opim ch.4 – Flashcard
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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 trust.
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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
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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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A key element in any email marketing strategy is to obtain customers' approvals before sending them any email 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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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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Rational branding relies on a broad emotional appeal.
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false
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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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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
