网络营销(第五版)朱迪斯特劳斯 英文课件07
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internet Reaches Maturity: 1996-20087-7 Nhomakorabea
Exhibit 7.1
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Justin
Consumers in the
7-5
st 21
Century
71% of U.S. consumers use the internet; the other 29% can be characterized as: Net evaders Net dropouts Truly unconnected Intermittent users
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Consumers in the
7-6
st 21
Century, cont.
In 2007, 1.4 billion people had access to the internet, 19% of the global population. Ten countries account for 53% of all global users and adoption rates range from 69-88%. Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the internet.
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The Customer’s Story
7-3
A typical one-hour adventure in the life of a 25-yearold professional male, Justin: Tunes his iPod to the latest Diggnation podcast while his TV is tuned to a soccer game and his cell phone and PC are within reach. Picks up his computer to find a blog mentioned during the podcast, sees a video on the blog, and texts a friend about the video.
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Technological Context
7-10
50% of online Americans connect to the internet at home with a broadband connection. Broadband users enjoy more multimedia games, music, and entertainment than do those accessing from a mobile device or 56K (dial-up) modem. The typical U.S. home has 26 different electronic devices for media and communication.
7-9
Technological, Social/Cultural and Legal Context
Outcomes Connect Enjoy Learn Trade
Individual Characteristics Resources
Internet Exchange
Marketing Stimuli
7-1
E-MARKETING 5/E
JUDY STRAUSS AND RAYMOND FROST
Chapter 7: Consumer Behavior Online
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Chapter 7 Objectives
Exchange occurs within the following contexts:
Technological Social/cultural Legal
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The Online Exchange Process
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Social and Cultural Contexts
7-12
One of the most important social trends is that consumers trust each other more than they trust advertising or companies online. Social/cultural trends have a huge effect on online exchanges. Sophisticated consumers. Information overload overwhelms consumers. Multitasking speeds up normal processes and lowers attention to each task.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Social and Cultural Contexts, cont.
7-13
Home
and work boundaries are dissolving. Consumers seek convenience and have high expectations regarding customer service. Consumers cannot do without internet access: “online oxygen.” Self-service is required. Privacy and data security are paramount. Online crime worries consumers.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Resources
7-16
Consumers perceive value as benefits minus costs. These costs constitute a consumer’s resources for exchange: Money Time Energy Psychic costs
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Customer’s Story, cont.
7-4
searches for the video title on Google and finds a job posting on Vimeo, an online videoposting site. He posts a link to the video and Vimeo site on his Twitter stream. Justin is the new consumer: a multitasker interested in the social media. How can a marketer capture dollars from these behaviors?
Consumers
spend an average of 1.5 hours online daily.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Media Use on an Average Day
7-11
Exhibit 7.3
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Legal Context
7-14
Despite piracy laws, illegally used software abounds. In spite of the Can-Spam law, the number of unsolicited emails has increased. However, when the recording industry sued thousands of illegal music file downloaders, consumer behavior changed.
《网络营销》教学课件—05网络目标市场战略
１．网络目标市 ２．网络目标市
场的购买力
场的潜力
３．企业满足网 络需求的实 力
４．企业开拓网 络市场的能 力
第五章 网络目标市场战略
第三节
网络市场定位
第五章 网络目标市场战略
一、网络市场定位的含义
销目标市场定位，是指网络企业根据所选定的 目标市场上的竞争者、现有产品所处的位置和企业自 身的条件，从各方面为网络产品创造一定的特色，塑 造并树立一定的市场形象，以求在网络目标消费者心 中形成一种特殊的偏爱。
第五章 网络目标市场战略
学习目标
第五章 网络目标市场战略
一 了解网络市场细分的变量、网络目标市场选择 的战略以及企业在网络市场的具体定位方法
三
运用目标市场战略帮助企业在网络市场上 赢得竞争优势
第五章 网络目标市场战略
第一节
网络市场细分
第五章 网络目标市场战略
一、网络市场细分的概念 网络市场细分是指网络企业在调查
二是有利于企业 调整原有的营销 模式，适应网络 消费者的需求， 增强企业应变能 力。
三是有利于企业 合理分配资源， 避免不必要的浪 费。
第五章 网络目标市场战略
二、网络市场细分的变量 （一）B2C的市场细分标准
1
按地理因素细分市场
2
按人口因素细分市场
3
按心理因素细分市场
4
按行为因素细分市场
第五章 网络目标市场战略
3．按心理因素细分市场。 1 狂热型 2 开拓型 3 谋求自我提高型 4 参与导向型 5 实用型
6 追求娱乐文化型 7 现实满足型 8 社交导向型 9 追求信息型 10 游离型
计算机英语第五版课件07
7
网络基础·语言点聚焦
communication throughout the Internet is governed by an open collection of standards known as the TCP/IP protocol suite 整个因特网的通信是由一组称为 TCP/IP 协议簇的开放 标准控制的。 TCP/IP 是 Transmission Control Protocol/Internet Protocol 的首字母缩略， 常译为：TCP/IP协议，传输控制（协议）／网际（或网间）协议。 protocol suite 常译为： 协议簇，协议组。注意 suite 的读音 / swi:t / 。 suite：n.（同类物的）系列，组，套 ➢ a suite of software development tools 一套软件开发工具 ➢ a nice suite of furniture 一套不错的家具 ➢ Modern smartphones include a similar suite of applications.（1C/II）现代智能手机包含 一组类似的应用。
第五章网络营销方法PPT课件
第一节 搜索引擎营销
研究表明，搜索引擎营销（Search Engine Marketing，SEM）仍然是网站 推广方面的最重要方法，是目前为止最 为成熟的一种网络营销方法。如何充分 利用搜索引擎为企业和公司搞好网络推 广发挥最大限度的作用，是每一个上网 企业应该重视的问题。
第五章
网络营销的方法
章节内容
第一节 搜索引擎营销 第二节 许可E-mail营销 第三节 邮件列表营销
第四节 电 话 营 销 第五节 病毒性营销
知识点：搜索引擎营销、 许可E-mail营销、邮件 列表营销、电话营销、 病毒性营销，网络营销 的工具的运用。
技能点：网络营销工具 的运用。
第一节 搜索引擎营销
2．竞价排名
• 竞价排名服务，是由客户为自己的网页购买关 键字排名，按点击计费的一种服务。客户可以 通过调整每次点击付费价格，控制自己在特定 关键字搜索结果中的排名；并可以通过设定不 同的关键词捕捉到不同类型的目标访问者。
• 而在国内最流行的点击付费搜索引擎有、 雅虎和Google。值得一提的是即使是做了PPC 付费广告和竞价排名，最好也应该对网站进行 搜索引擎优化设计，并将网站登录到各大免费 的搜索引擎中。
一、搜索引擎营销的内容
• （一）免费搜索引擎营销
•
1．搜索引擎优化设计
•
2．搜索引擎登录
（二）付费搜索引擎营销
•
1．PPC广告
•
2．价排名
1．PPC广告
• PPC是英文Pay Per Click的缩写形式，其中文意思就是 点击付费广告。点击付费广告是大公司最常用的网络 广告形式。这种方法费用很高，但效果也很好。比如 搜狐和新浪首页上的banner广告。这种形式的广告收费 是按这种公式计算的：起价＋（点击数×每次点击的 价格）。越是著名的搜索引擎，起价越高，最高可达 数万甚至数十万。而每次点击的价格在0.30元左右。提 供点击付费的网站非常多，主要有各大门户网站（如 网软件下载的华军 等。
网络营销(第五版)课件第11章网络营销实例分析
络
产品页面转化元素包括：
营
(1) 社会证明
销 （2）感知价值定价
》
（
（3）稀缺性和紧迫性
第 五
（4）一键购买按钮
版 （5）追加销售和交叉销售
）
（6）智能栏
带有关键词的商品广告页面
11.3.3 亚马逊的发展历程
1. 亚马逊网站的发展
2. 业务的扩展
《 网 络 营 销 》
（ 第 五 版 ）
复习思考题
目前主要采购方式为原产地投资农产代工源头采购三个渠道合计采购量占比90覆盖区域一线城市覆盖达367个城市全国sku3000多个sku4000多个sku每家门店大概保持在70个左右的sku全年sku达到600多个配送速度55公里范围内半小时送达次日达为主订单2016年66月店均线上订单每天超4000单且盒马鲜生的线上订单数已超过线下日均订单超55万单计划2016年日均gmv1000万15年销售额30亿客单价70元150200元4050元网络营销第五版第五版从上表可以看到盒马综合了易果生鲜和百果园的模式采用线上外卖线下门店的经营模式这一模式即我们常说的o2o全渠道集生鲜超市餐饮体验线上业务仓储配送为一体
11.1.3 贝贝网成功经验总结
1．成功要素
(1）电商布局
《 （2）非标品切入带动标品类 网 （3）跨境进口 络 营 （4）思维植入电商(互动营销) 销 2. 贝贝网的 moony超级品牌日活动剖析 》
（ （1）大数据提效，发力精准营销。 第 五 （2）全平台预热，为品牌赢取先发优势。 版 ） （3）线上线下结合，驱动品效协同。
）
免费送货服务是亚马逊网站的促销策略之一，在物流配送
模式上选择了外包。
5. 推广策略
亚马逊使用“动态关键字插入”技术来增加其广告的预期点 击率和广告相关性，然后为客户提供一个基于产品类别的页面。
网络营销strauss Chapt10tb
Chapter 10: ProductMultiple Choice1.The term product may refer to all of the following except _____.a.goodsb.ideasc.peopled.times(d; Medium; pp. 241-242)2.Which of the following is not an attribute of value?a.value is the entire product experienceb.value is defined wholly by the producerc.value involves customer expectationsd.value is applied at all price levels(b; Hard; p. 243)3.Which of the following is not a desired benefit unique to the Internet?a.effective Web navigationeful site designc.high product qualityd.free information or services(c; Hard; p. 243)4.Both _____ and _____ are forms of customization available online.a.benefit packaging; user personalizationb.personalization; trademarkingc.personalization; biddingd.bidding; trademarking(a; Easy; p. 244)5.Why might successful brick-and-mortar firms want to use different brand namesonline and offline?a.to avoid jeopardizing the brand’s good name by associating it with a riskyproduct or channelb.to avoid inadvertently repositioning the offline brand due to a success on theInternetc.firms may want to differentiate the online brand from the offline brandd.all of the above(d; Medium; p. 248)6.All of the following are attributes of a good brand name except _____.a.the name should suggest something about the productb.the name should differentiate the product from competitorsc.the name should be long and spelled in a unique wayd.the name should be capable of legal protection(c; Hard; p. 248)7. A domain name, or URL, is likely to be made up of _____.a.hypertext protocolb. a second-level domainc. a top-level domaind.all of the above(d; Medium; p. 249)8._____ is a critical component in the value proposition.a.Customer supportb.Customer retentionc.Employee loyaltyd.All of the above(a; Hard; p. 251)9.What type of information might be found on an online label at a Web site?a.product ingredientsb.product featuresc.priced. a small lock, indicating secure mode(b; Medium; p. 252)10.Passive Feedback is _____.a. a method for customers to respond to a Websiteb. a cookie that is placed on the consumer’s computerc.an electronic clipping services that scan the Internet for relevant discussionsd.an e-marketer’s evaluation of customer retention(c; Hard; p. 254)11.All of the following are ways in which marketers can integrate hot ideas intocurrent product mixes except _____.a.discontinuous innovationsb.removing outdated product linesc.new-product linesd.repositioned products(b; Hard; p. 256)12.Many firms are allowing customers to create Web site content. Examples of thisinclude all the following except _____.a.blogsb.product reviewsmediariesd.Real Simple Syndication(c; Hard; pp. 253-254)13.All of the following are known viruses except _____.a.Outlookb.Nightshadec.Wormsd.Trojan Horse(a; Medium; p. 259)puter Viruses that do not replicate, but can damage the computer by openingthe gates for hackers to enter the computer are known as a _____.a.wormb.trojan horsec.boot virusd.none of the above(b; Medium; p. 259)15.Marketers deal with five product decisions that comprise its bundle of benefits.These include _____.a.priceb.brandingc.qualityd.location(b; Hard; p. 243)16.According to the book the most important customer benefit that the Internet canprovide is _____.a.price transparencyb.mass customizationc.convenienced.product assortment(b; Hard; p. 244)17. A trademark can be _____.a. a symbol or designb. a computer programc.patentedd.copied by other companies or organizations(a; Hard; p. 244)18.Brands are promises to customers. Delivering on this promise _____.a.builds trustb.can generate higher profitsc.lowers perceived riskd.all of the above(d; Medium; p. 244)19.In terms of branding the dot-com crash showed _____.a.that traditional brand equity did not carry over to the Internetb.the strength of brick and mortar brandsc.that technology was more important than brand equityd.all of the above(b; Medium; p. 248)20.Good names for a new Internet brand should do all of the following except _____.a.differentiate the productb.translate well into other languagesc.be similar to other brand namesd.be memorable(c; Easy; p. 248)True/False21.An idea can be marketed as a product.a.Trueb.False(a; Easy; p. 242)22.Trustworthy brand names add to customer-perceived benefits and, therefore, cancommand higher prices from customers.a.Trueb.False(a, Medium; p. 244)23.Customers and prospects develop a brand image only through one-way brandcontact.a.Trueb.False(b; Easy; p. 246)24.When purchasing a domain name in the United States firms must try to find asecond-level domain name that is not taken, which must be followed by a“.com.”a.Trueb.False(b; Hard; p. 249)25.The power shift to buyers, combined with the Internet’s global reach, allows forboth business and consumer collaboration.a.Trueb.False(a; Easy; p. 253)26.The Internet is a great information equalizer, which means less competition, lessproduct imitation and longer product life cycles.a.Trueb.False(b; Hard; p. 255)27.ROI and break-even are important metrics for selling new-product ideasinternally and for measuring their success in the market.a.Trueb.False(a; Medium; p. 257)28.Blogs are online journals or diaries that allow customer develop Web site content.a.Trueb.False(a; Medium; p. 253)29.Discontinuous innovations are new products that did not perform in themarketplace.a.Trueb.False(b; Medium; p. 256)30.Product benefits are the key components in the value proposition.a.Trueb.False(a; Easy; p 243)Essay31.In what ways do customers develop brand images?•From every brand contact•One way contacts – advertising, packaging•Two way contacts – customer service personnel, sales personnel, trade shows, Web sites or company initiated e-mail.(Easy; pp. 246-247)32.What reasons are there for existing brick-and-mortar firms to choose a differentname for their online offerings than for their offline products? What reasons arethere for using the same name?Choose a different name•Don’t want to jeopardize brand’s good name•Could reposition the offline brandKeep the same name•Leverage off the existing brand•Take advantage of brand equity•Create Synergy between offline and Internet(Medium; pp. 247-248)33.How should marketers attain feedback on their products?•Invite customer input•Monitor and respond to customer input•Passive Feedback-scan the Internet for company and product discussion (Easy; pp. 254-255)34.How can marketers integrate hot product ideas into current product mixes? Youranswer should include at least four of the six strategies mentioned in the text.•Discontinuous Innovation•New product lines•Additions to existing product lines•Improvements or revisions of existing products•Repositioned products•Me-too lower-cost products(Hard; pp. 255-257)35.The Internet is a great information equalizer. What does that mean for firmsinvolved in e-commerce?•Fierce Competition•Product Imitation•Short product life cycles•Product could become a price-driven commodity(Medium; pp. 255)。
第8章-网络营销-PPT课件
特点：
简化了市场交易过程 实现了网上交易活动的常规化
便利了买卖双方的信息收集过程
8.2.4 网络营销促销策略
网络促销是指利用计算机及网络技术向虚拟市场传递有关商品和 劳务的信息，以引发消费者需求，唤起购买欲望和促成购买行为 的各种活动。
1．网络促销的分类：
网络广告促销 网络站点促销
8.2.4 网络营销促销策略
搜索引擎除以上三种主要类型外，还有以下几种形式：
（1）集合式搜索引擎 （2）门户搜索引擎 （3）免费链接列表
8.4搜索引擎
3．典型搜索引擎
（1）Excite Excite是一个发展速度很快的搜索引擎，它声称其目标是为那些查询者提供便 捷的进入方法和相关信息。
（2）Yahoo Yahoo几乎是互联网上最重要的查询服务网站，把网站登记到Yahoo上往往是商 家要做的第一件事情。Yahoo是一个由人工完成索引网站工作的搜索引擎。
（2）使用者成本 使用者成本是指直接发生在业务部门的关于使用网络系统方面的成本， 或者由信息部门支出但可以直接归算到业务部门的费用，包括配置在业 务部门的计算机等硬件购置费及使用、维护费等。此外，组织过程中的 成本，如管理和学习所花的时间以及教育费用等，都是较少或没有列入 预算中，与系统开发费用相比也是十分可观的费用。
2．产品组合策略 产品组合策略主要包括： （1）扩大产品组合：京东销售类目电子产品扩大至各百货类目 （2）产品延伸策略：向上延伸（增加高档产品的经营） 向下延伸（增加低档产品的经营） 双向延伸（增加高档、低档产品的经营）
8.2.1 网络营销产品策略
3．新产品开发策略 新产品开发主要包括： （1）全新产品 （2）模仿型新产品 （3）现行产品线的增补品 (4）改进型新产品 （5）形成系列型新产品 （6）重新定位型新产品 （7）降低成本型新成品 4. 网上产品服务 （1）网上售前服务：主要是提供信息服务 （2）网上售中服务：主要是销售过程中的服务，如订单执行情况、配送情况等 （3）网上售后服务：产品帮助和技术支递技术供应商。中国所有提供搜索
EC第五章 网络营销
1.网络营销产生的技术背景 2.网络营销发展的环境条件 3.网络营销发展的社会背景 4.网络营销发展的经济背景
5.1
1.网络营销产生的技术背景
计算机通信技术的应用以及互联网的发展是 网络营销产生的技术基础。 网络营销是以现代电子技术和通信技术的应 用与发展为基础，与市场的变革、竞争以及 营销观念的转变密切相关的一门新学科，是 网络经济形态下的一种新的营销方式。它为 企业提供了适应全球网络技术发展与信息网 络社会变革的新的技术和手段。其产生是科 技发展、消费者价值观的变革、商业竞争等 多种因素综合作用的结果。
3.网络营销与传统营销的比较优势
（3）网上广告和公关 促销手段的不同：如网络广告既有平面媒 体的信息承载量大的特点，又有形式多样， 手段方便，实现多种交流功能；同时还具 有极强的交互性。还可以改善和增强广告 的沟通效果 。 同时网络公关还有传播快和传播面广的特 点。
3.网络营销与传统营销的比较优势
5.1.4
5.2 网络市场调查
• • • • 5.2.1 5.2.2 5.2.3 5.2.4 网络市场调查的优势 网络市场调查的方法 网络市场调查的步骤 网络消费者行为分析
第5章
5.2.1 网络市场调查的优势
1.网络调研信息的及时性和共享性 2.网络调研方式的便捷性和经济性 3.网络调研过程的交互性和充分性 4.网络调研结果的可靠性和客观性 5.网络调研无时空和地域的限制性 6.调研信息的可检验性和可控制性
5.2.1
2.网络调研方式的便捷性和经济性
在网络上进行市场调研，无论是调查者或是被调查者，只 需拥有一台能上网的计算机就可以进行网络沟通交流。被 调研者只需在电脑前按照自己的意愿轻点鼠标或填写问卷， 之后调研者利用计算机对访问者反馈回来的信息进行整理 和分析即可，这种调研方式将是十分便捷的。 同时，网络调研可以节约传统调查中大量的人力、物力、 财力和时间的耗费，省却了印刷调研问卷、派访问员进行 访问、电话访问、留置问卷等工作；调研也不会受到天气、 交通、工作时间等的影响；调查过程中最繁重、最关键的 信息收集和录入工作也将分布到众多网上用户的终端上完 成；信息检验和信息处理工作均由计算机自动完成。所以 网络调研能够以最经济、便捷的手段完成。
网络营销09
Internet-Specific Differentiation Strategies, cont.
9-14
Efficient and Timely Order Processing Pricing In the early days of the Web, companies offered discounts as purchase incentives. Majority of firms today differentiate themselves in other ways besides pricing.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
The J. Peterman Story
9-3
The J. Peterman Company is a classic example of successfully combining clever differentiation with powerful positioning.
Low-cost
channels Automated processes Reduced dependence on personnel Lower transaction cost
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 9 Objectives
9-2
After reading Chapter 9, you will be able to:
网络营销strauss Chapt05tb
Chapter 5: Ethical and Legal IssuesMultiple Choice1.Which of the following is not true in relation to law?w is directed toward the behavior of individuals or small groups, asopposed to entire populationsw attempts to be consistent in time and placec.making law is often slow and complexw is an expression of values(a; Hard; p. 101)2.The central focus of _____ is the analysis and description of what is right andwrong and how we judge the difference.wb.ethicsc.self-regulationd.privacy(b; Hard; p. 101)3.Which of the following is not an ethical issue currently confronting those whowork in electronic environments?a.intellectual propertyb.the role of privacyc.freedom of expressiond.bandwidth restrictions(d; Easy; p. 102)4.The model of self-regulation is supported by all of the following points except_____.a.the private sector’s speed in resolving problems within its area of expertisew is often contradictory and confusingc.voluntary compliance is encouraged by increased consumer confidenced.incentives are insufficiently compelling(d; Medium; pp 102-3)5.The concept of privacy encompasses _____.a.ethical aspectsb.legal aspectsc.both of the aboved.neither of the above(c; Easy; p. 104)6.The general attributes of privacy fall into each of the following categories except_____.a.the seclusion theoryb.the vacuum modelc.the access-control viewpointd.the autonomy model(b; Hard; pp. 104-105)7.What purpose do digital cookies serve?a.they recall stored sales informationb.they collect user data such as name, addresses and phone numbersc.they create features such as virtual shopping basketsd.all of the above(d; Easy; p. 106)8.Critics of opt-out presumptions argue which of the following points?a.average consumers are unlikely to take the time to walk through thenecessary stepsb.consumers prefer targeted advertisingc.the ability of consumers to opt-out cuts down on the effectiveness ofmarketing effortsd.opt-out policies keep marketers from learning anything about consumers(a; Hard; p. 106)9.The recent decrease in the online collection of personal information as comparedwith two years ago can be attributed to all of the following except _____.a.the greater prominence of privacy policiesb.the setting of explicit parameters of data collectionc.more extensive use of opt-out routinesd.recognition within the industry that privacy is important to consumers(b; Hard; p. 107)10.Which of the following is a ubiquitous application, meaning it is able to functionwithout a user’s knowledge or control?a.JAVAb.Windowsc.emaild.XML(a; Medium; p. 108)11.Which of the following problems can currently be addressed by conventionalcriminal statutes?a.workers are extended an expectation of privacy from their employersb.the privacy of all American citizens is assured by federal lawc.there are sanctions against the misuse of consumer datad.the right of users to opt-out of data submission(c; Hard; p. 108)12.Traditionally, what has the law used to protect intangible or intellectual propertyrights?a.copyrightsb.patentsc.trademarksd.all of the above(d; Medium; p. 111)13.Thus far, _____ have been established as the primary means of protecting mostof content on the Internet.a.copyrightsb.patentsc.trademarksd.licenses(a; Hard; p. 111)14.According to trademark law, a certain redundancy is permitted as long as there isenough dissimilarity in which of the following factors?a.type of businessb.productc.geographic localityd.all of the above(d; Easy; p. 113)15._____ allow the buyer to use the product, but restrict duplication and distribution.a. Copyrightsb. Patentsc. Trademarksd. Licenses(d; Hard; p. 116)16.All of the following can be defined as trade secrets except _____.a.formulasb.factsc.market datad.programs(b; Medium; p. 118)17.Which of the following is not a widely held criticism of spam?a.it places burdens on network resourcesb.the targeted marketing costs too muchc.it is an unwanted intrusion for receiversd.it is often derived from mailing lists not intended to be used for masssolicitation(b; Medium; p. 120)18.What is a legal method of protecting children from exposure to inappropriatematerial online?a.filtering modelsb.censorship of the entire Internetc.the Computer Decency Act of 1996d.all of the above(a; Hard; p.121)19.Jurisdiction is _____.a. a legal term defining control of a court or authority over a group orindividualb.traditionally based upon physical presencec.unlikely to be exercised within the geographic boundaries of other nations orstatesd.all of the above(d; Hard; p. 122)20.Which of the following is not a possible sanction for fraudulent conduct?a.consumer educationb.lifetime bans on Internet commercec.civil judgmentsd.criminal prosecution(a; Hard; p. 124)21.Doubleclick an online advertising firm has developed a system calledclickstreams which _____.a.counts Web site hitsb.records users visits to product sites from sponsored Web sitesc.measures the time a visitor stays on Web sited.evaluates revenue per day on Web sites(b; Hard; p. 105)22. A form of trademark violation on the Internet is _____.a.software piracyb.cybersquattingc.illegal music downloadd.spidering(b; Hard; p. 113)23.Within society the value of privacy competes against all the following except_____.a.Safetyb.Economicsc.consumer needsd.Social needs(c; Hard; p. 105)24.The FTC has developed a set of norms for the ethical use of customerinformation on the Internet. The norms include ______.a.Consentb.Securityc.Noticed.all of the above(d; Hard; p. 110)True/False25.Ethical standards are exclusively internal.a.Trueb.False(b; Medium; p. 101)26.The right to privacy is a long-standing concept and its scope is universally agreedupon.a.Trueb.False(b; Easy; pp. 104-105)27.There is currently no law regulating consumers’ right to opt-out of unwanted datacollection.a.Trueb.False(a; Medium; p. 106)28.The issue of collection is the only problem within the context of online privacy.a.Trueb.False(b; Easy; p. 107)29.On the international level, privacy issues have received close attention.a.Trueb.False(a; Medium; p. 109)30.Only registered trademarks may be protected by the federal Lanham Act.a.Trueb.False(b; Hard; p. 112)31.Cybersquatting, the registration of domain names which resemble or duplicatethe names of existing corporations or other entities is illegal.a.Trueb.False(a; Medium; p. 113)32.Shrinkwrap, clickwrap and break-the-seal are all types of licenses appearingupon or within software.a.Trueb.False(b; Hard; p. 116)33.The mass distribution of unsolicited electronic mail is known as spam.a.Trueb.False(a; Easy; p. 120)34.The use of email or Web sites to impersonate individuals or corporations isknown as spidering.a.Trueb.False(b; Medium; pp. 123-124)35.Software can be patented, because it consists of algorithms or generic formulas.a.Trueb.False(b; Hard; pp. 114-115)36.Employees who use their employer’s computers to send e-mail have noexpectation of privacy of that email.a.Trueb.False(b; Medium; p. 109)Essay37.What is the distinction between law and ethics?•Ethics- values and practices of professional and others who have expert knowledge in a specific field•Also general endeavor that reflects concerns and value of society as a whole•Ethics are directed towards individuals or groups•Laws – values of society that are directed to all members of society•Laws are made by governing bodies to cover the whole affectedpopulation•Laws are the result of social and political compromise•Are the combination of interests, beliefs and goals(Medium; pp. 100-101)38.What are the arguments for and against self-regulation? Which position holdsmore validity in your opinion?•Pro•Private sector ability to identify and resolve problems more quickly than laws•Technological environments are controlled by the marketplace•Con•Incentives for self-regulation are not strong enough to prevent fraud and deception•Self interest and external pressure compromise the private sector and the marketplaces ability to police itself.(Hard; pp. 102-104)39.The issue of privacy can be broken down into three general areas. Identify anddefine these areas.•Seclusion Theory – right to be left alone or isolated•Access Control Theory– laws that allow the individual to protectpersonal material from unauthorized release•Autonomy Theory – freedom for coercive use of personal information and the ability to be alone when an individual wants to remain isolated(Hard; pp. 104-105)40.What are the arguments for and against the mass distribution of unsolicited email?Support one of these viewpoints using evidence from your own use of email.•Pro – In the US the First Amendment to the Constitution, Freedom of Expression•Restrict the ability to do targeted e-mails.•Con – Addresses collected from newsgroup or web bulletin boards.Information given for one use or purpose is used as a means to contactthe consumer•Messages sent without return addresses, sender unknown(Medium; pp. 120-121)41.What are some ways for consumers to protect themselves from fraud? Youranswer should include a definition of fraud and a specific Web site useful inprotecting consumers.•Fraud – use of deception and false claims to obtain money•Protection includes consumer education•References from professional organizations•Use of intermediaries•Using organizations that belong to antifraud groups such as the Better Business Bureau•Using businesses that require licensees to follow strict legal and ethical protocols.(Hard; pp. 123-125)42.What are the norms used by the FTC that represent the minimum requirementsessential to the ethical use of consumer information?•Notice- User should be aware of site’s information policy before data are collected•Consent – Users should be allowed to choose to participate or not•Access – Users should have access their data and correct errors.•Security – Policies to ensure the integrity of data and prevention ofmisuse should be in place•Enforcement – User have means to hold data collectors to their policies (Medium; p. 110)。
Strauss_5e_TIF_01网络营销英文版习题
CHAPTER ONEPAST, PRESENT, AND FUTUREMultiple Choice1.E-marketing affects traditional marketing in which of the following ways?a.increases efficiency of traditional marketing functionsb.technologically transforms marketing strategiesc.decreases the reach of marketing campaignsd.both A and B(d; Moderate; p. 6; LO1; Use of Information Technology)2.________ is the subset of e-business focused on transactions.a.E-commerceb.E-marketingc.Digital technologyd.ESP(a; Easy; p. 6; LO2; Use of Information Technology)3.Convenient access to digital information has the ability to transform all of the followingexcept ________.a.ecosystemsernmentsc.societiesd.businesses(a; Easy; p. 5; LO5; Use of Information Technology)4.The internet consists of all of the following except ________.puters with dataers who send and receive data filesc. a technology infrastructure to move, create, and view or listen to the contentd. a central mainframe(d; Moderate; p. 6-7; LO1; Use of Information Technology)5. A network that runs internally in an organization but uses internet standards and browsersis known as ________.a.an intranetb.an extranetc.an internetd. a Web(a; Moderate; p. 6; LO1; Use of Information Technology)6.All of the following e-marketing technologies exist without the World Wide Web, except________.a.electronic data interchangeb.e-mailc.text messagingd.hypertext navigation(a; Difficult; p. 7; LO1; Use of Information Technology)7.All of the following are technical roles of the internet except ________.ers who access content and send e-mailb.technology infrastructurec.the World Wide Webd.content providers(d; Moderate; p. 6; LO4; Use of Information Technology)8.The internet can deliver content to all the following except _________.sb.refrigeratorsc.VCRsd.autos(c; Easy; p. 18; LO5; Use of Information Technology)9.According to the book, ________ is the country with highest percentage of internet users.a.the United Statesb.Norwayc.Chinad.France(b; Moderate; p. 9; LO5; Multicultural and Diversity)10.All of the following are considered by some authorities to be negatives of the growth of theinternet except________.a.class divisionsb.removing cultural differencesc.efficient marketsd.unsolicited communications(b; Difficult; p. 8-9; LO1; Analytic Skills)11.The “first wave of i nternet disruption” saw firms offer _________.a.products at premium pricingb.tangible products that can be compared and are low pricedmodities available in large quantitiesd.real estate(b; Moderate; p. 10-11; LO5; Analytic Skills)12.In the era of the Plateau of Profitability, marketers have focused on _________.a.traditional roots and well-grounded strategiesb.unique product mixesc.disintermediation in the marketing channeld.product benefits(a; Difficult; p. 11; LO5; Analytic Skills)13.Charles Schwab pitted their online business vs. their established brick-and-mortar business.Which of the following is not a result of this competition?a.faster growing accounts and assetsb.lower pricesc.more sales of bonds and less sales of stocksd.incorporation of successful e-marketing strategy(c; Difficult; p. 12; LO1; Analytic Skills)14.Internet properties, or characteristics, that impact marketing include________.a.global reachb.market deconstructionc.task automationd.all of the above(d; Easy; p. 12; LO1; Use of Information Technology)15.As consumers become more demanding, the internet is a good way to deliver customer valuebecause ________.a.most products on the internet are cheaper than on other marketing channelsb.broadband allows marketers to put more cookies on computersc.marketers can send e-mail messages to millions of customers in an instantd.customers gain access to information and entertainment on demand(d; Moderate; p. 13-14; LO3; Reflective Thinking Skills)16.A problem marketers have in integrating the internet and traditional marketing strategies is________.a.Web sites are not always consistent with offline brand informationb.the high cost of Web site developmentc.reluctance by traditional marketers to use the internetd.marketers’ lack of technological expertise(a; Moderate; p. 11-13; LO1; Use of Information Technology)17.________ is leading to a large increase in wireless networks.a.Integration of information technology and personal digital assistants (PDAs)b.Growth and acceptance of cell phones throughout the worldc.The World Wide Webd.Increasing adoption of high bandwidth(b; Moderate; p. 19; LO3; Use of Information Technology)18.The internet has the power to do all of the following except ________.a.create global communities based on interestsb.decrease cultural and language differencesc.prevent the upward mobility of people and countries at lower socioeconomic levelsd.discourage workaholism(d; Moderate; p. 9; LO5; Use of Information Technology)19.Of the stages of internet development, industrialized countries are moving towards the________.a.boomb.bustc.trough of disillusiond.plateau of profitability(d; Difficult; p. 11; LO5; Analytic Skills)20.________ are specific measures designed to determine web site success in terms of variousfactors, such as number of site visitors, length of time spent browsing a site, number ofcomments posted, and time spent watching a video.a.Segmentation variablesb.Metricsc.ESP modeld.Site stickiness(b; Easy; p. 15; LO1; Analytic Skills)True/False21.Individuals can be both users and content providers on the internet.a.Trueb.False(a; Moderate; p. 6; LO1; Use of Information Technology)22.According to the text, nowadays the internet should be regarded more as a channel thana place.a. Trueb. False(b; Moderate; p. 6; LO5; Analytic Skills)23.E-marketing refers to the result of information technology applied to traditionalmarketing.a.Trueb.False(a; Moderate; p. 6; LO1; Use of Information Technology)24.The internet provides individual users abilities to access information, entertainment, andcommunication.a.Trueb.False(a; Easy ; p. 7; LO3; Use of Information Technology)25.The term blog refers to online diaries, or journals, that are updated and shared on Webpages.a.Trueb.False(a; Moderate; p. 8; LO3; Use of Information Technology)26.More than one-third of global internet users are based in Asia.a.Trueb.False(a; Difficult; p. 9; LO5; Multicultural and Diversity)27.Unsolicited communications, such as spam, have slowed the positive impact of e-marketing practices.a.Trueb.False(a; Moderate; p. 9; LO5; Use of Information Technology)28.Electronic marketing relies solely upon Web-based technology.a.Trueb.False(b; Difficult; p. 7; LO1; Use of Information Technology)29.The internet has shifted power from sellers to buyers.a.Trueb.False(a; Easy; p. 13; LO3; Reflective Thinking Skills)30.It is expected that the “e” in e-business and e-marketing will eventually be dropped, aselectronic practices become more standard.a. Trueb. False(a; Moderate; p. 10; LO5; Analytic Skills)31.The internet is largely the product of ARPANET, a project commissioned by the U.S.Department of Defense.a.Trueb.False(a; Difficult; p. 10; LO1)32.Co-creation occurs when users help marketers develop products or advertising.a.Trueb.False(a; Easy; p. 15; LO3)Essay Questions33.What is the difference between the internet, an extranet, and an intranet?∙The internet is a global network of interconnected computers. Access to the internet is very broad and open.∙An extranet is two or more proprietary or company owned networks that are joined to share information. Access to this network is limited.∙An intranet is an internal network for a company that uses internet standards. Access is limited to internal company use only.(Easy; p. 6; LO1; Use of Information Technology)34.What is a content provider on the internet?Content providers are individuals and organizations that create digital text, video, audio,and graphics to be sent over the internet to users who receive it as information,entertainment, or communications.(Moderate; p. 5; LO1; Analytic Skills)35.Define what community means for the internet and give examples.Communities for the internet are groups of users who come together to share information, hold discussions, and exchange data. Examples include blogs or web logs, auctions, andpeer-to-peer networking.(Easy; p. 7-8; LO1; Analytic Skills)36.Concerning internet usage, what is the digital divide?Internet adoption is affected by money, literacy, and education. This creates a dividebetween those who have access to the i nternet and those who don’t. It impairs the upward mobility of those on the lower socioeconomic level, who don’t have access to the i nternetand the information that comes with it. This impacts individuals on the lowersocioeconomic levels and those living in less developed countries.(Moderate; p. 9; LO5; Reflective Thinking Skills)37.Why did some manufacturers such as Levis stop selling on the internet?∙Channel conflict with retail accounts∙Cannibalization∙Inefficiency(Moderate; p. 11; LO2; Analytic Skills)38.The strength of the internet has affected traditional marketing in several ways. List five ofthem and how they affected marketing.∙Power shift from sellers to buyers (focus on customer relationship management)∙Market fragmentation (more focus on small target markets and 1-to-1 marketing)∙Death of distance or geographic location affect (less focus on place for marketing)∙Time compression (24/7 availability)∙Knowledge management is key (track results in real time and focus on database analysis) ∙Interdisciplinary focus (marketers must understand technology and use it wisely)∙Intellectual capital rules (focus on creativity and imagination)(Difficult; p. 12-15; LO5; Reflective Thinking Skills)39.Marketers face new challenges with the advent of TIVO and other digital video recorders.What is the main challenge and what has TIVO done to alleviate some of the concerns ofmarketers?∙The main challenge is the ability of consumers to speed through and skip commercials that advertisers have paid for based on their ability to communicate with consumers.∙TIVO has setup content with advertising included that viewers can watch at their leisure and TIVO can provide specific metrics to the advertisers on these programs.(Difficult; p. 17; LO4; Reflective Thinking Skills)。