Exam 11: The Internet for Distribution

What is the role of an infomediary in the distribution system? What benefits does a consumer receive from an infomediary? What benefits accrue to an infomediary and an advertiser?

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Question 1

Correct Answer:

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-Online organization pulls together and distributes marketplace information.
-One form is as a market research firm gathering purchase or other marketing information that they sell to advertisers.
-Content sponsorship model, firm pays customer for space on their computer that is resold to advertisers. Customer grants permission to be marketed to.
-Consumer benefits - payment from the infomediary, receiving targeted ads.
-Infomediary benefits by selling to the advertiser consumer information and a targeted consumer group.
-Advertiser benefits- market to a highly targeted audience, with a high propensity to consider their product or service. Also targeted market has given permission to be contacted.

Regarding mobile commerce, all of the following is true except .

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Question 2

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An agent that represents a cluster of manufacturers, e-tailers, and content providers organized around a life event or major asset purchase is known as a ________.

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Question 3

Correct Answer:

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The most effective online marketing communications ________.

(Multiple Choice)

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Question 4

A distribution channel in which the manufacturer deals directly with the customer (e.g., sale of digital products) is called a(n) ________.

(Multiple Choice)

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Question 5

________ is an online organization that aggregates and distributes information. A market research firm is one example of such an organization.

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Question 6

Which of the following is a channel intermediary?

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Question 7

In general, suppliers operate more efficiently when they produce a low volume of a wide range of products.

(True/False)

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Question 8

________ functions refer to making contact with buyers and using marketing communication strategies to make those buyers aware of products.

(Multiple Choice)

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Question 9

Financing is not a facilitating function performed by channel intermediaries.

(True/False)

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Question 10

________ pool many buyers together to achieve larger volume purchases and drive down the price on selected items.

(Multiple Choice)

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Question 11

________ save(s) customers money by avoiding the middleman; sometimes it leads to more rapid delivery of the product.

(Multiple Choice)

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Question 12

All of the following are intermediary models in common use on the internet except ________.

(Multiple Choice)

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Question 13

How does the content sponsorship model generate revenues for the firm?

(Essay)

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Question 14

The content sponsorship model is always used alone in order to create multiple revenue streams.

(True/False)

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Question 15

In a reverse auction the buyer specifies a price and sellers bid for individual buyers.

(True/False)

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Question 16

Which of the following is true of logistical functions?

(Multiple Choice)

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Question 17

What are the benefits of online auctions for buyers? What are the benefits for sellers? Are there any drawbacks to this model?

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Question 18

Which of the following is a possible solution to the "last mile problem"?

(Multiple Choice)

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Question 19

Unlike agents, brokers do represent either the buyer or the seller depending upon who pays the fee.

(True/False)

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Question 20

Showing 1 - 20 of 34

What is the role of an infomediary in the distribution system? What benefits does a consumer receive from an infomediary? What benefits accrue to an infomediary and an advertiser?

Regarding mobile commerce, all of the following is true except .

An agent that represents a cluster of manufacturers, e-tailers, and content providers organized around a life event or major asset purchase is known as a ________.

The most effective online marketing communications ________.

A distribution channel in which the manufacturer deals directly with the customer (e.g., sale of digital products) is called a(n) ________.

________ is an online organization that aggregates and distributes information. A market research firm is one example of such an organization.

Which of the following is a channel intermediary?

In general, suppliers operate more efficiently when they produce a low volume of a wide range of products.

________ functions refer to making contact with buyers and using marketing communication strategies to make those buyers aware of products.

Financing is not a facilitating function performed by channel intermediaries.

________ pool many buyers together to achieve larger volume purchases and drive down the price on selected items.

________ save(s) customers money by avoiding the middleman; sometimes it leads to more rapid delivery of the product.

All of the following are intermediary models in common use on the internet except ________.

How does the content sponsorship model generate revenues for the firm?

The content sponsorship model is always used alone in order to create multiple revenue streams.

In a reverse auction the buyer specifies a price and sellers bid for individual buyers.

Which of the following is true of logistical functions?

What are the benefits of online auctions for buyers? What are the benefits for sellers? Are there any drawbacks to this model?

Which of the following is a possible solution to the "last mile problem"?

Unlike agents, brokers do represent either the buyer or the seller depending upon who pays the fee.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

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