Assignment4题库chap4

Assignment4题库

True/False

Indicate whether the statement is true or false.

__T__ 1. When creating a marketing strategy, managers must consider both the nature of their pro ducts and the nature of their potential customers.

__F__ 2. Companies have always found it relatively easy to get the right products to the right plac es at the best time to sell them.

__T__ 3. In the four Ps of marketing, the issue of place is the need to have products or services av ailable in many different locations.

__F__ 4. In a virtual world, companies can convey a large part of their message by the way they c onstruct buildings and design their floor space.

__F__ 5. Using the Web to communicate with potential customers offers many of the cost savings of mass media but none of the advantages of personal contact selling.

__F__ 6. Mass media offers the highest level of trust.

__T__ 7. Media selection is critical for an online firm because it does not have a physical presence .

__T__ 8. On the Web, retailers can provide separate virtual spaces for different market segments.

__F__ 9. “Clickwords” is a term for words used to prompt a visitor to stay and investigate the p roducts or services offered on a site.

__T__ 10. One goal of marketing is to create strong relationships between a company and its custo mers.

__T__ 11. The reason that one-to-one marketing and usage-based segmentation are so valuable is t hat they help to strengthen companies relationships with its customers.

__T__ 12. Good customer experiences can help create an intense feeling of loyalty toward the co mpany and its products or services.

__T__ 13. Companies want to see customers move into the separation stage only if they are costin g more to serve than they are worth.

__F__ 14. The benefits of acquiring new visitors are the same for Web businesses with different re venue models.

__F__ 15. A banner ad is a small rectangular object on a Web page that displays a stationary or mo ving graphic without a hyperlink to the advertiser.

__T__ 16. A key element in any e-mail marketing strategy is to obtain customers’ approvals befo re sending them any e-mail that includes a marketing or promotion message.

__F__ 17. Branded products are more difficult to advertise and promote.

__T__ 18. Product differentiation is the first condition that must be met to create a product service or brand.

__F__ 19. Emotional branding works well on the Web.

__T__ 20. If a brand has established that it is different from competing brands and that it is releva nt and inspires a perception of value to potential purchasers, those purchasers will buy the product and become familiar with how it provides value.

__F__ 21. Rational branding relies on a broad emotional appeal.

__F__ 22. Transferring existing brands to the Web or using the Web to maintain an existing brand is much more expensive than creating an entirely new brand.

__T__ 23. The Web expands the types of communication channels available.

__T__ 24. Web site designers can specify additional key words in the page that are hidden from th e view of Web site visitors, but are visible to spiders.

__F__ 25. The weighting of the factors that search engines use to decide which URLs appear first on searches for a particular search term is called search engine directory.

__T__ 26. Obtaining identifiable names on the Web is an important part of establishing a Web pres ence.

__F__ 27. The fees charged for domain name hosting are much higher than that charged for hostin g an active Web site.

__T__ 28. Companies often buy more than one domain name.

__F__ 29. The cost of acquiring a new customer is less than the cost of retaining one.

__F__ 30. Rich media ads are less intrusive than pop-up ads.

Multiple Choice

Identify the choice that best completes the statement or answers the question.

__c__ 31. The four Ps of marketing include ____.

a.product, principle, place, and price c. place, promotion, product, and price

b. product, principle, promotion, and price d. principle, place, price, and promotion

__c__ 32. In the four Ps of marketing, the issue of place is also called ____.

a. location c. Distribution

b. delivery d. marketing mix

__a__ 33. One company using a product-based marketing strategy is ____.

a. Staples c. MasterCard

b. AltaVista d. https://www.360docs.net/doc/961804848.html,

__b__ 34. The Web is a(n) ____ step between mass media and personal contact.

a. first c. virtual

b. intermediate d. mandatory

__b__ 35. Market ____ are usually defined in terms of demographic characteristics such as age, ge nder, marital status, income level, and geographic location.

a. principles c. courses

b. segments d. researches

__b__ 36. A(n) ____ is the part of a Web site that keeps track of selected items for purchase and a utomates the purchasing process.

a. trigger word c. marketspace

b. shopping cart d. padlock

__d__ 37. One group of active Internet users, ____, are intensive users of chat rooms, instant mess aging services, electronic greeting card sites, and Web-based e-mail.

a. routiners c. sportsters

b. surfers d. connectors

__b__ 38. Online and offline customer contact points are often called ____.

a. page views c. trigger words

b. touchpoints d. spiders

__b__ 39. The total amount of money that a site spends, on average, to draw one visitor to the site is called ____.

a. CPM c. conversion cost

b. acquisition cost d. retention cost

__b__ 40. Customers who return to the site one or more times after making their first purchases ar e called ____.

a. sponsors c. shoppers

b. retained customers d. crawlers

__c__ 41. The costs of inducing customers to return to a Web site and buy again are called ____.

a. CPMs c. retention costs

b. acquisition costs d. conversion costs

__a__ 42. A(n) ____ coordinates ad sharing so that other sites run one company’s ad while that co mpany’s site runs other exchange members’ ads.

a. banner exchange network c. banner replacement network

b. banner discount network d. banner link network

__b__ 43. A(n) ____ occurs when a visitor requests a page from the Web site.

a. page load c. page access

b. visit d. index

__a__ 44. The pricing metric for measuring Web site advertising is ____.

a. CPM c. CME

b. ACT d. CEM

__a__ 45. The first time that a particular visitor loads a Web site page is called a(n) ____.

a. trial visit c. repeat visit

b. fresh visit d. page visit

__c__ 46. 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 c. impression

b. count d. click

__b__ 47. When a visitor clicks a banner ad to open the advertiser's page, that action is called a(n) ____.

a. click-on c. banner access

b. click-through d. impression

__a__ 48. A large banner ad called a(n) ____ is designed to be placed on the side of a Web page an d remain visible as the user scrolls down the page.

a. skyscraper ad c. scroll ad

b. tower ad d. vertical banner

__b__ 49. ____ ads generate graphical activity that "float" over the Web page instead of opening i n a separate window.

a. Interstitial c. Pop-up

b. Active d. Float

__c__ 50. The marketing strategy that includes the practice of sending e-mail messages to people who have requested information on a particular topic or product is part of ____ marketing.

a. active c. permission

b. conversion d. passive

__d__ 51. The ____ rate of an advertising method is the percentage of recipients who respond to a n ad or promotion.

a. trigger c. retention

b. click-through d. conversion

__a__ 52. ____ relationship management occurs when a firm obtains detailed information about a customer's behavior, preferences, needs, and buying patterns and uses that information to set price s, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relati onship with that customer.

a. Technology-enabled c. Product-based

b. Communication-enabled d. Relationship-based

__b__ 53. Technology-enabled relationship management is often called ____.

a. relationship management

b. customer relationship management

c. automated relationship management

d. domain name management

__a__ 54. The information that a Web site can gather about its visitors is called a(n) ____.

a. clickstream c. marketing mix

b. ad view d. occasion segmentation

__a__ 55. Researchers Jeffrey Rayport and John Sviolka distinguish between commerce in the phy sical world, and commerce in the information world, which they term the ____.

a. marketspace c. marketstore

b. marketplace d. marketmall

__d__ 56. In the information world's marketspace, digital products and services can be delivered t hrough ____.

a. US mail c. UPS

b. Federal Express d. the Internet

__c__ 57. One of the key elements of a brand is ____.

a. marketspace c. perceived value

b. style d. micromarketing

__a__ 58. ____ is the first condition that must be met to create a product or service brand.

a. Product differentiation c. Relevance

b. Perceived value d. Permission marketing

__b__ 59. "Is this product or service good?" implies the brand element of ____.

a. differentiation c. relevance

__b__ 60. According to Ted Leonhardt, a(n) ____ is an emotional shortcut between a company an d its customer.

a. marketing mix c. banner ad

b. brand d. product

__b__ 61. ____ is the degree to which the product offers utility to a potential customer.

a. Differentiation c. Perceived value

b. Relevance d. Brand

__d__ 62. Companies have traditionally used ____ appeals in their advertising and promotion effo rts to establish and maintain brands.

a. permitted c. rational

b. perceived d. emotional

__a__ 63. ____ appeals work well on television, radio, and in printed media, because the ad target s are in a passive mode of information acceptance.

a. Emotional c. Rational

b. Perceived d. Permitted

__c__ 64. Companies that use ____ branding offer to help Web users in some way in exchange for their viewing an ad.

a. emotional c. rational

b. perceived d. permitted

__a__ 65. ____ relies on the cognitive appeal of the specific help offered, not on a broad emotiona l appeal.

a. Rational branding c. Cognitive branding

b. Emotional branding d. Market appeal

__b__ 66. In ____ marketing, one firm's Web site includes descriptions, reviews, ratings, or other i nformation about a product that is linked to another firm's site that offers the item for sale.

a. leveraging c. joint

b. affiliate d. cooperative

__a__ 67. The company’s ____ should always be included on product packaging and in mass medi a advertising on radio, television, and in print.

a. URL c. shipping address

b. history d. business model

__a__ 68. A(n) ____ saves the expense of handling inventory, advertising and promoting the prod uct, and processing the transaction.

a. affiliate c. sponsor

__d__ 69. When visitors click a link on the affiliate's Web page, a donation is made by a(n) ____ c ompany.

a. advertising c. not-for-profit

b. marketing d. sponsoring

__b__ 70. A method for calculating affiliate commissions based on the number of visitors converte d to customers is a(n) ____.

a. click model c. click-through model

b. pay-per-conversion model d. life-cycle model

Completion

Complete each statement.

71. The total of all financial costs that the customer pays (including all transaction costs) to obtain the product, subtracted from the benefits that a customer derives from the product, yields the custo mer __________value__________.

72. A(n) __________marketing__________ mix is the combination of elements a company uses t o achieve their goals for selling and promoting their products and services.

73. Identifying specific portions of a market and targeting them with specific advertising messages is called market __________segmentation__________.

74. The highly customized approach to offering products and services that match the needs of a pa rticular

customer is called __________one-to-one / 1 to 1 / one to one / 1-1__________ marketing.

75. In general, the creation of a separate experience for customers based on their behavior is called _____________behavioral segmentation____________.

76. When the behavioral segmentation is based on things that happen at a specific time, behavioral segmentation is sometimes called __________occasion__________ segmentation.

77. Of the six behavior-based categories of Internet users, __________Routiners__________ retur n to the same sites over and over again.

78. Of the six behavior-based categories of Internet users, __________bargainers__________ are always in search of a good deal.

79. In the __________exploration__________ stage of customer loyalty, potential customers learn more about the company

or its products.

80. Customers who have completed several transactions and are aware of the company's policies r egarding returns, credits, and pricing flexibility are in the __________familiarity__________ stag e of their relationship with the company.

81. One of the first segment marketing databases (created by Claritas in the 1970s) was named __________PRIZM__________.

82. Using the five stages of customer loyalty to create groups of customers in each stage is called ___________life-cycle / life cycle_________ segmentation.

83. Conversion cost includes __________acquisition__________ cost.

84. The _______________Interactive Advertising Bureau(IAB)_______________ is a not-for-pro fit organization that promotes the use of Internet advertising and encourages effective Internet adv ertising.

85. The standard banner sizes that most Web sites have voluntarily agreed to use are called a(n) ________________interactive marketing unit / IMU______________ ad formats.

86. The pricing metric in which payment is calculated on each thousand persons in the estimated a udience is called __________cost per thousand / CPM__________.

87. Each page loaded by a visitor to a Web site counts as a(n) _________page view___________.

88. When measuring banner ad cost and effectiveness, if a visitor loads a page that contains an ad, the page load is called a(n) __________ad view / advertisement view__________.

89. A(n) __________pop-up /pop up__________ ad is an ad that appears in its own window when the user opens or closes a Web page.

90. Users who object to pop-up ads have responded by using __________ad-blocking /

ad blocking__________ software.

91. Commerce in the physical world is called marketplace while commerce in the information wor ld is called __________marketspace / market space__________.

92. When Web sites extend their dominant positions to other products and services, this strategy is called __________brand leveraging__________.

93. A(n) __________affiliate program__________ broker is a company that serves as a clearingho use or marketplace for sites that run affiliate programs.

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

Web.

95. Key words in an HTML document, which are visible to spiders, are enclosed in HTML tags ca lled __________META / meta__________ tags.

Essay

96. When would you use a product-based marketing strategy?

When customers are likely to buy items from particular product categories, or are likely to think of their needs in terms of product categories,this type of product-based organization makes sense.

97. When does technology-enabled relationship management occur?

Technology-enabled relationship management occurs when a firm obtains detailed informatio n about a customer's behavior, preferences, needs, and buying patterns, and uses that information t o set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its e ntire relationship with that customer.

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

For years, Digital Equipment Corporation (DEC) was a leading manufacturer of midrange co mputers. When the market for computing shifted to personal computers, DEC found that its brandi ng did not transfer to the personal computers that it produced. The consumers in that market did n ot see the same perceived value or differentiation in DEC's personal computers that the buyers of midrange computers had seen for years.

99. A study conducted by McKinsey & company examined the online behavior of 50,000 active In ternet users and identified six different groups. Provide a brief description of the following categor ies: Simplifiers, Surfers, Connectors, and Sportsters.

Simplifiers: are users who like convenience. They are attracted by sites that make doing busi ness easier, faster, or otherwise more efficient than is possible in the physical world.

Surfers: use the Web to find information, explore new ideas, and shop. They like to be enterta ined,and they spend far more time on the Web than other people.

Connectors: use the Web to stay in touch with other people. They are intensive users of chat r ooms, instant messaging services, electronic greeting card sites, and Web-based e-mail.

Sportsters: are similar to Routiners, but they tend to spend time on sports and entertainment si tes rather than news and financial information sites.

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

The first is to use a banner exchange network. A banner exchange network coordinates ad sha ring so that other sites run one company’s ad while that company’s site runs other exchange memb er’s ads. The second way that businesses can place their banner advertising is to find Web sites tha t appeal to one of the company’s market segments and then pay those sites to carry the ads. A third way to place banner advertising is to use a banner advertising network. A banner advertising netw ork acts as a broker between advertisers and Web sites that carry ads.