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Exam 21: Implementing Interactive and Multi-Channel Marketing

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Question 91

Multiple Choice

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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.

A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience

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Question 92

Multiple Choice

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terms of website design,communication refers to

A) the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
B) the speed and ease with which a customer can move between pages on a website.
C) a website's ability to tailor itself to different users or to allow users to personalize the website.
D) the dialogue that unfolds between the website and its users.
E) the links from a company's website to a customer's e-mail, Facebook, or Twitter accounts.

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Question 93

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JCPenney has leveraged its store,website,and catalog channels with impressive results.A JCPenney customer who shops in all three channels-store,catalog,and website-spends four to eight times as much as a customer who shops in only one channel.JCPenney is likely following a(n) __________ strategy.

Define and explain the importance of the eight-second rule.

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,she is on a limited budget so she wants to find the lowest price.The most convenient way for Megan to find the best price for the book would be to

is the technology called that allows a marketer's website to record a user's visit,track visits to other websites,and store and retrieve this information in the future?

Automobile dealerships have invested significant time,effort,and money into their websites.Dealerships commonly measure website performance by tracking visits,visitor traffic,and _________-the amount of time per month that visitors spend on their website.

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?

communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms,instant messaging,and social networking websites.

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

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 _________.

technology term would be used to describe the file that captures visitor information to a website,such as expressed product preferences,personal data,passwords,and credit card numbers?

OceanSpray.com has a website that describes the company's products.The website also includes nutritional information and recipes featuring Ocean Spray products.Since Ocean Spray products are available at nearly all supermarkets,there was no need to include dealer information.Ocean Spray uses a(n) __________ website.

Explain how the Pizza Hut website uses the seven website design elements.

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.

Travel websites like Priceline.com are designed to be __________ oriented,with emphasis on destinations,scheduling,and prices.

Promotional websites generate interest in and trial of a company's products and services by

Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

websites enable a user to talk directly with a customer representative using an "online chat" service while shopping the site.This is an example of the __________ website design element.

six reasons why consumers shop and buy online are