Question 1

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 question mentions promotions as an important expectation, so context (the placement of information about deals) and content (the information about deals themselves) are important design elements. The question also mentions the need for quick and easy ordering access, which indicates an emphasis on user experience, which is not captured by the other answer choices.

Question 2

According to Ian Wolfman,Pizza Hut chief marketing officer,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high __________ and high __________."
A) trust; transactions
B) levels of communication; brand awareness
C) customer loyalty; consumer expectations
D) customer interaction; product awareness
E) customer value; mutual respect

Accepted Answer

The answer of According to Ian Wolfman,Pizza Hut chief marketing...

Question 3

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Accepted Answer

The answer of Define the customer experience from an interactive...

Question 4

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

Accepted Answer

The answer of Describe the two unique capabilities of Internet...

Question 5

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.
A) LinkedIn
B) Facebook
C) Flicker
D) Pinterest
E) Twitter

Accepted Answer

The answer of Pizza Hut realized that it did not...

Question 6

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Accepted Answer

The answer of There are six general product and service...

Question 7

Explain the four ways the marketspace creates value for consumers.

Accepted Answer

The answer of Explain the four ways the marketspace creates...

Question 8

Define spam and viral marketing.What are some tactics used in viral marketing?

Accepted Answer

The answer of Define spam and viral marketing.What are some...

Question 9

Pizza Hut's management team uses a(n)__________ 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) Gantt chart
B) market-product grid
C) marketing dashboard
D) information screen
E) BCG matrix

Accepted Answer

A marketing dashboard is a real-time overview of multiple marketing metrics and KPIs that provides insights into performance and effectiveness. It allows Pizza Hut's management team to quickly identify trends, track progress, and make data-driven decisions. The other options are not relevant to monitoring and optimizing a marketing program.

Question 10

Define and explain the importance of the eight-second rule.

Accepted Answer

The answer of Define and explain the importance of the...

Question 11

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.
A) a transformational; promotional
B) a promotional; transactional
C) a transactional; customer engagement
D) an informational; transactional
E) a customer engagement; transactional

Accepted Answer

The question is asking about two different types of platforms for the pizza business. The first platform is described as "breaking away from" which suggests the need for transformational change. The second platform is described as "reaching into its customers' kitchens and couches" which suggests customer engagement. The best choice that includes both these elements is C) a transactional; customer engagement platform. This means that the focus of the new platform is on efficient transactions (ordering, delivery, and dining) while also maximizing customer engagement by reaching them in their homes.

Question 12

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

The answer of Pizza Hut's website customization is achieved in...

Question 13

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 is based on
A) offering the greatest selection.
B) speeding up the delivery process.
C) stored cookies.
D) offering the best value for the price.
E) creating a strong customer relationship.

Accepted Answer

Express Checkout is based on stored cookies, which remember the customer's previous order and automatically fill in the necessary information. This simplifies and speeds up the ordering process for the customer.

Question 14

How do online consumers differ from the general population?
 What three characteristics of online consumers make them an attractive market?

Accepted Answer

The answer of How do online consumers differ from the...

Question 15

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.
A) Trusttern
B) Twintern
C) Stutern
D) Brandtern
E) Blogtern

Accepted Answer

The answer of Pizza Hut's program to identify a summer...

Question 16

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

Accepted Answer

The answer of The greatest marketspace opportunity for marketers lies...

Question 17

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.
A) context and content
B) communication and context
C) commerce and customization
D) communication and connection
E) content and communications

Accepted Answer

The sentence is referring to the integration of Pizza Hut's website with their overall communication programs, and mentions specifically that product innovations, promotions, and special events are shared across platforms, indicating that content and communications are integrated. Therefore, the best choice is E - content and communications.

Question 18

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

Accepted Answer

The answer of List the six reasons consumers shop and...

Question 19

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.

Accepted Answer

The answer of Harley-Davidson is well known for the HOG...

Question 20

What is the marketspace?

Accepted Answer

The answer of What is the marketspace?...

Quiz 18: Implementing Interactive and Multichannel Marketing

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.

According to Ian Wolfman,Pizza Hut chief marketing officer,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high and high ."

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.

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.

There are six general product and service categories that dominate online consumer buying today and for the foreseeable future.List them and give an example of each.

Explain the four ways the marketspace creates value for consumers.

Define spam and viral marketing.What are some tactics used in viral marketing?

Pizza Hut's management team uses a(n) __________ 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.

Define and explain the importance of the eight-second rule.

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.

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

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 is based on

How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

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.

The greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

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.

List the six reasons consumers shop and buy online.Name a reason some may be hesitant.

What is the marketspace?