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CHAPTER NINE
PRODUCT: THE ONLINE OFFER
Multiple Choice
1. The term “product” may include such items as the following except ________.
a. goods
b. places
c. people
d. times
2. Which of the following is not an attribute of value?
a. Value is the entire product experience.
b. Value is defined wholly by the producer.
c. Value is defined wholly by the mental belief and attitudes held by customers.
d. Value involves customer expectations.
3. Which of the following is not a desired benefit unique to the Internet?
a. effective Web navigation
b. secure transactions
c. high product quality
d. free information or services
4. Both ________ and ________ are forms of customization available online.
a. benefit bundling; user personalization
b. personalization; service-marking
c. personalization; bidding
d. bidding; trade-marking
5. Why might successful brick-and-mortar firms want to use different brand names online
and offline?
a. to avoid harming the brand’s name by associating it with a risky product or channel
b. to avoid inadvertently repositioning the offline brand due to a success on the Internet
c. to position differently the online and offline brands
d. all of the above
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6. All of the following are attributes of a good brand name except ________.
a. the name should suggest something about the product
b. the name should differentiate the product from competitors
c. the name should be memorable and translate well into other languages
d. the name should be long and spelled in a unique way
7. A domain name, or URL, is likely to be made up of ________.
a. hypertext protocol
b. a second-level domain
c. a top-level domain
d. all of the above
8. ________ is a critical component in the value proposition.
a. Customer retention
b. Customer support
c. Employee loyalty
9. When Chris Anderson wrote his book, The Long Tail, he posted draft copies on his blog
and engaged readers, who then posted comments about the book. This was an example of:
a. Customer codesign
b. crowdsourcing
c. idea streaming
d. both a and b
10. ________ is a reflection of the power shift to buyers from sellers.
a. Discontinuous innovation
b. Customer co-design
c. Internet labeling
d. Uniform resource locations
11. All of the following are ways in which marketers can integrate hot product ideas for the
internet into current product mixes except ________.
a. Introducing discontinuous innovations
b. subtracting from existing product lines
c. adding new-product lines
d. repositioning products
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12. Many companies (producers) benefit from the ideas of their consumers received via all the
following except ________.
a. blogs
b. product reviews
c. online monitoring services
d. all of the above
13. All of the following are known software “viruses” except ________.
a. boot viruses
b. micro viruses
c. worms
d. Trojan horses
14. Software viruses that do not replicate, but can damage the computer by opening doors for
hackers to enter the computer are known as a ________.
a. worm
b. Trojan horse
c. boot virus
d. none of the above
15. Marketers deal with five product decisions that comprise its bundle of benefits for
meeting customer needs. Which of the following is among these?
a. price
b. support services
c. quality
d. location
16. According to the text, the most important customer benefit that the internet can provide
is the capability for ________.
a. price transparency
b. mass customization
c. convenience
d. product assortment
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17. A trademark can be ________.
a. a computer program
b. patented
c. a symbol or design
d. copied by other companies or organizations
18. Brands are promises to customers. Delivering on this promise ________.
a. builds trust
b. reduces customer stress of making product switching decisions
c. lowers risk
d. all of the above
19. In terms of branding the dot-com crash showed ________.
a. that traditional brand equity did not carry over to the internet
b. that the strength of brick and mortar brands carried over to the internet
c. that technology was more important than brand equity
d. all of the above
20. Good names for a new internet brand should do all of the following except ________.
a. differentiate the product from competitors
b. translate well into other languages
c. be similar to other brand names
d. be suitable for legal protection
True/False
21. An idea can be marketed as a product.
a. True
b. False
22. Trusted brand names, such as Microsoft and Apple, generate customer trust and add to
customer-perceived benefits. Therefore, they can command higher prices from
customers.
a. True
b. False
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23. Customers and prospects develop a brand image only through one-way brand contact.
a. True
24. When purchasing a domain name in the United States companies must try to find and
reserve an available second-level domain name, which itself must be followed by a “.com.”
a. True
b. False
25. The power shift to buyers, combined with the internet’s global reach, allows for
unprecedented business and consumer collaboration.
a. True
26. The internet is a great information equalizer, which means less competition, less product
imitation, and somewhat longer product life cycles.
a. True
b. False
27. Return on Investment (ROI) and break-even are important metrics for selling new-
product ideas internally and measuring their success in the market.
a. True
b. False
28. Toymaker LEGO allows consumers to create and upload their own virtual designs, which
can be custom-priced for those who want to order pieces and build the designs at home.
a. True
b. False
29. Disruptive innovations are new products that failed to perform well in the marketplace.
a. True
b. False
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30. According to the text, product benefits are key components in the value proposition.
a. True
b. False
31. Customer value can be described as attribute costs minus benefits.
a. True
b. False
32. Brand equity refers to the intangible value of a brand.
a. True
b. False
33. The lowest level of brand relationship intensity is advocacy.
a. True
b. False
34. The highest level of brand relationship intensity is community.
a. True
b. False
Essay Questions
35. In what ways do customers develop brand images?
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36. What reasons are there for existing brick-and-mortar firms to choose a different name for
their online offerings than for their offline products? What reasons are there for using the
same name?
37. List and describe the three roles for social media in branding according to Forrester
Research, Inc.
38. How can marketers integrate hot product ideas into current product mixes? Your answer
should include at least four of the six strategies mentioned in the text.
39. The Internet is a great information equalizer. What does that mean for firms involved in
e-commerce?