Exam 9: The Internet

Scenario 9-1 The hottest sites on the World Wide Web can attract thousands of visitors. In one month alone, online dating service eHarmony had 3.2 million unique visitors and was the fifth most-visited online dating site. Consumer spending on online personals was $235.3 million in the first half of 2004, up from $214.3 million in the first half of 2003, according to the Online Publishers Association and comScore Networks. ("Friendster, eHarmony in matchmaking deal," Reuters, MSNBCOnline, November 30, 2004) -(Scenario 9-1) One way to discover the eHarmony site is to go to Google! and look under dating services. Google is:

Streaming video and audio is a technique that sometimes uses:

Click fraud, while heartily annoying to advertisers, is not a crime.

A 'mash-up" is

Scenario 9-4 As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort. -(Scenario 9-4) One manager says that the only way he'll support the website project is if he can have exact data on the number of times the page is accessed and by whom, so he can judge for himself whether this highfalutin cybergizmo advertising stuff works. You explain to him that not all this can (or should) be provided. However, you are recommending the company purchase ____ so that it can keep track of hits, pages, visits, and users, as well as patterns of traffic within the website.

Scenario 9-4 As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort. -(Scenario 9-4) Another boss expresses her concern that the company will spend a bunch of money building a website and no one will come. She asks about your plans to promote the site. You tell her that one recommendation you are making is to register the site with Yahoo!, choosing the keywords to associate with your site carefully. You explain further that this means that

Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?

Which of the following is a currently troublesome privacy/security issue faced by website sponsors?

Visits are the number of occasions in which a user X has interacted with Y site during Z time.

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part

As part of your company's Internet strategy, it has bought a domain name [MyBigCo.net] from Register.com. This means that

Scenario 9-3 World Wide Web sites can be used to deliver many different types of information. For example, one Web page tries to teach visitors the ins and outs of creating a successful Web page. The title of the site is "Build Your Own Web Page." This guide has a table of contents that includes sections on Web Sites 101, deciding on content, organization and style, finding a Web server, and advertising your site. In addition, it has a guest book that visitors are urged to sign with their email and password. (www.build-website.com) -(Scenario 9-3) Although the Internet is a new technology and many people are moving toward it, the authors of the text say that the Internet will not

Online brand communities behave much like a community in traditional sense, like an actual small town or ethnic community.

The real challenge for today's Internet advertisers is to:

The Internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?

Scenario 9-2 You go to your school computer lab to write a term paper for a class. Before you start, you play a few games of solitaire. Then, you decide that maybe you should check your email before you get to work. You have several messages, which you answer. You look at the clock, and about an hour has passed since you arrived. Since you're already logged on, you decide to check out the latest posts on a few music websites. Another 45 minutes have gone by. Finally, you head out on the Web for a few minutes, just to get your brain going and maybe pick up a piece of information or two that you can work into your term paper. But first, you take a cybertour of Graceland, stop by Coupons Online and print out a coupon for your favorite brand of frozen pizza, solve a murder mystery, and submit a haiku about Spam to a site that already has more than 1,500 of them. It's time to get down to work. You click over to a search engine to run a few keywords on your project. As you're doing it, the lab monitor says it's closing time. You look up at the clock--two more hours had gone by while you were on the Web. You leave the lab grumbling how inefficient computers are, seeing as you never seem to get much done working on them. -(Scenario 9-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog listing all of the company's titles currently in print. This type of site is referred to as

The over 1.8 billion users of the World Wide Web today represent the majority of the world's consumer population. This is particularly true in developing nations.

Scenario 9-5 John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year. -(Scenario 9-5) John Deere's senior lawn care sector manager has asked Phat Chance to suggest which of the following is the best measure of unique visitors to the corporate home page. They reply that it is

Crayola offers a ____ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons.

List and describe the three main media used to communicate with consumers on the Internet. Summarize the ways product information is conveyed in each medium.