Exam 18: Implementing Interactive and Multichannel Marketing

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who will then visit the site. De Beers is using __________ to promote its diamonds.

When Microsoft's Hotmail included the tagline, "Get your Private, Free E-mail from Hotmail," on each of the millions of e-mails it processed daily, it was using __________.

Customization refers to

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

-Consider the Stickiness Marketing Dashboard above for an automobile dealership. To gauge the stickiness of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website. This is done by tracking the average visits per unique monthly visitor and the average time spent per visit, in minutes, that is displayed on its marketing dashboard. For 2013 where would Arrow A be shown, as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, e-mail, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use __________.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

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

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

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as __________.

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as __________.

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called __________.

JCPenney has leveraged its store, website, and catalog channels. A JCPenney customer who shops in all three spends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy.

-Consider Figure 18-2 above. D refers to which of the following website design elements?

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 (colors, themes, and layouts). This consumer-initiated practice is an example of

Which of the following profiles would most likely describe an online consumer?

Reebok, Schwab, Dell, and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

Seven Cycles uses __________ to create customer value, build relationships, and produce customer experiences in novel ways.