Deck 15: Global Marketing and the Digital Revolution

Question 1

In the 1950s, which company used transistor technology licensed from Bell Labs to develop the transistor radio?

A)Nokia
B)Sony
C)Panasonic
D)RCA
E)Sanyo

Answer 1

B

Question 2

The integrated circuit and the concept of binary code permitted the development of the:

A)transistor.
B)radio.
C)personal computer.
D)smartphone.
E)SMS.

Answer 2

C

Question 3

W3C is a foundation that helps develop standards that allow the full potential of the Web to be realized.

Answer 3

True

Question 4

A key player in the cell phone business who could have been first to market with a cell phone camera is:

A)Ericsson.
B)Samsung.
C)Motorola.
D)Sprint.
E)AT&T.

Question 5

Policy makers in some countries are concerned about U.S. control of the Internet. Positions taken by countries such as ________ state that Internet is global and no single country should be in control.

A)Japan and South Korea
B)India and Brazil
C)China and Japan
D)Mexico and Venezuela
E)Thailand and Malaysia

Question 6

According to Steve Case, founder of AOL, the second wave of the Internet revolution lasting from 2000 to 2014, shifted the focus from building the Internet to building on top of it.

Question 7

Today, almost 3 billion people-nearly half of the world's population-are using the Internet.

Question 8

According to a recent "digital opportunity index" published by the United Nations, Japan leads the world in providing its citizens with access to information and communications technologies (ICT).

Question 9

The market opportunity in Africa is limited because the people are too poor, and it is too risky to do business there.

Question 10

Because the Internet is global, no single country controls it.

Question 11

The marginal cost of storing and distributing digitized products-music files, for example-is practically nothing.

Question 12

The digital revolution is causing dramatic, desired changes in industry structures.

Question 13

An Internet site's address on the World Wide Web is:

A)HTML.
B)HTTP.
C)URL.
D)WWW.
E)HTTPS.

Question 14

Claude Shannon's technical report led to his pioneer work for which he is regarded as the inventor of the:

A)transistor.
B)spreadsheet.
C)information theory.
D)silicon chip.
E)Internet.

Question 15

Which of the following digital revolution pioneers created a "network of networks" that is now known as the Internet?

A)Robert Noyce and Jack Kilby
B)Vincent Atanasoff and Clifford Berry
C)Vint Serf and Bob Kahn
D)Steve Jobs and Steve Wozniak
E)Tim Berners-Lee

Question 16

The digital revolution is a paradigm shift resulting from technological advances that allow for the digitalization of analog sources of information, sounds, and images.

Question 17

In 1948, a Bell Labs researcher named Claude Shannon wrote a technical report in which he proposed that all information media could be encoded in binary digits, or bits.

Question 18

Which of the following pioneers of the digital revolution developed URL, http, and HTML, thus paving the way for the World Wide Web?

A)Robert Noyce and Jack Kilby
B)Vincent Atanasoff and Clifford Berry
C)Vint Serf and Bob Kahn
D)Steve Jobs and Steve Wozniak
E)Tim Berners-Lee

Question 19

Facebook, Google, Pinterest, Twitter, and Wikipedia represent which element of the marketing mix?

A)Price
B)Product
C)Place
D)Promotion
E)People

Question 20

Robert Noyce and Jack Kilby are pioneers in the digital revolution. What contribution did they make?

A)They invented the transistor.
B)They invented the spreadsheet.
C)They invented the first digital computer.
D)They invented the silicon chip.
E)They invented the Internet.

Question 21

According to the innovator's dilemma:

A)the computing power of a microprocessor doubles every 18 months.
B)markets that don't exist can't be analyzed.
C)well-managed companies that listen and respond to needs of established customers may miss opportunities to innovate.
D)regulation of e-commerce activities will increase at a rate that is directly proportional to the growth of e-commerce revenues.
E)innovations are copied soon after they are discovered.

Question 22

The Internet's powerful capabilities and increasing importance have resulted in a backlash that manifests itself in various ways. Giving examples, explain how this statement is true.

Question 23

The value network for the personal computer industry is not different from the value network for mainframe computers.

Question 24

According to innovation expert Clayton Christensen, the creation of the Internet represented a disruptive technology for Dell Computer.

Question 25

Ironically, Motorola, a key player in the cell phone business, could have been first to market with a cell phone camera.

Question 26

According to innovation expert Clayton Christensen, markets that don't exist can't be analyzed since companies embrace agnostic marketing.

Question 27

Which of the following is not one of Clayton Christensen's principles of disruptive innovation?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)E-commerce activities can be divided into three categories.

Question 28

According to various statistics, South Korea leads the world in providing its citizens with access to information and communications technologies. Discuss how South Korea could lead the world in technology and why the United States has taken a relatively slow start, particularly in spreading the broadband technology.

Question 29

Sustaining technologies enable something to be done that was previously deemed impossible.

Question 30

Although IBM tried to regain its position by creating its first PC, it was slow to recognize the growing demand for laptops.

Question 31

Acknowledging that consumer awareness of Alibaba is low in the United States, executives are pursuing a "go-slow" approach to the U.S. market.

Question 32

"Convergence" is a term that describes a world in which the telecommunications, consumer electronics, computer, and entertainment industries are entering each other's markets.

Question 33

The Chinese government, alarmed by the free flow of information across the Internet, closely monitors the content on Web sites that its citizens access. Facebook, Twitter, and numerous other social media sites are blocked in China.

Question 34

________ is the term that refers to the merging of different industries such as computers, photography, and motion pictures.

A)Value networks
B)Convergence
C)Disruptive technology
D)Telematics
E)Agnostic marketing

Question 35

What is convergence? What kind of challenges does it present?

Question 36

China, India, Brazil, and the European Union (EU)have taken the position that, because the Internet is global, one single country should be in control of it.

Question 37

Kodak has easily made the transition from industry leadership in chemical-based photography to industry leadership in digital photography.

Question 38

According to innovation expert Clayton Christensen, an organization's capabilities define its disabilities.

Question 39

Some company executives become so committed to a current, profitable technology that they fail to provide adequate levels of investment in new, apparently riskier technologies.

Question 40

An innovation that is disrupting to one firm can be sustaining to another firm.

Question 41

Some global marketers make the strategic decision to establish a presence on the Web without offering transaction opportunities even though the product could be sold that way. Such sites are known as:

A)company sites.
B)transaction sites.
C)promotion sites.
D)content sites.
E)cyber sites.

Question 42

Until recently, visitors to Web sites for most luxury goods purveyors were not given the opportunity to buy. The reason behind this was:

A)luxury goods purveyors did not like to use online promotions.
B)luxury goods purveyors strive to create a shopping experience.
C)global audience do not go online for luxury goods.
D)luxury goods purveyors prefer sending information on iPad.
E)luxury goods are purchased by rich people who do not shop online.

Question 43

In South Korea, the Netherlands, Greenland, the UAE, Bahrain, and Qatar, more than 90 percent of the population is online.

Question 44

Web sites that provide news and entertainment and support a company's PR efforts are known as:

A)company sites.
B)transaction sites.
C)promotion sites.
D)content sites.
E)cyber sites.

Question 45

Today Microsoft lags behind new industry entrants in high-growth, consumer-oriented areas such as search and social networking. Which of the principles of disruptive innovation does this fact pertain to?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)A company's capabilities define its disabilities.

Question 46

________ are online retail operations that allow customers to purchase goods and services.

A)Promotion sites
B)Matrix sites
C)Transfer sites
D)Transaction sites
E)Content sites

Question 47

The top Digital Agency Network by 2014 Interactive Marketing Revenue is:

A)IBM Interactive Experience.
B)Deloitte Digital.
C)Accenture Interactive.
D)Epsilon.
E)Wunderman.

Question 48

Each network has its own "metrics of value." For laptop computers this value would include all of the following except:

A)small size.
B)low weight.
C)power consumption.
D)memory capacity.
E)rugged design.

Question 49

According to Christensen's five principles of disruptive innovations, the following statement is not true:

A)companies depend on customers and investors for resources.
B)small markets solve the growth needs of large companies.
C)markets that don't exist can't be analyzed.
D)an organization's capabilities define its disabilities.
E)technology supply may not equal market demand.

Question 50

Web "content sites" provide news and entertainment and support a company's PR efforts.

Question 51

Internet penetration is less than 10 percent in:

A)Qatar.
B)Bahrain.
C)Greenland.
D)Burundi.
E)the Netherlands.

Question 52

Web sites can be classified by purpose as represented by the term:

A)matrix sites.
B)international sites.
C)geographic sites.
D)promotion sites.
E)regional sites.

Question 53

"Small markets don't solve the growth needs of large companies" and "markets that don't exist can't be analyzed" are two principles of disruptive innovation. These principles are integral to:

A)the five forces model.
B)the flagship model.
C)strategic intent.
D)the innovator's dilemma.
E)the innovator's dream.

Question 54

Which of the following principles of disruptive innovation pertains to the notion of agnostic marketing?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)A company's capabilities define its weaknesses.

Question 55

As Pandora CEO Joe Kennedy recently remarked, "The good news is that the Internet is global and that the copyright law is country by country."

Question 56

Describe the principles developed by Christensen in order to help managers recognize the innovator's dilemma and develop appropriate responses to environmental change.

Question 57

According to the forecast regarding online retail sales among select European countries by the year 2018 Germany will be ranked at the top in the region.

Question 58

Amazon.com, the leading Internet bookseller, allows users to purchase books, CDs, and other products online. Amazon.com is primarily a(n)________ site.

A)promotion
B)content
C)transaction
D)execution
E)cyber

Question 59

What is meant by e-commerce? How can e-commerce activities be classified?

Question 60

In every industry, companies are embedded in a(n)________, which has a cost structure associated with it that dictates the margins needed to achieve profitability.

A)innovator's dilemma
B)transaction
C)URL
D)value network
E)digital network

Question 61

Konbini refers to convenience stores where consumers can pay for online purchases in

A)Indonesia.
B)Russia.
C)Croatia.
D)Japan
E)Bosnia.

Question 62

Government in Singapore and Korea offer large sums of money to private citizens and businesses to pay for broadband equipment and consulting services. In contrast, the spread of broadband is very slow in the United States. What could be the reason for slow movement in the United States?

Question 63

The practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it is called:

A)gray market.
B)piracy.
C)copyright violation.
D)cybersquatting.
E)patent violation.

Question 64

One of the problems with Web site sales is credit card fraud. All of the following countries are those where fraud is rampant except:

A)Indonesia.
B)Russia.
C)Croatia.
D)Japan
E)Bosnia.

Question 65

Cybersquatting is the practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it.

Question 66

The Web site's architecture should be flexible enough to allow all of the following except:

A)different dates.
B)currency.
C)money formatting.
D)local culture.
E)privacy.

Question 67

A broadband communication system is one that has sufficient capacity to carry simultaneously which of the following?

A)multiple voice
B)data
C)video
D)music
E)all of the above

Question 68

Which of the following is not a critical issue for a company whose management intends to engage in e-commerce?

A)privacy
B)credit card fraud in developing countries
C)ensuring that logos and other brand identity elements are consistent with local preferences
D)ensuring a company's computer system supports only a particular language
E)the availability of hot spots for Wi-Fi

Question 69

How can Web sites be classified? Show how different companies fall under different categories.

Question 70

The country which boasts the world's fastest average Internet speed is:

A)Russia.
B)China.
C)South Korea.
D)India.
E)Japan.

Question 71

Wunderman and Epsilon are:

A)popular Internet auction sites in Japan.
B)leading digital agencies.
C)European companies with highly rated Web sites.
D)competing standards for wireless connectivity.
E)popular digital media products.

Question 72

What are some of the issues that need to be addressed when setting up for global e-commerce?

Question 73

As a result of the digital revolution, a variety of companies in all parts of the world are developing a new generation of products, services, and technologies; which include all of the following except:

A)broadband network.
B)mobile commerce.
C)wireless connectivity.
D)smart cell phones.
E)landline connectivity.

Question 74

Although it is certainly possible for European consumers to browse Amazon.com's U.S. site, they prefer a direct link to a site with a local domain name. All of the following are possible reasons for such behavior except:

A)the Web site of choice will be one that quotes prices in euros.
B)the Web site of choice will be that which offers a product selection tailored to local tastes.
C)the preference will be for the Web site which ships from local distribution points.
D)due to price fluctuations the preference will be for the Web site that quotes prices in U.S. dollars.
E)the preference will be for sites that are in their own language.

Question 75

Streaming media represents a huge market opportunity for all of the following except:

A)video game industry.
B)online gaming.
C)game publishers.
D)Internet portals.
E)telematics.

Question 76

Broadband offers companies the telecommunication capability to do all of the following except:

A)streaming audio.
B)streaming video.
C)streaming media.
D)streaming sales.
E)compressed video.

Question 77

Localizing a Web site in native language can be done by translating a Web site from the home-country language.

Question 78

The domain name for Amazon.com for Germany is:

A)amazon.com.gm.
B)amazon.gr.
C)amazon.ge.
D)amazon.de.
E)amazon.gm.

Question 79

It is advisable to start a double-ACS2 platform when designing a Web site's architecture since:

A)the English language can store only a maximum of 256 characters.
B)French and German languages use the Latin alphabet.
C)German-language Web sites require double the English Web site's capacity.
D)French and German languages cannot be used in Web site's architecture.
E)Japanese and Chinese languages require a database which supports such platform.

Question 80

Ideally, each country-specific site should reflect all of the following except:

A)local culture.
B)language usage.
C)customs.
D)universal shopping cart icon.
E)brand identity.