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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 31

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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 well 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 why consumers shop online?

A) convenience
B) communication
C) customization
D) choice
E) control

F) B) and E)
G) All of the above

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Question 32

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Internet-enabled technologies provide communication capabilities that take three forms.They are

A) a highly interactive and individualized information and exchange environment,telephone-based customer service,and order processing via PayPal.
B) marketer-to-consumer e-mail notification,telephone-based customer service,and order processing via PayPal.
C) consumer-to-marketer buying and service requests,marketer-to-consumer e-mail notification,and telephone-based customer service.
D) recording a user's visits to websites,consumer-to-marketer buying and service requests,and marketer-to-consumer e-mail notification.
E) marketer-to-consumer e-mail notification,consumer-to-marketer buying and service requests,and consumer-to-consumer chat rooms,instant messaging,and social networking websites.

F) A) and B)
G) B) and D)

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Question 33

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Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

Pizza Hut realized that it did not make sense for them or their customers to create a community on the site,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

The growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

In the marketspace,consumers can tell marketers exactly what their requirements are,making possible the customization of a product or service to fit their exact needs.This means that marketers can use electronic commerce to enhance customer value by contributing to

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

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

Suppose you are designing a marketing website and you would like it to be as user-friendly as possible.In particular,you do not want repeat customers to have to enter in their address,e-mail,telephone number,and credit card data every time they make an online purchase.Rather,you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase.To achieve this goal,you would most likely use __________.

Which of the following statements about transactional websites is NOT true?

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) __________.

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.

A cross-channel shopper refers to

-Consider Figure 18-2 above."C" refers to which of the following website design elements?

Some __________ of online consumers say they visit websites from their place of work,which partially accounts for the sales level during the workweek.

Those people who object to cookies are most likely concerned with __________.

In terms of the online customer experience,customization refers to

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

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.

The communication capabilities of Internet-enabled technologies provide consumer convenience,reduce information search costs,and make choice assistance possible.Communication also promotes __________.