Question 1

A trademark can be ________.

Accepted Answer

A)  a computer program 
B)  patented 
C)  a symbol or design 
D)  copied by other companies or organizations 
A)  a computer program 
B)  patented 
C)  a symbol or design 
D)  copied by other companies or organizations C

Question 2

Brands are promises to customers. Delivering on this promise ________.

Accepted Answer

A)  builds trust 
B)  reduces customer stress of making product switching decisions 
C)  lowers risk 
D)  all of the above 
A)  builds trust 
B)  reduces customer stress of making product switching decisions 
C)  lowers risk 
D)  all of the above D

Question 3

Why might successful brick-and-mortar firms want to use different brand names online and offline?

Accepted Answer

A)  to avoid harming the brand's name by associating it with a risky product or channel 
B)  to avoid inadvertently repositioning the offline brand due to a success on the Internet 
C)  to position differently the online and offline brands 
D)  all of the above 
A)  to avoid harming the brand's name by associating it with a risky product or channel 
B)  to avoid inadvertently repositioning the offline brand due to a success on the Internet 
C)  to position differently the online and offline brands 
D)  all of the above D

Question 4

Which of the following is not a desired benefit unique to the Internet?

Accepted Answer

A)  effective web navigation 
B)  quick download speeds 
C)  high product quality 
D)  free information or services 
A)  effective web navigation 
B)  quick download speeds 
C)  high product quality 
D)  free information or services

Question 5

An idea can be marketed as a product.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not an attribute of value?

Accepted Answer

A)  Value is the entire product experience. 
B)  Value is defined wholly by the producer. 
C)  Value is defined wholly by the mental belief and attitudes held by customers. 
D)  Value involves customer expectations. 
A)  Value is the entire product experience. 
B)  Value is defined wholly by the producer. 
C)  Value is defined wholly by the mental belief and attitudes held by customers. 
D)  Value involves customer expectations.

Question 7

A domain name, or URL, is likely to be made up of ________.

Accepted Answer

A)  hypertext protocol 
B)  a second-level domain 
C)  a top-level domain 
D)  all of the above 
A)  hypertext protocol 
B)  a second-level domain 
C)  a top-level domain 
D)  all of the above

Question 8

List and describe the three roles for social media in branding according to Forrester Research, Inc.

Accepted Answer

-Build trust through social me

Question 9

Trusted brand names, such as Microsoft and Apple, generate customer trust and add to customer-perceived benefits. Therefore, they can command higher prices from customers.

Accepted Answer

A) True 
 B)False

Question 10

Toymaker LEGO allows consumers to create and upload their own virtual designs, which can be custom-priced for those who want to order pieces and build the designs at home.

Accepted Answer

A) True 
 B)False

Question 11

The internet is a great information equalizer, which means less competition, less product imitation, and somewhat longer product life cycles.

Accepted Answer

A) True 
 B)False

Question 12

________ is a critical component in the value proposition.

Accepted Answer

A)  Customer retention 
B)  Customer support 
C)  Employee loyalty 
D)  All of the above 
A)  Customer retention 
B)  Customer support 
C)  Employee loyalty 
D)  All of the above

Question 13

In what ways do customers develop brand images?

Accepted Answer

-From every brand contact
-One

Question 14

Brand equity refers to the intangible value of a brand.

Accepted Answer

A) True 
 B)False

Question 15

Customers and prospects develop a brand image only through one-way brand contact.

Accepted Answer

A) True 
 B)False

Question 16

All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ________.

Accepted Answer

A)  Introducing discontinuous innovations 
B)  subtracting from existing product lines 
C)  adding new-product lines 
D)  repositioning products 
A)  Introducing discontinuous innovations 
B)  subtracting from existing product lines 
C)  adding new-product lines 
D)  repositioning products

Question 17

The term "product" may include such items as the following except ________.

Accepted Answer

A)  goods 
B)  places 
C)  people 
D)  times 
A)  goods 
B)  places 
C)  people 
D)  times

Question 18

Many companies (producers) benefit from the ideas of their consumers received via all the following except ________.

Accepted Answer

A)  blogs 
B)  product reviews 
C)  online monitoring services 
D)  all of the above 
A)  blogs 
B)  product reviews 
C)  online monitoring services 
D)  all of the above

Question 19

Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?

Accepted Answer

A)  price 
B)  support services 
C)  quality 
D)  location 
A)  price 
B)  support services 
C)  quality 
D)  location

Question 20

Return on Investment (ROI) and break-even are important metrics for selling new-product ideas internally and measuring their success in the market.

Accepted Answer

A) True 
 B)False

A trademark can be ________.

Brands are promises to customers. Delivering on this promise ________.

Why might successful brick-and-mortar firms want to use different brand names online and offline?

Which of the following is not a desired benefit unique to the Internet?

An idea can be marketed as a product.

Which of the following is not an attribute of value?

A domain name, or URL, is likely to be made up of ________.

List and describe the three roles for social media in branding according to Forrester Research, Inc.

Trusted brand names, such as Microsoft and Apple, generate customer trust and add to customer-perceived benefits. Therefore, they can command higher prices from customers.

Toymaker LEGO allows consumers to create and upload their own virtual designs, which can be custom-priced for those who want to order pieces and build the designs at home.

The internet is a great information equalizer, which means less competition, less product imitation, and somewhat longer product life cycles.

________ is a critical component in the value proposition.

In what ways do customers develop brand images?

Brand equity refers to the intangible value of a brand.

Customers and prospects develop a brand image only through one-way brand contact.

All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ________.

The term "product" may include such items as the following except ________.

Many companies (producers) benefit from the ideas of their consumers received via all the following except ________.

Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?

Return on Investment (ROI) and break-even are important metrics for selling new-product ideas internally and measuring their success in the market.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters

Exam 9: Product: the Online Offer

A trademark can be ________.

Brands are promises to customers. Delivering on this promise ________.

Why might successful brick-and-mortar firms want to use different brand names online and offline?

Which of the following is not a desired benefit unique to the Internet?

An idea can be marketed as a product.

Which of the following is not an attribute of value?

A domain name, or URL, is likely to be made up of ________.

List and describe the three roles for social media in branding according to Forrester Research, Inc.

Trusted brand names, such as Microsoft and Apple, generate customer trust and add to customer-perceived benefits. Therefore, they can command higher prices from customers.

Toymaker LEGO allows consumers to create and upload their own virtual designs, which can be custom-priced for those who want to order pieces and build the designs at home.

The internet is a great information equalizer, which means less competition, less product imitation, and somewhat longer product life cycles.

________ is a critical component in the value proposition.

In what ways do customers develop brand images?

Brand equity refers to the intangible value of a brand.

Customers and prospects develop a brand image only through one-way brand contact.

All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ________.

The term "product" may include such items as the following except ________.

Many companies (producers) benefit from the ideas of their consumers received via all the following except ________.

Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?

Return on Investment (ROI) and break-even are important metrics for selling new-product ideas internally and measuring their success in the market.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters