32 Questions
How many electronic devices for media and communication are found in a home?
26
What is one of the cornerstones for attracting customers online?
Reputation
What is one of the reasons behind the increase in unsolicited emails despite the Can-Spam law?
Spammers finding ways to circumvent the law
What was the percentage of online consumers who shared music files in 2002?
37%
What is one of the individual characteristics that affects Internet use?
Age
What do consumers perceive as value when making purchasing decisions?
Benefits minus costs
What was the percentage of online consumers who shared music files in 2004?
23%
What is one of the factors that affects how individuals use the Internet?
All of the above
What percentage of the global population had access to the Internet in 2009?
27%
What is the act of obtaining a desired object by offering something in return?
Exchange
Which of the following groups tend to be less connected?
Older and less educated groups
What percentage of all Internet users are accounted for by the top ten countries?
38%
What is the context in which exchange occurs, according to the marketing concept?
Technological, social/cultural, and legal
What percentage of online Americans connect to the Internet at home with broadband?
63%
What is a characteristic of broadband users?
They enjoy more multimedia games, music, and entertainment
What percentage of U.S. consumers use the Internet?
76%
What is the stage of Internet development reached by developed nations?
Maturity
What is Justin doing while watching a soccer game on TV?
Tuning his iPod to the latest Diggnation podcast
What does Justin find when he searches for the video title on Google?
A job posting on Vimeo
What does Justin post to his Twitter stream?
A link to the video on Vimeo
What is a characteristic of the new consumer in the 21st century?
Attending to different media simultaneously
What is the main objective of Chapter 7?
To understand the Internet population
What is Justin's age?
25 years old
What is the name of the podcast Justin is listening to?
Diggnation
What are the three components of a consumer's resources for exchange?
Monetary cost, time cost, and energy and psychic costs
What are the five basic things that people do online?
Connect, create, enjoy, learn, and trade
What is the primary purpose of a consumer's monetary cost?
To acquire goods and services
What is an example of a consumer's energy and psychic cost?
Feeling tired and stressed after shopping
What online activity involves uploading content to the internet?
Creating and uploading content
What is an example of a consumer's time cost?
Spending time to travel to a store
What is the primary purpose of online trading?
To acquire goods and services
What is an example of a consumer's learning activity online?
Researching a product online
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
Legal Context
- 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
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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