Question 1

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

Accepted Answer

Pizza Hut tapped into Facebook to create a community and achieved very cost-effective results.

Question 2

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 is an acronym for "quick serve restaurant."

Question 3

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

Accepted Answer

Pizza Hut set out to reinvent the retail pizza business by breaking away from a transactional platform to an efficient and powerful customer engagement platform.

Question 4

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

Accepted Answer

Pizza Hut revolutionized the quick serve restaurant world through a multichannel marketing approach that created a customer experience and a customer engagement platform.

Question 5

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

In multichannel marketing,the different channels should mutually reinforce one another in attracting,retaining,and building relationships with consumers.This is done by conveying a consistent customer experience through consumer touchpoints and messages across channels.

Question 6

What is the marketspace?

Accepted Answer

The answer of What is the marketspace?...

Question 7

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

Accepted Answer

Pizza Hut's management team use a marketing dashboard to monitor various aspects of the brand's marketing program and provides an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Question 8

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

Accepted Answer

Since promotions are an important expectation in pizza purchasing,Pizza Hut's context and content 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.

Question 9

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

The third step in implementing multichannel marketing is monitoring and measuring performance.This step has proven difficult for marketers for two reasons.First,the magnitude of data corresponding to which channel(s)each consumer accesses during each stage in the purchase decision process has made data difficult to assemble and integrate.Second,the task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex.

Question 10

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.

Accepted Answer

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's based on saved preferences.

Question 11

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

Accepted Answer

"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high trust and high transactions," said Ian Wolfman,Pizza Hut chief marketing officer.

Question 12

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

Accepted Answer

Pizza Hut's program identified a summer intern,or Twintern,responsible for monitoring and encouraging dialog on Twitter and other social media networks.

Question 13

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

In general,Pizza Hut's most frequent customers can be divided into two categories: (1)families,primarily time-starved mothers,looking for a quick and simple mealtime solution and (2)young adult males who fuel their active lifestyle with one of the world's most versatile and convenient foods.

Question 14

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

Accepted Answer

Pizza Hut's cost-conscious mothers look for a good quality product and a hassle-free eating experience.Deal-seeking young adult males seek more of the food they love with less time and cash invested in the process.

Question 15

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

Accepted Answer

Since communications programs are an important component in pizza purchasing,website content and communications were integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

Question 16

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

Efforts to implement multichannel marketing involve three steps.The first is to document cross-channel consumer behavior,and that can be done with a customer journey map.

Question 17

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

Accepted Answer

Pizza Hut's young adult males seek more of the food they love with less time and cash invested in the process.

Question 18

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

Many companies that originally built their businesses online now operate retail stores and showrooms.They are now multichannel marketers.The Clinique Division of Esteé Lauder Companies,which built its business in traditional department stores,reports that 80 percent of current customers who visit its website later purchase a Clinique product at a department store.

Question 19

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.

Accepted Answer

For customers who have already registered,there are several personalization options,including rapid ordering called Express Checkout-a feature that relies on saved preference,delivery,and payment options through a stored cookie (a piece of digital code that is used to identify previous visitors)to speed the transaction.

Question 20

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

Accepted Answer

Fully 70 percent of U.S.online retail sales are made by companies that practice multichannel marketing.Multichannel marketers are expected to register about 90 percent of U.S.online retail sales in 2021.

Quiz 21: Implementing Interactive and Multichannel Marketing

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.

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

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.

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.

Essential in implementing multichannel marketing is to

What is the marketspace?

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.

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.

Which step in implementing multichannel marketing is most challenging?

Pizza Hut's website customization is achieved in several ways,but the primary utility is to

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 ."

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.

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

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.

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.

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

Pizza Hut's young adult males seek more of the food they love with ________ in the process.

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.

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

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.