Test Bank for eMarketing Digital Marketing Strategy 9th Edition By Raymond Frost, Alexa Fox, Terry Daugherty

Test Bank for eMarketing Digital Marketing
Strategy, 9e Raymond Frost, Alexa Fox, Terry
Daugherty (All Chapters)
CHAPTER ONE
PAST, PRESENT, AND FUTURE


Multiple Choice


1. Digital 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. eCommerce
b. eMarketing
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 provides which of the following technical roles?
a. content creation
b. user access
c. technology infrastructure
d. all of the above
(d; Moderate; LO1; Use of Information Technology)




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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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, 14. As consumers become more demanding, 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 gain 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 the 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
b. bust
c. trough of disillusion
d. maturity stage
(d; Difficult; LO5; Analytic Skills)


18. Which of the following is true regarding print media?
a. It is enjoying a new surge in popularity thanks to websites
b. It is declining due to subscriber and advertiser declines
c. Twitter, YouTube, and e-mail are used for breaking news
d. Both b and c
(d; Moderate; LO5; Analytic Skills)




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