Exam 12: Capturing and Keeping an Audience

A "____" program is an incentive to the retail salesperson for products sold.

Keeping a customer coming back to a site may be significantly more expensive than the cost of new customer acquisition.

Younger consumers are likely to require more site visits than older consumers in order to perform more in-depth research.

Contests can be a strong tool for bringing new users to a site, luring them in with the possibility of winning cash or prizes.

Items on a wish list must be purchased by the individual that compiles the list.

Providing coupons or limited-time sale announcements to lure consumers back is generally not effective.

Marketers need to make sure that the retention techniques they put in place speak directly to their core ____ to ensure that the most possible people within their target market come back regularly.

Offering a points-based loyalty program is generally enough to encourage a user to return.

According to a report by DoubleClick, ____% of all frequent online shoppers belong to two or more points-based loyalty programs.

Marketing to existing customers is always the same as the more general marketing done to drive new audiences to a Web site.

According to a 2008 report by the Chief Marketing Officer (CMO) Counsel, nearly a third of all companies have a churn rate over ____%.

____ is the number of visits a user makes to a site before he or she makes a purchase.

____ are usually single questions, asked in multiple-choice style.

Survey results are aggregated offline for the benefit of the marketer and are usually posted online.

Repeat site visits will help to build consumer confidence and trust and will ultimately lead to increased sales.

Gift cards from select retailers are popular with loyalty programs as they can be used to purchase anything at a given specialty retailer.

The tools and policies encouraging return visits that rank the highest among shoppers is/are ____.

The features that contribute to saving the customer time and money and improving the overall shopping experience rank highest among shoppers in terms of heightening site loyalty.

According to many studies, the cost of acquiring new customers can be six to eight times the cost of keeping an existing customer.

While features affecting the site's functionality are integral to building loyalty, internal tools and policies can also contribute to high customer loyalty.