MKTG CH 17 Quiz

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.

cross-channel

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.

customerization

One way to improve the success of multichannel marketing is to

document touchpoints with a consumer journey map.

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

permission

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.

time