3300 CH. 6

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer

CRM system

A Web beacon is:

a tiny graphics file embedded in an e-mail or Web page

Amazon's Associates program is an example of which of the following?

affiliated market

Which of the following is the most important tool in establishing a relationship with the customer?

company website

Google's AdSense is an example of which of the following?

context advertising

Which of the following is not one of the main stages of the online purchasing process?

conversation

What is cross-platform attribution and why is it difficult?

involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase. there is increasing recognition that first-click and last-click models that focus on either the first or last marketing channel or advertising format that a consumer engages with prior to a purchase, are not sufficient. is difficult because there is a lengthy path from simple online ad impressions, Web site visits, and page views to the purchase of a product.

The richness made possible by e-commerce technologies does which of the following?

it allows video, audio, and text to be integrated into a single marketing message and consuming experience

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

knowledge consumers have about how to conduct online transactions

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

nielson ratings

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

programmatic advertising

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining

query-driven

Time elapsed since the last visit made by a customer.

recency

Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?

rich media

Which of the following is not true about search engine advertising?

search engine advertising is the fastest growing type of online advertising

All of the following are "traditional" online marketing tools except:

social marketing

Which of the following measures the average length of stay at a Web site?

stickiness

Uber has been criticized for using which of the following?

surge pricing

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

unique visitors

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

universal standards

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

versioning

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

viral marketing

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

First, the Internet as a communications medium has broadened the scope of marketing. Marketing messages can now easily reach a greater number of people. Second, the Internet has increased the richness of marketing communications by combining text, video, and audio content into rich messages. Some even think that the Web is a richer medium than television or video because of the complexity of messages and the huge amount of, and wide ranging, content that is available. Third, the Internet has greatly expanded the information intensity of the marketplace by providing marketers with fine-grained, detailed, real-time information about consumers as they transact in the marketplace. Fourth, the always-on, always-attached, environment created by mobile devices results in consumers being much more available to receive marketing messages. One result is an extraordinary expansion in marketing opportunities for firms.