Deck 9: Product: the Online Offer

Question 1

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

Answer 1

D

Question 2

All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ________.

A) Introducing discontinuous innovations
B) subtracting from existing product lines
C) adding new-product lines
D) repositioning products

Answer 2

B

Question 3

Why might successful brick-and-mortar firms want to use different brand names online and offline?

A) to avoid harming the brand's 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) to position differently the online and offline brands
D) all of the above

Answer 3

D

Question 4

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 memorable and translate well into other languages
D) the name should be long and spelled in a unique way

Question 5

In terms of branding the dot-com crash showed ________.

A) that traditional brand equity did not carry over to the internet
B) that the strength of brick and mortar brands carried over to the internet
C) that technology was more important than brand equity
D) all of the above

Question 6

A trademark can be ________.

A) a computer program
B) patented
C) a symbol or design
D) copied by other companies or organizations

Question 7

Software viruses that do not replicate, but can damage the computer by opening doors for hackers to enter the computer are known as a ________.

A) worm
B) Trojan horse
C) boot virus
D) none of the above

Question 8

Many companies producers) benefit from the ideas of their consumers received via all the following except ________.

A) blogs
B) product reviews
C) online monitoring services
D) all of the above

Question 9

Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?

A) price
B) support services
C) quality
D) location

Question 10

Good names for a new internet brand should do all of the following except ________.

A) differentiate the product from competitors
B) translate well into other languages
C) be similar to other brand names
D) be suitable for legal protection

Question 11

Which of the following is not a desired benefit unique to the Internet?

A) effective Web navigation
B) secure transactions
C) high product quality
D) free information or services

Question 12

According to the text, the most important customer benefit that the internet can provide is the capability for ________.

A) price transparency
B) mass customization
C) convenience
D) product assortment

Question 13

When Chris Anderson wrote his book, The Long Tail, he posted draft copies on his blog and engaged readers, who then posted comments about the book. This was an example of:

A) Customer codesign
B) crowdsourcing
C) idea streaming
D) both a and b

Question 14

________ is a reflection of the power shift to buyers from sellers.

A) Discontinuous innovation
B) Customer co-design
C) Internet labeling
D) Uniform resource locations

Question 15

________ is a critical component in the value proposition.

A) Customer retention
B) Customer support
C) Employee loyalty
D) All of the above

Question 16

All of the following are known software "viruses" except ________.

A) boot viruses
B) micro viruses
C) worms
D) Trojan horses

Question 17

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 is defined wholly by the mental belief and attitudes held by customers.
D) Value involves customer expectations.

Question 18

Both ________ and ________ are forms of customization available online.

A) benefit bundling; user personalization
B) personalization; service-marking
C) personalization; bidding
D) bidding; trade-marking

Question 19

Brands are promises to customers. Delivering on this promise ________.

A) builds trust
B) reduces customer stress of making product switching decisions
C) lowers risk
D) all of the above

Question 20

The term "product" may include such items as the following except ________.

A) goods
B) places
C) people
D) times

Question 21

Customer value can be described as attribute costs minus benefits.

Question 22

Return on Investment ROI) and break-even are important metrics for selling new-product ideas internally and measuring their success in the market.

Question 23

Customers and prospects develop a brand image only through one-way brand contact.

Question 24

When purchasing a domain name in the United States companies must try to find and reserve an available second-level domain name, which itself must be followed by a ".com."

Question 25

Disruptive innovations are new products that failed to perform well in the marketplace.

Question 26

The highest level of brand relationship intensity is community.

Question 27

The power shift to buyers, combined with the internet's global reach, allows for unprecedented business and consumer collaboration.

Question 28

List and describe the three roles for social media in branding according to Forrester Research, Inc.

Question 29

The internet is a great information equalizer, which means less competition, less product imitation, and somewhat longer product life cycles.

Question 30

An idea can be marketed as a product.

Question 31

In what ways do customers develop brand images?

Question 32

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.

Question 33

According to the text, product benefits are key components in the value proposition.

Question 34

The lowest level of brand relationship intensity is advocacy.

Question 35

Toymaker LEGO allows consumers to create and upload their own virtual designs, which can be custom-priced for those who want to order pieces and build the designs at home.

Question 36

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?

Question 37

Trusted brand names, such as Microsoft and Apple, generate customer trust and add to customer-perceived benefits. Therefore, they can command higher prices from customers.

Question 38

The Internet is a great information equalizer. What does that mean for firms involved in e-commerce?

Question 39

Brand equity refers to the intangible value of a brand.