Question 1

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to
A) create competition with its intermediaries.
B) create additional promotional opportunities for its partners.
C) limit competition among its retail partners.
D) maintain relationships with trade partners, thus avoiding channel conflict.
E) create additional transactional opportunities.

Accepted Answer

Callaway Golf Co. is using a distribution strategy known as indirect or channel distribution where it relies on intermediaries like retailers to sell its products. By relying on retailers close to the buyer to fill the order, Callaway can maintain a good relationship with its trade partners and avoid potential channel conflict that may arise. This strategy ensures that Callaway's brand and products reach a wide range of customers while maintaining healthy relationships with its partners.

Question 2

A recurring issue for manufacturers with transactional websites is the threat of potential harm to trade relationships with their retailing intermediaries known as
A) channel conflict.
B) webrooming.
C) showrooming.
D) customerization.
E) trade discord.

Accepted Answer

Channel conflict is the term used for the tension and harm caused to trade relationships between manufacturers and their retailing intermediaries, often resulting from the manufacturer's direct sales to consumers through a transactional website. Webrooming and showrooming refer to customer behavior, while customerization and trade discord are not relevant to this issue.

Question 3

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 4

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by
A) cooperating with retailers to share fulfillment and sales.
B) running the risk of breaking anticompetitive laws, such as the Clayton Act.
C) keeping their websites as simple as possible.
D) changing their pricing strategy from a skimming to a penetration pricing strategy.
E) employing the services of Internet warehouses so they do not have to maintain title to the goods.

Accepted Answer

By cooperating with retailers to share fulfillment and sales, manufacturers can minimize the risk of channel conflict. This allows both parties to benefit from the transaction and work together towards a common goal. It also ensures that each channel is serving a specific purpose, which helps to reduce overlap and potential conflict.

Question 5

Pizza Hut has been a pioneer in the QSR industry.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, which refers to fast food chains that offer quick and convenient service to their customers. Pizza Hut is a popular QSR chain that has been serving pizza to its customers since 1958.

Question 6

Which of the following statements about promotional 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

This statement is not always true. While it is possible that a promotional website may cannibalize sales from other channels, it is not a universal truth. A well-designed website can complement other marketing efforts and actually drive consumers towards making a purchase.

Question 7

A visitor to the Tupperware website,Tupperware.com,can select and buy products to be sent anywhere in the United States.This is an example of a __________ website.
A) portal
B) promotional
C) transactional
D) multichannel
E) direct sales

Accepted Answer

A transactional website allows visitors to buy products or services directly online, which is what Tupperware's website offers. Portal websites typically provide a variety of resources and information, promotional websites focus on promoting a product or service, multichannel websites offer different ways to access products or services, and direct sales websites typically involve a representative selling products directly to customers.

Question 8

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

Promotional websites typically provide information on product usage and purchasing locations in order to encourage potential customers to make a purchase.

Answer: C 
 Another primary goal of promotional websites is to drive online sales by converting visitors into buyers through various promotional tactics and incentives.

Question 9

Websites designed to advertise a company's products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.
A) choiceboard
B) conventional
C) transactional
D) promotional
E) intermediary

Accepted Answer

The answer of Websites designed to advertise a company's products...

Question 10

A visitor to Amazon.com will find a multitude of product lines available for purchase,including media (books,DVDs,music CDs,videotapes,and software),apparel,baby products,consumer electronics,beauty products,groceries,health and personal-care items,kitchen items,jewelry,lawn and garden items,musical instruments,sporting goods,tools,automotive items,toys,and games.These can be sent anywhere in the United States.This is an example of a __________ website.
A) portal
B) promotional
C) transactional
D) multichannel
E) direct sales

Accepted Answer

A transactional website allows customers to purchase products or services directly through the site, which is what Amazon.com does with its vast array of products available for purchase. The other options, such as a portal or promotional website, do not accurately describe the core function of Amazon.com. Multichannel and direct sales are not incorrect, but transactional is the best answer as it specifically refers to the on-site purchasing capabilities of Amazon.com.

Question 11

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites __________.
A) create portals; act as bots
B) convert online browsers into online buyers; promote a company's products and services
C) provide information about a company; move consumers closer to a purchase
D) move consumers closer to a purchase; provide information about a company
E) advertise and promote; convert online browsers into a buyer

Accepted Answer

The answer of The principal difference between the two major...

Question 12

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 13

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.
A) an interface
B) a cross-channel consumer
C) a behavioral targeting
D) a symbiotic
E) a multichannel

Accepted Answer

The statement mentions Pizza Hut's "customer experience" and "customer engagement platform" which suggests a multichannel approach as it involves utilizing multiple channels or platforms to engage with the customer.

Question 14

The Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store.Clinique uses its __________ website to build customer relationships.
A) conventional
B) transactional
C) promotional
D) transformational
E) customer conversion

Accepted Answer

The answer of The Clinique Division of Estée Lauder,Inc.,markets cosmetics...

Question 15

Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 reports that __________ of its website customers are __________,most of whom generate new sales volume for the company.
A) 50 percent; women between the ages of 45 and 65
B) 40 percent; teenagers from 13 to 17
C) 30 percent; mature women 50 years and older
D) 25 percent; customers from rural communities
E) 60 percent; men

Accepted Answer

The answer of Victoria's Secret,the well-known retailer of intimate apparel...

Question 16

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.
A) Promotional
B) Conventional
C) Intermediary
D) Choiceboard
E) Transactional

Accepted Answer

Promotional websites are designed to promote a product or service and engage the visitor in an interactive experience. This often involves games, contests, and quizzes with electronic coupons and other gifts as prizes.

Question 17

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 is no need to include dealer information.Ocean Spray uses a(n)__________ website.
A) choiceboard
B) conventional
C) transactional
D) promotional
E) intermediary

Accepted Answer

Ocean Spray uses a promotional website to provide information about its products, nutritional details, and recipes, aiming to promote its brand and products rather than facilitating direct transactions or sales.

Question 18

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, primarily time-starved mothers
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 19

The popularity of multichannel marketing is apparent in its growing impact on online retail sales.Multichannel marketers are expected to register about __________ percent of U.S.online retail sales in2018
A) 40
B) 50
C) 60
D) 70
E) 90

Accepted Answer

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

Question 20

Manufacturers of consumer products use transactional websites less frequently than other firms because
A) in some industries, this form of vertical integration is illegal.
B) there is a threat of channel conflict.
C) it is difficult to maintain inventory levels at online warehouses.
D) some stakeholders are opposed to websites that drain resources without providing any return on investment.
E) such websites require dynamic pricing, which is difficult to use if supply and demand conditions change frequently.

Accepted Answer

Manufacturers of consumer products often rely on intermediaries such as retailers and distributors to sell their products. Creating a transactional website would bypass these intermediaries and potentially create channel conflict. This can lead to retailers and distributors dropping the manufacturer's products and negatively impacting their sales. Therefore, manufacturers may be hesitant to use transactional websites.

Quiz 18: Implementing Interactive and Multichannel Marketing

Callaway Golf Co.markets its golf merchandise at www.callawaygolf.com but relies on a retailer close to the buyer to fill the order.The majority of retailers that sell Callaway merchandise participate in this relationship.Callaway does this to

A recurring issue for manufacturers with transactional websites is the threat of potential harm to trade relationships with their retailing intermediaries known as

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.

When manufacturers of consumer products market their product lines using transactional websites,they often minimize the risk of channel conflict by

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

Which of the following statements about promotional websites is not true?

A visitor to the Tupperware website,Tupperware.com,can select and buy products to be sent anywhere in the United States.This is an example of a __________ website.

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

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

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

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

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 Clinique Division of Estée Lauder,Inc.,markets cosmetics through department stores.Clinique reports that 37 percent of noncustomers who visit its website later purchase a Clinique product at a department store.Clinique uses its __________ website to build customer relationships.

Victoria's Secret,the well-known retailer of intimate apparel for women ages 18 to 45 reports that of its website customers are ,most of whom generate new sales volume for the company.

________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.

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 __________ percent of U.S.online retail sales in2018

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