Chapter 04: Marketing on the Web
1. The promotion element of the marketing mix includes any means of spreading the word about the product.
a.
True
b.
False
True
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2. 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.
a.
True
b.
False
True
1
Easy
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United States – BUSPROG: Analytic
Bloom’s: Knowledge
3. The price element of the marketing mix is a company’s cost of producing a product.
a.
True
b.
False
False
1
Easy
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United States – BUSPROG: Analytic
Bloom’s: Knowledge
4. Media selection can be critical for an online-only firm because it does not have a physical presence.
a.
True
b.
False
True
1
Easy
04.02
United States – BUSPROG: Analytic
Bloom’s: Knowledge
5. A disadvantage of using the Web to communicate with potential customers is that it does not offer the cost savings of
mass media.
a.
True
b.
False
Chapter 04: Marketing on the Web
False
1
Easy
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6. Mass media offers the highest level of trust.
a.
True
b.
False
False
1
Easy
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United States – BUSPROG: Analytic
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7. On the Web, retailers can provide separate virtual spaces for different market segments.
a.
True
b.
False
8. Touchpoint is a term for words used to prompt a visitor to stay and investigate the products or services offered on a site.
a.
True
b.
False
9. One goal of marketing is to create strong relationships between a company and its customers.
a.
True
b.
False
True
Easy
04.03
10. 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.
a.
True
b.
False
True
1
Easy
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United States – BUSPROG: Analytic
11. Good customer experiences can help create an intense feeling of loyalty toward the company and its products or
services.
a.
True
b.
False
True
1
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United States – BUSPROG: Analytic
12. Companies want to see customers move into the separation stage only if they are costing more to serve than they are
worth.
a.
True
b.
False
True
1
Easy
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United States – BUSPROG: Analytic
13. The benefits of acquiring new visitors are the same for all Web businesses irrespective of different revenue models
used.
a.
True
b.
False
United States – BUSPROG: Analytic
14. The cost of acquiring a new customer is less than the cost of retaining an existing one.
a.
True
b.
False
False
1
Easy
04.03
United States – BUSPROG: Analytic
Bloom’s: Knowledge
15. 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.
a.
True
b.
False
16. 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.
a.
True
b.
False
True
1
Easy
04.05
United States – BUSPROG: Analytic
Bloom’s: Knowledge
17. Branded products are difficult to advertise and promote.
a.
True
b.
False
False
1
Easy
04.07
United States – BUSPROG: Analytic
Bloom’s: Knowledge
18. Viral marketing strategies have always been developed with the assumption that the company would communicate
Bloom’s: Knowledge
Chapter 04: Marketing on the Web
with potential customers directly.
a.
True
b.
False
False
1
Easy
04.06
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19. Rational branding relies on a broad emotional appeal.
a.
True
b.
False
False
1
Easy
04.07
United States – BUSPROG: Analytic
Bloom’s: Knowledge
20. Spam wastes time and storage space on servers and individuals’ computers, and it consumes bandwidth on the
Internet.
a.
True
b.
False
21. 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.
a.
True
b.
False
22. 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.
Chapter 04: Marketing on the Web
a.
True
b.
False
23. 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.
a.
True
b.
False
True
1
Easy
04.09
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Bloom’s: Knowledge
24. Obtaining identifiable names to use on the Web can be an important part of establishing a Web presence.
a.
True
b.
False
1
Easy
04.09
United States – BUSPROG: Analytic
Bloom’s: Knowledge
25. The fees charged for domain name hosting are much higher than those for hosting an active Web site.
a.
True
b.
False
False
1
Easy
04.09
United States – BUSPROG: Analytic
Bloom’s: Knowledge
26. 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
27. Customers’ perceptions of a product are called the product’s _____.
a.
brand
b.
attributes
c.
marketing mix
d.
Web logs
1
Easy
04.01
United States – BUSPROG: Analytic
Bloom’s: Knowledge
28. 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
b
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29. 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
30. 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
d
1
Easy
04.03
1
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31. Online and offline customer contact points are often called _____.
a.
business interfaces
b.
touchpoints
c.
distribution channels
d.
spiders
b
1
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Bloom’s: Knowledge
32. 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
b
1
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Bloom’s: Knowledge
33. 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
34. 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
United States – BUSPROG: Analytic
Bloom’s: Knowledge
35. _____ 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
36. A(n) _____ occurs when a visitor requests a page from a Web site.
a.
impression
b.
visit
c.
click-through
d.
index
37. 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
38. 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
39. 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
Chapter 04: Marketing on the Web
40. 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
d
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41. The information that a Web site can gather about its visitors is called a _____.
a.
clickstream
b.
data mine
c.
return path
d.
touchpoint
42. Technology-enabled relationship management is often called _____.
a.
business intelligence management
b.
customer relationship management
c.
vendor relationship management
d.
domain name management
b
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43. Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____.
a.
marketspace
b.
marketplace
c.
marketstore
d.
marketsector
1
44. _____ 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
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Bloom’s: Knowledge
45. According to researchers Young & Rubicam, one of the key elements of a brand is _____.
a.
marketspace
b.
style
c.
perceived value
d.
micromarketing
1
Moderate
04.07
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Bloom’s: Comprehension
46. _____ is the degree to which a product offers utility to a potential customer.
a.
Differentiation
b.
Relevance
c.
Perceived value
d.
Brand
b
1
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47. 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
b
1
Moderate
United States – BUSPROG: Analytic
Bloom’s: Comprehension
Easy
04.06
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Bloom’s: Knowledge
48. Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain
brands.
a.
permitted
b.
perceived
c.
rational
d.
emotional
d
1
Moderate
04.07
United States – BUSPROG: Analytic
Bloom’s: Comprehension
49. On social media Web sites, followers of a particular company’s discussion activity are called _____.
a.
fans
b.
hosts
c.
spiders
d.
affiliates
1
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50. 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
d
1
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51. A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products
and services.
marketing mix
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52. 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 _____.
customer value
1
Easy
53. Identifying specific portions of a market and targeting them with specific advertising messages is called _____.
54. The highly customized approach to offering products and services that match the needs of a particular customer is
called _____.
55. In general, the creation of a separate experience for customers based on their behavior is called _____.
56. Behavioral segmentation based on things that happen at a specific time is called _____.
57. Of the six behavior-based categories of Internet users, _____ seek convenience.
58. Of the six behavior-based categories of Internet users, _____ are in search of a good deal.
59. In the _____ stage of customer loyalty, potential customers learn more about a company or its products.
60. 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.
61. In the context of life-cycle segmentation, Claritas built _____ which identifies the demographic characteristics of
people by neighborhood.
62. Using the five stages of customer loyalty to create groups of customers that are in each stage is called _____.
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 _____.
64. The _____ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective
Internet advertising.
Bloom’s: Knowledge
65. The standard banner sizes that most Web sites have voluntarily agreed to use are called _____ ad formats.
66. A(n) _____ is an ad that appears in its own window when the user opens or closes a Web page.
67. _____ prevents banner ads and pop-up ads from loading.
68. 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 _____.
cost per thousand(CPM)
Bloom’s: Knowledge
Chapter 04: Marketing on the Web
69. Each page loaded by a visitor to a Web site counts as a(n) _____.
70. In the context of measuring Web audiences, if a visitor loads a page that contains an ad, the page load is called a(n)
_____.
71. _____ marketing relies on existing customers to tell other people—the company’s prospective customers—about the
products or services they have enjoyed using.
72. 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) _____.
73. 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.
74. A(n) _____ is a Web site that helps people find things on the Web.
75. Hidden keywords that are visible to spiders are enclosed in an HTML tag set called _____.
76. When would a product-based marketing strategy be used?
77. Describe the use of trigger words in attracting visitors to a Web site.
78. Identify the five stages of customer loyalty.
79. When does technology-enabled relationship management occur?
80. Identify the three elements of branding.