Exam 4: Marketing on the Web

Technology-enabled relationship management is often called _____.

A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.

The standard banner sizes that most Web sites have voluntarily agreed to use are called _____ ad formats.

Branded products are difficult to advertise and promote.

Spam wastes time and storage space on servers and individuals' computers, and it consumes bandwidth on the Internet.

The highly customized approach to offering products and services that match the needs of a particular customer is called _____.

_____ generate graphical activity that "floats" over the Web page itself instead of opening in a separate window.

Customers' perceptions of a product are called the product's _____.

On the Web, retailers can provide separate virtual spaces for different market segments.

Hidden keywords that are visible to spiders are enclosed in an HTML tag set called _____.

In the context of life-cycle segmentation, Claritas built _____ which identifies the demographic characteristics of people by neighborhood.

Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____.

A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic that includes a link to the advertiser's Web site.

Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.

The _____ rate of an advertising method is the percentage of recipients who respond to an ad or promotion.

According to researchers Young & Rubicam, one of the key elements of a brand is _____.

_____ is the first condition that must be met to create a product or service brand.

A(n) _____ occurs when a visitor requests a page from a Web site.

_____ prevents banner ads and pop-up ads from loading.

Each page loaded by a visitor to a Web site counts as a(n) _____.