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217) Pizza Hut's 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.
A) Trusttern
B) Twintern
C) Stutern
D) Brandtern
E) Blogtern
218) Pizza Hut's management team uses a(n) ________ to monitor various aspects of the brand's
marketing program and provide an almost constant stream of fresh information that it can use to
optimize engagement with people or tweak various aspects of performance.
A) Gantt chart
B) market-product grid
C) marketing dashboard
D) information screen
E) BCG matrix
219) According to Ian Wolfman, Pizza Hut chief marketing officer, "Brands that thrive will be
those, like Pizza Hut, that can efficiently build sustainable relationships with people—
relationships that have both high ________ and high ________."
A) trust; transactions
B) levels of communication; brand awareness
C) customer loyalty; consumer expectations
D) customer interaction; product awareness
E) customer value; mutual respect
220) What is the marketspace?
221) Explain the four ways the marketspace creates value for consumers.
222) The greatest marketspace opportunity for marketers lies in its potential for creating form
utility. Explain how form utility contributes to customer value through communication,
customization, and choice.
223) What two unique capabilities of Internet technology promote and sustain customer
relationships?
224) Define the customer experience from an interactive marketing perspective. List the seven
website design elements that companies use to produce a customer experience. Which two of
these design elements provide a platform for the other five?
225) How do online consumers differ from the general population? What three characteristics of
online consumers make them an attractive market?
226) There are several general product and service categories that dominate online consumer
buying today and for the foreseeable future. List them and give an example of each.
227) List the six reasons consumers shop and buy online.
228) 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.
229) Define and explain the importance of the eight-second rule.
230) Define spam and viral marketing.
231) Explain why a majority of online consumers are concerned about the privacy and security
issues related to cookies.
232) When John subscribed to a financial news publication online, the company told him that as
a service it would be creating a cookie. Explain what the online publication did.
233) Explain what online companies are doing to address consumer worries about privacy and
security when shopping online.
234) Define a cross-channel consumer, and explain why they are important to marketers.
235) What are the three steps in implementing multichannel marketing?
236) Describe why measuring channel performance in multichannel marketing is so difficult.
237) Explain how the Pizza Hut website uses the seven website design elements.
