Exam 21: Implementing Interactive and Multichannel Marketing

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

Choice,a reason customers shop and buy online,has two dimensions.They are

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)customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them;and (3)__________.

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

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

The online consumer lifestyle segment called "time-sensitive materialists"

Studies show that shoppers spend an average of __________ hour(s)researching cars online before setting foot in a showroom.

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used __________ to introduce its new product.

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

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n)__________ platform to an efficient and powerful __________ platform by reaching into its customers' kitchens and couches to offer a better mealtime ordering,delivery,and dining experience.

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

Interactive marketing refers to

Pizza Hut's cost-conscious mothers look for a good quality product and __________.Deal-seeking young adult males seek more of the food they love with __________ in the process.

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 description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.

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

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a __________.

Two unique capabilities of Internet technology,__________ and __________,promote and sustain customer relationships.

Consider Figure 21-1B above.Online retail sales

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.