MKT Chapter 14

Which of the following are among the seven design elements for website design?

- Communication - Community - Connection

What does the individuality capability of the Internet mean?

Firms must treat their customers as individuals and empower them

The capability that allows firms to listen to their customers, answer their requests, and build relationships is called?

Interactivity

What are the primary capabilities of the internet that provides building blocks for buyer-seller relationships?

Interactivity and Individuality

What are the two capabilities of the Internet that promote and sustain customer relationships?

Interactivity and individuality

__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.

Legacy

Interactivity refers to the capability on the Internet that allows firms to establish what?

Listening and responding to the customers

In contrast w/ the traditional marketplace is the ____, which utilizes as Internet-enabled digital environment to provide the forum for marketing exchanges

Marketspace

The Internet allows consumers to access on-demand information about products. This is an example of which kind of marketing utility?

Place and time

Which of the following companies would be considered a legacy company in marketspace?

Walmart

An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that

access is available anywhere and at anytime.

The marketspace is

an Internet-enabled digital environment characterized by face-to-screen exchanges.

An interactive, Internet-based system that allows individual customers to design their own products and services is called a

choiceboard.

In creating an online ___________, companies attempt to manage all of the interactions with the customer, from the initial view of the home page through purchase.

customer experience

When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet

individuality

The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called

interactive marketing.

If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.

personalization