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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 41

Multiple Choice

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Manufacturers of consumer products use transactional websites less frequently than other firms because

A) in some industries,this form of vertical integration is illegal.
B) there is a threat of channel conflict.
C) it is difficult to maintain inventory levels at online warehouses.
D) some stakeholders are opposed to websites that drain resources without providing any return on investment.
E) such websites require dynamic pricing,which is difficult to use if supply and demand conditions change frequently.

F) C) and E)
G) B) and E)

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Question 42

Multiple Choice

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Interactive marketing refers to

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) B) and D)
G) C) and E)

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Question 43

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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 __________.

Websites that offer personalized content,such as My eBay and My Yahoo!,have __________ as a prominent design element.

Pizza Hut was a pioneer in QSR.QSR is an acronym for __________.

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

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

IVillage.com is an independent Web community for women and includes topics such as career management,personal finances,parenting,relationships,beauty and health.This describes one example of why consumers shop and buy online,which is __________.

Seven Cycles uses __________ to create customer value,build relationships,and produce customer experiences in novel ways.

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

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Research indicates that __________ of mothers with children under 18 years old will be online regularly by 2015.

Wolfermans.com is a company that sells gourmet English muffins,specialty breads,and exquisite desserts in gift assortments.When you access its website,you discover fourteen pictures that make lavish use of color.The Wolferman website design conveys the core consumer benefits provided by the company's offerings through the use of __________.

The blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

IVillage.com is a website for women that encourages its users to discuss health and beauty,parenting,personal finances,career management and relationships.This website is an example of __________.

Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes,prices,and delivery options.The design of a precise bicycle is made possible through the use of a __________.

Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books are a product category that

The ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions,are both elements referred to as __________.

Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Sales arising from cross-channel shoppers dwarf exclusive online retail sales.Retail sales revenue from cross-channel shoppers today is estimated to be about __________ times greater than online retail sales.