Deck 1: Past, Present, and Future

Question 1

Which of the following is true regarding print media?

A) It is enjoying a new surge in popularity thanks to websites
B) It is declining due to subscriber and advertiser declines
C) Twitter, YouTube, and e-mail are used for breaking news
D) Both b and c

Answer 1

D

Question 2

The internet can deliver content to all the following except _________.

A) televisions sets
B) refrigerators
C) paper shredders
D) automobiles

Answer 2

C

Question 3

Internet properties, or characteristics, that impact marketing include________.

A) global reach
B) market deconstruction
C) scalable capacity
D) all of the above

Answer 3

D

Question 4

As a strategy, content marketing could involve:

A) Creating content on websites
B) Publishing content on social media
C) An e-mail offering a free white paper
D) All of the above

Question 5

Convenient, quick access to digital information has the ability to transform all of the following except ________.

A) individuals
B) ecosystems
C) societies
D) businesses

Question 6

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 ________.

A) internet; intranet
B) extranet; internet
C) extranet; intranet
D) the Web; the social network

Question 7

Charles Schwab pitted their online business vs. their established brick and mortar business. Which of the following is not a result of this competition?

A) faster growing accounts and assets
B) lower prices
C) more sales of treasury bonds and less sales of private securities
D) incorporation of successful e-marketing strategies

Question 8

Which of the following outcomes has been cited as a negative one in terms of the world becoming a globally networked world?

A) growing class divisions due to digital divide
B) removing cultural differences
C) efficient markets driven by more workaholism
D) all of the above

Question 9

As consumers become more demanding, the internet is a good way to deliver customer value because ________.

A) most products on the internet are less expensive than on other marketing channels
B) broadband allows marketers to put more cookies on computers
C) marketers can send digital coupons to millions of customers instantly
D) customers gain ability to create, share, and access information and entertainment at will

Question 10

________ is the subset of e-business focused on transactions that include buying/selling, digital value creation, and virtual marketplaces.

A) E-commerce
B) E-marketing
C) Digital technology
D) ESP

Question 11

All of the following e-marketing technologies exist without the World Wide Web, except ________.

A) electronic data interchange
B) e-mail
C) text messaging
D) hypertext navigation

Question 12

Individuals can be both users and content providers on the internet.

Question 13

The internet consists of all of the following except ________.

A) computers with data
B) users who send and receive data files, such as e-mail and text messages
C) a technology infrastructure to create, move, share, and consume content
D) a central mainframe

Question 14

The internet has the power to do all of the following except ________.

A) create global communities based on interests
B) decrease cultural and language differences
C) prevent the upward mobility of people and countries at lower socioeconomic levels
D) discourage workaholism

Question 15

In the era of the Plateau of Profitability, marketers focused more deliberately on _________.

A) their traditional return-on-performance roots and well-grounded strategies
B) diversified unique product mixes
C) disintermediation of the marketing channel
D) product benefits

Question 16

Following the boom and bust of the first wave of the internet era, industrialized countries entered the ________.

A) boom
B) bust
C) trough of disillusion
D) maturity stage

Question 17

During the "first wave of internet disruption" companies essentially offered _________.

A) high-end products for mass markets
B) tangible products that can be compared easily and purchased at relatively low prices
C) commodities available in bulk quantity
D) real estate

Question 18

In its technical performance, the internet supports the following roles except ________.

A) human users and computers that access content and send e-mail
B) technology infrastructure to move, create, and view content
C) content providers that create information, entertainment, and so forth
D) none; all of the above roles are supported by the internet.

Question 19

E-marketing refers to the result of information technology applied to traditional marketing.

Question 20

E-marketing affects traditional marketing in which of the following ways?

A) increases efficiency of traditional marketing functions
B) technologically transforms marketing strategies
C) marginalizes customer value but increases profitability
D) both A and B

Question 21

Unsolicited communications, such as spam, represent a threat to the positive impact of e-marketing practices.

Question 22

Define what community means for the internet and give examples.

Question 23

What is a content provider on the internet?

Question 24

The strength of the internet has affected traditional marketing in several ways. List three of them and how they affected marketing.

Question 25

The internet provides individual users abilities to access information, entertainment, and communication.

Question 26

Concerning internet usage, what is the digital divide?

Question 27

What is the difference between the internet, an extranet and an intranet?

Question 28

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?

Question 29

Co-creation occurs when consumers / users help marketers develop products or promotional materials.

Question 30

The internet is largely the product of ARPANET, a project commissioned by the United States' Department of Defense.

Question 31

Why did some manufacturers such as Levis stop selling on the internet?

Question 32

The internet has shifted the balance of power from sellers to buyers.

Question 33

A blog is a type of online community, but a peer-to-peer file sharing website, such as Dropbox, is not.

Question 34

An example of customer engagement via crowdsourcing is becoming a fan of a brand on Facebook.

Question 35

The highest proportion of global internet users (almost 50%) are located in Asia.

Question 36

Electronic marketing relies exclusively upon web-based technology.