Lesson 1

Question 1

are traditional companies not involved with the Internet. They are likely to be small in size and scope.

Answer 1

Bricks-and-mortar firms

Question 2

do business just online. They don’t have traditional facilities. Many entered the marketplace in the 1990s and often expanded too fast, resulting in going out of business. Still, there are thousands of these firms.

Answer 2

Clicks-only firms

Question 3

operate in both a traditional setting and on the Internet. Virtually all large retailers, as well as manufacturers, wholesalers, government organizations, nonprofit organizations, and others, have a Web presence.

Answer 3

Bricks-and-clicks firms

Question 4

divides the pool of potential customers into groups, or segments.

Answer 4

Market Segmentation

Question 5

Places, Location, Etc

Answer 5

Geographic Segmentation

Question 6

Sex, Age, Religion

Answer 6

Demographic Segmentation

Question 7

Mind

Answer 7

Psychographic Segmentation

Question 8

web companies can cater most of their customers’ behavioral needs.

Answer 8

Behavioral Segmentation

Question 9

web site usage behavioral pattern.

Answer 9

Usage Based Segmentation

Question 10

they just surf the web. Web sites who intend to appeal to potential customers in this mode must offer them something that piques their interest.

Answer 10

Browser

Question 11

The site should include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site. These are called _______

Answer 11

trigger words

Question 12

site visitors who are ready to make a purchase right away.

Answer 12

Buyers

Question 13

is part of the web site that keeps track of selected items for purchase and automates the purchasing process

Answer 13

shopping cart

Question 14

Some customers arrive at a web site knowing that it offers items they are interested in buying.

Answer 14

Shoppers

Question 15

These visitors are motivated to buy, but they are looking for more information before they make a purchase decision.

Answer 15

Shoppers

Question 16

It justifies why the business matters, what the business’ purpose is and what value the business adds to people’s lives.

Answer 16

brand

Question 17

The purpose of a _________ is to determine what the business is about and to then address the business or brand challenge, or objective that has been revealed.

Answer 17

marketing strategy

Question 18

four pillars of marketing strategy

Answer 18

1. The environment
2. The business
3. The customers
4. The competitors.

Question 19

It is the overall context or ‘outside world’ in which the business functions. I

Answer 19

environment

Question 20

PESTLE

Answer 20

political, economic, social, technological, legal and environmental

Question 21

It is the one characteristic that can make your product or service better than the competition’s.

Answer 21

unique selling point (USP)

Question 22

this is to introduce the brand to the potential customer. This is achieved through massive advertising campaign. Included here are the different benefits of the product, where to buy, price, and what the brand stands for.

Answer 22

Awareness

Question 23

This is the part where the potential customer is considering buying the product of the brand.

Answer 23

Consider

Question 24

This is the part where the customer is already analyzing the characteristic of the brand to know whether to buy it or not.

Answer 24

Evaluate

Question 25

you have already captured the interest of the customer and has converted them from potential customers to actual buyers.

Answer 25

Buy

Question 26

when you have achieved brand loyalty.

Answer 26

Loyalty Loop