Deck 9: E-active Marketing

Question 1

Google's success is due primarily to the quality of the products offered on its Web site.

Answer 1

False

Question 2

To maintain it initial rapid growth and to build brand strength,Google began using print and radio advertising.

Answer 2

True

Question 3

E-commerce is selling goods or services on the Internet.

Answer 3

True

Question 4

A catalog is not required or necessary for an e-commerce Web site.

Question 5

A shopping cart is a method of payment for an e-commerce purchase.

Question 6

E-retailers that offer multiple methods of payment experience a greater increase in sales than sites that provide fewer options.

Question 7

More than half of the households in the United States shop regularly on the Internet.

Question 8

If a company has a print catalog,it is important for the Web catalog to match the print catalog.

Question 9

Three types of incentives can be used to encourage customers to make online purchases: financially-based incentives,convenience-based incentives,and price-based incentives.

Question 10

The Internet has changed many aspects of U.S.culture.

Question 11

Cyberbaits are incentives designed to encourage consumers,or businesses,to visit Web sites and to make purchases.

Question 12

The top cyber shopping categories are office,home,and garden products.

Question 13

Cyberbait is a lure or type of attraction designed to bring people to a Web site.

Question 14

E-active marketing incorporates the two major components of Internet marketing: e-commerce and e-mail.

Question 15

Many of today's consumers rely heavily on the Internet to research products,to shop,to make comparisons,and to read consumer-generated reviews of products.

Question 16

An e-commerce catalog is designed to help shoppers find products on a Web site.

Question 17

To the established retail operation,e-commerce offers customers an alternative mode for making purchases.

Question 18

The components of an e-commerce site include a catalog,a shopping cart,and a point of purchase feature on the display screen.

Question 19

FAQ,or frequently asked questions,are part of the customer service marketing function.

Question 20

FAQ stands for "frequently answered queries."

Question 21

Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.

Question 22

In terms of e-commerce,a value-added incentive is used to cause consumers to change purchasing habits in the short term,so that convenience incentives can attract them to change long term buying habits.

Question 23

An example of a value-added incentive to attract people to an e-commerce site is personalization.

Question 24

In business-to-business e-commerce,a company must have an effective Web site and a strong brand name to be able to compete effectively.

Question 25

The Internet is the ideal medium for interactive marketing because of the low cost per contact.

Question 26

The three incentives that must be present for consumers to consider a purchase online are financial incentives,convenience incentives,and price incentives.

Question 27

A growing area of e-commerce in the business-to-business sector is on-line exchanges and auctions.

Question 28

Reasons consumers are wary of shopping on the Internet include seller opportunism,security concerns,information privacy issues,and purchasing habits.

Question 29

To encourage consumers and businesses to return to a Web site on a regular basis,it is necessary to offer financial incentives,convenience incentives,and value-added incentives.

Question 30

To reach consumers who are reluctant to change purchasing habits and purchase online instead of at brick-and-mortar stores,retailers rely on strong financial incentives.

Question 31

Typically,the most effective financial incentives offer something free or at a discount.

Question 32

Consumer fears about e-commerce security issues are based on credit card numbers being stolen,identity theft,and fraud.

Question 33

According to BizRateResearch,the most popular online promotion is a price-off (or coupon)offer.

Question 34

Many of the online exchanges and auctions are intermediary companies that simply match buyers and sellers.

Question 35

Web sites,similar to displays at retail stores,can be rearranged to create excitement and interest,but basic links and location of merchandise should not be changed too often.

Question 36

In business-to-business markets,the number of hits at a b-to-b Web site is directly related to the amount of money spent on advertising and sales promotions.

Question 37

Google is the most frequent Web site used by consumers when they search for product information prior to making a purchase decision.

Question 38

24-hour availability is an example of a convenience incentive that can be used to attract people to an e-commerce site.

Question 39

Most shoppers have looked at least once at an online peer review of a product before finalizing their purchase decision.

Question 40

While current purchasing habits are a concern for the future success of e-commerce,security issues have the strongest ramifications for the ultimate success of e-commerce.

Question 41

The percentage of people who respond to banner ads on the Internet is steadily shrinking.

Question 42

The power of online buzz created through participation in blogs has grown at an exponential rate.

Question 43

Brand spiraling is the practice of using interactive media to promote and attract consumers to an on-line Web site.

Question 44

Since the early 1990s,budgets for online advertising have steadily increased.

Question 45

The online interactive tactic that is used the most by companies is an e-mail newsletter.

Question 46

The largest category of online advertising expenditures is for spots on search engines.

Question 47

The most well-known social network sites are Facebook and MySpace.

Question 48

The initial step most marketers take in developing a social network presence is to start a profile page and then accept "friend requests" or to develop a specific product page at the site.

Question 49

Most of the commercials,videos,and marketing information about a brand or company placed on social network sites have been generated by consumers.

Question 50

Smaller,niche social network sites provide companies with a greater opportunity to match target markets than do more general social network sites such as MySpace or Facebook.

Question 51

Blogs are a form of word-of-mouth communications.

Question 52

Interactive marketing emphasizes the targeting of individuals with personalized information,and it also engages the customer with the product and company in some way.

Question 53

In order to ensure a positive brand image is developed through a company-sponsored blog,it is important to monitor and filter out negative comments made by customers.

Question 54

Using traditional media to promote and attract consumers to a Web site is called brand spiraling.

Question 55

Interactive marketing can be used to build a brand and to develop brand loyalty.

Question 56

Banner ads account for the greatest amount of online advertising expenditures.

Question 57

A company-sponsored blog can provide valuable insight into how customers view the company,its brands,and its products.

Question 58

In interactive marketing,software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.

Question 59

Company-sponsored blogs are an excellent method for providing information,allowing customers to make comments,and to correct misinformation,but they have very little impact on sales.

Question 60

Research by ComScore Networks suggests the average visitor to a blog spends over twice as much time online as the average web user that does not visit blogs.

Question 61

While consumer-generated reviews can provide valuable information to a company about its products,they do not provide any information about how its brands compares with other brands.

Question 62

Of the three methods of search engine optimization,the most effective is paid search ads.

Question 63

Consumers are more accepting of a consumer-generated ad than ads produced by a company and its advertising agency.

Question 64

A firm's database is the best source for developing an e-mail subscription list for an e-mail newsletter.

Question 65

While consumers often read consumer-generated reviews of various brands of a product,the reviews have little impact on the actual brand choices.

Question 66

An e-mail marketing campaign that matches the content of the Web site is likely to increase the response rate.

Question 67

Organic,or natural emergence of a Web site on a search engine can be enhanced through paid search insertions through search engines,such as Google.

Question 68

Web analytics is the process of analyzing where consumers went at a brand's Web site,what they did within the Web site,and what other Web sites were visited.

Question 69

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan,make product modifications,and to enhance service strategies.

Question 70

Advertising in another company's newsletter is an excellent way to build brand awareness and to drive traffic to the Web site.

Question 71

In developing an e-mail marketing campaign,it is usually a good idea to use a micro-site URL rather than direct individuals to the company's main site and front page.

Question 72

The majority of Web traffic begins at a search engine.

Question 73

A search engine is the primary method most consumers use to discover new Web sites and to search for information.

Question 74

E-mail marketing campaigns are well suited to building brand awareness and liking for a product.

Question 75

Search engine optimization (SEO)is the process of placing advertisements on search sites.

Question 76

Consumer-generated reviews and discussions can be an important means of reaching the early adopters of a product.

Question 77

To be successful,an e-mail marketing program must be integrated with the Web site's content management system and the customer relationship management system.

Question 78

E-mail marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase.

Question 79

One method of obtaining search engine optimization is through paid search insertions that come up when certain products or information is sought.

Question 80

Web analytics allows a company to develop e-mail marketing messages that are specific to an individual and that will improve the chances of a purchase.