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Exam 18: Implementing Interactive and Multichannel Marketing

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Question 71

Multiple Choice

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The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

A) create portals; act as bots
B) convert online browsers into online buyers; promote a company's products and services
C) provide information about a company; move consumers closer to a purchase
D) move consumers closer to a purchase; provide information about a company
E) promote a company's products and services; convert online browsers into online buyers

F) B) and E)
G) All of the above

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Question 72

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Explain how marketspace creates value for consumers in terms of the four utilities.

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The marketspace creates customer value b...

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Question 73

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OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there is no need to include dealer information. Ocean Spray uses a(n) __________ website.

What is the marketspace?

Which of the following do cookies provide to improve a consumer's online buying and shopping experience?

According to Ian Wolfman, "Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people - relationships that have both high __________ and high __________."

Internet-enabled software permits the practice of Delta Airlines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is __________.

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 her purchase, 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.

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

On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the __________.

Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer's needs.

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

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

Permission marketing is based on a customer's __________.

In marketspace, buzz refers to __________.

Two major issues that contribute to consumers' hesitancy to use online shopping are __________.

When manufacturers market their product lines using transactional websites, they often

Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________.

One of the reasons for the continued success of Zappos.com is its ability to provide __________ through an online chat room for prospective buyers to ask questions.