Ch9 Exam Prep Product The Online Offer

CHAPTER NINE PRODUCT: THE ONLINE OFFER

Multiple Choice

1. The term “product” may include such items as the following except ________.
2. goods
3. places
4. people
5. times
6. Which of the following is not an attribute of value?
7. Value is the entire product experience.
8. Value is defined wholly by the producer.
9. Value is defined wholly by the mental belief and attitudes held by customers.
10. Value involves customer expectations.
11. Which of the following is not a desired benefit unique to the Internet?
12. effective web navigation
13. quick download speeds
14. high product quality
15. free information or services
16. Both ________ and ________ are forms of customization available online.
17. benefit bundling; user personalization
18. personalization; service-marking
19. personalization; bidding
20. bidding; trade-marking
21. Why might successful brick-and-mortar firms want to use different brand names online and offline?
22. to avoid harming the brand’s name by associating it with a risky product or channel
23. to avoid inadvertently repositioning the offline brand due to a success on the Internet
24. to position differently the online and offline brands
25. all of the above
26. All of the following are attributes of a good brand name except ________.
27. the name should suggest something about the product
28. the name should differentiate the product from competitors
29. the name should be memorable and translate well into other languages
30. the name should be long and spelled in a unique way
31. A domain name, or URL, is likely to be made up of ________.
32. hypertext protocol
33. a second-level domain
34. a top-level domain
35. all of the above
36. ________ is a critical component in the value proposition.
37. Customer retention
38. Customer support
39. Employee loyalty
40. All of the above
41. 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:
42. Customer codesign
43. crowdsourcing
44. idea streaming
45. both a and b
46. ________ is a reflection of the power shift to buyers from sellers.
47. Discontinuous innovation
48. Customer co-design
49. Internet labeling
50. Uniform resource locations
51. All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ________.
52. Introducing discontinuous innovations
53. subtracting from existing product lines
54. adding new-product lines
55. repositioning products
56. Many companies (producers) benefit from the ideas of their consumers received via all the following except ________.
57. blogs
58. product reviews
59. online monitoring services
60. all of the above
61. Software viruses that do not replicate, but can damage the computer by opening doors for hackers to enter the computer are known as a ________.
62. worm
63. Trojan horse
64. boot virus
65. none of the above
66. Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?
67. price
68. support services
69. quality
70. location
71. According to the text, the most important customer benefit that the internet can provide is the capability for ________.
72. price transparency
73. mass customization
74. convenience
75. product assortment
76. A trademark can be ________.
77. a computer program
78. patented
79. a symbol or design
80. copied by other companies or organizations
81. Brands are promises to customers. Delivering on this promise ________.
82. builds trust
83. reduces customer stress of making product switching decisions
84. lowers risk
85. all of the above
86. In terms of branding the dot-com crash showed ________.
87. that traditional brand equity did not carry over to the internet
88. that the strength of brick and mortar brands carried over to the internet
89. that technology was more important than brand equity
90. all of the above
91. Good names for a new internet brand should do all of the following except ________.
92. differentiate the product from competitors
93. translate well into other languages
94. be similar to other brand names
95. be suitable for legal protection

True/False

1. An idea can be marketed as a product.
2. True
3. False
4. 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.
5. True
6. False

(a, Moderate; LO2; Analytic Skills)

1. Customers and prospects develop a brand image only through one-way brand contact.
2. True
3. False
4. 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.”
5. True
6. False
7. The power shift to buyers, combined with the internet’s global reach, allows for unprecedented business and consumer collaboration.
8. True
9. False
10. The internet is a great information equalizer, which means less competition, less product imitation, and somewhat longer product life cycles.
11. True
12. False
13. Return on Investment (ROI) and break-even are important metrics for selling new-product ideas internally and measuring their success in the market.
14. True
15. False
16. 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.
17. True
18. False
19. Disruptive innovations are new products that failed to perform well in the marketplace.
20. True
21. False
22. According to the text, product benefits are key components in the value proposition.
23. True
24. False
25. Customer value can be described as attribute costs minus benefits.
    1. True
    2. False
26. Brand equity refers to the intangible value of a brand.
    1. True
    2. False
27. The lowest level of brand relationship intensity is advocacy.
    1. True
    2. False
28. The highest level of brand relationship intensity is community.
    1. True
    2. False

Essay Questions

1. In what ways do customers develop brand images?
2. 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?
3. List and describe the three roles for social media in branding according to Forrester Research, Inc.
4. 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.
5. The Internet is a great information equalizer. What does that mean for firms involved in e-commerce?