Q&A Hero

Q: An independent exchange is a B2B marketplace model. a. True b. False

Q: In the past, one of the major advantages of VANs was the low cost of its application. a. True b. False

Q: In the past, most value-added networks (VANs) did not require an enrollment fee. a. True b. False

Q: Electronic data interchange (EDI) increases the paper flow and disperses the interchange of information among departments within a company. a. True b. False

Q: The Data Interchange Standards Association (DISA) and the EDI for Administration, Commerce, and Transport (UN/EDIFACT) group were successful in developing a common set of international standards for electronic data interchange. a. True b. False

Q: The American National Standards Institute (ANSI) does not set standards, but maintains procedures for the development of national standards and accredits committees that follow those procedures. a. True b. False

Q: Electronic receipts returned from AS2 transmissions used in the exchange of EDI transactions fail to establish nonrepudiation. a. True b. False

Q: Electronic data interchange (EDI) was the first form of electronic commerce to be widely used in business. a. True b. False

Q: Industry-specific data interchange standards were used to exchange data between companies in different industries. a. True b. False

Q: Many industry value chains no longer consist of a single sequence of companies linked in a single line but include many parallel lines that are interconnected in a web or network configuration. a. True b. False

Q: States can reduce the cost of providing services by using Web technologies to serve their stakeholders. a. True b. False

Q: The use of Internet technologies in sourcing activities is called e-sourcing. a. True b. False

Q: Direct materials that companies buy on a recurring basis are called MRO supplies. a. True b. False

Q: Businesses make a distinction between direct and indirect materials. a. True b. False

Q: Large companies usually assign responsibility for purchasing direct and indirect materials to the same department. a. True b. False

Q: The network purchasing model has one hierarchically structured firm negotiating purchase terms with several similarly structured supplier firms, playing each supplier against the others. a. True b. False

Q: A purchasing or logistics strategy that works this year may not work next year. a. True b. False

Q: An important characteristic of purchasing, logistics, and support activities is flexibility. a. True b. False

Q: A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic that includes a link to the advertiser's Web site. a. True b. False

Q: The cost of acquiring a new customer is less than the cost of retaining an existing one. a. True b. False

Q: The benefits of acquiring new visitors are the same for all Web businesses irrespective of different revenue models used. a. True b. False

Q: Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth. a. True b. False

Q: Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services. a. True b. False

Q: The reason that one-to-one marketing and usage-based segmentation are so valuable is that they help to strengthen companies' relationships with their customers. a. True b. False

Q: One goal of marketing is to create strong relationships between a company and its customers. a. True b. False

Q: Touchpoint is a term for words used to prompt a visitor to stay and investigate the products or services offered on a site. a. True b. False

Q: On the Web, retailers can provide separate virtual spaces for different market segments. a. True b. False

Q: Mass media offers the highest level of trust. a. True b. False

Q: A disadvantage of using the Web to communicate with potential customers is that it does not offer the cost savings of mass media. a. True b. False

Q: Media selection can be critical for an online-only firm because it does not have a physical presence. a. True b. False

Q: The price element of the marketing mix is a company's cost of producing a product. a. True b. False

Q: In the context of the four Ps of marketing, the issue of place is the need to have products or services available in many different locations. a. True b. False

Q: The promotion element of the marketing mix includes any means of spreading the word about the product. a. True b. False

Q: Identify the three elements of branding.

Q: When does technology-enabled relationship management occur?

Q: Identify the five stages of customer loyalty.

Q: Describe the use of trigger words in attracting visitors to a Web site.

Q: When would a product-based marketing strategy be used?

Q: Hidden keywords that are visible to spiders are enclosed in an HTML tag set called _____.

Q: A(n) _____ is a Web site that helps people find things on the Web.

Q: 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.

Q: 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) _____.

Q: _____ marketing relies on existing customers to tell other peoplethe company's prospective customersabout the products or services they have enjoyed using.

Q: In the context of measuring Web audiences, if a visitor loads a page that contains an ad, the page load is called a(n) _____.

Q: Each page loaded by a visitor to a Web site counts as a(n) _____.

Q: 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 _____.

Q: _____ prevents banner ads and pop-up ads from loading.

Q: A(n) _____ is an ad that appears in its own window when the user opens or closes a Web page.

Q: The standard banner sizes that most Web sites have voluntarily agreed to use are called _____ ad formats.

Q: The _____ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective Internet advertising.

Q: 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 _____.

Q: Using the five stages of customer loyalty to create groups of customers that are in each stage is called _____.

Q: In the context of life-cycle segmentation, Claritas built _____ which identifies the demographic characteristics of people by neighborhood.

Q: 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.

Q: In the _____ stage of customer loyalty, potential customers learn more about a company or its products.

Q: Of the six behavior-based categories of Internet users, _____ are in search of a good deal.

Q: Of the six behavior-based categories of Internet users, _____ seek convenience.

Q: Behavioral segmentation based on things that happen at a specific time is called _____.

Q: In general, the creation of a separate experience for customers based on their behavior is called _____.

Q: The highly customized approach to offering products and services that match the needs of a particular customer is called _____.

Q: Identifying specific portions of a market and targeting them with specific advertising messages is called _____.

Q: 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 _____.

Q: A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.

Q: In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) _____ company.a. advertising b. marketingc. not-for-profit d. sponsoring

Q: On social media Web sites, followers of a particular company's discussion activity are called _____.a. fans b. hostsc. spiders d. affiliates

Q: Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain brands.a. permitted b. perceivedc. rational d. emotional

Q: According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer.a. marketing strategy b. brandc. banner ad d. product

Q: _____ is the degree to which a product offers utility to a potential customer.a. Differentiation b. Relevancec. Perceived value d. Brand

Q: According to researchers Young & Rubicam, one of the key elements of a brand is _____.a. marketspace b. stylec. perceived value d. micromarketing

Q: _____ is the first condition that must be met to create a product or service brand.a. Product differentiation b. Perceived valuec. Relevance d. Permission marketing

Q: Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____.a. marketspace b. marketplacec. marketstore d. marketsector

Q: Technology-enabled relationship management is often called _____.a. business intelligence managementb. customer relationship managementc. vendor relationship managementd. domain name management

Q: The information that a Web site can gather about its visitors is called a _____.a. clickstream b. data minec. return path d. touchpoint

Q: The _____ rate of an advertising method is the percentage of recipients who respond to an ad or promotion.a. trigger b. click-throughc. retention d. conversion

Q: The practice of sending e-mail messages to people who request information on a particular topic or about a specific product is called _____.a. junk e-mail b. spam e-mailc. opt-in e-mail d. bulk e-mail

Q: Some Web pages have banner ads that continue to load and reload as long as the page is open in the visitor's Web browser. Each time the banner ad loads is a(n) _____.a. view b. countc. impression d. click

Q: The first time that a particular visitor loads a Web site page is called a(n) _____.a. trial visit b. ad viewc. repeat visit d. page view

Q: A(n) _____ occurs when a visitor requests a page from a Web site.a. impression b. visitc. click-through d. index

Q: _____ generate graphical activity that "floats" over the Web page itself instead of opening in a separate window.a. Interstitial ads b. Active adsc. Pop-up ads d. Skyscraper ads

Q: A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page.a. leaderboard ad b. text adc. skyscraper ad d. active ad