Exam 21: Implementing Interactive and Multichannel Marketing

In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing

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. It takes him about five seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him. Matt is on a tight budget, so he checks the price of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on his two-stop connection because they best meet his budget and scheduling preferences. After making the selections, he receives instantaneous confirmation of his reservation. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After providing his credit card number, he prints a copy of his receipt and itinerary. 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?

Some __________ percent of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.

Pizza Hut revolutionized the quick serve restaurant (QSR) world through __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

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

Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer's desire to purchase an author's e-book for her Kindle, Amazon might recommend an e-book by a similar author within the same genre.

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

A company that successfully employs permission marketing adheres to three rules: (1) __________; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as

Out-of-date items such as last year's models of computer equipment and accessories are often priced using

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job title, keyword, company name, and location (city, state). Monster.com will then search for and list all the jobs that match the criteria. Users also have the ability to click on the link "Email me Jobs" to send users e-mails identifying any new relevant job listings. Monster.com uses __________ to send its e-mail updates.

In terms of the online customer experience, connection is defined as the

Pizza Hut was a pioneer in the QSR industry. QSR is an acronym for

The text, video, audio, and graphics that are found on a website are referred to as

Online consumers are called empowered consumers because

Which of the following characteristics of electronic commerce creates customer value by contributing to time and place utility?

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.

A marketing manager for a décor and housewares company should carefully review the company's website because the shopping and buying path for cross-channel consumers indicates that company websites should

Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test