Exam 3 – Flashcards | StudyHippo.com

Q: A competitive (or persuasive) ad

promotes a specific brand\'s features and benefits

Q: The key objective of competitive advertising is to

persuade the target market to select the firm\'s brand rather than that of a competitor

Q: A comparative ad

shows one brand\'s strengths relative to those of competitors

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Any paid form of non-personal communication about an organization, product, service, or idea (p.376) by an identified sponsor is referred to as__________.

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Advertising

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Advertisements basically consist of two types: __________ and __________.

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product; institutional

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The three primary types of product advertisements are

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Pioneering, competitive, and reminder

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A pioneering (or informational/introductional) ad

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tells people what a product is, what it can do, and where it can be found

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Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising

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competitive (or persuasive)

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A competitive (or persuasive) ad

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promotes a specific brand's features and benefits

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The key objective of competitive advertising is to

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persuade the target market to select the firm's brand rather than that of a competitor

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A comparative ad

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shows one brand's strengths relative to those of competitors

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Which of the following statements about comparative advertising is most accurate?

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Comparative advertisements attract more consumer attention for the advertiser's brand.

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Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience __________.

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gender

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Reminder ad

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Reinforces previous knowledge of a product

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An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

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key benefits

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Most advertising messages are made up of two elements, which are

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informational and persuasional

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Information and persuasive content can be combined to form which common advertising appeals?

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sex, fear, and humor appeals

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The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a ________.

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fear appeal

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Which of the following is an important guideline when using a fear appeal?

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Do not make the appeal so strong that consumers will want to tune out the message

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The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

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sex appeal

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Problem with using sex appeals in advertising?

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An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent

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Which of the following statements describes a problem with sex appeal ads

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does not always lead to changes in recall, recognition, or purchase intent

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FALSE about sex appeal ads

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While sex appeals are remembered widely by viewers, they fail to draw initial attention

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The type of appeal used to imply either directly or subtly that the product is more fun or (p.379) exciting than competitors' offerings is referred to as a(n)__________.

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Humorous appeal

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While many commercials that use humorous appeals gain the attention of the audience, they

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wear out quickly, boring the customer

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All of the following are true about humorous ads EXCEPT

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Humorous content can be strong that it causes viewers to tune out the message

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For high-quality TV commercials, it typically costs about $354,000 to produce a _____________ ad.

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30-second

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All of the following are difficulties associated with creating an actual ad message EXCEPT

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replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.

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Reminder advertisements are effective for products during which stage of their product life cycle?

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maturity

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Reinforcement ads are reminder ads that

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assure current users they made the correct choice in choosing product

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Ads designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ___________ ads.

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institutional

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institutional ads

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build goodwill or an image for an organization

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Institutional ads is often used to support the public relations plan or counter adverse

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institutional

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There are four commonly used forms of institutional advertising

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advocacy, pioneering, competitive, and reminder

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The purpose of an advocacy ad is to

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state the position of a company on an issue

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Advocacy ads

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state the position of a company on an ISSUE

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Purpose of an pioneering institutional ad is to

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inform people what a company is, what it can do, and where it is located

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Competitive institutional ads

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increase demand for the product

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The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

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rating

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The average number of times a person in the target audience is exposed to an ad is

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frequency

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Ad studies indicate that consumers respond more favorably to ________ with repeated exposure to ads

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brand extensions

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GROPS are determined by the formula

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reach multiplied by frequency

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With respect to advertising, CPM (cost per thousand) is defined as

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the cost of reaching 1,000 individuals or households with the advertising message in a given medium

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CPM formula

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Cost of AD X Audience Size x 1,000

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When people outside the target market for the product see a firm's ad, it is referred to as

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wasted coverage

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Radio ads can

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target specific audiences, allows ads to be place quickly, low cost, used humor

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Radio disadvantages

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has no visual element for products that must be seen to be appreciated; (2) has a short exposure time and perishable message; and (3) is difficult to convey complex information.

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A western clothing retail store marketing vice president is developing an advertising budget (p. 383) using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

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Better segment capability

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Magazine advantages

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1) can target specific audiences; (2) can use high-quality color; (3) give ads a long life; (4) allow ads to be clipped and saved; and (5) can convey complex information.

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Magazine disadvantage

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(1) the long time needed to place the ad; (2) the high cost of an ad for a national issue; and (3) the ad competes for attention with other magazine features. See Figure 15-2.

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Recent studies show Magazine ads

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is perceived to be more inspirational than other media

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One advantage of using newspapers as an advertising medium is

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(1) excellent coverage of local markets; (2) ads can be placed and changed quickly; (3) ads can be clipped and saved; (4) quick consumer response; and (5) low cost.

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One disadvantage of using newspapers as an ad medium is

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(1) ads compete for attention with other newspaper features; (2) short life span because newspapers are rarely saved; and (3) poor color reproduction

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National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions of this would be

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The Wallstreet Journal and U.S.A Today (1.5 Million readers)

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Yellow pages as a medium

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(1) have excellent geographic coverage - reaches most households with telephones; (2) have a long life span/use period; (3) are available 24/7/365; and (4) are a directional medium because they help consumers know where purchases can be made after other media have created awareness and demand.

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Disadvantage of yellow pages

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(1) there is the proliferation of directories in many cities; and (2) they are difficult to keep up to date since directories are published yearly in most cases.

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One advantage of using the Internet as an advertising medium is

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(1) it has audio and video capabilities; (2) animation can capture attention; (3) it can be interactive through rich media; (4) the ads can link directly to the advertiser; and (5) online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication

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Interactive ads that have drop-down menus, built-in games, or search engines to engage (p. 384) viewers are referred to as __________.

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rich media

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One disadvantage of using the Internet as an advertising medium is

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(1) animation and interactivity require long download times due to large files; (2) the effectiveness of online advertising is still uncertain; (3) the practice of "click fraud" resulting in the need for greater assessment of online advertising effectiveness

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Sales promotion has become a key element of the promotional mix, which now accounts for (p.389) __________in annual expenditures.

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$70 billion

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Sales promotion expenditures account for of all promo spending

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19 percent

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Consumer-oriented sales promotion refer to

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sales tools like coupons and premiums used to support a company's ads and personal selling directed to ultimate consumers

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Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

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advertising; personal selling

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When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in (p. 389) the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________.

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sales promotion

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Sales promotions that usually offer a discounted price to the consumer, which encourages trial (p. 389) of the product, are commonly referred to as

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coupons

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The primary objective of coupons is to

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stimulate trial

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All of the following statements are true about coupons EXCEPT

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companies that have decreased their use of coupons as redemption rates have fallen.

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All of the following add to the costs of coupons EXCEPT:

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customer handling

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Short-term price reductions like two-for-one commonly used to increase trial among potential (p. 389) customers or to retaliate against a competitor's actions is commonly referred to as a __________.

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deal

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A promotional tool often consists of merchandise offered FREE or at a significant savings over its retail price

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premium

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Consists of merchandise offered at a significant savings over its retail price and whose cost is covered because the consumer is charged for it?

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self-liquidating premium

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A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase by a consumer and offering a premium as purchases accumulate is referred to as

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a loyalty program

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A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

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point-of-purchase

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1) The Nabisco created a free-standing rack in the shape of a bus for its Ritz and other cracker products. The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks. The "bus," which provided storage for the featured products, was placed in a high-traffic area of U.S. grocery stores. This type of sales promotion is referred to as a __________.

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point-of-purchase

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Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they switched their service during a seven-week period.

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rebate

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Do not forget about brands in movies

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product placement

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Trade promotions refer to

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sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers

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Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?

answer

The Pepsi Max "Test Drive" video followed the successful "Uncle Drew TV ads

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120. Performance measures for social media are divided into two types: __________ and __________.

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those linked to inputs or costs; those tied to the outputs or revenues

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An example of the ideal performance measure for social media advertising is one that

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ties actual sales revenues to the cost of the ad

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122. Cost per thousand (CPM) is a measure in which

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a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it

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Cost per click is a performance measure in which __________, whereas cost per thousand is a performance measure in which __________.

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a company paying a set amount to Facebook for every purchase that originated from an ad on a webiste

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A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

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cost per click (CPC)

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cost per action refers to

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a fixed amt money for every sale that originated from an ad posted on that site

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The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

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cost per action

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Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.

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users/members

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The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

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FANS

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as a performance measure, share of voice is

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thebrand'sshareorpercentageofalltheonlinesocialmediachatterrelatedtoaproduct category or topic.

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139. The number of times a Facebook Page is loaded in a given time period is referred to as

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Page views

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140. In terms of performance measures important to marketing managers, unique visitors are

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E. the total number of unique visitors to a Facebook Page in a given time period.

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Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once).

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fans; unique visitors

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142. The number of page views divided by visitors in a given time period is referred to as

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the average page views per visitor

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143. The performance measure of average page views per visitor is the number of

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page views divided by visitors in a given time period

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(p. 416) The total number of people who connect with a Post (for example, "like" or make a comment) divided by the total number of people seeing the Post is the

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interaction rate

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146. The click-through rate is

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the percentage of recipients who have clicked on a link on the page to visit a specific site

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Where a social network following comes form - with fans coming from a friend being more valuable that those coming from an ad is referred to as a

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fan source

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Performance measures for social media

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Performance measures are more specific for social media than for traditional media because it is far simpler to electronically track social network users who click on a website or online ad than to track consumers who receive traditional media.

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Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as __________.

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passive recievers

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104. Social media advertising is helpful to brand managers because consumers are __________.

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active receivers who send user generated content to both friends and advertisers

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Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________.

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active receivers

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YouTube would be an excellent social network to advertise all of the following products EXCEPT:

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financial services

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Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as __________.

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passive receivers

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104. Social media advertising is helpful to brand managers because consumers are __________.

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active receivers who send user generated content to both friends and advertisers

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An "active receiver" who is "delighted" with the brand advertised and sends messages to her online friends about the brand is referred to as a(n) __________.

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"evangelist"

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In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) __________ and (2) the characteristics of these visitors.

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the number of users or unique visitors to the website and the characteristics of these visitors

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Social Media are

answer

online media where users submit news, photos, and videos - often accompanied by a feedback process to identify "popular" topics.

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social media is also known as

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Web 2.0 and user generated content

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Web 2.0 is a term that describes

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the functionality of the World Wide Web that made possible the high degree of interactivity among users

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12. What is one way in which the Internet has changed, brought about by Web 2.0?

answer

Internet content can now be continuously modified by all users in a participatory fashion

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13. What is one way in which Web 2.0 media are different from traditional media?

answer

it involves online media where users submit or modify comments, photos, and videos.

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Epicurious is a website where recipes are posted by the site owner and individual cooks. Using a (p. 404) four-fork rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. What type of social media website most likely is Epicurious?

answer

a blog

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18. Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

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customer complaints and suggestions

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A website whose content is created and edited by the ongoing collaboration of end users is known as a

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wiki

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Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end (p. 404) result as a __________.

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sequential journey; single entry

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User generated content (UGC) refers to

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another term for social media

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Online content that is published on a publicly accessible website or social networking site is a (p. 404) criterion of

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UGC

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32. Social networks can be classified based on (1) __________ and (2) __________.

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media richness; self-disclosure

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In classifying social media, the degree of acoustic, visual, and personal contact between two (p. 404) communication partners is referred to as

answer

media richness

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Self-disclosure

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the degree to which a person's thoughts, feelings, likes, and dislikes are made public

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37. Media richness is __________ in face-to-face communication than telephone or e-mail

answer

higher

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The two-way flow of communication between a buyer and seller, often in a face-to-face (p. 430) encounter, designed to influence a person's or group's purchase decision is referred to as

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personal selling

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7. Personal selling include all of the following modes of communication EXCEPT:

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social networks such as Facebook

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Planning the selling program and implementing and evaluating the personal selling effort of (p. 430) the firm is referred to as __________.

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sales management

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10. The tasks involved in managing personal selling include all of the following EXCEPT:

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designing new direct sales promotions to generate new sales

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The tasks involved in managing personal selling include the following: (1) setting objectives; (2) (p. 430) organizing the salesforce; (3) recruiting, selecting, training, and compensating salespeople; and (4)

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evaluating the performance of individuals sales people

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13. "Everyone lives by selling something" was an observation made by __________.

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Robert Louis Stevenson

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Virtually every occupation that involves customer contact has an element of personal selling in it. The Bureau of Labor Statistics reports that about ________ people are employed in sales position in the U.S.

answer

14 million

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Personal selling

answer

Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) are the company in consumers' eyes; and (3) may play a dominant role in a firm's marketing program.

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17. Which of the following statements regarding the role of salespeople is most accurate?

answer

(1) identifying creative solutions to customer problems; (2) easing the customer buying process; and (3) following through after the sale.

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Relationship selling refers to

answer

the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.

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The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as __________.

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relationship selling

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21. The primary way in which relationship selling creates customer value is by

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maintaining a long-term relationship that allows for tailoring of solutions

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At which stage in the personal selling process would the salesperson obtain further information (p. 435- about the prospect and decide on the best method of contact?

answer

preapproach

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92. What would most likely occur at the preapproach stage in a business selling situation?

answer

The buying role of the prospect, important buying criteria, and the prospect's receptivity to a presentation would be determined.

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Identifying the buying role of the prospect would be typically done at the __________ stage of (p. 436) the personal selling process.

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preapproach

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preapproach stage involves

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Identifying the buying role of a prospect (for example, influencer or decision maker), important buying criteria, the prospect's receptivity to a formal or informal presentation, and the best time to contact.

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96. In the __________ stage of the personal selling process, the first impression is critical.

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approach

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In the __________ stage of the personal selling process, the cultural setting is very important for (p. 436) international sales.

answer

approach

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In many societies outside the United States, considerable time is devoted to nonbusiness talk (p. 436) designed to establish a rapport between buyers and sellers. This occurs during the __________ stage of the personal selling process.

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approach

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At the __________ stage in the personal selling process, a salesperson begins converting a (p.437) prospectintoacustomerbycreatingadesirefortheproductorserviceheorsheisselling.

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presentation

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The three major presentation formats exist:

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(1) stimulus-response format; (2) formula selling format; and (3) need-satisfaction format.

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All of the following are sales presentation formats EXCEPT:

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cold calling format

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A selling format that assumes that given the appropriate prompts by a salesperson, the (p.437) prospect will buy is referred to as a__________.

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stimulus-response presentation

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stimulus response

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asking for room for desert at wasabi

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A sales technique whereby complementary products are presented to a customer after the customer has demonstrated a desire and willingness to purchase a particular product is referred to as a __________.

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suggestive selling

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Suggestive selling is a form of ________.

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stimulus-response presentation

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A waitress at a TGI Friday's restaurant uses __________ when she asks a party if they would like (p.437) another round of drinks.

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suggestive selling

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suggestive selling

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offering an extended warranty

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A selling format that consists of information that must be provided in an accurate, thorough, and step by step manner to inform the prospect is referred to as a _________.

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formula selling presentation

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When Tracy went to work as a new sales rep for Paradise Candles, she was told to use the (p. 437) following speech in her sales presentations: "Hello, Mr./Ms. (customer name). My name is (your name here). I'm calling on behalf of Paradise Candles. We carry the best wax-burning mechanical candles available in the commercial decorating industry...." Paradise Candles instructed Tracy to use

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formula selling presentation

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A memorized, standardized message conveyed to every prospect is referred to as a __________.

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canned sales presentation

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Canned sales presentation drawback?

answer

allows little room for feedback from prospective customers

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The __________ is a selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers

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need-satisfaction presentation

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The __________ format, which emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building.

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need-satisfaction

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123. Two selling styles associated with the need-satisfaction presentation format are

answer

adaptive selling and consultative selling

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A need-satisfaction presentation format that involves adjusting the presentation to fit the selling (p. 437) situation, such as knowing when to offer solutions and when to ask for more information, is referred to as __________.

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adaptive selling

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Sales research and practice show that knowledge of the customer and sales situation are key (p.437) ingredients for__________.

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adaptive selling

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A need-satisfaction presentation format that focuses on problem identification, where the (p. 438) salesperson serves as an expert on problem recognition and resolution, is referred to as

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consultative selling

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Consultative selling style is very prominent in

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business-to-business marketing

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Sellers view a solution as a customized and integrated combination of products and services for meeting a customer's business needs. From a buyer's perspective, a solution is one that

answer

(1) meets their requirements, (2) is designed to uniquely solve their problem, (3) can be implemented, and (4) ensures follow-up.

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In the context of the personal selling process, excuses for not making a purchase commitment (p. 438) or decision are referred to as __________.

answer

objections

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there are six commonly used techniques to deal with objections

answer

acknowledge and convert the objection, postpone, agree and neutralize; accept the objection; denial; and ignore the objection

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There three major tasks involved in the implementation stage of the sales management process

answer

1) salesforce recruitment and selection, )2 salesforce training, and 3) salesforce motivation and compensation

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One of the most crucial tasks of sales management is __________; it begins with a carefully (p. 442) crafted job analysis.

answer

effective recruitment and selection of salespeople

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a study of a particular sales position, including how the job is to be performed and the tasks that make up the job.

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job analysis

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Information from a __________ is used to write a job description.

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job analysis

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A __________ is a written document that describes job relationships and requirements that (p. 442) characterize each sales position.

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job description

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A job description

answer

(1) to whom a salesperson reports; (2) how a salesperson interacts with (p. 442) other company personnel; (3) the customers to be called on; (4) the specific activities to be carried out; (5) the physical and mental demands of the job; and (6) the types of products and services to be sold.

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A job description is a written document that describes job relationships and requirements that (p. 442) characterize each sales position. Once established, the job description is then translated into a __________.

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statement of job qualifications

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The aptitudes, knowledge, skills, and a variety of behavioral characteristics considered necessary (p. 442) to perform a job successfully are contained in a __________.

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statement of job qualifications

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The ability to understand one's own emotions and the emotions of people with whom one (p. 443) interacts on a daily basis is referred to as __________.

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emotional intelligence

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There are five dimensions to emotional intelligence

answer

self-motivation; self-awareness; the ability to (p. 443) manage one's emotions and impulses; empathy; and social skills.

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232. Which of the following statements about salesforce training is most accurate?

answer

Whereas recruitment and selection of salespeople is a onetime event, salesforce training is an ongoing process that affects both new and seasoned salespeople

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233. Which type of salesforce training is the most popular type of training?

answer

on-the-job training

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Research indicates that there are four key factors involved with salesforce motivation

answer

(1) a clear job description; (2) effective sales management practices; (3) a personal need for achievement; and (4) proper compensation, incentives, or rewards will produce a motivated salesperson.

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The three commonly used compensation plans are:

answer

straight salary, straight commission, or a combo of salary and commission

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238. With a __________, a salesperson is paid a fixed fee per week, month, or year.

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straight salary compensation plan

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Advantages of a straight salary compensation plan is

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its easy to administer

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243. A disadvantage of a straight commission compensation plan is that

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it can discourage salespeople from providing customer service.

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244. A straight commission compensation plan is well-suited to sales positions where

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nonselling activities are minimal

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With a __________, a salesperson is paid a specified salary plus a commission on sales or profits (p. 444) generated.

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combination compensation plan

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249. Which of the following statements regarding salesforce compensation plans is most accurate?

answer

ineffective practices often lead to costly salesforce turnovers

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A __________ contains specific goals assigned to a salesperson, sales team, branch sales office, or (p. 444) sales district for a stated time period.

answer

sales quota

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_ refers to any marketing activity conducted though Internet networks to which (p. 420) consumer are continuously connected using a personal mobile device.

answer

mobile marketing

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Two unique capabilities of Internet technology, __________ and __________, promote and sustain (p. 456) customer relationships.

answer

interactivity and individuality

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Individuality and interactivity are important capabilities that marketers derive from Internet (p. 456) technology, and important building blocks for buyer-seller relationships. Companies should empower customers to

answer

(1) influence the timing and extent of the buyer-seller interaction and (2) have a say in the kind of products and services they buy, the information they receive, and in some cases, the prices they pay.

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Interactive marketing refers to

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the two way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller

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With interactive marketing

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the buyer controls the kind and amount of info received from the seller

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Interactive marketing is characterized by

answer

sophisticated choiceboards

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An interactive, Internet-enabled system that allows individual customers to design their own (p. 456) products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a __________.

answer

choiceboard

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A process that automatically groups people with similar buying intentions, preferences, and (p.456) behaviors and then predicts future purchases is referred to as__________.

answer

collaborative filtering

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Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a (p. 456) buyer in __________.

answer

real time

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Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a (p. 456) buyer in __________.

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real time

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When you view a selection at Amazon.com and see "Customers who bought this (item) also (p. 456) bought....", you are seeing the application of __________.

answer

Collaborative filtering

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The solicitation of a consumer's consent (called opt-in) to receive e-mail and advertising based (p.457) on personal data supplied by the consumer is referred to as _________

answer

permission marketing

question

The solicitation of a consumer's consent to receive e-mail and advertising based on personal (p.457) data supplied by the consumer is called

answer

opt-in

question

The term __________ refers to the ability of consumers to stop or change the kind, amount, or (p.457) timingofinformationsenttothemaboutproductsorbrands.

answer

opt out

question

From an interactive marketing perspective, __________ is defined as the sum total of the (p.457) interactionsacustomerhaswithacompany'swebsitefromtheinitiallookatahomepage through the entire purchase decision process.

answer

customer experience

question

Marketers produce a customer experience through seven website design elements:

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(1) context; (2) content; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.

question

72. In terms of the online customer experience, context refers to

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a website's asthetic appeal and functional look and feel

question

Travel websites like Priceline.com are designed to be __________-oriented, with emphasis on (p. 458) destinations, scheduling, and prices.

answer

functionally

question

77. In terms of the online customer experience, content refers to

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all the digital info on a website - text, video, audio , and graphics

question

The ability of a website to modify itself to, or be modified by, each individual user is referred to (p.458) as__________.

answer

customization

question

A virtual __________ is a social network of individuals who interact through user-to-user (p. 459) communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.

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community

question

website that provides the ability to conduct sales transactions for products and services (p.459) emphasizes the __________ design element.

answer

commerce

question

99. The amount of time per month that visitors spend on a company's website is referred to as

answer

stickiness

question

Most websites do not include every design element. Websites that are used primarily for (p. 459) advertising and promotion purposes emphasize the __________ design element.

answer

communication

question

The blending of different communication and delivery channels that are mutually reinforcing in (p. 467) attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.

answer

multichannel marketing

question

Two general applications of websites exist based on their intended purpose

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(1) transactional websites and (2) promotional websites.

question

A(n) __________ website is essentially an electronic storefront with the primary purpose of (p. 467) converting an online browser into an online, catalog, or in-store buyer.

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transactional

question

219. When manufacturers market their product lines using transactional websites, they often

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cooperate with marketplace retailers to share fulfillment and sales

question

A significant threat arising from the introduction of an Internet channel and the potential harm (p.467) totraderelationshipswiththeirretailingintermediariesisreferredtoas__________.

answer

channel conflict

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