online

MKT 3210 Summer II 2021

Online Product Reviews: Answer Form

Student Name:

Grading Criteria

1) This assignment requires formal business writing. Your writing tone should be formal.

2) All sentences must be complete. Bullet points are not acceptable.

3) Use proper grammar.

4) You must use your own words in your answers. Do not copy and paste sentences from the assigned articles.

5) The majority of your grade will be based on correctness and quality. Regarding quality, an answer with fewer than four (4) lines on computer viewing (not on smartphone viewing) will be considered as a poor-quality answer.

Q1) Why do retailers care more than ever about online product reviews?

Q2) (a) Why are negative reviews important for retailers? (b) What should retailers do with negative reviews that are fair? What should they do if negative reviews are unfair?

(a) (b)

Q3) (a) How are incentivized reviews and fake reviews different? (b) What are the policies at Amazon and Facebook on these types of reviews?

(a) (b)

Q4) Based on the first assigned article, what is the most influential average rating range on a 5-point scale in terms of purchase likelihood? Why do you think that is the case?

Q5) The last assigned article describes seven cases regarding how consumers use online reviews. Which two (2) cases are the most relevant to you or make the most sense to you? Provide your rationale for each case.

(a) Case 1: (b) Case 2: