Q&A Hero

Q: 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.a. text ad b. active adc. banner ad d. pop-up ad

Q: In the _____ stage of customer relationship life cycle, customers develop a fierce loyalty or a strong preference for products or brands of a company.a. separation b. commitmentc. exploration d. familiarity

Q: Online and offline customer contact points are often called _____.a. business interfaces b. touchpointsc. distribution channels d. spiders

Q: 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.a. routiners b. surfersc. sportsters d. connectors

Q: A _____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.a. trigger word b. shopping cartc. marketspace d. padlock

Q: The _____ provides a communication mode that is an intermediate step between mass media and personal contact.a. telephone b. Webc. newspaper network d. television network

Q: Customers' perceptions of a product are called the product's _____.a. brand b. attributesc. marketing mix d. Web logs

Q: The _____ element of the marketing mix is the physical item or service that a company is selling.a. principle b. pricec. product d. promotion

Q: The fees charged for domain name hosting are much higher than those for hosting an active Web site. a. True b. False

Q: Obtaining identifiable names to use on the Web can be an important part of establishing a Web presence. a. True b. False

Q: 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. a. True b. False

Q: 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. a. True b. False

Q: 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. a. True b. False

Q: Spam wastes time and storage space on servers and individuals' computers, and it consumes bandwidth on the Internet. a. True b. False

Q: Rational branding relies on a broad emotional appeal. a. True b. False

Q: Viral marketing strategies have always been developed with the assumption that the company would communicate with potential customers directly. a. True b. False

Q: Branded products are difficult to advertise and promote. a. True b. False

Q: 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. a. True b. False

Q: What is the difference between the personal contact model of communicating on the Web and the mass media approach?

Q: List the guidelines that must be followed by Web designers when creating a Web site that is intended to meet the specific needs of customers.

Q: What are the accessibility goals that organizations should conform to for designing business Web sites?

Q: List the reasons why people visit Web sites.

Q: What are the business objectives of creating an effective online presence?

Q: The process of providing customers access to a company's products through a coordinated presence in multiple distribution channels is called _____.

Q: In the _____ communication model, both the buyer and the seller participate actively in the exchange of information.

Q: The defining characteristic of the _____ promotion process is that the seller is active and the buyer is passive.

Q: The personal contact approach to identifying and reaching customers is sometimes called _____.

Q: In the _____ model, a firm's employees individually search for, qualify, and contact potential customers.

Q: Putting the customer at the center of all site designs is called a(n) _____ approach to Web design.

Q: A regular program of _____ can help organizations identify navigation issues on their Web sites and resolve them.

Q: Even when products are commodity items, the _____ element can be a powerful differentiating factor for which a customer will pay extra.

Q: The catalog-based revenue model is also called the _____.

Q: An organization's _____ is the public image it conveys to its stakeholders.

Q: The _____ of a firm include its customers, suppliers, employees, stockholders, neighbors, and the general public.

Q: Two or more companies who have joined forces to undertake an activity over a long period of time are said to have created a(n) _____.

Q: _____ can occur whenever sales activities on a company's Web site interfere with its existing sales outlets.

Q: _____ is the ability to obtain bank, investment, loan, and other financial account information from multiple Web sites and display it all in one location at the bank's Web site.

Q: Online stock brokerage firms use a(n) _____ revenue model.

Q: The removal of an intermediary, such as a human agent, from a value chain is called _____.

Q: In a(n) _____ revenue model, subscribers pay a fee, but also accept some level of advertising.

Q: A(n) _____ is a listing of hyperlinks to Web pages.

Q: A(n) _____ almost always includes a Web directory or search engine, but it also includes other features that help visitors find what they are looking for on the Web and thus make the Web more useful.

Q: A(n) _____ is a site that people use as a launching point to enter the Web.

Q: Visitors to Web sites are often reluctant to provide demographic information because of _____.

Q: The set of characteristics that marketers use to group visitors is called _____.

Q: _____, a business-focused publisher of newspapers such as The Wall Street Journal and Barron's, was one of the first publishers to create a Web site for selling subscriptions to digitized newspaper, magazine, and journal content.

Q: Each different pathway to customers is called a(n) _____.

Q: A(n) _____ is a graphic image built from customer measurements on which the customer can try clothes.

Q: According to Jeff Bezos, founder of Amazon.com, the _____ refers to markets that are too small to justify a mass media campaign, yet too large to cover using personal contact.a. hard middle b. demographic marketc. niche d. mass market

Q: Personal contact and mass media approaches are often called _____.a. communication modes b. market strategiesc. marketing segments d. media destination modes

Q: _____ are advertising efforts directed to a known recipient and include mail, telephone calls, and e-mail.a. Social media b. Personal contactsc. Addressable media d. Broadcast networks

Q: In the _____ approach, firms prepare advertising and promotional materials about the firm and its products or services and broadcast them to potential customers.a. mass media b. Webc. personal contact d. word-of-mouth

Q: _____ is an important element of creating an effective Web presence.a. Usability b. Cannibalizationc. Inflexibility d. Disintermediation

Q: Two pioneers of usability testing are _____ and Jakob Nielsen.a. Hickory Farms b. Ben Shneidermanc. J.C. Penney d. Aaron Montgomery

Q: _____ is the testing and evaluation of a site by its owner to ensure ease of use for site visitors.a. Prototyping b. Archetypingc. Usability testingd. Grey-box testing

Q: In the context of accessibility, one of the best ways to accommodate a broad range of visitor needs is to build _____ into the Web site's interface.a. flexibility b. virtual modelsc. conflict d. presence

Q: A key goal for the Web sites of many not-for-profit organizations is _____.a. account aggregation b. information disseminationc. bill presentment d. multiple marketing

Q: A(n) _____ service provides an electronic version of an invoice with all of the details that would appear in the printed document.a. information dissemination b. prospectingc. account aggregation d. bill presentment

Q: Many clothing Web sites offer virtual models on which customers can try clothes, such services are referred to as virtual _____.a. fitting rooms b. channelsc. hosts d. memories

Q: Channel conflict is also referred to as _____.a. Web conflict b. account aggregationc. cannibalization d. knock down

Q: _____ tend to have large up-front costs. Once those costs are incurred, additional units can be made at very low additional cost.a. Appliances b. Newspapers and magazinesc. Automobiles d. Digital products

Q: Identify the force preventing U.S. professionals from extending their practices on the Web.a. The "Law on the Web" site b. The laws of the statec. The presence of a fee-for-service revenue model d. The lack of online jurisdiction

Q: Companies using _____ revenue model charge a fee based on the value of the service provided on the Web.a. Web catalog b. fee-for-servicec. fee-for-transaction d. mail order

Q: The _____ is an intelligent agent program that learns the customer's preferences and makes suggestions.a. personal shopper b. digital directoryc. Web catalog d. virtual index

Q: An approach where free content is available up to a point at which fees begin, is called a _____.a. bill presentment b. paywallc. disintermediation d. personal shopper

Q: In the context of professional services using a fee-for-service revenue model, _____ was a pioneer in offering online therapy to patients in the United States.a. CPA Directory b. Cope Todayc. Dow Jones d. Salon.com

Q: The introduction of a new intermediary, such as a fee-for-transaction Web site, into a value chain is called _____.a. disinterment b. reintermediationc. reinterpretation d. disintermediation

Q: Online stock brokerage firms use a(n) _____ revenue model, which allows them to charge their customers a commission for each trade executed.a. fee-for-service b. fee-for-transactionc. information sales d. catalog

Q: The New York Times and The Wall Street Journal use the _____ revenue model.a. advertising-subscription mixed b. advertising-supportedc. fee-for-service d. multiple-marketing channel

Q: The _____ of a Web site is its ability to keep visitors at the site and attract repeat visitors.a. image b. presencec. stickiness d. usability

Q: _____ offers a variety of information services for lawyers and law enforcement officials, court cases, public records, and resources for law libraries.a. ProQuest b. LexisNexisc. Dow Jones d. EBSCO

Q: One problem that the Web presents for clothing retailers of all types is that _____. a. customers are unwilling to buy clothing on-line b. the color settings on computer monitors vary widely c. the Web catalog revenue model is not flexible d. online retail sales are not cost-effective

Q: A revenue model where the seller establishes a brand image, and then uses the strength of that image to sell through printed information mailed to prospective buyers, who place orders by mail or telephone is called the _____ model.a. digital content b. Web catalogc. catalog d. mass media

Q: The defining characteristic of the mass media promotion process is that the seller is active and the buyer is passive. a. True b. False

Q: Business-to-business sellers are passive adopters of the Web catalog model. a. True b. False

Q: Companies change their revenue models to meet the needs of the new and changing Web users. a. True b. False

Q: When customers buy a product, they are also buying the service element included with that product. a. True b. False

Q: The Internet is not a mass medium, even though a large number of people now use it and many companies seem to view their Web sites as billboards or broadcasts. a. True b. False

Q: A good Web site design can provide many image-creation and image-enhancing features very effectivelyit can serve as a sales brochure, a product showroom, a financial report, an employment ad, and a customer contact point. a. True b. False

Q: An organization's Web presence is of lesser importance than its presence in the physical world. a. True b. False