Question

0 out of 1 points
1
The major problem associated
with the use of customer metric
data is that:

Selected
Answer: [None
Given]
Correct
Answer: such data is
often not used.

Question 0 out of 1 points

2
About ____________ percent
of online retail customers buy
once and do not reutrn.

Selected
Answer: [None
Given]
Correct
Answer: 30

Question 0 out of 1 points

3
The cost of acquiring
customers for an online
apparel store is:

Selected
Answer: [None Given]

Correct
Answer: 20 to 40
percent lower
than for its offline
counterpart.

Question 0 out of 1 points

4
The commitment stage is
measured by all of the
following EXCEPT:

Selected
Answer: [None
Given]
Correct
Answer:
conversions
 During the marketing
opportunity assessment phase,
the internet marketer:

Selected
Answer: [None Given]

Correct
Answer: focuses upon
collecting
sufficient, relevant
market research
data.

Question 0 out of 1 points

2
Which of the following new skills does the Internet marketer share with ANY entrepreneur?

Selected
Answer: [None Given]

Correct Answer:
willingness to accept risk and ambiguity

Question 0 out of 1 points

3
Internet marketing is the latest way to:

Selected
Answer: [None Given]

Correct Answer:
instigate/consummate exchanges.

Question 0 out of 1 points

4
The MOST important factor in Internet marketing success is:

Selected
Answer: [None Given]

Correct Answer:
customer satisfaction.

Question 0 out of 1 points

5
The primary goal of internet marketing is to:

Selected
Answer: [None Given]
 Correct Answer:
build both on-line an doff-line customer relationships.

Question 0 out of 1 points

6
In a customer-centric environment, the Internet marketer must be proficient in:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

7
The internet marketer must be concerned with:

Selected
Answer: [None Given]

Correct Answer:
cross-channel impacts of his efforts.

Question 0 out of 1 points

8
Internet users like to pass the word on new offeringsassisting internet marketers in the
practice of _________________ marketing.

Selected
Answer: [None Given]

Correct Answer:
viral

Question 0 out of 1 points

9
Connection intensity may be evaluated by measuring the:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

10
Customer relationships:
 Selected
Answer: [None Given]

Correct Answer:
involve all of the above

Question 0 out of 1 points

11
All of the following statements about internet marketing are true EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
Segmentation has been made irrelevant by the internet.

Question 0 out of 1 points

12
Internet marketers may employ ___________________ in their efforts to balance one-on-one
marketing and mass marketing.

Selected
Answer: [None Given]

Correct Answer:
customized mass production

Question 0 out of 1 points

13
Internet marketing places new, and greater, emphasis upon:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

14
The BASIC goal of all marketing efforts is to provide:

Selected
Answer: [None Given]

Correct Answer:
satisfactions

Question 0 out of 1 points

15
Which of the following is BOTH a lever and an outcome of marketing activities?
 Selected
Answer: [None Given]

Correct Answer:
branding

Question 0 out of 1 points

16
Unprofitable customer relationships are logical targets for:

Selected
Answer: [None Given]

Correct Answer:
B. dissolution.

Question 0 out of 1 points

17
_________________ is best described as a set of interwoven relationships built upon shared
interests that satisfies member needs that are not attainable individually.

Selected
Answer: [None Given]

Correct Answer:
Community

Question 0 out of 1 points

18
Meaningful customer relationships are based on:

Selected
Answer: [None Given]

Correct Answer:
providing demonstrable added value.

Question 0 out of 1 points

19
Which of the following LEVER is MOST closely associated with building customer
awareness?

Selected
Answer: [None Given]

Correct Answer:
packaging

Question 0 out of 1 points

20
In the pricing area, the internet has been largely responsible for introducing:

Selected
Answer: [None Given]

Correct Answer:
dynamic pricing strategies.

Question 0 out of 1 points

21
The advent and growth of the Internet has created a(n):

Selected
Answer: [None Given]

Correct Answer:
customer-centric environment.

Question 22 0 out of 1 points

Basically, all marketersboth on- and off-linehave only ________________ to sell.

Selected
Answer: [None Given]

Correct Answer:
satisfaction
Question 1 0 out of 1 points
The most BASIC of the tasks involved in framing a market opportunity is:

Selected
Answer: [None Given]

Correct Answer:
identifying unmet or underserved needs.

Question 0 out of 1 points

2
Hybrid value is created by:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

3
The process of identifying unmet or under-served needs hopefully results in the discovery of
a(n):
 Selected
Answer: [None Given]

Correct Answer:
opportunity nucleus.

Question 0 out of 1 points

4
Which of the following segmentation techniques is MOST consistent with the philosophy of the
marketing concept?

Selected
Answer: [None Given]

Correct Answer:
benefits

Question 0 out of 1 points

5
On-line marketing requires all of the following modifications to traditional resource-system
logic EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
shift from segmentation to one-on-one marketing.

Question 0 out of 1 points

6
Market mapping are important because:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

7
Website loyalty and prior purchases are examples of variables that are most likely to be used
in ________________ segmentation.

Selected
Answer: [None Given]

Correct Answer:
behavioral
 Question 0 out of 1 points
8
A segmentation is meaningful if:

Selected
Answer: [None Given]

Correct Answer:
segments correlate to differences in profitability or cost to serve.

Question 0 out of 1 points

9
The consumer decision process is composed of ______________ activities.

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

10
The system of suppliers, distributors, competitors, buyers, and intermediaries that bring an
existing offering to market is called the:

Selected
Answer: [None Given]

Correct Answer:
value system.

Question 0 out of 1 points

11
A value cluster is composed of:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

12
A segmentation effort has produced actionable results of:

Selected
Answer: [None Given]

Correct Answer:
all of the above
 Question 0 out of 1 points
13
Basically, the marketers task is to:

Selected
Answer: [None Given]

Correct Answer:
better meet consumer needs.

Question 0 out of 1 points

14
Internet marketers are especially likely to employ _______________ in their segmentation
efforts.

Selected
Answer: [None Given]

Correct Answer:
clickographics

Question 0 out of 1 points

15
Image-elicited narrative techniques are based on the fact that:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

16
Which of the following is LEAST likely to be used in isolation as a segmentation variable?

Selected
Answer: [None Given]

Correct Answer:
psychographics

Question 0 out of 1 points

17
Firms that do not currently offer products/services that are direct substitutesbut, have the
potential to quickly to do soare called:

Selected
Answer: [None Given]

Correct Answer:
adjacent competitors.
 Question 0 out of 1 points
18
The use of the internet as a tool for mass customization has allowed marketers to offer:

Selected
Answer: [None Given]

Correct Answer:
a new-to-the world value.

Question 0 out of 1 points

19
By creating more efficient markets and/or more efficient market systems, a firm is able to:

Selected
Answer: [None Given]

Correct Answer:
release trapped value.

Question 0 out of 1 points

20
The quality of a resource system is assessed through:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

21
In assessing its value proposition, a firm should consider:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

22
Empathetic research is used to produce all of the following types of consumer information
EXCEPT:

Selected
Answer: [None Given]
 Correct Answer:
customer demographics

Question 0 out of 1 points

23
Firms that relate to each other as BOTH competitors AND collaborators are described as
engaged in:

Selected
Answer: [None Given]

Correct Answer:
co-opetition.

Question 0 out of 1 points

24
The resources that a firm may bring to bear upon a market segment include all of the
following EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
external resources.

Question 25 0 out of 1 points

The discrete collection of individual and organizational activities and assets that, taken
together, create organizational capabilities defines a(n):

Selected
Answer: [None Given]

Correct Answer:
resource system.
Question 1 0 out of 1 points
Firms often use _________________ to define the ideal product position.

Selected
Answer: [None Given]

Correct Answer:
perceputal mapping

Question 0 out of 1 points

2
Which of the following internet impacts upon segmentation characteristics is LEAST likely?

Selected
Answer: [None Given]
 Correct Answer:
no change

Question 0 out of 1 points

3
Goals may be mis-aligned as a result of:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

4
As the internet encourages finer gradations of segmentation, marketing strategy:

Selected
Answer: [None Given]

Correct Answer:
will increasingly shift toward one-on-one marketing.

Question 0 out of 1 points

5
Implementation alignment focuses primarily upon:

Selected
Answer: [None Given]

Correct Answer:
execution.

Question 0 out of 1 points

6
Effective segmentation must be:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

7
A firm should consider adding internet marketing to its marketing plan if:

Selected
Answer: [None Given]
 Correct Answer:
any, or all, of the above

Question 0 out of 1 points

8
Business unit and marketing strategy should be aligned with regard to:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

9
Little, or no, difference is made between online and offline market segments under:

Selected
Answer: [None Given]

Correct Answer:
blanket positioning.

Question 0 out of 1 points

10
A firm facing newcomers employing an imitative strategy may respond with a
______________ strategy-even at the cost of cannibalizing sales.

Selected
Answer: [None Given]

Correct Answer:
defensive

Question 0 out of 1 points

11
The attractiveness of a segment is typically evaluated on the basis of:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

12
The advent of the internet:
 Selected
Answer: [None Given]

Correct Answer:
enhanced the importance of segmentation.

Question 0 out of 1 points

13
Smaller firms forced to compete in a segment with larger, entrenched competitors is likely to
employ:

Selected
Answer: [None Given]

Correct Answer:
imitative positioning.

Question 0 out of 1 points

14
Traditionally, marketing strategy consists of:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

15
The shifting of resources from existing segments to other, more attractive segments is
described by the term:

Selected
Answer: [None Given]

Correct Answer:
crossover.

Question 0 out of 1 points

16
A firm seeking to appeal to more than one purchase motive is likely to employ:

Selected
Answer: [None Given]

Correct Answer:
hybrid positioning.

Question 0 out of 1 points

17
 Usage rate, benefits sought, usage rate, loyalty status, and product attitudes are elements of
segmentation on a _______________ basis.

Selected
Answer: [None Given]

Correct Answer:
cognitive/behavioral

Question 0 out of 1 points

18
Order fulfillment, marketing communications, customer service, and pricing are elements in
the firms attempts to achieve ______________ alignment.

Selected
Answer: [None Given]

Correct Answer:
activity

Question 0 out of 1 points

19
The process of identifying and selecting the segment(s) that are most attractive to a firm is
called:

Selected
Answer: [None Given]

Correct Answer:
targeting.

Question 0 out of 1 points

20
A firm may enter online marketing even if the online market is currently small under:

Selected
Answer: [None Given]

Correct Answer:
beachhead targeting.

Question 0 out of 1 points

21
The traditional building blocks of segmentation, target market selection, and positioning are
key elements of:

Selected
Answer: [None Given]

Correct Answer:
marketing strategy.
 Question 0 out of 1 points
22
Buyer readiness/attitude are key factors in segment:

Selected
Answer: [None Given]

Correct Answer:
prioritization.

Question 0 out of 1 points

23
The division of customers into large, identifiable, groups that are similar with regard to
specified characteristics is at the core of:

Selected
Answer: [None Given]

Correct Answer:
segmentation.

Question 0 out of 1 points

24
The firms marketing mix is composed of all of the following EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
positioning.

Question 25 0 out of 1 points

New, highly specialized firms are MOST likely to employ a _________________ strategy.

Selected
Answer: [None Given]

Correct Answer:
niche-market
Question 1 0 out of 1 points
The BEST way to classify consumers according to the hierarchy of customer experience is
to:

Selected
Answer: [None Given]

Correct Answer:
allow consumers to classify themselves.
 Question 0 out of 1 points
2
Once customers have been classified;

Selected
Answer: [None Given]

Correct Answer:
the firm must monitor their efforts to move them.

Question 0 out of 1 points

3
E-Bay evangelists:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

4
The first step in designing a customer experience requires:

Selected
Answer: [None Given]

Correct Answer:
developing a deep understanding of the target customer.

Question 0 out of 1 points

5
The intimacy of the consumer experience is revealed by all of the following except:

Selected
Answer: [None Given]

Correct Answer:
superior functionality.

Question 0 out of 1 points

6
While performing the basics is considered to be a given, performing them well may increase a
firms profitability by:

Selected
Answer: [None Given]

Correct Answer:
50 percent.
 Question 0 out of 1 points
7
Consumer experience is unique to each individual because it is based upon:

Selected
Answer: [None Given]

Correct Answer:
perception.

Question 0 out of 1 points

8
All of the following are stages of the customer experience hierarchy EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
purchase.

Question 0 out of 1 points

9
Typically, loyal/committed users are convinced that a firm or site offers:

Selected
Answer: [None Given]

Correct Answer:
comparable performance.

Question 0 out of 1 points

10
Functionality is the basic component of the:

Selected
Answer: [None Given]

Correct Answer:
objective element.

Question 0 out of 1 points

11
The ______________ element focuses upon both tactical design decisions and the higher-
order strategy choices of the firm.

Selected
Answer: [None Given]

Correct Answer:
reactions-to-stimuli
 Question 0 out of 1 points
12
Customers that have highly internalized the value of a site and desire to share that
experience with others are BEST described as:

Selected
Answer: [None Given]

Correct Answer:
evangelists.

Question 0 out of 1 points

13
The BEST way to bring mutual benefits to both customers and company is the:

Selected
Answer: [None Given]

Correct Answer:
customer-centric approach.

Question 0 out of 1 points

14
Evangelists:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

15
E-Bay courts its evangelists by:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

16
The _______________ element is composed of both process and output measures.

Selected
Answer: [None Given]

Correct Answer:
encounter
 Question 0 out of 1 points
17
Evangelists:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

18
Personalization occurs during the:

Selected
Answer: [None Given]

Correct Answer:
intimacy stage.

Question 0 out of 1 points

19
The experience hierarchy:

Selected
Answer: [None Given]

Correct Answer:
is described by all of the above.

Question 0 out of 1 points

20
A site that is capable of flexibly accommodating each individual user is said to rate high on
the factor of:

Selected
Answer: [None Given]

Correct Answer:
customization.

Question 0 out of 1 points

21
The E-Bay experience was created by:

Selected
Answer: [None Given]

Correct Answer:
listening to consumers.
 Question 0 out of 1 points
22
Which of the following activities are charged with fulfilling the promises made by an internet
marketer?

Selected
Answer: [None Given]

Correct Answer:
back-office activities

Question 0 out of 1 points

23
All of the above are elements of the customer experience EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
purchase.

Question 0 out of 1 points

24
Potential site users who currently contend themselves with reading message boards or other
community postings designed to force emotional ties are called:

Selected
Answer: [None Given]

Correct Answer:
lurkers.

Question 25 0 out of 1 points

The BEST way to evaluate an online experience is provided through the:

Selected
Answer: [None Given]

Correct Answer:
relative element.

Question 1 0 out of 1 points

According to the factor of __________________ multimedia should be used sparinglyor not
at all.

Selected
Answer: [None Given]
 Correct Answer:
context

Question 0 out of 1 points

2
In order to retain site visitors, a site designer would seek to maximize:

Selected
Answer: [None Given]

Correct Answer:
pathways in.

Question 0 out of 1 points

3
Web marketers may automatically notify customers when a desired product is back in stock by
using:

Selected
Answer: [None Given]

Correct Answer:
agents.

Question 0 out of 1 points

4
Which of the following is used in an effort to recruit viral marketers?

Selected
Answer: [None Given]

Correct Answer:
freeware

Question 0 out of 1 points

5
Regular site updating is recommended by which of the following 7Cs?

Selected
Answer: [None Given]

Correct Answer:
content.

Question 0 out of 1 points

6
According to the factor of _______________, sites should be used to facilitate user interaction
and/or modification.
 Selected
Answer: [None Given]

Correct Answer:
customization

Question 0 out of 1 points

7
The aesthetics of a site is BEST described as a form of:

Selected
Answer: [None Given]

Correct Answer:
emotional appeal.

Question 0 out of 1 points

8
The BEST source for site design assistance is:

Selected
Answer: [None Given]

Correct Answer:
customers.

Question 0 out of 1 points

9
The question of what to present on a site is the subject of:

Selected
Answer: [None Given]

Correct Answer:
content.

Question 0 out of 1 points

10
Tailoring and personalization are the two basic forms of:

Selected
Answer: [None Given]

Correct Answer:
customization.

Question 0 out of 1 points

11
Order tracking and customer service is an integral part of:
 Selected
Answer: [None Given]

Correct Answer:
commerce.

Question 0 out of 1 points

12
All of the following are primary concerns in the layout of a site EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
section aesthetics.

Question 0 out of 1 points

13
The set of interwoven relationships built upon shared interests is called:

Selected
Answer: [None Given]

Correct Answer:
community.

Question 0 out of 1 points

14
Stock quotes and/or news items are common examples of:

Selected
Answer: [None Given]

Correct Answer:
outsourced content.

Question 0 out of 1 points

15
My eBay is eBays means of providing:

Selected
Answer: [None Given]

Correct Answer:
customization.

Question 0 out of 1 points

16
Fit and reinforcement are primary tools to achieve:
 Selected
Answer: [None Given]

Correct Answer:
synergy.

Question 0 out of 1 points

17
Which of the following 7Cs does eBay seek to minimize:

Selected
Answer: [None Given]

Correct Answer:
connection.

Question 0 out of 1 points

18
Site users may be tracked through the use of:

Selected
Answer: [None Given]

Correct Answer:
agents.

Question 0 out of 1 points

19
Which of the following has the BEST chance of creating viral marketers?

Selected
Answer: [None Given]

Correct Answer:
community

Question 0 out of 1 points

20
The four dimensions of content include all of the following EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
communication mix.

Question 0 out of 1 points

21
The aesthetics/functional look-and-feel of a site is captured by its:
 Selected
Answer: [None Given]

Correct Answer:
context.

Question 0 out of 1 points

22
The ability of eBay to host millions of simultaneous auctions proves that the firm is an expert
in:

Selected
Answer: [None Given]

Correct Answer:
communication.

Question 0 out of 1 points

23
eBays offering mix focuses on:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

24
The ease with which a site can be navigated by users is described as:

Selected
Answer: [None Given]

Correct Answer:
usability.

Question 25 0 out of 1 points

eBay has positioned itself as a(n):

Selected
Answer: [None Given]

Correct Answer:
ultimate destination.
Question 1 0 out of 1 points
In a(n) _____________ relationship, partners simply give one thing to get another.

Selected
Answer: [None Given]
 Correct Answer:
exchange

Question 0 out of 1 points

2
Which of the following is a PRODUCT factor related to involvement?

Selected
Answer: [None Given]

Correct Answer:
level of symbolism

Question 0 out of 1 points

3
The buyer-seller relationship is MOST similar to a:

Selected
Answer: [None Given]

Correct Answer:
marriage.

Question 0 out of 1 points

4
Frequency of interaction is a useful indicator of:

Selected
Answer: [None Given]

Correct Answer:
interaction intensity.

Question 0 out of 1 points

5
A two-way flow of communication is at the core of:

Selected
Answer: [None Given]

Correct Answer:
interaction.

Question 0 out of 1 points

6
All of the following are aspects of long-term buyer-seller relationships that increase profitability
except:
 Selected
Answer: [None Given]

Correct Answer:
increased service demands.

Question 0 out of 1 points

7
In the _______________ stage, the parties to a relationship feel a sense of duty or obligation
to one another.

Selected
Answer: [None Given]

Correct Answer:
commitment

Question 0 out of 1 points

8
Which of the following industries has led the way in the study of customer profitability?

Selected
Answer: [None Given]

Correct Answer:
banking

Question 0 out of 1 points

9
All of the following are stages in the customer-business relationship EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
dissipation

Question 0 out of 1 points

10
The bond, or connection, between a firm and its customers is called a(n):

Selected
Answer: [None Given]

Correct Answer:
relationship.

Question 0 out of 1 points

11
The challenge of ANY broadcast mediumincluding the internetis the achievement of:
 Selected
Answer: [None Given]

Correct Answer:
high-individualization.

Question 0 out of 1 points

12
Behavioral guidesoften supported by a precise system of rewards and punishmentsare
called:

Selected
Answer: [None Given]

Correct Answer:
norms.

Question 0 out of 1 points

13
Advertising is most effective in assisting in which of the following relationship stages?

Selected
Answer: [None Given]

Correct Answer:
awareness

Question 0 out of 1 points

14
A marketer may encourage unprofitable customers to select which of the following
relationship stages?

Selected
Answer: [None Given]

Correct Answer:
dissolution

Question 0 out of 1 points

15
Commitment is indicated by:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

16
The ability to influence is termed:

Selected
Answer: [None Given]

Correct Answer:
power.

Question 0 out of 1 points

17
The necessary basis for ANY relationship is:

Selected
Answer: [None Given]

Correct Answer:
trust.

Question 0 out of 1 points

18
The extent to which a relationship relates consumers values, interests, or needs is measured
by:

Selected
Answer: [None Given]

Correct Answer:
involvement.

Question 0 out of 1 points

19
Service costs and complexity is increasedand service speed may be slowedby efforts to
enhance:

Selected
Answer: [None Given]

Correct Answer:
personalization.

Question 0 out of 1 points

20
The majority of marketing transactions are BEST described as examples of:

Selected
Answer: [None Given]

Correct Answer:
situational involvement.
 Question 0 out of 1 points
21
Which of the following types of relationships is, in its purest form, altruistic?

Selected
Answer: [None Given]

Correct Answer:
communal

Question 0 out of 1 points

22
Revenue-sharing alliances require both parties to invest time and resources in:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

23
The use of a sampling program is MOST consistent with which of the following relationship
stages?

Selected
Answer: [None Given]

Correct Answer:
exploration

Question 0 out of 1 points

24
Involvement is the result of:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 25 0 out of 1 points

Customer loyalty is based upon:

Selected
Answer: [None Given]

Correct Answer:
understanding/responding to desires.
Question 1 0 out of 1 points
 Golf clubs and balls are examples of:

Selected
Answer: [None Given]

Correct Answer:
complementary products.

Question 0 out of 1 points

2
The traditional level for building customer commitment and ongoing customer dialogue is:

Selected
Answer: [None Given]

Correct Answer:
postsales support

Question 0 out of 1 points

3
Model, or working versions, of potential products are called:

Selected
Answer: [None Given]

Correct Answer:
prototypes.

Question 0 out of 1 points

4
Attempts to persuade dissatisfied customers to migrate to other products/versions is typically
used to avert:

Selected
Answer: [None Given]

Correct Answer:
dissolution.

Question 0 out of 1 points

5
A firm may conduct ________________ as a form of failure insurance or dress rehearsal.

Selected
Answer: [None Given]

Correct Answer:
test marketing

Question 0 out of 1 points

6
Firms which offer sets of related goods at a special price are employing:

Selected
Answer: [None Given]

Correct Answer:
bundling.

Question 0 out of 1 points

7
A strong product portfolio contains:

Selected
Answer: [None Given]

Correct Answer:
all of the above

Question 0 out of 1 points

8
The key to rapid cycle time is:

Selected
Answer: [None Given]

Correct Answer:
modularity.

Question 0 out of 1 points

9
Web sites seek to encourage stickiness by emphasizing:

Selected
Answer: [None Given]

Correct Answer:
personalization.

Question 0 out of 1 points

10
Many airlines and hotels offer last-minute discounts in an effort to deal with the
______________________ of their products.

Selected
Answer: [None Given]

Correct Answer:
perishability
 Question 0 out of 1 points
11
The product life cycle is composed of all of the following stages, EXCEPT:

Selected
Answer: [None Given]

Correct Answer:
dissolution.

Question 0 out of 1 points

12
The first line of defense against dissolution is:

Selected
Answer: [None Given]

Correct Answer:
customer care departments.

Question 0 out of 1 points

13
The internet offers unique augmentations for:

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Answer: [None Given]

Correct Answer:
all of the above

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14
The ideal candidate for customization is:

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Answer: [None Given]

Correct Answer:
information.

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15
The MOST basic characteristic of services is:

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Answer: [None Given]

Correct Answer:
intangibility.
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16
The failure of a customer relationship is marked by:

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Answer: [None Given]

Correct Answer:
dissolution.

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17
Firms which emphasize the generation of as many product ideas as possible without filtering
them in any way is called:

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Answer: [None Given]

Correct Answer:
divergent thinking.

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18
Which of the following is MOST important in competition?

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Answer: [None Given]

Correct Answer:
the augmented product

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19
The fundamental value offered by a product is its:

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Answer: [None Given]

Correct Answer:
core benefit.

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20
As a result of _______________ demand, firms may be able to sell products that they could
not profitably market otherwise.

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Answer: [None Given]

Correct Answer:
aggregates
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21
The goal of involving customers in all stages of the marketing process is called: .

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Answer: [None Given]

Correct Answer:
customierization.

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22
The internet has had its greatest impact upon:

Selected
Answer: [None Given]

Correct Answer:
customer care.

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23
Which of the following is MOST likely to produce successful new products?

Selected
Answer: [None Given]

Correct Answer:
customer-driven product development.

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24
The key lever to professional dissolution is:

Selected
Answer: [None Given]

Correct Answer:
customer care.

Question 25 0 out of 1 points

The 20% of a firms customers that are truly committed to its products typically account for
__________________ of its profits.

Selected
Answer: [None Given]

Correct Answer:
80%
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Based on cost-effectiveness alone, a marketer would emphasize:

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Answer: [None Given]

Correct Answer:
search engine positioning.

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2
Products depending upon taste, sound, sight, or touch are sold on the basis of:

Selected
Answer: [None Given]

Correct Answer:
hedonic benefits.

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3
For maximum lever impact, marketers should emphasize:

Selected
Answer: [None Given]

Correct Answer:
interaction effects.

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4
E-Bays success is primarily the result of:

Selected
Answer: [None Given]

Correct Answer:
listening to its customers.

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5
The MOST basic requirement for a successful product is:

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Answer: [None Given]

Correct Answer:
functional benefits.

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6
Customers who enjoy a relationship with a firm:

Selected
Answer: [None Given]

Correct Answer:
all of the above

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7
The MOST important input in designing a marketspace matrix is:

Selected
Answer: [None Given]

Correct Answer:
customer knowledge.

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8
E-Bay launched its first television advertising campaign in:

Selected
Answer: [None Given]

Correct Answer:
2000.

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9
Individualization relies heavily upon:

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Answer: [None Given]

Correct Answer:
mass customization.

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10
Positioning:

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Answer: [None Given]

Correct Answer:
occurs in the mind of the consumer.

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11
Firms that fail to establish a differentiated, superior product position:

Selected
Answer: [None Given]

Correct Answer:
all of the above

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12
The (positive) reaction of others to a product is described as a(n):

Selected
Answer: [None Given]

Correct Answer:
symbolic benefit.

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13
Firms are best positioned to maintain a competitive advantage by selecting levers that are:

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Answer: [None Given]

Correct Answer:
consistent with the firms superior skills/resources.

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14
Lever selection is influence by:

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Answer: [None Given]

Correct Answer:
all of the above

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15
Originally, e-bay achieved awareness through:

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Answer: [None Given]

Correct Answer:
novelty.

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16
In the 1998-1999 period, e-bay shifted emphasis toward developing:

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Answer: [None Given]

Correct Answer:
commitment.

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17
Superior value is based on:

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Answer: [None Given]

Correct Answer:
all of the above

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18
The design/creation of a marketspace matrix begins with:

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Answer: [None Given]

Correct Answer:
all of the above

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19
Targeting:

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Answer: [None Given]

Correct Answer:
all of the above

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20
Loyalty programs:

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Answer: [None Given]

Correct Answer:
all of the above

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21
The marketer may use __________________ as a tool for identifying the most appropriate
levers to move customers through relationship stages.

Selected
Answer: [None Given]

Correct Answer:
marketspace matrix

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22
A firms relationship with its customers may be:

Selected
Answer: [None Given]

Correct Answer:
all of the above

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23
All of the following are indirect communication levers EXCEPT:

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Answer: [None Given]

Correct Answer:
advertising.

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24
The purpose of the marketspace matrix is to facilitate a(n):

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Answer: [None Given]

Correct Answer:
customer-centric approach.

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25
Today, e-bay is:

Selected
Answer: [None Given]

Correct Answer:
all of the above