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Exam 21: Implementing Interactive and Multi-Channel Marketing

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Question 131

Multiple Choice

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Links that are embedded in the website and appear as highlighted words,a picture,or graphic,and allow a user to effortlessly visit other sites with a mouse click,are elements of a website's __________.

A) context
B) customization
C) content
D) communication
E) connection

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

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verified

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Question 132

Multiple Choice

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website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.

A) commerce
B) context
C) community
D) content
E) connection

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

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Question 133

Multiple Choice

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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.

There are three approaches to viral marketing.Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.

view that holds that online shopping and buying can add to one's comfort or saves work and time is referred to as _________.

Pizza Hut's 2009 program to identify a summer intern,or ________,responsible for monitoring and encouraging dialog on Twitter and other social media networks,is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.

Viral marketing refers to

Levi's Japan has launched an all-new service catering to those looking to tailor their own denim.Hitting nine stores nationwide,the process allows customers to choose different elements,including cuts (502 regular wide,505 regular wide,517 boot cut) ,coloration (dark used,mid used) ,button and rivet colors (gold,silver,bronze) ,inseam length and extra treatments (sanding,paint drips) .From start to delivery takes about a month's time.This is an example of _________,or the third reason why consumers buy online.

virtual _________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

refers to

Choice,a reason customers shop and buy online,has two dimensions.They are

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.

general product and service categories dominate online consumer buying today and in the foreseeable future.One category includes regularly purchased consumer packaged goods,such as grocery products,where

There are three approaches to viral marketing.Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.

According to the Federal Trade Commission,__________ percent of fraud complaints are Internet related,costing consumers $560 million.

Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________; and (7) commerce.

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.

Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) __________; (4) time-sensitive materialists; (5) hooked,online and single; and (6) ebivalent newbies.

contribute to the convenience of online shopping because they

Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace.