test Chap018 - Chapter 18 IMPLEMENTING INTERACTIVE AND...

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Unformatted text preview: Chapter 18 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Anytime, Anywhere, Anyway: The New Marketing Mantra (p. 387) 1, 2, Creating Customer Value, Relationships, & Experiences in the New Marketspace (pp. 388-393) 3, 4, 13, 15, 17, 18, 20, 22, 26, 27, 31, 32, 33, 35, 36, 37, 40, 43, 45, 118, 119 6, 7, 8, 10, 14, 16, 115, 116, 117 5, 9, 11, 12, 19, 21, 23, 24, 25, 28, 29, 30, 34, 38, 39, 41, 42, 44, 46, Online Consumer Behavior & Marketing Practice in Marketspace (pp. 393-399) 48, 49, 50, 54, 55, 56, 58, 63, 65, 66, 73, 75, 79, 84, 89, 123 47, 51, 52, 53, 57, 59, 60, 61, 67, 68, 69, 72, 74, 76, 80, 81, 82, 85, 86, 90, 91, 94, 95, 120, 121, 124, 126 62, 64, 70, 71, 77, 78, 83, 87, 88, 92, 93, 122, 125 MultiChannel Marketing to the Online Consumer (pp. 399-401) 96, 98, 99, 105, 106, 127, 128 100, 104, 109, 110, 129 97, 101, 102, 103, 107, 108, 111, 112, Video Case: AOL (pp. 403-405) 113, 114, 130 Note: Bold numbers indicate short essay questions. 1168 CHAPTER 18 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING MULTIPLE CHOICE QUESTIONS 18-1 STRAIGHT As CONCEPTUAL How has Internet/Web technology challenged marketers? a. to deliver to consumers more selection and service b. to deliver to consumers more quality and convenience c. to deliver to consumers more information d. to deliver to consumers more enjoyment e. to deliver to consumers all of the above Answer: e Page: 387 Rationale: Internet/Web technology has challenged marketers to deliver to consumers more (selection, service, quality, enjoyment, convenience, and information) for less (money, time, effort). In short the straight A customer value standard and marketing mantra applies: Anytime, Anywhere, Anyway! 18-2 STRAIGHT As CONCEPTUAL How has Internet/Web technology empowered consumers? a. to seek information b. to evaluate alternatives c. to make purchase decisions on their own terms d. to use less time for purchase e. to do all of the above Answer: e Page: 387 Rationale: Internet/Web technology has empowered consumers to seek information, evaluate alternatives, and make purchase decisions on their own terms and conditions, all in less time. In short the straight A customer value standard and marketing mantra applies: Anytime, Anywhere, Anyway! 1169 18-3 MARKETPLACE DEFINITION When buyers and sellers engage in exchange relationships in a tangible environment inhabited by people, facilities (stores and offices), and mostly tangible objects, they are in: a. the traditional marketplace....
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This note was uploaded on 04/04/2011 for the course MAR 2100 taught by Professor Joy during the Spring '11 term at Daytona State College.

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test Chap018 - Chapter 18 IMPLEMENTING INTERACTIVE AND...

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