Exam (elaborations)
BUSML 3250 Ch 17-18 Exam Questions with Latest Update
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BUSML 3250 Ch 17-18 Exam Questions with Latest Update
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BUSML 3250 Ch 17-18 Exam Questionswith Latest Update
Behavioral Targeting - Answer-Uses information provided by cookies to direct online
advertising from marketers to those online shoppers whose behavioral profiles suggest
they would be interested in such advertising.
Choice-board - Answer-An interactive, digitally enabled system that allows individual
customers to design their own products and services by answering a few questions and
choosing from a menu of product or service attributes (or components), prices, and
delivery options.
Collaborative Filtering (CF) - Answer-A process that automatically groups people with
similar buying intentions, preferences, and behaviors and predicts future purchases.
Cookies - Answer-Computer files that a marketer can download onto the computer and
mobile phone of an online shopper who visits the marketer's website.
Cross-Channel Consumer - Answer-A consumer who shops online but buys offline, or
shops offline but buys online.
Customerization - Answer-The growing practice of not only customizing a product or
service but also personalizing the marketing and overall shopping and buying
interaction for each customer.
Dynamic Pricing - Answer-The practice of changing prices for products and services in
real time in response to supply and demand conditions.
Eight-Second Rule - Answer-A view that customers will abandon their efforts to enter
and navigate a website if download time exceeds eight seconds.
Interactive Marketing - Answer-Two-way buyer-seller electronic communication in which
the buyer controls the kind and amount of information received from the seller.
Marketing Attribution - Answer-The practice and techniques used to credit or value a
particular channel and consumer touchpoint.
Online Consumers - Answer-The subsegment of all Internet users who employ this
technology to research products and services and make purchases.
Permission Marketing - Answer-The solicitation of a consumer's consent (called "opt-in")
to receive e-mail and advertising based on personal data supplied by the consumer.
, Personalization - Answer-The consumer-initiated practice of generating content on a
marketer's website that is custom tailored to an individual's specific needs and
preferences.
Show-rooming - Answer-The practice of examining products in a store and then buying
them online for a cheaper price.
Social Commerce - Answer-The use of social networks for browsing and buying.
Spam - Answer-Communications that take the form of electronic junk mail or unsolicited
e-mail.
Subscription Commerce - Answer-The payment of a fee to have products and services
delivered on a recurring schedule.
Viral Marketing - Answer-A digitally enabled promotional strategy that encourages
individuals to forward marketer-initiated messages to others via e-mail, social
networking websites, and blogs.
Web Communities - Answer-Websites that allow people to congregate online and
exchange views on topics of common interest.
Webrooming - Answer-The practice of examining products online and then buying them
in a store.
Advertising - Answer-Any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor.
All-you-can-afford budgeting - Answer-Allocating funds to promotion only after all other
budget items are covered.
Channel of Communication - Answer-The means (e.g., a salesperson, advertising
media, or public relations tools) of conveying a message to a receiver during the
communication process.
Communication - Answer-The process of conveying a message to others that requires
six elements: a source, a message, a channel of communication, a receiver, and the
processes of encoding and decoding.
Competitive Parity Budgeting - Answer-Allocating funds to promotion by matching the
competitor's absolute level of spending or the proportion per point of market share. Also
called "matching competitors or share of market."
Decoding - Answer-The process of having the receiver take a set of symbols, the
message, and transform them back to an idea during the communication process.
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