Question 1

What is the digital marketspace?

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Question 2

How do online consumers differ from the general population?

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Question 3

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 ________."

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Question 4

List the six reasons consumers shop and buy online. Name a reason some may be hesitant.

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Question 5

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

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Question 6

What two unique capabilities of digital technology promote and sustain customer relationships?

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Question 7

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.

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Question 8

Define a cross-channel consumer, and explain why they are important to marketers.

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Question 9

Explain the four ways the marketspace creates value for consumers.

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Question 10

Pizza Hut's management team uses ________ 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.

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A marketing dashboard is a tool used by management teams to monitor and analyze the performance of marketing activities, providing real-time data and insights to optimize engagement and performance.

Question 11

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?

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Question 12

Define and explain the importance of the eight-second rule.

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Question 13

Define spam and viral marketing.

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Question 14

Describe why measuring channel performance in multichannel marketing is so difficult.

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Question 15

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.

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Question 16

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

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Question 17

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.

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Question 18

What are the three steps in implementing multichannel marketing?

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Question 19

Explain how the Pizza Hut website uses the seven website design elements.

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Question 20

There are several product characteristics that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

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Quiz 17: Integrated Marketing Communications and Direct Marketing