Past Present And Future Ch.1 Test Bank

CHAPTER ONE PAST, PRESENT, AND FUTURE

Multiple Choice

1. E-marketing affects traditional marketing in which of the following ways?
2. increases efficiency of traditional marketing functions
3. technologically transforms marketing strategies
4. marginalizes customer value but increases profitability
5. both A and B
6. ________ is the subset of e-business focused on transactions that include buying/selling, digital value creation, and virtual marketplaces.
7. E-commerce
8. E-marketing
9. Digital technology
10. ESP

1. Convenient, quick access to digital information has the ability to transform all of the following except ________.
2. individuals
3. ecosystems
4. societies
5. businesses
6. The internet consists of all of the following except ________.
7. computers with data
8. users who send and receive data files, such as e-mail and text messages
9. a technology infrastructure to create, move, share, and consume content
10. a central mainframe
11. Data, such as digital coupons or customer complaints, exchanged between companies 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 ________.
12. internet; intranet
13. extranet; internet
14. extranet; intranet
15. the Web; the social network
16. All of the following e-marketing technologies exist without the World Wide Web, except ________.
17. electronic data interchange
18. e-mail
19. text messaging
20. hypertext navigation
21. In its technical performance, the internet supports the following roles except ________.
    1. human users and computers that access content and send e-mail
    2. technology infrastructure to move, create, and view content
    3. content providers that create information, entertainment, and so forth
    4. none; all of the above roles are supported by the internet.
22. The internet can deliver content to all the following except _________.
    1. televisions sets
    2. refrigerators
    3. paper shredders
    4. automobiles
23. Which of the following outcomes has been cited as a negative one in terms of the world becoming a globally networked world?
    1. growing class divisions due to digital divide
    2. removing cultural differences
    3. efficient markets driven by more workaholism
    4. all of the above
24. During the “first wave of internet disruption” companies essentially offered _________.
25. high-end products for mass markets
26. tangible products that can be compared easily and purchased at relatively low prices
27. commodities available in bulk quantity
28. real estate
29. In the era of the Plateau of Profitability, marketers focused more deliberately on _________.
    1. their traditional return-on-performance roots and well-grounded strategies
    2. diversified unique product mixes
    3. disintermediation of the marketing channel
    4. product benefits
30. Charles Schwab pitted their online business vs. their established brick and mortar business. Which of the following is not a result of this competition?
31. faster growing accounts and assets
32. lower prices
33. more sales of treasury bonds and less sales of private securities
34. incorporation of successful e-marketing strategies
35. Internet properties, or characteristics, that impact marketing include________.
    1. global reach
    2. market deconstruction
    3. scalable capacity
    4. all of the above

1. As consumers become more demanding, the internet is a good way to deliver customer value because ________.
   1. most products on the internet are less expensive than on other marketing channels
   2. broadband allows marketers to put more cookies on computers
   3. marketers can send digital coupons to millions of customers instantly
   4. customers gain ability to create, share, and access information and entertainment at will
2. As a strategy, content marketing could involve:
   1. Creating content on websites
   2. Publishing content on social media
   3. An e-mail offering a free white paper
   4. All of the above
3. The internet has the power to do all of the following except ________.
4. create global communities based on interests
5. decrease cultural and language differences
6. prevent the upward mobility of people and countries at lower socioeconomic levels
7. discourage workaholism
8. Following the boom and bust of the first wave of the internet era, industrialized countries entered the ________.
   1. boom
   2. bust
   3. trough of disillusion
   4. maturity stage

1. Which of the following is true regarding print media?
   1. It is enjoying a new surge in popularity thanks to websites
   2. It is declining due to subscriber and advertiser declines
   3. Twitter, YouTube, and e-mail are used for breaking news
   4. Both b and c

True/False

1. Individuals can be both users and content providers on the internet.
   1. True
   2. False
2. E-marketing refers to the result of information technology applied to traditional marketing.
3. True
4. False
5. The internet provides individual users abilities to access information, entertainment, and communication.
6. True
7. False
8. A blog is a type of online community, but a peer-to-peer file sharing website, such as Dropbox, is not.
9. True
10. False
11. The highest proportion of global internet users (almost 50%) are located in Asia.
    1. True
    2. False
12. Unsolicited communications, such as spam, represent a threat to the positive impact of e-marketing practices.
    1. True
    2. False
13. Electronic marketing relies exclusively upon web-based technology.
14. True
15. False
16. The internet has shifted the balance of power from sellers to buyers.
17. True
18. False
19. The internet is largely the product of ARPANET, a project commissioned by the United States’ Department of Defense.
    1. True
    2. False
20. Co-creation occurs when consumers /users help marketers develop products or promotional materials.
    1. True
    2. False
21. An example of customer engagement via crowdsourcing is becoming a fan of a brand on Facebook.
    1. True
    2. False

Essay Questions

1. What is the difference between the internet, an extranet and an intranet?
2. What is a content provider on the internet?
3. Define what community means for the internet and give examples.
4. Concerning internet usage, what is the digital divide?
5. Why did some manufacturers such as Levis stop selling on the internet?
6. The strength of the internet has affected traditional marketing in several ways. List three of them and how they affected marketing.
7. Marketers face new challenges with the advent of streaming, on-demand, and other digital video recorders. What is the main challenge and what have companies like Roku or Hulu done to alleviate some of the concerns of marketers?