Multiple choice questions:
1. Objectives that can be appropriate for Internet marketing include:
a. building loyal customer relationships.
b. doubling the customer base.
c. decreasing the need for customer service.
2. Which of the following is not a strategic driver of the Internet economy?
a. Speed is essential to successful Internet operations.
b. Employees can easily be substituted for one another.
c. Making it possible to deal with customers on a 1-to-1 basis.
3. The phenomenon we call "the Internet bubble" was characterized by:
a. many Internet businesses that had not attained profitability.
b. venture capital available to even questionable business models.
c. both of the above.
4. The basic business models used on the Internet include:
a. multi-channel marketing.
b. target return on investment.
c. disintermediation.
5. Which of the following is a true statement about the Internet infrastructure stack?
a. It describes activities that can be performed inside the business or outsourced to independent suppliers.
b. It describes the manner in which different elements come together to create the Internet environment.
c. Both of the above.
6. One of the ways in which the Internet is changing business is:
a. increasing the reliance on hierarchical organizations.
b. making market share less important.
c. increasing the need for speed and agility.
7. Zara is successful in the highly competitive fashion industry because:
a. it is able to get what fashion consumers want into stores quickly.
b. it relies on formal surveys of consumers to judge what will be popular next season.
c. it outsources production to low-wage countries.
8. Over the years FedEx has enhanced customer value by:
a. giving customers tools to track their own shipments.
b. giving customers tools to activate FedEx Office orders.
c. both of the above.
9. The term "Web Services" in value chains describes:
a. business applications on the Internet that allow suppliers and customers to work together.
b. software applications that are purchased from well-known software suppliers.
c. automated systems integrations applications.
10. Firms like Amazon and eBay use APIs to:
a. encourage other businesses to link to the firm's site and sell their products there.
b. enable programmers to create software solutions that incorporate their technology.
c. both of the above.
11. Music file sharing is an example of which Internet business model?
a. Brokerage
b. Peer-to-peer
c. Community
12. ________ is the business model used to describe a site that resells large amounts of content on the web.
a. Portal
b. Machine-to-Machine
c. Infomediary
13. Revenue models for online businesses include:
a. Bringing buyers and sellers together.
b. Reaching buyers directly.
c. both of the above.
14. Examples of the infomediary business model include:
a. Amazon.
b. Yahoo!.
c. Wall Street Journal Online.
15. eToys illustrates the following concept:
a. Internet firms often have large initial investments in technology and order fulfillment facilities.
b. the importance of various cost elements does not vary greatly from offline to online businesses.
c. for the customer, costs of switching from one supplier to another are high.
16. Objectives of a direct-response marketing program can include:
a. generating sales leads.
b. creating awareness of a product or service.
c. developing brand image.
17. True statements about testing in the Internet environment are:
a. testing requires a substantial amount of marketing research.
b. testing provides information that is not ordinarily available to marketers in the mass media environment.
c. both of the above.
18. Which of the following is a true statement about the front end of marketing?
a. It describes marketing activities that take place prior to the product being introduced to the market.
b. It includes all the activities most likely to produce satisfied customers.
c. The front end involves customer acquisition activities.
19. The set of tools used to extract useful marketing information quickly from their database is called:
a. statistical program analysis.
b. automated profiling.
c. data mining.
20. Developing and using a customer database allowed Harrah's to:
a. locate the data they needed to execute pre-existing strategies.
b. find good locations for new casinos.
c. develop a model of how much a customer might be expected to spend.