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Exam 21: Implementing Interactive and Multichannel Marketing

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Question 91

Multiple Choice

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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.

A) promotional
B) conventional
C) intermediary
D) choiceboard
E) transactional

Correct Answer

verified

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Question 92

Multiple Choice

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People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free,travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used __________.

A) opt-out marketing
B) customerization
C) viral marketing
D) niche marketing
E) buzz marketing

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verified

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Question 93

Multiple Choice

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JCPenney has leveraged its store,website,and catalog channels.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.

A company that successfully employs permission marketing adheres to three rules: (1) __________; (2) customers are given the option of opting out,or changing the kind,amount,or timing of information set to them;and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores;and (3) the ease of __________.

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

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.

The practice of changing prices for products in real time in response to supply and demand conditions is referred to as __________.

Word-of-mouth behavior in marketspace is referred to as __________.

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

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.

Consider Figure 21-1A above.The percentage of online shoppers

Nike is a recognized innovator in the use of __________ for creating interactivity,individuality,and customer relationships.Its NikeiD product configurator invites customers to create one-of-a-kind shoes,messenger bags,and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.

Which of the following statements about cost and its impact on online shopping is MOST ACCURATE?

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

Five (5) general product and service categories dominate online consumer buying.One category includes items such as specialty foods and beverages when

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.

Which of the following statements regarding when and where online consumers shop and buy is MOST ACCURATE?

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