Exam 22: Marketing and the Information Economy

Which of the following is NOT an approach used to attract the right audience to a website?

The World Wide Web:

The Internet was created as a genetic research tool prior to World War II.

Extranets:

The primary promotion objective, and sometimes the only promotion objective, for an Internet marketer is to attract customers to its website.

The primary benefit of an e-information website to business-to-business marketers is:

What is the major distinguishing feature for Internet communications in comparison to traditional media advertising?

A portal:

Which type of unsponsored promotion has been most influenced by the Internet?

MyDailyCartoon.com is a site, which contains frequently updated cartoons about dogs and cats. Friskies pet food has a permanent place on this website. Friskies offers special products and pet care information to visitors to the site. Friskies is using a(n):

Ingram Book Group, the largest book distributor in the world, ships books to some Amazon.com customers as part of a deal between the two companies. Ingram will ship orders of single books directly to customers in cases where Amazon does not have the books in its inventory. Ingram will engage in _____ for Amazon.

What do American Online, Yahoo!, and Netscape Navigator have in common?

Any individual or organization can create and register a _____, a collection of files beginning with a home page, that is accessible through a unique address.

Which of the sections in an e-information website is potentially most important in terms of creating opportunities for interaction between the organization maintaining the site and the potential customer?

_____ is one method of identifying Internet market segments. This technique involves tracking the pages visited by various individuals, gathering information on the time they spent at a site, and recording the purchases made at a site. People with similar buying behavior are grouped together.

What is hypothesized to be the single biggest hurdle for firms contemplating a move to the Internet?

Hy-Vee Food Stores has implemented the technology to make its portal accessible to its suppliers. Suppliers can access simple reports on sales activity and engage in real-time ordering. Hy-Vee has created a(n):

Which of the following is an example of a strategy middlemen have devised to add value to their positions in the supply chain?

Mattel is the world's largest toy maker, and the Barbie doll is the world's best-selling toy. (It accounts for 28 percent of Mattel's sales.) In the fall of 2001, Mattel created www.Barbie.com. Its primary reason for taking this step was because the Internet had become "a very compelling part of a young girl's life." This was not Mattel's first attempt at interactive marketing. In 1998, it had introduced a Website where girls could design a personalized Barbie doll including hairstyle, eye and hair color, skin tone, clothes, and accessories. The custom-made doll was shipped to the buyer within six to eight weeks of its order date. However, Mattel was not pleased with the operation of the site, and neither were its retailers. The new Website is designed to accommodate many of its retailers' concerns. For instance, its prices are set 15 percent higher than the suggested retail price. -What else can Mattel do to avoid problems with its retailers?

When Huston visited the SoBe beverages website, he was able to get the upcoming schedule for the next X Games by clicking on the X Games logo. SoBe sponsors a team that participates in the extreme sports that make up the X Games. Huston used a(n) _____ to get to the X Games website.