Question 1

Pizza Hut's 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.

Accepted Answer

Pizza Hut's program to identify a summer intern responsible for social media engagement is called "Twintern," combining "Twitter" and "intern."

Question 2

Which step in implementing multichannel marketing is most challenging?

Accepted Answer

Monitoring and measuring performance in various channels is the most challenging step in implementing multichannel marketing because it requires a comprehensive understanding of each channel's contribution to the overall marketing strategy.

Question 3

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.

Accepted Answer

Pizza Hut utilized Facebook to engage with its customers and achieve marketing results in a cost-effective manner, as Facebook is a popular platform for building communities and interacting with users.

Question 4

The task of assigning the proportional credit to each channel and consumer touchpoint across all online and offline channels for a desired consumer action is extremely complex. The practice and techniques used to credit or value a particular channel and consumer touchpoint is referred to as

Accepted Answer

Marketing attribution is the practice of evaluating the contribution of each channel and touchpoint in the consumer's journey to a desired action, such as a purchase.

Question 5

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

Accepted Answer

Families, primarily time-starved mothers, are often frequent customers of Pizza Hut due to the convenience of ordering pizza for family meals.

Question 6

The Clinique Division of Estée Lauder, Inc., markets cosmetics and built its business in traditional department stores. Clinique now reports 80 percent of current customers who visit its website later purchase a Clinique product at a department store. Clinique has become a ________ marketer.

Accepted Answer

Clinique is a multichannel marketer because it engages customers through multiple channels, such as its website and traditional department stores, to drive sales.

Question 7

Developing a consumer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Accepted Answer

A consumer journey map helps in understanding how customers interact with a brand across various channels, which is essential for implementing multichannel marketing strategies.

Question 8

Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.

Accepted Answer

The answer of Despite challenges, growth in multichannel marketing has...

Question 9

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

Accepted Answer

Pizza Hut's website customization primarily aims to simplify the ordering process, making it easier for customers to select and customize their orders online.

Question 10

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

Accepted Answer

QSR stands for "quick serve restaurant," which refers to establishments that provide fast food services.

Question 11

Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.

Accepted Answer

Office Depot is using a multichannel marketing strategy by offering online shopping, in-store pickup, and a wide range of products available both online and in-store.

Question 12

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.

Accepted Answer

Cost-conscious mothers prioritize a hassle-free eating experience, while deal-seeking young adult males aim to spend less time and money.

Question 13

Essential in implementing multichannel marketing is to

Accepted Answer

A consistent customer experience across all channels ensures that customers receive the same message and level of service, which is crucial for effective multichannel marketing.

Question 14

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.

Accepted Answer

The correct answer is "content and communications" because these elements are typically integrated with a company's overall communications programs to ensure consistency and coherence across various platforms and media.

Question 15

Which of these is an important step in effectively implementing multichannel marketing?

Accepted Answer

Documenting cross-channel consumer behavior with a customer journey map helps understand how customers interact with different channels, allowing for more effective multichannel marketing strategies.

Question 16

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.

Accepted Answer

A transactional platform focuses on facilitating transactions, such as ordering and delivery, while a customer engagement platform focuses on building relationships with customers through personalized experiences. Pizza Hut's goal of reaching into its customers' kitchens and couches to offer a better mealtime ordering, delivery, and dining experience aligns with the objectives of a customer engagement platform.

Question 17

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.

Accepted Answer

Pizza Hut revolutionized the QSR world through a multichannel marketing approach, which involves using multiple channels to engage with customers, creating a comprehensive customer experience and engagement platform.

Question 18

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

Accepted Answer

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

Question 19

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 requires

Accepted Answer

Stored cookies allow the website to remember customer preferences and details, enabling features like Express Checkout for faster ordering.

Question 20

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.

Accepted Answer

Pizza Hut's website design elements focus on 'context' and 'content' to ensure that customers can easily find promotions and deals while also having a straightforward ordering process.

Quiz 17: Integrated Marketing Communications and Direct Marketing