Exam 21: Implementing Interactive and Multichannel Marketing

Yahoo! allows its users to create a web page by picking the content they want (stock quotes, weather conditions, etc.) and deciding how they want it to look. This consumer-initiated practice is an example of

Customers can build their own computers with Dell's online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a

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

In terms of website design and the online customer experience, community refers to

A national retail store has leveraged its store, website, and catalog channels. The marketing director has calculated that a store customer who shops in all three channels-store, catalog, and website-spends four to eight times as much as a customer who shops in only one channel. The store is likely following __________ strategy.

Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.

Manufacturers of consumer products use transactional websites less frequently than other firms because

A visitor to the Tupperware website, Tupperware.com, can select and buy products to be sent anywhere in the United States. This is an example of a __________ website.

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.

When Microsoft's Hotmail included the tagline, "Get Your Private, Free Email from MSN Hotmail" on each of the millions of e-mails it processed daily, it was using