Exam 18: Implementing Interactive and Multichannel Marketing

There are six (6)general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

The Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store.It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.Monster.com uses __________ to send its e-mail updates,which includes ads from other businesses.

Some websites enable a user to talk directly with a customer representative using an "online chat" service while shopping on the site.This is an example of the __________ website design element.

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Interactive marketing is characterized by

Amazon.com is an Internet retailer located in the U.S.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of __________.

-Consider Figure 18-2 above."E" refers to which of the following website design elements?

Dynamic pricing is a form of

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

The typical "online mom" is

Bots refer to

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons why consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

A recent Disney Online "M.O.M." (Mom on a Mission)study found that today's mother __________.

Six (6)general product and service categories dominate online consumer buying.One category includes items such as DVDs,for which

-Consider Figure 18-2 above."B" refers to which of the following website design elements?

The communication capabilities of Internet-enabled technologies take three forms: (1)marketer-to-consumer e-mail notification; (2)__________; and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

Marketers produce a customer experience through seven website design elements: (1)context; (2)content; (3)community; (4)__________; (5)communication; (6)connection; and (7)commerce.