Marketing

Question 1

What are the major influential factors on consumer behavior online?

Answer 1

Personal characteristics, product/price, merchant and intermediary factors, EC-system (motivational and hygiene) and environmental factors

Question 2

What is the generic purchasing-decision model?

Answer 2

Need identification, information search, evaluation of alternatives, purchase and post-purchase activity

Question 3

Players in the consumer decision process? ( 5)

Answer 3

Initiator, influencer, decider, buyer and user

Question 4

Customer loyalty?

Answer 4

A deep commitment to repurchase and thereby causing repetitive same-brand purchasing. Despite situation influence and marketing efforts from others

Question 5

Online trust

Answer 5

The belief that an online website or other digital entities can deliver what they promise

Question 6

How to increase trust in EC (3)

Answer 6

• Improve website
• Affiliate whit objective third party
• Establish trustworthiness(3): integrity, competence and security

Question 7

3 marketing taktiks

Answer 7

Marketing segmentation, relationship marketing and one-to-one marketing

Question 8

Personalization

Answer 8

The matching of services, products, and advertising content with individual consumers and their preferences

Question 9

User profile

Answer 9

The requirements, preferences, behavior, and demographic trait of particular customer

Question 10

Cookies

Answer 10

A data file that is placed on a user’s hard drive by a remote Web server consent, which collect info about the user’s activities at a site

Question 11

What does cookies do (4)

Answer 11

• Collect info about user’s activities
• Build profiles from previous purchase patterns
• Perform marketing research
• Make inferences

Question 12

Behavioral Targeting

Answer 12

Targeting that uses info collected about an individuals’s web-browsing behavior to select an advertisement to display to that individual

Question 13

Collaborative filtering

Answer 13

Market research and personalization method that uses customer data to predict, based on formulations derived from behavioral sciences, what order products or services a customer may enjoy; predictions can be extended to other customers with similar profiles

Question 14

2 ways to observe customer’s movements online

Answer 14

• Transaction log

- Clickstream data

Question 15

Transaction log

Answer 15

A record of users activities at a company’s website

Question 16

Clickstream data

Answer 16

Data that occur inside the web environment; they provide a trail of the user’s activities (the user’s clickstream behavior) in the website

Question 17

Web Bugs

Answer 17

Tiny graphic files embedded in e-mail messages and in websites that transmit information about users and their movements to a web server

Question 18

Spyware

Answer 18

Software that gathers user information over an internet connection without the user’s knowledge

Question 19

Limitations of online market research? (3)

Answer 19

• Too much data, takes effort to extract, polish, and make sense of all data
• Accuracy of responses, loss of data due to technical problems
• Lack of representativeness in online users

Question 20

Biometrics

Answer 20

An individual unique physical or behavioral characteristics that can be used to identify an individual precisely

Question 21

Example of biometrics

Answer 21

Fingerprint

Question 22

Interactive marketing

Answer 22

Online marketing by which marketers and advertisers can interact directly with customers, and consumers can interact with advertisers/venders

Question 23

Ad views

Answer 23

The number of times users call up a page that has a banner on it during a specific time

Question 24

Button

Answer 24

A small banner that is linked to a website

Question 25

Page

Answer 25

A HTML document that may contain text, image etc

Question 26

Click

Answer 26

A count made each time a visitor clicks on an advertising banner to access the advertisers website

Question 27

CPM

Answer 27

The fee an advertiser pays for each 1000 time a page with a banner ad is shown

Question 28

CTR

Answer 28

The percentage of visitors who are exposed to a banner ad on it

Question 29

Conversion rate

Answer 29

The percentage of clickers who actually make a purchase

Question 30

hit

Answer 30

A request for data from a web page or file

Question 31

Visit

Answer 31

A series of requests during one navigation of a website

Question 32

Unique visit

Answer 32

A count of the number of visitors entering a site

Question 33

Stickiness

Answer 33

A characteristics that influences the average length of time a visitor stays in a site

Question 34

Ads online and its advantages (7)

Answer 34

Cost, richness of format, personalization, timeliness, location-based, linking, and digital branding

Question 35

Random banner

Answer 35

Banner ads that appear at random, not as a result of the user’s action

Question 36

Live banners

Answer 36

Banner ads that are created dynamically at the rime of display, instead of being preprogrammed with fixed content

Question 37

Pros of banner ads (2)

Answer 37

Pro: direct to sales webpage, customization

Question 38

Cons of banner ads (2)

Answer 38

Costly at high-volume websites, limited space and information allowed

Question 39

Viral marketing

Answer 39

Word-of-mouth marketing which customers promote a product by telling others about it

Question 40

Video ads

Answer 40

Consumer-generated videos, interactive video, viral video

Question 41

Advergaming

Answer 41

Using computer games to advertise

Question 42

Affilate marketing

Answer 42

Marketing arrangement by which a organization refers consumers to the selling company’s website