exam 2 ch. 14

Question 1

interactivity

Answer 1

listen and respond to customers

Question 2

individuality

Answer 2

treat customers as individuals

Question 3

interactive marketing

Answer 3

two-way buyer/seller electronic communication in a computer environment, where the buyer controls the kind and amount

Question 4

Choice-board

Answer 4

interactive, internet enabled system, allows customers to design their own products and services by answering questions and choosing from a menu of product

Question 5

collaborative filtering

Answer 5

automatically groups people with similar buying intentions, preferences, and behaviors/ predict future purchases

Question 6

Personalization

Answer 6

consumer-initiated practice; generate content on a markers website that is customized to specific needs

Question 7

Permission Marketing

Answer 7

consumers consent to (“opt in”) to receive emails

Question 8

7 key design elements

Answer 8

context, content, customization, connection, communication, community, commerce

Question 9

Context

Answer 9

appeal and functional look

Question 10

Content

Answer 10

all digital info

Question 11

Customization

Answer 11

ability to modify

Question 12

Connection

Answer 12

link btwn other sites

Question 13

Communication

Answer 13

dialogue btwn site and consumer

Question 14

Community

Answer 14

user-to-user communication

Question 15

commerce

Answer 15

conduct sales transactions

Question 16

online consumers

Answer 16

internet users who are likely to purchase (i.e. educated younger, more affluent)

Question 17

Why buy online?

Answer 17

1. Items w/ important product info
2. items that can be delivered digitally
3. Unique and special items
4. Regularly purchased items
5. Standard items where price is important

Question 18

Cross channel consumer

Answer 18

Shops online - buys offline

Shops offline - buys online

Question 19

Showrooming

Answer 19

shops in stores that buys online

Question 20

webrooming

Answer 20

shops online and buys in store

Question 21

3 steps in multichannel marketing

Answer 21

1. Document cross-channel behavior
2. Employ mutually reinforcing communication and delivery channels
3. Monitor and measure performance