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Exam 4: Marketing on the Web

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Question 1

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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.

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verified

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Question 2

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____ uses product categories as a very strong organizing theme in the design of their Web sites.

A) Staples
B) AltaVista
C) MasterCard
D) WeddingChannel.com

E) None of the above
F) B) and C)

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Question 3

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In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) ____ company.

A(n)____________________ broker is a company that serves as a clearinghouse or marketplace for sites that run affiliate programs and sites that want to become affiliates.

A study conducted by McKinsey & Company examined the online behavior of 50,000 active Internet users and identified six different groups.Provide a brief description of the following categories: Simplifiers, Surfers, Connectors, and Sportsters.

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

Companies have traditionally used ____ appeals in their advertising and promotion efforts to establish and maintain brands.

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

Users who object to pop-up ads have responded by using ____________________ software.

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

Claritas built ____________________ to take advantage of people's tendency to live near other people with similar tastes and preferences.

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

According to Ted Leonhardt and Bill Faust, a ____ is an emotional shortcut between a company and its customer.

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

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) ____.

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

The first time that a particular visitor loads a Web site page is called a ____.

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

Technology-enabled relationship management is often called ____.

Of the six behavior-based categories of Internet users, ____________________ return to the same sites over and over again.