Question 1

According to the authors, what common interest do enterprises and customers now share in the context of privacy?&#10;A) creating a mutually profitable relationship&#10;B) loosening Europe's privacy laws&#10;C) loosening U.S. privacy laws&#10;D) protecting customer information

Accepted Answer

Both enterprises and customers have a vested interest in protecting customer information. For enterprises, ensuring the privacy and security of customer data helps in building trust and maintaining a positive reputation, which is crucial for customer retention and business success. For customers, the protection of their personal information is paramount to safeguarding their privacy and preventing potential misuse of their data.

Question 2

A customer-based enterprise must learn to balance both privacy and:&#10;A) personalization&#10;B) interaction&#10;C) customer needs&#10;D) customer value

Accepted Answer

Personalization requires using customer data to tailor experiences, products, or services to individual preferences, which necessitates a careful balance with privacy concerns.

Question 3

What three events have most significantly shaped current Western attitudes toward privacy?&#10;A) the 9/11 terrorist attacks, the rise of mobile technology, and hack attacks&#10;B) the rise of social media, hack attacks, and the 9/11 terrorist attacks&#10;C) the 9/11 terrorist attacks, the 2008 financial collapse, and the rise of social media&#10;D) the rise of mobile technology, hack attacks, and the rise of social media

Accepted Answer

The 9/11 terrorist attacks led to increased government surveillance, the rise of social media changed how personal information is shared, and hack attacks highlighted vulnerabilities in data security.

Question 4

One way to summarize the seemingly contradictory data about consumer privacy attitudes is:&#10;A) Consumers prefer personalized, relevant marketing messages, even with questionable security.&#10;B) Consumers prefer to remain inconspicuous, even if it means being unable to identify someone when they need to.&#10;C) Consumers want both maximum convenience and maximum privacy.&#10;D) Consumers prefer to share as little information with companies as possible, even if it means less relevance.

Accepted Answer

Consumers often express a desire for both maximum convenience in their interactions and transactions online, as well as maximum privacy, wanting to protect their personal information. This reflects the complex and sometimes contradictory nature of consumer attitudes towards privacy, where they value both the benefits of personalized services and the protection of their personal data.

Question 5

The most valuable commodity&#10;A) attention&#10;B) information&#10;C) money&#10;D) innovation

Accepted Answer

Attention is often considered the most valuable commodity because it is the foundation upon which other commodities like information, money, and innovation depend. In the digital age, capturing and maintaining attention is crucial for success in various fields.

Question 6

Seth Godin's idea of &#34;permission marketing&#34; is an old concept with new relevance because:&#10;A) Dating is now more common than arranged marriages.&#10;B) Permission marketing is more time efficient than interruption marketing.&#10;C) Permission marketing takes advantage of new technology better than interruption marketing.&#10;D) Permission marketing costs less money than interruption marketing.

Accepted Answer

Permission marketing leverages new technologies to create personalized and relevant marketing messages, which wasn't as feasible or effective with traditional interruption marketing methods. This approach allows for more targeted and engaging communication with potential customers.

Question 7

For those building the value of the customer base in a company, privacy could mean any of the following except:&#10;A) avoiding litigation&#10;B) getting information from customers who are comfortable giving it&#10;C) protecting customer data as a competitive asset&#10;D) none of the above

Accepted Answer

The answer of For those building the value of the...

Question 8

The two categories of business concerns about privacy are:&#10;A) reduction of cost and reduction of risk&#10;B) individual privacy and data security&#10;C) choice and data security&#10;D) reduction of cost and improving trust

Accepted Answer

The two main categories of business concerns about privacy are individual privacy and data security. Individual privacy concerns revolve around the protection of personal information from unauthorized access or misuse, while data security focuses on safeguarding data from breaches, theft, or loss.

Question 9

The document governing privacy protection in Europe is:&#10;A) United Nations Declaration of Human Rights&#10;B) European Convention on Human Rights&#10;C) Safe Harbor agreement&#10;D) European Union Data Protection Directive

Accepted Answer

The European Union Data Protection Directive, officially Directive 95/46/EC, was the main regulatory framework for privacy protection in Europe, governing how personal data could be processed, used, and exchanged. It has since been replaced by the General Data Protection Regulation (GDPR), but it was the primary document for privacy protection at the time of its effectiveness.

Question 10

Which statement is true about opt-in and opt-out policies?&#10;A) Consumer groups favor opt-in, while industry groups favor opt-out.&#10;B) Consumer groups favor opt-out, while industry groups favor opt-in.&#10;C) Consumer groups and industry groups favor opt-in.&#10;D) Consumer groups and industry groups favor opt-out.

Accepted Answer

Consumer groups generally favor opt-in policies because they require a user's explicit consent before their data can be collected or shared, which is seen as more protective of privacy. Industry groups often prefer opt-out policies, as they allow for data collection by default, requiring users to take action if they do not want their data shared. This approach is typically seen as more beneficial for businesses interested in data collection for marketing or other purposes.

Question 11

All of the following are points to consider in creating a privacy pledge except:&#10;A) Specify how personal information will be used by the company.&#10;B) Specify how personal information will not be used by the company.&#10;C) State how a customer can order the company to stop collecting information and/or purge her information file.&#10;D) none of the above

Accepted Answer

The answer of All of the following are points to...

Question 12

An organization that endorses each customer's control of his own information and identifies groups and companies that meet its privacy protection requirements is:&#10;A) the European Union Data Protection Directive&#10;B) the United Nations Declaration on Human Rights&#10;C) TRUSTe&#10;D) Safe Harbor

Accepted Answer

The answer of An organization that endorses each customer's control...

Question 13

Characterize current Western consumer attitudes toward privacy. What key elements have impacted these attitudes? What beliefs are held in tension, and what are the biggest concerns? How are enterprises' privacy concerns the same-and different?

Accepted Answer

The answer of Characterize current Western consumer attitudes toward privacy....

Question 14

Define &#34;permission marketing&#34; and explain how it is different from interruption marketing. Why is permission marketing so important now?

Accepted Answer

The answer of Define &#34;permission marketing&#34; and explain how it...

Question 15

Define, compare, and contrast privacy regulations in the United States and Europe. How do (or might) these regulations affect intercontinental business?

Accepted Answer

The answer of Define, compare, and contrast privacy regulations in...

Question 16

List and describe the 10 key considerations in developing a customer privacy pledge.

Accepted Answer

The answer of List and describe the 10 key considerations...

Deck 9: Privacy and Customer Feedback