E-Business Strategy
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Course Introduction
E-Business Strategy explores the frameworks, tools, and best practices organizations use to leverage digital technologies for competitive advantage. The course examines how businesses design, implement, and evaluate e-business strategies to enhance operational efficiency, customer engagement, and market reach. Key topics include digital business models, online value propositions, e-marketing, supply chain integration, and the role of data analytics in strategic decision-making. Through case studies and practical projects, students learn to assess the impact of digital transformation across industries and develop actionable strategies that align with evolving technological trends.
Recommended Textbook
E Commerce 2018 14th Edition by Kenneth C. Laudon
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Chapter 1: The Revolution Is Just Beginning
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Sample Questions
Q1) Which of the following was the original "killer app" that made the Internet commercially interesting and extraordinarily popular?
A)e-commerce
B)The Web
C)social networks
D)mobile apps
Answer: B
Q2) Which of the following statements is true about the traditional tradeoff between the richness and reach of a marketing message prior to the development of the Web?
A)Marketing messages had little richness.
B)The smaller the audience reached, the less rich the message.
C)The larger the audience reached, the less rich the message.
D)Richness was unrelated to reach.
Answer: C
Q3) B2B e-commerce is the largest type of e-commerce.
A)True
B)False
Answer: True
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3
Chapter 2: E-Commerce Business Models and Concepts
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Sample Questions
Q1) ________ is defined by company using its competitive advantage to gain in surrounding markets.
A)Market strategy
B)Differentiation
C)Leverage
D)Focus
Answer: C
Q2) Which of the following are Amazon's primary value propositions?
A)personalization and customization
B)selection and convenience
C)reduction of price discovery cost
D)management of product delivery
Answer: B
Q3) A wealthy individual who invests personal funds in a start-up in exchange for an equity share in the business is referred to as a(n):
A)incubator.
B)angel investor.
C)venture capital investor.
D)crowdfunder.
Answer: B
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Chapter 3: E-Commerce Infrastructure: the
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Sample Questions
Q1) Which of the following organizations involved with Internet governance has the United States recently given up control over?
A)ICANN
B)IGF
C)NTIA
D)IANA
Answer: D
Q2) Which of the following is not one of the basic technological foundations of the Internet?
A)client/server computing
B)FTP
C)TCP/IP
D)packet switching
Answer: B
Q3) Hypertext Transfer Protocol (HTTP)is the Internet protocol used by a browser to transfer web pages.
A)True
B)False
Answer: True
Page 5
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Chapter
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Sample Questions
Q1) Which system functionality must your website have to be able to personalize or customize a product for a client?
A)an ad server
B)a site tracking and reporting system
C)an inventory management system
D)customer on-site tracking
Q2) Which of the following helps you engage your customers in a conversation?
A)shopping cart
B)product database
C)on-site blog
D)site tracking and reporting system
Q3) All of the following are basic functionality provided by e-commerce merchant server software except:
A)a product catalog.
B)marketing analytics.
C)a shopping cart.
D)credit card processing.
Q4) Discuss some of the unique features that must be considered when designing a mobile web presence.
Q5) What are widgets and how are they used? How do they differ from mashups?
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Chapter 5: E-Commerce Security and Payment Systems
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Sample Questions
Q1) Linden Dollars, created for use in Second Life, are an example of:
A)digital cash.
B)virtual currency.
C)EBPP.
D)peer-to-peer payment systems.
Q2) WannaCry is an example of ransomware.
A)True
B)False
Q3) An intrusion detection system can perform all of the following functions except:
A)examining network traffic.
B)setting off an alarm when suspicious activity is detected.
C)checking network traffic to see if it matches certain patterns or preconfigured rules.
D)blocking suspicious activity.
Q4) Proxy servers are also known as:
A)firewalls.
B)application gateways.
C)dual home systems.
D)packet filters.
Q5) Why is it difficult to accurately estimate the actual amount of cybercrime?
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Chapter 6: E-Commerce Marketing and Advertising Concepts
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Sample Questions
Q1) What kinds of ads have the lowest CTR?
A)video ads
B)e-mails to an in-house list
C)social network display ads
D)banner display ads
Q2) Research shows the two key factors shaping the decision to purchase online are utility and trust.
A)True
B)False
Q3) Uber has been criticized for using which of the following?
A)flash marketing
B)bundling
C)surge pricing
D)freemium
Q4) Which of the following statements about native advertising is not true?
A)Native advertising is controversial.
B)Native advertising is a new form of advertising found only online.
C)Native advertising is growing rapidly, especially on social networks.
D)Consumers look at native ads much more frequently than display ads.
Q5) What is cross-platform attribution and why is it difficult?
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Chapter 7: Social Mobile and Local Marketing
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Sample Questions
Q1) Which of the following Twitter marketing tools involves a coupon or other promotional offer that appears in users' Twitter timeline?
A)Promoted Tweet
B)Promoted Trend
C)Promoted Account
D)Lead Generation Card
Q2) By 2019, it is estimated that advertisers will be spending which of the following amounts on mobile marketing?
A)$82 million
B)$820 million
C)$8.2 billion
D)$82 billion
Q3) Which social marketing proved the most effective for ExchangeHunterJumper.com?
A)Facebook
B)YouTube
C)Pinterest
D)Instagram
Q4) Why is local mobile marketing so attractive to marketers?
Q5) What are the basic steps in creating a Pinterest marketing campaign?
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Chapter 8: Ethical Social and Political Issues in E-Commerce
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Sample Questions
Q1) Discuss the Authors Guild's lawsuit against Google with respect to Google's Library Project, and explain why the courts ultimately ruled in Google's favor.
Q2) Which of the following cases involved the issue of keywording?
A)Ticketmaster Corp. v. Tickets.com
B)Bernina of America, Inc. v. Fashion Fabrics Int'l, Inc.
C)Government Employees Insurance Company v. Google, Inc.
D)E) & J. Gallo Winery v. Spider Webs Ltd.
Q3) "Do Not Track" falls under which of the following principles in the FTC's new privacy framework?
A)Privacy by Design
B)Simplified Choice
C)Greater Transparency
D)Scope
Q4) Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying?
A)information density
B)interactivity
C)social technology
D)ubiquity
Page 10
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Chapter 9: Online Retailing and Services
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Sample Questions
Q1) Which of the following is not an example of a transaction broker?
A)a stockbroker
B)a real estate agent
C)an accountant
D)an employment agency
Q2) On-demand service companies collect a fee from both sellers and buyers who use the platform.
A)True
B)False
Q3) Which of the following best explains why the service sector is a natural avenue for e-commerce?
A)The service sector is less geographically reliant and more globally oriented.
B)The service sector has historically been more technology-reliant.
C)Much of the value in services is based on the collection, storage, and exchange of information.
D)It is not; services are difficult to translate to e-commerce because they rely on face-to-face communication and barter.
Q4) Describe the virtual merchant business model and its unique challenges in becoming financially viable.
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Chapter 10: Online Content and Media
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Q1) Who was the first major fiction writer to create an e-book-only volume of a new work?
A)Hugh Howey
B)Stephen King
C)Dan Brown
D)Amanda Hocking
Q2) Online readership of newspapers is growing by more than 10% a year.
A)True
B)False
Q3) ________ is the largest downloading service of movies a la carte (electronic sell-through (EST)).
A)Netflix
B)Hulu
C)iTunes
D)Google Play
Q4) Cannibalization is a major challenge facing book publishers.
A)True
B)False
Q5) What are the three different online business models that newspapers have employed from 1995-2017?
Page 12
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Chapter 11: Social Networks, Auctions, and Portals
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Sample Questions
Q1) Which of the following now owns LinkedIn?
A)Facebook
B)Google
C)Microsoft
D)Verizon
Q2) Which of the following is not a risk or cost of Internet auctions?
A)delayed consumption costs
B)equipment costs
C)price transparency
D)trust risks
Q3) ESPN.com is an example of a:
A)general purpose portal.
B)vertical market portal based on affinity group.
C)vertical market portal based on focused content.
D)focused content portal.
Q4) What business models do social networks use?
Q5) The original portals in the early days of e-commerce were search engines.
A)True
B)False
Q6) Describe four shared characteristics of social networks.
Page 13
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Chapter 12: B2b E-Commerce: Supply Chain Management and
Collaborative Commerce
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Sample Questions
Q1) An example of an indirect good in the fast-food industry is:
A)mustard.
B)paper napkins.
C)beef.
D)sugar.
Q2) An ________ primarily serves businesses that primarily buy direct goods on a spot purchasing basis.
A)e-distributor
B)e-procurement company
C)exchange
D)industry consortium
Q3) ________ is an example of an e-procurement Net marketplace.
A)TheSeam
B)Ariba
C)Grainger
D)SupplyOn
Q4) B2B e-commerce websites tend to serve horizontal markets.
A)True
B)False
Q5) How are social networks being used in B2B e-commerce?
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