Deck 3: Selling on the Web

Question 1

Advertisers pay less to have their ad appear near a discussion of a technology related to their product or on a page that reviews the product.

Answer 1

False

Question 2

Although online banks let customers pay their bills electronically, most customers still receive their bills in the mail.

Answer 2

True

Question 3

Most successful advertising on the Web is targeted at specific groups.

Answer 3

True

Question 4

People spend less time at a sticky Web site and are thus, exposed to very little advertising.

Question 5

All electronic commerce initiatives have the goal of providing revenue.

Question 6

A disadvantage of the Web catalog revenue model is that the products sold in physical stores cannot be sold on the Web.

Question 7

Web companies with unprofitable growth phases for long durations retained their revenue models to grow successfully.

Question 8

An organization's Web presence is of lesser importance than its presence in the physical world.

Question 9

Companies that have existing sales outlets and distribution networks often worry that their Web sites will take away sales from those outlets and networks.

Question 10

Web catalog retailers typically refrain from having return policies on unused merchandise.

Question 11

There has been little consensus on how to measure and charge for site visitor views, even after almost 20 years of experience with the medium.

Question 12

Publishers do not experience sales losses as a result of online distribution.

Question 13

The Web provides a way for technical content developers to reach retail customers.

Question 14

In the fee-for-service model, the fee is based on the number or size of transactions the service providers process.

Question 15

The advertising-supported revenue model is the one used by broadcast network television in the United States.

Question 16

Many classified advertising sites generate substantial revenue, replacing newspapers' historical role as the primary carrier of classified ads.

Question 17

On Web sites that use the advertising-subscription revenue model, subscribers are typically subjected to much more advertising than they are on sites supported completely by advertising.

Question 18

A good Web site design can provide many image-creation and image-enhancing features very effectively-it can serve as a sales brochure, a product showroom, a financial report, an employment ad, and a customer contact point.

Question 19

Companies can adapt their catalog revenue model online by replacing or supplementing their print catalogs with information on their Web sites.

Question 20

Companies using a digital content revenue model sell rights to access the information they own.

Question 21

The New York Times and The Wall Street Journal use the _____ revenue model.

A) advertising-subscription mixed
B) advertising-supported
C) fee-for-service
D) multiple-marketing channel

Question 22

Companies change their revenue models to meet the needs of the new and changing Web users.

Question 23

_____ tend to have large up-front costs. Once those costs are incurred, additional units can be made at very low additional cost.

A) Appliances
B) Newspapers and magazines
C) Automobiles
D) Digital products

Question 24

An approach where free content is available up to a point at which fees begin, is called a _____.

A) bill presentment
B) paywall
C) disintermediation
D) personal shopper

Question 25

Many clothing Web sites offer virtual models on which customers can try clothes, such services are referred to as virtual _____.

A) fitting rooms
B) channels
C) hosts
D) memories

Question 26

_____ offers a variety of information services for lawyers and law enforcement officials, court cases, public records, and resources for law libraries.

A) ProQuest
B) LexisNexis
C) Dow Jones
D) EBSCO

Question 27

The defining characteristic of the mass media promotion process is that the seller is active and the buyer is passive.

Question 28

A revenue model where the seller establishes a brand image, and then uses the strength of that image to sell through printed information mailed to prospective buyers, who place orders by mail or telephone is called the _____ model.

A) digital content
B) Web catalog
C) catalog
D) mass media

Question 29

Companies using _____ revenue model charge a fee based on the value of the service provided on the Web.

A) Web catalog
B) fee-for-service
C) fee-for-transaction
D) mail order

Question 30

Identify the force preventing U.S. professionals from extending their practices on the Web.

A) The "Law on the Web" site
B) The laws of the state
C) The presence of a fee-for-service revenue model
D) The lack of online jurisdiction

Question 31

One problem that the Web presents for clothing retailers of all types is that _____.

A) customers are unwilling to buy clothing on-line
B) the color settings on computer monitors vary widely
C) the Web catalog revenue model is not flexible
D) online retail sales are not cost-effective

Question 32

The _____ is an intelligent agent program that learns the customer's preferences and makes suggestions.

A) personal shopper
B) digital directory
C) Web catalog
D) virtual index

Question 33

In the context of professional services using a fee-for-service revenue model, _____ was a pioneer in offering online therapy to patients in the United States.

A) CPA Directory
B) Cope Today
C) Dow Jones
D) Salon.com

Question 34

The Internet is not a mass medium, even though a large number of people now use it and many companies seem to view their Web sites as billboards or broadcasts.

Question 35

The introduction of a new intermediary, such as a fee-for-transaction Web site, into a value chain is called _____.

A) disinterment
B) reintermediation
C) reinterpretation
D) disintermediation

Question 36

Channel conflict is also referred to as _____.

A) Web conflict
B) account aggregation
C) cannibalization
D) knock down

Question 37

The _____ of a Web site is its ability to keep visitors at the site and attract repeat visitors.

A) image
B) presence
C) stickiness
D) usability

Question 38

When customers buy a product, they are also buying the service element included with that product.

Question 39

Online stock brokerage firms use a(n) _____ revenue model, which allows them to charge their customers a commission for each trade executed.

A) fee-for-service
B) fee-for-transaction
C) information sales
D) catalog

Question 40

Business-to-business sellers are passive adopters of the Web catalog model.

Question 41

The removal of an intermediary, such as a human agent, from a value chain is called _____.

Question 42

According to Jeff Bezos, founder of Amazon.com, the _____ refers to markets that are too small to justify a mass media campaign, yet too large to cover using personal contact.

A) hard middle
B) demographic market
C) niche
D) mass market

Question 43

_____, a business-focused publisher of newspapers such as The Wall Street Journal and Barron's , was one of the first publishers to create a Web site for selling subscriptions to digitized newspaper, magazine, and journal content.

Question 44

_____ are advertising efforts directed to a known recipient and include mail, telephone calls, and e-mail.

A) Social media
B) Personal contacts
C) Addressable media
D) Broadcast networks

Question 45

_____ is an important element of creating an effective Web presence.

A) Usability
B) Cannibalization
C) Inflexibility
D) Disintermediation

Question 46

In the _____ approach, firms prepare advertising and promotional materials about the firm and its products or services and broadcast them to potential customers.

A) mass media
B) Web
C) personal contact
D) word-of-mouth

Question 47

A key goal for the Web sites of many not-for-profit organizations is _____.

A) account aggregation
B) information dissemination
C) bill presentment
D) multiple marketing

Question 48

_____ is the testing and evaluation of a site by its owner to ensure ease of use for site visitors.

A) Prototyping
B) Archetyping
C) Usability testing
D) Grey-box testing

Question 49

Personal contact and mass media approaches are often called _____.

A) communication modes
B) market strategies
C) marketing segments
D) media destination modes

Question 50

Two pioneers of usability testing are _____ and Jakob Nielsen.

A) Hickory Farms
B) Ben Shneiderman
C) J.C. Penney
D) Aaron Montgomery

Question 51

Each different pathway to customers is called a(n) _____.

Question 52

A(n) _____ is a listing of hyperlinks to Web pages.

Question 53

In a(n) _____ revenue model, subscribers pay a fee, but also accept some level of advertising.

Question 54

In the context of accessibility, one of the best ways to accommodate a broad range of visitor needs is to build _____ into the Web site's interface.

A) flexibility
B) virtual models
C) conflict
D) presence

Question 55

A(n) _____ is a graphic image built from customer measurements on which the customer can try clothes.

Question 56

The set of characteristics that marketers use to group visitors is called _____.

Question 57

A(n) _____ is a site that people use as a launching point to enter the Web.

Question 58

A(n) _____ service provides an electronic version of an invoice with all of the details that would appear in the printed document.

A) information dissemination
B) prospecting
C) account aggregation
D) bill presentment

Question 59

A(n) _____ almost always includes a Web directory or search engine, but it also includes other features that help visitors find what they are looking for on the Web and thus make the Web more useful.

Question 60

Visitors to Web sites are often reluctant to provide demographic information because of _____.

Question 61

In the _____ model, a firm's employees individually search for, qualify, and contact potential customers.

Question 62

List the reasons why people visit Web sites.

Question 63

The process of providing customers access to a company's products through a coordinated presence in multiple distribution channels is called _____.

Question 64

Online stock brokerage firms use a(n) _____ revenue model.

Question 65

Putting the customer at the center of all site designs is called a(n) _____ approach to Web design.

Question 66

The defining characteristic of the _____ promotion process is that the seller is active and the buyer is passive.

Question 67

In the _____ communication model, both the buyer and the seller participate actively in the exchange of information.

Question 68

A regular program of _____ can help organizations identify navigation issues on their Web sites and resolve them.

Question 69

The _____ of a firm include its customers, suppliers, employees, stockholders, neighbors, and the general public.

Question 70

Even when products are commodity items, the _____ element can be a powerful differentiating factor for which a customer will pay extra.

Question 71

The personal contact approach to identifying and reaching customers is sometimes called _____.

Question 72

An organization's _____ is the public image it conveys to its stakeholders.

Question 73

The catalog-based revenue model is also called the _____.

Question 74

_____ is the ability to obtain bank, investment, loan, and other financial account information from multiple Web sites and display it all in one location at the bank's Web site.

Question 75

List the guidelines that must be followed by Web designers when creating a Web site that is intended to meet the specific needs of customers.

Question 76

_____ can occur whenever sales activities on a company's Web site interfere with its existing sales outlets.

Question 77

What is the difference between the personal contact model of communicating on the Web and the mass media approach?

Question 78

What are the business objectives of creating an effective online presence?

Question 79

Two or more companies who have joined forces to undertake an activity over a long period of time are said to have created a(n) _____.

Question 80

What are the accessibility goals that organizations should conform to for designing business Web sites?