Question 1

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.

Accepted Answer

The website allows visitors to select and purchase products, making it a transactional website.

Question 2

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.

Accepted Answer

These websites are designed to promote products or services by engaging visitors in interactive experiences with the incentive of winning prizes.

Question 3

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

Accepted Answer

Manufacturers often cooperate with marketplace retailers to reach a wider audience and increase sales. This allows them to leverage the popularity and an existing customer base of these retailers, while still maintaining control over their brand and product listings.

Question 4

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

Accepted Answer

Transactional websites, also known as promotional websites or e-commerce websites, allow online customers to purchase goods and services. While the other statements are true, promoting a company's products through a promotional website is not likely to cannibalize sales. Instead, it is more likely to increase sales as it provides another channel for customers to make purchases.

Question 5

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2014.

Accepted Answer

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

Question 6

OceanSpray.com has a website that describes the company's products.The website also includes nutritional information and recipes featuring Ocean Spray products.Since Ocean Spray products are available at nearly all supermarkets,there was no need to include dealer information.Ocean Spray uses a(n)__________ website.

Accepted Answer

Ocean Spray's website is promotional because it provides product information, nutritional details, and recipes to promote their products, rather than facilitating direct transactions or acting as a marketplace.

Question 7

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

Accepted Answer

Promotional websites aim to promote a company's products and services, while transactional websites are designed to convert online browsers into online buyers.

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

Transactional websites typically focus on facilitating online transactions, such as online purchases or registrations. While interactive experiences like games, contests, and quizzes may be offered on these sites, they are not a defining characteristic of transactional websites.

Question 10

The Clinique Division of Estée Lauder,Inc. ,markets cosmetics through department stores.Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store.It is impossible to purchase the items from the website;rather Clinique uses its __________ website to build customer relationships.

Accepted Answer

Clinique uses a promotional website to build customer relationships by encouraging visitors to purchase products at department stores.

Question 11

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

Accepted Answer

Manufacturers of consumer products often rely on intermediaries such as retailers and distributors to reach their customers. If they start selling directly to consumers through their own transactional websites, it may create channel conflict with their intermediaries. This may harm the business relationships and eventually affect sales. Therefore, manufacturers are more likely to avoid using transactional websites.

Question 12

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

Accepted Answer

Families and mothers with no time are often frequent customers of Pizza Hut due to the convenience of ordering pizza for family meals.

Question 13

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

Accepted Answer

Cannibalization occurs when sales made through a transactional website negatively impact sales made in physical stores. Marketers may claim that the number of new customers attracted to the website offsets this problem, but it still can lead to decreased revenue for brick-and-mortar stores. The other answer choices do not accurately describe the problem that can occur from the use of a transactional website.

Question 14

Retailers and direct selling firms have found that their websites,while cannibalizing sales volume from stores,catalogs,and sales representatives,attract new customers and influence sales.When Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 created its website,it reported that __________ of its website customers are __________,most of whom generate new sales volume for the company.

Accepted Answer

60 percent of Victoria's Secret's website customers are men, who are likely purchasing gifts, thus generating new sales volume.

Question 15

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

Accepted Answer

Channel conflict refers to the potential harm that can arise due to the introduction of a new channel, such as the Internet channel, which can disrupt the existing relationships with retailing intermediaries. Therefore, option A is the correct choice. The other options (B-E) do not accurately describe the concept of channel conflict.

Question 16

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

Accepted Answer

QSR stands for "Quick Serve Restaurant," which refers to fast food or fast casual dining establishments known for their quick and efficient service. Pizza Hut is considered a pioneer in this industry because of their early adoption of technology such as online ordering and delivery.

Question 17

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.

Accepted Answer

The phrase "customer experience" and "customer engagement platform" in the sentence suggest the use of a multichannel marketing approach, where Pizza Hut reaches customers through multiple channels such as online, mobile, and in-store.

Question 18

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

Accepted Answer

Promotional websites provide information about a company's products and services, including how they can be used and where they can be purchased. This information can help generate interest and lead to trial of the products and services. Options A, B, C, and E also have a role in marketing and customer acquisition, but are not specifically related to promotional websites.

Question 19

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n)__________ website.

Accepted Answer

Wolfermans.com is a transactional website because customers can purchase products directly from the site.

Question 20

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

Accepted Answer

The statement suggests that Pizza Hut's young adult males want more of the food they love but with less time and cash invested, indicating that they prioritize convenience and affordability over other factors such as nutritional value or social experience.

Quiz 21: Implementing Interactive and Multichannel Marketing

A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S.This is an example of a __________ website.

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.

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

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

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ of U.S.online retail sales in 2014.

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

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

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

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

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

One problem that can occur from the use of a transactional website is __________,even though marketers claim the number of new customers they attract to stores offsets this problem.

A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as __________.

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

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.

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

Wolfermans.com is a website that sells delectable muffins,rich desserts,smoked turkeys,and other food attractively packaged and ready for gift-giving.All a visitor has to do is decide what to buy.Wolfermans.com is an example of a(n) __________ website.

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