Question:

Very few companies outsource their e-mail-processing operations.

Response:

User answer  

False Most small or medium-size companies out- source their e-mail-processing operations.

Score 1 of 1

Question:

Companies are using various types of online ads, including __ to promote their sites to potential
customers.

Response:

banners

pop-ups

pop-behinds

interstitials

None of these

Some of these

All of these

Score 1 of 1

Question:

Promoting any company’s Web presence should be an integral part of brand development and
maintenance.

Response:

User answer

True
Score 1 of 1

Question:

Marketers want to make sure that when a potential customer enters search terms that relate to their
products or services, their companies’ Web site URLs appear among the first screen of the returned
listings. This can be achieved using ___.

Response:

high ranking

viral marketing

pay-per-click

differentiation

relevance

Score 1 of 1

Question:

In the ___ model, the affiliate earns a commission each time a site visitor clicks the link and loads the
seller’s page.

Response:

pay-per-click

perceived value

cause marketing

affiliate marketing

branding

CPM

Score 1 of 1

Question:
Market segmentation using geographic, demographic, and psychographic information can work as
well on the Web as it does in the physical world.

Response:

User answer

True

Score 1 of 1

Question:

Companies are using the Internet to engage in meaningful dialogs with their customers like using .

Response:

e-mail

Marketing mix management

Occasion segmentation

Geographic segmentation

Search engine ranking

Marketspace management

Score 1 of 1

Question:

Technology enabled customer relationship management can provide better returns for businesses on
the Web than the traditional unaided approaches of market segmentation and micromarketing.

Response:

User answer

True

Score 1 of 1

Question:
For many Web businesses, the conversion cost is greater than the profit earned on the average sale
(or the average first sale).

Response:

User answer

True

Score 1 of 1

Question:

An important goal of any marketing strategy should be to move customers into the seperation stage
as rapidly as possible and keep them there as long as possible.

Response:

User  
answer

False An important goal of any marketing strategy should be to move customers into the commitment st
there as long as possible.

Score 1 of 1

Question:

Customers who have completed several transactions and are aware of the company’s policies
regarding returns, credits, and pricing flexibility are in the ___ stage of their relationship with the
company.

Response:

familiarity

awareness

exploration

commitment

Score 1 of 1

Question:
Marketers are attempting to create and maintain brands on the Web by using emotional branding.

Response:

User answer  

False Marketers are attempting to create and maintain brands on the Web by using rational brand

Score 1 of 1

Question:

Some companies have faced legal action for displaying simple banner ads.

Response:

User answer

True

Score 1 of 1

Question:

Web can create new opportunities for creative pricing and price negotiations through

Response:

online auctions

reverse auctions

Some of these

Feedback:

Spider (bot)?

All of these

Spider (bot)

Score 1 of 1

Question:
Customers who have reached the ___ stage and are often willing to tell others about how happy they
are with their interactions.

Response:

commitment

familiarity

awareness

exploration

Score 1 of 1

Question:

Connectors return to the same sites over and over again.

Response:

User answer  

False Routiners return to the same sites over and over again.

Score 1 of 1

Question:

___ ads contain moving graphics and usually include audio and video elements.

Response:

Rich media

Interstitial

Banner

PPC

CPM

Score 1 of 1
Question:

Trigger words prompt a customer in ___ mode to stay and investigate the products or services offered
on the site.

Response:

browser

buyer

shopper

All of these

Some of these

None of these

Score 1 of 1

Question:

The ___ provides a clear structure for evaluating specific strategy elements.

Response:

funnel model

customer lifecycle

Score 1 of 1

Question:

By effective web-communication companies can identify and reach the largest possible number of
qualified customers.

Response:

User answer

True
Score 1 of 1

Question:

The ultimate in shopping cart convenience is the 1-Click feature offered by Amazon.com, which allows
customers to purchase an item with a single click.

Response:

User answer

True

Score 1 of 1

Question:

Geographic segmentation uses ___ to group customers.

Response:

age

family size

income

None of these

All of these

Some of these

ethnicity

Score 1 of 1

Question:

Permission marketing and opt-in e-mail show promise as viable alternatives to decreasingly effective
Web page ads.

Response:
 User answer

True

Score 1 of 1

Question:

Companies that sell products that must be shipped have found that the Internet makes things
complex.

Response:

User  
answer

False Companies that sell products that must be shipped have found that the Internet gives them much b
previous information technologies.

Score 1 of 1

Question:

Sites that offer content spots to sponsors should always identify the content as an advertisement.

Response:

User answer

True

Score 1 of 1

Question:

The ___ can be helpful in creating the messages to convey to each of these audiences.

Response:

five-stage customer loyalty model

funnel model

Score 1 of 1
Question:

___ gives companies a chance to create Web experiences that are unique to each individual customer.

Response:

One-to-one marketing

Broadcasting

Geographic segmentation

Market segmentation

Usage-based market segmentation

Score 1 of 1

Question:

Typical clickstream data include

Response:

which pages were viewed

how long each page was viewed

the sequence that pages were viewed

Some of these

None of these

All of these

Score 1 of 1

Question:

The Internet provided a new vehicle for achieving high levels of customer-focused marketing
strategies.

Response:
 User answer

True

Score 1 of 1

Question:

Blogs are examples of how companies can use the web to engage in communications that more
closely resemble the ___ of communication than the ___.

Response:

high-trust personal contact mode, low-trust mass media mode

passive, active

life-cycle segmentation, passive segmentation

usage-based segmentation, passive segmentation

Score 1 of 1

Question:

Companies often buy additional domain names to ensure that potential site visitors who misspell the
URL will still be redirected (through the misspelled URL) to the intended site.

Response:

User answer

True

Score 1 of 1

Question:

These web-based opportunities are helping companies find new ways to create increased customer
value.

Response:
 User answer

True

Score 1 of 1

Question:

Good customer experiences can help create an intense feeling of loyalty toward the company and its
products or services.

Response:

User answer

True

Score 1 of 1

Question:

Another intrusive ad format is the ___ ad.

Response:

interstitial

banner

pop-up

click link

Score 1 of 1

Question:

CRM occurs when a firm obtains detailed information about a customer’s behavior, preferences,
needs, and buying patterns, and uses that information to set prices, negotiate terms, tailor
promotions, add product features, and otherwise customize its entire relationship with that customer.

Response:
 User  
answer

False Technology-enabled relationship management occurs when a firm obtains detailed information abou
and buying patterns, and uses that information to set prices, negotiate terms, tailor promotions, add
entire relationship with that customer.

Score 1 of 1

Question:

The Web gives companies the powerful ability to segment markets by customer behavior and life-
cycle stage.

Response:

User answer

True

Score 1 of 1

Question:

Customizing visitor experiences to match the site usage behavior patterns of each visitor or type
of visitor is called ___.

Response:

Usage-based market segmentation

Geographic segmentation

Market segmentation

Demographic segmentation

Score 1 of 1

Question:

A challenge for Web businesses is to identify which groups are visiting their sites and formulate ways
of generating revenue from each segment.

Response:
 User answer

True

Score 1 of 1

Question:

Online advertising should always be coordinated with existing advertising efforts. For example, print
ads should include the company’s URL.

Response:

User answer

True

Score 1 of 1

Question:

Unmarried men between the ages of 19 and 25 might be one market segment.

Response:

User answer

True

Score 1 of 1

Question:

For advertising-supported sites, the conversion is usually considered to happen when the visitor
registers at the site.

Response:

User answer

True

Score 1 of 1

Question:
Because mass media offers the lowest level of trust, most companies discontinue using it.

Response:

User answer  

False Although mass media offers the lowest level of trust, many companies continue to use it succ

Score 1 of 1

Question:

Amazon.com’s expansion from its original book business into CDs, videos, and auctions is another
example of a Web site leveraging its dominant position by adding features that are useful to existing
customers.

Response:

User answer

True

Score 1 of 1

Question:

Measuring Web audiences is more complicated because of the Web’s interactivity and because the
value of a visitor to an advertiser depends on how much information the site gathers from the visitor.

Response:

User answer

True

Score 1 of 1

Question:

The funnel model gives marketing managers a tool for conceptualizing and evaluating alternative
strategies.

Response:
 User answer

True

Score 1 of 1

Question:

Visitors who arrive in shopper mode are ready to make a purchase right away.

Response:

User answer  

False Visitors who arrive in buyer mode are ready to make a purchase right away.

Score 1 of 1

Question:

An important component of any marketing strategy is the selection of ___ to carry the marketing
message.

Response:

Search engine ranking

Domain name parking

communication media

Geographic segmentation

Score 1 of 1

Question:

Web increases value for customer, e.g. digital products (such as information, news, software, music,
video, and e-books) can be delivered almost instantly on demand through the Internet.

Response:
 User answer

True

Score 1 of 1

Question:

These techniques in which ads are placed in proximity to related content is sometimes called ___
advertising.

Response:

contextual

mass

differentiation

relevance

perceived value

Score 1 of 1

Question:

Companies should not differentiate among different geographical group of customers.

Response:

User answer  

False Companies might generate different combinations of marketing efforts for each geographical g

Score 1 of 1

Question:

Customers in the commitment stage should be sent reminder messages.

Response:
 User answer

True

Score 1 of 1

Question:

Information form a CRM system can be a source of value (compared to a support function).

Response:

User answer

True

Score 1 of 1

Question:

The standard banner sizes that most Web sites have voluntarily agreed to use are called interactive
marketing unit (IMU) ad formats.

Response:

User answer

True

Score 1 of 1

Question:

Elements of Branding The key elements of a brand include

Response:

differentiation

relevance

perceived value

All of these
 None of these

Some of these

Score 1 of 1

Question:

In demographic segmentation, marketers try to group customers by variables such as social class,
personality, or their approach to life.

Response:

User answer  

False In psychographic segmentation, marketers try to group customers by variables such as social class

Score 1 of 1

Question:

Using the Web to communicate with potential customers offers many of the advantages of ___ and
many of the cost savings of ___.

Response:

personal contact selling, mass media

Robot (bot), Demographic segmentation

Search engine ranking, Geographic segmentation

Electronic customer relationship, Search engine placement broker

Search engine optimization, Domain name parking

Search engine, Domain name hosting

Score 1 of 1

Question:

A challenge for online businesses is to convince customers to trust them even though they do not
have an immediate physical presence.
Response:

User answer

True

Score 1 of 1

Question:

One of the easy things for companies to do as they move onto the Web is gauge the costs and benefits
of advertising on the Web.

Response:

User answer  

False One of the most difficult things for companies to do as they move onto the Web is gauge the costs

Score 1 of 1

Question:

Companies must integrate the Web marketing tools they use into a cohesive and customer-sensitive
overall marketing strategy.

Response:

User answer

True

Score 1 of 1

Question:

Successful search engine positioning and domain name selection can be critical for businesses.

Response:

User answer

True

Score 1 of 1
Question:

___ use the Web to find information, explore new ideas, and shop. To attract surfers, sites must offer
a wide variety of content that is attractive, well displayed, and constantly updated.

Response:

Surfers

Simplifiers

Sportsters

Routiners

Connectors

Bargainers

Score 1 of 1

Question:

One strategy for getting e-mail accepted by customers and prospects that many companies have
found successful is to combine content with an advertising e-mail message.

Response:

User answer

True

Score 1 of 1

Question:

One useful marketing tool that uses market segmentation successfully is e-mail marketing.

Response:

User answer

True

Score 1 of 1
Question:

Web environment does not allows buyers and sellers to engage in complex communications.

Response:

User  
answer

False The communication structures on the Web can become much more complex than those in tradition
print advertising.

Score 1 of 1

Question:

Demographic and geographic segmenting strategies are never combined.

Response:

User answer  

False Often, demographic and geographic segmenting strategies are combined.

Score 1 of 1

Question:

The step beyond one-to-one marketing—is when companies use the Web to target specific customers
in different ways at different times.

Response:

User answer

True

Score 1 of 1

Question:

Common segments defined in terms of demographic characteristics includes ___.

Response:

age
 gender

marital status

income level

All of these

Some of these

geographic location

Score 1 of 1

Question:

Branded products are easier to advertise and promote.

Response:

User answer

True

Score 1 of 1

Question:

In the online world, it is much easier to design a single Web site that meets the needs of visitors who
arrive in different behavioral modes.

Response:

User answer

True

Score 1 of 1

Question:

___ relies on existing customers to tell other people—the company’s prospective customers—about
the products or services they have enjoyed using.

Response:
 Viral marketing

Virtual marketing

Verbal marketing

Venetian marketing

Score 1 of 1

Question:

An experienced Web user is far less likely than a new Web user to click a banner ad.

Response:

User answer

True

Score 1 of 1

Question:

A banner advertising network acts as a broker between advertisers and Web sites that carry banner
ads.

Response:

User answer

True

Score 1 of 1

Question:

Some companies have even faced legal action after sending out mass (unsolicited) e-mailings.

Response:

User answer

True
Score 1 of 1

Question:

Early CRM systems succeeded even though they were complex and required company staff to spend
extensive amount of time entering data.

Response:

User answer  

False Many early CRM systems failed because they were overly complex and required company staff to

Score 1 of 1

Question:

A large banner ad called a skyscraper ad that is designed to be placed on the side of a Web page and
remain visible as the user scrolls down through the page.

Response:

User answer

True

Score 1 of 1

Question:

Customers’ perceptions of the product (brand) can not be as important as the intrinsic characteristics
of the product.

Response:

User answer  

False Customers’ perceptions of the product (brand) can be as important as the intrinsic characteristi

Score 1 of 1

Question:

The practice of sending e-mail messages to people who request information on a particular topic or
about a specific product is called opt-in e-mail and is part of a marketing strategy called permission
marketing.
Response:

User answer

True

Score 1 of 1

Question:

Transferring existing brands to the Web is less expensive than creating a new brand.

Response:

User answer

True

Score 1 of 1

Question:

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

Response:

acquisition

conversion

retention

Score 1 of 1

Question:

A key element in any e-mail marketing strategy is to obtain customers’ approvals before sending them
any e-mail that includes a market- ing or promotional message.

Response:

User answer

True
Score 1 of 1

Question:

This practice of targeting very small market segments is called macro-marketing.

Response:

User answer  

False This practice of targeting very small market segments is called micro-marketing.

Score 1 of 1

Question:

Web sites are collections of products organized in a product hierarchy.

Response:

User  
answer

False Instead of thinking of their Web sites as collections of products, companies can build their sites to m
customers.

Score 1 of 1

Question:

The company’s URL should always be included on product packaging and in mass media advertising on
radio, television, and in print.

Response:

User answer

True

Score 1 of 1

Question:

Web sites intended to appeal to customers in ___ mode must offer them something that piques their
interest.
Response:

browsers

Buyers

Shoppers

All of these

None of these

Some of these

Score 1 of 1

Question:

Many companies are using the Web to manage their relationships with customers in new and
interesting ways.

Response:

User answer

True

Score 1 of 1

Question:

A full-service advertising agency can help design the ads, create the banners, and identify
appropriate Web sites on which to display them.

Response:

User answer

True

Score 1 of 1

Question:
___ makes web users far more likely to actively evaluate advertising messages they see and less likely
to accept the content of those messages.

Response:

Active state of mind

Passive state of mind

Site sponsorship

Site affiliation

Score 1 of 1

Question:

The Web enables companies to mix between product and customer based marketing strategies.

Response:

User answer

True

Score 1 of 1

Question:

Identifying groups of potential customers is just one of the step in selling to those customers.

Response:

User answer

True

Score 1 of 1

Question:

Shopper mode visitors are motivated to buy, but they are looking for more information before they
make a purchase decision.

Response:
 User answer

True

Score 1 of 1

Question:

A ___ is a small rectangular object on a Web page that displays a stationary or moving graphic and
includes a hyperlink to the advertiser’s Web site.

Response:

banner ad

PPC

CPM

rich media

Score 1 of 1

Question:

Google offers its AdSense program to sites that want to carry ads that match the content offered on
the site.

Response:

User answer

True

Score 1 of 1

Question:

Increase in intensity of the relationship as the customer moves through the first four stages. The
sequence is

Response:

awareness, exploration, familiarity, and commitment

 commitment, exploration, familiarity, and awareness

exploration, awareness, familiarity, and commitment

exploration, familiarity, awareness, and commitment

Score 1 of 1

Question:

If the visitor clicks the banner ad to open the advertiser’s page, that action is called a ___.

Response:

click or click-through

caching

sales

money

profit

Score 1 of 1

Question:

In affiliate marketing, the affiliate site is created to benefit a charitable organization.

Response:

User  
answer

False In cause marketing, the affiliate site is created to benefit a charitable organization. When visitors cli
donation is made by a sponsoring company.

Score 1 of 1

Question:

E-sourcing mix to describe the combination of elements that companies use to achieve their goals for
selling and promoting their products and services.
Response:

User  
answer

False Marketing mix to describe the combination of elements that companies use to achieve their goals
services.

Score 1 of 1

Question:

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

Response:

search engine ranking

differentiation

relevance

perceived value

Score 1 of 1

Question:

Customers want Web sites that offer a range of interaction possibilities from which they can select to
meet their needs.

Response:

User answer

True

Score 1 of 1

Question:

In the exploration stage, the advertising message should be persuasive- convincing customers to
purchase specific products or request that a salesperson call.
Response:

User  
answer

False In the familiarity stage, the advertising message should be persuasive—convincing customers to pu
salesperson call.

Score 1 of 1

Question:

A company’s marketing strategy is an important tool that works with its Web presence to get the
company’s message across to both its current and prospective customers.

Response:

User answer

True