Exam 21: Implementing Interactive and Multichannel Marketing

A) 40
B) 50
C) 60
D) 70
E) 90

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A) creativity
B) control
C) consistency
D) content
E) collaboration

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A) control.
B) cost.
C) choice.
D) customization.
E) convenience.

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A) wiki.
B) cookie.
C) bot.
D) choiceboard.
E) collaborative filter.

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A) an information system where anyone can post content depending upon his or her level of self-disclosure.
B) websites that allow people to congregate in online chat rooms to exchange views on topics of common interest.
C) a social network of individuals who interact through specific media,potentially crossing geographical and political boundaries,in order to pursue mutual interests or goals.
D) user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships.
E) a customer's network of family,friends,acquaintances,and co-workers with whom he or she communicates on regular basis.

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A) a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
B) it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
C) it protects online consumer privacy about the customized products and services they desire.
D) it records users' visits to websites,which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site.
E) it reduces costs and wasted coverage both for the buyer and seller.

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A) service utility.
B) place utility.
C) possession utility.
D) form utility.
E) time and possession utility.

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The Pizza Hut website uses the seven web...

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A) context.
B) commerce.
C) communication.
D) connection.
E) customization.

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A) establishing subbrands for catalog retailers and direct selling channels
B) employing communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers.
C) monitoring and measuring performance in various channels.
D) creating a website that will engage visitors with interactive experiences.
E) documenting cross-channel consumer behavior with a customer journey map.

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A) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
B) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to the individual's specific needs and preferences.
C) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
D) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
E) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.

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A) offer lower prices and have smaller margins when selling online.
B) are the fastest growing category in e-commerce.
C) have been leaders in creating the online experience.
D) generate the highest profit when they offer discount merchandise only online.
E) are not likely to sell them online.

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Cookies are computer files that a market...

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A) the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
B) a process that automatically groups people with similar buying intentions,preferences,and behaviors and predicts future purchases.
C) the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
D) the interactive,Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes,prices,and delivery options.
E) an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

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Online consumers are the subsegment of a...

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A) marketer-to-consumer e-mail notifications.
B) government-to-marketer Do Not Spam monitoring.
C) phishing and spamming whistleblowing.
D) online colonies.
E) web-to-web customer exchanges.

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A) context
B) choice
C) community
D) convenience
E) connection

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A) With the exception of the setting used to make the exchange (online versus retail store) ,the profile of an online customer is almost identical to the traditional shopper.
B) Although online shopping and buying is popular,a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
C) The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39.
D) Although growing in total sales revenues,the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax.
E) Many people are put off by the difficulty in navigating so many new websites.

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