网络营销straussChapt10tb.pdf

69 Chapter 10:Product Multiple Choice 1.The term product may refer to all of the following except _.a.goods b.ideas c.people d.times(d;Medium;pp.241-242)2.Which of the following is not an attribute of value?a.value is the entire product experience b.value is defined wholly by the producer c.value involves customer expectations d.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 navigation b.useful site design c.high product quality d.free information or services(c;Hard;p.243)4.Both _ and _ are forms of customization available online.a.benefit packaging;user personalization b.personalization;trademarking c.personalization;bidding d.bidding;trademarking(a;Easy;p.244)5.Why might successful brick-and-mortar firms want to use different brand names online and offline?a.to avoid jeopardizing the brands good name by associating it with a risky product or channel b.to avoid inadvertently repositioning the offline brand due to a success on the Internet c.firms may want to differentiate the online brand from the offline brand d.all of the above(d;Medium;p.248)70 6.All of the following are attributes of a good brand name except _.a.the name should suggest something about the product b.the name should differentiate the product from competitors c.the name should be long and spelled in a unique way d.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 protocol b.a second-level domain c.a top-level domain d.all of the above(d;Medium;p.249)8._ is a critical component in the value proposition.a.Customer support b.Customer retention c.Employee loyalty d.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 ingredients b.product features c.price d.a small lock,indicating secure mode(b;Medium;p.252)10.Passive Feedback is _.a.a method for customers to respond to a Website b.a cookie that is placed on the consumers computer c.an electronic clipping services that scan the Internet for relevant discussions d.an e-marketers evaluation of customer retention(c;Hard;p.254)11.All of the following are ways in which marketers can integrate hot ideas into current product mixes except _.a.discontinuous innovations b.removing outdated product lines c.new-product lines d.repositioned products(b;Hard;p.256)71 12.Many firms are allowing customers to create Web site content.Examples of this include all the following except _.a.blogs b.product reviews c.infomediaries d.Real Simple Syndication(c;Hard;pp.253-254)13.All of the following are known viruses except _.a.Outlook b.Nightshade c.Worms d.Trojan Horse (a;Medium;p.259)14.Computer Viruses that do not replicate,but can damage the computer by opening the gates for hackers to enter the computer are known as a _.a.worm b.trojan horse c.boot virus d.none of the above(b;Medium;p.259)15.Marketers deal with five product decisions that comprise its bundle of benefits.These include _.a.price b.branding c.quality d.location(b;Hard;p.243)16.According to the book the most important customer benefit that the Internet can provide is _.a.price transparency b.mass customization c.convenience d.product assortment(b;Hard;p.244)17.A trademark can be _.a.a symbol or design b.a computer program c.patented d.copied by other companies or organizations(a;Hard;p.244)72 18.Brands are promises to customers.Delivering on this promise _.a.builds trust b.can generate higher profits c.lowers perceived risk d.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 Internet b.the strength of brick and mortar brands c.that technology was more important than brand equity d.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 product b.translate well into other languages c.be similar to other brand names d.be memorable(c;Easy;p.248)True/False 21.An idea can be marketed as a product.a.True b.False(a;Easy;p.242)22.Trustworthy brand names add to customer-perceived benefits and,therefore,can command higher prices from customers.a.True b.False(a,Medium;p.244)23.Customers and prospects develop a brand image only through one-way brand contact.a.True b.False(b;Easy;p.246)73 24.When purchasing a domain name in the United States firms must try to find a second-level domain name that is not taken,which must be followed by a“.com.”a.True b.False(b;Hard;p.249)25.The power shift to buyers,combined with the Internets global reach,allows for both business and consumer collaboration.a.True b.False(a;Easy;p.253)26.The Internet is a great information equalizer,which means less competition,less product imitation and longer product life cycles.a.True b.False(b;Hard;p.255)27.ROI and break-even are important metrics for selling new-product ideas internally and for measuring their success in the market.a.True b.False(a;Medium;p.257)28.Blogs are online journals or diaries that allow customer develop Web site content.a.True b.False(a;Medium;p.253)29.Discontinuous innovations are new products that did not perform in the marketplace.a.True b.False(b;Medium;p.256)30.Product benefits are the key components in the value proposition.a.True b.False(a;Easy;p 243)74 Essay 31.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 different name for their online offerings than for their offline products?What reasons are there for using the same name?Choose a different name Dont want to jeopardize brands good name Could reposition the offline brand Keep 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?Your answer 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 firms involved in e-commerce?Fierce Competition Product Imitation Short product life cycles Product could become a price-driven commodity(Medium;pp.255)