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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 51

Multiple Choice

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The ability of a website to modify itself to,or be modified by,each individual user is referred to as __________.

A) connection
B) communication
C) site actualization
D) customization
E) customerization

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

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Question 52

Multiple Choice

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

A) Transactional websites are most common among store and catalog retailers and direct selling companies.
B) Transactional websites can create channel conflict.
C) Transactional websites may cannibalize sales from stores,catalogs,and sales representatives.
D) Transactional websites often engage visitors with interactive experiences that involve games,contests,and quizzes.
E) Transactional websites are used less frequently by manufacturers of consumer products.

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

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Question 53

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The view which holds that online shopping and buying avoids fighting traffic or standing in store checkout lines is an example of __________.

Internet users ages 15 and older are expected to buy __________ worth of products and services online (excluding travel,automobiles,and prescription medications) in 2015.

When Andrea visited www.disneystore.com,she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart.She next went to checkout where she confirmed that she wanted to buy the two stuffed animals,typed in her address,and concluded the transaction by providing her credit card information.In terms of customer experience,this example describes the __________ website design element.

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors e-mail their ring design to friends and relatives who will then visit the site.De Beers is using __________ to promote its diamonds.

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

When MSN Hotmail included its tagline,"Get your Private,Free E-mail from MSN Hotmail," on each of the millions of e-mails it processed daily,Microsoft was using __________.

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 __________.

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.

Pizza Hut's website customization is achieved in several ways,but the primary utility is to simplify ordering.For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that's based on __________.

About __________ of Internet users ages 15 and older shop online in the United States.

What two unique capabilities of Internet technology promote and sustain customer relationships?

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

The amount of time per month that visitors spend on a company's website is referred to as

JCPenney has leveraged its store,website,and catalog channels with impressive results.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.

Yahoo! allows its users to create a web page by picking the content they want (stock quotes,weather conditions,etc.) and deciding how they want it to look (colors,themes,and layouts) .This consumer-initiated practice is an example of

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had listed that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used __________ to introduce its new product.

In terms of the online customer experience,connection is defined as the

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