Exam 18: Implementing Interactive and Multichannel Marketing

On eBay.com,the Internet auction website,sellers design the web page on which they sell their merchandise.One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky.The page contained six pictures of the tray from different angles and an animated depiction of an American flag.Many potential buyers abandoned the web page before all the pictures downloaded.The seller must have been unaware of the __________.

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.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest.This website is an example of __________.

The six reasons why consumers shop and buy online are

In terms of website design,communication refers to

Buzz is particularly influential for which of the following items?

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations.Based on a customer's desire to purchase an author's e-book for her Kindle,Amazon might recommend an e-book by a similar author within the same genre.

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

Six (6)general product and service categories dominate online consumer buying.One category includes items where

The top reasons cross-channel shoppers research items online before buying in stores include: (1)the desire to compare products among different retailers; (2)the need for more information than is available in stores; and (3)the ease of __________.

Pizza Hut's 2009 program to identify a summer intern,or __________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Viral marketing refers to

Pizza Hut's most frequent customers divide into two categories: (1)__________ and (2)young adult males with active lifestyles.

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

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

Levi's Japan has launched an all new service catering to those looking to tailor their own denim.Hitting nine stores nationwide,the process allows for the choosing of different elements including cuts (502 regular wide,505 regular wide,517 boot cut),coloration (dark used,mid used),button and rivet colors (gold,silver,bronze),inseam length and extra treatments (sanding,paint drips).From start to delivery takes about a month's time.This describes one example of why consumers shop and shop and buy online,which is

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high __________ and high __________."

There are three approaches to viral marketing.Marketers can: (1)__________; (2)make the website content so compelling that viewers want to share it with others; and (3)offer incentives for referrals.

Permission marketing refers to