Digital Marketing
Pre-Test Questions
Course Introduction
Digital Marketing explores the rapidly evolving world of online marketing strategies that organizations use to attract, engage, and retain customers. This course covers core digital channels such as search engines, social media, email, content marketing, and mobile platforms, while analyzing the principles behind building effective digital campaigns. Students learn how to leverage analytics, SEO, and paid advertising, as well as how to create compelling content for targeted audiences. Ethical dilemmas, privacy concerns, and the latest trends are also discussed to ensure well-rounded digital marketing proficiency for todays business environment.
Recommended Textbook
Electronic Commerce 2012 Managerial and Social Networks Perspectives 7th Edition by
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Efraim Turban
Chapter 1: Overview of Electronic Commerce
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Sample Questions
Q1) A category of Internet applications that help connect friends,business partners,or individuals with specific interests by providing free services such as photo presentation,e-mail,blogging,and so on using a variety of tools best defines A) social networking.
B) enterprise networks.
C) community networks.
D) intranets.
Answer: A
Q2) Depending on the degree of digitization,EC can take several forms including A) the ordering system, processing, and shipping method.
B) the business process, the collaboration, and the transaction.
C) the payment method, the delivery method, and the production method.
D) the marketing channel, the agent, and the collaboration method.
Answer: A
Q3) Referencing the licensing fees revenue model,a company receives commissions for referring customers to others' websites.
A)True
B)False
Answer: False
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Page 3
Chapter 2: E-Commerce: Mechanisms, Infrastructure, and Tools
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Sample Questions
Q1) The entertainment EC activity is supported by A) Web 2.0 tools.
B) e-auctions.
C) electronic markets.
D) storefronts.
Answer: A
Q2) An electronic storefront includes several mechanisms that are needed for conducting the sale.The most common mechanisms include each of the following <b>except</b>
A) electronic catalog.
B) search engine.
C) supply chain.
D) payment gateway.
Answer: C
Q3) A limitation of e-bartering for businesses is that excess capacity items such as office space,storage,factory space,idle facilities,and labor cannot be bartered.
A)True
B)False
Answer: False
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Chapter 3: Retailing in Electronic Commerce: Products and Services
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Sample Questions
Q1) The situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from competition defines
A) disintermediation.
B) channel conflict.
C) distributor reassignment.
D) partner disassociation.
Answer: B
Q2) With all else being equal in the online environment,goods that are relatively expensive or frequently purchased are expected to have higher sales volumes than goods that are inexpensive or infrequently purchased.
A)True
B)False
Answer: False
Q3) Types of online banking applications include each of the following <b>except</b>
A) informational.
B) administrative.
C) directional.
D) portal.
Answer: C
Page 5
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Chapter 4: B2B E-Commerce
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Q1) Aggregating the catalogs of all approved suppliers and combining them into a single electronic catalog is an effective solution for internal procurement because it minimizes maverick buying.
A)True
B)False
Q2) Portals that store data and enable users to navigate and query these data are
A) collaborative portals.
B) information portals.
C) mobile portals.
D) MRO portals.
Q3) E-procurement limitations and challenges include each of the following <b>except</b>
A) the technology needs to be updated frequently.
B) the system may be too complex.
C) the cost may be too high.
D) the ease of getting suppliers to cooperate electronically.
Q4) Computers and communication devices are two examples of direct materials for a food processing company.
A)True
B)False
Page 6
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Chapter 5: Innovative EC Systems: From E-Government to E-Learning, collaborative Commerce,
and C2C Commerce
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Q1) Creating easy-to-find single points of access to government services for individuals is a G2B performance objective.
A)True
B)False
Q2) A focal point for all corporate training and learning activities,including online ones best describes
A) learning center.
B) e-university.
C) online service center.
D) computer-based learning.
Q3) Identify five advantages of e-books.
Q4) Each of the following is a reason to implement electronic voting <b>except</b>
A) voting processes inherently are subject to errors.
B) voting processes cannot be confirmed.
C) voting processes are historically subject to manipulation.
D) voting processes are subject to fraud or attempts to rig the votes.
Q5) E-learning generally refers to purely Web-based learning.
A)True
B)False
Q6) Identify five major challenges faced when deploying collaboration technologies. Page 7
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Chapter 6: Mobile Commerce and Ubiquitous Computing
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Q1) Most RFID tags have a large footprint and can be embedded or attached to most objects,such as products,people,animals,or vehicles.
A)True
B)False
Q2) Social location-based marketing gives businesses the opportunity to deliver targeted offers and messages to consumers and collect data about their preferences and behavior.
A)True
B)False
Q3) Each of the following is a barrier to location-based m-commerce <b>except</b>
A) wireless bandwidth is limited.
B) the accuracy of location technologies is often less than consumers expect.
C) there are presently not enough location-based systems to make this a viable technology.
D) consumers see constant location data transmissions as a violation of privacy.
Q4) Mobile workforce support includes
A) field force automation.
B) mobile office applications.
C) mobile CRM.
D) all of the above.
9
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Chapter 7: Social Commerce
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Sample Questions
Q1) A customer service approach that focuses on building long-term and sustainable customer relationships that add value both to the customers and the merchants best describes
A) customer relationship management.
B) mobile commerce.
C) social marketing.
D) social analytics.
Q2) A type of social networking in which geographic services and capabilities such as geocoding and geotagging are used to enable additional social dynamics best describes
A) geolocation.
B) georeferencing.
C) geosocial networking.
D) geoplacement.
Q3) The collaboration space in a virtual world is where software agents,on your behalf,seek information and engage with other agents to fulfill or facilitate transactions.
A)True
B)False
Q4) Identify Howe's four categories of crowdsourcing.
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Chapter 8: Marketing and Advertising in E-Commerce
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Q1) In the consumer decision process,the influencer is the person who ultimately makes the buying decision.
A)True
B)False
Q2) Targeting that uses information collected about an individual's Web-browsing behavior,such as the pages they have visited or the searches they have made,to select an advertisement to display to that individual best defines A) segment targeting.
B) behavioral targeting.
C) collaborative filtering.
D) customer profiling.
Q3) Random banners appear when a predetermined word is queried from a search engine.
A)True
B)False
Q4) Service factors are the functions available on the website to provide direct support in the transaction process.
A)True
B)False
Q5) Define online trust.How can trust be increased in EC?
Page 11
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Chapter 9: E-Commerce Security and Fraud Protection
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Q1) An attack on a website in which an attacker uses specialized software to send a flood of data packets to the target computer with the aim of overloading its resources best describes
A) cyberraid.
B) denial-of-service attack.
C) cyberhijacking.
D) botnet infestation.
Q2) Security functions or characteristics of digital signatures include all of the following <b>except</b>
A) a digital signature is the electronic equivalent of a personal signature, which can be forged.
B) digital signatures are based on public keys for authenticating the identity of the sender of a message or document.
C) digital signatures ensure that the original content of an electronic message or document is unchanged.
D) digital signatures are portable.
Q3) Define biometric system.Identify four common biometrics.
Q4) Define encryption.Identify five major benefits of encryption.
Q5) Briefly describe the CIA security triad.
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Chapter 10: Electronic Commerce Payment Systems
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Sample Questions
Q1) Which statement about the payment revolution is true?
A) Cards and electronic payments are taking the place of cash and checks.
B) Debit card use has been declining since 2003.
C) Approximately 20 percent of recurring bills are paid electronically.
D) By 2015, the U.S. will be a cashless society.
Q2) Approximately 80 percent of merchants use the Address Verification System,which results in a number of ________,meaning that the merchant may reject a valid order.
A) suspicious hits
B) false negatives
C) false positives
D) positive verifications
Q3) If someone steals a smart card,the thief is usually out of luck,with the major exception of ________ used for retail purchases.
A) contact cards
B) contactless cards
C) EPROM cards
D) EEPROM cards
Q4) How do B2B electronic payments and billing systems differ from B2C electronic payments?
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Chapter 11: Order Fulfillment Along the Supply Chain and Other
Ec Support Services
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Sample Questions
Q1) Define reverse logistics.List five options.
Q2) An agent or vendor who assembles the functions needed by enterprises and packages them with outsourced development,operation,maintenance,and other services best describes
A) collaborator.
B) application service provider.
C) transaction broker.
D) forwarder.
Q3) According to Melnyk,et al.2010,supply chains of tomorrow must deliver varying degrees of
A) safety and security of goods delivered.
B) eliminating waste, reducing pollution, and improving the environment.
C) innovation.
D) all of the above.
Q4) Outsourcing collaborators are external,rather than in-house,providers of logistics services.
A)True
B)False
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Q5) List three logistics characteristics and explain how e-logistics differs from traditional logistics on each characteristic.
Chapter 12: EC Strategy, Globalization, and Smes
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Sample Questions
Q1) Technological e-commerce challenges include each of the following <b>except</b> A) cost.
B) integration.
C) software standards.
D) distrust.
Q2) The most important objectives of strategic assessment include each of the following <b>except</b>
A) measure the extent to which the EC strategy and ensuing projects are delivering what they were supposed to deliver.
B) determine if the EC strategy and projects are still viable in the current environment.
C) reassess the initial strategy in order to learn from mistakes and improve future planning.
D) identify what competitors are doing to avoid head-on competition.
Q3) A major advantage of EC is the ability to do business at any time,from anywhere,and at a reasonable cost.
A)True
B)False
Q4) Identify three technological and three nontechnological e-commerce challenges.
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Chapter 13: Implementing EC Systems: From Justification to
Successful Performance
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Sample Questions
Q1) Which of the following is the discount rate that makes the NPV of cash flows produced over time equal to zero?
A) CPR
B) IRR
C) ROI
D) TCO
Q2) Infrastructure investments are made for the short-term because of frequent technological changes.
A)True
B)False
Q3) The average-cost curves (AVC)of physical products and digital products
A) are different because the AVC of digital products declines as quantity increases forming an L-shape, while the AVC of physical products is U-shaped.
B) are both U-shaped.
C) are both L-shaped.
D) are different because the AVC of physical products declines as quantity increases forming an L-shape, while the AVC of digital products is U-shaped.
Q4) Define cloud computing.Identify five advantages of cloud computing.
Page 16
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Chapter 14: E-Commerce: Regulatory, Ethical, and Social Environments
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Sample Questions
Q1) Potential benefits of telecommuting or virtual work for community and society include
A) allows the movement of job opportunities to areas of high unemployment.
B) increases employment.
C) reduces traffic-related pollution and congestion.
D) all of the above.
Q2) Which of the following gives the authorities dramatic new copyright enforcement powers allowing them to take down entire domains dedicated to online piracy rather than just targeting files that actually infringe copyright law?
A) Federal Trademark Dilution Act
B) Communications Decency Act
C) Copyright Enforcement Bill
D) Anti-Cybersquatting Consumer Protection Act
Q3) Important EC issues include
A) time and place.
B) liability.
C) defamation.
D) all of the above.
Q4) Explain the similarities and differences between laws and ethics.
Q5) Define green computing.Provide five guidelines for saving computing power.
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Chapter 15: Launching a Successful Online Business and EC Projects
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Sample Questions
Q1) An important source of financial support or direct funding for pre-VC (venture capital)firms is an incubator.
A)True
B)False
Q2) The greatest difficulty in dealing with venture capital is
A) the loss of control a venture capitalist demands.
B) finding a willing venture capitalist.
C) finding the money a venture capitalist will require.
D) relocating the business to an incubator.
Q3) The simplest navigation aid is the navigation bar.
A)True
B)False
Q4) The primary reason an entrepreneur writes a business plan is to acquire funding from a bank,an angel investor,a venture capitalist,or the financial markets.
A)True
B)False
Q5) The most common EC project on the Internet is the information portal.
A)True
B)False
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