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Exam 21: Implementing Interactive and Multi-Channel Marketing

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Question 141

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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) the stickiness guideline
B) the 80/20 principle
C) the eight-second rule
D) the law of limited patience
E) the expedience factor

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

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Question 142

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gauge stickiness,companies use the following formula:

A) Average Time Spent per Unique Hourly visitor (minutes) = (Average Visits per Unique Hourly Visitor) × (Average Time Spent per Visit (minutes) .
B) Average Time Spent per Unique Daily visitor (minutes) = (Average Visits per Unique Daily Visitor) × (Average Time Spent per Visit (minutes) .
C) Average Time Spent per Unique Weekly visitor (minutes) = (Average Visits per Unique Weekly Visitor) × (Average Time Spent per Visit (minutes) .
D) Average Time Spent per Unique Yearly visitor (minutes) = (Average Visits per Unique Yearly Visitor) × (Average Time Spent per Visit (minutes) .
E) Average Time Spent per Unique Monthly visitor (minutes) = (Average Visits per Unique Monthly Visitor) × (Average Time Spent per Visit (minutes) .

F) B) and C)
G) None of the above

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Question 143

Multiple Choice

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Multichannel marketing refers to

term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

Matthew is planning a trip to Mexico for spring break.Around midnight,he decides to log on to the computer in his dorm room to book his flight through Orbitz,an airline,car rental,and lodging electronic reservation system,.It takes him about 5 seconds to connect to Orbitz,where he is prompted to enter his preferred travel dates and times and to specify which of several criteria,such as schedule or price,is most important to him.Matthew is on a tight budget,so he checks the prices of several flights.A second or two after submitting this information,data about several flights on various airlines,arranged from least to most expensive,appear on his computer screen.He requests seats on the connection that best meets his budget and scheduling preferences,and receives instantaneous confirmation of his reservation.After providing his credit card number,he prints out a copy of his itinerary.The total time to complete the transaction is less than five minutes.Orbitz created customer value for Matthew by contributing to which of the following utilities?

Figure 21-2 -Consider Figure 21-2 above."D" refers to which of the following website design elements?

__________ of online consumers say they visit websites from their place of work,which partially accounts for the sales level during the workweek.

Companies that successfully employ permission marketing adhere to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out,or changing the kind,amount,or timing of information sent to them; and (3) __________.

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

Mars,Inc.uses __________ technology to decorate M&Ms with personal photos and messages.

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

relationship between the interactive communication capabilities of the Internet and customization is that

Pizza Hut's cost-conscious mothers look for a good quality product and _________.Deal-seeking young adult males seek more of the food they love with _________ in the process.

growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.

Individuality and interactivity are important building blocks for buyer-seller relationships.For these relationships to occur,companies must treat customers as individuals and empower them to (1) __________________ and (2) have a say in the kind of products and services they buy,the information they receive,and in some cases,the prices they pay.

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45,created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Figure 21-2 -Consider Figure 21-2 above."G" refers to which of the following website design elements?

blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

ability of customers to avail themselves of numerous websites for almost anything they want,as well as the ability to engage in an electronic dialogue with marketers for the purpose of making informed decisions are both dimensions of __________,the second reason consumers shop and buy online.