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
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
3. Which is not among the four distinct generic goals of Internet marketing?
a.
Acquisition
b.
Conversion
c.
Mobile access
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.
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.
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
7. A website must be hosted on a ________.
a.
browser
b.
interactive device
c.
server
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.
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.
10. Web 2.0 is characterized by:
a.
services and co-creation.
b.
economic and technical evolution.
c.
a “dot com” business enterprise.
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.
12. The Internet experienced slow but steady growth until ________ allowed users to move
around in easy graphical fashion.
a.
Yahoo!
b.
Mosaic
c.
Netscape
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.
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.
15. The basic business models used on the Internet include:
a.
multi-channel marketing.
b.
target return on investment.
c.
disintermediation.
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.
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.
18. Technology that can integrate location into marketing applications is called:
a.
apps.
b.
Web 3.0.
c.
GPS.
19. The most common way consumers discover new online products is through:
a.
search.
b.
merchant emails.
c.
social networking sites.
20. Businesses have enthusiastically adopted the internet for marketing for the following:
a.
attract new customers.
b.
customer retention.
c.
both of the above.
1. The ARPANet was designed as a user-friendly network that would connect businesses
around the globe.
2. Websites are typically hosted on a server.
3. Mosiac, the first graphical browser, made it easier to move around the Internet and thus
accelerated its growth.
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.
5. There is little room for growth in mobile or broadband in developing countries.
6. Successful global brands rely solely on the Internet for their achievements.
7. In the Internet economy it is considered essential to acquire as many customers as
possible.
8. Telecommunications technology forms the “backbone” of the Internet Infrastructure.
9. “Scalability” refers to information systems that can only grow with substantial future
investment.
10. Less than half of online consumers use email on a daily basis.
11. Web 3.0 refers to websites and applications that will understand and respond to the user’s
intent.
12. The Internet has fostered a number of Interactive Marketing Channels.
13. Lowering costs and increasing quality are not benefits to firms of Internet operations.
14. Pets.com demonstrates an example of one of the most successful of the early Internet-only
firms.
ESSAY
1. The text on page 10 discusses a number of generic marketing objectives that can be
accomplished on the Internet. Explain the nature of each, and give a brief example of how an
Internet marketer (real or hypothetical) might achieve each objective.
2. The text discusses a number of strategic drivers of the Internet economy, which are
summarized in Table 1.4. Identify three of these strategic drivers and briefly explain each, being
specific about the way in which this driver differs from what existed in the pre-Internet economy.
3. Chapter 1 highlights Sabre, Salesforce, and Google as information products that have
achieved success in the Internet economy. Identify another product that is composed of
information and that can be accessed over the Internet. Explain the nature of the product and the
appeal it has to users.