Exam (elaborations)
eMarketing 9th Edition Digital Marketing Strategy TB
eMarketing 9th Edition Digital Marketing Strategy TB
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,,5. Data, such as digital coupons or customer complaints, exchanged between 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; LO1; Use of Information Technology)
6. All the following digital marketing technologies exist without the World Wide Web, except
________.
a. electronic data interchange
b. email
c. text messaging
d. hypertext navigation
(a; Difficult; LO1; Use of Information Technology)
7. In its technical performance, the internet supports the following roles except ________.
a. human users and computers that access content and send email
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 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)
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, 9. Which of the following outcomes has been cited 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 internet 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. Which of the following strategies and tactics illustrate the comprehensive integration of the
internet, technology, and marketing?
a. digital commerce
b. user-generated content
c. social media
d. all of the above
(d; Difficult; LO5; Analytic Skills)
12. Charles Schwab 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-marketing 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)
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