Mattel Is the World's Largest Toy Maker, and the Barbie

Mattel is the world's largest toy maker, and the Barbie doll is the world's best-selling toy. (It accounts for 28 percent of Mattel's sales.) In the fall of 2001, Mattel created www.Barbie.com. Its primary reason for taking this step was because the Internet had become "a very compelling part of a young girl's life." This was not Mattel's first attempt at interactive marketing. In 1998, it had introduced a Website where girls could design a personalized Barbie doll including hairstyle, eye and hair color, skin tone, clothes, and accessories. The custom-made doll was shipped to the buyer within six to eight weeks of its order date. However, Mattel was not pleased with the operation of the site, and neither were its retailers. The new Website is designed to accommodate many of its retailers' concerns. For instance, its prices are set 15 percent higher than the suggested retail price.
-How has Mattel's use of websites influenced the way it conducts marketing?

A) It has allowed buyers to control marketing interactions.
B) It has allowed Mattel to experiment with customization.
C) It has allowed Mattel to provide more information to prospects.
D) It has allowed Mattel to encourage word-of-mouth advertising through the use of chat rooms at the site.
E) It has allowed Mattel to do all of the above.