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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.

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Among popular purchases online, one category includes items such as computer software, music, and video for which


A) prepurchase trial is critical.
B) digital delivery is the single most important factor.
C) audio or video demonstration is important.
D) price and delivery time are not key factors.
E) price and speed of delivery are the determinant sales factors.

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Explain how the Pizza Hut website uses the seven website design elements.

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The Pizza Hut website uses the seven web...

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People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used


A) opt-out marketing.
B) customerization.
C) viral marketing.
D) niche marketing.
E) buzz marketing.

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Which of the following examples demonstrates how electronic commerce creates customer value through form utility?


A) Recreational Equipment, an outdoor gear marketer, receives 35 percent of its orders between the hours of 10 p.m. and 7 a.m. when its retail stores are closed.
B) Forty-five percent of sales at Amazon.com are from buyers who live outside the United States.
C) Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.
D) Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts.
E) Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.

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The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.


A) wiki
B) social media
C) choiceboard
D) cookie
E) collaborative filter

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Which of the following is popular product category for showrooming?


A) cleaning products
B) music
C) jewelry
D) consumer electronics
E) furniture

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The ________ website design element can be provided by chatbots, which mimic human conversation using artificial intelligence.


A) convenience
B) connection
C) control
D) community
E) communication

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Which of the following is an important step in effectively implementing multichannel marketing?


A) Establish subbrands for catalog retailers and direct selling channels.
B) Immediately appoint a channel captain to avoid channel conflict.
C) Minimize the number of channels to avoid cannibalizing sales from stores.
D) Create a website that will engage visitors with interactive experiences that involve games, contests, and quizzes.
E) Start by documenting cross-channel consumer behavior with a customer journey map.

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Two major issues that contribute to consumers' hesitancy to use online shopping are


A) quality and price.
B) privacy and security.
C) computer knowledge and security.
D) price and privacy.
E) quality and computer knowledge.

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In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing


A) place utility.
B) form utility.
C) time utility.
D) possession utility.
E) product utility.

Correct Answer

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Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.


A) choice and control
B) cost and convenience
C) interactivity and individuality
D) communication and information
E) choiceboards and collaborative filtering

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Since promotions are an important expectation in pizza purchasing, Pizza Hut's ________ and ________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.


A) context; content
B) communication; context
C) commerce; customization
D) communication; connection
E) content; community

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Define and explain the importance of the eight-second rule.

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A commonly held view among online market...

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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.

Correct Answer

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Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?


A) Electronic commerce makes products and services available to customers faster.
B) Comparison shopping is easier in the marketspace than in the marketplace.
C) Customers can shop in the marketspace anywhere at any time.
D) Products available in the marketspace are more easily customized.
E) Consumers can tell marketers exactly what they want in the marketspace.

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What are the three steps in implementing multichannel marketing?

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Efforts to implement multichannel market...

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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

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When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed her purchase, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the ________ website design element.


A) context
B) community
C) content
D) commerce
E) connection

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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

Correct Answer

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