网络营销英文版题库.docx

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1、CHAPTER ONEPAST, PRESENT, AND FUTUREMultiple Choice1. E-marketing affects traditional marketing in which of the following ways?a. increases efficiency of traditional marketing functionsb. technologically transforms marketing strategiesc. marginalizes customer value but increases profitabilityd. both

2、 A and B (d; Moderate; LO2; Use of Information Technology)2. _ is the subset of e-business focused on transactions that include buying/selling, digital value creation, and virtual marketplaces. a. E-commerceb. E-marketingc. Digital technologyd. ESP (a; Easy; LO2; Use of Information Technology) 3. Co

3、nvenient, quick access to digital information has the ability to transform all of the following except _.a. individualsb. ecosystemsc. societies d. businesses(b; Easy; LO1; Use of Information Technology) 4. The internet consists of all of the following except _.a. computers with datab. users who sen

4、d and receive data files, such as e-mail and text messagesc. a technology infrastructure to create, move, share, and consume contentd. a central mainframe(d; Moderate; LO1; Use of Information Technology)5. Data, such as digital coupons or customer complaints, exchanged between companies and consumer

5、s typically travel via _, while off-line electronic data collection, such as bar code scanners or databases, shared internally within an organization, travel via _. a. internet; intranetb. extranet; internetc. extranet; intranetd. the Web; the social network(a; Moderate; LO1; Use of Information Tech

6、nology)6. All of the following e-marketing technologies exist without the World Wide Web, except _.a. electronic data interchange b. e-mailc. text messagingd. hypertext navigation(a; Difficult; LO1; Use of Information Technology)7. In its technical performance, the internet supports the following ro

7、les except _. a. human users and computers that access content and send e-mailb. technology infrastructure to move, create, and view contentc. content providers that create information, entertainment, and so forthd. none; all of the above roles are supported by the internet. (d; Moderate; LO4; Use o

8、f Information Technology)8. The internet can deliver content to all the following except _.a. televisions setsb. refrigeratorsc. paper shreddersd. automobiles (c; Easy; LO4; Use of Information Technology)9. Which of the following outcomes has been cited as a negative one in terms of the world becomi

9、ng a globally networked world?a. growing class divisions due to digital divideb. removing cultural differencesc. efficient markets driven by more workaholismd. all of the above (d; Difficult; LO5; Analytic Skills)10. During the “first wave of internet disruption” companies essentially offered _. a.

10、high-end products for mass marketsb. tangible products that can be compared easily and purchased at relatively low pricesc. commodities available in bulk quantityd. real estate (b; Moderate; LO5; Analytic Skills)11. In the era of the Plateau of Profitability, marketers focused more deliberately on _

11、.a. their traditional return-on-performance roots and well-grounded strategiesb. diversified unique product mixesc. disintermediation of the marketing channeld. product benefits (a; Difficult; p. 11; LO5; Analytic Skills)12. Charles Schwab pitted their online business vs. their established brick and

12、 mortar business. Which of the following is not a result of this competition? a. faster growing accounts and assetsb. lower pricesc. more sales of treasury bonds and less sales of private securitiesd. incorporation of successful e-marketing strategies (c; Difficult; LO1; Analytic Skills)13. Internet

13、 properties, or characteristics, that impact marketing include_. a. global reachb. market deconstructionc. scalable capacityd. all of the above (d; Easy; LO1; Use of Information Technology) 14. As consumers become more demanding, the internet is a good way to deliver customer value because _.a. most

14、 products on the internet are less expensive than on other marketing channelsb. broadband allows marketers to put more cookies on computersc. marketers can send digital coupons to millions of customers instantlyd. customers gain ability to create, share, and access information and entertainment at w

15、ill (d; Moderate; LO3; Reflective Thinking Skills)15. As a strategy, content marketing could involve:a. Creating content on websitesb. Publishing content on social mediac. An e-mail offering a free white paperd. All of the above (d; Moderate; LO3; Use of Information Technology)16. The internet has t

16、he power to do all of the following except _. a. create global communities based on interestsb. decrease cultural and language differencesc. prevent the upward mobility of people and countries at lower socioeconomic levelsd. discourage workaholism (d; Moderate; LO1; Use of Information Technology)17.

17、 Following the boom and bust of the first wave of the internet era, industrialized countries entered the _.a. boomb. bustc. trough of disillusiond. maturity stage (d; Difficult; LO5; Analytic Skills) 18. Which of the following is true regarding print media?a. It is enjoying a new surge in popularity

18、 thanks to websitesb. It is declining due to subscriber and advertiser declinesc. Twitter, YouTube, and e-mail are used for breaking newsd. Both b and c (d; Moderate; LO5; Analytic Skills)True/False19. Individuals can be both users and content providers on the internet.a. Trueb. False (a; Moderate;

19、LO1; Use of Information Technology)20. E-marketing refers to the result of information technology applied to traditional marketing.a. Trueb. False (a; Moderate; LO2; Use of Information Technology)21. The internet provides individual users abilities to access information, entertainment, and communica

20、tion.a. Trueb. False (a; Easy; LO4; Use of Information Technology)22. A blog is a type of online community, but a peer-to-peer file sharing website, such as Dropbox, is not.a. Trueb. False (b; Moderate; LO4; Use of Information Technology) 23. The highest proportion of global internet users (almost 5

21、0%) are located in Asia.a. Trueb. False(a; Difficult; LO5; Multicultural and Diversity Understanding)24. Unsolicited communications, such as spam, represent a threat to the positive impact of e-marketing practices.a. Trueb. False (a; Moderate; LO1; Use of Information Technology)25. Electronic market

22、ing relies exclusively upon web-based technology.a. Trueb. False (b; Difficult; LO5; Use of Information Technology)26. The internet has shifted the balance of power from sellers to buyers.a. Trueb. False (a; Easy; LO3; Reflective Thinking Skills)27. The internet is largely the product of ARPANET, a

23、project commissioned by the United States Department of Defense.a. Trueb. False (a; Difficult; LO5; Use of Information Technology)28. Co-creation occurs when consumers /users help marketers develop products or promotional materials.a. Trueb. False(a; Easy; LO3; Reflective Thinking Skills)29. An exam

24、ple of customer engagement via crowdsourcing is becoming a fan of a brand on Facebook.a. Trueb. False(a; Easy; LO3; Use of Information Technology)Essay Questions30. What is the difference between the internet, an extranet and an intranet? The internet is a global network of interconnected computers.

25、 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 limited. An intranet is an internal network for a company that uses internet standards. Access is limited to internal compa

26、ny use only.(Easy; LO1; Use of Information Technology) 31. 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 communi

27、cations.(Moderate; LO1; Analytic Skills)32. 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 netwo

28、rking. (Easy; LO1; Analytic Skills)33. 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 s

29、ocioeconomic 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) 34. Why did some manufacturers such as Levis stop selli

30、ng on the internet? Channel Conflict with retail accounts Cannibalization Inefficiency (Moderate; LO1; Analytic Skills) 35. The strength of the internet has affected traditional marketing in several ways. List three of them and how they affected marketing. Power shift from sellers to buyers (focus o

31、n customer relationship management) Market Fragmentation (more focus on small target markets and 1 to 1 marketing) Death of distance or geographic location affect (less focus on place for marketing) Knowledge management is key (Track results in real time and focus on database analysis) Interdiscipli

32、nary focus (Marketers must understand technology and use it wisely) Intellectual Capital rules (focus on creativity and imagination)(Difficult; LO5; Reflective Thinking Skills)36. Marketers face new challenges with the advent of streaming, on-demand, and other digital video recorders. What is the ma

33、in challenge and what have companies like Roku 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. Roku (Hulu) has setup

34、content with advertising included that viewers can watch at their leisure and Roku (Hulu) can provide specific metrics to the advertisers on these programs.(Difficult; LO4; Reflective Thinking Skills)CHAPTER TWOSTRATEGIC E-MARKETING AND PERFORMANCE METRICSMultiple Choice1. Which of the following is

35、a goal oriented focus of strategic planning?a. growthb. competitive positionc. geographic scope (e.g., expansion)d. all of the above(d; Easy; LO1; Analytic Skills)2. The four performance areas of the balanced scorecard include all of the following except _.a. customer perspectiveb. internal business

36、 perspectivec. learning and growth perspectived. metrics perspective(d; Moderate; LO3; Analytic Skills)3. Regarding customers and business partnerships, e-marketing is capable of improving the overall value propositions by _.a. increasing benefits for customersb. decreasing costs for customers and t

37、he companyc. increasing the revenuesd. all of the above(d; Moderate; LO2; Analytic Skills)4. The various levels of organizational commitment to e-business include all of the following, except _.a. activityb. business processc. enterprised. business policy(d; Moderate; LO2; Use of Information Technol

38、ogy)5. Which of the following is true about business use of informational technology? a. It generally increases benefits to stakeholders.b. It generally lowers costs to stakeholders.c. It can lead to a decrease in value to stakeholders.d. All of the above.(d; Easy; LO1; Use of Information Technology

39、)6. Which of the following is not a viable competitive position for a firm within its given industry?a. industry leader (e.g., Google)b. price leader (e.g., Priceline)c. quality leader (e.g., Mercedes)d. business model leader (e.g., Borders)(d; Moderate; LO1; Analytic Skills)7. Corporate level busin

40、ess strategies that include information technology components, such as internet, digital databases, are known as _.a. marketing strategiesb. e-business strategiesc. e-marketing strategiesd. corporate strategies(b; Easy; LO2; Use of Information Technology)8. Which of the following is not one of the f

41、our appropriate rationales for choosing the objectives of a strategic plan?a. strategic justificationb. personal justificationc. technical justificationd. financial justification(b; Moderate; LO1; Reflective Thinking Skills)9. Important elements of value include all of the following except _.a. cust

42、omers perception of product benefitsb. partners perception of product costsc. customer evaluations of support servicesd. all of the above(b, Moderate, LO3; Analytic Skills)10. Which of the following processes is unlikely to be carried out at the activity level of e-business commitment? a. customer r

43、elationship managementb. online purchasingc. e-maild. dynamic pricing online(a; Difficult; LO2; Reflective Thinking Skills) 11. Which of the following is not an activity which is likely to be practiced at the business process level of e-business commitment?a. content publishingb. knowledge managemen

44、tc. direct sellingd. database marketing(c; Difficult; LO2; Reflective Thinking Skills)12. _ are specific measures designed to evaluate the effectiveness and efficiency of an organizations operations.a. Strategic outcomesb. Key performance metricsc. Business modelsd. Strategic objectives(b; Moderate;

45、 LO3; Analytic Skills)13. _ can be learned from dividing net profits by total assets.a. Return on investment (ROI)b. Market capitalizationc. Earningsd. Income(a; Easy; LO3; Analytic Skills) 14. Profits and return on investment (ROI) are among the most common metrics used to assess performance from the _ perspective.a. customerb. internalc. innovation/learningd. financial(d; Moderate; LO3; Reflective Thinking)15. Content sponsorship, direct selling, and social networking, occur at the _