Chapter 6

1.    Other than search engines, what are some of the most popular uses of the Internet?

- Send or read e-mail, Get News, Check the Weather etc.

2.    Would you say that the Internet fosters or impedes social activity? Explain your position.

- I believe that the Interent fosters social activity. For example, many friends from high school I remain in contact with via interent, facebook to be more exact.

3.    Why would the amount of experience someone has using the Internet likely increase future Internet usage?

- With more experience becomes more adaptation and dependability, so this would likely cause the person to rely more no the internet.

4.    Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research?Name four improvements Web merchants could make to encourage more browsers to become buyers.

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5.    Name the five stages in the buyer decision process, and briefly describe the online and offline marketing activities used to influence each.

6.    What are the components of the core product, actual product, and augmented product in a feature set?

7.    Name some of the drawbacks to the four data mining techniques used in Internet marketing.

8.    Which of the four market entry strategies is most lucrative?

9.    Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micromarketing, and one-to-one marketing.

10.  What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales on a Web site?

11.  Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?