Exam 18: Implementing Interactive and Multichannel Marketing

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.

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Define and explain the importance of the eight-second rule.

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

Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.

Six general product and service categories dominate online consumer buying,accounting for about 70 percent of online sales.One category includes items such as computer software,music,and video for which

The term __________ refers to the ability of consumers to stop or change the kind,amount,or timing of information sent to them about products or brands.

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to

In terms of the online customer experience,community refers to

Levi's Japan has a website that caters to those looking to tailor their own denim,allowing customers to choose from different cuts (502 regular wide,505 regular wide,517 boot cut),coloration (dark used,mid used),button and rivet colors (gold,silver,bronze),inseam length,and extra treatments (sanding,paint drips).From start to delivery takes about a month.This describes one example of why consumers shop and shop and buy online,which is

Personalization refers to

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Pizza Hut's program to identify a summer intern,or __________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

Customization refers to

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.

The online consumer who shops online but buys offline,or shops offline but buys online is referred to as a __________ consumer.

ESPN allows users of its website to create a landing page that will always display favorite team scores and stories when they visit.ESPN.com uses the consumer-initiated practice of

The Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by its website,allows fellow HOG members to communicate with each other.Because it supports HOG,the Harley-Davidson website incorporates the __________ design element.

Dynamic pricing is typically used for pricing