Exam 18: Implementing Interactive and Multichannel Marketing

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.

A recent Disney Online M.O.M. (Mom on a Mission) study found that today's mother __________.

A cross-channel shopper refers to

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This describes an example of the sixth reason why consumers buy and shop online.

What is the standard for measuring a meaningful marketspace company presence?

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.

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

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

According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $560 million.

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.

There are six (6) general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

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. Uses 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.

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive 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.

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

Internet-enabled technologies provide communication capabilities that take three forms. They are

Five general product and service categories dominate online consumer buying, accounting for about two-thirds of online sales. One category includes regularly purchased consumer packaged goods such as personal care items for which

About __________ of Internet users ages 15 and older shop online in the United States.

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

When a shopper visits a retail store to inspect merchandise, but then purchases the merchandise online, it is referred to as __________.

Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and 30 international distributors in 40 countries.