Question 1

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 why consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.

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Question 2

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.

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Question 3

Define spam and viral marketing.

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Question 4

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 tool used by management teams to monitor various aspects of their brand's marketing program and provide a constant stream of fresh information that can be used to optimize engagement with people or tweak various aspects of performance. A Gantt chart is a tool used to schedule and track tasks within a project, a market-product grid is a tool used to identify opportunities for products in a particular market, an information screen is not a commonly used marketing term, and a BCG matrix is a tool used to analyze a company's product portfolio. Therefore, the best choice is C - marketing dashboard.

Question 5

Pizza Hut realized that it did not make sense for the company 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

Pizza Hut likely tapped into Facebook, a platform known for its large user base and community engagement, to achieve results in a cost-effective manner.

Question 6

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

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Question 7

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

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Question 8

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

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Question 9

Pizza Hut's 2009 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 term "Twintern" is a combination of Twitter and intern, indicating that the role is focused on managing and promoting the brand's presence on social media networks such as Twitter. "Trusttern," "Stutern," and "Blogtern" are not commonly used terms in the industry and do not fit the context of the sentence. "Brandtern" could potentially be a suitable term, but it is not as specific to the role's focus on social media as "Twintern" is.

Question 10

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?

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Question 11

Explain how marketspace creates value for consumers in terms of the four utilities.

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Question 12

What two unique capabilities of Internet technology promote and sustain customer relationships?

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Question 13

What is the marketspace?

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Question 14

List the six reasons why consumers shop and buy online.

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Question 15

Define cross-channel shoppers, explain why they are important to marketers, and list the three reasons cross-channel shoppers research items online before buying in stores.

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Question 16

How are transactional and promotional websites different?

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Question 17

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

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Question 18

When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did and why.

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Question 19

According to Ian Wolfman, "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 blank spaces in the quote refer to trust and transactions, indicating that the success of a brand will be measured by its ability to establish sustainable relationships with consumers based on trust and frequent transactions.

Question 20

There are six (6) general product and service categories that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

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Quiz 18: Implementing Interactive and Multichannel Marketing