Exam 4: Marketing on the Web

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

_____ marketing relies on existing customers to tell other people-the company's prospective customers-about the products or services they have enjoyed using.

Spam wastes time and storage space on servers and individuals' computers, and it consumes bandwidth on the Internet.

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

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 _____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.

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 _____.

Technology-enabled relationship management is often called _____.

_____ is the degree to which a product offers utility to a potential customer.

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.

The practice of sending e-mail messages to people who request information on a particular topic or about a specific product is called _____.

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

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

The benefits of acquiring new visitors are the same for all Web businesses irrespective of different revenue models used.

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) _____.

A disadvantage of using the Web to communicate with potential customers is that it does not offer the cost savings of mass media.

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

Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____.

Mass media offers the highest level of trust.

The _____ element of the marketing mix is the physical item or service that a company is selling.