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Exam 21: Implementing Interactive and Multichannel Marketing

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Question 121

Multiple Choice

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From 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

F) A) and D)
G) C) and D)

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Question 122

Multiple Choice

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The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ exchange environment.

A) tangible
B) analog
C) physical
D) material
E) digital

F) A) and E)
G) A) and C)

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Question 123

Multiple Choice

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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 __________.

Most websites do not include every design element.Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to __________.

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________.

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

When John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

IVillage.com is a website targeted at women who share common interests such as career management,personal finances,parenting,relationships,beauty,and health.The site features articles,newsletters,and videos on these topics as well as the opportunity for visitors to link to its social media sites like Facebook and Pinterest.This describes one example of why consumers shop and buy online,which is __________.

The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as

Explain the four ways the marketspace creates value for consumers.

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

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Beauty product websites are traditionally designed to be more __________-oriented than travel websites.

Self-regulatory efforts to respond to online consumers' concerns about privacy and security include

Which of the following transactions occurred in the marketspace?

Office Depot has leveraged its store,website,and catalog channels with impressive results.The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot.Office Depot is likely following a(n) __________ strategy.

Online buyers of consumer electronics can shop individual manufacturers,such as QVC.com,a general online merchant that offers more than 100,000 products.This describes one example of why consumers shop and buy online,which is

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as