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What is meant by the term evoked set? The evoked set is the number of alternatives a consumer actually considers in making a purchase decision.
What is routinized response behavior? Routinized response behavior is the repeated purchase of the same brand or limited group of products.
What are core values? Describe what you think are three core values of American society. Do you consider these your core values as well?
Why is the concept of acculturation important to marketers who want to target such groups as Hispanic, Asian, or African American consumers?
What are the two factors that interact to create a person’s perception of an object? How is this important for marketers?
Describe how firms can alleviate some of the privacy concerns of online shoppers.
Working with a small group, assume your group designs e-business Web sites. Identify a local company that operates with little or no online presence.
Assume you work for a U.S. company that markets its products throughout the world. Its current online presence outside the United States is limited.
One factor that appears to impede growth in online sales is consumers’ fear of receiving unsolicited e-mail after a purchase is made.
Explain how a Web presence can improve the performance of traditional brick-and-mortar operations.
Describe the issues that go into developing a successful Web site. How does the purpose of the Web site affect its implementation and cost?
Research the characteristics of Web users and online shoppers. What features would you want to incorporate into your Web site?
Working with a partner, identify and visit ten different e-business Web sites. These can be either B2C or B2B sites.
Some marketers argue that search marketing is a more effective means of using the Web to advertise than traditional pop-up or banner ads.
Visa offers a service called Verified by Visa. The purpose is to reduce Internet-related fraud (MasterCard and American Express have similar services).
One of the lingering impediments to e-business revolves around privacy concerns. Virtually all Web sites collect user data.
Marketing uses of social networking. Choose two online retailers and two manufacturers. Go to each Web site.
Do you think personalization, customization, or behavioral targeting can help Web sites like the eStore to succeed?
When professional skier Bryce Phillips began selling closeout ski equipment out of his garage in 2001, he was hoping to make a little extra money.
Consumers can purchase products on shopping sites, while informational sites provide product information along with links to sellers.
Briefly explain how e-procurement works. E-procurement systems are Web-based systems that enable all types of organizations.
Why would companies not sell products on their Web sites? Their products might not lend themselves to online sales.
What are the major benefits of e-marketing? The major benefits of e-business include the elimination of geographical boundaries.
What is B2B e-marketing? How large is it relative to consumer e-marketing? B2B e-marketing is the use of the Internet for business.
How could a coffee manufacturer or retailer integrate fair trade products into its social responsibility efforts.