Deck 11: Marketing Strategies for the Digital Economy

Question 1

ICT stands for ______.

A)Integrated Communication Technology
B)Impressive Conductivity Transfer
C)Interested Creativity of Technology
D)Information and Communications Technology

Answer 1

D

Question 2

According to the textbook, which country has the fastest average internet connection speed?

A)Korea
B)Finland
C)France
D)Japan

Answer 2

D

Question 3

Which of the following is characteristic of a bottom-up marketing approach in the digital economy?

A)start with basic transactions at the real-time trading level direct from the electronic marketing system
B)start with high level broad segments and develop carefully defined segments
C)direct marketing and catalogue distribution
D)product management based on broadly defined segments in geographically diverse locations

Answer 3

A

Question 4

High levels of digitisation are usually associated with:

A)physical products with little information flow
B)superior customer service
C)information rich goods or services
D)services with considerable brand equity

Question 5

RSS (such as in RSS feeds) is short for:

A)really simple syndication
B)real-time syndication services
C)readable site summary
D)repreadable syndication serviceslace

Question 6

One of the reasons that Dell Computer found it relatively easy to migrate to the web was because:

A)Dell was already established as a telephone business with effective supporting systems.
B)Dell had a long-standing policy of only hiring software engineers.
C)Dell's customers were already tech-savvy, which facilitated the migration to the web.
D)Dell's headquarters were in Silicon Valley which gave it a strategic advantage and provided it with digital readiness.

Question 7

In customer relationship management (CRM), there are two types of analytics used to identify, collect and report in formation.The two types of analytics are:

A)soft and loose analytics
B)prescriptive and soft analytics
C)descriptive and predictive analytics
D)syndicated and prescriptive analytics

Question 8

'S&DDL' refers to:

A)severe and devastating digital leaks
B)service and digital-dominant logic
C)service and dynamic dominant logic
D)servicing and detecting dominant logic

Question 9

A digital marketing strategy framework begins with:

A)the design of a website using Rayport and Jaworski's 7Cs of customer interface framework
B)the development of mobile applications to facilitate smartphone and computer tablet integration
C)investing in bandwidth and storage capabilities
D)an assessment of the level and depth of digitisation

Question 10

With the digital economy, the challenge is to ______.

A)slow down
B)introduce new products sparingly
C)stay off-line as going on-line is fraught with danger
D)keep up

Question 11

According to Nova Spivack, Web 2.0 is:

A)high in both social connectivity and information connectivity
B)low in social connectivity but high in information connectivity
C)low in both social connectivity and information connectivity
D)high in social connectivity but low in information connectivity

Question 12

Wikis, blogs, podcasting and RSS feeds were all early examples of:

A)semantic web
B)third-party applications
C)e-commerce
D)Web 2.0

Question 13

Which of the following are typically viewed as Web 1.0 based?

A)email
B)search engines
C)wikis
D)blogs

Question 14

The social media landscape is characterised by number of major applications.Which of the following is not a social media application?

A)games
B)publishing
C)advertising
D)sharing

Question 15

Which of the below is not a broadband technology?

A)NBN Fibre
B)SaaS
C)ADSL
D)WiFi

Question 16

E-readiness is a measure of:

A)the quality of an individual marketing manager's understanding of online processes
B)the ability of a firm to sell its products online rather than through conventional distribution channels
C)the quality of a country's information and communication technology infrastructure and the ability of consumers, governments and businesses to use this to their benefit
D)the ability of firms in a given industry to engage in online advertising strategies in order to compete with other firms in different industries

Question 17

A service-dominant logic (SDL) perspective would suggest that a product such as Apple's iPad was successful because:

A)It revolutionised touch-screen technology.
B)Services such as third-party applications added value to the user experience.
C)Apple provided extended service warranties and after-sale support.
D)Customer service at the Apple Store exceeded expectations and created demand.

Question 18

Which of the following industries have already been subjected to digital disruption?

A)automobile, restaurants, health care
B)airlines, newspapers, TV
C)real estate, education, banking
D)fashion, cinemas, fitness

Question 19

Digital disruption in an industry refers to:

A)the degree to which an industry has had to transform as a result of the internet
B)the degree to which an industry uses digital technology in its advertising
C)the penetration of digital media within that industry
D)the amount of money the industry spends on advertising using social media

Question 20

UVP stands for ______.

A)Universal Value Proposal
B)Unique Virtual Platform
C)Universal Value Platform
D)Unique Value Proposition

Question 21

Life for many is now online 24/7 and 365 days of the year and business is becoming increasingly frenetic.

Question 22

Connectivity used to focus on links between computers, networks and software applications.Today connectivity is a fundamental concept for development and operation of the digital economy.
Speed, quality, reliability and security of access via broadband (fixed, mobile and wireless) networks and to collaborative online environments are prerequisites for effective connectivity.

Question 23

Web 3.0 is based on ______.

A)the metaweb connecting intelligence
B)the semantic web connecting knowledge
C)the web connecting information
D)social software connecting people

Question 24

In the digital world, the web is viewed largely as an additional channel for online retailing.

Question 25

Early Web 2.0 applications included wikis, blogs, podcasting and RSS feeds.
Using a service-dominant logic perspective is essential when developing a digital marketing strategy.
The Google Wave project was aimed at consolidating email into a full range of online and mobile communications streams.

Question 26

E-commerce refers to electronically mediated exchanges of financial and other information between an organisation and its external stakeholder.

Question 27

Discuss the issue of privacy and security in the digital world and the implications that these concerns have for marketers.

Question 28

The main principle of the service-dominant logic (SDL) of marketing is that due to increased competition, firms in the digital economy must invest substantially in employee training to meet the demands of customers and exceed expectations.