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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 81

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Explain how the Pizza Hut website uses the seven website design elements.

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The Pizza Hut website uses the seven web...

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Question 82

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Describe two potential problems associated with transactional websites.

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The first problem is the potential for t...

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Question 83

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Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Six (6) general product and service categories dominate online consumer buying.One category consists of highly standardized products and services,such as small appliances and casual apparel,for which

Personalization refers to

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 term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information,such as unsubscribing to spam.

An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.

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

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

The text,pictures,sound,and videos that are found on a website are referred to as __________.

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.This shows how electronic commerce contributes to customer value through the creation of __________.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased is referred to as __________ websites.

What is the marketspace?

Define and explain the importance of the eight-second rule.

Matthew is planning a trip to Mexico for spring break.One night about midnight,he decides to visit Orbitz,an airline,car rental,and lodging electronic reservation system,to book his flight using the computer in his dorm room.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price is most important to him.Matt is on a tight budget,so he checks the price of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests seats on the connection that best meet his budget and scheduling preferences,and receives instantaneous confirmation of his reservation.After providing his credit card number,he prints out a copy of his receipt and itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matt by contributing to which of the following forms of utility?

When Pizza Hut designed its marketing website,it wanted to make it easier and as user-friendly as possible.In particular,it did not require repeat customers to have to enter in their address,telephone number,and payment options every time they make an online purchase.Rather,it wanted its website to recognize each customer by name every time he or she visited the site to place an order.The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order.To accomplish this task,Pizza Hut used a __________.

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