最新《电子商务导论》.doc

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1、精品资料电子商务导论.Chapter 1 Overview of Electronic Commerce1.1 True/False1) Every company needs a business model describing how the company operates, how it generates sales, and how it provides value to the customers and eventually profit to its owners.Answer: TRUE2) The terms e-commerce and e-business can

2、 be used interchangeably.Answer: TRUE3) The form EC takes depends on the degree of digitization of the product sold, the process, and the delivery method.Answer: TRUE4) In order for a situation to be considered as electronic commerce, the product, process, and delivery method should all be digital.A

3、nswer: FALSE5) Purchasing a computer from Dells Web site is partial EC because the merchandise is physically delivered.Answer: TRUE6) A can be classified as a click-and-mortar organization.Answer: TRUE7) Pure-play organizations are old-economy organizations that perform their primary business offlin

4、e, selling physical products by means of physical agents.Answer: FALSE8) According to Mockler, over 85 percent of EC volume is B2B.Answer: TRUE9) Transactions conducted on P are examples of collaborative commerce.Answer: FALSE10) The introduction of the World Wide Web was a major milestone in electr

5、onic commerce development.Answer: TRUE11) Online publishing is an electronic commerce application.Answer: TRUE12) A person purchasing a pair of shoes from Zappos is an example of B2B.Answer: FALSE13) Economic, legal, societal, and technological factors have created a highly competitive business envi

6、ronment in which customers are becoming less powerful.Answer: FALSE14) Business models are a subset of a business plan or business case and refer to methods of doing business by which a company can generate revenue.Answer: TRUE15) The structure of a social network is often very simple.Answer: FALSE1

7、.2 Multiple Choice1) The process of buying, selling, or exchanging products, services, or information via the computer best definesA) electronic collaboration.B) electronic commerce.C) Tweeting.D) cyber sales.Answer: B2) A broader definition of EC that includes not just the buying and selling of goo

8、ds and services, but also servicing customers, collaborating with business partners, and conducting electronic transactions within an organization best definesA) e-business.B) e-tailing.C) e-collaboration.D) cyber business.Answer: A3) EC can take several forms depending on the degree of digitization

9、 of the following three dimensions:A) the product or service sold, the process, and the delivery method.B) the business process, the collaboration, and the transaction.C) the payment method, the delivery method, and the production method.D) the marketing channel, the agent, and the collaboration met

10、hod.Answer: A4) Dell collaborating electronically with its partners and providing customer service online is an example ofA) B2C.B) e-CRM.C) C2B.D) B2B2C.Answer: B5) Electronic commerce applications includeA) direct marketing.B) online banking.C) m-commerce.D) all of the above.Answer: D6) Support ar

11、eas for EC include each of the following exceptA) infrastructure.B) people.C) public policy.D) business partnerships.Answer: A7) The e-commerce model in which all of the participants are businesses or other organizations is calledA) business-to-consumer.B) business-to-business.C) business-to-busines

12、s-to-consumer.D) consumer-to-consumer.Answer: B8) The e-commerce model in which a business provides some product or service to a client business that maintains its own customers is calledA) business-to-consumer.B) business-to-business.C) business-to-business-to-consumer.D) consumer-to-consumer.Answe

13、r: C9) Ebay auctions are mostlyA) business-to-employees.B) consumer-to-business.C) business-to-consumer.D) consumer-to-consumer.Answer: D10) The second generation of Internet-based services that lets people collaborate and share information online in new ways, such as social networking sites, wikis,

14、 communication tools, and folksonomies best definesA) Wii.B) Web 2.0.C) EC 2.0.D) SNS2.Answer: B11) Using Web 2.0 tools, companies canA) encourage consumers to rate and comment on products.B) allow consumers to create their own topic areas and build communities.C) provide incentives such as sweepsta

15、kes and contests for customers to get involved in new product or service design and marketing campaigns.D) do all of the above.Answer: D12) A _ is a companys method of doing business to generate revenue to sustain itself.A) marketing strategyB) business modelC) value chainD) business planAnswer: B13

16、) According to the _ revenue model, customers pay a fixed amount, usually monthly, to receive some type of service.A) subscription feesB) transaction feesC) advertising feesD) affiliate feesAnswer: A14) Which of the following is not a major revenue model?A) attributive feeB) salesC) transaction fees

17、D) subscription feesAnswer: A15) Large private organizational buyers and government agencies make large-volume or large-value purchases through _, also known as reverse auctions.A) electronic tendering systemsB) online direct marketingC) name-your-own-price modelsD) viral marketingAnswer: A1.3 Fill

18、in the Blank1) _ is the process of buying, selling, transferring, or exchanging products, services, and/or information via computer.Answer: Electronic commerce2) _ are organizations that conduct some e-commerce activities, usually as an additional marketing channel.Answer: Click-and-mortar organizat

19、ions3) _ describes the hardware, software, and networks used in EC.Answer: Infrastructure4) The e-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization is _. Answer: i

20、ntrabusiness EC5) _ is the e-commerce model in which individuals or groups communicate or collaborate online. Answer: Collaborative commerce6) A _ is a service that builds online communities by providing an online space for people to build free homepages and that provides basic communication and sup

21、port tools for conducting different activities in the social network.Answer: social network service7) An _ is a network that uses the Internet to link multiple intranets.Answer: extranet8) _ is a broader definition of EC that includes not just the buying and selling of goods and services, but also s

22、ervicing customers, collaborating with business partners, and conducting electronic transactions within an organization.Answer: E-businessDiff: 3Page Ref: 289) A method of doing business by which a company can generate revenue to sustain itself defines _. Answer: business model10) A _ is a model in

23、which a buyer requests would-be sellers to submit bids; the lowest bidder wins.Answer: tendering (bidding) system1.4 Essay1) List and briefly explain three of the five support services in the electronic commerce framework.Answer: The five support services are people, public policy, marketing and adv

24、ertisement, support services, and business partnerships. The people pillar includes buyers, sellers, intermediaries, service, information systems people, and management. The public policy pillar includes taxes, legal, privacy issues, regulations, compliance, and technical standards. The marketing an

25、d advertisement pillar includes market research, promotions, web content, and targeted marketing. The support services pillar includes order fulfillment, logistics, payments, content, and security systems development. The business partnerships pillar includes affiliate programs, joint ventures, exch

26、anges, e-marketplaces, and consortia.2) 2) List the five typical EC business models.Answer: The five typical EC business models are online direct marketing, electronic tendering systems, electronic marketplaces and exchanges, viral marketing, and social networking and Web 2.0 tools.Chapter 2 E-Marke

27、tplaces: Mechanisms, Tools, and Impacts of E-Commerce2.1 True/False1) EC enablers include electronic markets, e-stores, and e-catalogs. Answer: TRUE2) Storefronts, malls, and portals are EC mechanisms that support the entertainment EC activity.Answer: FALSE3) The emergence of electronic marketplaces

28、 has resulted in lower information search costs for buyers and lower transaction and distribution costs for sellers.Answer: TRUE4) Although both marketplaces and marketspaces can sell physical products, the marketspace can also sell digital products.Answer: TRUE5) An intermediary is a third party th

29、at operates between sellers and buyers.Answer: TRUE6) Travelers using airline Web sites to book their flights directly without the use of travel agents is resulting in the reintermediation of travel agents.Answer: FALSE7) Electronic storefronts, Internet malls, and exchanges are major B2B e-marketpl

30、aces.Answer: FALSE8) Brokers and infomediaries are two types of online intermediaries.Answer: TRUE9) Search engines not only search and match, but also have capabilities that can be used to perform routine tasks that require intelligence.Answer: FALSE10) An electronic shopping cart is an order-proce

31、ssing technology that allows customers to accumulate items they wish to buy while they continue to shop.Answer: TRUE11) Shopping carts for B2B are fairly simple, but a shopping cart for B2C may be more complex.Answer: FALSE12) An auction is a market mechanism that uses a competitive process by which

32、 a seller solicits consecutive bids from buyers or a buyer solicits bids from sellers.Answer: TRUE13) Auctions are based on dynamic pricing.Answer: TRUE14) Reverse auctions are bidding or tendering systems in which the buyer places an item for bid on a request for quote system; then potential suppli

33、ers bid on the job, with the price reducing sequentially, and the lowest bid wins.Answer: TRUE15) In the one buyer, many potential sellers dynamic pricing configuration, the sellers use a forward auction.Answer: FALSE2.2 Multiple Choice1) Electronic markets are the EC mechanism supporting theA) comm

34、unicate, collaborate and learn EC activities.B) presence and delivery, find information, compare, and analyze EC activities.C) improve performance EC activities.D) entertainment EC activities.Answer: B2) Each of the following is a main function of traditional and electronic markets exceptA) matching

35、 buyers and sellers.B) facilitating the exchange of information, goods, services, and payments associated with market transactions.C) financing the transformation of raw materials into finished products.D) providing an institutional infrastructure, such as a legal and regulatory framework that enabl

36、es the efficient functioning of the market.Answer: C3) Digital products have different cost curves than those of regular products because in digitizationA) most costs are variable, and fixed costs are low.B) most costs are fixed, and variable costs are very low.C) most costs are fixed, but variable

37、costs are high.D) all costs are variable.Answer: B4) The portion of an e-sellers business through which customers interact, including the sellers portal, electronic catalogs, shopping cart, and payment gateway is theA) front end of the business.B) back end of the business.C) infrastructure for the b

38、usiness.D) intermediary in the business.Answer: A5) The elimination of various types of agents that mediate between buyers and sellers, such as travel and insurance agents, is referred to asA) automation.B) disintermediation.C) remediation.D) e-distribution.Answer: B6) Online markets that are owned

39、and operated by a single company and that are either sell-side or buy-side are known asA) private e-marketplaces.B) commercial portals.C) e-malls.D) B2B marketplaces.Answer: A7) Public e-marketspaces areA) usually B2B markets.B) often owned by a third party or consortium.C) usually regulated by the

40、government.D) all of the above.Answer: D8) Functionalities provided by EC merchant server software includeA) electronic catalogs.B) search engines.C) shopping carts.D) all of the above.Answer: D9) The presentation of product information in an electronic form and also serving as the backbone of most

41、e-selling sites describesA) e-distributor.B) Kindle.C) e-magazine.D) electronic catalog.Answer: D10) Search tools that search the contents of a users or organizations computer files, rather than searching the Internet areA) desktop search tools.B) enterprise search tools.C) search engine tools.D) ho

42、st search tools.Answer: A11) A market mechanism that uses a competitive process in which a seller solicits consecutive bids from buyers or a buyer solicits bids from sellers best definesA) electronic shopping.B) request for proposal.C) auction.D) request for quotation.Answer: C12) The most common an

43、d traditional form of auctions in which one seller entertains bids from many buyers best describesA) forward auctions.B) reverse auctions.C) bidding auction systems.D) tendering systems.Answer: A13) The dynamic pricing configuration where the resulting price is determined by each partys bargaining p

44、ower, supply and demand in the items market, and possibly business environment factors best describesA) one buyer, one seller.B) one seller, many potential buyers.C) one buyer, many potential sellers.D) many sellers, many buyers.Answer: A14) All of the following are benefits of e-auctions to buyers

45、except:A) can liquidate large quantities quickly.B) convenience of bidding anywhere and any time.C) opportunity to bargain.D) opportunities to find unique items.Answer: A15) Which of the following statements about bartering is false?A) It is the oldest method of trade.B) It is primarily done between

46、 individuals and private parties.C) The problem with bartering is that it is difficult to find trading partners.D) Intermediaries can be helpful, but they are expensive and very slow.Answer: B2.3 Fill in the Blank1) _ refers to an online market, usually B2B, in which buyers and sellers exchange goods or services.Answer: E-marketplace2) A marketplace in which sellers and buyers exchange goods and services for money (or other goods and services), but do so electronically defines _.Answer: marketspace3) _ refers to the portion of an