Question 1

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

Accepted Answer

The answer of The removal of an intermediary, such as...

Question 2

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

Accepted Answer

The term "hard middle" refers to markets that are not large enough to warrant the expense of a mass media campaign but are too large to address through personal contact methods, fitting Jeff Bezos's description.

Question 3

_____, 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.

Accepted Answer

The answer of _____, a business-focused publisher of newspapers such...

Question 4

_____ 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

Accepted Answer

Addressable media refers to advertising efforts directed to a known recipient, such as mail, telephone calls, and e-mail. Social media and broadcast networks are not necessarily directed to a specific recipient, while personal contacts may fall under word-of-mouth marketing rather than addressable media.

Question 5

_____ is an important element of creating an effective Web presence.
A) Usability
B) Cannibalization
C) Inflexibility
D) Disintermediation

Accepted Answer

Usability is crucial in creating an effective Web presence, as it determines how easily users can navigate and interact with a website. A user-friendly and intuitive design can increase engagement and conversions, while a confusing or frustrating experience can drive users away. Cannibalization, inflexibility, and disintermediation are not elements that contribute to a successful Web presence.

Question 6

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

Accepted Answer

The mass media approach involves broadcasting advertising and promotional materials about the firm and its offerings to a large audience through various mediums such as television, radio, newspapers, and magazines. This approach is commonly used by firms to reach out to a wide and diverse audience.

Question 7

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

Accepted Answer

The key goal for the Web sites of many not-for-profit organizations is information dissemination. These organizations primarily use their websites to provide information about their cause, services, events, and programs to the public, supporters, and potential donors.

Question 8

_____ 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

Accepted Answer

Usability testing is the specific testing and evaluation of a website or other digital service by its owner or creator to ensure that it is easy to use and navigate for visitors. This type of testing can include user testing, surveys, focus groups, and other methods to assess the experience of the user and identify any areas where improvements can be made. Prototyping is the process of creating a preliminary version of a website or application, while archetyping and grey-box testing are not specific methods for evaluating usability.

Question 9

Personal contact and mass media approaches are often called _____.
A) communication modes
B) market strategies
C) marketing segments
D) media destination modes

Accepted Answer

Personal contact and mass media approaches are both different modes of communication, hence choice A is the appropriate answer.

Question 10

Two pioneers of usability testing are _____ and Jakob Nielsen.
A) Hickory Farms
B) Ben Shneiderman
C) J.C. Penney
D) Aaron Montgomery

Accepted Answer

Ben Shneiderman is widely considered one of the pioneers of usability testing, having developed the "eight golden rules" of interface design in the 1980s. Jakob Nielsen is another prominent figure in the field of usability testing, having founded the Nielsen Norman Group and authored numerous books and articles on the subject. Neither Hickory Farms, J.C. Penney, nor Aaron Montgomery are associated with the field of usability testing.

Question 11

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

Accepted Answer

The answer of Each different pathway to customers is called...

Question 12

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

Accepted Answer

The answer of A(n) _____ is a listing of hyperlinks...

Question 13

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

Accepted Answer

The answer of In a(n) _____ revenue model, subscribers pay...

Question 14

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

Accepted Answer

Building flexibility into the Web site's interface allows visitors to customize their experience to their unique needs and preferences, increasing accessibility overall. Virtual models and presence are not relevant to this context, and conflict is harmful to accessibility.

Question 15

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

Accepted Answer

The answer of A(n) _____ is a graphic image built...

Question 16

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

Accepted Answer

The answer of The set of characteristics that marketers use...

Question 17

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

Accepted Answer

The answer of A(n) _____ is a site that people...

Question 18

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

Accepted Answer

The service described in the question is called bill presentment, which electronically delivers an invoice to a customer with all the necessary details. Therefore, the best choice is D) bill presentment.

Question 19

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.

Accepted Answer

The answer of A(n) _____ almost always includes a Web...

Question 20

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

Accepted Answer

The answer of Visitors to Web sites are often reluctant...

Quiz 3: Selling on the Web

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

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 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.

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

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

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

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

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

Personal contact and mass media approaches are often called _____.

Two pioneers of usability testing are _____ and Jakob Nielsen.