Deck 11: Marketing Strategies for the New Economy

Question 1

E-readiness refers to:

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

Answer 1

C

Question 2

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 2

A

Question 3

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

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

Answer 3

C

Question 4

'Fraudband' refers to:

A)online scams where users are prompted to provide their credit card details to enter a competition
B)low bandwidth connection services advertised misleadingly as broadband
C)monetised websites with poor-quality content designed to drive and optimise clicks
D)the word used in the digital economy for illegal and unlicensed broadband operators

Question 5

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 6

Identify the fundamental differences between social media and conventional media and discuss the implications for marketers and advertisers.

Question 7

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 8

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 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

The 'connection' dimension in Rayport and Jaworski's 7Cs framework refers to:

A)the degree to which users can connect emotionally with the design of the website
B)the average speed and bandwidth required to download images on a website
C)the degree to which the site is linked to other websites
D)the ability of users to connect with one another on the website

Question 11

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

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

Question 12

Technologies that allow multimedia technologies to run over lower bandwidths rather than in previous systems of wired and wireless systems are known as:

A)digital economy maximisers
B)data maximisation technologies
C)next generation access technologies
D)data-compression technologies

Question 13

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 14

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 15

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 16

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 17

Which of the following periods was characterised by the dot-com boom?

A)1998-2000
B)2005-2010
C)2010-2011
D)2001-2004

Question 18

Which of the below is not a broadband technology?

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

Question 19

Which of the following are typically viewed as early adopters of semantic web applications?

A)advertising agencies
B)search engines
C)cloud-based consultancies
D)social networking sites

Question 20

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 21

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.

Question 22

Contemporary mainstream media's focus on self-exposure is posing a serious threat to social media.

Question 23

Early Web 1.0 applications included wikis,blogs,podcasting and RSS feeds.

Question 24

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

Question 25

The dot-com bust in 2000-2001 was the result of speculation in online businesses and technologies.

Question 26

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