Question 1

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.
A)40
B)50
C)60
D)70
E)90

Accepted Answer

The answer of The popularity of multichannel marketing is apparent...

Question 2

When manufacturers market their product lines using transactional websites, they often
A)cooperate with retailers.
B)run the risk of breaking anticompetitive laws, such as the Clayton Act.
C)keep their websites as simple as possible.
D)change their pricing strategy from a skimming to a penetration pricing strategy.
E)employ the services of Internet warehouses so they do not have to maintain title to the goods.

Accepted Answer

Manufacturers that market their product lines using transactional websites often cooperate with retailers. This can involve offering special deals or promotions to encourage retailers to promote their products on their own websites or in-store. By working together, manufacturers and retailers can both benefit from increased sales and increased customer loyalty. Furthermore, this approach can help manufacturers reach a wider audience and establish themselves as reliable partners in the retail industry.

Question 3

Victoria's Secret, the well-known retailer of intimate apparel for women ages 18 to 45 reports that __________ of its website customers are __________, most of whom generate new sales volume for the company.
A)50 percent; women between the ages of 45 and 65
B)40 percent; teenagers from 13 to 17
C)30 percent; mature women 50 years and older
D)25 percent; customers from rural communities
E)60 percent; men

Accepted Answer

Victoria's Secret reports that 60 percent of its website customers are men, who often purchase items as gifts, thus generating new sales volume for the company.

Question 4

Which of the following statements about transactional websites is not true?
A)Transactional websites are most common among store and catalog retailers and direct selling companies.
B)Transactional websites can create channel conflict.
C)Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
D)Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
E)Transactional websites are used less frequently by manufacturers of consumer products.

Accepted Answer

Transactional websites typically engage visitors with interactive experiences such as product demos, configurators, and personalized recommendations. However, they usually do not involve games, contests, and quizzes. Therefore, statement D is not true.

Question 5

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.
A)multichannel
B)transactional
C)promotional
D)intermediary
E)direct selling

Accepted Answer

A transactional website is specifically designed to facilitate transactions and convert browsers into buyers. It typically includes features such as a shopping cart, product pages, and secure checkout options. The other options are not as focused on driving direct sales.

Question 6

Pizza Hut's most frequent customers divide 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

Families, primarily time-starved mothers, are a key demographic for Pizza Hut, as they often seek convenient meal solutions.

Question 7

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites __________.
A)create portals; act as bots
B)convert online browsers into online buyers; promote a company's products and services
C)provide information about a company; move consumers closer to a purchase
D)move consumers closer to a purchase; provide information about a company
E)advertise and promote; convert online browsers into a buyer

Accepted Answer

Promotional websites are primarily focused on advertising and promoting products or services, while transactional websites aim to convert online browsers into buyers by facilitating purchases.

Question 8

Pizza Hut was 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, which refers to a type of restaurant that offers fast, convenient food service. Pizza Hut is known as a QSR because customers can order and receive their food quickly, without having to wait a long time for table service.

Question 9

A recurring issue for manufacturers with transactional websites is the threat of __________________ and the potential harm to trade relationships with their retailing intermediaries.
A)channel conflict
B)channel clash
C)channel chaos
D)channel divergence
E)channel discord

Accepted Answer

Channel conflict refers to a situation where manufacturers and their retailing intermediaries (such as distributors, wholesalers, and retailers) compete for the same customers. This can lead to disagreements and harm trade relationships, as well as undermine pricing and distribution strategies. Therefore, manufacturers need to manage channel conflict by adopting appropriate communication, coordination, and cooperation mechanisms that align the interests of all parties involved in the channel.

Question 10

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 multichannel, which means they utilized various channels such as online, mobile, social media, and in-store to create a seamless customer experience and engage with their customers across multiple platforms. This approach allowed them to reach a wider audience and provide a more personalized and convenient service to their customers.

Question 11

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way
A)to create competition with its intermediaries.
B)to create additional promotional opportunities for its partners.
C)to limit completion among its retail partners.
D)to not violate the relationship with trade partners, and thus avoiding channel conflict.
E)to create additional transactional opportunities.

Accepted Answer

Callaway has adopted this approach to maintain a good relationship with its trade partners and avoid channel conflict. By allowing the retailers to fulfill the orders, Callaway can ensure that the retailers remain profitable and continue to support their products. This also helps in building a good rapport with the retail partners, which is crucial for any business.

Question 12

A visitor to the Tupperware website, Tupperware.com, can select and buy products to be sent anywhere in the United States. This is an example of a __________ website.
A)portal
B)promotional
C)transactional
D)multichannel
E)direct sales

Accepted Answer

A transactional website is one that allows customers to complete transactions, such as making purchases, online. Tupperware.com allows customers to select and buy products for delivery anywhere in the United States, making it a transactional website.

Question 13

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.
A)choice board
B)conventional
C)transactional
D)promotional
E)intermediary

Accepted Answer

Promotional websites are specifically designed to advertise a company's products, provide information on their usage, and guide customers on where they can be purchased.

Question 14

Retailers and direct selling firms have found that their websites, while ___________ from stores, catalogs, and sales representatives, attract new customers and influence sales.
A)also increasing sales volume
B)increasing stickiness
C)cannibalizing sales volume
D)creating unauthorized sales
E)creating excessive product returns

Accepted Answer

Websites can sometimes lead to cannibalization, where sales from physical stores or other channels are reduced as customers shift to purchasing online.

Question 15

Hyundai Motor America reports that 80 percent of the people visiting a Hyundai store first visited the brand's website (www.hyundaiusa.com) and 70 percent of Hyundai leads come from its website. Hyundai uses this strategy because promotional sites are
A)by far the cheapest means for Hyundai to reach potential customers.
B)much better than transactional sites at generating sales at Hyundai.
C)also transactional sites for Hyundai.
D)effective in generating interest in and trial of Hyundai's products.
E)suitable intermediary channels for Hyundai.

Accepted Answer

The statement mentions that visiting the brand's website is effective in generating interest and 70% of Hyundai leads come from its website. This indicates that promotional sites are suitable for generating interest and driving customer trials for Hyundai's products.

Question 16

Which of the following statements about promotional websites is not true?
A)Promotional websites can be used to support a company's traditional marketing channel.
B)Promotional websites provide information on how items can be used and where they can be purchased.
C)Promotional websites are effective in generating interest in and trial of a company's products.
D)Promotional websites can cannibalize sales.
E)Promotional websites advertise and promote a company's products and services.

Accepted Answer

Promotional websites can generate interest and trial, provide information on products and promote a company. However, they do not cannibalize sales as they are a part of a company's marketing mix and work in conjunction with other marketing channels.

Question 17

Manufacturers of consumer products use transactional websites less frequently than other firms because
A)in some industries, this form of vertical integration is illegal.
B)there is a threat of channel conflict.
C)it is difficult to maintain inventory levels at online warehouses.
D)some stakeholders are opposed to websites that drain resources without providing any return on investment.
E)such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently.

Accepted Answer

Manufacturers of consumer products often rely on intermediaries, such as retailers and distributors, to sell their products. These intermediaries may perceive the manufacturer's use of a transactional website as a threat to their own sales, leading to channel conflict. This can create tension and potentially harm relationships with these intermediaries.

Question 18

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.
A)conventional
B)transactional
C)promotional
D)transformational
E)customer conversion

Accepted Answer

Clinique uses its promotional website to build customer relationships by encouraging noncustomers to visit their site, which subsequently leads to purchases at department stores.

Question 19

Promotional websites generate interest in and trial of a company's products and services by
A)providing access to human service representatives to assist in making purchases.
B)accommodating interactive communication initiated by a company's employees, investors, and suppliers.
C)converting online browsers into online buyers.
D)providing information on how items can be used and where they can be purchased.
E)obtaining information on customer preferences and buying habits.

Accepted Answer

Promotional websites aim to generate interest by providing information on product usage and purchase locations, encouraging potential customers to try or buy the products.

Question 20

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.
A)promotional
B)conventional
C)intermediary
D)choice board
E)transactional

Accepted Answer

Promotional websites are designed to promote a business or product, and often use interactive experiences such as games, contests, and quizzes to engage visitors and offer prizes as incentives for participating. These prizes may include electronic coupons and other gifts.

Quiz 21: Implementing Interactive and Multichannel Marketing

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ percent of U.S. online retail sales in 2018.

When manufacturers market their product lines using transactional websites, they often

Victoria's Secret, the well-known retailer of intimate apparel for women ages 18 to 45 reports that of its website customers are , most of whom generate new sales volume for the company.

Which of the following statements about transactional websites is not true?

A(n) __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.

Pizza Hut's most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.

The principal difference between the two major types of websites is that promotional websites are designed to while transactional websites .

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

A recurring issue for manufacturers with transactional websites is the threat of __________________ and the potential harm to trade relationships with their retailing intermediaries.

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.

Callaway Golf Co. markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order. The majority of retailers that sell Callaway merchandise participate in this relationship. Callaway does this in such a way

A visitor to the Tupperware website, Tupperware.com, can select and buy products to be sent anywhere in the United States. This is an example of a __________ website.

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.

Retailers and direct selling firms have found that their websites, while ___________ from stores, catalogs, and sales representatives, attract new customers and influence sales.

Hyundai Motor America reports that 80 percent of the people visiting a Hyundai store first visited the brand's website (www.hyundaiusa.com) and 70 percent of Hyundai leads come from its website. Hyundai uses this strategy because promotional sites are

Which of the following statements about promotional websites is not true?

Manufacturers of consumer products use transactional websites less frequently than other firms because

The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store. Clinique uses its __________ website to build customer relationships.

Promotional websites generate interest in and trial of a company's products and services by

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.