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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 31

Multiple Choice

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According to the Federal Trade Commission, ________ fraud complaints are Internet-related, costing consumers $560 million.

A) very few
B) about half of
C) about 10 percent of
D) nearly all
E) about three-quarters of all

F) B) and D)
G) B) and C)

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Question 32

Multiple Choice

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Since promotions are an important expectation in pizza purchasing, Pizza Hut's ________ and ________ website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.

A) context; content
B) communication; context
C) commerce; customization
D) communication; connection
E) content; community

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

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Question 33

Multiple Choice

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Pizza Hut set out to reinvent the retail pizza business by breaking away from ________ 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.

Pizza Hut has been a pioneer in the QSR industry. QSR is an acronym for

The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how the digital marketspace contributes to customer value through the creation of

The online consumer who shops online but buys offline, or shops offline but buys online is referred to as a ________ consumer.

Define a cross-channel consumer, and explain why they are important to marketers.

The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.

The greatest marketspace opportunity for marketers lies in its potential for creating form utility. Explain how form utility contributes to customer value through communication, customization, and choice.

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 14 pictures that make lavish use of color. The Wolferman's website design conveys the core consumer benefits provided by the company's offerings through the use of

Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the ________ website design element.

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 this has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using ________ to promote its theme park.

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

Cookies are

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns may participate in

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

A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as

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

Online consumers are considered empowered consumers because