Exam 14: Implementing Interactive and Multichannel Marketing

Pizza Hut's most frequent customers can be divided into two categories: (1) ________ and (2) young adult males with active lifestyles.

________ means a consumer has been given the option to receive email and advertising and has agreed, based on personal data supplied by the consumer

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Compared to the general population, online consumers tend to be

Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.

Interactive communication capabilities provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes

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

Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website's ________ design element.

Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his ________ friends!"

Which of the following characteristics of online shopping contributes to its convenience?

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

In terms of the online customer experience, community refers to

Marks & Spencer is a well-known British department store. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of

Pizza Hut revolutionized the quick serve restaurant (QSR) world through ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors email their ring design to friends and relatives who will then visit the site. De Beers is using ________ to promote its diamonds.