Question 1

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-over
C)dual-track
D)symbiotic
E)multichannel

Accepted Answer

The phrase "customer engagement platform" suggests that Pizza Hut's marketing approach was multichannel, meaning they utilized multiple channels to engage their customers. This approach allowed Pizza Hut to create a cohesive customer experience across various touchpoints, such as their website, social media, mobile app, and in-store.

Question 2

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 allows customers to simplify the ordering process by selecting their preferred pizza crust, toppings, and other options, making it easier and more convenient to place an order online.

Question 3

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n)__________ 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)transformational; promotional
B)promotional; transactional
C)transactional; customer engagement
D)informational; transactional
E)customer engagement; transactional

Accepted Answer

The sentence mentions Pizza Hut's transition from a previous platform to a more efficient one, indicating a shift in their approach to customer engagement and transactions. The terms "transactional" and "customer engagement" in option C accurately describe this change. Option E is also somewhat relevant, but option C is a more precise fit. Option A, B, and D are not mentioned in the sentence.

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

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)choiceboard
E)transactional

Accepted Answer

These types of websites are designed to promote a product or brand by engaging the visitor in an interactive experience with the potential to win prizes.

Question 6

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.
A)conventional
B)transactional
C)promotional
D)transformational
E)customer conversion

Accepted Answer

Clinique uses its website for promotional purposes, specifically to build customer relationships. This is because their website does not allow for actual product purchases but rather aims to attract and engage potential customers by highlighting the benefits and features of their products.

Question 7

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

The answer of Promotional websites generate interest in and trial...

Question 8

Which of the following statements about transactional 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

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 9

When Pizza Hut designed its marketing website,it wanted to make it easier and as user-friendly as possible.In particular,it did not require repeat customers to have to enter in their address,telephone number,and payment options every time they make an online purchase.Rather,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

Pizza Hut used a cookie to automatically retrieve customer information and make the ordering process easier and more user-friendly. Cookies are small files that are stored on a user's computer and can contain information such as login credentials, browsing history, and preferences.

Question 10

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.
A)choiceboard
B)conventional
C)transactional
D)promotional
E)intermediary

Accepted Answer

The answer of OceanSpray.com has a website that describes the...

Question 11

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 the importance of promotions in pizza purchasing, which is related to the content available on the website. The sentence also mentions the need for easy ordering access, which is related to the context of the website design. Therefore, A - context and content - is the best choice.

Question 12

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 and mothers with no time
C)college students living on campus
D)men who watch sports on weekends
E)high school students on dates

Accepted Answer

The answer of Pizza Hut's most frequent customers divide into...

Question 13

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 2012.
A)40%
B)50%
C)60%
D)70%
E)90%

Accepted Answer

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

Question 14

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 15

Pizza Hut was a pioneer in QSR.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," and it refers to a type of fast-food or fast-casual restaurant that emphasizes quick service and convenience for customers. Pizza Hut was an early adopter of the QSR model, with its focus on fast delivery and carryout service.

Question 16

Pizza Hut's management team uses a __________ 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)marketing matrix
B)transfer template
C)marketing dashboard
D)information screen
E)corporate dashboard

Accepted Answer

A marketing dashboard is a tool that provides real-time data and metrics related to various aspects of a company's marketing program. It helps the management team make data-driven decisions, optimize engagement with customers, and adjust their strategy accordingly. Pizza Hut's management team likely uses a marketing dashboard to monitor their campaigns, promotions, social media activity, customer feedback, and other relevant data.

Question 17

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)speed up the delivery process
C)saved preferences
D)offering the best value for the price
E)create strong customer relationship

Accepted Answer

Express Checkout is personalized based on saved preferences, which allows for faster ordering.

Question 18

Pizza Hut realized that it did not make sense for them or their customers to create a community on the site,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 engage with customers and achieve results in a cost-effective manner, as Facebook is a popular platform for building communities and interacting with users.

Question 19

Pizza Hut's website __________ and __________ are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.
A)context; content
B)communication; context
C)commerce; customization
D)communication; connection
E)content; communications

Accepted Answer

The sentence suggests that Pizza Hut's website is integrated with the company's overall communications programs, including traditional media, and that product innovations, promotions, and special events are shared across platforms. This means that the website's content and communications are integrated with the company's overall strategy, making E (content; communications) the best choice.

Question 20

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 word "Twintern" is a combination of "Twitter" and "intern," and it accurately describes the role that Pizza Hut was looking to fill.

Quiz 18: Implementing Interactive and Multichannel Marketing

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.

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

Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) 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'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.

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.

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

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

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

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 2012.

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

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

Pizza Hut's management team uses a __________ 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.

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 realized that it did not make sense for them or their customers to create a community on the site,Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Pizza Hut's website and are integrated with the company's overall communications programs-including traditional media-with product innovations,promotions,and special events shared across platforms.

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.