Questions and Answers of Marketing Research 13th

10. The Price of an iPhone App Story. If you created a cool new app, which pricing model would you use and why? Consider all the important pricing variables in this chapter when answering.
9. What factors extend price dispersion in the online market?
8. Give two examples of offline e-money payment systems.
1. Define dynamic pricing and its types.
14. What discontinuous innovations have you seen since this book was written? What’s next in your opinion?
13. How would you use social media to build the brand of your university?
11. Under what circumstances would it make sense to take an existing brand name online? When would it not make sense?
10. Define the term customer value. What are the components that define value in an online business?
7. Why do e-marketers need to forecast revenue, expenses, ROI, and break even for new products under consideration?
5. List some examples of co-branding on the internet.
4. What is a sweet spot? Explain with examples.
3. What are the three roles for social media in branding?
27. Amazon.com is a site trusted by millions of customers.Visit the site and identify what makes the site trustworthy.
25. Visit iVillage and write a profile of a typical female user based on the site content.
22. How might an online company react if a rival embarks on competitor positioning in an unflattering way?
21. Which mobile or stationary market segment fits you the best? What kinds of products would succeed in this segment?
20. Why would an e-marketer choose to use competitor positioning? Integrator positioning?
19. How can marketers use the data about smartphone use to build profitable target market segments?
18. How can a company identify influentials that might affect its product sales or branding efforts?
13. Underdeveloped countries tend to have sharper class divisions than those that exist in the United States. It is not uncommon for 2 percent of the population to control 80 percent of the wealth.
12. The 1-800-Flowers Story. What is this company’s competitive advantage, and thus its differentiation and positioning bases?
11. The 1-800-Flowers Story. Identify the types of consumer segments used by this company to build revenue. What other segments might be profitable?
10. Define the terms market segmentation, targeting, and positioning.
8. List some of the influencers in today’s market scenario.
5. Describe the traits of the millennial market segment.
27. Do you “like” any businesses or brands on Facebook? Why or why not?
26. What are some of the ways marketers can engage customers in content?
25. Why do you think that consumers trust each other more than they trust companies? What can marketers do about this?
24. What are the reasons for the growth in social networking online?
23. How might e-marketers capitalize on consumer interest in relationships as an internet strategy?
22. What might e-marketers do to accommodate consumers who are experiential shoppers?
21. Can an attention economy exist in countries where internet penetration is low? Explain your answer.
19. Why would a consumer go to the library instead of using the internet for research?
18. Do you use music for which you did not pay? How do you justify this in terms of the losses mentioned in the chapter?
17. How has cloud computing and streaming media changed the content consumption landscape?
14. The Customer’s Story. Which of the five exchange outcome categories is Justin using? Give specific examples.
13. The Customer’s Story. Relate Dr. Marsden’s six consumer behavior theories to Justin’s behavior in this hypothetical situation.
12. In what ways do consumers create content for the Web?
11. What are the five main categories of outcomes sought by internet users?
10. How can e-marketers facilitate internet exchange?
8. What are twinsumers and how can marketers use this concept?
6. What does customer engagement mean?
5. What are Web 2.0 technologies?
3. What is an exchange?
1. Name several consumer behavior theories that apply both online and offline.
33. Visit allfacebook.com and report on the top pages.What statistics does this site provide and how can it help marketers?
27. How would you monitor a brand image in the social media?
26. What are the pros and cons of cloud computing?
23. What are the current limitations for undertaking market research on the general population on the internet? How might these be overcome now and in the future?
22. Can you think of a marketing research technique that could not be supported online? Explain your answer.
21. Of the ethical issues mentioned in the chapter, which are you most concerned about as a consumer?Why?
20. What combination of techniques would you recommend for conducting competitive intelligence?
19. What online research method(s) would you use to test the brand image of an existing product? Why?
18. What online research method(s) would you use to test a new-product concept? Why?
17. Purina story: classify each of the research methods used by Purina, using concepts from the chapter.
16. Purina story: Review Exhibits 6.2 and 6.14.What conclusions can you make about Purina’s customers and brand based on these and the opening story?
15. Identify the steps in a primary marketing research project.
14. Give an example of how data mining uncovers new knowledge.
13. What is cloud computing and how does it help marketers?
12. Is data mining possible without a data warehouse?Why or why not?
11. What is real-space data collection? Why is it important?
10. What are the three criteria that RFM analysis scans a database for? Explain with an example.
8. What is A/B testing and why is this important?
3. How did e-marketing change the MIS landscape?
20. Visit google.com/doubleclick/. Do you find any of its services ethically objectionable? Why or why not?
19. Which court should have jurisdiction over the internet? Why?
18. The CEO of Amazon.com publicly questioned the advisability of granting patents for business processes such as his company’s 1-Click ordering process. Do such patents put a chilling effect on
17. Framing takes place regularly over the internet.To see an example of framing, look up information at AskJeeves (ask.com). Should framing be allowed? Support your claim.
16. Deep linking takes place regularly over the internet.Anytime a Web page links to another site and bypasses the homepage of that site, deep linking occurs. Should this practice be allowed? Explain
14. Is it better to regulate industry via laws or let industry self-regulate? Support your claim.
11. What are the EU safe harbor provisions and why are they important for U.S. companies doing business in Europe?
10. What is the doctrine of fair use and how should it be applied online?
8. What are the NET Act and the DMCA?
7. What does it mean to clickwrap a license?
5. How does copyright differ from patent and trademark law?
4. Evaluate the current trend and direction in copyright law.
2. What are some of the threats to internet user privacy?
16. How serious is the online threat from Chinese companies? Are Chinese companies more likely to succeed globally in some product or service categories than others? Explain your answer.
14. What are the advantages and disadvantages of e-marketers creating fast-loading, low-graphics versions of their Web sites to accommodate slower connection speeds in emerging economies?
11. American Idol Story. Do you think that this brand needs to be consistent worldwide to maintain a desired brand image? Explain.
10. American Idol Story. What differences do you see between the U.S. version of American Idol and the version in other countries? Use material from this chapter to explain the reason for those
4. What are born global firms? Explain with an example.
3. What is a tipping point? Explain with examples.
1. Differentiate between developed and emerging economies.
13. Consider a local business with which you are familiar and sketch a bare-bones e-marketing plan for it.
9. Twitter story: What other business models would you recommend to Twitter for generating profit, in addition to selling advertising (refer to the models in Chapter 2)?
6. With an example, explain the relationship between positioning and brand differentiation.
1. What is SWOT? Explain with respect to Amazon.com.
23. Do you agree or disagree that the page view metric is nearly useless in the Web 2.0 environment?
22. Should e-businesses strive to build community with noncustomers as well as customers? Why or why not?
21. The Balanced Scorecard helps e-businesses examine results from four perspectives. Would you recommend that e-businesses also look at results from a societal perspective? Explain your response.
16. List two important social media innovation metrics.
15. List four important social media action metrics.
14. List four important social media engagement metrics.
13. List three important social media brand health metrics.
12. List six important social media awareness/exposure metrics.
11. In today’s scenario, should an e-business operate in line with the marketing concept? Why?
10. What are the four ways of collecting Web analytics?
9. What is an internet pure play and what are some examples?
8. What is a freemium?

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