Deck 6: Marketing Your E-Business

Question 1

The Four Ps marketing mix model variables are product, place, promotion, and price.

Answer 1

True

Question 2

Traditionally, the effectiveness of business branding is measured in terms of marketplace awareness or name and product or service recognition.

Answer 2

True

Question 3

The Four Ps marketing mix model looks at marketing mix variables from the customer's point of view.

Answer 3

False

Question 4

Having a trusted brand that is recognizable to your customers and to strategic business partners can drive sales and increase profits.

Question 5

Complex brand names that are difficult to spell and remember are effective in getting potential customers to identify an e-business and its products or services.

Question 6

Jeeves, the butler, is an example of personalizing a brand name.

Question 7

Domain name registration is managed by the Internet Corporation for Assigned Names (ICANN), a non-profit organization that operates under the auspices of the U.S. Department of State.

Question 8

An accredited registrar is an ICANN-approved private company that handles the domain name registration process.

Question 9

Short, meaningful domain names in the .com domain are plentiful.

Question 10

Brand names, domain names, and trademarks are often interchangeable in consumers' minds.

Question 11

Market research involves collecting and analyzing the data needed to make informed decisions about how to sell products or services in a specific market.

Question 12

Secondary market research involves physically collecting marketplace, consumer, and competitor data, organizing and manipulating it, and then analyzing and publishing the results.

Question 13

Qualitative research involves collecting data that requires informed interpretation and cannot be analyzed using statistical methods.

Question 14

A marketing plan provides the details behind the marketplace analysis section of a business plan.

Question 15

Marketing planning is static; once a marketing plan is created, rarely revised.

Question 16

An e-business's target market(s) is/are the pool of potential customers to which it will direct its marketing efforts.

Question 17

A comprehensive analysis of an e-business's top competitors is generally included in the Situational Analysis section of a marketing plan.

Question 18

Directories use software programs called spiders or bots to automatically update their indexes of Web pages by following links from page to page across the Web.

Question 19

Today, most search tools combine the features of both a search engine (keyword search) and a directory (category links).

Question 20

The goal of search engine optimization is to make certain that an e-business's Web pages appear at or near the top of a search results list.

Question 21

Writing clear and on-topic Web page content helps make it easier for a search engine to index a page.

Question 22

Link popularity is a measure of whether or not an e-business's Web site is attracting customers.

Question 23

Opt-in e-mail advertising is a feature of permission marketing, the process of getting consumers to voluntarily learn more about a company and its products or services.

Question 24

The first step in developing link exchanges is to identify competitors' Web sites.

Question 25

A circular chain of linked Web pages with similar content is called a Web ring.

Question 26

The marketing mix model that looks at marketing variables from the "inside-out" is the:

A) Four Cs marketing mix model
B) Seven Ps marketing mix model
C) Four Ps marketing mix model
D) None of the above

Question 27

Which of the following variables is part of the Four Cs marketing mix model?

A) product
B) customer needs and wants
C) place
D) price

Question 28

The 'customer needs' variable in the Four Cs marketing mix model equates to which of the following Four Ps marketing mix model variables.

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

Question 29

The combination of name, logo, and design that identifies a business and its products or services is a:

A) trademark
B) URL
C) domain name
D) brand

Question 30

Which of the following phrases defines a brand?

A) the subjective experience that consumers have with a product or service
B) a promise
C) the "face"a business presents to the world
D) A,C

Question 31

Which of the following business names is based on personalizing the brand by naming an e-business after a well-known individual.

A) Amazon.com
B) Google
C) Dell
D) Microsoft

Question 32

The address associated with a Web page that a Web browser uses to locate the page is its:

A) domain name
B) trademark
C) registration name
D) brand

Question 33

Which of the following TLDs indicates a networking organization?

A) .travel
B) .com
C) .net
D) .pro

Question 34

The top-level domain for the aviation industry is:

A) .com
B) .aero
C) .avia
D) .com.

Question 35

Which of the following e-businesses are accredited domain name registrars?

A) GoDaddy.com
B) Amazon.com
C) Google
D) Ask Jeeves

Question 36

Which of the following is the new top-level domain for businesses?

A) .aero
B) .mil
C) .biz
D) .jobs

Question 37

A person or business that registers domain names (often a company name or acronym) with the intent of selling the domain name to its rightful owner is called a(n):

A) domain name reseller
B) cybersquatter
C) accredited registrar
D) cyberseller

Question 38

The most widely used and least expensive type of market research is:

A) primary research
B) secondary research
C) qualitative research
D) quantitative research

Question 39

Small text files that are placed on the hard drive of a viewer while that viewer is visiting a Web site are called:

A) muffins
B) brownies
C) cookies
D) candies

Question 40

Secondary sources for e-business market research data include all the following except:

A) focus groups
B) industry white papers
C) government databases
D) professional journals

Question 41

The section of a marketing plan that summarizes the overall plan in one to three pages is the:

A) Tactics section
B) Situational Analysis
C) Budget
D) Executive Summary

Question 42

Which of the following factors are used to develop market segments?

A) geographic region
B) demographic characteristics
C) psychographics characteristics
D) A,C

Question 43

An analysis of the political, economic, social, and technological factors that influence your potential customers' buying decisions is sometimes called a(n):

A) SWOT analysis
B) LEPT analysis
C) PEST analysis
D) MSRT analysis

Question 44

Characteristics such as age, gender, education, family size, and income define a(n):

A) market size
B) market segment
C) market tactic
D) market strategy

Question 45

In the Situational Analysis section of a marketing plan, data on the number of potential customers, consumer purchasing power, and project sales volume are all measures of:

A) market segmentation
B) market objectives
C) market size
D) market strategies

Question 46

The ways in which an e-business will measure the success of its marketing strategies and tactics are called:

A) bootstrapping
B) benchmarking
C) performance measures
D) objectives

Question 47

Dogpile and KartOO are examples of:

A) search engines
B) directories
C) metasearch engines
D) URLs

Question 48

Using descriptive Web page titles, avoiding frames and dynamic content, and using meta tags are all part of:

A) public relations
B) search engine optimization
C) link popularity
D) an affiliate program

Question 49

When designing a Web page, keep in mind that the simpler the content, the:

A) less an e-business has to pay for inclusion in a search results list
B) quicker a directory will include the page in its index
C) easier it will be for a search engine spider to index the page
D) faster a viewer will move on to another page

Question 50

The e-business that introduced streaming media ads is:

A) United Virtualities
B) Amazon.com
C) GoTo.com
D) Unicast

Question 51

Floating and streaming media ads are also called:

A) rich media ads
B) pop-under ads
C) sidebar ads
D) banner ads

Question 52

Online ads are generally priced according to the number of times the ad is viewed, also called a(n):

A) click-through rate
B) pay-per-click basis
C) pay-per-play fee
D) impressions

Question 53

The process in which a confirmation e-mail message is sent to a consumer who signs up to receive e-mail advertising is called:

A) opt-in
B) opt-out
C) double opt-in
D) double opt-out

Question 54

A group of Web sites with unrelated content that link to each other solely for the purpose of building link popularity is called a(n):

A) Web ring
B) link farm
C) directory
D) domain

Question 55

A topic-specific electronic "bulletin board" accessed over the Internet is a(n):

A) blog
B) Web ring
C) link exchange
D) newsgroup

Question 56

Online diaries that are fast becoming an influential communication medium in the business world are called:

A) blogs
B) link exchanges
C) Web rings
D) affiliate programs

Question 57

E-businesses can syndicate Web page content to viewers using an XML technology called:

A) URL
B) ERP
C) RSS
D) CRM

Question 58

An arrangement by which an e-business pays a flat referral fee or a commission for all sales sent to it from another Web site is called a(n):

A) blog
B) affiliate program
C) Web ring
D) fee exchange

Question 59

A(n)_______________model identifies those elements of the marketing strategies and tactics over which an e-business has control.

Question 60

When used together, the Four Ps, the Four Cs, and other extended marketing mix_______________can provide an entrepreneur with a broad view of the marketing variables he or she will need to define.

Question 61

A(n)_______________incorporates all aspects of customers' perceptions about and experience with a business and its products or services.

Question 62

Having a(n)_______________brand that is recognizable to customers and strategic business partners can drive sales and increase the chances of achieving success.

Question 63

Brand_______________should be kept simple so that they are easy to remember, spell, and understand.

Question 64

_______________a brand by naming a business after a well-known individual can help make the brand memorable.

Question 65

Domain name registration, including the approval of accredited registrars, is managed by_______________.

Question 66

The .com, .travel, and .org domain designations are called_______________domains.

Question 67

_______________is a very successful pure-play e-retailer that chose to build its brand by making sure that its business name was the same as its domain name.

Question 68

Collecting, organizing, manipulating, analyzing, and publishing marketplace data is called_______________market research.

Question 69

A(n)_______________is a document that shows how an e-business will manage its marketing mix and enhance its brand to drive sales, and generate profits.

Question 70

The_______________section of a marketing plan includes estimates of market size gleaned from reliable sources and cited appropriately.

Question 71

A subgroup of an overall market is called a(n) market_______________.

Question 72

_______________are specific, attainable, measurable, realistic, and time-specific goals.

Question 73

A(n)_______________is a plan of action.

Question 74

A marketing_______________is structured similarly to the expenses portion of a projected income statement and reflects the details of what it will cost to implement a marketing plan.

Question 75

A marketing plan should also include_______________measures that enable an entrepreneur to assess the success of his or her marketing strategies and tactics.

Question 76

Search_______________are search tools that use software called spiders or bots to automatically update their indexes of Web pages.

Question 77

A(n)_______________is a search tool that generates its Web page index with information submitted manually by humans.

Question 78

Some search tools operate a(n)_______________program in which an e-business is guaranteed accelerated inclusion of its Web pages in the search tool's index for a fee.

Question 79

Some search tools assess the number of times the_______________being searched appear on a Web page and their location on the page to determine the page's relevance and thus its rank in a search results list.

Question 80

HTML_______________are used to add information to a Web page that only a Web browser can see.