Exam 21: Implementing Interactive and Multichannel Marketing

In the marketspace,consumers can tell marketers exactly what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by providing

Recent research shows that __________ of U.S.online consumers are cross-channel shoppers.

In terms of the online customer experience,connection is defined as the

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

Frank needs to buy a new car.Before visiting a showroom,however,he logs onto www.autobytel.com.Here,he can compare the attributes of various makes and models,find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars.After deciding on the car he wants to buy,Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants.Because Frank is so well informed about prices,he is able to make a deal that is several hundred dollars less than the salesperson's best offer.Frank's car buying experience illustrates which reason why consumers shop online?

Permission marketing refers to

Compared to the general population,the profile of online consumers tend to be

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

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

All of the following are motivators for showrooming EXCEPT:

In 2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

An online forum where people can discuss a wide variety of subjects is referred to as (a)__________.

In terms of the online customer experience,context refers to

One of the reasons for the continued success of Zappos.com is its ability to provide

What may be the seventh reason why consumers shop and buy online?

Multichannel marketing refers to

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.

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

Web communities refer to

Marks & Spencer is a well-known British department store located in the U.K.Customers from Chicago or Dallas can shop for clothing as easily as a person living in London.This shows how electronic commerce contributes to customer value through the creation of