Mass Media & Marketing Management – Ecommerce Exam

Mass Media & Customer Marketing Management – Ecommerce Exam 1

The key terms in this Customer Marketing Management – E commerce course include Mass Media, principle, Product, Promotion, usability, presence, Virtual, advertising, automates, Campaign, catalog, disintermediation, fee-for-service, Marketspace, Model, prospecting, Sabre, trigger, advertising-subscription, advertising-supported, cannibalization, fee-for-transaction, .


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 – correct

personal contact

reaching

prospecting


What refers to markets that are too small to justify a mass media campaign, yet too large to cover using personal contact?

Usability testing

Mass media

Address media

The hard middle – correct


The four Ps of marketing include ____.

product, principle, place, and price

product, principle, promotion, and price

product, place, promotion and price – correct

principle, price, place and promotion


The Web is a(n) ____ step between mass media and personal contact.

first

virtual

intermediate – correct

mandatory


A ____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.

padlock

shopping cart – correct

marketspace

trigger word


The ____ of a Web site is its ability to keep visitors at the site and attract repeat visitors.

image

usability

stickiness – correct

presence


The New York Times and The Wall Street Journal use the ____ revenue model.

fee-for-service

advertising-supported

information sales

advertising-subscription mixed – correct


Which company is owned by Sabre, and was based on the Sabre computer system that traditional travel agencies used to book flights and hotel rooms.

Orbitz

Priceline

Travelocity – correct

Expedia


Which revenue models range from games and entertainment to financial advice and the professional services of accountants, lawyers, and physicians?

Catalog

Fee-for-service – correct

Mail order

Fee-for-transaction


What has been one of the main forces preventing U.S. professionals from extending their practices on the Web?

Fulfillment managers

Catalog models

Stakeholders

State laws – correct


Creating an effective ____ can be critical even for the smallest and newest firms operating on the Web.

web presence – correct

virtual model

disintermediation

E-zine


A seller can create value in a customer relationship by nurturing the customer’s trust and developing it into ____.

a brief conversation

an e-mail list

a chat room session

loyalty – correct


What is an important element of creating an effective Web presence?

Disintermediation

Usability – correct

mass media

Cannibalization


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 – correct

personal contact

reaching

prospecting


What refers to markets that are too small to justify a mass media campaign, yet too large to cover using personal contact?

Usability testing

Mass media

Address media

The hard middle – correct


The four Ps of marketing include ____.

product, principle, place, and price

product, principle, promotion, and price

product, place, promotion and price – correct

principle, price, place and promotion


The Web is a(n) ____ step between mass media and personal contact.

first

virtual

intermediate – correct

mandatory


A ____ is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.

padlock

shopping cart – correct

marketspace

trigger word