CH.6 E-commerce Marketing: Online Consumers and Internet Access

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Questions and Answers

What is the primary purpose of tracking files in e-commerce?

To gather data for Web marketers to analyze customer behavior (correct)

To enhance online shopping experience for customers

To collect payment information from customers

To develop customer loyalty programs

Which type of database is commonly used in e-commerce to store and manage customer data?

Hierarchical database

Relational database (correct)

Network database

Object-oriented database

What is the primary goal of data mining in e-commerce?

To analyze customer behavior and develop profiles (correct)

To manage inventory and logistics

To enhance website design and user experience

To process online transactions efficiently

Which type of data mining involves using statistical models to predict customer behavior?

Model-driven data mining Signup and view all the answers

What is the primary purpose of a data warehouse in e-commerce?

To analyze customer data and inform marketing strategies Signup and view all the answers

Which of the following is NOT a type of tracking file used in e-commerce?

JavaScript Signup and view all the answers

What is the primary purpose of beacons in e-commerce?

To analyze website traffic and user behavior Signup and view all the answers

Which of the following is a benefit of using data mining in e-commerce?

Better targeting of marketing campaigns Signup and view all the answers

What is the primary purpose of psychographic research in the context of online purchasing?

To combine demographic and psychological data to divide markets into groups based on social class, lifestyle, and personality characteristics Signup and view all the answers

What is the primary factor influencing online traffic, according to the content?

Offline brands and shopping Signup and view all the answers

What is the term used to describe the process of analyzing a customer's online behavior, including the number of days since last visit and the number of products viewed during last visit?

Clickstream behavior Signup and view all the answers

What is the percentage of Internet users who are buyers, according to the content?

72% Signup and view all the answers

What is the primary difference between online and offline consumer behavior, according to the content?

The decision process is similar for online and offline behavior Signup and view all the answers

What is the primary goal of e-commerce marketing, according to the content?

To influence online purchasing decisions through dynamic marketing Signup and view all the answers

What is the percentage of offline retail purchases influenced by online activities, according to the content?

33% Signup and view all the answers

What is the stage of the consumer decision process that involves evaluating alternatives?

Evaluation of alternatives Signup and view all the answers

What percentage of U.S. households had internet access in 2012?

75% Signup and view all the answers

What is a key factor that influences consumer online behavior?

All of the above Signup and view all the answers

What is a key difference between broadband and dial-up audiences?

Speed and reliability Signup and view all the answers

What is a key aspect of consumer behavior models?

Predicting a wide range of consumer decisions based on background demographic factors and intervening variables Signup and view all the answers

What is an example of a subculture that influences consumer behavior?

Ethnicity Signup and view all the answers

What is an example of an indirect reference group?

Celebrity endorsements Signup and view all the answers

What is a key aspect of psychographic research?

Analyzing consumer behavior and lifestyle patterns Signup and view all the answers

What is a key characteristic of consumer online behavior?

Television viewing has increased with internet usage Signup and view all the answers

Study Notes

Consumers Online

75% of U.S. households (89 million) had Internet access in 2012
Growth rate of Internet access has slowed, but intensity and scope of use are increasing
Demographic groups with higher percentages of online usage include:
- Specific gender groups
- Certain age groups
- Ethnic groups
- Community types
- Income levels
- Educational levels

Consumer Behavior Models

Study of consumer behavior aims to explain what, where, when, how much, and why consumers buy
Consumer behavior models predict a wide range of consumer decisions based on demographic factors and intervening variables

Background Demographic Factors

Culture affects entire nations
Subcultures form around major social differences (ethnicity, age, lifestyle, geography)
Social networks and communities include:
- Direct reference groups
- Indirect reference groups
- Opinion leaders
- Lifestyle groups

Online Purchasing Decision

Psychographic research combines demographic and psychological data to divide markets into groups based on social class, lifestyle, and personality characteristics
Stages in the consumer decision process:
- Awareness of need
- Search for more information
- Evaluation of alternatives
- Actual purchase decision
- Post-purchase contact with firm

Model of Online Consumer Behavior

Decision process similar for online and offline behavior
General online behavior model factors:
- Consumer skills
- Product characteristics
- Attitudes toward online purchasing
- Perceptions about control over Web environment
- Web site features (latency, usability, security)
Clickstream behavior factors:
- Number of days since last visit
- Speed of clickstream behavior
- Number of products viewed during last visit
- Number of pages viewed
- Supplying personal information
- Number of days since last purchase
- Number of past purchases

Tracking Files

Users are tracked as they move from site to site
Four types of tracking files:
- Cookies (small text files placed by Web sites)
- Flash cookies
- Beacons (“bugs”)
- Apps

Databases and Data Mining

Database: stores records and attributes
Database management system (DBMS): software used to create, maintain, and access databases
SQL (Structured Query Language): industry-standard database query and manipulation language used in relational databases
Relational database: represents data as two-dimensional tables with records organized in rows and attributes in columns
Data warehouse: collects firm’s transactional and customer data in a single location for offline analysis
Data mining: analytical techniques to find patterns in data, model behavior of customers, and develop customer profiles

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Description

This quiz covers e-commerce marketing concepts, focusing on online consumers, internet access, and demographic trends. Learn about the growth rate of internet usage and its correlation with demographic factors such as gender, age, and ethnicity.