacy.
B) spending patterns.
C) technology usage.
D) purchase decision process.
E) ability to save online data.

F) D) and E)
G) C) and E)

Correct Answer

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Which of the following statements about cost and its impact on online shopping is most accurate?


A) Dynamic pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
B) The margins for online offerings are usually higher than those purchased in traditional marketplaces.
C) Any price advantage for online purchases is lost in shipping and handling fees.
D) Many of the most popular items bought online can be purchased at the same price or cheaper than in retail stores.
E) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

F) C) and E)
G) None of the above

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On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the


A) eight-second rule.
B) 80/20 principle.
C) stickiness principle.
D) hierarchy of needs.
E) efficiency rule.

F) B) and D)
G) D) and E)

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

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Cookies are computer files that a market...

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The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.


A) marketer-to-consumer e-mail notification
B) government-to-marketer Do Not Spam monitoring
C) phishing and spamming whistleblowing
D) online colonies
E) web-to-web customer exchanges

F) B) and E)
G) C) and D)

Correct Answer

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Travel websites such as Priceline.com are designed to be __________ oriented, with emphasis on destinations, scheduling, and prices.


A) content
B) functionally
C) aesthetically
D) text
E) picture

F) B) and D)
G) A) and E)

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A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.


A) 15
B) 28
C) 56
D) 73
E) 76

F) All of the above
G) A) and D)

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Pizza Hut realized that it did not make sense for it 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

F) C) and D)
G) All of the above

Correct Answer

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From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.


A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience

F) A) and E)
G) B) and D)

Correct Answer

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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.

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Cookies are computer files that a market...

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Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2018.


A) $829 million
B) $997 million
C) $39 billion
D) $278 billion
E) $414 billion

F) A) and D)
G) C) and D)

Correct Answer

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Viral marketing refers to


A) an embedded message that causes a pop-up screen to appear every time a user types in a specific word.
B) malicious malware that is used to create doppelgangers on competitors' websites.
C) a subversive program that automatically transfers viruses from one website to another.
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs.
E) an online multilevel marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

F) B) and D)
G) B) and C)

Correct Answer

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