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Exam 21: Implementing Interactive and Multichannel Marketing

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Question 41

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Pizza Hut's management team uses a(n) ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

A) Gantt chart
B) market-product grid
C) marketing dashboard
D) information screen
E) BCG matrix

F) A) and B)
G) B) and E)

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Question 42

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Figure 21-1 -Consider Figure 21-1 above.Box G refers to which of the following website design elements?

A) creativity
B) communication
C) control
D) consistency
E) collaboration

F) A) and E)
G) None of the above

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Question 43

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Online buyers of consumer electronics can shop websites like 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

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

Figure 21-1 -Consider Figure 21-1 above.Box E refers to which of the following website design elements?

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

Customization refers to

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.

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

One of the reasons for the continued success of Zappos.com is its ability to provide ________ in the form of chat rooms and carefully designed search tools.

In marketspace,buzz refers to

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.

Figure 21-1 -Consider Figure 21-1 above.Box F refers to which of the following website design elements?

Reebok,Schwab,Dell,and Seven Cycles are all examples of companies that have been very successful because of their ability to ________ their products and services for their online customers and also personalize the marketing and overall shopping and buying interaction for them.

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

Multichannel marketing refers to

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 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 consumers shop online?

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

Stickiness Marketing Dashboard -Consider the Stickiness Marketing Dashboard above for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2014 where would Arrow B be shown,as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

The greatest marketspace opportunity for Seven Cycles lies in its potential for creating