Deck 3: The E-Marketing Plan

Question 1

The two most common types of e-marketing plans are known as the venture capital e-marketing plan and the ________.

A) Nike plan
B) tablecloth plan
C) strategic plan
D) napkin plan

Answer 1

D

Question 2

During which of the following steps will marketers closely monitor actual revenues and costs to make sure that results are on track for accomplishing the objectives?

A) situation analysis
B) formulating objectives
C) plan implementation
D) strategy formulation

Answer 2

C

Question 3

The equivalent of the napkin plan used by a large company is known as the _________.

A) Nike plan
B) just-do-it, bottom-up plan
C) venture capital plan
D) strategic plan

Answer 3

B

Question 4

Once the e-marketing plan is implemented, its success depends on ________.

A) funding
B) planning
C) continuous evaluation
D) formulating objectives

Question 5

Situation analysis should review the firm's ________.

A) environment and SWOT analysis
B) existing marketing plans
C) e-business objectives, strategies and performance metrics
D) all of the above

Question 6

A graphical tool known as an) ________ can help marketers better understand the implementation requirements for their plans.

A) product matrix
B) objective-strategy matrix
C) business model
D) evaluation plan

Question 7

An initial public offering IPO) of a company is viewed generally by invested venture capitalists as an)________.

A) golden exit plan
B) threat to his/her investment
C) chance to gain a higher percentage of ownership
D) none of the above

Question 8

The ________ is a blueprint, or roadmap, that links the firm's e-business strategy e-business models) with technology-driven marketing strategies and details for implementation through marketing management.

A) e-marketing plan
B) business model
C) situation analysis
D) strategic plan

Question 9

A well composed business plan should contain enough data and logic to prove that ________.

A) the e-business idea is solid
B) the entrepreneur has some idea of how to run the business
C) the entrepreneur has some idea of the business' benefits, costs, and competition
D) all of the above

Question 10

The "paper plan" is a quick method used by entrepreneurs to communicate their ideas to clients, partners, or investors.

Question 11

When selecting an e-business investment venture capitalists are looking for a well composed business plan and ________.

A) sufficient capital
B) a great location
C) a good team of people to implement it
D) government subsidies

Question 12

The strategy of applying different price levels for different customers or situations is referred to as ________.

A) online bidding
B) dynamic pricing
C) direct marketing
D) agent e-business models

Question 13

Firms consider monies saved through internet efficiencies ________.

A) soft revenues
B) difficult currency
C) profits
D) mark-ups

Question 14

Formulating an objective should take into consideration all of the following elements except _________.

A) task what is to be accomplished)
B) measurable quantity how much)
C) time frame by when)
D) cost how much)

Question 15

The purpose of an) ________ is to assist in forecasting segment profitability as well as to find competitive advantages to exploit in the online market.

A) situation analysis
B) supply analysis
C) evaluation plan
D) a budgeting plan

Question 16

In order to decide how online prices will compare to offline equivalents, marketers must consider ________.

A) differing costs of sorting and delivering
B) competitive concerns
C) market concerns
D) all of the above

Question 17

By far the smallest source of capital for entrepreneurs is ________.

A) banks
B) friends and family
C) angel investors
D) venture capitalists

Question 18

All of the following are various types of e-marketing costs incurred by site developers except ________.

A) marketing communication
B) salaries
C) real estate costs
D) site design

Question 19

In the fifth step of the e-marketing planning process ________ tactics are especially important to e-marketers because information technologies are especially adept at automating these processes.

A) business process
B) budgeting
C) information gathering
D) evaluation plan

Question 20

Venture capitalists typically expect to ________.

A) get their money out of an investment immediately
B) get their money out of an investment within a few years as part of an exit plan
D) see a return on every investment they make

Question 21

Tier 1 strategies include designing the offer, value, distribution, communication, and market/partner relationship management strategies.

Question 22

E-marketing plans must focus on a single objective.

Question 23

The "binder plan" tends to more preferred than the "napkin plan" when presenting an idea to solicit funding from investors.

Question 24

The three key environmental factors that affect e-marketing are legal, market-related, and technological.

Question 25

Since intangible benefits of e-marketing are difficult to establish it is often not worth the added expense to tie a financial figure to these benefits.

Question 26

In the creation of an e-marketing plan what are the advantages and draw backs of both the napkin plan and the venture capital plan?

Question 27

Define dynamic pricing. What are the advantages and disadvantages of using dynamic pricing?

Question 28

A strategic plan must identify expected returns from an investment.

Question 29

What are some of the typical objectives of e-marketing plans?

Question 30

In your own words, what is the argument for the distinction between tiers one and two of the e-marketing strategies? Make sure to define the elements of each tier.

Question 31

Tier one and tier two strategies are interrelated for most companies.

Question 32

Venture capitalists are generally not concerned with exit plans, such as taking the company public.

Question 33

What are some of the intangible benefits of e-marketing strategies and how can financial figures be tied to these benefits?

Question 34

Tier 2 strategies involve segmentation, targeting, differentiation, and positioning.

Question 35

What are the seven steps of the e-marketing plan?

Question 36

What is meant by a "napkin plan"?

Question 37

Venture capitalists generally enter an investment with a plan to exit within a few years, following an initial public offering or significant buyout from a large firm.

Question 38

Strategic refinements are not necessary if marketers create feedback mechanisms in their e-marketing plans.