Multiple Choice Answers

Question 1
__________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.
A. Integrated marketing communication (IMC)
B. The hierarchy of effects
C. Brand advertising
D. Wireless advertising

Question 2
To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as __________ to determine the most efficient buy.

Question 3
Which of the following is a strategic awareness strategy for social media?
A. multimedia sharing ??
B. develop word-of-mouth and viral opportunities
C. improve favorable perception of a brand
D. developing social networks

Question 4
Spending on social media advertising is predicted to grow 15 percent to 34 percent faster than __________ advertising over the next five years.
A. search
B. print
C. narrow cast
D. broadcast

Question 5
To track their social media advertising, companies can make a social ________, which is a map or list of all connections__ between individuals, to discover the network size for like-minded people.
A. neighborhood profile
B. data graph
C. stratosphere
D. network map

Question 6
When companies want to learn about where, how, and how often their brand is mentioned online, they would get the best information by utilizing a tool known as a social:
A. syndication aggregator.
B. feed collector.
C. media dashboard.
D. brand scanner.

Question 7
Wikis, social book marking, and social news are most representative of the __________ type of social media.
A. reviews and opinions
B. multimedia sharing
C. collaboration
D. entertainment

Question 8
Paid __________ search refers to companies buying listed positions within the results of search at search engine and directories.
A. short text messaging (STM)
B. spam
C. keyword
D. location-based

Question 9
Cable TV is an example of __________ media because it contains focused content appealing to special-interest markets.
A. direct
B. point cast
C. narrow cast
D. broadcast

Question 10
A __________ is a digital media file produced and distributed via Real Simple Syndication (RSS) for playback on a variety of fixed and/or mobile media players.
A. meta file
B. pod cast
C. hypertext markup
D. widget

Question 11
__________, much like e-mail, allows for more selective targeting and customization for audience communications.
A. Banner ads
B. Blog rolls
C. Facsimile
D. Direct postal mail

Question 12
Facebook, My Space, and LinkedIn are examples of __________, or social structures made up of nodes that are tied by one or more specific types of inter dependency, such as values, visions, ideas, and so on.
A. net neighborhoods
B. blogospheres
C. stratospheres
D. social networks

Question 13
__________ are the only point cast receiving device where unsolicited direct marketing communications are illegal.
B. Radios
C. Fax machines
D. Televisions

Question 14
__________ is non personal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.
A. Integrated marketing communication (IMC)
B. Adware
C. Advertising
D. Direct marketing

Question 15
__________ refers to reaching and gaining the attention of a target market at the lowest cost possible.
A. Eliciting
B. Effectiveness
C. Efficiency
D. Expedience

Question 16
Marketers use __________ by creating profiles and pages, advertising on user pages or proving applications to network users – such as games and virtual postcards.
A. blogs
B. multimedia sharing
C. collaboration
D. social networks

Question 17
__________ are short-term incentives of gifts or money that facilitate the movement of products from producer to end-user.
A. Online events
B. Sales promotions
C. Community building
D. Point-cast media

Question 18
The biggest downside of animated and highly interactive banners is that they:
A. tend to bore customers.
B. require greater bandwidth.
C. are difficult to read.
D. are difficult to interpret.

Question 19
Broadcast media such as TV and __________ offer ubiquitous penetration due in large part to high rates of ownership among consumers.
A. internet
B. radio
C. newspaper
D. social media

Question 20
__________ refers to the type of media that is based on conversation and interaction between people online. It can include internet forums, blogs, podcasts, picture-sharing, and more.
A. New media
B. Social media
C. Engagement media
D. Mixed media

Multiple Choice Answers

Question 1
An agent that represents a cluster of manufacturers, e-tailers, and content providers organized around a life event or major asset purchase is known as a(n):
A. metamediary.
B. manufacturer’s agent.
C. virtual mall.
D. affiliate.

Question 2
A(n) __________ is an online organization that aggregates and distributes information. A market research firm is one example of such an organization.
A. infomediary
B. dis inter mediator
C. distribution system
D. virtual retailer

Question 3
A distribution channel is composed of all of the following EXCEPT:
A. producers.
B. intermediaries.
C. marketers.
D. buyers.

Question 4
Electronic data interchange (EDI) is based upon which of the following key variables?
A. Openness of the system
B. Transport method
C. Type of technology used for implementation
D. All of the above

Question 5
__________ functions refer to making contact with buyers and using marketing communication strategies to make those buyers aware of products.
A. Advertising
B. Selling
C. Transactional
D. One-to-one marketing

Question 6
__________ save(s) customers money by avoiding the middleman; sometimes it leads to more rapid delivery of the product.
A. Infomediaries
B. Disintermediation
C. Indirect selling
D. Aggregation

Question 7
All of the following are intermediary models in common use on the internet EXCEPT:
A. brokerage models.
B. direct selling models.
C. agent models.
D. online retailing.

Question 8
The benefits of market research include:
A. it can be helpful in estimating the size of a target market.
B. it carries no cost when gathered online.
C. it is always available from outside sources.
D. all of the above.

Question 9
A distribution channel in which the manufacturer deals directly with the customer (e.g., sale of digital products) is called a(n) __________ channel.
A. indirect
B. direct
C. outsourcing
D. brokered

Question 10
__________ is the computerized exchange of information between organizations, typically used to reduce or eliminate paperwork.
A. Enterprise resource planning (ERP)
B. Electronic data interchange (EDI)
C. Supply chain management (SCM)
D. Secure electronic transfers

Question 11
__________ agents can predict consumer preferences based on past purchases.
A. Collaborative filtering
B. Purchasing
C. Selling
D. Marketing

Question 12
The process of __________ is the “Holy Grail” in supply chain management.
A. enterprise resource planning
B. electronic data interchange
C. continuous replenishment
D. secure electronic transfers

Question 13
Which of the following is a possible solution to the “last mile problem”?
A. Dummy boxes
B. E-stops
C. Direct delivery
D. Bulk distribution

Question 14
The most effective online marketing communications:
A. are initiated by pull marketing.
B. represent a coordinated effort among channel members.
C. give little attention to differentiated market segments.
D. reach a broad audience.

Question 15
Supply chain management refers to the coordination of flows in three categories: material, information and:
A. marketing.
B. distribution.
C. logistics.
D. financial.

Question 16
__________ pool many buyers together to achieve larger volume purchases and drive down the price on selected items.
A. Reverse auctions
B. Shopping agents
C. Buyer cooperatives
D. Metamediaries

Question 17
Which of the following is NOT a customer benefit provided by virtual malls?
A. Branding
B. Gift registry
C. Shopping agents
D. Electronic money

Multiple Choice Answers

Question 1
A URL is a Web site address. It is also called a(n):
A. resource locator.
C. online extension.
D. domain name.

Question 2
__________ is a critical component in the value proposition.
A. Customer retention
B. Customer support
C. Employee loyalty
D. Product reliability

Question 3
__________ suggests that 80% of a firm’s business typically comes from the top 20% of customers.
A. The Pareto principle
B. Customer loyalty
C. Value segmenting
D. Dynamic pricing

Question 4
A trademark can be:
A. a computer program.
B. patented.
C. a symbol or design.
D. copied by other companies or organizations.

Question 5
__________ power is based largely on the huge quantity of information and product availability on the Web.
A. Buyer
B. Seller
C. Market
D. Product

Question 6
__________ is a reflection of the power shift to buyers from sellers.
A. Discontinuous innovation
B. Customer co-design
C. Internet labeling
D. Uniform resource locations

Question 7
Which of the following attributes of the Internet puts downward pressure on prices?
A. Distribution
B. Price dispersion
C. Self-service order processing
D. Affiliate programs

Question 8
__________ refers to the idea that both buyers and sellers can view all competitive prices for items sold online.
A. Price transparency
B. Dynamic pricing
C. Online pricing
D. None of the above

Question 9
Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?
A. Price
B. Support services
C. Quality
D. Location

Question 10
Which of the following attributes of the Internet puts upward pressure on prices?
A. Just-in-time inventory
B. Printing and mailing
C. Customer service
D. Customer acquisition costs

Question 11
A software virus that does not replicate, but can damage the computer by opening doors for hackers to enter the computer are known as a:
A. worm.
B. Trojan horse.
C. boot virus.
D. backdoor.

Question 12
__________ refers to the variability of purchase behavior with changes in price.
A. Price elasticity
B. Price transparency
C. Dynamic pricing
D. Competition-based pricing

Question 13
Broadly speaking, the definition of price includes all of the following values EXCEPT:
A. money.
B. time.
C. physical cost.
D. psychic cost.

Question 14
Companies select market oriented pricing on the internet to:
A. maximize profits.
B. grow market share.
C. increase return on investment (ROI).
D. All of the above

Question 15
What type of information might be found on an online label at a web site?
A. Product usage
B. Product features
C. Product installation requirement and instructions
D. Product availability

Question 16
The phenomenon that some people may actually pay a higher price for auctioned products than they would pay an online retailer is known as:
A. seller control.
B. buyer control.
C. dynamic pricing.
D. the winner’s curse.

Question 17
__________ shopping agents guide the consumer through the process of quantifying benefits and evaluating the value equation.
A. First-generation
B. Second-generation
C. Third-generation
D. Fourth-generation

Question 18
__________ pricing uses the internet properties for mass customization, automatically devising pricing based on order size and timing, demand and supply levels, and other preset decision factors.
A. Promotional
B. Auction
C. Segmented
D. Negotiated

Question 19
When using __________ segment pricing, a company may set different prices when selling a product in different states or regions.
A. value
B. distance
C. geographic
D. market

Question 20
__________ is the most common profit-oriented objective for pricing.
A. Competition-based pricing
B. Dynamic pricing
C. Current profit maximization
D. Segmented pricing

Multiple Choice Answers

Question 1
__________ means that between countries and between different groups of people within countries, there is a wide division between those who have real access to information and communication technology and those who do not.
A. Digital disparity
B. The digital divide
C. Technological division
D. Technological poverty

Question 2
The use of e-mail or Web sites to impersonate individuals or corporations is an activity known as:
A. framing.
B. identity fraud.
C. linking.
D. spoofing.

Question 3
Which of the following is NOT a widely held criticism of spam?
A. It places burdens on network resources.
B. It reduces the costs of marketing to target consumers.
C. It is an unwanted intrusion for receivers.
D. It is often derived from mailing lists not intended to be used for mass solicitation.

Question 4

Which of the following is NOT a possible sanction for fraudulent conduct?
A. Forfeiture of property
B. Lifetime bans on Internet commerce
C. Civil judgments
D. Consumer education

Question 5
The general attributes of privacy fall into each of the following categories except the:
A. seclusion theory.
B. autonomy model.
C. access-control viewpoint.
D. vacuum model.

Question 6
Within emerging economies, labor costs may be quite low, but technology and other business costs can be quite high because of:
A. privately-owned telephone monopolies.
B. lack of competition between ISPs.
C. lower internet-related business costs than those in developed countries.
D. All of the above

Question 7
Favor for the model of self-regulation is supported by all of the following points EXCEPT:
A. the private sector’s speed in resolving problems within its area of expertise.
B. the often contradictory and confusing nature of law.
C. the motivation to voluntary compliance is compelled by greater consumer confidence.
D. the insufficiently compelling incentives.

Question 8
A company operating from a country with an emerging economy and wanting to target markets in developed countries must understand __________ within the population.
A. market similarity
B. market differences
C. market dissimilarity
D. domestic markets

Question 9
The developing world accounts for a considerable proportion of the world’s __________ connections
A. broadband
B. wireless
C. dial-up

Question 10
This process involves the use of software applications called robots to enter targeted Wed sites and obtain data for the use of its owner.
A. Framing
B. Spidering
C. Deep linking
D. Cyber squatting

Question 11
__________ allow a buyer to use a company’s product, but with restrictions on the ability to duplicate or distribute it.
A. Copyrights
B. Patents
C. Trademarks
D. Licenses

Question 12
The large gap between urban and rural Internet users in China is an example of:
A. the digital divide.
B. competition between ISPs.
C. laws that are slow and complex.
D. diverse cultural values.

Question 13
Thus far, __________ have been established as the primary means of protecting most of content on the Internet.
A. copyrights
B. patents
C. trademarks
D. licenses

Question 14
__________ is one of the most successful e-marketing efforts in countries that are the least economically developed.
A. Having a strategy that is adaptable to different local markets
B. Promoting competition between ISPs
C. Offering wireless Internet
D. Mobile banking

Question 15
The single most important characteristic of emerging economies is that they:
A. have low levels of GDP.
B. are experiencing rapid growth.
C. have expanded credit card use.
D. have a rapidly developing middle class.

Question 16
__________ are ideally suited for the broad range of e-marketing activities.
A. Emerging economies
B. Developed countries
C. Underdeveloped countries
D. Least developed countries (LDCs)

Question 17
E-commerce is emerging markets is often hampered, or hindered, by:
A. limited use and acceptance of credit cards.
B. types of products purchased online.
C. clear definition of market segments willing to shop online.
D. consumer attitudes toward online purchasing.

Question 18
Businesses in emerging economies must deal with problems such as:
A. fewer computer users.
B. expanded credit card use.
C. several methods of online payment.
D. all of the above.

Question 19
Least developed countries (LDCs) often have population segments with much higher income level, dividing them into haves and have-nots. This is known as a __________ economy.
A. side by side
B. dual
C. double
D. mixed

Question 20
Which of the following is a ubiquitous application, meaning it is able to function without a user’s knowledge or control?
A. Java applet
B. Windows
C. E-mail

Multiple Choice Answers

Question 1
Firms consider monies saved through internet efficiencies:
A. soft revenues.
B. difficult currency.
C. profits.
D. mark-ups.

Question 2
Tier 2 strategies are part of which step in the seven-step e-marketing plan?
A. Step 2
B. Step 3
C. Step 4
D. Step 5

Question 3
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.
C. take over ownership of their investments.
D. see a return on every investment they make.

Question 4
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 5
A(n) __________ is used to identify target markets.
A. SWOT Analysis
B. Balanced Scorecard
C. Marketing Opportunity Analysis (MOA)
D. Environment, Strategy and Performance (ESP)

Question 6
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 7
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 8
The purpose of a(n) __________ 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 9
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 10
A graphical tool known as a(n) __________ 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 11
Once the e-marketing plan is implemented, its success depends on:
A. funding.
B. planning.
C. continuous evaluation.
D. formulating objectives.

Question 12
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 13
Which of the following is a Tier 1 strategy?
A. communication
B. formulating objectives
C. segmentation
D. distribution

Question 14
By far the smallest source of capital for entrepreneurs is:
A. the bank.
B. friends and family.
C. angel investors.
D. venture capitalists.

Question 15
During which of the following steps of the e-marketing planning process 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

Question 16
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 17
The equivalent of the napkin plan used by a large company is known as the __________ plan.
A. Nike
B. just-do-it, bottom-up
C. venture capital
D. strategic

Question 18
An initial public offering (IPO) of a company is viewed generally by invested venture capitalists as a(n):
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 19
Which of the following is a Tier 2 strategy?
A. positioning
B. differentiation
C. segmentation
D. distribution

Question 20
The two most common types of e-marketing plans are known as the venture capital e-marketing plan and the __________ plan.
A. Nike
B. tablecloth
C. strategic
D. napkin