Question 1

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.

Accepted Answer

A)  transformational;promotional
B)  promotional;transactional
C)  transactional;customer engagement
D)  informational;transactional
E)  customer engagement;transactionalF) A) and B)
G) B) and D)

Question 2

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used __________ to introduce its new product.

Accepted Answer

A)  opt-out marketing
B)  personalization
C)  viral marketing
D)  buzz marketing
E)  permission marketingF) A) and B)
G) C) and D)

Question 3

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

A)  6
B)  60
C)  600
D)  6,000
E)  6 millionF) A) and B)
G) None of the above

Question 4

Consider Figure 21-1B above.Online retail sales

Accepted Answer

A)  didn't begin to show promise until 2012 when online security measures improved.
B)  has grown steadily in the past and is expected to continue its steady growth over the next few years.
C)  stabilized in 2016 when Internet penetration reached 98 percent of all U.S.households.
D)  doubled its growth from 2011 to 2016.
E)  grew slowly and then plummeted when Congress passed a new online state sales tax collection law in 2013.F) C) and D)
G) A) and B)

Question 5

Monster.com is a leading online,job-hunting website.A person hunting for a new job does not have to look at every listing on the website.He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings.If the individual has to stop looking before seeing all the relevant jobs,Monster.com will remember where he or she left off.Monster.com uses consumer-initiated practice of __________.

Accepted Answer

A)  choiceboard
B)  collaborative filter
C)  individualization
D)  personalization
E)  permission marketingF) A) and E)
G) B) and D)

Question 6

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

Accepted Answer

A)  availability and price.
B)  speed and availability.
C)  product or service selection and speed.
D)  choice assistance and speed.
E)  product or service selection and choice assistance.F) A) and B)
G) B) and C)

Question 7

Consider Figure 21-2 above."B" refers to which of the following website design elements?

Accepted Answer

A)  context
B)  content
C)  commerce
D)  customization
E)  connectionF) D) and E)
G) B) and E)

Question 8

The online consumer lifestyle segment called "time-sensitive materialists"

Accepted Answer

A)  are married couples with children at home who use the Internet like a consumer magazine.
B)  rarely spend money online and use the Internet only as an information source.
C)  regularly visit their favorite bookmarked websites and spend the most money online.
D)  regard the Internet as a convenient tool for buying music,books,and computer software.
E)  consist of young,affluent single consumers who spend more time online than any other segment.F) C) and D)
G) A) and B)

Question 9

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

Accepted Answer

A)  choice;control
B)  cost;convenience
C)  interactivity;individuality
D)  communication;information
E)  choiceboards;collaborative filteringF) B) and E)
G) C) and D)

Question 10

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection;and (7) commerce.

Accepted Answer

A)  customization
B)  control
C)  consistency
D)  collaboration
E)  creativityF) B) and D)
G) B) and E)

Question 11

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________;and (7) commerce.

Accepted Answer

A)  creativity
B)  control
C)  consistency
D)  connection
E)  collaborationF) B) and C)
G) A) and B)

Question 12

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them;and (3) __________.

Accepted Answer

A)  their customers are assured that their name or buyer profile data will not be sold or shared with others
B)  customers will receive a "30-day money back guarantee if not 100% satisfied" for any product purchased online 100 % satisfaction guarantee of product quality and performance for any product purchased online
C)  customers will be protected from identity theft for any product purchased from its website
D)  the firm will never buy marketing lists from other companies that may contain their personal information
E)  opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitorsF) All of the above
G) D) and E)

Question 13

Interactive marketing refers to

Accepted Answer

A)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
B)  the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
C)  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.
D)  the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences.
E)  an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.F) A) and E)
G) B) and C)

Question 14

Pizza Hut's cost-conscious mothers look for a good quality product and __________.Deal-seeking young adult males seek more of the food they love with __________ in the process.

Accepted Answer

A)  nutritional value;coupons and extra servings
B)  a hassle-free eating experience;less time and cash invested
C)  the lowest price possible;a great social experience
D)  time with their children;the best price possible
E)  friendly environment;free,fast,and easy deliveryF) B) and C)
G) C) and D)

Question 15

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Accepted Answer

A)  Gantt chart
B)  market-product grid
C)  marketing dashboard
D)  information screen
E)  BCG matrixF) C) and D)
G) None of the above

Question 16

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

Accepted Answer

A)  1
B)  2
C)  5
D)  10
E)  25F) A) and B)
G) C) and D)

Question 17

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a __________.

Accepted Answer

A)  choiceboard
B)  permission-based e-mail
C)  cookie
D)  bot
E)  collaborative filterF) A) and D)
G) None of the above

Question 18

Consider Figure 21-2 above."E" refers to which of the following website design elements?

Accepted Answer

A)  content
B)  commerce
C)  customization
D)  connection
E)  contextF) A) and B)
G) None of the above

Question 19

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Accepted Answer

A)  create portals;act as bots
B)  convert online browsers into online buyers;promote a company's products and services
C)  provide information about a company;move consumers closer to a purchase
D)  move consumers closer to a purchase;provide information about a company
E)  promote a company's products and services;convert online browsers into online buyersF) B) and D)
G) C) and E)

Question 20

The online consumer lifestyle segment called "hooked,online,and single"

Accepted Answer

A)  are married couples with children at home who use the Internet like a consumer magazine.
B)  rarely spend money online and use the Internet only as an information source.
C)  regularly visit their favorite bookmarked websites and spend the most money online.
D)  regard the Internet as a convenient tool for buying music,books,and computer software.
E)  consist of young,affluent single consumers who spend more time online than any other segment.F) B) and E)
G) A) and B)

Exam 21: Implementing Interactive and Multichannel Marketing

Correct Answer
verified

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct Answer
verified

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________;and (7) commerce.

Correct Answer
verified

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a __________.

Correct Answer
verified

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

Correct Answer
verified

The online consumer lifestyle segment called "time-sensitive materialists"

Correct Answer
verified

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct Answer
verified

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

Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Consider Figure 21-1B above.Online retail sales

Correct Answer
verified

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection;and (7) commerce.

Correct Answer
verified

The principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .

Correct Answer
verified

Interactive marketing refers to

Correct Answer
verified

Consider Figure 21-2 above."E" refers to which of the following website design elements?

Correct Answer
verified

The online consumer lifestyle segment called "hooked,online,and single"

Correct Answer
verified

Correct Answer
verified

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.

Correct Answer
verified

Consider Figure 21-2 above."B" refers to which of the following website design elements?

Correct Answer
verified

Exam 21: Implementing Interactive and Multichannel Marketing

Correct AnswerverifiedShow Answer

Pizza Hut's management team uses a __________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Correct AnswerverifiedShow Answer

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________;and (7) commerce.

Correct AnswerverifiedShow Answer

Customers can build their own computers with Dell's online configurator.They simply have to answer a few questions and choose from a menu of product attributes,prices,and delivery options.The design of a Dell customized computer is made possible through the use of a __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The online consumer lifestyle segment called "time-sensitive materialists"

Correct AnswerverifiedShow Answer

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pizza Hut's cost-conscious mothers look for a good quality product and __________.Deal-seeking young adult males seek more of the food they love with __________ in the process.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consider Figure 21-1B above.Online retail sales

Correct AnswerverifiedShow Answer

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection;and (7) commerce.

Correct AnswerverifiedShow Answer

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Correct AnswerverifiedShow Answer

Interactive marketing refers to

Correct AnswerverifiedShow Answer

Consider Figure 21-2 above."E" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

The online consumer lifestyle segment called "hooked,online,and single"

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Consider Figure 21-2 above."B" refers to which of the following website design elements?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Pizza Hut's cost-conscious mothers look for a good quality product and .Deal-seeking young adult males seek more of the food they love with in the process.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The principal difference between the two major types of websites is that promotional websites are designed to while transactional websites are designed to .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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.

Correct Answer
verified

Correct Answer
verified