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Travel websites like 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) A) and B)
G) A) and C)

Correct Answer

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In terms of website design,connection refers to


A) the text,video,audio,and graphics that the website contains.
B) the website's capabilities to enable commercial transactions.
C) the network of linkages between a company's website and other sites.
D) the layout of the website.
E) the website's ability to tailor itself to different users or to allow users to personalize the website.

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

Correct Answer

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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

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

Correct Answer

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


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

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

Correct Answer

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The amount of time per month that visitors spend on a company's website is referred to as


A) visiting time.
B) stickiness.
C) staying power.
D) browsing time.
E) connectiveness.

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

Correct Answer

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Consider the UMD21: Stickiness Marketing Dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes, (the second metric above) that is displayed on its marketing dashboard.For 2013 or "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?


A) 4.0 minutes
B) 4.5 minutes
C) 7.5 minutes
D) 9.0 minutes
E) cannot be determined

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

Correct Answer

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Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) connection;and (7) __________.


A) creativity
B) commerce
C) control
D) consistency
E) collaboration

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

Correct Answer

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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

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

Correct Answer

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The online consumer lifestyle segment called "click-and-mortar"


A) are women who do their actual purchasing at traditional retail stores.
B) rarely spend money online and use the Internet only as an information source.
C) regularly visit their favorite bookmarked websites and spend the most money online.
D) regard the Internet as a convenient tool for buying music,books,and computer software.
E) consist of young,affluent single consumers who spend more time online than any other segment.

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

Correct Answer

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The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes __________.


A) consumer responsibility
B) closer global alliances
C) web communities
D) social responsibility
E) courteous online dialogue

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

Correct Answer

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Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.


A) cross-functional
B) financial
C) service-oriented
D) informational
E) promotional

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

Correct Answer

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There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others;and (3) offer incentives for referrals.


A) embed a message in the product or service
B) use customerization
C) use choiceboards
D) use niche marketing
E) use permission marketing

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

Correct Answer

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The online consumer lifestyle segment called "brand loyalists"


A) are women who do their actual purchasing at traditional retail stores.
B) rarely spend money online and use the Internet only as an information source.
C) regularly visit their favorite bookmarked websites and spend the most money online.
D) regard the Internet as a convenient tool for buying music,books,and computer software.
E) consist of young,affluent single consumers who spend more time online than any other segment.

F) B) and E)
G) A) and C)

Correct Answer

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Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.


A) 50 percent;women between the ages of 45 and 65
B) 40 percent;teenagers from 13 to 17
C) 30 percent;mature women 50 years and older
D) 25 percent;customers from rural communities
E) 60 percent;men

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

Correct Answer

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Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes, (the second metric above) that is displayed on its marketing dashboard.For 2014 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?


A) 4.0 minutes
B) 6.0 minutes
C) 10.0 minutes
D) 16.0 minutes
E) cannot be determined

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

Correct Answer

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A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.


A) portal
B) promotional
C) transactional
D) multichannel
E) direct sales

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

Correct Answer

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The largest online consumer lifestyle segment is referred to as "__________."


A) hunter-gatherers
B) click-and-mortar
C) brand loyalists
D) hooked,online,and single
E) time-sensitive materialists

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

Correct Answer

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Describe two potential problems associated with transactional websites.

Correct Answer

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The first problem is the potential for t...

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Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.


A) 33 percent
B) 50 percent
C) 67 percent
D) 80 percent
E) 95 percent

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

Correct Answer

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Which of the following statements about transactional websites is NOT true?


A) Promotional websites can be used to support a company's traditional marketing channel.
B) Promotional websites provide information on how items can be used and where they can be purchased.
C) Promotional websites are effective in generating interest in and trial of a company's products.
D) Promotional websites can cannibalize sales.
E) Promotional websites advertise and promote a company's products and services.

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

Correct Answer

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