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
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
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
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
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
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
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.
8. The internet can deliver content to all the following except _________.
a. televisions sets
b. refrigerators
c. video cassette recorders
d. automobiles
9. According to the text, ________ is the region with largest percentage of internet users.
a. Africa
b. Asia
c. North America
d. Europe
10. 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
11. 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
12. In the era of the Plateau of Profitability, marketers focused more deliberately on _________.
a. their traditional return-on-performance roots and well-grounded strategies
b. diversified unique product mixes
c. disintermediation of the marketing channel
d. product benefits
13. 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
14. Internet properties, or characteristics, that impact marketing include________.
a. global reach
b. market deconstruction
c. scalable capacity
d. all of the above
15. 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
16. According to the text, ________ predicted that the ‘e’ would drop from e-marketing,
suggesting that traditional marketing would evolve and integrate e-marketing principles
and practices.
a. Levitt Inc.
b. Friedman Inc.
c. Gartner Inc.
d. Jones Inc.
17. 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
18. 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
19. 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. plateau of profitability
20. Which of the following is true regarding print media?
a. It is enjoying a new surge in popularity thanks to Web sites
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
True/False
21. Individuals can be both users and content providers on the internet.
a. True
b. False
22. According to the text, nowadays the internet should be regarded more as a channel than a
place.
a. True
b. False
23. E-marketing refers to the result of information technology applied to traditional
marketing.
a. True
b. False
24. The internet provides individual users abilities to access information, entertainment, and
communication.
a. True
b. False
25. The term blog refers to online diaries, or journals, that are updated and shared on Web
pages.
a. True
b. False
26. The highest proportion of global internet users (about 45%) are located in Asia.
a. True
b. False
27. Unsolicited communications, such as spam, represent a threat to the positive impact of e-
marketing practices.
a. True
b. False
28. Electronic marketing relies exclusively upon web-based technology.
a. True
b. False
29. The internet has shifted the balance of power from sellers to buyers.
a. True
b. False
30. Gartner Inc. forecasted that the ‘e’ in e-business and e-marketing will eventually be
dropped, as electronic practices become more standard.
a. True
b. False
31. The internet is largely the product of ARPANET, a project commissioned by the United
States’ Department of Defense.
a. True
b. False
32. Co–creation occurs when consumers /users help marketers develop products or
promotional materials.
a. True
b. False
Essay Questions
33. What is the difference between the internet, an extranet and an intranet?
34. What is a content provider on the internet?
35. Define what community means for the internet and give examples.
36. Concerning internet usage, what is the digital divide?
37. Why did some manufacturers such as Levis stop selling on the internet?
38. The strength of the internet has affected traditional marketing in several ways. List five
of them and how they affected marketing.
39. Marketers face new challenges with the advent of streaming, on-demand, and other
digital video recorders. What is the main challenge and what have companies like TIVO
or Hulu done to alleviate some of the concerns of marketers?