Question 1

Pizza Hut's 2009 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

The term "Twintern" is commonly used to describe an intern responsible for managing a company's Twitter account and other social media platforms. It combines the words "Twitter" and "intern." Therefore, option B is the best choice in this context.

Question 2

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.

Accepted Answer

The answer of The greatest marketspace opportunity for marketers lies...

Question 3

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 primarily focuses on simplifying ordering for customers. Customers can customize their pizza by choosing toppings, crusts, and sauces, and can easily add sides, drinks, and desserts to their order. The website also offers a user-friendly interface for easy navigation and checkout. By simplifying the ordering process, Pizza Hut is able to enhance the customer experience and create a more user-friendly website.

Question 4

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

The answer of Pizza Hut's cost-conscious mothers look for a...

Question 5

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?

Accepted Answer

The answer of Define the customer experience from an interactive...

Question 6

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

Accepted Answer

The answer of What two unique capabilities of Internet technology...

Question 7

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

The answer of According to Ian Wolfman, Pizza Hut chief...

Question 8

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
A)offering the greatest selection.
B)speeding up the delivery process.
C)saved preferences.
D)offering the best value for the price.
E)creating a strong customer relationship.

Accepted Answer

Express Checkout is a personalization option that is based on saved preferences, making it faster and simpler for customers to order.

Question 9

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

The question is asking about the platform that Pizza Hut moved away from and the platform it moved towards. Based on the options provided, the closest match for the old platform is "transactional," which refers to a system focused on completing transactions efficiently without necessarily prioritizing customer engagement. The best match for the new platform is "customer engagement," which involves actively reaching out to customers and creating a better overall experience. Therefore, the best choice is C) a transactional; customer engagement.

Question 10

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The answer of Explain the four ways the marketspace creates...

Question 11

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

A marketing dashboard is a tool used by businesses to monitor metrics and key performance indicators (KPIs) in real-time. Pizza Hut's management team would benefit from using a marketing dashboard to track important metrics such as sales, customer feedback, and social media engagement. This would allow them to make data-driven decisions and adjust their marketing strategies accordingly.

Question 12

When Pizza Hut designed its marketing website, it wanted to make it as user-friendly as possible. In particular, it wanted its website to recognize each customer by name every time he or she visited the site to place an order. The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a
A)cookie.
B)portal.
C)gopher.
D)spider.
E)bot.

Accepted Answer

Cookies are small pieces of data that are stored on the user's computer and can be accessed by the website. They are commonly used to track user preferences and recognize returning visitors. In this case, Pizza Hut's website uses cookies to retrieve the customer's information and recognize them by name every time they visit the site to place an order.

Question 13

What is the marketspace?

Accepted Answer

The answer of What is the marketspace?...

Question 14

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

Accepted Answer

The answer of How do online consumers differ from the...

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

The sentence states that Pizza Hut's website integrates with the company's overall communications program, which includes product innovations, promotions, and special events shared across platforms. This suggests that the website's content and communications are integrated with Pizza Hut's broader marketing strategy, making choice E - content and communications - the best answer. Choices A and B are similar, but they do not cover the full scope of Pizza Hut's marketing efforts, whereas choice C - commerce and customization - is not mentioned in the sentence. Choice D - communication and connection - is also close in meaning to E, but it does not fully capture the idea that the website's content is aligned with the company's broader communications program.

Question 16

List the six reasons consumers shop and buy online.

Accepted Answer

The answer of List the six reasons consumers shop and...

Question 17

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

The answer of Pizza Hut realized that it did not...

Question 18

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

The sentence mentions "website design elements" balancing "the ability to shop for a deal with quick and easy ordering access", which refers to the context and content of the website. Therefore, A is the best answer. The other options do not fit the sentence contextually.

Question 19

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

The answer of Pizza Hut's young adult males seek more...

Question 20

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

Accepted Answer

The answer of There are six general product and service...

Quiz 21: Implementing Interactive and Multichannel Marketing

Pizza Hut's 2009 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.

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.

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

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.

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?

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

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 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

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.

Explain the four ways the marketspace creates value for consumers.

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.

What is the marketspace?

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

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.

List the six reasons consumers shop and buy online.

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.

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.

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

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.