Pizza Hut has become the category leader in interactive marketing for the quick service restaurant marketplace by creating a customer experience on a customer engagement platform which has differentiated Pizza Hut from competition. The focus of Pizza Hut's brand engagement marketing strategy is developing opportunities for the customer to engage with the brand using technology including the Pizza Hut website, Facebook, Twitter, and iPhone.
This activity is important because as a manager, you will need to utilize multichannel marketing to increase customer brand engagement and build customer relationships. Consumers increasingly interact with brands in many channel, both offline and online.
The goal of this exercise is to demonstrate your understanding of multichannel marketing and its application in quick serve restaurants.
1. With brand engagement marketing, the _______ assumes control of the process.
a. advertiser
b. company
c. campaign
c. marketer
e. customer
2. One way that Pizza Hut can measure various aspects of brand marketing program such as site traffic, search terms and conversion rates is through use of a(n)
a. engagement strategy.
b. outcome application.
c. brand management policy.
d. marketing dashboard.
e. customer survey
3. The goal of brand engagement marketing is to shift the focus of marketing campaigns from driving immediate transactions to
a. integrating supplier networks
b. establishing promotional wesbites
c. limiting customer interactions
d. developing multichannel distribution
e. developing sustainable brand relationships