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Exam 21: Implementing Interactive and Multichannel Marketing

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Question 21

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Blog refers to

A) a private online forum centered on a specific topic or theme.
B) a running account of all purchases made at a single website.
C) an online forum where people can discuss a wide variety of subjects.
D) an itemized list of all website "hits" on an individual person including a short biographical summary.
E) a web network that works as a family tree linking all members of a group or organization.

F) None of the above
G) A) and B)

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Question 22

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There are three approaches to viral marketing. Marketers can: (1) __________, (2) make the website content so compelling that viewers want to share it with others, and (3) offer incentives for referrals.

A) embed a message in the product or service
B) use customerization
C) use choice boards
D) use niche marketing
E) use permission marketing

F) A) and D)
G) C) and D)

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Question 23

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When Pizza Hut designed its marketing website, it wanted to make it as user-friendly as possible. In particular, 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

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

In terms of website design and the online customer experience, commerce refers to

What two unique capabilities of Internet technology promote and sustain customer relationships?

In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages, and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which reason consumers shop online?

Permission marketing is also referred to as

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

The greatest marketspace opportunity for marketers lies in its potential for creating

The Harley Owners Group (HOG) , sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it supports HOG, the Harley-Davidson website incorporates the __________ design element.

One of the reasons for the continued success of Zappos.com is its ability to provide

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Pizza Hut's 2009 program to identify a summer intern, or __________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

The online consumer who shops online but buys offline, or shops offline but buys online is referred to as a __________ consumer.

An online forum where people can discuss a wide variety of subjects is referred to as