Question 1

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.

Accepted Answer

Promotional websites are specifically designed to promote and market a company's products or services, and this includes interactive experiences such as games, contests, and quizzes with prizes. Conventional, intermediary, and transactional websites do not necessarily involve such interactive experiences, while choiceboard websites focus on helping users make choices among various products or services.

Question 2

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 __________.

Accepted Answer

Express Checkout is based on saved preferences, as registered customers can save their favorite orders to quickly and easily reorder in the future.

Question 3

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 choice is "communication" because the sentence discusses how Pizza Hut's website is integrated with the company's overall communications programs, which include traditional media, product innovations, promotions, and special events.

Question 4

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 2014.

Accepted Answer

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

Question 5

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.

Accepted Answer

Pizza Hut's marketing approach was focused on providing a seamless customer experience across multiple channels (such as mobile, online, and in-person), which is known as a multichannel marketing approach. This allowed them to engage with customers on various platforms and create a more personalized experience, ultimately leading to increased customer loyalty and sales.

Question 6

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

Accepted Answer

This statement is not true as promotional websites are not known to cannibalize sales. Instead, they can boost sales by generating interest and educating consumers about the benefits of a product.

Question 7

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.

Accepted Answer

Pizza Hut is moving away from a promotional platform to a transactional platform by trying to improve the mealtime ordering, delivery, and dining experience of its customers. This is a customer engagement platform aimed at creating more efficient and better experiences for customers.

Question 8

Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) __________ website.

Accepted Answer

Wolfermans.com is a website that allows visitors to buy their products directly online, making it a transactional website.

Question 9

When Pizza Hut designed its website, it wanted to make easy and user-friendly; it wanted its website to recognize each customer. The website was designed to retrieve a repeat customer's address, telephone number, and payment options automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a __________.

Accepted Answer

Pizza Hut used "cookies" to retrieve a repeat customer's information automatically. Cookies are small files that store information about a user's activity on a website, including login credentials, shopping cart contents, and preferences. They help websites recognize users and remember their preferences, making the browsing experience more seamless and personalized.

Question 10

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 11

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

The answer of Pizza Hut's cost-conscious mothers look for a...

Question 12

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.

Accepted Answer

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

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

QSR stands for Quick Serve Restaurant, which is a term used to describe fast food establishments that serve food quickly and efficiently. Pizza Hut was one of the first QSR chains and helped to popularize the concept of fast food dining around the world.

Question 15

Since promotions are an important expectation in pizza purchasing, Pizza Hut's website design elements of __________ and __________ 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

The correct choices are "context" and "content" as they relate to the website's ability to present deals (context) and provide necessary information (content) for easy ordering.

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

The website customization of Pizza Hut is primarily aimed at simplifying the ordering process for the customers.

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

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.

Accepted Answer

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

Quiz 18: Implementing Interactive and Multichannel Marketing