Final exam ecommerce
Two pioneers of usability testing are _____ and Jakob Nielsen. Hickory Farms Ben Shneiderman J.C. Penney Aaron Montgomery
Ben Shneiderman
In the context of professional services using a fee-for-service revenue model, _____ was a pioneer in offering online therapy to patients in the United States. CPA Directory Cope Today Dow Jones Salon.com
Cope Today
The early versions of _____ let Web page designers create text-based electronic documents with headings, title bar titles, bullets, lines, and ordered lists. HTML HTTP XML SGML
HTML
The set of rules for delivering Web page files over the Internet is in a protocol called the _____.
Hypertext Transfer Protocol (HTTP)
_____ lets users create and manipulate e-mail folders and individual e-mail messages while the messages are still on the e-mail server. SMTP MIME IMAP POP
IMAP
The 32-bit number used to identify computers connected to the Internet is known as the _____. NSAP address IP address OUI address MAC address
IP address
_____ creates a private passageway through the public Internet that provides secure transmission from one computer to another. Circuit switching IP tunneling Subnetting Encapsulation
IP tunneling
_____ offers a variety of information services for lawyers and law enforcement officials, court cases, public records, and resources for law libraries. ProQuest LexisNexis Dow Jones EBSCO
LexisNexis
_____ is a set of rules for handling binary files, such as word-processing documents, spreadsheets, photos, or sound clips that are attached to e-mail messages. SMTP POP MIME TCP/IP
MIME
_____ was the first Web browser that became widely available for personal computers. Netscape Internet Explorer Mosaic CompuServe
Mosaic
_____ specifies the format of a mail message and describes how mail is to be administered on the e-mail server and transmitted on the Internet. Post Office Protocol (POP) Simple Mail Transfer Protocol (SMTP) Multipurpose Internet Mail Extensions (MIME) Interactive Mail Access Protocol (IMAP)
Simple Mail Transfer Protocol (SMTP)
HTML, XML, and XHTML have descended from the original _____ specification.
Standard Generalized Markup Language (SGML)
HTML was developed by _____. Vinton Cerf Robert Kahn Ted Nelson Tim Berners-Lee
Tim Berners-Lee
The combination of a protocol name and a domain name is called a(n) _____. Extensible Resource Identifier (XRI) Uniform Resource Locator (URL) Extensible Resource Descriptor Sequence (XRDS) Internationalized Resource Identifier (IRI)
Uniform Resource Locator (URL)
The purpose of a(n) _____ is to respond to requests for Web pages from Web clients. database server e-mail server Web server DNS server
Web server
_____ are advertising efforts directed to a known recipient and include mail, telephone calls, and e-mail. Social media Personal contacts Addressable media Broadcast networks
addressable media
The New York Times and The Wall Street Journal use the _____ revenue model. advertising-subscription mixed advertising-supported fee-for-service multiple-marketing channel
advertising-subscription mixed
In HTML, hyperlinks are created using the HTML _____ tag. head opening title anchor
anchor
_____ is the amount of data that can travel through a communication medium per unit of time.
bandwidth
In general, the creation of a separate experience for customers based on their behavior is called _____.
behavioral segmentation
A(n) _____ service provides an electronic version of an invoice with all of the details that would appear in the printed document. information dissemination prospecting account aggregation bill presentment
bill presentment
According to Ted Leonhardt and Bill Faust, a _____ is an emotional shortcut between a company and its customer. marketing strategy brand banner ad product
brand
Customers' perceptions of a product are called the product's _____. brand attributes marketing mix Web logs
brand
Channel conflict is also referred to as _____. Web conflict account aggregation cannibalization knock down
cannibalization
A revenue model where the seller establishes a brand image, and then uses the strength of that image to sell through printed information mailed to prospective buyers, who place orders by mail or telephone is called the _____ model. digital content Web catalog catalog mass media
catalog
The information that a Web site can gather about its visitors is called a _____. clickstream data mine return path touchpoint
clickstream
In the _____ stage of customer relationship life cycle, customers develop a fierce loyalty or a strong preference for products or brands of a company. separation commitment exploration familiarity
commitment
Personal contact and mass media approaches are often called _____. communication modes market strategies marketing segments media destination modes
communication modes
A(n) _____ is any technology that allows people to connect computers to each other.
computer network
According to the six behavior-based categories of Web visitors, _____ are visitors whose online objective is to stay in touch with others through chat rooms, discussion boards, and social networking websites. routiners surfers sportsters connectors
connectors
Placing ads in proximity to related content is sometimes called. localized advertising search engine placement contextual advertising search term sponsorship
contextual advertising
The _____ rate of an advertising method is the percentage of recipients who respond to an ad or promotion. trigger click-through retention conversion
conversion
Technology-enabled relationship management is often called _____. business intelligence management customer relationship management vendor relationship management domain name management
customer relationship management
The total of all financial costs that a customer pays (including all transaction costs) to obtain a product is subtracted from the benefits that the customer derives from the product to yield the _____.
customer value
The _____________ can be difficult or impossible to research because available data that is never requested remains hidden.
deep web
A ____________ is a group who share a common characteristic.
demographic cohort
_____ tend to have large up-front costs. Once those costs are incurred, additional units can be made at very low additional cost. Appliances Newspapers and magazines Automobiles Digital products
digital products
_____ are sets of words that are assigned to specific IP addresses. Domain names Headers URLs Octets
domain names
Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain brands. permitted perceived rational emotional
emotional
_____ uses paired start and stop tags in much the same way as database software defines a record structure.
extensible markup language
A(n) _____ is used when the Internet extends beyond the boundaries of an organization and includes networks of other organizations
extranet
On social media Web sites, followers of a particular company's discussion activity are called _____. fans hosts spiders affiliates
fans
Companies using _____ revenue model charge a fee based on the value of the service provided on the Web. Web catalog fee-for-service fee-for-transaction mail order
fee-for-service
Online stock brokerage firms use a(n) _____ revenue model, which allows them to charge their customers a commission for each trade executed. fee-for-service fee-for-transaction information sales catalog
fee-for-transaction
Many clothing Web sites offer virtual models on which customers can try clothes, such services are referred to as virtual _____. fitting rooms channels hosts memories
fitting rooms
In the context of accessibility, one of the best ways to accommodate a broad range of visitor needs is to build _____ into the Web site's interface. flexibility virtual models conflict presence
flexibility
Internet _____ are computers that are directly connected to the Internet.
hosts
In HTML, the text elements that are related to each another are called _____ elements.
hypertext
A(n) _____ is a computer that stores files written in HTML.
hypertext server
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) _____. view count impression click
impression
A key goal for the Web sites of many not-for-profit organizations is _____. account aggregation information dissemination bill presentment multiple marketing
information dissemination
A computer network which uses a specific set of rules and connects networks all over the world to each other is called the _____.
internet
The _____ in TCP/IP specifies the addressing details for each packet, labeling each with the packet's origination and destination addresses.
internet protocol
A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page. leaderboard ad text ad skyscraper ad active ad
leaderboard ad
A _____ is a permanent telephone connection between two points. party line dedicated line local line leased line
leased line
A(n) _____ hyperlink structure resembles conventional paper documents in that the reader begins on the first page and clicks a Next button to move to the next page in a serial fashion.
linear
Identifying specific portions of a market and targeting them with specific advertising messages is called _____.
market segmentation
A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.
marketing mix
Researchers Jeffrey Rayport and John Sviokla refer to the virtual, information world as the _____. marketspace marketplace marketstore marketsector
marketspace
In the _____ approach, firms prepare advertising and promotional materials about the firm and its products or services and broadcast them to potential customers. mass media Web personal contact word-of-mouth
mass media
A(n) _____ is a language that can be used to define other languages.
metalanguage
Companies known as _____ sell Internet access rights directly to larger customers and indirectly to smaller firms and individuals through other companies, called ISPs.
network access providers
Behavioral segmentation based on things that happen at a specific time is called _____.
occasion segmentation
The highly customized approach to offering products and services that match the needs of a particular customer is called _____.
one-to-one marketing
A(n) _____ is a set of standards that defines, in detail, the relationships among resource description framework (RDF) standards and specific extensible markup language (XML) tags within a particular knowledge domain.
ontology
A(n) _____ has a hypertext reference (HREF) property, which specifies the remote or local document's address. opening tag paragraph tag closing tag bold tag
opening tag
The practice of sending e-mail messages to people who request information on a particular topic or about a specific product is called _____. junk e-mail spam e-mail opt-in e-mail bulk e-mail
opt-in e-mail
Files and e-mail messages sent over the Internet are broken down into small pieces called _____. messages packets circuits switches
packets
An approach where free content is available up to a point at which fees begin, is called a _____. bill presentment paywall disintermediation personal shopper
paywall
According to researchers Young & Rubicam, one of the key elements of a brand is _____. marketspace style perceived value micromarketing
perceived value
The _____ is an intelligent agent program that learns the customer's preferences and makes suggestions. personal shopper digital directory Web catalog virtual index
personal shopper
The _____ element of the marketing mix is the physical item or service that a company is selling. principle price product promotion
product
_____ is the first condition that must be met to create a product or service brand. Product differentiation Perceived value Relevance Permission marketing
product differentiation
A _____ is a collection of rules for formatting, ordering, and error checking data sent across a network. semantic protocol style sheet packet
protocol
_____ determine how a sending device indicates that it has finished sending a message and how the receiving device indicates that it has received the message. Switches Protocols Routers Semantics
protocols
Grouping customers by variables such as social class or personality is. psychographic segmentation geographic segmentation demographic segmentation micromarketing
psychographic segmentation
The introduction of a new intermediary, such as a fee-for-transaction Web site, into a value chain is called _____. disinterment reintermediation reinterpretation disintermediation
reintermediation
_____ is the degree to which a product offers utility to a potential customer. Differentiation Relevance Perceived value Brand
relevance
_____ generate graphical activity that "floats" over the Web page itself instead of opening in a separate window. Interstitial ads Rich media ads Pop-up ads Skyscraper ads
rich media ads
The computers that decide how best to forward each packet from one network to another are called _____. repeaters switches routers bridges
routers
The programs on gateway computers that determine the best path on which to send each packet contain rules called _____. program profilers routing algorithms empirical algorithms software profilers
routing algorithms
A _____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process. trigger word shopping cart marketspace padlock
shopping cart
Of the six behavior-based categories of Internet users, _____ seek convenience
simplifiers
Of the six behavior-based categories of Internet users, _____ seek convenience.
simplifiers
A subtle way for advertisers to promote their product, services or brands is through. display ads site sponsorships impressions mobile apps
site sponsorships
n cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) _____ company. advertising marketing not-for-profit sponsoring
sponsoring
The _____ of a Web site is its ability to keep visitors at the site and attract repeat visitors. image presence stickiness usability
stickiness
A(n) _____ is a set of instructions that gives Web developers more control over the format of displayed pages.
style sheet
The ______ in an HTML document are interpreted by the web browser and used by it to format the display of enclosed text. markups style sheet tags links
tags
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. text ad active ad banner ad pop-up ad
text ad
One problem that the Web presents for clothing retailers of all types is that _____. customers are unwilling to buy clothing on-line the color settings on computer monitors vary widely the Web catalog revenue model is not flexible online retail sales are not cost-effective
the color settings on computer monitors vary widely
Identify the force preventing U.S. professionals from extending their practices on the Web. The "Law on the Web" site The laws of the state The presence of a fee-for-service revenue model The lack of online jurisdiction
the laws of the state
Online and offline customer contact points are often called _____. business interfaces touchpoints distribution channels spiders
touchpoints
The first time that a particular visitor loads a Web site page is called a(n) _____. trial visit ad view repeat visit page view
trial visit
_____ is a measure of the amount of information that can travel from a user to the Internet in a given amount of time.
upload bandwidth
_____ is an important element of creating an effective Web presence. Usability Cannibalization Inflexibility Disintermediation
usability
_____ is the testing and evaluation of a site by its owner to ensure ease of use for site visitors. Prototyping Archetyping Usability testing Grey-box testing
usability testing
A(n) _____ occurs when a visitor requests a page from a Web site. impression visit click-through index
visit
The _____ provides a communication mode that is an intermediate step between mass media and personal contact. telephone Web newspaper network television network
web
A device that transmits network packets between Wi-Fi equipped computers and other devices within range is a __________ piconet wireless access point hot spot blue tooth
wireless access point
