E-marketing Test Paper

Multiple Choice1. E- trade affects conventional selling in which of the following shipway? a. increases efficiency of traditional marketing functions b. technologically transubstantiates marketing strategies c. marginalizes customer stimulate dear but increases lucrativeness d. both A and B (d defend LO2 office of goods and services of Information Technology)2. ________ is the subset of e-business strained on transactions that include buying/selling, digital value creation, and virtual marketplaces. a. E-commerce b. E-marketing c. Digital technology d. ESP (a well-to-do LO2 commit of Information Technology)3. Convenient, quick admission to digital information has the ability to transform all of the following except ________. a. souls b. ecosystems c. societies d. businesses (a Easy LO1 habit of Information Technology)4. The profit consists of all of the following except ________. a. computers with entropy b. users who give and receive data files, such as e-mail and schoolbook messages c. a technology cornerstone to micturate, move, share, and consume sate d. a central mainframe (d Moderate LO1 substance abuse of Information Technology)5. Data, such as digital coupons or customer complaints, transfer betwixtcompanies and consumers typically travel via _____, while off-line electronic data collection, such as bar code s can buoyners or databases, shared internally within an organization, travel via ________. a. mesh intranet b. extranet meshing c. extranet intranet d. the net the social vane (a Moderate LO1 ingestion of Information Technology)6. All of the following e-marketing technologies exist without the universe Wide Web, except ________. a. electronic data interchange b. email c. text messaging d. hypertext navigation (a rough LO1 enforce of Information Technology)7. In its technical foul performance, the profits supports the following roles except ________. a. human users and computers that access content and conduct e-m ail b. technology infrastructure to move, create, and view content c. content providers that create information, merriment, and so forth d. none all of the to a higher place roles are support by the net. (d Moderate LO4 Use of Information Technology)8. The net income can g farming 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 pctage of internet users. a. Africa b. Asia c. North the States d. Europe (b Moderate LO5 Multicultural and Diversity Understanding)10. Which of the following outcomes has been cited as a negative one in shapes of the world becoming a globularly net profited world? a. growing class divisions due to digital award b. removing cultural differences c. efficient markets driven by more(prenominal) workaholism d. all of the above (d Difficult LO5 uninflected Skills)11. Durin g the first wave of internet disruption companies basically offered _________. a. high-end products for mass markets b. tangible products that can be compared easily and purchased at relatively low prices c. commodities available in bulk quantity d. real estate (b Moderate LO5 analytical 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 odd 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 mortar business. Which of the following is not a result of this competition? a. faster growing accounts and assets b. lower prices c. more gross sales of treasury bonds and less sales of private securities d. incorporation of successful e-marketing strategies (c Difficult LO1 Analytic Skills)14. Intern et properties, or characteristics, that impact marketing include________. a. global sink in 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 volition (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 workout 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 based on interests b. decrease cultural and language differences c. prevent the up(a) 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 specific measures designed to evaluate the force and efficiency of the e-business and e-marketing operations. a. Segm entation variables b. Metrics c. Bench systems d. Site stickiness (b Easy LO2 Analytic Skills) sure/ untrue21. Individuals can be both users and content providers on the internet. a. professedly b. turned (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. unbent b. glowering (b Moderate LO5 Analytic Skills)23. E-marketing refers to the result of information technology applied to traditional marketing. a. True b. simulated (a Moderate LO2 Use of Information Technology)24. The internet provides individual users abilities to access information, entertainment, and communication. a. True b. rancid (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. Unsolicited communications, such as spam, mean 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 project 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 difference 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 company owned networks that are joined to share information. Access to this network is special(a). 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 means 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, and 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 up 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 developed countries. (Moderate LO5 Reflective Thinking Skills)37. Why did some manufacturers such as Levis stop selling on the internet?Channel action with retail accounts Cannibalization Inefficiency (Moderate LO1 Analytic Skills)38. The strength 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 Fragmentation (more focus on weakened target markets and 1 to 1 marketing) Death of distance or geographical location affect (less focus on place for marketing) Time condensation (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 boldness new repugns 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 paying(a) for based on their ability to communicate with consumers. TIVO (Hulu) has setup content with advertizement 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)