McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Center | Instructor Center | Information Center | Home
Monthly Readings
Powerweb
Chapter Objectives
Chapter Outline
Chapter Overview
Multiple Choice Quiz
Internet Exercises
Crossword Puzzles
eLearning Sessions
Feedback
Help Center


Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Experience, Learning and Knowledge

Internet Exercises

  1. Visit Coca-Cola's site at www.coke.com. Then visit Pepsi's site at www.pepsi.com.

    In what ways are these manufactures' building brand loyalty on their web sites? Which one of these sites do you think does a better job building brand loyalty on the web? Do you think there is any difference due to each company's target market?

  2. Identify a company on the Internet that you believe has made a successful transference of its brand's awareness to their site by a successful application of classic conditioning. Explain your reasoning.
  3. Certain web sites have done a good job facilitating consumer interactivity. Locate a site on the web that you think allows you optimum interactivity. How does this interactivity change the way you shop? In what ways have marketers changed their advertising and selling strategies on the web from the ones they use off-line?




McGraw-Hill/Irwin




Copyright2002 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.