Exam 18: Implementing Interactive and Multichannel Marketing

An interactive,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 options,is referred to as a __________.

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books are a product category that

A process that automatically groups people with similar buying intentions,preferences,and behaviors and then predicts future purchases is referred to as __________.

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

The blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

The Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by its website,allows fellow HOG owners to communicate with each other.Because it supports the HOG group,the Harley-Davidson website incorporates the __________ design element.

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions,are both elements referred to as __________.

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 __________.

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

Sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers today is estimated to be about __________ times greater than online retail sales.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Manufacturers of consumer products use transactional websites less frequently than other firms because

Interactive marketing refers to

IVillage.com is an independent Web community for women and includes topics such as career management,personal finances,parenting,relationships,beauty and health.This describes one example of why consumers shop and buy online,which is __________.

An online forum where people can discuss a wide variety of subjects is referred to as (a)__________.

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.