question

When setting objectives for a website, marketers must be concerned about

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the role of the site in overall marketing strategy

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Typical website objectives include

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providing customer service and support

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The nature of website objectives will depend on

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tasks visitors expect to perform on the site

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In developing the site navigational structure it is important to:

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construct a hierarchical diagram of site structure.

question

Which of the following are true statements about the content of a website?

answer

Most visitors will only skim the content

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Among the web design elements that help create a satisfactory customer experience are

answer

multiple navigations aids like breadcrumbs and different colors for followed links

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Overstock.com's success on the web stems from:

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-the level of satisfaction with the customer experience on the site. -its multichannel approach.

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A ________ is a partially-functional web page that target customers can evaluate

answer

prototype

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Among the types of testing that marketers can do to improve their websites are:

answer

-concept testing, beta testing, and monitoring customer feedback. -prototyping, exploratory marketing research like focus groups, and beta testing.

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Which of the following are true statements about customer experience on a website

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The components of good customer experience may be different in various channels

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Which of the following is a true statement about website maintenance costs?

answer

Yearly maintenance costs may be several times the size of initial development costs

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Typical website objectives include:

answer

-making sales. -generating sales leads.

question

Identifying and describing the target audience for a website

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is one of marketing's responsibilities in the website development process

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Among the marketing objectives that help create a satisfactory customer experience are

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the visitor experience on the site.

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Technology that is helpful in understanding how visitors consume website content is:

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eyetracking technology

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The site navigational structure:

answer

takes into account how easy it is to move around the site.

question

Tests that marketers can perform to improve their websites include:

answer

concept testing.

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In the Shopzilla (Bizrate) rating of website quality

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purchasers are surveyed at the time of purchase and after some time has elapsed

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Among the interactive elements that create engaging online experience on the Disney site

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video clips and photographs posted by customers

question

Improvements to a website may include

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-frequent incremental improvements. -major revision and relaunch as warranted.

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Deploying and tuning the site

answer

is essentially a technical task

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The Staples website provides a good example of

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a component in the program of a multichannel marketer

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A true statement about the Staples brand promise is

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it is integrated throughout their various sales and communications channels

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The personas used in the redesign of the Staples website

answer

represented important segments of Staples customers

question

Which of the following is a true statement about website maintenance costs?

answer

Yearly maintenance costs may be several times the size of initial development costs

question

True statements about the financial importance of customer service include:

answer

businesses around the world lose millions of dollars in business each year as the result of poor customer service.

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________ was among the techniques Harrah's Casinos used to improve customer service.

answer

Cash bonuses based on casino satisfaction scores

question

Market segments that are willing to spend more if customer service is good include

answer

a. affluent customers. b. young professionals

question

Portakabin promises customers that it will:

answer

deliver quality customer service

question

Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service?

answer

There is a wide gap between what customers want and what they get

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Which of the following is not a way that consumers expect to access a firm for customer service and support issues

answer

Reading the product manual

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________ represents the final stage in the evolution of customer services practices within an enterprise.

answer

Anticipating and delivering service and support before the customer recognizes the need

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________ is the most expensive of the customer service techniques listed below

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A telephone call handled by a live service rep

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Consumers prefer self service when

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when it works properly to meet their needs.

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Which of the following is a true statement about customer service at Eddie Bauer?

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Customer service was a principle espoused by the original founder.

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________ is not an acceptable part of a process for delivering exceptional customer service

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Locating and assigning blame for the problem

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Benefits of online provision of service in applications such as government agencies include:

answer

-being able to focus on customers with difficult problems. -reducing the volume of calls and emails.

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Themes that recur frequently in the discussion of customer service include

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the need to invest time and resources in providing good customer care.

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Steps in developing a strategic customer care program include

answer

segmentation analysis of the customer base

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________ is one web-based technology for delivering customer service

answer

Access via mobile devices

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Which of the following is not a true statement about providing customer service in social media?

answer

. Customer service in social media only works for high technology firms

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________ is the result of analysis and segmentation by customer value

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Differentiated customer service

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One tool that can be used in building anticipatory customer service programs is:

answer

customer scenarios

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Providing excellent experience for customers requires

answer

engaged employees

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Among the benefits that exceptional customer service confers on enterprises that can deliver it are:

answer

sustainable competitive advantage

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1. Among the actions businesses should take to improve trust in themselves and their brands are

answer

align their business mission with the social good

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Actions taken by consumers to protect the privacy of their data include:

answer

rejecting cookies

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3. The dimensions of trust on the Internet include

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security of personal data

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4. Brands that are trusted by Internet consumers benefit by:

answer

reduced cost of customer acquisition

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5. Which of the following online marketing activities is most disliked by consumers:

answer

behavioral tracking.

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6. What actions are marketing trade groups taking to try to calm the concerns of consumers about behavioral tracking:

answer

a. educating consumers about online behavioral advertising. b. introducing an icon for advertisers who comply with industry policies

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7. What kinds of data do consumers tend to consider sensitive?

answer

. health-related.

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8. Privacy on social networks:

answer

presents difficult issues for both consumers and marketers

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9. In the United States, laws have not been passed regulating the collection and use of personal information about:

answer

people over 65 years of age

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10. ________ is the law that protects the medical data of patients

answer

HIPPA

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11. Among the business practices recommended by the Federal Trade Commission are:

answer

greater transparency in consumer data collection policies and practices

question

12. ________ is one of the fair information practice principles

answer

Choice

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13. A true statement about consumer practices related to the security of their data is

answer

most users are not sure they are protected from malware

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14. Software that tracks consumer's activities on the web, usually without their knowledge, is called:

answer

spyware.

question

15. ________ is generally considered the most important data security problem on and off the Internet:

answer

Identity theft

question

16. The law that attempts to bring intellectual property regulation into the digital age is:

answer

Digital Millennium Copyright Act

question

17. Which of the following are is not a true statement about intellectual property issues on the Internet?

answer

P2P file sharing is acceptable in the eyes of copyright law

question

18. Creative Commons is a

answer

voluntary alternative to traditional copyright law

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1. The adoption stage in which a new product has become a part of the user's lifestyle is called

answer

internalization.

question

2. ________ is a product characteristic that determines ease of adoption

answer

Relative advantage

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3. Among the strategic implications of pervasive computing are:

answer

marketers must be able to contact customer near the time and place of purchase.

question

4. Dimensions of the pervasive computing environment include

answer

. anywhere. b. any time

question

5. True statements about the global mobile environment include

answer

a. some countries have already passed 100% penetration of cell phones. b. mobile is expected to be the dominant method of accessing the Internet in a few years

question

6. Strategic drivers of wireless technology include

answer

localization.

question

7. ________ is one of the strategic drivers of mobile marketing.

answer

. 1-click payment mechanisms

question

8. Expanded permission marketing is necessary in the mobile marketing environment because

answer

mobile customers want control over how much information they receive and when

question

9. A channel that is not a mobile marketing channel are

answer

neither of the above.

question

10. A true statement about mobile marketing campaigns is

answer

careful attention must be given to metrics that will be used to measure the success of the campaign

question

11. An element not included in mobile marketing campaigns should be

answer

email lists purchased from third-party list brokers

question

12. Mobile apps are primarily of interest to:

answer

. it depends on the app and the target audience.

question

13. Location-based mobile marketing is

answer

accessible to small, local retailers

question

14. Groupon represents the type of location-based marketing that

answer

. takes advantage of consumers' desire to get a special deal

question

15. The barcodes used in mobile marketing include

answer

both QR codes and NFC

question

16. Shopping apps can be used to:

answer

. check prices at the point of purchase

question

17. ________ technology is a way two devices located in close proximity can communicate with one another.

answer

. NFC

question

18. One mobile marketing channel that has not experienced robust growth over the last few years is:

answer

podcasting

question

19. Digital convergence is explained by:

answer

significant changes in the structure of the media industry.

question

20. ________ is the acronym that describes the converged media environment

answer

SoLoMo

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