Exam 21: Implementing Interactive and Multichannel Marketing

Pizza Hut realized that it did not make sense for it or its customers to create a community on the site.As a result,Pizza Hut tapped into ________ to achieve results in a very cost-effective manner.

Spam refers to

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

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,e-mail,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

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 dimensions of ________,one of the reasons consumers shop and buy online.

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?

Beauty product websites are traditionally designed to be more ________ oriented than travel websites.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

Which of the following examples demonstrates how electronic commerce creates customer value through form utility?

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

In terms of the online customer experience,________ is defined as the dialogue that unfolds between the website and its users.

Which of the following is an important step in effectively implementing multichannel marketing?

The use of social networks for browsing and buying is called

Interactive marketing refers to

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

Viral marketing refers to

What two unique capabilities of Internet technology promote and sustain customer relationships?

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

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