Individuality and Interactivity Are Important Capabilities That Marketers Derive from Internet

question 20

Multiple Choice

Individuality and interactivity are important capabilities that marketers derive from Internet technology. Both capabilities are important building blocks for buyer-seller relationships. For these relationships to develop, companies must treat customers as individuals and empower them to: (1) influence the timing and extent of the buyer-seller interaction and (2) __________, the information they receive, and in some cases, the prices they pay.

• A)demand product quality and timely service
• B)shop confidently without fear of identity theft
• C)speed up the click-through process
• D)have a say in the kind of products and services they buy
• E)comparison shop with the prices of competitors alongside those of the firm

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Definitions:

Staircase Analysis

An approach to incremental planning or problem-solving that envisions steps or stages, much like climbing a staircase, to reach a desired outcome.

Aided Recall

A measure of brand awareness where consumers recognize a brand when provided with some prompt, contrasting with unaided recall where no prompt is provided.

Unattractive

Lacking appeal or not enticing; often used in marketing to describe products or markets with low potential for sales.

Staircase Analysis

A methodological approach for breaking down a complex process or system into more manageable and understandable steps, similar to how one ascends a staircase one step at a time.