Question 1

A study conducted by McKinsey & Company examined the online behavior of 50,000 active Internet users and identified six different groups.Provide a brief description of the following categories: Simplifiers, Surfers, Connectors, and Sportsters.

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Question 2

Brands can lose their value if the environment in which they have been successful changes.Show how this is possible by giving an example.

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Question 3

Users who object to pop-up ads have responded by using ____________________ software.

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Question 4

When does technology-enabled relationship management occur?

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Question 5

Conversion cost includes ____________________ cost.

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Question 6

Key words in an HTML document, which are visible to spiders, are enclosed in HTML tags called ____________________ tags.

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Question 7

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

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Question 8

Commerce in the physical world is called marketplace, while commerce in the information world is called ____________________.

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Question 9

The pricing metric in which payment is calculated on each thousand persons in the estimated audience is called ____________________.

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Question 10

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

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Question 11

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)____________________.

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Question 12

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

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Question 13

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

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Question 14

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

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Question 15

When would you use a product-based marketing strategy?

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Question 16

Using the five stages of customer loyalty to create groups of customers in each stage is called ____________________ segmentation.

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Question 17

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

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Question 18

Claritas built ____________________ to take advantage of people's tendency to live near other people with similar tastes and preferences.

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Question 19

Identify and describe the three techniques used by companies to arrange for other Web sites to display their banner ads.

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Question 20

When measuring banner ad cost and effectiveness, if a visitor loads a page that contains an ad, the page load is called a(n)____________________.

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Quiz 4: Marketing on the Web