Exam 21: Implementing Interactive and Multichannel Marketing

From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.

In terms of the online customer experience, customization refers to

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as

Which of the following transactions occurred in the marketspace?

The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

A virtual __________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

Viral marketing refers to

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.

Which of the following statements about cost and its impact on online shopping is most accurate?

Word-of-mouth behavior in marketspace is referred to as

Buying online gives consumers control over their shopping and

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2018.

Permission marketing refers to

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did.

Travel websites such as Priceline.com are designed to be __________ oriented, with emphasis on destinations, scheduling, and prices.

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

The ability of a website to modify itself to, or be modified by, each individual user is referred to as

About __________ percent of U.S. online shoppers engage in showrooming.