Marketing chapter 17

time

Recreational Equipment, Inc., an outdoor gear marketer, reports that 35 percent of its orders are placed between 10:00 p.m. and 7:00 a.m., long after and before retail stores are open for business. This describes how interactive marketing can provide ________ utility.

a choiceboard

Schwab's customers can assemble their own investment portfolios with its mutual fund evaluator tool, an example of

page download

The eight-second rule indicates that consumers will abandon their efforts on a website if ________ takes more than eight seconds

Subscription

________ commerce involves the payment of a fee to have products and services delivered on a recurring schedule

permission

The solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer is known as ________ marketing

a web community.

The website allrecipes.com is a clearinghouse for recipes of all kinds, with users being able to post new ones as well as try and comment on the recipes of others. Members can get personalized recommendations and find ways to use ingredients they already have on hand. The allrecipes.com website would be considered

dynamic pricing

Ticketmaster has experimented with ________ to adjust the price of sports and concert tickets in response to demand

customerization

To varying degrees, online consumers benefit from ________, the practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

connection

Users of NYTimes.com can access the book review section of the website and link from there to Barnes & Noble to order a book or browse related titles. Here, NYTimes.com uses the ________ element of a website's design

apparel and accessories

Which of these product categories accounts for over 20 percent of online retail sales today?

online consumers

As a group, ________ are equally likely to be women and men, and they tend to be better educated, younger, and more affluent than the general U.S. population.

context

Beauty websites, such as Revlon.com, are aesthetically oriented. The ________ of the website attempts to convey the core consumer benefit provided by the company's offerings

stickiness

Car dealerships commonly measure website performance by tracking visits, visitor traffic, and ________, the amount of time per month visitors spend on their website

showrooming

Carlos tried out a new tablet at Office Depot, but then bought it online for about $20 less, even with shipping. He engaged in

assistance

Choice ________ refers to the use of choiceboard and personalization technologies to invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices

marketspace

Expanding beyond their ________ roots, online mattress seller Casper Sleep and online clothing retailer Bonobos have opened physical showrooms that give shoppers an opportunity to experience their products

community

Hill's Science Diet markets high-quality dog and cat food. On its website is a link to its Community Connect web page, where pet owners can sign up for its Pet Chat e-newsletter, subscribe to its YouTube channel, and click on a link that goes to Hill's Facebook page, where they can find out the latest news about or comment on Hill's products. This is a description of a website with a strong ________ design element.

viral marketing

Hotmail, one of the first companies to provide free, Internet-based email, also created a classic example of ________: each outgoing email message had the tagline, "Get Your Private, Free Email from MSN Hotmail."

document touchpoints with a consumer journey map

One way to improve the success of multichannel marketing is to

cross-channel

The Clinique Division of Estée Lauder, Inc., reports that 80 percent of current customers who visit its website later purchase a Clinique product at a department store. These customers would be considered ________ consumers