Exam 21: Implementing Interactive and Multichannel Marketing

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

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed that she wanted to buy the two stuffed animals, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element.

Define spam and viral marketing.

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

Customization refers to

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.

In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

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

List the six reasons consumers shop and buy online.

Since promotions are an important expectation in pizza purchasing, Pizza Hut's __________ and __________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

To gauge stickiness, a company monitors

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

What is the marketspace?

When manufacturers market their product lines using transactional websites, they often

Which of the following statements about promotional websites is not true?

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

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as

Individuality and interactivity are important capabilities that marketers derive from Internet technology. Both capabilities are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to: (1) influence the timing and extent of the buyer-seller interaction and (2) __________, the information they receive, and in some cases, the prices they pay.