Exam 17: Integrated Marketing Communications and Direct Marketing

At the De Beers website, users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who may then visit the site. De Beers is using ________ to promote its diamonds.

Explain how the Pizza Hut website uses the seven website design elements.

Which of these characteristics of the digital marketspace creates customer value by contributing to time and place utility?

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.

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

All of these are motivations for showrooming except which?

The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.

Interactive marketing refers to

________ refers to the ability of consumers to stop or change the kind, amount, or timing of information sent to them about products or brands.

________ means a consumer has been given the option to receive e-mail and advertising and has agreed, based on personal data supplied by the consumer.

A digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as

In terms of the online customer experience, context refers to

Permission marketing is dependent on the ________ of the customer.

Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

An interactive, digitally enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a

When you buy an e-book at Amazon.com, it uses ________ to recommend an e-book by a similar author within the same genre.

About ________ percent of Internet users aged 15 and older have shopped online in the United States.

Compared to the general population, online consumers tend to be

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

Monster.com is a leading online, job-hunting website. A person looking for a new job can register with the company in order to save searches. After registration, Monster will automatically e-mail job postings that are relevant to job-hunters. They can unsubscribe on the "Manage Saved Searches" page or with the opt-out link in the welcome e-mail. Monster.com uses ________ to send its e-mail updates.