CHAPTER 21: MASTER TEST BANK
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Test Item Table by Major Section of the Chapter and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)
Major Section Level 1 Level 2 Level 3
of the Chapter Knowledge Comprehension Application
(Knows Basic (Understands Concepts & (Applies
Terms & Facts) Principles) Principles)
Chapter Opener: 1, 2, 3, 5, 6
Seven Cycles
(pp. 544-545)
Creating 8, 9, 28, 31, 38, 39, 42, 7, 10, 12, 13, 14, 15, 16, 17, 18, 20, 4, 11, 19, 22, 24,
Customer Value, 43, 44, 46, 47, 48, 49, 55, 21, 23, 26, 27, 29, 30, 32, 40, 41, 50, 25, 33, 34, 35,
56, 57, 58, 71, 72, 76, 77, 51, 52, 59, 60, 61, 62, 63, 64, 65, 66, 36, 37, 45, 53,
Relationships,
78, 79, 81, 82, 83, 87, 88, 67, 68, 69, 70, 73, 74, 80, 86, 89, 90, 54, 75, 84, 85,
and Experiences 91, 94, 95, 97, 98 92, 99, 100 93, 96, 101, 102
in Marketspace
264 265, 266, 268, 269 267
(pp. 546-551)
Online 103, 115, 118, 120, 123, 104, 105, 107, 108, 109, 110, 111, 112, 106, 146, 147,
Consumer 126, 128, 130, 131, 150, 113, 114, 116, 117, 119, 121, 122, 124, 148, 156, 160,
152, 153, 157, 158, 159, 125, 127, 129, 132, 133, 134, 135, 193, 194, 195,
Behavior and
161, 162, 165, 166, 168, 136, 137, 138, 139, 140, 141, 142, 200, 208
Marketing 170, 175, 176, 179, 180, 143, 144, 145, 149, 151, 154, 155, 274, 278
Practice in 181, 182, 184, 185, 188, 163, 164, 167, 169, 171, 172, 173,
Marketspace 189, 196, 202, 203, 204, 174, 177, 178, 183, 186, 187, 190,
(pp. 551-560) 205, 209 191, 192, 197, 198, 199, 201, 206,
273, 275 207, 210, 211, 212, 213, 214, 215,
216, 217
270, 271, 272, 276, 277, 279
Cross-Channel 218, 219, 220, 223, 224, 221, 222, 228, 233, 234, 235, 237, 229, 230, 231,
Shoppers and 225, 226, 227, 232, 236, 238, 243, 244, 247, 248 239, 240, 245,
241, 242 281, 282 246
Multichannel
Marketing 280
(pp. 560-562)
Video Case 21: 249, 250, 251, 252, 253, 254, 255,
Pizza Hut and 256, 257, 258, 259, 260, 261, 262, 263
imc2 283
(pp. 564-567)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
, CHAPTER 21: MASTER TEST BANK
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Test Item Table by Learning Objective and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)
Learning Objective Level 1 Level 2 Level 3
(LO) Knowledge Comprehension Application
(Knows Basic (Understands Concepts (Applies
Terms & Facts) & Principles) Principles)
LO1 Describe what 8, 9, 28, 31, 38, 39, 1, 2, 3, 5, 6, 7, 10, 12, 13, 4, 11, 19, 22, 24,
interactive marketing 42, 43, 44, 46, 47, 14, 15, 16, 17, 18, 20, 21, 25, 33, 34, 35, 36,
48, 49, 55, 56, 57, 23, 26, 27, 29, 30, 32, 40, 37, 45, 53, 54, 75,
is and how it creates
58, 71, 72, 76, 77, 41, 50, 51, 52, 59, 60, 61, 84, 85, 93, 96, 101,
customer value, 78, 79, 81, 82, 83, 62, 63, 64, 65, 66, 67, 68, 102
customer 87, 88, 91, 94, 95, 69, 70, 73, 74, 80, 86, 89, 267
relationships, and 97, 98 90, 92, 99, 100, 255, 256,
customer experiences. 264 257, 258, 259, 260, 261
(pp. 546-551) 265, 266, 268, 269, 283
LO2 Identify the 103, 115, 118, 120, 104, 105, 107, 108, 109, 106
demographic and 123, 126, 128, 130, 110, 111, 112, 113, 114, 116,
131 117, 119, 121, 122, 124, 125,
lifestyle profile of
127, 129, 132, 133, 134, 262
online consumers.
270, 271
(pp. 551-554)
LO3 Explain why certain 135, 136, 137, 138, 139,
types of products and 140, 141, 142
services are 272
particularly suited for
interactive marketing.
(pp. 554-555)
LO4 Describe why 150, 152, 153, 157, 143, 144, 145, 149, 151, 146, 147, 148, 156,
consumers shop and 158, 159, 161, 162, 154, 155, 163, 164, 167, 160, 193, 194, 195,
165, 166, 168, 170, 169, 171, 172, 173, 174, 200, 208
buy online and how
175, 176, 179, 180, 177, 178, 183, 186, 187, 274, 278
marketers influence 181, 182, 184, 185, 190, 191, 192, 197, 198,
online purchasing 188, 189, 196, 202, 199, 201, 206, 207, 210,
behavior. 203, 204, 205, 209 211, 212, 213, 214, 215,
(pp. 555-560) 273, 275 216, 217
276, 277, 279
LO5 Define cross-channel 218, 219, 220, 223, 221, 222, 228, 233, 234, 229, 230, 231, 239,
shoppers and the role 224, 225, 226, 227, 235, 237, 238, 243, 244, 240, 245, 246
232, 236, 241, 242 247, 248, 249, 250, 251, 280
of transactional and
252, 253, 254, 263
promotional websites
281, 282
in reaching these
shoppers.
(pp. 560-562)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
, CHAPTER 21: MASTER TEST BANK
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
MULTIPLE CHOICE QUESTIONS
21-1 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles’ motto, “One Bike. Yours.” reflects the company’s
a. reputation for customized detailing of the finest motorcycles in competitive racing.
b. commitment to incorporating individual customer input for every single bike.
c. lifetime warranty for each and every bike it makes.
d. promise that customers can always find the bike they want from the company’s catalog of
stock designs.
e. promise to restore any bicycle, regardless of age or condition.
Answer: b Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven Cycles is the largest custom bicycle frame builder. The company produces a
broad range of road, mountain, cyclocross, tandem, touring, singlespeed, and commuter bikes
annually, and no two bikes are exactly alike. Seven Cycles focuses its attention on each
customer’s unique cycling experience through optimum fit, function, performance, and comfort
of his or her very own bike.
21-2 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles’ business model includes the Internet, which enables customers to collaborate on
the bike design using the company’s __________ fitting system that considers the rider’s size,
aspirations, and riding habits.
a. Rider Kit
b. Cyclo Kit
c. Custom Kit
d. Proviso Kit
e. Seven Fit
Answer: c Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven Cycles uses a collaborative system called Custom Kit, which makes each bike
unique to each rider’s specifications.
21-3 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles uses _________ to create customer value, build relationships, and produce
customer experiences in novel ways.
a. the Internet
b. just-in-time delivery
c. marketing dashboards
d. logistics management
e. customer relationship management
3
, Answer: a Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven’s business model includes the Internet that enables customers to custom-build
their bikes.
21-4 CHAPTER OPENER: SEVEN CYCLES APPLICATION
Customers can build their own bicycle at SevenCycles.com by answering a few questions and
choosing from a menu of product attributes, prices, and delivery options. The design of a precise
bicycle is made possible through the use of a _________.
a. seller menu
b. seller cookie
c. content screen
d. choiceboard
e. collaborative filter
Answer: d Page(s): 545, 548 LO: 1 AACSB: Analytic QD: Hard
Rationale: Seven Cycles use a choiceboard, which is an Internet-enabled system that allows
individual customers to design their own products by answering a few questions and choosing
from a menu of product attributes, prices, and delivery systems.
21-5 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles has a __________ with its 233 authorized dealers and distributors.
a. contentious relationship
b. life reciprocity agreement
c. joint partnership
d. franchise contract
e. collaborative relationship
Answer: e Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: The customization process that Seven Cycles uses and continuous feedback make for
a collaborative relationship between Seven Cycles, its 233 authorized dealers and distributors,
and its customers in 40 countries.
21-6 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
The greatest marketspace opportunity for Seven Cycles lies in its potential for creating
_________.
a. form utility
b. time utility
c. price utility
d. place utility
e. possession utility
Answer: a Page(s): 545, 547 LO: 1 AACSB: Analytic QD: Medium
Rationale: The greatest marketspace opportunity for Seven Cycles lies in its potential for
creating form utility.
-4-
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Test Item Table by Major Section of the Chapter and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)
Major Section Level 1 Level 2 Level 3
of the Chapter Knowledge Comprehension Application
(Knows Basic (Understands Concepts & (Applies
Terms & Facts) Principles) Principles)
Chapter Opener: 1, 2, 3, 5, 6
Seven Cycles
(pp. 544-545)
Creating 8, 9, 28, 31, 38, 39, 42, 7, 10, 12, 13, 14, 15, 16, 17, 18, 20, 4, 11, 19, 22, 24,
Customer Value, 43, 44, 46, 47, 48, 49, 55, 21, 23, 26, 27, 29, 30, 32, 40, 41, 50, 25, 33, 34, 35,
56, 57, 58, 71, 72, 76, 77, 51, 52, 59, 60, 61, 62, 63, 64, 65, 66, 36, 37, 45, 53,
Relationships,
78, 79, 81, 82, 83, 87, 88, 67, 68, 69, 70, 73, 74, 80, 86, 89, 90, 54, 75, 84, 85,
and Experiences 91, 94, 95, 97, 98 92, 99, 100 93, 96, 101, 102
in Marketspace
264 265, 266, 268, 269 267
(pp. 546-551)
Online 103, 115, 118, 120, 123, 104, 105, 107, 108, 109, 110, 111, 112, 106, 146, 147,
Consumer 126, 128, 130, 131, 150, 113, 114, 116, 117, 119, 121, 122, 124, 148, 156, 160,
152, 153, 157, 158, 159, 125, 127, 129, 132, 133, 134, 135, 193, 194, 195,
Behavior and
161, 162, 165, 166, 168, 136, 137, 138, 139, 140, 141, 142, 200, 208
Marketing 170, 175, 176, 179, 180, 143, 144, 145, 149, 151, 154, 155, 274, 278
Practice in 181, 182, 184, 185, 188, 163, 164, 167, 169, 171, 172, 173,
Marketspace 189, 196, 202, 203, 204, 174, 177, 178, 183, 186, 187, 190,
(pp. 551-560) 205, 209 191, 192, 197, 198, 199, 201, 206,
273, 275 207, 210, 211, 212, 213, 214, 215,
216, 217
270, 271, 272, 276, 277, 279
Cross-Channel 218, 219, 220, 223, 224, 221, 222, 228, 233, 234, 235, 237, 229, 230, 231,
Shoppers and 225, 226, 227, 232, 236, 238, 243, 244, 247, 248 239, 240, 245,
241, 242 281, 282 246
Multichannel
Marketing 280
(pp. 560-562)
Video Case 21: 249, 250, 251, 252, 253, 254, 255,
Pizza Hut and 256, 257, 258, 259, 260, 261, 262, 263
imc2 283
(pp. 564-567)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
, CHAPTER 21: MASTER TEST BANK
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Test Item Table by Learning Objective and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)
Learning Objective Level 1 Level 2 Level 3
(LO) Knowledge Comprehension Application
(Knows Basic (Understands Concepts (Applies
Terms & Facts) & Principles) Principles)
LO1 Describe what 8, 9, 28, 31, 38, 39, 1, 2, 3, 5, 6, 7, 10, 12, 13, 4, 11, 19, 22, 24,
interactive marketing 42, 43, 44, 46, 47, 14, 15, 16, 17, 18, 20, 21, 25, 33, 34, 35, 36,
48, 49, 55, 56, 57, 23, 26, 27, 29, 30, 32, 40, 37, 45, 53, 54, 75,
is and how it creates
58, 71, 72, 76, 77, 41, 50, 51, 52, 59, 60, 61, 84, 85, 93, 96, 101,
customer value, 78, 79, 81, 82, 83, 62, 63, 64, 65, 66, 67, 68, 102
customer 87, 88, 91, 94, 95, 69, 70, 73, 74, 80, 86, 89, 267
relationships, and 97, 98 90, 92, 99, 100, 255, 256,
customer experiences. 264 257, 258, 259, 260, 261
(pp. 546-551) 265, 266, 268, 269, 283
LO2 Identify the 103, 115, 118, 120, 104, 105, 107, 108, 109, 106
demographic and 123, 126, 128, 130, 110, 111, 112, 113, 114, 116,
131 117, 119, 121, 122, 124, 125,
lifestyle profile of
127, 129, 132, 133, 134, 262
online consumers.
270, 271
(pp. 551-554)
LO3 Explain why certain 135, 136, 137, 138, 139,
types of products and 140, 141, 142
services are 272
particularly suited for
interactive marketing.
(pp. 554-555)
LO4 Describe why 150, 152, 153, 157, 143, 144, 145, 149, 151, 146, 147, 148, 156,
consumers shop and 158, 159, 161, 162, 154, 155, 163, 164, 167, 160, 193, 194, 195,
165, 166, 168, 170, 169, 171, 172, 173, 174, 200, 208
buy online and how
175, 176, 179, 180, 177, 178, 183, 186, 187, 274, 278
marketers influence 181, 182, 184, 185, 190, 191, 192, 197, 198,
online purchasing 188, 189, 196, 202, 199, 201, 206, 207, 210,
behavior. 203, 204, 205, 209 211, 212, 213, 214, 215,
(pp. 555-560) 273, 275 216, 217
276, 277, 279
LO5 Define cross-channel 218, 219, 220, 223, 221, 222, 228, 233, 234, 229, 230, 231, 239,
shoppers and the role 224, 225, 226, 227, 235, 237, 238, 243, 244, 240, 245, 246
232, 236, 241, 242 247, 248, 249, 250, 251, 280
of transactional and
252, 253, 254, 263
promotional websites
281, 282
in reaching these
shoppers.
(pp. 560-562)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
, CHAPTER 21: MASTER TEST BANK
IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
MULTIPLE CHOICE QUESTIONS
21-1 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles’ motto, “One Bike. Yours.” reflects the company’s
a. reputation for customized detailing of the finest motorcycles in competitive racing.
b. commitment to incorporating individual customer input for every single bike.
c. lifetime warranty for each and every bike it makes.
d. promise that customers can always find the bike they want from the company’s catalog of
stock designs.
e. promise to restore any bicycle, regardless of age or condition.
Answer: b Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven Cycles is the largest custom bicycle frame builder. The company produces a
broad range of road, mountain, cyclocross, tandem, touring, singlespeed, and commuter bikes
annually, and no two bikes are exactly alike. Seven Cycles focuses its attention on each
customer’s unique cycling experience through optimum fit, function, performance, and comfort
of his or her very own bike.
21-2 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles’ business model includes the Internet, which enables customers to collaborate on
the bike design using the company’s __________ fitting system that considers the rider’s size,
aspirations, and riding habits.
a. Rider Kit
b. Cyclo Kit
c. Custom Kit
d. Proviso Kit
e. Seven Fit
Answer: c Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven Cycles uses a collaborative system called Custom Kit, which makes each bike
unique to each rider’s specifications.
21-3 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles uses _________ to create customer value, build relationships, and produce
customer experiences in novel ways.
a. the Internet
b. just-in-time delivery
c. marketing dashboards
d. logistics management
e. customer relationship management
3
, Answer: a Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: Seven’s business model includes the Internet that enables customers to custom-build
their bikes.
21-4 CHAPTER OPENER: SEVEN CYCLES APPLICATION
Customers can build their own bicycle at SevenCycles.com by answering a few questions and
choosing from a menu of product attributes, prices, and delivery options. The design of a precise
bicycle is made possible through the use of a _________.
a. seller menu
b. seller cookie
c. content screen
d. choiceboard
e. collaborative filter
Answer: d Page(s): 545, 548 LO: 1 AACSB: Analytic QD: Hard
Rationale: Seven Cycles use a choiceboard, which is an Internet-enabled system that allows
individual customers to design their own products by answering a few questions and choosing
from a menu of product attributes, prices, and delivery systems.
21-5 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
Seven Cycles has a __________ with its 233 authorized dealers and distributors.
a. contentious relationship
b. life reciprocity agreement
c. joint partnership
d. franchise contract
e. collaborative relationship
Answer: e Page(s): 545 LO: 1 AACSB: Analytic QD: Medium
Rationale: The customization process that Seven Cycles uses and continuous feedback make for
a collaborative relationship between Seven Cycles, its 233 authorized dealers and distributors,
and its customers in 40 countries.
21-6 CHAPTER OPENER: SEVEN CYCLES COMPREHENSION
The greatest marketspace opportunity for Seven Cycles lies in its potential for creating
_________.
a. form utility
b. time utility
c. price utility
d. place utility
e. possession utility
Answer: a Page(s): 545, 547 LO: 1 AACSB: Analytic QD: Medium
Rationale: The greatest marketspace opportunity for Seven Cycles lies in its potential for
creating form utility.
-4-
