Deck 4: Marketing on the Web

Question 1

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

Answer 1

False

Question 2

Mass media offers the highest level of trust.

Answer 2

False

Question 3

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.

Answer 3

True

Question 4

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

Question 5

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

Question 6

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.

Question 7

Rational branding relies on a broad emotional appeal.

Question 8

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

Question 9

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

Question 10

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

Question 11

The price element of the marketing mix is a company's cost of producing a product.

Question 12

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

Question 13

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

Question 14

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

Question 15

Branded products are difficult to advertise and promote.

Question 16

A disadvantage of using the Web to communicate with potential customers is that it does not offer the cost savings of mass media.

Question 17

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

Question 18

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

Question 19

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

Question 20

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 21

According to the six behavior-based categories of Web visitors, _____ are visitors whose online objective is to stay in touch with others through chat rooms, discussion boards, and social networking websites.

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

Question 22

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

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

Question 23

In the _____ stage of customer relationship life cycle, customers develop a fierce loyalty or a strong preference for products or brands of a company.

A) separation
B) commitment
C) exploration
D) familiarity

Question 24

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

Question 25

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

A) impression
B) visit
C) click-through
D) index

Question 26

A(n) _____ is a short promotional message that does not use any graphic elements and is usually placed along the top or right side of a Web page.

A) text ad
B) active ad
C) banner ad
D) pop-up ad

Question 27

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

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

Question 28

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

Question 29

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

A) Interstitial ads
B) Active ads
C) Pop-up ads
D) Skyscraper ads

Question 30

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

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

Question 31

The practice of sending e-mail messages to people who request information on a particular topic or about a specific product is called _____.

A) junk e-mail
B) spam e-mail
C) opt-in e-mail
D) bulk e-mail

Question 32

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 33

The _____ element of the marketing mix is the physical item or service that a company is selling.

A) principle
B) price
C) product
D) promotion

Question 34

Online and offline customer contact points are often called _____.

A) business interfaces
B) touchpoints
C) distribution channels
D) spiders

Question 35

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 36

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 37

A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page.

A) leaderboard ad
B) text ad
C) skyscraper ad
D) active ad

Question 38

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 39

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

Question 40

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 41

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

Question 42

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

Question 43

_____ 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 44

Behavioral segmentation based on things that happen at a specific time is called _____.

Question 45

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

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

Question 46

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

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

Question 47

The information that a Web site can gather about its visitors is called a _____.

A) clickstream
B) data mine
C) return path
D) touchpoint

Question 48

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

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

Question 49

Of the six behavior-based categories of Internet users, _____ seek convenience.

Question 50

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

Question 51

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 52

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

Question 53

The total of all financial costs that a customer pays (including all transaction costs) to obtain a product is subtracted from the benefits that the customer derives from the product to yield the _____.

Question 54

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

Question 55

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

Question 56

Technology-enabled relationship management is often called _____.

A) business intelligence management
B) customer relationship management
C) vendor relationship management
D) domain name management

Question 57

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

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

Question 58

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 59

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

Question 60

On social media Web sites, followers of a particular company's discussion activity are called _____.

A) fans
B) hosts
C) spiders
D) affiliates

Question 61

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

Question 62

Identify the five stages of customer loyalty.

Question 63

A pricing metric where mass media advertising is purchased by paying a dollar amount for every thousand people in the estimated audience is referred to as _____.

Question 64

In the context of measuring Web audiences, if a visitor loads a page that contains an ad, the page load is called a(n) _____.

Question 65

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

Question 66

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

Question 67

The total amount of money that a site spends, on average, to induce one visitor to make a purchase, sign up for a subscription, or register is called the _____.

Question 68

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

Question 69

When does technology-enabled relationship management occur?

Question 70

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

Question 71

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

Question 72

When would a product-based marketing strategy be used?

Question 73

_____ marketing relies on existing customers to tell other people-the company's prospective customers-about the products or services they have enjoyed using.

Question 74

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

Question 75

Identify the three elements of branding.

Question 76

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

Question 77

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

Question 78

Using the five stages of customer loyalty to create groups of customers that are in each stage is called _____.

Question 79

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 80

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