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39) Collaborative filtering gives marketers the ability to make a dead-on sales recommendation
to a buyer in
A) a matter of minutes.
B) real time.
C) about 24 hours.
D) a few months' time, after quarterly reports are compiled.
E) time for a subsequent purchase.
40) When you view a selection at Amazon.com and see "Customers who bought this (item) also
bought ...," you are seeing the application of
A) choice boards.
B) adaptive selling.
C) multichannel marketing.
D) personalization.
E) collaborative filtering.
41) When you buy an e-book at Amazon.com, it uses ________ to recommend an e-book by a
similar author within the same genre.
A) choice boards
B) connectivity
C) collaborative filtering
D) adaptive selling
E) personalization
42) The consumer-initiated practice of generating content on a marketer's website that is custom-
tailored to an individual's specific needs and preferences is referred to as
A) personalization.
B) digitalization.
C) normalization.
D) intermediation.
E) innovation.
43) Personalization refers to
A) the solicitation of a consumer's consent to receive email and advertising based on personal
data supplied by the consumer.
B) a process that automatically groups people with similar buying intentions, preferences, and
behaviors and predicts future purchases.
C) the consumer-initiated practice of generating content on a marketer's website that is custom-
tailored to individual's specific needs and preferences.
D) 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.
E) an Internet-enabled digital environment characterized by face-to-screen exchange
relationships and electronic images and offerings.
44) Yahoo! allows its users to create a web page by picking the content (stock quotes, weather
conditions, local TV schedules) they want to have displayed. This consumer-initiated practice is
an example of
A) permission marketing.
B) personalization.
C) transactional websites.
D) collaborative filtering.
E) customerization.
45) ESPN allows users of its website to create a landing page that will always display favorite
team scores and stories when they visit. ESPN.com uses the consumer-initiated practice of
A) choiceboard.
B) collaborative filter.
C) individualization.
D) personalization.
E) permission marketing.
46) The solicitation of a consumer's consent (called "opt-in") to receive email and advertising
based on personal data supplied by the consumer is referred to as
A) collaborative marketing.
B) personalization.
C) viral marketing.
D) a choiceboard.
E) permission marketing.
47) 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 email 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.
48) A consumer's consent to receive email and advertising based on personal data supplied by
the consumer is called
A) opt-in.
B) assent.
C) cookies.
D) spam.
E) authorization.
49) Permission marketing is dependent on the ________ of the customer.
A) acceptance of cookies
B) opt-in
C) sales data
D) consumer segment
E) selling context
50) Which of the following is one of three rules for a company to successfully employ
permission marketing?
A) Opt-in customers will be guaranteed the lowest possible price for an item compared to similar
products or services sold by its competitors.
B) The firm will never buy marketing lists from other companies that may contain their personal
information.
C) Customers are assured that their name or buyer profile data will not be sold or shared with
others.
D) Customers will receive a "30-day money-back guarantee if not 100 percent satisfied" for any
product purchased online.
E) Customers will be protected from identity theft for any product purchased from its website.
51) Clinique Cosmetics has a database of more than 600,000 people who registered on its
website by providing selected personal information. The registration process requested that
customers fill out a brief survey and check a box that allows Clinique to send them product
updates via email. When Clinique introduced its Anti-Aging Serum, it sent emails to all women
over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of
the women who received the email purchased the new product. Clinique used ________ to
introduce its new product.
A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing
52) Monster.com is a leading online, job-hunting website. A person looking for a new job can
register with the company in order to save searches. After registration, Monster will
automatically email job postings that are relevant to job-hunters. They can unsubscribe on the
"Manage Saved Searches" page or with the opt-out link in the welcome email. Monster.com uses
________ to send its email updates.
A) opt-out marketing
B) permission marketing
C) personalization
D) cookies
E) wikis
53) ________ means a consumer has been given the option to receive email and advertising and
has agreed, based on personal data supplied by the consumer
A) Online consent
B) Choiceboard
C) Interactive agreement
D) Opt-in
E) E-authorization
54) ________ refers to the ability of consumers to stop or change the kind, amount, or timing of
information sent to them about products or brands.
A) Deactivation
B) Consent retraction
C) Opt-out
D) Permission denial
E) Authorization denial
55) What is the standard for measuring a meaningful marketspace company presence?
A) the sales compared to the marketplace alternative in a multichannel marketing context
B) the quality of the website design
C) the shopping cart
D) the quality of the customer experience
E) the eight-second rule
56) 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
57) Marketers produce a customer experience through seven website design elements, including
which of these?
A) context
B) creativity
C) consistency
D) collaboration
E) control
58) In terms of the online customer experience, context refers to
A) the ability of a website to modify itself to, or be modified by, each individual user.
B) a website's aesthetic appeal and functional look and feel, reflected in site layout and visual
design.
C) the website's ability to conduct sales transactions for products and services.
D) a patented feature that allows users to order products with a single mouse click.
E) the dialogue that occurs between the website and its users.
59) A website's aesthetic appeal and functional look and feel reflected in site layout and visual
design is referred to as
A) customization.
B) content.
C) context.
D) connection.
E) conductivity.
60) 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
61) Beauty product websites are traditionally designed to be more ________ oriented than travel
websites.
A) content
B) functionally
C) aesthetically
D) text
E) picture
62) Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and
exquisite desserts in gift assortments. When you access its website, you discover 14 pictures that
make lavish use of color. The Wolferman's website design conveys the core consumer benefits
provided by the company's offerings through the use of
A) context.
B) commerce.
C) communication.
D) connection.
E) customization.
63) In terms of the online customer experience, content refers to
A) a website's capabilities to enable commercial transactions.
B) all the digital information on a website—text, video, audio, and graphics.
C) the multiple ways the website enables user-to-user communication.
D) the dialogue that unfolds between the website and its users.
E) the information consumers provide to the firm through its website.
64) The text, video, audio, and graphics that are found on a website are referred to as
A) content.
B) context.
C) creativity.
D) communication.
E) connection.
65) ________ is the design element that encompasses all digital information on a website,
including the presentation form: text, video, audio, and graphics.
A) customization.
B) content.
C) context.
D) connection.
E) conductivity.
66) In terms of design elements for websites, ________ relevance and presentation along with
context dimensions combine to engage a website visitor and provide a platform for the five other
design elements.
A) content
B) customization.
C) commerce.
D) connection.
E) conductivity.
67) 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.
68) 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.
69) Websites that allow moving items around to reflect a consumer's priorities or selecting topics
of interest to them, such as My eBay and My Amazon, have ________ as a prominent design
element.
A) context
B) customization
C) content
D) communication
E) connection
70) In terms of the online customer experience, connection is defined as the
A) network of linkages between a company's website and other sites.
B) text, video, audio, and graphics that the website contains that appeal directly to the consumer.
C) website's capabilities to enable commercial transactions through credit, debit, or transfer
payments (PayPal, etc.).
D) speed and ease with which a customer can move between pages on a website.
E) website's ability to tailor itself to different users or to allow users to personalize the site.
71) Links that are embedded in the website, appear as highlighted words, a picture, or graphic,
and allow a user to effortlessly visit other sites with a mouse click comprise a website's
________ design element.
A) context
B) customization
C) content
D) communication
E) connection
72) A visitor to WWE.com will find frequently updated information on WWE wrestlers,
matches, and licensed merchandise as well as links to the W Network and to the WWE
Facebook, Twitter, and YouTube sites. The WWE.com website uses ________, a website design
element that influences customer experience.
A) context
B) communication
C) commerce
D) connection
E) content
73) TheKnot.com, a website for locating everything needed for a wedding, contains several links
to other websites that an engaged couple might need, including a travel agency, a linen store, a
wedding gown retailer, and several other links. TheKnot.com is an example of a website that
incorporates the ________ design element.
A) convenience
B) connection
C) control
D) community
E) communication
74) Users of NYTimes.com can peruse the book review section and click on a link to Barnes &
Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses
the ________ website design element.
A) convenience
B) control
C) connection
D) community
E) communication
75) In terms of the online customer experience, communication refers to
A) the process of conveying an online presence to others that requires an organization, a website,
an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
B) the speed and ease with which a customer can move between pages on a website.
C) a website's ability to tailor itself to different users or to allow users to personalize the website.
D) the dialogue that unfolds between the website and its users.
E) the links from a company's website to a customer's email, Facebook, or Twitter account.
76) In terms of the online customer experience, ________ is defined as the dialogue that unfolds
between the website and its users.
A) context
B) communication
C) commerce
D) connection
E) community
77) Some websites enable a user to talk directly with a customer representative using an online
chat feature while shopping on the site. This is an example of the ________ website design
element.
A) convenience
B) connection
C) control
D) community
E) communication
78) 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
