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195) Which of the following is not a motivation for webrooming?
A) obtaining a lower price
B) gaining immediate possession of a product
C) finding a larger selection
D) avoiding shipping costs
E) expecting easier returns
196) The most common cross-channel shopping and buying path is to browse one or more
websites and then
A) negotiate among competitors for the lowest price.
B) find the item on an auction site such as eBay.
C) contact the manufacturer directly.
D) click on the shopping cart icon to purchase the product or service.
E) purchase the item at a retail store.
197) The 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
A) multichannel marketing.
B) strategic channel alliances.
C) dual-track reselling.
D) dual distribution.
E) retail segmentation.
198) Multichannel marketing refers to
A) selling the same product to the same customers under two distinct brand names.
B) selling the same product to the same customers at two different price points through two
different distributors.
C) the 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.
D) the use of bots to find the best prices and make purchases from multiple websites
simultaneously.
E) the blending of nonelectronic communication and delivery channels to counteract the power
of online buying.
199) 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 following a(n) ________ strategy.
A) cross-functional
B) interlocking marketing
C) multichannel marketing
D) dual distribution
E) market penetration
200) Which of the following is an important step in effectively implementing multichannel
marketing?
A) Establish subbrands for catalog retailers and direct selling channels.
B) Immediately appoint a channel captain to avoid channel conflict.
C) Minimize the number of channels to avoid cannibalizing sales from stores.
D) Create a website that will engage visitors with interactive experiences that involve games,
contests, and quizzes.
E) Start by documenting cross-channel consumer behavior with a customer journey map.
201) Developing a customer journey map, including uncontrollable touchpoints, is a useful first
step in implementing
A) cross-functional teams.
B) social commerce.
C) multichannel marketing.
D) dual distribution.
E) market penetration.
202) Essential in implementing multichannel marketing is to
A) provide access to human service representatives to assist in making purchases, regardless of
channel.
B) encourage shoppers to research online but then buy in store.
C) provide information on how items can be used and where they can be purchased primarily
online, where most searches start.
D) convey a consistent customer experience through consumer touchpoints and messages across
channels.
E) share information on customer preferences and buying habits with competitors.
203) The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in
traditional department stores. Clinique now reports 80 percent of current customers who visit its
website later purchase a Clinique product at a department store. Clinique has become a
________ marketer.
A) social
B) transactional
C) multichannel
D) transformational
E) conversion
204) Which step in implementing multichannel marketing is most challenging?
A) establishing subbrands for catalog retailers and direct selling channels
B) employing communication and delivery channels that are mutually reinforcing in attracting,
retaining, and building relationships with consumers.
C) monitoring and measuring performance in various channels.
D) creating a website that will engage visitors with interactive experiences.
E) documenting cross-channel consumer behavior with a customer journey map.
205) Despite challenges, growth in multichannel marketing has resulted in these retailers being
expected to account for about ________ percent of U.S. online retail sales in 2021.
A) 40
B) 50
C) 60
D) 70
E) 90
206) Pizza Hut has been a pioneer in the QSR industry. QSR is an acronym for
A) quick serve restaurant.
B) quality service restaurant.
C) quality, service, and responsibility.
D) quantity service restaurant.
E) quality service review.
207) Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n)________
marketing approach that created a customer experience and a customer engagement platform that
was second to none.
A) interface
B) cross-channel consumer
C) behavioral targeting
D) symbiotic
E) multichannel
208) Pizza Hut's most frequent customers can be divided into two categories: (1) ________ and
(2) young adult males with active lifestyles.
A) people returning home from work
B) families, primarily time-starved mothers
C) college students living on campus
D) men who watch sports on weekends
E) high school students on dates
209) Pizza Hut's young adult males seek more of the food they love with ________ in the
process.
A) nutritional value
B) a hassle-free eating experience
C) a great social experience
D) less time and cash invested
E) friendly environment
210) 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.
A) nutritional value; coupons and extra servings
B) a hassle-free eating experience; less time and cash invested
C) the lowest price possible; a great social experience
D) time with their children; the best price possible
E) friendly environment; free, fast, and easy delivery
211) Pizza Hut set out to reinvent the retail pizza business by breaking away from ________
platform to an efficient and powerful ________ platform by reaching into its customers' kitchens
and couches to offer a better mealtime ordering, delivery, and dining experience.
A) a transformational; promotional
B) a promotional; transactional
C) a transactional; customer engagement
D) an informational; transactional
E) a customer engagement; transactional
212) Since promotions are an important expectation in pizza purchasing, Pizza Hut's ________
and ________ website design elements balance the ability to shop for a deal with quick and easy
ordering access for people who arrive at PizzaHut.com ready to purchase.
A) context; content
B) communication; context
C) commerce; customization
D) communication; connection
E) content; community
213) Pizza Hut's website customization is achieved in several ways, but the primary utility is to
A) speed up the delivery process.
B) offer the greatest selection.
C) offer the best value for the price.
D) create strong customer relationship.
E) simplify ordering.
214) 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 requires
A) offering the greatest selection.
B) speeding up the delivery process.
C) stored cookies.
D) offering the best value for the price.
E) creating a strong customer relationship.
215) Pizza Hut's website ________ are integrated with the company's overall communications
programs—including traditional media—with product innovations, promotions, and special
events shared across platforms.
A) context and content
B) communication and context
C) commerce and customization
D) communication and connection
E) content and communications
216) Pizza Hut realized that it did not make sense for it or its customers to create a community
on the site. As a result, Pizza Hut tapped into ________ to achieve results in a very cost-effective
manner.
A) LinkedIn
B) Facebook
C) Flicker
D) Pinterest
E) Twitter
