Exam 14: Implementing Interactive and Multichannel Marketing

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, email, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use

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

Which of the following statements regarding online consumers is most accurate?

Interactive marketing refers to

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 six reasons consumers shop and buy online are

Electronic shopping agents that search websites to compare prices and product or service features are referred to as

Pizza Hut's 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.

Interactive marketing often makes use of

Among popular purchases online, one category includes items like computers, consumer electronics, and books for which

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as

Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. He connects to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify that price is the most important factor to him. Data about several flights on various airlines, arranged from least to most expensive, appear on his screen. He requests aisle seats on a two-stop itinerary because this best meets his needs. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After the transaction, a copy of his receipt and itinerary are emailed to him. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matt by contributing to which of the following form(s) of utility?

Electronic junk mail or unsolicited email are referred to as

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages, and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which reason consumers shop online?

In terms of the online customer experience, context refers to

Seven Cycles' tagline, "One Bike. Yours." reflects the company's

The amount of time per month that visitors spend on a company's website is referred to as

Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is

Pizza Hut's cost-conscious mothers look for a good quality product and ________. Deal-seeking young adult males seek more of the food they love with ________ in the process.

Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.