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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 101

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The relationship between the interactive communication capabilities of the Internet and customization is that

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.

F) B) and D)
G) A) and B)

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Question 102

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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.

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A cross-channel shopper is an online con...

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Question 103

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An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.

Individuality and interactivity are important capabilities that marketers derive from Internet technology.Both capabilities are important building blocks for buyer-seller relationships.For these relationships to develop,companies must treat customers as individuals and empower them to (1) influence the timing and extent of the buyer-seller interaction and (2) __________,the information they receive,and in some cases,the prices they pay.

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Because __________ collect precise information about preferences and behavior of individual buyers,a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

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.

Office Depot has leveraged its store,website,and catalog channels with impressive results.The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot.Office Depot is likely following a(n) __________ strategy.

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

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

Spam refers to

Which of the following characteristics of online shopping contributes to its convenience?

-Consider the "stickiness" marketing dashboard above for an automobile dealership.To gauge the "stickiness" of its website,the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard) .This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit,in minutes,(the second metric above) that is displayed on its marketing dashboard.For 2012 or "B," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

The solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer is called "__________."

From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.

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.

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include