Deck 2: Strategic E-Marketing and Performance Metrics

Question 1

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

Answer 1

C

Question 2

The costs associated with the organization's value proposition include, for example, ________.

A) time
B) energy
C) psychic
D) all of the above

Answer 2

D

Question 3

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

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

Answer 3

A

Question 4

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 5

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 6

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

Question 7

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 8

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 9

The Balanced Scorecard is based on three stakeholder perspectives.

Question 10

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 11

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 12

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 13

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

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

Question 14

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 15

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 16

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 17

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 18

Regarding customers and business partners, 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

Question 19

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 20

________ 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 21

Customer relationship management focuses only on retaining existing individual customers.

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

Strategy represents the means to achieve a goal.

Question 28

Information technology always lowers costs to business stakeholders.

Question 29

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

Question 30

What are the four perspectives of the Balanced Scorecard?

Question 31

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

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

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

Question 34

All e-business models are internet business models.

Question 35

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

Question 36

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 37

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

Question 38

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