CHAPTER 19 Internet Marketing

TRUE/FALSE QUESTIONS
Answer whether the following statements are true or false

1 Have a basic understanding of the origins of the Internet, the birth of e-commerce/e-business, and the evolution of business practices, in particular the marketing function, to meet the needs of the new, dynamic e-nviroment

1. The Internet was originally designed by the U.S. military and adopted next by research institutes and universities around the world.
true
false

2 Be familiar with the demographic composition of the global population of Internet users and the characteristics that define e-consumers

2. Today's typical Internet surfer is young, male, and lives on the west coast.
true
false

3 Appreciate the need for timely, accurate information in the new economy and the methodologies available to collect market research information

3. Never before has gathering data (secondary research) on alternatives, competitors, and consumers been so complicated.
true
false

4. Spamming is illegal in Canada.
true
false

4 Understand the impact of Internet technology on the marketing planning process

5. Communication innovations on the Internet have led to strict standardization of products, because it is now easier than ever to compare prices.
true
false

MULTIPLE-CHOICE QUESTIONS
Select the response that best answers the question, and write the corresponding letter in the space provided.

1 Have a basic understanding of the origins of the Internet, the birth of e-commerce/e-business, and the evolution of business practices, in particular the marketing function, to meet the needs of the new, dynamic e-nviroment

6. The network of computers that originally was designed by the U.S. military to provide uninterruptable communication is:

a. a World Wide Web
b. the American homepage
c. Netscape
d. the Internet
e. Microsoft Netting

2 Be familiar with the demographic composition of the global population of Internet users and the characteristics that define e-consumers

7. The Internet is strongly international, with a presence in about 240 countries. Most Internet users are from:
a. Europe
b. South America
c. Asia
d. North America
e. Africa

8. The best all-around source of secondary information is most likely:
a. phone surveys
b. mail surveys
c. independent research companies
d. personal interviews
e. Internet

3 Appreciate the need for timely, accurate information in the new economy and the methodologies available to collect market research information

9. Phil has collected e-mail addresses from an OverEaters Anonymous discussion Web page and has just sent an unsolicited ad for his new weight-loss candies to all these addresses. Phil is ____________ this group with e-mail.
a. surfing
b. firewalling
c. spamming
d. baking cookies for
e. mass customizing

10. Trish has just started her own business selling custom-designed Victorian hatpin holders. She would like to market her products via the Internet and knows that:
a. spamming will build her business the most effectively
b. launching a Web site is always prohibitively expensive
c. she should sponsor a discussion group of grapefruit juice drinkers, because many people in Florida collect hat pins
d. it will be many years before hatpin owners get online
e. it is no longer necessary to be an experienced programmer to launch a Web site

4 Understand the impact of Internet technology on the marketing planning process

11. One should publicize a Web site using all the following methods EXCEPT:
a. keeping the Web site's content exactly the same over time
b. registering with online search engines
c. advertising though offline subscription services
d. including the Web address in print advertisements and stationery
e. paying consumers to view the site

12. Electronic surveys provide all the following benefits to marketing researchers EXCEPT:
a. the demographics of Internet users is a true picture of average consumers' characteristics
b. a computer-based survey helps with completion of all items and prevents missing data from compromising data analysis
c. marketers can selectively invite individuals to fill in the requested data without leaving their home or office
d. coding errors are eliminated because data does not have to be re-keyed
e. online surveys are less expensive than other forms of research