Question 1

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

Accepted Answer

A)  trigger 
B)  click-through 
C)  retention 
D)  conversion 
A)  trigger 
B)  click-through 
C)  retention 
D)  conversion D

Question 2

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

Accepted Answer

meta tags

Question 3

When does technology-enabled relationship management occur?

Accepted Answer

Technology-enabled relationship management is important when promoting and selling on the Web. Technology-enabled relationship management occurs when a firm obtains detailed information about a customer's behavior, preferences, needs, and buying patterns and uses that information to set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relationship with that customer.

Question 4

In general, the creation of a separate experience for customers based on their behavior is called _____.

Accepted Answer

behavioral

Question 5

The ____________ of customer acquisition is used as a conceptual tool to understand the overall nature of a marketing strategy and provide a clear structure for evaluating specific strategy elements.

Accepted Answer

The answer of The ____________ of customer acquisition is used...

Question 6

Identify the five stages of customer loyalty.

Accepted Answer

stage of customer loyalty. They know tha

Question 7

A(n) _____ is a Web site that helps people find things on the Web.

Accepted Answer

search eng

Question 8

The promotion element of the marketing mix includes any means of spreading the word about the product.

Accepted Answer

A) True 
 B)False

Question 9

A ____________ is a group who share a common characteristic.

Accepted Answer

The answer of A ____________ is a group who share...

Question 10

The first time that a particular visitor loads a Web site page is called a(n) _____.

Accepted Answer

A)  trial visit 
B)  ad view 
C)  repeat visit 
D)  page view 
A)  trial visit 
B)  ad view 
C)  repeat visit 
D)  page view

Question 11

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

Accepted Answer

Ad-blockin

Question 12

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

Accepted Answer

A)  brand 
B)  attributes 
C)  marketing mix 
D)  Web logs 
A)  brand 
B)  attributes 
C)  marketing mix 
D)  Web logs

Question 13

Rational branding relies on a broad emotional appeal.

Accepted Answer

A) True 
 B)False

Question 14

Viral marketing strategies have always been developed with the assumption that the company would communicate with potential customers directly.

Accepted Answer

A) True 
 B)False

Question 15

The _____ provides a communication mode that is an intermediate step between mass media and personal contact.

Accepted Answer

A)  telephone 
B)  Web 
C)  newspaper network 
D)  television network 
A)  telephone 
B)  Web 
C)  newspaper network 
D)  television network

Question 16

Describe the use of trigger words in attracting visitors to a Web site.

Accepted Answer

Some visitors to a company’s Web site ar

Question 17

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

Accepted Answer

interactive marketin

Question 18

Identify the three elements of branding.

Accepted Answer

The first element of branding is product

Question 19

When would a product-based marketing strategy be used?

Accepted Answer

Managers at many companies think of thei

Question 20

According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer.

Accepted Answer

A)  marketing strategy 
B)  brand 
C)  banner ad 
D)  product 
A)  marketing strategy 
B)  brand 
C)  banner ad 
D)  product

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

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

When does technology-enabled relationship management occur?

In general, the creation of a separate experience for customers based on their behavior is called _____.

The ____________ of customer acquisition is used as a conceptual tool to understand the overall nature of a marketing strategy and provide a clear structure for evaluating specific strategy elements.

Identify the five stages of customer loyalty.

A(n) _____ is a Web site that helps people find things on the Web.

The promotion element of the marketing mix includes any means of spreading the word about the product.

A ____________ is a group who share a common characteristic.

The first time that a particular visitor loads a Web site page is called a(n) _____.

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

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

Rational branding relies on a broad emotional appeal.

Viral marketing strategies have always been developed with the assumption that the company would communicate with potential customers directly.

The _____ provides a communication mode that is an intermediate step between mass media and personal contact.

Describe the use of trigger words in attracting visitors to a Web site.

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

Identify the three elements of branding.

When would a product-based marketing strategy be used?

According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer.

Introduction to Electronic Commerce

Technology Infrastructure: the Internet and the World Wide Web

Selling on the Web

Business-To-Business Activities: Improving Efficiency and Reducing Costs

Social Networking, Mobile Commerce, and Online Auctions

The Environment of Electronic Commerce: Legal, Ethical, and Tax Issues

Web Server Hardware and Software

Electronic Commerce Software

Electronic Commerce Security

Payment Systems for Electronic Commerce

Managing Electronic Commerce Implementations

Filters

Exam 4: Marketing on the Web

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

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

When does technology-enabled relationship management occur?

In general, the creation of a separate experience for customers based on their behavior is called _____.

The ____________ of customer acquisition is used as a conceptual tool to understand the overall nature of a marketing strategy and provide a clear structure for evaluating specific strategy elements.

Identify the five stages of customer loyalty.

A(n) _____ is a Web site that helps people find things on the Web.

The promotion element of the marketing mix includes any means of spreading the word about the product.

A ____________ is a group who share a common characteristic.

The first time that a particular visitor loads a Web site page is called a(n) _____.

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

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

Rational branding relies on a broad emotional appeal.

Viral marketing strategies have always been developed with the assumption that the company would communicate with potential customers directly.

The _____ provides a communication mode that is an intermediate step between mass media and personal contact.

Describe the use of trigger words in attracting visitors to a Web site.

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

Identify the three elements of branding.

When would a product-based marketing strategy be used?

According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer.

Introduction to Electronic Commerce

Technology Infrastructure: the Internet and the World Wide Web

Selling on the Web

Business-To-Business Activities: Improving Efficiency and Reducing Costs

Social Networking, Mobile Commerce, and Online Auctions

The Environment of Electronic Commerce: Legal, Ethical, and Tax Issues

Web Server Hardware and Software

Electronic Commerce Software

Electronic Commerce Security

Payment Systems for Electronic Commerce

Managing Electronic Commerce Implementations

Filters