emarketing 3

question

% of US consumers use the internet
answer

76
question

main reason consumers do NOT use the internet:
answer

social political technological
question

Exchange
answer

basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return
question

tools that companies can use to send data to customers:
answer

-voice mail -fax machine -smartphone
question

Attention Economy
answer

there is INFINITE info, but demand for it is limited by human capacity
question

some shoppers are more _________ oriented than ________ oriented
answer

MORE goal oriented than experience
question

cost of consumer’s resources for exchange:
answer

money, energy, time
question

alternatives to credit card payments on the internet is _________
answer

smart card
question

time poverty is a problem for today’s consumers, they want:
answer

appropriate benefits for the time they spend online
question

social networking widgets
answer

bring directly specific information, news reports, or promoted specials
question

Five major activities that consumers do as they spend time online
answer

-connect -create -transform -NOT trade
question

reasons for probably increase in US adoption of broadband in near future
answer

-most television is now transmitted digitally -devices such as DVRs allow TV programs to be delivered on demand -broadband services are increasingly offered by cable companies -NOT broadband will be required for employees to work from home
question

_____ of US tv viewers still watch live tv, while _____ of viewers using DVRs fast-forward through commercials
answer

95% ; 70%
question

High bandwidth allows:
answer

-phone calls delivered over the internet -delivery of music and movies over the web -real-time virtual reality
question

which of the following strategies have been implemented to deal with a mixed bandwidth audience for a web site:
answer

-design for slowest user -design for fastest user -design fast and slow versions of the site -(all of the above)
question

way for marketers to watch the trends of internet users is to:
answer

-monitor search terms entered at Google, Yahoo!, and other search engines/directories
question

DSL technology is a method for:
answer

transmitting data at high speed over phone lines
question

social/cultural trends that have impacted online exchange:
answer

information overload, time poverty, work at home
question

strategies to deal with users with mixed bandwidths include all the following:
answer

-design for the slowest user -design for the fastest user -create fast and slow versions of the website -NOT use text only websites
question

online oxygen is a term coined by www.trendwatching.com which refers to:
answer

-addictive nature and qualities of the internet
question

net evaders represent 8% of internet nonusers who don’t find the internet to be of necessary use
answer

true
question

killer app:
answer

global internet: e-mail all media: TV
question

truly unconnected:
answer

70% internet nonusers who earn low incomes and have little formal education
question

CHAPTER 12
answer

CHAPTER 12
question

Integrated marketing communication (IMC)
answer

is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.
question

IMC strategy requires a thorough understanding of what 3 things?
answer

target markets, brand, competition
question

Marketing communication consists of _________ messages between firms and customers, as well as those among customers
answer

PLANNED and UNPLANNED (all of the above)
question

The “think, feel, do” model is well accepted for what kind of product decisions?
answer

HIGH-involvement decisions
question

Brand advertising
answer

putting the brand name and product benefits in front of users
question

Advertising
answer

non-personal communication of information through various media, usually persuasive in nature about products or ideas and usually paid for by an identified sponsor.
question

promising marketing technique for mobile devices
answer

-content-sponsored advertising -location marketing -short message service (SMS) NOT sponsorships
question

The biggest downside of animated and highly interactive banners is that they
answer

require a lot of bandwidth
question

Sales promotions
answer

short-term incentives of gifts or money that facilitate the movement of products from producer to end-user.
question

Online sales promotions can
answer

-build brands -expand databases -support increased offline sales all of the above
question

Public relations:
answer

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
question

Direct Marketing uses direct communication with consumers to generate a response in the form of:
answer

an order, a request for further information, or a visit to a retail outlet ALL OF THE ABOVE
question

Direct markeing
answer

direct communications with carefully targeted individual consumers to obtain an immediate response.
question

The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called:
answer

Personal Selling -most expensive
question

Owned Media:
answer

carry communication messages from the organization to internet users on channels that are owned and, thus, at least partially controlled by, the company.
question

Paid Media
answer

properties owned by others who are paid by the organization to carry its promotional messages (e.g., advertising).
question

Which of the following represents physical media in a paid media space?
answer

newspapers
question

Blog authors use blogs to:
answer

a. disseminate views b. build audience or clientele c. promote a product (ALL OF THE ABOVE)
question

CHAPTER 8
answer

CHAPTER 8
question

____________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.
answer

Market Segmentation
question

Marketers commonly base their segmentation of consumer markets on
answer

– demographics -geographic location – psychographics ALL OF THE ABOVE
question

What kind of firms develop multi-segment strategies based on geographics?
answer

a. small firms operating in local markets b. Large multinational firms c. firms that focus on consumers in rural or metropolitan locations exclusively ALL OF THE ABOVE
question

Top 3 languages
answer

english, japanese, chinese english, chinese, spanish, japanese
question

User psychographics include:
answer

-personality -lifestyle -values -activities -interest -opinions NOT geographic location
question

Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.
answer

BENEFIT segmentation
question

key driver for marketing mix strategy
answer

-benefits sought
question

Usage segments:
answer

-home versus work access -access speed -time spent online NOT brand loyalty
question

sidelined citizens
answer

LAGGARDS
question

targeting
answer

process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.
question

Targeting can be achieved by building community in all of the following ways:
answer

-online chat room -discussion groups -online events NOT solicitation
question

influentials:
answer

An important group for e-marketers to target for developing buzz or word of mouth
question

attitudes and behaviors
answer

attitudes: INTERNAL evaluations about people behavior: physical action
question

most ignored group:
answer

new age nurturers
question

niche marketing:
answer

company selects one segment and develops one or more marketing mixes to meet the needs of that segment.
question

tageting criteria:
answer

-accessibility -profitability -growth NOT reliability
question

Millennials:
answer

1979-1994
question

Differentiation; Positioning
answer

Differentiation: what company does to product Positioning: what it does to consumer’s mind
question

Differentiation:
answer

is the process of adding a set of meaningful and valued differences to distinguish the company’s offering from the competitor’s offerings. MULTIPLE LEVELS
question

Market offerings can be differentiated along each of the following dimensions EXCEPT:
answer

PRICE (product, service, image)
question

Experience branding
answer

company differentiates itself by creating a unique customer experience. -retain customers, enhance profits, target key customer segments
question

Web differentiation strategies:
answer

-site environment -trust -tranglidjsnfsd
question

Highest level differentiation is:
answer

providing specialized personal services
question

Firms can position
answer

brands, entire company, individual product
question

firms base positioning on:
answer

attributes, benefits, user categories NOT marketing
question

attributes of products/services includes:
answer

size, speed, color NOT prince
question

Positioning strategies
answer

create a desired image for a company and its products in the minds of a chosen user segment.
question

Highest level differentiation is:
answer

Get instant access to
all materials

Become a Member