Assignment4题库chap4.docx

1、Assignment4题库chap4Assignment4题库True/FalseIndicatewhetherthestatementistrueorfalse._T_1.Whencreatingamarketingstrategy,managersmustconsiderboththenatureoftheirproductsandthenatureoftheirpotentialcustomers._F_2.Companieshavealwaysfounditrelativelyeasytogettherightproductstotherightplacesatthebesttimet

2、osellthem._T_3.InthefourPsofmarketing,theissueofplaceistheneedtohaveproductsorservicesavailableinmanydifferentlocations._F_4.Inavirtualworld,companiescanconveyalargepartoftheirmessagebythewaytheyconstructbuildingsanddesigntheirfloorspace._F_5.UsingtheWebtocommunicatewithpotentialcustomersoffersmanyo

3、fthecostsavingsofmassmediabutnoneoftheadvantagesofpersonalcontactselling._F_6.Massmediaoffersthehighestleveloftrust._T_7.Mediaselectioniscriticalforanonlinefirmbecauseitdoesnothaveaphysicalpresence._T_8.OntheWeb,retailerscanprovideseparatevirtualspacesfordifferentmarketsegments._F_9.“Clickwords”isat

4、ermforwordsusedtopromptavisitortostayandinvestigatetheproductsorservicesofferedonasite._T_10.Onegoalofmarketingistocreatestrongrelationshipsbetweenacompanyanditscustomers._T_11.Thereasonthatone-to-onemarketingandusage-basedsegmentationaresovaluableisthattheyhelptostrengthencompaniesrelationshipswith

5、itscustomers._T_12.Goodcustomerexperiencescanhelpcreateanintensefeelingofloyaltytowardthecompanyanditsproductsorservices._T_13.Companieswanttoseecustomersmoveintotheseparationstageonlyiftheyarecostingmoretoservethantheyareworth._F_14.ThebenefitsofacquiringnewvisitorsarethesameforWebbusinesseswithdif

6、ferentrevenuemodels._F_15.AbanneradisasmallrectangularobjectonaWebpagethatdisplaysastationaryormovinggraphicwithoutahyperlinktotheadvertiser._T_16.Akeyelementinanye-mailmarketingstrategyistoobtaincustomersapprovalsbeforesendingthemanye-mailthatincludesamarketingorpromotionmessage._F_17.Brandedproduc

7、tsaremoredifficulttoadvertiseandpromote._T_18.Productdifferentiationisthefirstconditionthatmustbemettocreateaproductserviceorbrand._F_19.EmotionalbrandingworkswellontheWeb._T_20.Ifabrandhasestablishedthatitisdifferentfromcompetingbrandsandthatitisrelevantandinspiresaperceptionofvaluetopotentialpurch

8、asers,thosepurchaserswillbuytheproductandbecomefamiliarwithhowitprovidesvalue._F_21.Rationalbrandingreliesonabroademotionalappeal._F_22.TransferringexistingbrandstotheWeborusingtheWebtomaintainanexistingbrandismuchmoreexpensivethancreatinganentirelynewbrand._T_23.TheWebexpandsthetypesofcommunication

9、channelsavailable._T_24.WebsitedesignerscanspecifyadditionalkeywordsinthepagethatarehiddenfromtheviewofWebsitevisitors,butarevisibletospiders._F_25.TheweightingofthefactorsthatsearchenginesusetodecidewhichURLsappearfirstonsearchesforaparticularsearchtermiscalledsearchenginedirectory._T_26.Obtainingi

10、dentifiablenamesontheWebisanimportantpartofestablishingaWebpresence._F_27.ThefeeschargedfordomainnamehostingaremuchhigherthanthatchargedforhostinganactiveWebsite._T_28.Companiesoftenbuymorethanonedomainname._F_29.Thecostofacquiringanewcustomerislessthanthecostofretainingone._F_30.Richmediaadsareless

11、intrusivethanpop-upads.MultipleChoiceIdentifythechoicethatbestcompletesthestatementoranswersthequestion._c_31.ThefourPsofmarketinginclude_.a.product,principle,place,andprice c.place,promotion,product,andpriceb.product,principle,promotion,andprice d.principle,place,price,andpromotion_c_32.InthefourPs

12、ofmarketing,theissueofplaceisalsocalled_.a.location c.Distributionb.delivery d.marketingmix_a_33.Onecompanyusingaproduct-basedmarketingstrategyis_.a.Staples c.MasterCardb.AltaVista d.WeddingC_b_34.TheWebisa(n)_stepbetweenmassmediaandpersonalcontact.a.first c.virtualb.intermediate d.mandatory_b_35.Ma

13、rket_areusuallydefinedintermsofdemographiccharacteristicssuchasage,gender,maritalstatus,incomelevel,andgeographiclocation.a.principles c.coursesb.segments d.researches_b_36.A(n)_isthepartofaWebsitethatkeepstrackofselecteditemsforpurchaseandautomatesthepurchasingprocess.a.triggerword c.marketspaceb.s

14、hoppingcart d.padlock_d_37.OnegroupofactiveInternetusers,_,areintensiveusersofchatrooms,instantmessagingservices,electronicgreetingcardsites,andWeb-basede-mail.a.routiners c.sportstersb.surfers d.connectors_b_38.Onlineandofflinecustomercontactpointsareoftencalled_.a.pageviews c.triggerwordsb.touchpo

15、ints d.spiders_b_39.Thetotalamountofmoneythatasitespends,onaverage,todrawonevisitortothesiteiscalled_.a.CPM c.conversioncost b.acquisitioncost d.retentioncost_b_40.Customerswhoreturntothesiteoneormoretimesaftermakingtheirfirstpurchasesarecalled_.a.sponsors c.shoppersb.retainedcustomers d.crawlers_c_

16、41.ThecostsofinducingcustomerstoreturntoaWebsiteandbuyagainarecalled_.a.CPMs c.retentioncostsb.acquisitioncosts d.conversioncosts_a_42.A(n)_coordinatesadsharingsothatothersitesrunonecompanysadwhilethatcompanyssiterunsotherexchangemembersads.a.bannerexchangenetwork c.bannerreplacementnetworkb.bannerd

17、iscountnetwork d.bannerlinknetwork_b_43.A(n)_occurswhenavisitorrequestsapagefromtheWebsite.a.pageload c.pageaccessb.visit d.index_a_44.ThepricingmetricformeasuringWebsiteadvertisingis_.a.CPM c.CMEb.ACT d.CEM_a_45.ThefirsttimethataparticularvisitorloadsaWebsitepageiscalleda(n)_.a.trialvisit c.repeatv

18、isitb.freshvisit d.pagevisit_c_46.SomeWebpageshavebanneradsthatcontinuetoloadandreloadaslongasthepageisopeninthevisitorsWebbrowser.Eachtimethebanneradloadsisa(n)_.a.view c.impressionb.count d.click_b_47.Whenavisitorclicksabanneradtoopentheadvertiserspage,thatactioniscalleda(n)_.a.click-on c.bannerac

19、cessb.click-through d.impression_a_48.Alargebanneradcalleda(n)_isdesignedtobeplacedonthesideofaWebpageandremainvisibleastheuserscrollsdownthepage.a.skyscraperad c.scrolladb.towerad d.verticalbanner_b_49._adsgenerategraphicalactivitythatfloatovertheWebpageinsteadofopeninginaseparatewindow.a.Interstit

20、ial c.Pop-upb.Active d.Float_c_50.Themarketingstrategythatincludesthepracticeofsendinge-mailmessagestopeoplewhohaverequestedinformationonaparticulartopicorproductispartof_marketing.a.active c.permissionb.conversion d.passive_d_51.The_rateofanadvertisingmethodisthepercentageofrecipientswhorespondtoan

21、adorpromotion.a.trigger c.retentionb.click-through d.conversion_a_52._relationshipmanagementoccurswhenafirmobtainsdetailedinformationaboutacustomersbehavior,preferences,needs,andbuyingpatternsandusesthatinformationtosetprices,negotiateterms,tailorpromotions,addproductfeatures,andotherwisecustomizeit

22、sentirerelationshipwiththatcustomer.a.Technology-enabled c.Product-basedb.Communication-enabled d.Relationship-based_b_53.Technology-enabledrelationshipmanagementisoftencalled_.a.relationshipmanagement b.customerrelationshipmanagement c.automatedrelationshipmanagementd.domainnamemanagement_a_54.Thei

23、nformationthataWebsitecangatheraboutitsvisitorsiscalleda(n)_.a.clickstream c.marketingmixb.adview d.occasionsegmentation_a_55.ResearchersJeffreyRayportandJohnSviolkadistinguishbetweencommerceinthephysicalworld,andcommerceintheinformationworld,whichtheytermthe_.a.marketspace c.marketstoreb.marketplac

24、e d.marketmall_d_56.Intheinformationworldsmarketspace,digitalproductsandservicescanbedeliveredthrough_.a.USmail c.UPSb.FederalExpress d.theInternet_c_57.Oneofthekeyelementsofabrandis_.a.marketspace c.perceivedvalueb.style d.micromarketing_a_58._isthefirstconditionthatmustbemettocreateaproductorservi

25、cebrand.a.Productdifferentiation c.Relevanceb.Perceivedvalue d.Permissionmarketing_b_59.Isthisproductorservicegood?impliesthebrandelementof_.a.differentiation c.relevanceb.perceivedvalue d.quality_b_60.AccordingtoTedLeonhardt,a(n)_isanemotionalshortcutbetweenacompanyanditscustomer.a.marketingmix c.b

26、anneradb.brand d.product_b_61._isthedegreetowhichtheproductoffersutilitytoapotentialcustomer.a.Differentiation c.Perceivedvalueb.Relevance d.Brand_d_62.Companieshavetraditionallyused_appealsintheiradvertisingandpromotioneffortstoestablishandmaintainbrands.a.permitted c.rationalb.perceived d.emotional_a_63._appealsworkwellontelevision,radio,andinprint