Exam 21: Implementing Interactive and Multi-Channel Marketing

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)click-and mortar; (2)hunter-gatherers; (3)brand loyalists; (4)__________; (5)hooked,online and single; and (6)ebivalent newbies.

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

growth trend in online shoppers and online retail sales

problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

general applications of websites exist based on their intended purpose: (1)transactional websites and (2)__________ websites.

Figure 21-2 -Consider Figure 21-2 above."E" refers to which of the following website design elements?

greatest marketspace opportunity for Seven Cycles lies in its potential for creating _________.

solicitation of a consumer's consent (called "opt-in")to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

all the online consumer lifestyle segments,__________ are most likely to view the Internet as a convenience tool.

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

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 why consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

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

Collaborative filtering refers to

blog refers to

Which online consumer lifestyle segment is most likely to visit auction websites?

study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.The Yes Mom segment represents __________ of online moms.

most common cross-channel shopping and buying path is to browse one or more websites and then

general applications of websites exist based on their intended purpose: (1)__________ websites and (2)promotional websites.

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n)_________ website.

online consumer lifestyle segment called "hooked,online,and single"