Chapter 14

Question 1

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.

Answer 1

behavioral targeting

Question 2

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.

Answer 2

choiceboard

Question 3

A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Answer 3

collaborative filtering

Question 4

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer’s website.

Answer 4

cookies

Question 5

A consumer who shops online but buys offline, or shops offline but buys online.

Answer 5

cross-channel consumer

Question 6

The practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.

Answer 6

customerization

Question 7

The practice of changing prices for products and services in real time in response to supply and demand conditions.

Answer 7

dynamic pricing

Question 8

A view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.

Answer 8

eight-second rule

Question 9

Two-way buyer–seller electronic communication in which the buyer controls the kind and amount of information received from the seller.

Answer 9

interactive marketing

Question 10

The practice and techniques used to credit or value a particular channel and consumer touchpoint.

Answer 10

marketing attribution

Question 11

The subsegment of all Internet users who employ this technology to research products and services and make purchases.

Answer 11

online consumers

Question 12

The solicitation of a consumer’s consent (called “opt-in”) to receive e-mail and advertising based on personal data supplied by the consumer.

Answer 12

permission marketing

Question 13

The practice of examining products in a store and then buying them online for a cheaper price.

Answer 13

showrooming

Question 14

The use of social networks for browsing and buying.

Answer 14

social commerce

Question 15

Communications that take the form of electronic junk mail or unsolicited e-mail.

Answer 15

spam

Question 16

The payment of a fee to have products and services delivered on a recurring schedule.

Answer 16

subscription commerce

Question 17

A digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.

Answer 17

viral marketing

Question 18

Websites that allow people to congregate online and exchange views on topics of common interest.

Answer 18

Web communities

Question 19

The practice of examining products online and then buying them in a store.

Answer 19

webrooming