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194) 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.
195) 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
196) 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.
197) Despite challenges, growth in multichannel marketing has resulted in these retailers
accounting for about ________ percent of U.S. online retail sales.
A) 30
B) 40
C) 50
D) 70
E) 90
198) 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.
199) Pizza Hut revolutionized the quick serve restaurant (QSR) world through ________
marketing approach that created a customer experience and a customer engagement platform that
was second to none.
A) an interface
B) a cross-channel consumer
C) a behavioral targeting
D) a symbiotic
E) a multichannel
200) 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
201) 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
202) 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
203) 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
204) 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
205) 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.
206) 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.
207) 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
208) 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
209) 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
210) 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
211) 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
212) What is the marketspace?
213) Explain the four ways the marketspace creates value for consumers.
214) 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.
215) Describe the two unique capabilities of Internet technology, interactivity and individuality,
used to promote and sustain customer relationships.
216) 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?
217) How do online consumers differ from the general population?
218) There are five general product and service categories that dominate online consumer buying
today and for the foreseeable future. List them and give an example of each.
219) List the six reasons consumers shop and buy online. Name a reason some may be hesitant.
220) 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.
221) Define and explain the importance of the eight-second rule.
222) Define spam and viral marketing. What are some tactics used in viral marketing?
223) Explain why a majority of online consumers are concerned about the privacy and security
issues related to cookies.
224) When John subscribed to a financial news publication online, the company told him that as
a service to him it would be creating a cookie. Explain what the online publication did and why.
225) Explain what online companies are doing to address consumer worries about privacy and
security when shopping online.
226) Define a cross-channel consumer, and explain why they are important to marketers.
227) What are the three steps in implementing multichannel marketing?
228) Describe why measuring channel performance in multichannel marketing is so difficult.
229) Explain how the Pizza Hut website uses the seven website design elements.
