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1、 1 CHAPTER ONE PAST, PRESENT, AND FUTURE Multiple Choice 1. E-marketing affects traditional marketing in which of the following ways? a. increases efficiency of traditional marketing functions b. technologically transforms marketing strategies c. marginalizes customer value but increases profitabili
2、ty d. both A and B (d; Moderate; LO2; Use of Information Technology) 2. _ is the subset of e-business focused on transactions that include buying/selling, digital value creation, and virtual marketplaces. a. E-commerce b. E-marketing c. Digital technology d. ESP (a; Easy; LO2; Use of Information Tec
3、hnology) 3. Convenient, quick access to digital information has the ability to transform all of the following except _. a. individuals b. ecosystems c. societies d. businesses (b; Easy; LO1; Use of Information Technology) 4. The internet consists of all of the following except _. a. computers with d
4、ata b. users who send and receive data files, such as e-mail and text messages c. a technology infrastructure to create, move, share, and consume content d. a central mainframe (d; Moderate; LO1; Use of Information Technology) 2 5. Data, such as digital coupons or customer complaints, exchanged betw
5、een companies and consumers typically travel via _, while off-line electronic data collection, such as bar code scanners or databases, shared internally within an organization, travel via _. a. internet; intranet b. extranet; internet c. extranet; intranet d. the Web; the social network (a; Moderate
6、; LO1; Use of Information Technology) 6. All of the following e-marketing technologies exist without the World Wide Web, except _. a. electronic data interchange b. e-mail c. text messaging d. hypertext navigation (a; Difficult; LO1; Use of Information Technology) 7. In its technical performance, th
7、e internet supports the following roles except _. a. human users and computers that access content and send e-mail b. technology infrastructure to move, create, and view content c. content providers that create information, entertainment, and so forth d. none; all of the above roles are supported by
8、 the internet. (d; Moderate; LO4; Use of Information Technology) 8. The internet can deliver content to all the following except _. a. televisions sets b. refrigerators c. paper shredders d. automobiles (c; Easy; LO4; Use of Information Technology) 3 9. Which of the following outcomes has been cited
9、 as a negative one in terms of the world becoming a globally networked world? a. growing class divisions due to digital divide b. removing cultural differences c. efficient markets driven by more workaholism d. all of the above (d; Difficult; LO5; Analytic Skills) 10. During the “first wave of inter
10、net disruption” companies essentially offered _. a. high-end products for mass markets b. tangible products that can be compared easily and purchased at relatively low prices c. commodities available in bulk quantity d. real estate (b; Moderate; LO5; Analytic Skills) 11. In the era of the Plateau of
11、 Profitability, marketers focused more deliberately on _. a. their traditional return-on-performance roots and well-grounded strategies b. diversified unique product mixes c. disintermediation of the marketing channel d. product benefits (a; Difficult; p. 11; LO5; Analytic Skills) 12. Charles Schwab
12、 pitted their online business vs. their established brick and mortar business. Which of the following is not a result of this competition? a. faster growing accounts and assets b. lower prices c. more sales of treasury bonds and less sales of private securities d. incorporation of successful e-marke
13、ting strategies (c; Difficult; LO1; Analytic Skills) 13. Internet properties, or characteristics, that impact marketing include_. a. global reach b. market deconstruction c. scalable capacity d. all of the above (d; Easy; LO1; Use of Information Technology) 4 14. As consumers become more demanding,
14、the internet is a good way to deliver customer value because _. a. most products on the internet are less expensive than on other marketing channels b. broadband allows marketers to put more cookies on computers c. marketers can send digital coupons to millions of customers instantly d. customers ga
15、in ability to create, share, and access information and entertainment at will (d; Moderate; LO3; Reflective Thinking Skills) 15. As a strategy, content marketing could involve: a. Creating content on websites b. Publishing content on social media c. An e-mail offering a free white paper d. All of th
16、e above (d; Moderate; LO3; Use of Information Technology) 16. The internet has the power to do all of the following except _. a. create global communities based on interests b. decrease cultural and language differences c. prevent the upward mobility of people and countries at lower socioeconomic levels d. discourage workaholism (d; Moderate; LO1; Use of Information Technology) 17. Following the boom and bust of the first wave of the internet era, industrialized countries entered the _. a. boom
