Test Bank to Accompany E-Marketing,Strauss,7e

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 profitability
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 Technology)




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 data

,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)

,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 of the following e-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 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 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. video cassette recorders
d. automobiles
(c ; Easy; LO4; Use of Information Technology)


9. According to the text, ________ is the region with largest percentage
of internet users.

, a. Africa
b. Asia
c. North America
d. Europe
(b; Moderate; LO5; Multicultural and Diversity Understanding)