上外贸电子商务英第五章

Chapter5True/FalseIndicate whether the statement is true or false.____ 1. When creating a marketing strategy, managers must consider both the nature of their products and the nature of their potential customers.____ 2. In the four Ps of marketing, the issue of place is the need to have products or services available in many different locations.____ 3. In a virtual world, companies can convey a large part of their message by the way they construct buildings and design their floor space.____ 4. Using the Web to communicate with potential customers offers many of the cost savings of mass media but none of the advantages of personal contact selling.____ 5. Media selection is critical for an online firm because it does not have a physical presence.____ 6. Mass media offers the highest level of trust.____ 7. On the Web, retailers can provide separate virtual spaces for different market segments.____ 8. “Clickwords” is a term for words used to prompt a visitor to stay and investigate the products or services offered on a site.____ 9. One goal of marketing is to create strong relationships between a company and its customers.____ 10. The reason that one-to-one marketing and usage-based segmentation are so valuable is that they help to strengthen companies’ relationships with its customers.____ 11. Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.____ 12. Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth.____ 13. The cost of acquiring a new customer is less than the cost of retaining one.____ 14. The benefits of acquiring new visitors are the same for Web businesses with different revenue models.____ 15. A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic without a hyperlink to the advertiser.____ 16. A key element in any e-mail marketing strategy is to obtain customers’ approvals before sending the m any e-mail that includes a marketing or promotional message.____ 17. Branded products are more difficult to advertise and promote.____ 18. Product differentiation is the first condition that must be met to create a product service or brand.____ 19. Rational branding relies on a broad emotional appeal.____ 20. Transferring existing brands to the Web or using the Web to maintain an existing brand is much more expensive than creating an entirely new brand.____ 21. The Web expands the types of communication channels available.____ 22. Web site designers can specify additional key words in the pages that are hidden from the view of Web site visitors, but are visible to spiders.____ 23. The weighting of the factors that search engines use to decide which URLs appear first on searches for a particular search term is called search engine directory.____ 24. Obtaining identifiable names on the Web is an important part of establishing a Web presence.____ 25. The fees charged for domain name hosting are much higher than that charged for hosting an active Web site.Multiple ChoiceIdentify the choice that best completes the statement or answers the question.____ 26. The four Ps of marketing include ____.a. product, principle, place, and price c. place, promotion, product, and priceb. product, principle, promotion, and price d. principle, place, price, and promotion____ 27. One company using a product-based marketing strategy is ____.a. Staples c. MasterCardb. AltaVista d. ____ 28. The Web is a(n) ____ step between mass media and personal contact.a. first c. virtualb. intermediate d. mandatory____ 29. A(n) ____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.a. trigger word c. marketspaceb. shopping cart d. padlock____ 30. One group of active Internet users, ____, are intensive users of chat rooms, instant messaging services, electronic greeting card sites, and Web-based e-mail.a. routiners c. sportstersb. surfers d. connectors____ 31. Online and offline customer contact points are often called ____.a. page views c. trigger wordsb. touchpoints d. spiders____ 32. Customers who return to the site one or more times after making their first purchases are called ____.a. sponsors c. shoppersb. retained customers d. crawlers____ 33. A(n) ____ coordinates ad sharing so that other sites run one company’s ad while that company’s site runs other exchange members’ ads.a. banner exchange network c. banner replacement networkb. banner discount network d. banner link network____ 34. ____ ads generate graphical activity that "floats" over the Web page instead of opening in a separate window.a. Interstitial c. Pop-upb. Active d. Float____ 35. A(n) ____ occurs when a visitor requests a page from the Web site.a. page load c. page accessb. visit d. index____ 36. The first time that a particular visitor loads a Web site page is called a(n) ____.a. trial visit c. repeat visitb. fresh visit d. page visit____ 37. 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) ____.a. view c. impressionb. count d. click____ 38. The marketing strategy that includes the practice of sending e-mail messages to people who have requested information on a particular topic or product is part of ____ marketing.a. active c. permissionb. conversion d. passive____ 39. The ____ rate of an advertising method is the percentage of recipients who respond to an ad or promotion.a. trigger c. retentionb. click-through d. conversion____ 40. Technology-enabled relationship management is often called ____.a. relationship managementb. customer relationship managementc. automated relationship managementd. domain name management____ 41. The information that a Web site can gather about its visitors is called a(n) ____.a. clickstream c. marketing mixb. ad view d. occasion segmentation____ 42. Researchers Jeffrey Rayport and John Sviolka distinguish between commerce in the physical world, and commerce in the information world, which they term the ____.a. marketspace c. marketstoreb. marketplace d. marketmall____ 43. One of the key elements of a brand is ____.a. marketspace c. perceived valueb. style d. micromarketing____ 44. ____ is the first condition that must be met to create a product or service brand.a. Product differentiation c. Relevanceb. Perceived value d. Permission marketing____ 45. ____ is the degree to which the product offers utility to a potential customer.a. Differentiation c. Perceived valueb. Relevance d. Brand____ 46. According to Ted Leonhardt, a(n) ____ is an emotional shortcut between a company and its customer.a. marketing mix c. banner adb. brand d. product____ 47. Companies have traditionally used ____ appeals in their advertising and promotion efforts to establish and maintain brands.a. permitted c. rationalb. perceived d. emotional____ 48. A company’s ____ should always be included on product packaging and in mass media advertising on radio, television, and in print.a. URL c. shipping addressb. history d. business model____ 49. A(n) ____ saves the expense of handling inventory, advertising and promoting the product, and processing the transaction.a. affiliate c. sponsorb. partner d. Web site____ 50. When visitors click a link on the affiliate's Web page, a donation is made by a(n) ____ company.a. advertising c. not-for-profitb. marketing d. sponsoring。