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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 61

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Suppose you are designing a marketing website and you would like it to be as user-friendly as possible.In particular,you do not want repeat customers to have to enter in their address,email,telephone number,and credit card data every time they make an online purchase.Rather,you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase.To achieve this goal,you would most likely use

A) cookies.
B) customerization.
C) spam.
D) webrooming.
E) bots.

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

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Question 62

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In terms of the online customer experience,content refers to

A) a website's capabilities to enable commercial transactions.
B) all the digital information on a website-text, video, audio, and graphics.
C) the multiple ways the website enables user-to-user communication.
D) the dialogue that unfolds between the website and its users.
E) the information consumers provide to the firm through its website.

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

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Question 63

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Seven Cycles' business model includes the Internet,which enables customers to collaborate on the bike design using the company's __________ fitting system that considers the rider's size,aspirations,and riding habits.

A visitor to Amazon.com will find a multitude of product lines available for purchase,including media (books,DVDs,music CDs,videotapes,and software) ,apparel,baby products,consumer electronics,beauty products,groceries,health and personal-care items,kitchen items,jewelry,lawn and garden items,musical instruments,sporting goods,tools,automotive items,toys,and games.These can be sent anywhere in the United States.This is an example of a __________ website.

Which of the following is one of three rules for a company to successfully employ permission marketing?

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 email the pictures to their friends.The average webcam user sends four emails 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.

In 2004,the __________ Act became effective and restricts information collection and unsolicited email promotions on the Internet.

The six reasons consumers shop and buy online are

Figure 18-1 -Consider Figure 18 -1.D refers to which of the following website design elements?

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.

TheKnot.com,a website for locating everything needed for a wedding,contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ design element.

Two general applications of websites exist based on their intended purpose: __________ websites and promotional websites.

Explain the four ways the marketspace creates value for consumers.

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

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.

Two unique capabilities of Internet technology,__________,promote and sustain customer relationships.

Yahoo! allows its users to create a web page by picking the content (stock quotes,weather conditions,local TV schedules) they want to have displayed.This consumer-initiated practice is an example of

Office Depot promises an exceptional online shopping experience,free delivery for purchases over $35,buy-online-collect in store,and a wide range of products available for purchase in the store.Office Depot is likely following __________ strategy.

Online consumers are considered empowered consumers because

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