Searching the classifieds is a means to get the end.
A2:
Question
Answer
Comments
2
c
In this world money talks loudest.
A3:
Question
Answer
Comments
3
True
Use by a targeted audience is the reason you got onto the Web in the first place.
A4:
Question
Answer
Comments
4
d
Tactic should be employed to complete a strategy that fulfills wants, needs, and desires by providing useful information and transactions.
Lab 3.2 Self-Review Answers
A1:
Question
Answer
Comments
1
d
A newspaper, magazine, or Web site banner as may be seen by thousands of people, making it the least expensive cost per contact.
A2:
Question
Answer
Comments
2
d
Seen does not mean read or responded to, so although space advertising is inexpensive, it is not very valuable for relationship marketing.
A3:
Question
Answer
Comments
3
b
Since Internet communication can deliver customized interactions, it provides high value. Although initial development incurs expense, the cost is still low for each contact once in use by the audience.
A4:
Question
Answer
Comments
4
False
Unlike most other communication methods, as Internet communication increases variable costs do not. Major usage requires technology investments, but these can be seen as additional fixed costs.
A5:
Question
Answer
Comments
5
True
This is very good news.
A6:
Question
Answer
Comments
6
True
This is even better news as Internet communication can replace more expensive traditional methods (e-mail is free versus mail requires postage). And the value of Internet communication can be greater (e-mail is immediate versus mail takes time).
Lab 3.3 Self-Review Answers
A1:
Question
Answer
Comments
1
b
A plan usually involves moving forward. To do so we must first assess where we are starting from.
A2:
Question
Answer
Comments
2
c
These levels are somewhat arbitrary but useful when assigning qualitative value for comparison purposes.
A3:
Question
Answer
Comments
3
c
Though Internet communication requires technology people for execution, communication is the purpose. And appropriate communication requires communications professionals to call the shots.
A4:
Question
Answer
Comments
4
e
Any information exchange can be automated using Internet communication over public and private networks.
Lab 3.4 Self-Review Answers
A1:
Question
Answer
Comments
1
b
Though it may not seem so sometimes, the IS department is inside your organization.
A2:
Question
Answer
Comments
2
True
Many times, channel participants are a company's biggest or only customers.
A3:
Question
Answer
Comments
3
c
After deciding who we are in communication with, we need to decide what the communication needs are.
A4:
Question
Answer
Comments
4
True
External parties have wants, needs, and desires and our job as Web communicators is to fulfill them.
A5:
Question
Answer
Comments
5
e
Merrimack College has a partnership with WOW. A relationship with many vendors. A credit card transaction system. And a distributor for its education product.
A6:
Question
Answer
Comments
6
d
All three are possible vendors for an Internet communication system that completes transactions over the Web and ships product directly to customers. Many vendors have been already been supplying these services to direct and catalog marketers.