Deck 2: Strategic E-Marketing and Performance Metrics

Question 1

Which of the following is not one of the four appropriate rationales for choosing the objectives of a strategic plan?

A) strategic justification
B) personal justification
C) technical justification
D) financial justification

Answer 1

B

Question 2

Regarding customers and business partnerships, e-marketing is capable of improving the overall value propositions by ________.

A) increasing benefits for customers
B) decreasing costs for customers and the company
C) increasing the revenues
D) all of the above

Answer 2

D

Question 3

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)

Answer 3

D

Question 4

The various levels of organizational commitment to e-business include all of the following, except ________.

A) activity
B) business process
C) enterprise
D) business policy

Question 5

Database marketing and customer relationship management (CRM) occur at the ________ of the e-business model.

A) activity level
B) business process level
C) enterprise level
D) none of the above

Question 6

Which of the following is a goal oriented focus of strategic planning?

A) growth
B) competitive position
C) geographic scope (e.g., expansion)
D) all of the above

Question 7

The Balanced Scorecard is based on three stakeholder perspectives.

Question 8

________ are specific measures designed to evaluate the effectiveness and efficiency of an organization's operations.

A) Strategic outcomes
B) Key performance metrics
C) Business models
D) Strategic objectives

Question 9

Profits and return on investment (ROI) are among the most common metrics used to assess performance from the ________ perspective.

A) customer
B) internal
C) innovation/learning
D) financial

Question 10

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 publishing
B) knowledge management
C) direct selling
D) database marketing

Question 11

The internal perspective of the Balanced Scorecard gives particular attention to ________.

A) market share
B) shareholder value
C) supply chain value to the company
D) customer satisfaction

Question 12

Content sponsorship, direct selling, and social networking, occur at the ________ of the e-business model.

A) activity level
B) business process level
C) enterprise level
D) none of the above

Question 13

As one of the social media performance metrics, action metrics could include all of the following except:

A) click-through
B) share of voice
C) event attendance
D) purchase

Question 14

Corporate level business strategies that include information technology components, such as internet, digital databases, are known as ________.

A) marketing strategies
B) e-business strategies
C) e-marketing strategies
D) corporate strategies

Question 15

________ can be learned from dividing net profits by total assets.

A) Return on investment (ROI)
B) Market capitalization
C) Earnings
D) Income

Question 16

Within the e-business model, e-mail occurs ________.

A) at the activity level
B) at the business process level
C) at the enterprise level
D) none of the above

Question 17

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.

Question 18

Important elements of value include all of the following except ________.

A) customers' perception of product benefits
B) partners' perception of product costs
C) customer evaluations of support services
D) all of the above

Question 19

The four performance areas of the balanced scorecard include all of the following except ________.

A) customer perspective
B) internal business perspective
C) learning and growth perspective
D) metrics perspective

Question 20

Which of the following processes is unlikely to be carried out at the activity level of e-business commitment?

A) customer relationship management
B) online purchasing
C) e-mail
D) dynamic pricing online

Question 21

Information technology always lowers costs to business stakeholders.

Question 22

What are four types of justifications that a decision maker may cite to support or oppose an organizational or marketing campaign?

Question 23

Customer relationship management focuses only on retaining existing individual customers.

Question 24

All e-business models are internet business models.

Question 25

Objectives, strategies and tactics exist exclusively at the executive level.

Question 26

The Balanced Scorecard can be used by all types of businesses.

Question 27

The Balanced Scorecard provides several metrics for evaluating the customer perspective. What are these specific metrics?

Question 28

From the customer's perspective, what are the value-added benefits of e-marketing?

Question 29

On what bases can organizations appraise or evaluate their business models?

Question 30

An e-business model is a method by which the organization sustains itself in the long term using information technology resources and principles.

Question 31

What are the most important considerations in selecting social media performance metrics?

Question 32

Business organizations may vary according to their e-business activities. What are the different levels of commitment to e-business available to these organizations?

Question 33

Return on investment (ROI) is a popular metric used to measure performance regarding the financial perspective or the Balanced Scorecard.

Question 34

Growth in market share is the main way for e-commerce companies to evaluate long term performance.

Question 35

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.

Question 36

Strategy represents the means to achieve a goal.

Question 37

As a marketer using the social commerce business model, you would leverage social media and consumer interactions to facilitate online sales.

Question 38

What are the four perspectives of the Balanced Scorecard?