This tutorial has Exam 2 of course MGMT 324 Marketing Managment of Purdue University. 

 

1.   Which of the following statements about product lines is most true? 

 A.  Product lines are the number of products offered by a company.     

B.  All product lines are purchased by manufacturers.    

C.  One reason that manufacturers develop broad product lines is to gain distribution through the same outlets.     

D.  One benefit of having a narrow product line is that it enables both consumers and retailers to simplify their buying decisions.    

E.  All of the above statements are true.    

 

2.   Newman's Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauce, and salad dressings under the Newman's Own brand name. These product lines are the company's 

 A.  product mix.      

B.  stock keeping units.    

C.  product category.    

D.  product hierarchy.    

E.  marketing category.    

 

3.   The Federal Trade Commission considers a product "new" only 

 A.  for a period of six months after it enters regular distribution.       

B.  for a period of one year after it enters regular distribution.    

C.  until a similar product is introduced by a competitor.    

D.  until a newer version of the same product is produced.    

E.  for a period of seventeen years at which time patent rights are returned to the public domain.    

 

4.   LG Electronics Inc. has entered into an agreement with Google to offer phones with Google software installed on them. This is an example of which type of innovation? 

 A.  continuous innovation.     

B.  intraorganizational innovation.    

C.  dynamically continuous innovation.     

D.  symbiotic innovation.    

E.  simultaneous innovation.    

 

5.   Which of the following is NOT a common reason for new-product failures? 

 

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A.  insignificant point of difference    

 B.  biased market      

C.  no economical access to buyers    

D.  too little market attractiveness    

E.  bad timing    

 

6.   Which of the following is true of the new-product strategy development stage of the new-product process? 

 

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A.  The company uses environmental scanning to identify factors to exploit.    

B.  Relevant company strengths and weaknesses are identified.    

C.  Many companies have added new-product strategy development.    

D.  This step often provides a needed focus for ideas and concepts developed in later stages.    

 E.  All of the above are true.      

 

7.   Sources of good new-product ideas include 

 

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A.  customers.    

B.  employees.    

C.  research and development.    

D.  competitors.    

 E.  all of the above.       

 

8.   All of the following activities are involved in the business analysis phase of the new-product process EXCEPT 

 

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 A.  economic analysis.      

B.  product assessment.    

C.  investment of capital in R & D.     

D.  legal examination.    

E.  review of marketing strategy.    

 

9.   A product in the introduction stage of the product life cycle should have which of the following marketing objectives? 

 

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 A.  gain awareness and stimulate trial       

B.  stress differentiation    

C.  maintain brand loyalty    

D.  gain as much distribution as possible    

E.  reveal a marketing niche    

 

10.   A company follows a skimming strategy as part of introducing a new product to 

 

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 A.  help recover costs of development and to capitalize on the price insensitivity of early buyers.       

B.  capitalize on the price sensitivity of early buyers and to postpone breakeven.    

C.  discourage competitors and build unit volume.    

D.  move the product into the maturity stage once primary demand has been created.    

E.  do all of the above.    

 

11.   Which of the following is a characteristic of the growth stage of the product life cycle? 

 

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A.  advertising emphasis switches to selective demand     

B.  growing proportion of initial purchasers to repeat purchasers    

C.  product features remain unchanged    

 D.  profit margins increase as sales increase      

E.  All of the above are characteristics of the growth stage of the product life cycle.    

 

12.   The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to 

 

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A.  actively search out new first time users.    

 B.  hold market share.       

C.  actively reinforce competitors' marketing efforts.    

D.  maintain existing distributors and actively seek out new ones.    

E.  shift to a skimming price strategy.    

 

13.   The largest numbers of product adopters with respect to the diffusion of innovation are found among 

 

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A.  early adopters and laggards.    

 B.  early majority and late majority.     

C.  late majority and laggards.    

D.  innovators and early majority.    

E.  innovators and early adopters.    

 

14.   The four steps in the sequential building process of brand equity include positive brand awareness, __________, eliciting the proper consumer responses to a brand's identity and meaning, and to create a consumer-brand connection 

 

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 A.  establishing a brand's meaning in the minds of consumers       

B.  products lower in price    

C.  easing consumers' decision making    

D.  products higher in value    

E.  needed market modification    

 

15.   A manufacturer can successfully use mixed branding because 

 

  Student Response Value Correct Answer Feedback

A.  that involves giving each product a distinct brand name.    

 B.  the segment attracted to the reseller product is different from its own market.       

C.  the company uses one name for all of its products.    

D.  it is easy to do.    

E.  it produces low profits for the reseller and high profits for the manufacturer.    

 

16.   Which of the following statements does NOT describe a benefit associated with packaging? 

 

  Student Response Value Correct Answer Feedback

A.  Packaging provides consumers with valuable and necessary information about directions regarding product usage and its composition.    

B.  Packaging extends a product's shelf life.    

 C.  Packaging is an inexpensive product strategy to implement.       

D.  Packaging potentially increases product sales.    

E.  Packaging allows a company to differentiate its product from those of the competition.    

 

17.   The price equation formula is price equals list price minus __________ plus extra fees. 

 

  Student Response Value Correct Answer Feedback

A.  salaries    

B.  commissions    

C.  trade-ins    

 D.  incentives and allowances       

E.  taxes    

 

18.   Which of the following is NOT a competition-based pricing approach? 

 

  Student Response Value Correct Answer Feedback

A.  loss leader pricing    

B.  below-market pricing    

C.  customary pricing    

D.  above-market pricing    

 E.  penetration pricing       

 

19.   Demand-oriented approaches weigh factors underlying expected __________ more heavily than factors such as cost, profit, and competition when selecting a price level. 

 

  Student Response Value Correct Answer Feedback

 A.  customer tastes and preferences       

B.  total sales revenue    

C.  prevailing prices    

D.  number of others selling the product    

E.  mark-up    

 

20.   A manufacturer using _________ is setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it. 

 

  Student Response Value Correct Answer Feedback

A.  skimming pricing.    

B.  penetration pricing.    

C.  price lining.    

D.  odd-even pricing.    

 E.  prestige pricing.       

 

21.   Target pricing is the result of a manufacturer __________ in a product to achieve the target price. 

 

  Student Response Value Correct Answer Feedback

A.  setting the highest costs possible    

 B.  deliberately adjusting the cost and quality of the component parts       

C.  researching what mark-ups wholesalers will accept    

D.  studying competitive prices and making fixed-cost adjustments    

E.  relying on a jury of executive opinion to establish cost factors    

 

22.   In response to Duracell's introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery. But unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Was Energizer's pricing strategy to take market share from Duracell a success? 

 

  Student Response Value Correct Answer Feedback

 A.  No, because consumers equate quality of batteries with higher prices.       

B.  No, because retailers did not respond appropriately to the target market pricing strategy.    

C.  No, because consumers are price-insensitive when it comes to batteries.    

D.  Yes, because consumers typically respond positively to cost-plus pricing.    

E.  Yes, because the demand for batteries has unitary elasticity.    

 

23.   One problem in the interstate trucking industry is the number of trucks that return with an empty truck after making a delivery. There is a website where independent interstate truckers can look for loads that they can carry on their return trip. Because the trucks would be returning empty, truckers who use this website get a reduced shipping rate. This reduced rate is an example of 

 

  Student Response Value Correct Answer Feedback

 A.  yield management pricing.     

B.  penetration pricing.    

C.  target pricing.    

D.  cost-plus pricing.    

E.  odd-even pricing.    

 

24.   Other things equal, if a firm finds the demand for one of its products is inelastic, it can increase its total revenues by 

 

  Student Response Value Correct Answer Feedback

 A.  raising its price.       

B.  lowering its price.    

C.  reducing fixed costs.    

D.  reducing variable costs.    

E.  reducing both fixed and variable costs.    

 

25.   Which of the following statements about price elasticity of demand is true? 

 

  Student Response Value Correct Answer Feedback

A.  Price elasticity with unitary demand is greater than 1.    

 B.  The more substitutes a product has, the more likely it is to be price elastic.       

C.  With inelastic demand, a reduction in price increases total revenue.    

D.  With inelastic demand, price elasticity is greater than 1.    

E.  None of the above statements about price elasticity of demand is true.    

 

26.   Pricing objectives may change depending on 

 

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A.  the financial position of the company as a whole.    

B.  the success of company products.    

C.  the segments in which the company is doing business.    

D.  where the company is doing business by country.    

 E.  all of the above.    

 

27.   Which of the following statements about demand as a pricing constraint is true? 

 

  Student Response Value Correct Answer Feedback

A.  The number of potential buyers for the product class affects the price a seller can charge.    

B.  The number of potential buyers for the product affects the price a seller can charge.    

C.  The number of potential buyers for the brand affects the price a seller can charge.    

D.  Whether the item is a luxury or a necessity affects the price a seller can charge.    

 E.  All of the above are true.       

 

28.   Four types of price discounts are 

 

  Student Response Value Correct Answer Feedback

A.  quantity, trade-in, promotional, and cash.    

 B.  seasonal, trade (functional), cash, and quantity.       

C.  quantity, seasonal, promotional, and cash.    

D.  cash, trade-in, seasonal, and promotional.    

E.  trade-in, promotional, geographic, and functional.    

 

29.   The cash payment or extra amount of "free goods" awarded sellers in the channel of distribution for undertaking certain advertising or selling activities to promote the product is a 

 

  Student Response Value Correct Answer Feedback

A.  quantity discount.    

B.  flexible pricing policy.    

 C.  promotional allowance.       

D.  payoff.    

E.  manufacturer's inducement.    

 

30.   Intermediaries performing a transactional function in distribution are engaged in buying, selling, and 

 

  Student Response Value Correct Answer Feedback

A.  channeling.    

B.  strategizing.    

C.  liaisoning.    

 D.  risk taking.       

E.  merchandising.    

 

31.   When marketing channel members are engaged in assorting, storing, sorting, and transporting they are performing __________ functions. 

 

  Student Response Value Correct Answer Feedback

 A.  logistical       

B.  transformational    

C.  facilitating    

D.  implementing    

E.  transactional    

 

32.   In terms of distribution, when marketing channel members are engaged in financing, grading, marketing information and research, they are performing the __________ function. 

 

  Student Response Value Correct Answer Feedback

A.  logistical    

B.  transformational    

 C.  facilitating       

D.  implementing    

E.  transactional    

 

33.   Which of the following statements about multichannel marketing is true? 

 

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A.  Multichannel marketing seeks to integrate a firm's electronic and delivery channels.    

 B.  Multichannel marketing can leverage the value-adding capabilities of different channels.      

C.  Catalogs can serve as shopping tools for online purchasing.    

D.  Websites can help consumers do their homework before visiting a store.    

E.  All of the above statements about multichannel marketing are true.     

 

34.   A recent innovation in marketing channels whereby one firm's marketing channel is used to sell another firm's products is called 

 

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A.  dual distribution.    

 B.  a strategic channel alliance.       

C.  cooperative distribution.    

D.  an integrated channel alliance.    

E.  a multi-channel venture.    

 

35.   The purpose of a vertical marketing system is to 

 

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A.  dissuade retailers from dealing with other manufacturers or wholesalers.    

B.  limit the number of retail outlets served, or maintain a limited service region.    

 C.  achieve channel economies and maximum marketing impact.       

D.  eliminate competition by narrowing the channel from supplier to consumer.    

E.  maximize the number of wholesalers through which a supplier can deal.    

 

36.   Which type of market coverage is usually associated with shopping goods? 

 

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A.  intensive distribution    

B.  extensive distribution    

 C.  selective distribution       

D.  exclusive distribution    

E.  concentrated distribution    

 

37.   Which of the following is a major consideration for satisfying buyer requirements when designing distribution channels? 

 

  Student Response Value Correct Answer Feedback

A.  information    

B.  convenience    

C.  variety    

D.  pre- or post-sale services    

 E.  all of the above      

 

38.   Which of the following is the source of influence determining which channel member will be the channel captain? 

 

  Student Response Value Correct Answer Feedback

A.  economic influence    

B.  expertise    

C.  identification with a particular channel member    

D.  legitimate rights through contracts    

 E.  any of the above       

 

39.   What is the first step in choosing a supply chain? 

 

  Student Response Value Correct Answer Feedback

A.  developing an umbrella mission statement    

 B.  understanding the customer      

C.  making sure the members of the supply chain harmonize with the organizational culture    

D.  creating a unifying inter-organizational strategy    

E.  determining what the competition is doing    

 

40.   Supply chain managers balance total logistics cost factors against customer service factors. Customer service factors include 

 

  Student Response Value Correct Answer Feedback

 A.  time, convenience, communication, and dependability.

B.  assurance, reliability, flexibility, and tangibles.    

C.  tangibles, dependability, responsiveness, and flexibility.    

D.  time, assurance, responsiveness, and tangibles.    

E.  convenience, flexibility, time, and empathy.    

 

41.   One emphasis in supply chain management is to make the process of ordering as simple as possible, often through inventory systems that are called 

 

  Student Response Value Correct Answer Feedback

A.  order replenishment systems.    

B.  speedy systems.    

C.  minimum-inventory systems.    

 D.  quick response or efficient consumer response delivery systems.       

E.  Internet-based response systems.    

 

42.   In a supply chain context, dependability is 

 

  Student Response Value Correct Answer Feedback

 A.  the consistency of replenishment.      

B.  only concerned with time of delivery.    

C.  guaranteed minimum-inventory systems.    

D.  on time and/or early delivery.    

E.  all of the above.    

 

43.   In a supply chain context, which of the following statements about convenience is true? 

 

  Student Response Value Correct Answer Feedback

A.  Convenience makes it easy to order.    

B.  Convenience allows the product to be available from many outlets.    

C.  Convenience means the seller will arrange all necessary details, including transportation.    

D.  Convenience promoted the use of vendor-managed inventory practices.    

 E.  All of the above statements about communication are true.     

 

44.   Many fast food retailers, including McDonald's and Burger King, have followed a predictable pattern of how new forms of retail outlets enter the marketplace. McDonald's has evolved from a relatively simple hamburger restaurant with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins, high status, and a diverse list of products. This evolution of McDonald's restaurants is consistent with the 

 

  Student Response Value Correct Answer Feedback

 A.  wheel of retailing.       

B.  evolution of retailing.    

C.  retail cycle.    

D.  fast food retail cycle.    

E.  restaurant evolutionary cycle.    

 

45.   The key goal for retailers in the accelerated development phase of the retail life cycle is to 

 

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 A.  establish a dominant position in the fight for market share.       

B.  delay entering the decline stage of the life cycle.    

C.  find ways of discouraging their customers from moving to low-margin, mass-volume outlets.    

D.  establish a retail concept, which is a sharp departure from existing competition.    

E.  cover start-up costs.    

 

46.  Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide __________. 

 

  Student Response Value Correct Answer Feedback

A.  cost savings through production efficiencies.    

B.  a communication chain.    

C.  a marketing matrix.    

 D.  a consistent message across all audiences.      

E.  a media mix useful to all of the firm's products and services.    

 

47.   Which of the following types of promotion uses customized interaction? 

 

  Student Response Value Correct Answer Feedback

A.  advertising    

 B.  personal selling      

C.  public relations    

D.  sales promotion    

E.  publicity    

 

48.   Which element of the promotional mix has the inherent weakness of high absolute costs and difficulty in receiving good feedback? 

 

  Student Response Value Correct Answer Feedback

 A.  advertising      

B.  personal selling    

C.  sales promotion    

D.  publicity    

E.  direct marketing    

 

49.   Which of the following statements describes a key difference between advertising and publicity? 

 

  Student Response Value Correct Answer Feedback

A.  Publicity is more expensive on a cost-per-contact basis than advertising.    

B.  Publicity is usually directly paid, and advertising is usually indirectly paid.    

 C.  Advertising is usually directly paid, and publicity is usually indirectly paid.       

D.  Advertising provides an immediate feedback loop, and publicity does not.    

E.  Publicity always has a much greater reach than advertising.    

 

50.   Which of the following statements describes a disadvantage associated with personal selling? 

 

  Student Response Value Correct Answer Feedback

A.  Presentations often provide little opportunity for consumer feedback.    

B.  Personal selling permits far too much wasted coverage.    

 C.  There may be inconsistency from one salesperson to another.       

D.  A salesperson cannot control to whom a presentation is made.    

E.  Personal selling is subject to extensive federal, state, and company regulation.    

 

51.   An advantage of publicity is its 

 

  Student Response Value Correct Answer Feedback

 A.  credibility.      

B.  control.    

C.  empathy.    

D.  intrusiveness.    

E.  high cost.    

 

52.   __________ is a short-term inducement of value offered to arouse interest in buying a good or service. 

 

  Student Response Value Correct Answer Feedback

A.  A public service announcement    

B.  Publicity    

C.  Advertising    

 D.  Sales promotion       

E.  Personal selling    

 

53.   Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution? 

 

  Student Response Value Correct Answer Feedback

A.  advertising    

 B.  personal selling       

C.  sales promotion    

D.  publicity    

E.  direct marketing    

 

54.   At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers? 

 

  Student Response Value Correct Answer Feedback

A.  introduction    

B.  growth    

 C.  maturity       

D.  incubation    

E.  decline    

 

55.   An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands? 

 

  Student Response Value Correct Answer Feedback

A.  introduction    

B.  growth    

 C.  maturity       

D.  incubation    

E.  decline    

 

56.   Like many consumer products manufacturers, Hallmark Cards provides its retailers with in-store displays and various selling strategies for its products. Because of this, Hallmark's retailers are excited about selling the products. In this example, Hallmark is using a __________ strategy. 

 

  Student Response Value Correct Answer Feedback

A.  intense    

 B.  push       

C.  inertia    

D.  exclusivity    

E.  pull    

 

57.   The best approach to promotion budgeting is the __________ budgeting, a method whereby a company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks. 

 

  Student Response Value Correct Answer Feedback

A.  percentage of sales    

B.  competitive parity    

C.  all-you-can-afford    

 D.  objective and task       

E.  relative scale    

 

58.   TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near populous centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence. 

 

  Student Response Value Correct Answer Feedback

A.  reminder    

B.  competitive    

 C.  pioneering       

D.  institutional    

E.  objective    

 

59.   __________ advertisements are competitive advertisements that show the relative strength of one brand over another. 

 

  Student Response Value Correct Answer Feedback

A.  Advocacy    

B.  Competitive institutional    

C.  Reminder    

 D.  Comparative     

E.  Differentiation    

 

60.   Gross rating points (GRPs) are 

 

  Student Response Value Correct Answer Feedback

 A.  reach multiplied by frequency.      

B.  reach multiplied by rating.    

C.  rating multiplied by frequency.    

D.  cost divided by reach.    

E.  cost divided by (reach multiplied by frequency).    

 

61.   A retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective? 

 

  Student Response Value Correct Answer Feedback

A.  better reach    

B.  more effective visuals    

C.  ads can be saved by consumers    

 D.  better segmentation capability    

E.  more effective in conveying complex information    

 

62.   As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors' offices, health clubs, or theaters—called: 

 

  Student Response Value Correct Answer Feedback

 A.  place-based media.       

B.  invasive placements.    

C.  electronic advertising.    

D.  product placements.    

E.  cooperative advertising.    

 

63.   As purchase frequency increases, what is an appropriate change in the advertising schedule? 

 

  Student Response Value Correct Answer Feedback

A.  Higher turnover leads to greater advertising.    

B.  The faster consumers forget an ad the more frequently advertising is needed.    

C.  The less frequently the product is purchased, the less advertising is required.    

D.  Purchase frequency is not related to the advertising schedule.    

 E.  The more frequently the product is purchased, the less advertising repetition is required.       

 

64.   A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is called a(n) 

  Student Response Value Correct Answer Feedback

A.  drip schedule.    

B.  blitz schedule.    

 C.  pulse schedule.       

D.  turnover schedule.    

E.  intermittent schedule.    

 

65.   While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Kodak redeemable only at Target stores. This ad is an example of 

A.  cooperative advertising.     

B.  a case allowance.    

C.  a finance allowance.    

 D.  a merchandise allowance.      

E.  specialty advertising.    

 

66.   Which of the following statements describes a role personal selling plays in an organization's marketing effort? 

  Student Response Value Correct Answer Feedback

A.  Salespeople are the critical link between organizations and the government.    

 B.  Salespeople match company interests with customer needs to satisfy both parties.       

C.  Salespeople play a dominant role in implementing an organization's pull strategy.    

D.  Salespeople monitor investments in R&D and production facilities.    

E.  Salespeople are only part of the organization in customers' eyes.    

 

67.   How does relationship selling create customer value? 

  Student Response Value Correct Answer Feedback

A.  by expressing periodic concerns about sizes of orders    

B.  by providing discounts based on the length of the customer relationship    

C.  by using a common sales promotion for each sales call    

 D.  by identifying creative solutions to customer problems       

E.  by doing all of the above    

 

68.   Which of the following statements describes a major drawback associated with canned sales presentations? 

  Student Response Value Correct Answer Feedback

A.  There is too little information provided with a canned sales presentation.    

B.  A canned sales presentation is difficult for inexperienced salespeople to use.    

 C.  A canned sales presentation allows little room for customer feedback. 100%      

D.  A canned sales presentation is too expensive and time consuming.    

E.  With a canned sales presentation, there is a lack of consistency if more than one salesperson calls on the same customer.    

 

69.   Consultative selling 

 A.  focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.       

B.  involves hiring sales experts or consultants to help an organization in its personal selling efforts.    

C.  is the activity involved in team selling.    

D.  emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.    

E.  involves adjusting the presentation by knowing when to offer solutions and when to ask for more information.    

 

70.   Bob Doe, known as "Battery Bob," is the national sales manager for Duracell batteries. Duracell has lost its market share lead to Eveready and the "Energizer Bunny." At present, Wal-Mart only carries Eveready batteries. Battery Bob has "knocked on the door" for three years trying to get a meeting with the Wal-Mart buyer for consumer electronics products. Last week, she agreed to one presentation of a new marketing and advertising program developed by Duracell to "make mince-meat out of that rabbit!" Based on the relationship developed thus far, Battery Bob believes Wal-Mart requires a unique presentation to convince it that Duracell markets not only a better battery, but that Duracell has the marketing savvy and creativity to surpass Eveready and resume its position as the market leader. Which of the following sales presentations would have the greatest likelihood of converting Wal-Mart into a customer? 

A.  suggestive selling    

B.  collaborative selling    

C.  formula selling    

D.  constructive selling    

 E.  adaptive selling       

 

71.   The three major tasks involved in the implementation stage of the sales management process are 

A.  salesforce recruitment and selection, salesforce training, and salesforce motivation and compensation.     

B.  developing account management policies, implementing the account management policies, correcting the account management policies.    

 C.  setting sales objectives, organizing the salesforce, and developing account management policies.      

D.  organizing the salesforce, quantitative assessment, and follow-up.    

E.  organizing the salesforce, setting motivational sales quotas, and evaluating the individual members of the salesforce.    

 

72.   __________ is identified as two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. 

A.  Multichannel marketing    

B.  Electronic commerce    

 C.  Interactive marketing       

D.  Electronic customer handling    

E.  Electronic relationship management    

 

73.   In terms of the online customer experience, context is defined as the 

A.  website's ability to tailor itself to different users or to allow users to personalize the website.    

 B.  website's aesthetic appeal and functional look and feel.       

C.  degree the website is linked to other websites.    

D.  text, pictures, sound, and videos that the website contains.    

E.  ways the website enables user-to-user communication.    

 

74.   A visitor to WWE.com will notice that all of the information contained on the website is website-generated. There are no links to other websites. The website provides frequently updated information on WWE wrestlers, matches, and licensed merchandise on a starry black background. The website is lacking __________, an element that influences the customer experience. 

A.  context    

B.  communication    

C.  commerce    

 D.  connection       

E.  content    

 

75.   The six reasons why consumers shop and buy online are 

A.  interest, intuitive, cost, control, flexibility, and customization.    

B.  customization, customerization, price, service, entertainment, and convenience.    

 C.  cost, convenience, customization, communication, control, and choice.       

D.  content, context, utility, entertainment, communication, and cost.    

E.  control, utility, interest, personalization, choice, and flexibility.