Deck 1: Past, Present, and Future

Question 1

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) plateau of profitability

Answer 1

D

Question 2

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

Answer 2

D

Question 3

According to the text, ________ predicted that the 'e' would drop from e-marketing, suggesting that traditional marketing would evolve and integrate e-marketing principles and practices.

A) Levitt Inc.
B) Friedman Inc.
C) Gartner Inc.
D) Jones Inc.

Answer 3

C

Question 4

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 5

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 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

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 8

________ 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 9

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 10

According to the text, ________ is the region with largest percentage of internet users.

A) Africa
B) Asia
C) North America
D) Europe

Question 11

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

A) electronic data interchange
B) email
C) text messaging
D) hypertext navigation

Question 12

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 13

As a strategy, content marketing could involve:

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

Question 14

Which of the following is true regarding print media?

A) It is enjoying a new surge in popularity thanks to Web sites
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

Question 15

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 16

Internet properties, or characteristics, that impact marketing include________.

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

Question 17

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 18

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 19

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 20

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

A) televisions sets
B) refrigerators
C) video cassette recorders
D) automobiles

Question 21

Define what community means for the internet and give examples.

Question 22

What is a content provider on the internet?

Question 23

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

Question 24

The highest proportion of global internet users about 45%) are located in Asia.

Question 25

Electronic marketing relies exclusively upon web-based technology.

Question 26

According to the text, nowadays the internet should be regarded more as a channel than a place.

Question 27

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

Question 28

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

Question 29

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

Question 30

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 TIVO or Hulu done to alleviate some of the concerns of marketers?

Question 31

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

Question 32

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

Question 33

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

Question 34

Gartner Inc. forecasted that the 'e' in e-business and e-marketing will eventually be dropped, as electronic practices become more standard.

Question 35

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

Question 36

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

Question 37

Concerning internet usage, what is the digital divide?

Question 38

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