Strategic E-Marketing And Performance + Ch2 + Full Test Bank

CHAPTER TWO STRATEGIC E-MARKETING AND PERFORMANCE METRICS

Multiple Choice

1. Which of the following is a goal oriented focus of strategic planning?
2. growth
3. competitive position
4. geographic scope (e.g., expansion)
5. all of the above
6. The four performance areas of the balanced scorecard include all of the following except ________.
7. customer perspective
8. internal business perspective
9. learning and growth perspective
10. metrics perspective
11. Regarding customers and business partnerships, e-marketing is capable of improving the overall value propositions by ________.
12. increasing benefits for customers
13. decreasing costs for customers and the company
14. increasing the revenues
15. all of the above
16. The various levels of organizational commitment to e-business include all of the following, except ________.
17. activity
18. business process
19. enterprise
20. business policy
21. Which of the following is true about business use of informational technology?
22. It generally increases benefits to stakeholders.
23. It generally lowers costs to stakeholders.
24. It can lead to a decrease in value to stakeholders.
25. All of the above.
26. Which of the following is not a viable competitive position for a firm within its given industry?
27. industry leader (e.g., Google)
28. price leader (e.g., Priceline)
29. quality leader (e.g., Mercedes)
30. business model leader (e.g., Borders)
31. Corporate level business strategies that include information technology components, such as internet, digital databases, are known as ________.
32. marketing strategies
33. e-business strategies
34. e-marketing strategies
35. corporate strategies
36. Which of the following is not one of the four appropriate rationales for choosing the objectives of a strategic plan?
37. strategic justification
38. personal justification
39. technical justification
40. financial justification
41. Important elements of value include all of the following except ________.
42. customers’ perception of product benefits
43. partners’ perception of product costs
44. customer evaluations of support services
45. all of the above

(b, Moderate, LO3; Analytic Skills)

1. Which of the following processes is unlikely to be carried out at the activity level of e-business commitment?
2. customer relationship management
3. online purchasing
4. e-mail
5. dynamic pricing online
6. Which of the following is not an activity which is likely to be practiced at the business process level of e-business commitment?
7. content publishing
8. knowledge management
9. direct selling
10. database marketing
11. ________ are specific measures designed to evaluate the effectiveness and efficiency of an organization’s operations.
12. Strategic outcomes
13. Key performance metrics
14. Business models
15. Strategic objectives
16. ________ can be learned from dividing net profits by total assets.
17. Return on investment (ROI)
18. Market capitalization
19. Earnings
20. Income

1. Profits and return on investment (ROI) are among the most common metrics used to assess performance from the ________ perspective.
2. customer
3. internal
4. innovation/learning
5. financial
6. Content sponsorship, direct selling, and social networking, occur at the ________ of the e-business model.
7. activity level
8. business process level
9. enterprise level
10. none of the above
11. Database marketing and customer relationship management (CRM) occur at the ________ of the e-business model.
12. activity level
13. business process level
14. enterprise level
15. none of the above
16. Within the e-business model, e-mail occurs ________.
17. at the activity level
18. at the business process level
19. at the enterprise level
20. none of the above
21. As one of the social media performance metrics, action metrics could include all of the following except:
22. click-through
23. share of voice
24. event attendance
25. purchase
26. The internal perspective of the Balanced Scorecard gives particular attention to ________.
27. market share
28. shareholder value
29. supply chain value to the company
30. customer satisfaction

True/False

1. The Balanced Scorecard is based on three stakeholder perspectives.
2. True
3. False
4. Return on investment (ROI) is a popular metric used to measure performance regarding the financial perspective or the Balanced Scorecard.
5. True
6. False
7. As a marketer using the social commerce business model, you would leverage social media and consumer interactions to facilitate online sales.
8. True
9. False
10. Objectives, strategies and tactics exist exclusively at the executive level.
11. True
12. False
13. In order to determine whether a business model is an appropriate fit for a given firm it is important to consider connected activities and price.
14. True
15. False
16. All e-business models are internet business models.
17. True
18. False
19. Customer relationship management focuses only on retaining existing individual customers.
20. True
21. False
22. The Balanced Scorecard can be used by all types of businesses.
23. True
24. False

(a, Moderate, LO3; Reflective Thinking Skills)

1. Strategy represents the means to achieve a goal.
2. True
3. False
4. An e-business model is a method by which the organization sustains itself in the long term using information technology resources and principles.
5. True
6. False
7. Information technology always lowers costs to business stakeholders.
8. True
9. False
10. Growth in market share is the main way for e-commerce companies to evaluate long term performance.
11. True
12. False

Essay

1. What are four types of justifications that a decision maker may cite to support or oppose an organizational or marketing campaign?
2. From the customer’s perspective, what are the value-added benefits of e-marketing?
3. Business organizations may vary according to their e-business activities. What are the different levels of commitment to e-business available to these organizations?
4. What are the most important considerations in selecting social media performance metrics?
5. What are the four perspectives of the Balanced Scorecard?
6. On what bases can organizations appraise or evaluate their business models?
7. The Balanced Scorecard provides several metrics for evaluating the customer perspective. What are these specific metrics?

• Customer Loyalty
• Lifetime Value
• Customer perceptions
• Penetration of target market
• Customer buying patterns

(Difficult; LO3, Reflective Thinking Skills)