Flashcards › Web Marketing Chapters 9-12

A rules based personalization system typically uses computer assisted self explication, or CASE. True or False? False In online communities individual value typically exceeds community value. True or False? False A key problem for communication rings in online communities is that they are not able to efficiently organize or focus the flow of information. True or False? True Individuals who participate in online communities typically have small, narrowly-defined discussion networks. True or False? False Marketing dialogue approaches do not distinguish between high-value and low-value customers. True or False? False In one of the classic high-tech business rivalries, Netscape emerged by 2000 as the dominant Internet browser software. True or False? False The phenomenon of “Internet time” is unique to Silicon Valley. True or False? False Early software releases often include bugs and other mistakes. True or False? True One advantage of modular design is that it results in highly distinct and differentiated products between companies. True or False? False A firm can make the highest profit possible when price is established so that marginal revenue exceeds marginal cost. True or False? False Greater personalization is possible online due to the general purpose technologies of digitization, individualization, and _______________? networking According to the book what is an example of a search good? strawberries All products and services, according to the marketing researcher Theodore Levitt are combinations of features and _____________ . possibilities Personalization has the greatest competive advantage when it is backed by company dedication to what? Customer enhancing products Mass customization and choice assistance are two approaches to what? personalization For marketers, one challenge in interacting with online communities is the inability to fully control what? message What feature does the Stanford Alumni Association not promote through its online community? fund raising For corporations, which of the following is the most common type of online community to support a product line? affinity based Successful online communities are marked by a mix of transaction offerings, member profiles, member loyalty and ______________? content attractiveness In online communities, email, SMS and instant messaging all are examples of communication _________. rings In early studies of the Internet, users who tested more likely to be lonely or depressed generally self-reported that they _____________ their online experience. enjoyed What does the textbook identify as a key feature that facilitates discussions in online communities? anonymity What steps can solve problems of inappropriate or offensive real-time content in online communities? authentication What is the most direct method for measuring the strength of an online community? email campaigns What is the first step for marketers engaged in customer retention activities? profiling For many marketers customer __________ is the leading indicator of customer profitability. loyalty Price competition can be minimized if firms are able to build ____________ costs around a product. loyalty Effective dialogue marketing relies heavily on what feature? good timing Companies that are slow to bring products to markets risk a drop in what? profits Many successful companies now release new products at scheduled intervals instead of waiting for which of the following to change? consumer preferences A company that is the first to introduce a new product or service is more likely to attract which of the following? allies What is the key factor behind the generally short-lived competition among high-technology companies? standards Although they stimulate greater competition than de facto standards, open standards typically lead to widespread _____________. adoption The traditional product development process of identifying unmet consumer needs and eliminating costly design mistakes is known as the idea _________. funnel What product development steps would be difficult to do except in a virtual setting? securities trading One key way that virtual research can improve a product’s chance for success is by identifying what? design flaws Product designers can gain greater flexibility by which of the following development approaches? modular Modular product design consists of two types of features: visible and ________ design rules. hidden Who would be a common user during the alpha release stage of a new product? employee If a product is delivered online, the alpha-beta process can accelerate what? distribution Studies have shown that price can have a greater impact on profits than lowered costs or expanded what? sales To maximize profit, firms must decide price based on consumer demand, cost and ___________. competition The more price-sensitive a market is, the profit-maximizing margin for a firm generally is __________. lower Consumer price sensitivity increases when a products price is greater than what? competitive alternatives Even with extensive online pricing information, consumers still can find it hard to judge what? quality For consumers unfamiliar with a product, price can act as a cue to what? quality A business traveler is less likely than which of the following to be price sensitive about the cost when booking a hotel room. employer To work as an effective pricing strategy, yield management must involve low incremental costs compared with what? average cost