Question 1

There are ten general product and service categories that dominate online consumer buying today and for the foreseeable future.List the top five and give an example of each.

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Question 2

Define spam and viral marketing.What are the advantages and disadvantages of using each of these as a marketing strategy?

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Question 3

Describe two potential problems associated with transactional websites.

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Question 4

Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.

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Question 5

Define and explain the importance of the eight-second rule.

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Question 6

Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace.

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Question 7

Harley-Davidson is well known for the HOG,or Harley Owners Group,that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons why consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.

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Question 8

John subscribed to a financial news publication online,the company told him that as a service it would be creating a cookie.Explain what the online publication did.

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Question 9

Define the customer experience from an interactive marketing perspective.List the seven website design elements that companies use to produce a customer experience.Which two of these design elements provide a platform for the other five?

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Question 10

are transactional and promotional websites different?

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Question 11

According to Ian Wolfman,"Brands that thrive will be those,like Pizza Hut,that can efficiently build sustainable relationships with people-relationships that have both high __________ and high __________."
A) trust; transactions
B) levels of communication; brand awareness
C) customer loyalty; consumer expectations
D) customer interaction; product awareness
E) customer value; mutual respect

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The statement mentions "sustainable relationships with people" which implies trust and loyalty. Therefore, the best choice is A, which mentions high trust and transactions.

Question 12

all Internet users use the technology the same way,nor are they likely to be exclusive online consumers.What are the six distinct online consumer lifestyle segments defined by Harris Interactive,the U.S.market research firm?

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Question 13

two unique capabilities of Internet technology promote and sustain customer relationships?

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Question 14

greatest marketspace opportunity for marketers lies in its potential for creating form utility.Explain how form utility contributes to customer value through communication,customization,and choice.

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Question 15

Explain the four ways the marketspace creates value for consumers.

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Question 16

do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?

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Question 17

Define cross-channel shoppers,explain why they are important to marketers,and list the three reasons cross-channel shoppers research items online before buying in stores.

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Question 18

What is the marketspace?

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Question 19

Explain what online companies are doing to address consumer worries about privacy and security when shopping online.

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Question 20

the six reasons why consumers shop and buy online.

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Quiz 21: Implementing Interactive and Multi-Channel Marketing