Question 1

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.

Accepted Answer

Multichannel marketing is 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. Strategic channel alliances refer to partnerships between companies to increase distribution and access to customers. Dual-track reselling and dual distribution refer to the use of multiple intermediaries to reach customers. Retail segmentation is the division of a market into segments based on similar needs and wants.

Question 2

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.

Accepted Answer

Monitoring and measuring performance in various channels is the most challenging step in implementing multichannel marketing because it requires a comprehensive understanding of each channel's contribution to the overall marketing strategy.

Question 3

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

Accepted Answer

Pizza Hut's marketing approach was a multichannel one, as they focused on creating a customer experience and engagement platform across multiple channels (such as online, mobile, and in-store) rather than just relying on one singular channel.

Question 4

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.

Accepted Answer

Developing a customer journey map is a useful first step in implementing multichannel marketing. It helps businesses understand the different touchpoints and interactions a customer may have with their brand throughout the entire journey, from initial awareness to post-purchase experiences. This enables businesses to develop a cohesive multichannel marketing strategy that ensures a seamless customer experience across all touchpoints. The inclusion of uncontrollable touchpoints in the journey map helps businesses identify potential areas of improvement in the customer journey that they may not have direct control over.

Question 5

All of the following are motivators for showrooming except which?
A) looking for online promotions or deals
B) evaluating customer service in retail outlets
C) obtaining product information
D) checking product reviews and ratings on social media
E) seeking lower prices

Accepted Answer

Evaluating customer service in retail outlets is not a motivator for showrooming, which typically involves visiting a store to see a product in person before purchasing it online for a better price or deal.

Question 6

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.

Accepted Answer

QSR stands for Quick Serve Restaurant and Pizza Hut is a well-known and established fast food chain that fits this description.

Question 7

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.

Accepted Answer

The answer of The most common cross-channel shopping and buying...

Question 8

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

Accepted Answer

Clinique is utilizing multiple channels for their customers to make purchases - both in department stores and online. This makes them a multichannel marketer.

Question 9

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

Accepted Answer

Cross-channel consumers who shop online but buy offline engage in webrooming-the practice of examining products online and then buying them in a store.While lower price is a significant motivator for webrooming,they cite other factors as well: avoiding shipping costs,gaining immediate possession of a product,and allowing for easier returns.

Question 10

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 ________ strategy.
A) a cross-functional
B) an interlocking marketing
C) a multichannel marketing
D) a dual distribution
E) a market penetration

Accepted Answer

Office Depot's strategy involves multiple channels for customers to purchase their products (online, in-store, and buy online collect in store), which is known as multichannel marketing.

Question 11

________ is the practice of examining products online and then buying them in a store.
A) Multichannel buying
B) Pull marketing
C) Intertype retailing
D) Webrooming
E) Showrooming

Accepted Answer

Webrooming is when consumers research products online but make the purchase in a physical store.

Question 12

Showrooming refers to
A) areas in retail stores where point-of-purchase displays are used to show goods for sale.
B) an arrangement whereby a firm reaches different buyers by employing two or more different retail layouts and atmospherics for the same basic product.
C) competition among retail firms in different types of businesses but which sell the same product.
D) retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing.
E) the practice of examining products in a store and then buying them online for a cheaper price.

Accepted Answer

Showrooming is the practice of examining products in a physical store and then purchasing them online for a cheaper price. This allows consumers to see and test the product in person before making a decision to buy, but then purchase the product elsewhere for a better deal.

Question 13

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.

Accepted Answer

Multichannel marketing refers to the use of multiple communication and delivery channels, both traditional and online, to attract, retain, and build relationships with customers. The channels are mutually reinforcing, and the goal is to create a seamless customer experience across all channels. Examples include a company that has both a brick-and-mortar store and an online store, or one that uses social media, email marketing, and direct mail to reach customers.

Question 14

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.

Accepted Answer

Starting by documenting cross-channel consumer behavior with a customer journey map is an important step in effectively implementing multichannel marketing. This will help identify which channels consumers use at different stages of their purchase journey and enable companies to create a cohesive and personalized marketing strategy across all channels. The other options, such as establishing subbrands or minimizing the number of channels, may not necessarily lead to effective multichannel marketing. Additionally, immediately appointing a channel captain may not be feasible or necessary at the outset. Creating an engaging website is also important but may not be the first step in implementing a multichannel marketing strategy.

Question 15

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

Accepted Answer

The answer of Pizza Hut's most frequent customers can be...

Question 16

About ________ percent of U.S. online shoppers have engaged in showrooming for one or more products.
A) 10
B) 25
C) 33
D) 40
E) 75

Accepted Answer

The answer of About ________ percent of U.S. online shoppers...

Question 17

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.

Accepted Answer

Conveying a consistent customer experience across channels is essential in implementing multichannel marketing. This means that no matter which channel the customer uses, the messages and touchpoints must be consistent to create a seamless customer experience. Providing access to human service representatives (A), encouraging shoppers to research online but buy in-store (B), and providing information primarily online (C) are tactics that may be useful but are not essential to implementing multichannel marketing. Sharing customer information with competitors (E) is never a good practice.

Question 18

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in
A) multichannel buying.
B) webrooming.
C) social commerce.
D) showrooming.
E) push retailing.

Accepted Answer

Webrooming refers to the practice where consumers research products online but go to a physical store to make the purchase. This behavior is often motivated by the desire to avoid shipping costs, gain immediate possession of the product, and have easier return options.

Question 19

Which of the following is popular product category for showrooming?
A) cleaning products
B) music
C) jewelry
D) consumer electronics
E) furniture

Accepted Answer

Consumer electronics are a popular category for showrooming because customers often want to see and try the products in person before purchasing them online for better prices.

Question 20

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

Accepted Answer

The answer of Despite challenges, growth in multichannel marketing has...

Quiz 14: Implementing Interactive and Multichannel Marketing

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

Which step in implementing multichannel marketing is most challenging?

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.

Developing a customer journey map, including uncontrollable touchpoints, is a useful first step in implementing

All of the following are motivators for showrooming except which?

Pizza Hut has been a pioneer in the QSR industry. QSR is an acronym for

The most common cross-channel shopping and buying path is to browse one or more websites and then

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.

Which of the following is not a motivation for webrooming?

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 ________ strategy.

________ is the practice of examining products online and then buying them in a store.

Showrooming refers to

Multichannel marketing refers to

Which of the following is an important step in effectively implementing multichannel marketing?

Pizza Hut's most frequent customers can be divided into two categories: (1) ________ and (2) young adult males with active lifestyles.

About ________ percent of U.S. online shoppers have engaged in showrooming for one or more products.

Essential in implementing multichannel marketing is to

Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in

Which of the following is popular product category for showrooming?

Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.