Exam 21: Implementing Interactive and Multichannel Marketing

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers receive only information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the __________ website design element.

Spam refers to

Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

According to the eight-second rule,

Pizza Hut's website __________ are integrated with the company's overall communications programs-including traditional media-with product innovations, promotions, and special events shared across platforms.

A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as

Cross-channel consumers who shop online but buy offline are engaging in

Cross-channel consumers who shop offline but buy online engage in ____________, which is the practice of examining products in a store and then buying them online for a cheaper price.

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.

Bots contribute to the convenience of online shopping because they

The Reebok Design Your Own website is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.

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?

Some marketers offer incentives such as discounts, sweepstakes, or free merchandise. For example, Burger King in its Whopper Sacrifice campaign asked, "What do you love more, your friend or the Whopper?" Facebook users were asked to "unfriend" 10 people from their Facebook friends list in exchange for a free burger. Burger King is using __________ to promote its diamonds.