Deck 3: The E-Marketing Plan　

Question 1

A(n) ________ is used to identify target markets.

A) SWOT Analysis
B) Balanced Scorecard
C) Marketing Opportunity Analysis (MOA)
D) Environment, Strategy and Performance (ESP)

Answer 1

C

Question 2

An initial public offering (IPO) of a company is viewed generally by invested venture capitalists as a(n)________.

A) golden exit plan
B) threat to his/her investment
C) chance to gain a higher percentage of ownership
D) none of the above

Answer 2

A

Question 3

The ________ is a blueprint, or roadmap, that links the firm's e-business strategy (e-business models) with technology-driven marketing strategies and details for implementation through marketing management.

A) e-marketing plan
B) business model
C) situation analysis
D) strategic plan

Answer 3

A

Question 4

The equivalent of the napkin plan used by a large company is known as the _________.

A) Nike plan
B) just-do-it, bottom-up plan
C) venture capital plan
D) strategic plan

Question 5

Once the e-marketing plan is implemented, its success depends on ________.

A) funding
B) planning
C) continuous evaluation
D) formulating objectives

Question 6

In order to decide how online prices will compare to offline equivalents, marketers must consider ________.

A) differing costs of sorting and delivering
B) competitive concerns
C) market concerns
D) all of the above

Question 7

Venture capitalists typically expect to ________.

A) get their money out of an investment immediately
B) get their money out of an investment within a few years as part of an exit plan
C) take over ownership of their investments
D) see a return on every investment they make

Question 8

In the fifth step of the e-marketing planning process ________ tactics are especially important to e-marketers because information technologies are especially adept at automating these processes.

A) business process
B) budgeting
C) information gathering
D) evaluation plan

Question 9

A graphical tool known as a(n) ________ can help marketers better understand the implementation requirements for their plans.

A) product matrix
B) objective-strategy matrix
C) business model
D) evaluation plan

Question 10

All of the following are various types of e-marketing costs incurred by site developers except ________.

A) marketing communication
B) salaries
C) real estate costs
D) site design

Question 11

Firms consider monies saved through internet efficiencies ________.

A) soft revenues
B) difficult currency
C) profits
D) mark-ups

Question 12

Situation analysis should review the firm's ________.

A) environment and SWOT analysis
B) existing marketing plans
C) e-business objectives, strategies and performance metrics
D) all of the above

Question 13

The two most common types of e-marketing plans are known as the venture capital e-marketing plan and the ________.

A) Nike plan
B) tablecloth plan
C) strategic plan
D) napkin plan

Question 14

During which of the following steps will marketers closely monitor actual revenues and costs to make sure that results are on track for accomplishing the objectives?

A) situation analysis
B) formulating objectives
C) plan implementation
D) strategy formulation

Question 15

A well composed business plan should contain enough data and logic to prove that ________.

A) the e-business idea is solid
B) the entrepreneur has some idea of how to run the business
C) the entrepreneur has some idea of the business' benefits, costs, and competition
D) all of the above

Question 16

Formulating an objective should take into consideration all of the following elements except _________.

A) task (what is to be accomplished)
B) measurable quantity (how much)
C) time frame (by when)
D) cost (how much)

Question 17

The strategy of applying different price levels for different customers or situations is referred to as ________.

A) online bidding
B) dynamic pricing
C) direct marketing
D) agent e-business models

Question 18

When selecting an e-business investment venture capitalists are looking for a well composed business plan and ________.

A) sufficient capital
B) a great location
C) a good team of people to implement it
D) government subsidies

Question 19

The purpose of a(n) ________ is to assist in forecasting segment profitability as well as to find competitive advantages to exploit in the online market.

A) situation analysis
B) supply analysis
C) evaluation plan
D) a budgeting plan

Question 20

By far the smallest source of capital for entrepreneurs is ________.

A) banks
B) friends and family
C) angel investors
D) venture capitalists

Question 21

Since intangible benefits of e-marketing are difficult to establish it is often not worth the added expense to tie a financial figure to these benefits.

Question 22

Define dynamic pricing. What are the advantages and disadvantages of using dynamic pricing?

Question 23

In your own words, what is the argument for the distinction between tiers one and two of the e-marketing strategies? Make sure to define the elements of each tier.

Question 24

Tier 2 strategies involve segmentation, targeting, differentiation, and positioning.

Question 25

What are some of the typical objectives of e-marketing plans?

Question 26

Tier 1 strategies include designing the offer, value, distribution, communication, and market/partner relationship management strategies.

Question 27

What are some of the intangible benefits of e-marketing strategies and how can financial figures be tied to these benefits?

Question 28

The "paper plan" is a quick method used by entrepreneurs to communicate their ideas to clients, partners, or investors.

Question 29

The three key environmental factors that affect e-marketing are legal, market-related, and technological.

Question 30

Strategic refinements are not necessary if marketers create feedback mechanisms in their e-marketing plans.

Question 31

Venture capitalists generally enter an investment with a plan to exit within a few years, following an initial public offering or significant buyout from a large firm.

Question 32

In the creation of an e-marketing plan what are the advantages and draw backs of both the napkin plan and the venture capital plan?

Question 33

Venture capitalists are generally not concerned with exit plans, such as taking the company public.

Question 34

The "binder plan" tends to more preferred than the "napkin plan" when presenting an idea to solicit funding from investors.

Question 35

What is meant by a "napkin plan"?

Question 36

E-marketing plans must focus on a single objective.

Question 37

A strategic plan must identify expected returns from an investment.

Question 38

Tier one and tier two strategies are interrelated for most companies.

Question 39

What are the seven steps of the e-marketing plan?