Deck 4: Marketing on the Web

Question 1

Branded products are more difficult to advertise and promote.

Answer 1

False

Question 2

The cost of acquiring a new customer is less than the cost of retaining one.

Answer 2

False

Question 3

The Web expands the types of communication channels available.

Answer 3

True

Question 4

Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth.

Question 5

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

Question 6

A key element in any e-mail marketing strategy is to obtain customers' approvals before sending them any e-mail that includes a marketing or promotional message.

Question 7

The reason that one-to-one marketing and usage-based segmentation are so valuable is that they help to strengthen companies' relationships with their customers.

Question 8

Using the Web to communicate with potential customers offers many of the advantages of personal contact selling but none of the cost savings of mass media.

Question 9

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

Question 10

Media selection can be critical for an online firm because it does not have a physical presence.

Question 11

One goal of marketing is to create strong relationships between a company and its customers.

Question 12

"Clickwords" is a term for words used to prompt a visitor to stay and investigate the products or services offered on a site.

Question 13

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

Question 14

Mass media offers the highest level of trust.

Question 15

Rational branding relies on a broad emotional appeal.

Question 16

The benefits of acquiring new visitors are the same for Web businesses with different revenue models.

Question 17

When creating a marketing strategy, managers must consider both the nature of their products and the nature of their potential customers.

Question 18

In the four Ps of marketing, the issue of place is the need to have products or services available in many different locations.

Question 19

In a virtual world, companies can convey a large part of their message by the way they construct buildings and design their floor space.

Question 20

A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic without a hyperlink to the advertiser.

Question 21

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

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

Question 22

Obtaining identifiable names to use on the Web can be an important part of establishing a Web presence.

Question 23

Online advertising should always be coordinated with existing advertising efforts.For example, print ads should include the company's ____.

A)URL
B)history
C)shipping address
D)business model

Question 24

The first time that a particular visitor loads a Web site page is called a ____.

A)trial visit
B)fresh visit
C)repeat visit
D)page visit

Question 25

The marketing strategy that includes the practice of sending e-mail messages to people who have requested information on a particular topic or product is part of ____ marketing.

A)active
B)conversion
C)permission
D)passive

Question 26

Some Web pages have banner ads that continue to load and reload as long as the page is open in the visitor's Web browser.Each time the banner ad loads is a(n)____.

A)view
B)count
C)impression
D)click

Question 27

Customers who return to the site one or more times after making their first purchases are called ____.

A)sponsors
B)retained customers
C)shoppers
D)crawlers

Question 28

A ____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.

A)trigger word
B)shopping cart
C)marketspace
D)padlock

Question 29

One group of active Internet users, ____, are intensive users of chat rooms, instant messaging services, electronic greeting card sites, and Web-based e-mail.

A)routiners
B)surfers
C)sportsters
D)connectors

Question 30

Companies that have a well-established brand name or reputation in a particular line of business usually want the URLs for their Web sites to reflect that name or reputation.

Question 31

____ uses product categories as a very strong organizing theme in the design of their Web sites.

A)Staples
B)AltaVista
C)MasterCard
D)WeddingChannel.com

Question 32

Web site designers can specify additional key words in the pages that are hidden from the view of Web site visitors, but are visible to spiders.

Question 33

The Web is a(n)____ step between mass media and personal contact.

A)first
B)intermediate
C)virtual
D)mandatory

Question 34

A ____ coordinates ad sharing so that other sites run one company's ad while that company's site runs other exchange members' ads.

A)banner exchange network
B)banner discount network
C)banner replacement network
D)banner link network

Question 35

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

A)Interstitial
B)Active
C)Pop-up
D)Passive

Question 36

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

A)page load
B)visit
C)page access
D)index

Question 37

The weighting of the factors that search engines use to decide which URLs appear first on searches for a particular search term is called search engine directory.

Question 38

The four Ps of marketing include ____.

A)product, principle, place, and price
B)product, principle, promotion, and price
C)product, price, promotion, and place
D)principle, place, price, and promotion

Question 39

Online and offline customer contact points are often called ____.

A)page views
B)touchpoints
C)trigger words
D)spiders

Question 40

The fees charged for domain name hosting are much higher than those for hosting an active Web site.

Question 41

Identifying specific portions of a market and targeting them with specific advertising messages is called market ____________________.

Question 42

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

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

Question 43

The total of all financial costs that the customer pays (including all transaction costs)to obtain the product, subtracted from the benefits that a customer derives from the product, yields the customer ____________________.

Question 44

One of the key elements of a brand is ____.

A)marketspace
B)style
C)perceived value
D)micromarketing

Question 45

In the ____________________ stage of customer loyalty, potential customers learn more about the company or its products.

Question 46

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

Question 47

Companies have traditionally used ____ appeals in their advertising and promotion efforts to establish and maintain brands.

A)permitted
B)perceived
C)rational
D)emotional

Question 48

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

Question 49

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

Question 50

____ is the degree to which the product offers utility to a potential customer.

A)Differentiation
B)Relevance
C)Perceived value
D)Brand

Question 51

Researchers Jeffrey Rayport and John Sviolka distinguish between commerce in the physical world, and commerce in the information world, which they term the ____.

A)marketspace
B)marketplace
C)marketstore
D)marketmall

Question 52

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

A)Product differentiation
B)Perceived value
C)Relevance
D)Permission marketing

Question 53

The information that a Web site can gather about its visitors is called a(n)____.

A)clickstream
B)ad view
C)marketing mix
D)occasion segmentation

Question 54

A(n)____ saves the expense of handling inventory, advertising and promoting the product, and processing the transaction.

A)affiliate
B)partner
C)sponsor
D)Web site

Question 55

Of the six behavior-based categories of Internet users, ____________________ return to the same sites over and over again.

Question 56

In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n)____ company.

A)advertising
B)marketing
C)not-for-profit
D)sponsoring

Question 57

Technology-enabled relationship management is often called ____.

A)relationship management
B)customer relationship management
C)automated relationship management
D)domain name management

Question 58

Of the six behavior-based categories of Internet users, ____________________ are in search of a good deal.

Question 59

When based on things that happen at a specific time, behavioral segmentation is sometimes called ____________________ segmentation.

Question 60

Customers who have completed several transactions and are aware of the company's policies regarding returns, credits, and pricing flexibility are in the ____________________ stage of their relationship with the company.

Question 61

A study conducted by McKinsey & Company examined the online behavior of 50,000 active Internet users and identified six different groups.Provide a brief description of the following categories: Simplifiers, Surfers, Connectors, and Sportsters.

Question 62

Brands can lose their value if the environment in which they have been successful changes.Show how this is possible by giving an example.

Question 63

Users who object to pop-up ads have responded by using ____________________ software.

Question 64

When does technology-enabled relationship management occur?

Question 65

Conversion cost includes ____________________ cost.

Question 66

Key words in an HTML document, which are visible to spiders, are enclosed in HTML tags called ____________________ tags.

Question 67

The ____________________ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective Internet advertising.

Question 68

Commerce in the physical world is called marketplace, while commerce in the information world is called ____________________.

Question 69

The pricing metric in which payment is calculated on each thousand persons in the estimated audience is called ____________________.

Question 70

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

Question 71

In a customer relationship management (CRM)system, the multiple sources of information about customers, their preferences, and their behavior is entered into a large database called a(n)____________________.

Question 72

A(n)____________________ broker is a company that serves as a clearinghouse or marketplace for sites that run affiliate programs and sites that want to become affiliates.

Question 73

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

Question 74

A(n)____________________ ad is an ad that appears in its own window when the user opens or closes a Web page.

Question 75

When would you use a product-based marketing strategy?

Question 76

Using the five stages of customer loyalty to create groups of customers in each stage is called ____________________ segmentation.

Question 77

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

Question 78

Claritas built ____________________ to take advantage of people's tendency to live near other people with similar tastes and preferences.

Question 79

Identify and describe the three techniques used by companies to arrange for other Web sites to display their banner ads.

Question 80

When measuring banner ad cost and effectiveness, if a visitor loads a page that contains an ad, the page load is called a(n)____________________.