E-Marketing Chapter 7
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Questions and Answers

How many electronic devices for media and communication are found in a home?

  • 26 (correct)
  • 30
  • 20
  • 15

    • What is one of the cornerstones for attracting customers online?

  • Reputation (correct)
  • Convenience
  • Incentives
  • Security

    • What is one of the reasons behind the increase in unsolicited emails despite the Can-Spam law?

  • Increase in email users
  • Spammers finding ways to circumvent the law (correct)
  • Lack of enforcement
  • Poor email filters

    • What was the percentage of online consumers who shared music files in 2002?

    <p>37%</p> Signup and view all the answers

    What is one of the individual characteristics that affects Internet use?

    <p>Age</p> Signup and view all the answers

    What do consumers perceive as value when making purchasing decisions?

    <p>Benefits minus costs</p> Signup and view all the answers

    What was the percentage of online consumers who shared music files in 2004?

    <p>23%</p> Signup and view all the answers

    What is one of the factors that affects how individuals use the Internet?

    <p>All of the above</p> Signup and view all the answers

    What percentage of the global population had access to the Internet in 2009?

    <p>27%</p> Signup and view all the answers

    What is the act of obtaining a desired object by offering something in return?

    <p>Exchange</p> Signup and view all the answers

    Which of the following groups tend to be less connected?

    <p>Older and less educated groups</p> Signup and view all the answers

    What percentage of all Internet users are accounted for by the top ten countries?

    <p>38%</p> Signup and view all the answers

    What is the context in which exchange occurs, according to the marketing concept?

    <p>Technological, social/cultural, and legal</p> Signup and view all the answers

    What percentage of online Americans connect to the Internet at home with broadband?

    <p>63%</p> Signup and view all the answers

    What is a characteristic of broadband users?

    <p>They enjoy more multimedia games, music, and entertainment</p> Signup and view all the answers

    What percentage of U.S. consumers use the Internet?

    <p>76%</p> Signup and view all the answers

    What is the stage of Internet development reached by developed nations?

    <p>Maturity</p> Signup and view all the answers

    What is Justin doing while watching a soccer game on TV?

    <p>Tuning his iPod to the latest Diggnation podcast</p> Signup and view all the answers

    What does Justin find when he searches for the video title on Google?

    <p>A job posting on Vimeo</p> Signup and view all the answers

    What does Justin post to his Twitter stream?

    <p>A link to the video on Vimeo</p> Signup and view all the answers

    What is a characteristic of the new consumer in the 21st century?

    <p>Attending to different media simultaneously</p> Signup and view all the answers

    What is the main objective of Chapter 7?

    <p>To understand the Internet population</p> Signup and view all the answers

    What is Justin's age?

    <p>25 years old</p> Signup and view all the answers

    What is the name of the podcast Justin is listening to?

    <p>Diggnation</p> Signup and view all the answers

    What are the three components of a consumer's resources for exchange?

    <p>Monetary cost, time cost, and energy and psychic costs</p> Signup and view all the answers

    What are the five basic things that people do online?

    <p>Connect, create, enjoy, learn, and trade</p> Signup and view all the answers

    What is the primary purpose of a consumer's monetary cost?

    <p>To acquire goods and services</p> Signup and view all the answers

    What is an example of a consumer's energy and psychic cost?

    <p>Feeling tired and stressed after shopping</p> Signup and view all the answers

    What online activity involves uploading content to the internet?

    <p>Creating and uploading content</p> Signup and view all the answers

    What is an example of a consumer's time cost?

    <p>Spending time to travel to a store</p> Signup and view all the answers

    What is the primary purpose of online trading?

    <p>To acquire goods and services</p> Signup and view all the answers

    What is an example of a consumer's learning activity online?

    <p>Researching a product online</p> Signup and view all the answers

    Study Notes

    Chapter 7 Objectives

    • Discuss general statistics about the Internet population
    • Describe the Internet exchange process and the technological, social/cultural, and legal context in which consumers participate
    • Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange
    • Highlight the four main categories of outcomes that consumers seek from online exchanges

    The Customer's Story

    • Justin, a 25-year-old professional, multitasks with different media simultaneously
    • He uses multiple devices, including an iPod, TV, cell phone, and PC, to access various online platforms

    Consumers in the 21st Century

    • 76% of U.S. consumers use the Internet
    • Less connected groups tend to be:
      • Older
      • Less educated
      • In ethnic minority groups
      • Childless
      • Rural
      • Lower income
    • In 2009, 1.8 billion people had access to the Internet, 27% of the global population
    • Top ten countries account for 38% of all users, with adoption rates ranging from 7-77%

    Internet Exchange Process

    • Exchange is a basic marketing concept that refers to the act of obtaining a desired object by offering something in return
    • Exchange occurs within the following contexts:
      • Technological
      • Social/cultural
      • Legal

    Technological Context

    • 63% of online Americans connect to the Internet at home with broadband
    • Broadband users enjoy more multimedia games, music, and entertainment than those accessing from a mobile device or 56K modem
    • The typical U.S. home has 26 different electronic devices for media and communication

    Social and Cultural Contexts

    • The cornerstones for attracting customers online are:
      • Reputation
      • Relevance
      • Engagement
    • 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 illegal music file downloaders, consumer behavior changed

    Individual Characteristics and Resources

    • Individual characteristics affect Internet use, including:
      • Demographics (age, income, education, ethnicity, gender)
      • Attitudes toward technology
      • Online skill and experience
      • Goal orientation
    • Consumers perceive value as benefits minus costs, including:
      • Monetary cost
      • Time cost
      • Energy and psychic costs

    Exchange Outcomes

    • There are 5 basic things that people do online:
      • Connect
      • Create
      • Enjoy
      • Learn
      • Trade
    • Each is ripe with marketing opportunity

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    Description

    This quiz covers chapter 7 of E-Marketing, discussing general statistics about the Internet population and the technological, social, and legal context of consumer participation.

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