Deck 1: Internet Marketing As Part of the Marketing Communications Mix

Question 1

Technology that can integrate location into marketing applications is called:

A)apps.
B)Web 3.0.
C)GPS.

Answer 1

C

Question 2

Businesses have enthusiastically adopted the internet for marketing for the following:

A)attract new customers.
B)customer retention.
C)both of the above.

Answer 2

C

Question 3

The Sabre System is an example of:

A)an information product that existed prior to the Internet.
B)the evolution of an internal system into a commercial product.
C)both of the above.

Answer 3

C

Question 4

Which of the following is a true statement about the origins of the Internet?

A)The Internet was initially conceptualized in a term paper by a computer science student at Stanford.
B)The Internet was initially developed by a number of technology companies that wanted to expand the market for their products.
C)The Internet was initially developed by DARPA to fund research in communications technology for defense purposes.

Question 5

Which of the following is not an element of the Internet infrastructure stack?

A)Website content
B)Operations like load balancing and security
C)Connections to the telecommunications backbone of the Internet

Question 6

________ is the communications protocol that provides the common "language" of Internet computing.

A)TCP/IP
B)HTML
C)The graphic browser

Question 7

Web 2.0 is characterized by:

A)services and co-creation.
B)economic and technical evolution.
C)a "dot com" business enterprise.

Question 8

A website must be hosted on a ________.

A)browser
B)interactive device
C)server

Question 9

Objectives that can be appropriate for Internet marketing include:

A)building loyal customer relationships.
B)doubling the customer base.
C)decreasing the need for customer service.

Question 10

The basic business models used on the Internet include:

A)multi-channel marketing.
B)target return on investment.
C)disintermediation.

Question 11

Sales force.com exemplifies:

A)a "cloud computing" product that shows the power of connectivity in a network.
B)a proprietary product used by a single user.
C)technology that is used primarily to develop proprietary software.

Question 12

Which of the following is a true statement about the Internet infrastructure stack?

A)It describes activities that can be performed inside the business or outsourced to independent suppliers.
B)It describes the manner in which different elements come together to create the Internet environment.
C)Both of the above.

Question 13

Term often used when software is made available on a fee for usage basis:

A)Applications Software Providers.
B)Proprietary Software.
C)Software as a Service.

Question 14

The phenomenon we call "the Internet bubble" was characterized by:

A)many Internet businesses that had not attained profitability.
B)venture capital available to even questionable business models.
C)both of the above.

Question 15

Which of the following is not a strategic driver of the Internet economy?

A)Speed is essential to successful Internet operations.
B)Employees can easily be substituted for one another.
C)Making it possible to deal with customers on a 1-to-1 basis.

Question 16

The Sabre System is an example of:

A)a new service made possible by the Internet.
B)an information product.
C)a product targeted solely at the consumer market.

Question 17

Which is not among the four distinct generic goals of Internet marketing?

A)Acquisition
B)Conversion
C)Mobile access

Question 18

The Internet experienced slow but steady growth until ________ allowed users to move around in easy graphical fashion.

A)Yahoo!
B)Mosaic
C)Netscape

Question 19

The most common way consumers discover new online products is through:

A)search.
B)merchant emails.
C)social networking sites.

Question 20

________ is the feature of the Internet that allows users to move easily from one document to another.

A)Telecommunications
B)Common platform
C)Hypertext

Question 21

Enterprises like Sabre gained experience with electronic systems prior to the Internet and were well prepared to take advantage of the Net when it became commercially viable.

Question 22

In the Internet economy it is considered essential to acquire as many customers as possible.

Question 23

Successful global brands rely solely on the Internet for their achievements.

Question 24

Web 3.0 refers to websites and applications that will understand and respond to the user's intent.

Question 25

Websites are typically hosted on a server.

Question 26

The ARPANet was designed as a user-friendly network that would connect businesses around the globe.

Question 27

Pets.com demonstrates an example of one of the most successful of the early Internet-only firms.

Question 28

The Internet has fostered a number of Interactive Marketing Channels.

Question 29

Mosiac, the first graphical browser, made it easier to move around the Internet and thus accelerated its growth.

Question 30

Less than half of online consumers use email on a daily basis.

Question 31

Chapter 1 highlights Sabre, Salesforce, and Google as information products that have achieved success in the Internet economy.Identify another product that is composed of information and that can be accessed over the Internet.Explain the nature of the product and the appeal it has to users.

Question 32

Telecommunications technology forms the "backbone" of the Internet Infrastructure.

Question 33

Lowering costs and increasing quality are not benefits to firms of Internet operations.

Question 34

"Scalability" refers to information systems that can only grow with substantial future investment.

Question 35

There is little room for growth in mobile or broadband in developing countries.

Question 36

The text on page 10 discusses a number of generic marketing objectives that can be accomplished on the Internet.Explain the nature of each, and give a brief example of how an Internet marketer (real or hypothetical) might achieve each objective.