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Exam 21: Implementing Interactive and Multichannel Marketing

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Question 41

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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 42

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A visitor to WWE.com will notice that all of the information contained within the website-there are no links to other websites.The website provides frequently updated information on WWE wrestlers,matches,and licensed merchandise on a starry black background.The WWE.com website is lacking __________,a website design element that influences customer experience.

A) context
B) communication
C) commerce
D) connection
E) content

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Question 43

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Amazon.com is an Internet retailer located in the U.S.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of __________.

There are three approaches to viral marketing.Marketers can: (1) embed a message in the product or service; (2) __________;and (3) offer incentives for referrals.

Pizza Hut realized that it did not make sense for them or their customers to create a community on the site.As a result,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

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 are 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 aisle seats on his 2-stop connection because they best meet his budget and scheduling preferences.After making the selections,he receives instantaneous confirmation of his reservation.Orbitz then prompts Matt to provide his credit card information to complete the booking process.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 form(s) of utility?

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

Collaborative filtering refers to

When you view a selection at Amazon.com and see "Customers who bought this (item) also bought….",you are seeing the application of __________.

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

An interactive,Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes,prices,and delivery options,is referred to as a __________.

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed that she wanted to buy the two stuffed animals,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the __________ website design element.

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

With interactive marketing,

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies who have been very successful because of their ability to __________ their products and services for their online customers but also personalizing the marketing and overall shopping and buying interaction for them.

About __________ of Internet users ages 15 and older shop online in the United States.

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

According to the eight-second rule,

The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.

Buzz is particularly influential for which of the following items?