上外贸电子商务英第五章.doc

Chapter5 True/False Indicate 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 customer