Chapter 1: Internet Marketing as Part of the Marketing Communications
Mix
MULTIPLE CHOICE
1. ________ is the communications protocol that provides the common “language” of
Internet computing.
a. TCP/IP
b. HTML
c. The graphic browser
ANS: A REF: p. 4
2. ________ is the feature of the Internet that allows users to move easily from one
document to another.
a. Telecommunications
b. Common platform
c. Hypertext
ANS: C REF: p. 5
3. Which is not among the four distinct generic goals of Internet marketing?
a. Acquisition
b. Conversion
c. Mobile access
ANS: C REF: p. 10
4. The Sabre System is an example of:
a. a new service made possible by the Internet.
b. an information product.
c. a product targeted solely at the consumer market.
ANS: B REF: p. 7
5. 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.
ANS: A REF: p. 10
6. Which of the following is not an element of the Internet infrastructure stack?
,a. Website content
b. Operations like load balancing and security
c. Connections to the telecommunications backbone of the Internet
ANS: A REF: p. 13
7. A website must be hosted on a ________.
a. browser
b. interactive device
c. server
ANS: C REF: p. 14
8. 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.
ANS: B REF: p. 27
9. Term often used when software is made available on a fee for usage basis:
a. Applications Software Providers.
b. Proprietary Software.
c. Software as a Service.
ANS: C REF: p. 14
10. Web 2.0 is characterized by:
a. services and co-creation.
b. economic and technical evolution.
c. a "dot com" business enterprise.
ANS: A REF: p. 8
11. Which of the following is a true statement about the origins of the Internet?
a. The Internet was initially conceptualized in a term paper by a computer science student at
Stanford.
b. The Internet was initially developed by a number of technology companies that wanted to
expand the market for their products.
c. The Internet was initially developed by DARPA to fund research in communications
technology for defense purposes.
ANS: C REF: p. 3
12. The Internet experienced slow but steady growth until ________ allowed users to move
around in easy graphical fashion.
,a. Yahoo!
b. Mosaic
c. Netscape
ANS: B REF: p. 5
13. 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.
ANS: C REF: p. 5
14. The Sabre System is an example of:
a. an information product that existed prior to the Internet.
b. the evolution of an internal system into a commercial product.
c. both of the above.
ANS: C REF: pp. 6-7
15. The basic business models used on the Internet include:
a. multi-channel marketing.
b. target return on investment.
c. disintermediation.
ANS: A REF: p. 12
16. 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.
ANS: C REF: p. 13, 14
17. Sales force.com exemplifies:
a. a “cloud computing” product that shows the power of connectivity in a network.
b. a proprietary product used by a single user.
c. technology that is used primarily to develop proprietary software.
ANS: A REF: p. 15
18. Technology that can integrate location into marketing applications is called:
, a. apps.
b. Web 3.0.
c. GPS.
ANS: C REF: p. 9
19. The most common way consumers discover new online products is through:
a. search.
b. merchant emails.
c. social networking sites.
ANS: A REF: p. 22
20. Businesses have enthusiastically adopted the internet for marketing for the following:
a. attract new customers.
b. customer retention.
c. both of the above.
ANS: C REF: p. 23
TRUE/FALSE
1. The ARPANet was designed as a user-friendly network that would connect businesses
around the globe.
ANS: F REF: p. 4
2. Websites are typically hosted on a server.
ANS: T REF: p. 14
3. Mosiac, the first graphical browser, made it easier to move around the Internet and thus
accelerated its growth.
ANS: T REF: p. 5
4. Enterprises like Sabre gained experience with electronic systems prior to the Internet and
were well prepared to take advantage of the Net when it became commercially viable.
ANS: T REF: pp. 6-7
5. There is little room for growth in mobile or broadband in developing countries.
ANS: F REF: p. 18
6. Successful global brands rely solely on the Internet for their achievements.
Mix
MULTIPLE CHOICE
1. ________ is the communications protocol that provides the common “language” of
Internet computing.
a. TCP/IP
b. HTML
c. The graphic browser
ANS: A REF: p. 4
2. ________ is the feature of the Internet that allows users to move easily from one
document to another.
a. Telecommunications
b. Common platform
c. Hypertext
ANS: C REF: p. 5
3. Which is not among the four distinct generic goals of Internet marketing?
a. Acquisition
b. Conversion
c. Mobile access
ANS: C REF: p. 10
4. The Sabre System is an example of:
a. a new service made possible by the Internet.
b. an information product.
c. a product targeted solely at the consumer market.
ANS: B REF: p. 7
5. 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.
ANS: A REF: p. 10
6. Which of the following is not an element of the Internet infrastructure stack?
,a. Website content
b. Operations like load balancing and security
c. Connections to the telecommunications backbone of the Internet
ANS: A REF: p. 13
7. A website must be hosted on a ________.
a. browser
b. interactive device
c. server
ANS: C REF: p. 14
8. 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.
ANS: B REF: p. 27
9. Term often used when software is made available on a fee for usage basis:
a. Applications Software Providers.
b. Proprietary Software.
c. Software as a Service.
ANS: C REF: p. 14
10. Web 2.0 is characterized by:
a. services and co-creation.
b. economic and technical evolution.
c. a "dot com" business enterprise.
ANS: A REF: p. 8
11. Which of the following is a true statement about the origins of the Internet?
a. The Internet was initially conceptualized in a term paper by a computer science student at
Stanford.
b. The Internet was initially developed by a number of technology companies that wanted to
expand the market for their products.
c. The Internet was initially developed by DARPA to fund research in communications
technology for defense purposes.
ANS: C REF: p. 3
12. The Internet experienced slow but steady growth until ________ allowed users to move
around in easy graphical fashion.
,a. Yahoo!
b. Mosaic
c. Netscape
ANS: B REF: p. 5
13. 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.
ANS: C REF: p. 5
14. The Sabre System is an example of:
a. an information product that existed prior to the Internet.
b. the evolution of an internal system into a commercial product.
c. both of the above.
ANS: C REF: pp. 6-7
15. The basic business models used on the Internet include:
a. multi-channel marketing.
b. target return on investment.
c. disintermediation.
ANS: A REF: p. 12
16. 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.
ANS: C REF: p. 13, 14
17. Sales force.com exemplifies:
a. a “cloud computing” product that shows the power of connectivity in a network.
b. a proprietary product used by a single user.
c. technology that is used primarily to develop proprietary software.
ANS: A REF: p. 15
18. Technology that can integrate location into marketing applications is called:
, a. apps.
b. Web 3.0.
c. GPS.
ANS: C REF: p. 9
19. The most common way consumers discover new online products is through:
a. search.
b. merchant emails.
c. social networking sites.
ANS: A REF: p. 22
20. Businesses have enthusiastically adopted the internet for marketing for the following:
a. attract new customers.
b. customer retention.
c. both of the above.
ANS: C REF: p. 23
TRUE/FALSE
1. The ARPANet was designed as a user-friendly network that would connect businesses
around the globe.
ANS: F REF: p. 4
2. Websites are typically hosted on a server.
ANS: T REF: p. 14
3. Mosiac, the first graphical browser, made it easier to move around the Internet and thus
accelerated its growth.
ANS: T REF: p. 5
4. Enterprises like Sabre gained experience with electronic systems prior to the Internet and
were well prepared to take advantage of the Net when it became commercially viable.
ANS: T REF: pp. 6-7
5. There is little room for growth in mobile or broadband in developing countries.
ANS: F REF: p. 18
6. Successful global brands rely solely on the Internet for their achievements.
