Exam 4: Marketing on the Web

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

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

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

Grouping customers by variables such as social class or personality is.

One goal of marketing is to create strong relationships between a company and its customers.

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.

According to researchers Young & Rubicam, one of the key elements of a brand is _____.

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

Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth.

Obtaining identifiable names to use on the Web can be an important part of establishing a Web presence.

A(n) _____ occurs when a visitor requests a page from a Web site.

The fees charged for domain name hosting are much higher than those for hosting an active Web site.

_____ generate graphical activity that "floats" over the Web page itself instead of opening in a separate window.

​With __________ one firm's web site includes descriptions, reviews, ratings or other information about a product that is linked to another firm's site that offers the item for sale

On the Web, retailers can provide separate virtual spaces for different market segments.

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

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

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(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.