Quiz 3/23

Question 1

Showrooming consumer

Answer 1

Shop in person
Buy online

Question 2

Webrooming consumer

Answer 2

Shops online
Buys in person

Question 3

3 Step process to omnichannel marketing:

Answer 3

Document behavior
Employ delivery channels
Monitor performance

Question 4

Customer Journey Map

Answer 4

A key tool in developing a seamless omnichannel approach

Question 5

Choiceboard

Answer 5

An interactive, digitally enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.

Question 6

Interactive marketing

Answer 6

Two-way buyer–seller electronic communication in which the buyer controls the kind and amount of information received from the seller.

Question 7

Collaborative filtering

Answer 7

A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Question 8

Customerization

Answer 8

The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.

Question 9

Marketing Attribution

Answer 9

The practice and techniques used to credit or value a particular channel and consumer touchpoint.

Question 10

Five Elements of the promotional mix:

Answer 10

Advertising
Sales promotion
Personal selling
Public relations
Direct Marketing

Question 11

Integrated Marketing Communications

Answer 11

The process of designing marketing communications programs that coordinate promotional activities to provide a consistent message across all audiences.

Question 12

Direct Marketing

Answer 12

Direct communication with customers to generate a response

Question 13

Key element of Direct marketing is

Answer 13

Data

Question 14

How to develop an IMC Approach:

Answer 14

Developing the promotional program
Executing the promotional program
Assessing the promotional program

Question 15

Purchase Funnel Levels:

Answer 15

Awareness
Consideration
Trial
Loyalty

Question 16

Encoding

Answer 16

The process of having the sender transform an idea into a set of symbols during the communication process.

Question 17

Push Strategy

Answer 17

Directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Question 18

Pull Strategy

Answer 18

Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

Question 19

Lead Generation

Answer 19

The result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

Question 20

Traffic Generation

Answer 20

The outcome of a direct marketing offer designed to motivate people to visit a business.