Exam 22: Marketing and the Information Economy

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. -Across the top of the home page at the Barbie website is a box that promotes www.amazon.com as a site to find books that young girls would enjoy reading. This is an example of:

Angela Scharps set up www.Siam-I-Am.com, a website where cat lovers can order specially bred Siamese cats. Thus far, she has been visited over 5000 times and sold over 50 cats at this _____ website.

When Kim visited www.addall.com, a site for people who want to find the lowest prices on book purchases, she saw a boxed-in promotional message at the top of the home page, which invited her to click on the ad and visit a site that would show her how to get the lowest possible rate on her long-distance phone service. Kim saw a(n):

The effective utilization of customer information:

Because the majority of sales for most manufacturers are still made through traditional channels, the risk of alienating business partners has affected Web strategies. Which of the following is an approach used by manufacturers to avoid Internet-related channel conflict?

Lycos, America Online, and Excite, are examples of ______, entrances and guides to the rest of the Web.

When Barnes & Noble bookstores began selling books on its own website on the Internet, it had little problem creating an image of legitimacy with customers because it was able to:

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. -Barbie.com is an example of a(n) _____ Website with links to pages where Barbie dolls, accessories, and collectibles can be purchased.

On the Starbucks home page, there is a box that you can click on to go to buy a "game that keeps your brain working" from Cranium. Cranium pays Starbucks a commission each time it sells a game as a result of someone using the Starbucks site to get to the Cranium page. This is an example of a(n):

When Therese went to the Starbucks website, she found the addresses of Starbucks located around the world, the company's plans for expansion, a history of the company, and links to the Starbucks catalog. The information was provided in a(n) _____ website.

Troutunlimited.com is a small website that is designed to appeal to people who love fly fishing. The site has numerous links to e-commerce sites such as those operated by such well-known companies as Orvis and L .L. Bean and others that are only familiar to people who enjoy fly fishing. Troutunlimited.com is paid a commission when purchases are made at the e-commerce sites. This is an example of which method of attracting the right audience to a site?

JCPenney carries Lee and Wrangler jeans made by VF Corporation. When the number of Wrangler jeans in a particular size, style, and color gets below a predetermined amount, the electronic data interchange (EDI) used by the retailer and the manufacturer automatically places a reorder. EDI is used to do all of the following EXCEPT:

Within the Appalachian Agency, an agency that plans mountain retreats for executives, an individual who wants to access travel plans for a specific group that are located on someone else's computer can use a(n) _____ and never have to leave his or her desk.

The postings on an e-formation website typically include all of the following EXCEPT:

A cookie is a customer database maintained at a vendor's website.

A(n) _____ provides an Internet visitor with the necessary application program to look at and interact with individual websites.

For business-to-business marketers, _____ transfer reduces the need for paper-based communication and lowers the costs of working with suppliers and serving distributors because it is operational 24 hours a day, 7 days a week.

Yesterday Marlene bought a first edition copy of Rudolph the Red-Nosed Reindeer, at an Internet auction for $15.96. Last week her neighbor bought a copy in similar condition for $23.80 at another Internet auction site. This difference in pricing shows how Internet marketing encourages:

Which of the following describes a problem associated with the quality and quantity of information provided by the Internet?

When Hansine visits the BMG website, the marketer tracked the pages she visited, the amount of time she spent on each page, and the CDs she purchased. It then grouped visitors with similar patterns. On subsequent visits, Hansine and visitors who had displayed similar behavior to hers will be steered to merchandise they are most likely to buy. This is called: