E-Commerce :Marketing – Flashcards
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The promotion element of the marketing mix includes any means of spreading the word about the product.
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true
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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.
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True
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The price element of the marketing mix is a company's cost of producing a product.
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False
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Media selection can be critical for an online-only firm because it does not have a physical presence.
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True
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A disadvantage of using the Web to communicate with potential customers is that it does not offer the cost savings of mass media.
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False
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Mass media offers the highest level of trus
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False
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On the Web, retailers can provide separate virtual spaces for different market segments.
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True
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Touchpoint is a term for words used to prompt a visitor to stay and investigate the products or services offered on a site.
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False
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One goal of marketing is to create strong relationships between a company and its customers.
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True
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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.
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True
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Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.
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True
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Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth.
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True
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The benefits of acquiring new visitors are the same for all Web businesses irrespective of different revenue models used.
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False
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The cost of acquiring a new customer is less than the cost of retaining an existing one.
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False
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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.
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True
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Spam wastes time and storage space on servers and individuals' computers, and it consumes bandwidth on the Internet.
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True
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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.
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True
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Branded products are difficult to advertise and promote.
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False
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Rational branding relies on a broad emotional appeal.
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False
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Viral marketing strategies have always been developed with the assumption that the company would communicate with potential customers directly.
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False
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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.
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True
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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.
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False
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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.
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True
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Obtaining identifiable names to use on the Web can be an important part of establishing a Web presence.
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True
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The fees charged for domain name hosting are much higher than those for hosting an active Web site.
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False
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The _____ element of the marketing mix is the physical item or service that a company is selling.
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product
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Customers' perceptions of a product are called the product's _____.
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brand
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The _____ provides a communication mode that is an intermediate step between mass media and personal contact.
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Web
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Grouping customers by variables such as social class or personality is.
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psychographic segmentation
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A _____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.
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shopping cart
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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.
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connectors
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Online and offline customer contact points are often called _____.
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touchpoints
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In the _____ stage of customer relationship life cycle, customers develop a fierce loyalty or a strong preference for products or brands of a company.
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commitment
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A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page.
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leaderboard ad
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_____ generate graphical activity that "floats" over the Web page itself instead of opening in a separate window.
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Rich media ads
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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.
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text ad
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A subtle way for advertisers to promote their product, services or brands is through.
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site sponsorships
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A(n) _____ occurs when a visitor requests a page from a Web site.
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visit
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The first time that a particular visitor loads a Web site page is called a(n) _____.
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trial visit
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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) _____.
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impression
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The practice of sending e-mail messages to people who request information on a particular topic or about a specific product is called _____.
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opt-in e-mail
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The _____ rate of an advertising method is the percentage of recipients who respond to an ad or promotion.
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conversion
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The information that a Web site can gather about its visitors is called a _____.
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clickstream
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Technology-enabled relationship management is often called _____.
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customer relationship management
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Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____.
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marketspace
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_____ is the first condition that must be met to create a product or service brand.
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product differentiation
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According to researchers Young & Rubicam, one of the key elements of a brand is _____.
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perceived value
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_____ is the degree to which a product offers utility to a potential customer.
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Relevance
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According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer.
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brand
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Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain brands.
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emotional
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In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) _____ company.
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sponsoring
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On social media Web sites, followers of a particular company's discussion activity are called _____.
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fans
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Placing ads in proximity to related content is sometimes called.
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contextual advertising
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A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.
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marketing mix
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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 _____.
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customer value
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A ____________ is a group who share a common characteristic.
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demographic
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Identifying specific portions of a market and targeting them with specific advertising messages is called _____.
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market segmentation
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The highly customized approach to offering products and services that match the needs of a particular customer is called _____.
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one-to-one marketing
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In general, the creation of a separate experience for customers based on their behavior is called _____.
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behavioral segmentation
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Behavioral segmentation based on things that happen at a specific time is called _____.
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occasion segmentation
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Of the six behavior-based categories of Internet users, _____ seek convenience.
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simplifiers
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Of the six behavior-based categories of Internet users, _____ are in search of a good deal.
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bargainers
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In the _____ stage of customer loyalty, potential customers learn more about a company or its products.
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exploration
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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.
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familiarity
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In the context of life-cycle segmentation, Claritas built _____ which identifies the demographic characteristics of people by neighborhood.
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PRIZM
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The ____________ of customer acquisition is used as a conceptual tool to understand the overall nature of a marketing strategy and provide a clear structure for evaluating specific strategy elements.
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funnel model
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Using the five stages of customer loyalty to create groups of customers that are in each stage is called _____.
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life-cycle segmentation
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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 _____.
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conversion cost
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The _____ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective Internet advertising.
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IAB
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The standard banner sizes that most Web sites have voluntarily agreed to use are called _____ ad formats.
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IMU
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A(n) _____ is an ad that appears in its own window when the user opens or closes a Web page.
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pop-up ad
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_____ prevents banner ads and pop-up ads from loading.
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ad-blocking software
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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 _____.
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CPM
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Each page loaded by a visitor to a Web site counts as a(n) _____.
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page view
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In the context of measuring Web audiences, if a visitor loads a page that contains an ad, the page load is called a(n) _____.
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ad view
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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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data warehouse
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With __________ one firm's web site includes descriptions, reviews, ratings or other information about a product that is linked to another firm's site that offers the item for sale
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affiliate marketing
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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.
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affiliate program broker
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_____ marketing relies on existing customers to tell other people—the company's prospective customers—about the products or services they have enjoyed using.
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Viral
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A(n) _____ is a Web site that helps people find things on the Web.
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search engine
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Hidden keywords that are visible to spiders are enclosed in an HTML tag set called _____.
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meta tags
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When would a product-based marketing strategy be used?
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products are categorized
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Describe the use of trigger words in attracting visitors to a Web site.
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Trigger words prompt a visitor to stay and investigate the products or services offered by the site.
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Identify the five stages of customer loyalty.
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There are five stages of customer loyalty: Awareness, Exploration, Familiarity, Commitment, and Separation.
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When does technology-enabled relationship management occur?
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Technology-enabled relationship management occurs when a firm gets detailed information about a customer's behavior, preferences, needs, and buying patterns.
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Identify the three elements of branding.
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he three key elements of branding are, differentiation, relevance, and perceived.
