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% (C)</p> Signup and view all the answers

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

<p>Age (C)</p> Signup and view all the answers

What do consumers perceive as value when making purchasing decisions?

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

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

<p>23% (C)</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 (D)</p> Signup and view all the answers

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

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

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

<p>Exchange (B)</p> Signup and view all the answers

Which of the following groups tend to be less connected?

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

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

<p>38% (D)</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 (C)</p> Signup and view all the answers

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

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

What is a characteristic of broadband users?

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

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

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

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

<p>Maturity (A)</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 (C)</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 (B)</p> Signup and view all the answers

What does Justin post to his Twitter stream?

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

What is the main objective of Chapter 7?

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

What is Justin's age?

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

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

<p>Diggnation (C)</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 (C)</p> Signup and view all the answers

What are the five basic things that people do online?

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

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

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

What online activity involves uploading content to the internet?

<p>Creating and uploading content (D)</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 (B)</p> Signup and view all the answers

What is the primary purpose of online trading?

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

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

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

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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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