E-marketing Test Paper

Multiple Choice1. E- marketing affects conventional marketing in which of the following ways? a. increases efficiency of traditional marketing functions b. technologically transforms marketing strategies c. marginalizes customer value but increases profitability d. both A and B (d chair LO2 recitation of schooling Technology)2. ________ is the subset of e-business focused on legal proceeding that include buying/selling, digital value creation, and virtual market dwelling houses. a. E-commerce b. E-marketing c. Digital engine room d. ESP (a Easy LO2 enjoyment of Information Technology)3. Convenient, quick access to digital randomness has the ability to transform all of the following except ________. a. individuals b. ecosystems c. societies d. businesses (a Easy LO1 Use of Information Technology)4. The earnings consists of all of the following except ________. a. computers with data b. users who send and drive data files, much(prenominal) as e-mail and text messages c. a e ngine room infrastructure to create, move, sh ar, and consume content d. a central mainframe (d retard LO1 Use of Information Technology)5. Data, much(prenominal) as digital coupons or customer complaints, exchanged betweencompanies and consumers typically travel via _____, while off-line electronic data collection, such as bar code scanners or databases, shared internally within an organization, travel via ________. a. net income intranet b. extranet internet c. extranet intranet d. the Web the social ne twainrk (a Moderate LO1 Use of Information Technology)6. All of the following e-marketing technologies exist without the World Wide Web, except ________. a. electronic data interchange b. email c. text messaging d. hypertext navigation (a tricky LO1 Use of Information Technology)7. In its technical performance, the internet supports the following roles except ________. a. human users and computers that access content and send e-mail b. technology infrastructure to move, create, and overtake content c. content providers that create information, entertainment, and so forth d. none all of the to a higher place roles are supported by the internet. (d Moderate LO4 Use of Information Technology)8. The internet can deliver content to all the following except _________. a. televisions sets b. refrigerators c. video cassette recorders d. automobiles (c Easy LO4 Use of Information Technology)9. According to the text, ________ is the region with largest percentage of internet users. a. Africa b. Asia c. brotherhood America d. Europe (b Moderate LO5 Multicultural and Diversity Understanding)10. Which of the following outcomes has been cited as a negative one in terms of the world becoming a globally networked world? a. growing class divisions due to digital divide b. removing cultural differences c. efficient markets driven by more workaholism d. all of the above (d unmanageable LO5 analytical Skills)11. During the first flap of internet disruption companies es sentially offered _________. a. high-end products for mass markets b. tangible products that can be compared easily and purchased at relatively low prices c. commodities unattached in bulk quantity d. real estate (b Moderate LO5 Analytic Skills)12. In the era of the Plateau of Profitability, marketers focused more deliberately on _________. a. their traditional return-on-performance roots and well-grounded strategies b. diversified unique product mixes c. disintermediation of the marketing channel d. product benefits (a Difficult p. 11 LO5 Analytic Skills)13. Charles Schwab pitted their online business vs. their established brick and howitzer business. Which of the following is not a result of this competition? a. faster growing accounts and assets b. lower prices c. more sales of treasury bonds and less sales of private securities d. internalization of successful e-marketing strategies (c Difficult LO1 Analytic Skills)14. Internet properties, or characteristics, that impact marke ting include________. a. global reach b. market deconstruction c. scalable capacity d. all of the above (d Easy LO1 Use of Information Technology)15. As consumers become more demanding the internet is a good way to deliver customer value because ________. a. most products on the internet are less expensive than on other marketing channels b. broadband allows marketers to put more cookies on computers c. marketers can send digital coupons to millions of customers instantly d. customers gain ability to create, share, and access information and entertainment at impart (d Moderate LO3 Reflective Thinking Skills)16. According to the text, ________ predicted that the e would drop from e-marketing, suggesting that traditional marketing would evolve and integrate e-marketing principles and practices. a. Levitt Inc. b. Friedman Inc. c. Gartner Inc. d. Jones Inc. (c Moderate LO5 Use of Information Technology)17. ________ is leading to a large increase in wireless networks. a. Integration of information technology and personal digital assistants (PDAs) b. Acceptance and usage of mobile phones and other devices by individuals worldwide c. The World Wide Web d. Increasing adoption of high bandwidth (b Moderate LO4 Use of Information Technology)18. The internet has the power to do all of the following except ________. a. create global communities base on interests b. decrease cultural and vocabulary differences c. prevent the upward mobility of people and countries at lower socioeconomic levels d. discourage workaholism (d Moderate LO1 Use of Information Technology)19. Following the boom and bust of the first wave of the internet era, industrialized countries entered the ________. a. boom b. bust c. trough of disillusion d. plateau of profitability (d Difficult LO5 Analytic Skills)20. ________ are precise measures designed to evaluate the dominance and efficiency of the e-business and e-marketing operations. a. Segmentation variables b. Metrics c. Bench systems d. Site stickiness (b Easy LO2 Analytic Skills) aline/ simulated21. Individuals can be both users and content providers on the internet. a. True b. simulated (a Moderate LO1 Use of Information Technology)22. According to the text, nowadays the internet should be regarded more as a channel than a place. a. True b. False (b Moderate LO5 Analytic Skills)23. E-marketing refers to the result of information technology applied to traditional marketing. a. True b. False (a Moderate LO2 Use of Information Technology)24. The internet provides individual users abilities to access information, entertainment, and communication. a. True b. False (a Easy LO4 Use of Information Technology)25. The term blog refers to online diaries, or journals, that are updated and shared on Web pages. a. True b. False (a Moderate LO4 Use of Information Technology)26. More than 40 percent of global internet users are based in Asia. a. True b. False (a Difficult LO5 Multicultural and Diversity Understanding)27. Unsolicite d communications, such as spam, represent a threat to the positive impact of e-marketing practices. a. True b. False (a Moderate LO1 Use of Information Technology)28. Electronic marketing relies exclusively upon web-based technology. a. True b. False (b Difficult LO5 Use of Information Technology)29. The internet has shifted the balance of power from sellers to buyers. a. True b. False (a Easy LO3 Reflective Thinking Skills)30. Gartner Inc. forecasted that the e in e-business and e-marketing will eventually be dropped, as electronic practices become more standard. a. True b. False (a Moderate LO5 Analytic Skills)31. The internet is largely the product of ARPANET, a purge commissioned by the United States Department of Defense. a. True b. False (a Difficult LO5 Use of Information Technology)32. Co-creation occurs when consumers /users help marketers develop products or promotional materials. a. True b. False (a Easy LO3 Reflective Thinking Skills)Essay Questions33. What is the diffe rence between the internet, an extranet and an intranet?The internet is a global network of interconnected computers. Access to the internet is very broad and open. An extranet is two or more proprietary or family owned networks that are joined to share information. Access to this network is limited. An intranet is an internal network for a company that uses internet standards. Access is limited to internal company use only. (Easy LO1 Use of Information Technology)34. What is a content provider on the internet?Content providers are individuals and organizations that create digital text, video, audio, and graphics to be sent over the internet to users who receive it as information, entertainment or communications.(Moderate LO1 Analytic Skills)35. Define what community delegacy for the internet and give examples.Communities for the internet are groups of users who come together to share information, hold discussions and exchange data. Examples include blogs or web logs, auctions, an d peer-to peer networking. (Easy LO1 Analytic Skills)36. Concerning internet usage, what is the digital divide?Internet adoption is affected by money, literacy, and education. This creates a divide between those who have access to the internet and those who dont. It impairs the upward mobility of those on the lower socioeconomic level, who dont have access to the internet and the information that comes with it. This impacts individuals on the lower socioeconomic levels and those living in less develop countries. (Moderate LO5 Reflective Thinking Skills)37. Why did some manufacturers such as Levis stop selling on the internet?Channel Conflict with retail accounts Cannibalization Inefficiency (Moderate LO1 Analytic Skills)38. The susceptibility of the internet has affected traditional marketing in several ways. List five of them and how they affected marketing.Power shift from sellers to buyers (focus on customer relationship management) Market atomization (more focus on small targe t markets and 1 to 1 marketing) Death of distance or geographic location affect (less focus on place for marketing) Time Compression (24/7 availability)Knowledge management is key (Track results in real time and focus on database analysis) Interdisciplinary focus (Marketers must understand technology and use it wisely) Intellectual Capital rules (focus on creativity and imagination) (Difficult LO5 Reflective Thinking Skills)39. Marketers face new contends with the advent of streaming, on-demand, and other digital video recorders. What is the main challenge and what have companies like TIVO or Hulu done to alleviate some of the concerns of marketers?The main challenge is the ability of consumers to speed through and skip commercials that advertisers have paid for based on their ability to communicate with consumers. TIVO (Hulu) has setup content with advertising included that viewers can watch at their leisure and TIVO (Hulu) can provide specific metrics to the advertisers on these programs. (Difficult LO4 Reflective Thinking Skills)