Deck 15: Global Marketing and the Digital Revolution

Question 1

There is a misperception that the market opportunity in Africa is limited because people are too poor.

Answer 1

True

Question 2

Which of the following pioneers of the digital revolution developed the URL, HTTP, and HTML, thus paving the way for the World Wide Web?

A) Robert Noyce and Jack Kilby
B) Vincent Atanasoff and Clifford Berry
C) Vint Serf and Bob Kahn
D) Steve Jobs and Steve Wozniak
E) Tim Berners-Lee

Answer 2

E

Question 3

A key player in the cell phone business who could have been first to market a cell phone camera is:

A) Ericsson.
B) Samsung.
C) Motorola.
D) Sprint.
E) AT&T.

Answer 3

C

Question 4

The Chinese government, alarmed by the free flow of information across the Internet, closely monitors the content on Web sites that its citizens access. Facebook, Twitter, and numerous other social media sites are blocked in China.

Question 5

The digital revolution is causing dramatic, desired changes in industry structures.

Question 6

An Internet site's address on the World Wide Web is a(n):

A) HTML.
B) HTTP.
C) URL.
D) WWW.
E) HTTPS.

Question 7

The marginal cost of storing and distributing digitized products-music files, for example-is practically nothing.

Question 8

E-mail within a computer network was made possible by the creation of a file-transfer program in 1972, which enabled an e-mail created by one network to be delivered to a computer on a different network.

Question 9

The digital revolution is a paradigm shift resulting from technological advances that allow for the digitization of analog sources of information, sounds, and images.

Question 10

Robert Noyce and Jack Kilby are pioneers in the digital revolution. What contribution did they make?

A) They invented the transistor.
B) They invented the spreadsheet.
C) They invented the first digital computer.
D) They invented the silicon chip.
E) They invented the Internet.

Question 11

Facebook, Google, Pinterest, Twitter, and Wikipedia represent which element of the marketing mix?

A) price
B) product
C) place
D) promotion
E) people

Question 12

In 1948, a Bell Labs researcher named Claude Shannon wrote a technical report in which he proposed that all information media could be encoded in binary digits, or bits.

Question 13

Because the Internet is global, no single country controls it.

Question 14

Claude Shannon's technical report led to his pioneer work for which he is regarded as the inventor of the:

A) transistor.
B) spreadsheet.
C) information theory.
D) silicon chip.
E) Internet.

Question 15

In the 1950s, which company used transistor technology licensed from Bell Labs to develop the transistor radio?

A) Nokia
B) Sony
C) Panasonic
D) RCA
E) Sanyo

Question 16

Which of the following digital revolution pioneers were instrumental in created the "network of networks" that is now known as the Internet?

A) Robert Noyce and Jack Kilby
B) Vincent Atanasoff and Clifford Berry
C) Vint Serf and Bob Kahn
D) Steve Jobs and Steve Wozniak
E) Tim Berners-Lee

Question 17

The integrated circuit and the concept of binary code permitted the development of the:

A) transistor.
B) radio.
C) personal computer.
D) smartphone.
E) SMS.

Question 18

Today, almost 3 billion people-nearly half of the world's population-are using the Internet.

Question 19

The new user interface that has the potential to replace our phones, TVs, and desktop computers is described by all of the following terms except:

A) virtual reality.
B) interface reality.
C) mixed reality.
D) personal reality.
E) preferred reality.

Question 20

According to Steve Case, founder of AOL, the second wave of the Internet revolution lasting from 2000 to 2014, shifted the focus from building the Internet to building on top of it.

Question 21

Ironically, Motorola, a key player in the cell phone business, could have been first to market with a cell phone camera.

Question 22

The value network for the personal computer industry is not different from the value network for mainframe computers.

Question 23

Originally, Sony entered new businesses by acquiring CBS Records and Columbia Motion Pictures. These acquisitions represent convergence because they occurred in the early days of the digital revolution, when motion pictures, recorded music, and consumer electronics were still separate industries.

Question 24

Despite the "go-slow "market entry strategy in the United States, by 2016 Alibaba was selling nearly 15 billion items per year-three times more than Amazon.

Question 25

________ is the term that refers to the merging of different industries such as computers, photography, and motion pictures.

A) Value networks
B) Convergence
C) Disruptive technology
D) Telematics
E) Agnostic marketing

Question 26

"Convergence" is a term that describes a world in which the telecommunications, consumer electronics, computer, and entertainment industries are entering each other's markets.

Question 27

According to various statistics, South Korea leads the world in providing its citizens with access to information and communications technologies. Discuss how South Korea could lead the world in technology and why the United States has taken a relatively slow start, particularly in spreading the broadband technology.

Question 28

Although IBM tried to regain its position by creating its first PC, it was slow to recognize the growing demand for laptops.

Question 29

An innovation that is disrupting to one firm can be sustaining to another firm.

Question 30

According to innovation expert Clayton Christensen, markets that don't exist can't be analyzed since companies embrace agnostic marketing.

Question 31

Sustaining technologies enable something to be done that was previously deemed impossible.

Question 32

China, India, Brazil, and the European Union (EU) have taken the position that, because the Internet is global, one single country should be in control of it.

Question 33

What is convergence? What kind of challenges does it present?

Question 34

Kodak has easily made the transition from industry leadership in chemical-based photography to industry leadership in digital photography.

Question 35

The Internet's powerful capabilities and increasing importance have resulted in a backlash that manifests itself in various ways. Giving examples, explain how this statement is true.

Question 36

According to the innovator's dilemma:

A) the computing power of a microprocessor doubles every 18 months.
B) markets that don't exist can't be analyzed.
C) well-managed companies that listen and respond to needs of established customers may miss opportunities to innovate.
D) regulation of e-commerce activities will increase at a rate that is directly proportional to the growth of e-commerce revenues.
E) innovations are copied soon after they are discovered.

Question 37

According to innovation expert Clayton Christensen, an organization's capabilities define its disabilities.

Question 38

According to innovation expert Clayton Christensen, the creation of the Internet represented a disruptive technology for Dell Computer.

Question 39

Russia and China have new cyber-security laws requiring that all data about customers in their respective countries be stored on in-country servers.

Question 40

Some company executives become so committed to a current, profitable technology that they fail to provide adequate levels of investment in new, apparently riskier technologies.

Question 41

According to Christensen's five principles of disruptive innovations, the following statement is not true:

A) companies depend on customers and investors for resources.
B) small markets solve the growth needs of large companies.
C) markets that don't exist can't be analyzed.
D) an organization's capabilities define its disabilities.
E) technology supply may not equal market demand.

Question 42

Which of the following is not one of Clayton Christensen's principles of disruptive innovation?

A) Companies depend on customers for resources.
B) Small markets don't satisfy the growth needs of large companies.
C) Markets that don't exist can't be analyzed.
D) Technology supply may not equal market demand.
E) E-commerce activities can be divided into three categories.

Question 43

Research suggests that visitors spend more time at sites that are in English than in their own language.

Question 44

Which of the following principles of disruptive innovation pertains to the notion of agnostic marketing?

A) Companies depend on customers for resources.
B) Small markets don't satisfy the growth needs of large companies.
C) Markets that don't exist can't be analyzed.
D) Technology supply may not equal market demand.
E) A company's capabilities define its weaknesses.

Question 45

________ are online retail operations that allow customers to purchase goods and services.

A) Promotion sites
B) Matrix sites
C) Transfer sites
D) Transaction sites
E) Content sites

Question 46

What is meant by e-commerce? How can e-commerce activities be classified?

Question 47

Web sites can be classified by purpose as represented by the term:

A) matrix sites.
B) international sites.
C) geographic sites.
D) promotion sites.
E) regional sites.

Question 48

Web sites that provide news and entertainment and support a company's PR efforts are known as:

A) company sites.
B) transaction sites.
C) promotion sites.
D) content sites.
E) cyber sites.

Question 49

Each value network has a ________ associated with it that dictates the margins needed to achieve profitability.

A) dilemma
B) transaction
C) technology
D) cost structure
E) digital network

Question 50

The domain name for Amazon.com in Germany is:

A) amazon.com.gm.
B) amazon.gr.
C) amazon.ge.
D) amazon.de.
E) amazon.gm.

Question 51

Each network has its own "metrics of value." For laptop computers this value would include all of the following except:

A) small size.
B) low weight.
C) power consumption.
D) memory capacity.
E) rugged design.

Question 52

Internet penetration is less than 10 percent in:

A) Qatar.
B) Bahrain.
C) Greenland.
D) Burundi.
E) the Netherlands.

Question 53

In South Korea, the Netherlands, Greenland, the UAE, Bahrain, and Qatar, more than 90 percent of the population is online.

Question 54

Web "content sites" provide news and entertainment and support a company's PR efforts.

Question 55

Describe the principles developed by Christensen in order to help managers recognize the innovator's dilemma and develop appropriate responses to environmental change.

Question 56

Today Microsoft lags behind new industry entrants in high-growth, consumer-oriented areas such as search and social networking. Which of the principles of disruptive innovation does this fact pertain to?

A) Companies depend on customers for resources.
B) Small markets don't satisfy the growth needs of large companies.
C) Markets that don't exist can't be analyzed.
D) Technology supply may not equal market demand.
E) A company's capabilities define its disabilities.

Question 57

Some global marketers make the strategic decision to establish a presence on the Web without offering transaction opportunities even though the product could be sold that way. Such sites are known as:

A) company sites.
B) transaction sites.
C) promotion sites.
D) content sites.
E) cyber sites.

Question 58

As Pandora CEO Joe Kennedy recently remarked, "The good news is that the Internet is global, and that the copyright law is country by country."

Question 59

The top Digital Agency Network by 2016 Interactive Marketing Revenues is:

A) IBM iX.
B) Deloitte Digital.
C) Accenture Interactive.
D) PwC Digital Services.
E) Publicis Sapient

Question 60

Amazon.com, the leading Internet bookseller, allows users to purchase books, CDs, and other products online. Amazon.com is primarily a(n) ________ site.

A) promotion
B) content
C) transaction
D) execution
E) cyber

Question 61

The term "m-commerce" is used to describe the use of:

A) Internet in commerce.
B) web.com in commerce.
C) credit cards in commerce.
D) money in commerce.
E) cell phones in commerce.

Question 62

It is advisable to start a double-ACSII platform when designing a Web site's architecture since:

A) the English language can store only a maximum of 256 characters.
B) French and German languages use the Latin alphabet.
C) German-language Web sites require double the English Web site's capacity.
D) French and German languages cannot be used in a Web site's architecture.
E) Japanese and Chinese languages require a database which supports such a platform.

Question 63

The country which boasts the world's fastest average Internet speed is:

A) Russia.
B) China.
C) South Korea.
D) India.
E) Japan.

Question 64

"Cloud computing" is different from currently available technologies in all of the following aspects except:

A) it is performed "in the cloud."
B) applications are delivered through a Web browser.
C) it is installed in the computer's hard drive.
D) computer files can be accessed remotely.
E) archives are stored on massive remote servers.

Question 65

________-commerce is one of the significant marketing opportunities made possible by the digital revolution.

A) Multinational
B) Mobile
C) Multisegment
D) Marginal-cost
E) Multilingual

Question 66

Streaming media represents a huge market opportunity for all of the following except:

A) video game industry.
B) online gaming.
C) game publishers.
D) Internet portals.
E) telematics.

Question 67

Wi-Fi, or wireless fidelity, permits laptop and PDA users to establish high-speed wireless connections to the Internet via:

A) infrared rays.
B) magnetic rays.
C) hot spots.
D) laptop warriors.
E) modem.

Question 68

Although it is certainly possible for European consumers to browse Amazon.com's U.S. site, they prefer a direct link to a site with a local domain name. All of the following are possible reasons for such behavior except:

A) the Web site of choice will be one that quotes prices in euros.
B) the Web site of choice will be that which offers a product selection tailored to local tastes.
C) the preference will be for the Web site which ships from local distribution points.
D) due to price fluctuations the preference will be for the Web site that quotes prices in U.S. dollars.
E) the preference will be for sites that are in their own language.

Question 69

The practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it is referred to as:

A) gray market.
B) piracy.
C) copyright violation.
D) cybersquatting.
E) patent violation.

Question 70

Which of the following is not a critical issue for a company whose management intends to engage in e-commerce?

A) privacy
B) credit card fraud in developing countries
C) ensuring that logos and other brand identity elements are consistent with local preferences
D) ensuring a company's computer system supports only a particular language
E) the availability of hot spots for Wi-Fi

Question 71

Broadband offers companies the telecommunication capability to do all of the following except:

A) streaming audio.
B) streaming video.
C) streaming media.
D) streaming sales.
E) compressed video.

Question 72

Konbini is a convenience store in ________, where consumers can pay for online purchases.

A) Indonesia
B) Russia
C) Croatia
D) Japan
E) Bosnia

Question 73

Ideally, each country-specific site should reflect all of the following except ________, which may not be familiar to shoppers in some countries.

A) logos and symbols
B) the local language
C) local customs
D) the shopping cart icon
E) local colors

Question 74

How can Web sites be classified? Show how different companies fall under different categories.

Question 75

While South Korea is considered as "ready for tomorrow" in terms of Internet speed, countries which are "below today's applications threshold" include all of the following except:

A) the United States.
B) Germany.
C) India.
D) Hong Kong.
E) China.

Question 76

The Web site's architecture should be flexible enough to allow all of the following except:

A) different dates.
B) currency.
C) money formatting.
D) local culture.
E) privacy.

Question 77

What are some of the issues that need to be addressed when setting up for global e-commerce?

Question 78

Why are policymakers in countries such as South Korea following the broadband race so closely?

Question 79

Cybersquatting is the practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it.

Question 80

Localizing a Web site in native language can be done by translating a Web site from the home-country language.