Question 1. Within the e-business model, e-mail occurs ________.
a. at the activity level
b. at the business process level
c. at the enterprise level
d. none of the above
Question 2. 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
Question 3. Corporate level business strategies that include information technology components, such as internet, digital databases) are known as ________.
a. marketing strategies
b. e-business strategies
c. e-marketing strategies
d. corporate strategies
Question 4. An e-business model is a method by which the organization sustains itself in the long term using information technology resources and principles.
a. True
b. False
Question 5. The internet consists of all of the following except ________.
a. computers with data
b. users who send & receive data files
c. a technology infrastructure to move, create and view or listen to the content
d. a central mainframe
Question 6. E-marketing affects traditional marketing in which of the following ways?
a. increases efficiency of traditional marketing functions
b. technologically transforms marketing strategies
c. decreases the reach of marketing campaigns
d. both A and B
Question 7. As consumers become more demanding the internet is a good way to deliver customer value because ________.
a. most products on the internet are cheaper than on other marketing channels
b. broadband allows marketers to put more cookies on computers
c. marketers can send e-mail messages to millions of customers in an instant
d. customers gain access to information and entertainment on demand
Question 8. ________ are specific measures designed to evaluate the effectiveness and efficiency of an organization's operations.
a. Strategic outcomes
b. Key performance metrics
c. Business models
d. Strategic objectives
Question 9. The Balanced Scorecard is based on three stakeholder perspectives.
a. True
b. False
Question 10. ________ 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
Question 11. Individuals can be both users and content providers on the internet.
a. True
b. False
Question 12. Customer relationship management focuses only on retaining existing individual customers.
a. True
b. False
Question 13. As a strategy, content marketing could involve:
a. Creating content on Web sites
b. Publishing content on social media
c. An e-mail offering a free white paper
d. All of the above
Question 14. 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
Question 15. Which of the following processes is unlikely to be carried out at the activity level of e-business commitment?
a. customer relationship management
b. online purchasing
c. e-mail
d. dynamic pricing online
Question 16. ________ can be learned from dividing net profits by total assets.
a. Return on investment (ROI)
b. Market capitalization
c. Earnings
d. Income
Question 17. As one of the social media performance metrics, action metrics could include all of the following except:
a. click-through
b. share of voice
c. event attendance
d. purchase
Question 18. The four performance areas of the balanced scorecard include all of the following except ________.
a. customer perspective
b. internal business perspective
c. learning and growth perspective
d. metrics perspective