Chap021 - CHAPTER 21 IMPLEMENTING INTERACTIVE AND...

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CHAPTER 21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING MULTIPLE CHOICE QUESTIONS 21-1 MARKETPLACE DEFINITION When buyers and sellers engage in exchange relationships in a tangible environment inhabited by people, facilities (stores and offices), and physical objects, they are in: a. the traditional marketplace. b. the marketspace. c. a e-commerce storefront. d. a virtual shopping mall. e. an exchange portal. Answer: a Page: 560 Other Locations: SG Rationale: Text term definition—the traditional marketplace 21-2 MARKETSPACE DEFINITION _____ is an information- and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunication technologies and digitized offerings. a. An extranet b. A power center c. The traditional marketplace d. The marketspace e. A portal exchange Answer: d Page: 560 Other Locations: W Rationale: Text term definition—the marketspace 21-3 MARKETSPACE APPLICATION Jennifer just bought a birthday gift for her best friend at www.Amazon.com. Where did this transaction occur? a. in the marketspace b. in the traditional marketplace c. at an ATM d. in a bricks-and-mortar store e. on a televised shopping network Answer: a Page: 560 Rationale: Amazon.com is a leading Internet retailer and the archetype of companies that compete in marketspace. 1213
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21-4 MARKETSPACE CONCEPTUAL The key difference between the traditional marketplace and the new marketspace is that the marketspace is a(n) _____ environment. a. tangible b. electronic c. completely transactional d. information-oriented e. marketing Answer: b Page: 560 Rationale: The marketspace is an information- and communication-based electronic exchange environment while the marketplace is a material environment. Both the marketspace and the marketplace are commercial exchange environments where marketing takes place. 21-5 E-COMMERCE AND CUSTOMER VALUE CREATION CONCEPTUAL Although the economic significance of electronic commerce is small compared to the traditional marketplace, it has captured the eye and imagination of marketers because the marketspace: a. will totally replace the traditional marketplace in the near future. b. is less competitive than the traditional marketplace. c. offers possibilities for customer value creation that exceed those of the traditional marketplace. d. mainly attracts male customers. e. all the above. Answer: c Page: 561 Other Locations: SG Rationale: Marketers believe that the possibilities for customer value creation, in the form of time, place, possession, and form utilities, are greater in the marketspace than in the traditional marketplace. 21-6 E-COMMERCE AND CUSTOMER VALUE CREATION CONCEPTUAL Which of the following characteristics of electronic commerce create customer value by contributing to time and place utility?
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Chap021 - CHAPTER 21 IMPLEMENTING INTERACTIVE AND...

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