Type:
Solution Manual Test Bank
Resource:
E-Marketing
Edition:
6th Edition
Author(s):
Judy Strauss Raymond Frost
CHAPTER TWO STRATEGIC E-MARKETING AND PERFORMANCE METRICS Multiple Choice 1.
Which of the following is a goal oriented focus of strategic planning? a. growth b. competitive position c. geographic scope (e.g., expansion) d. all of the above (d; Easy; LO1; Analytic Skills)
2.
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 (d; Moderate; LO3; Analytic Skills)
3.
Regarding customers and business partners, e-marketing is capable of improving the overall value propositions by ________. a. increasing benefits for customers b. decreasing costs for customers and the company c. increasing the revenues d. all of the above (d; Moderate; LO2; Analytic Skills)
4.
The various levels of organizational commitment to e-business include all of the following, except ________. a. activity b. business process c. enterprise d. business policy (d; Moderate; LO2; Use of Information Technology)
5.
The costs associated with the organization’s value proposition include, for example, ________. a. time b. energy c. psychic d. all of the above (d; Easy, LO3; Analytic Skills)
6.
Which of the following is true about business use of informational technology? a. It generally increases benefits to stakeholders. b. It generally lowers costs to stakeholders. c. It can lead to a decrease in value to stakeholders. d. All of the above. (d; Easy; LO1; Use of Information Technology)
7.
Which of the following is not a viable competitive position for a firm within its given industry? a. industry leader (e.g., Google) b. price leader (e.g., Priceline) c. quality leader (e.g., Mercedes) d. business model leader (e.g., Borders) (d; Moderate; LO1; Analytic Skills)
8.
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 (b; Easy; LO2; Use of Information Technology)
9.
Which of the following is not one of the four appropriate rationales for choosing the objectives of a strategic plan? a. strategic justification b. personal justification c. technical justification d. financial justification (b; Moderate; LO1; Reflective Thinking Skills)
10.
Important elements of value include all of the following except ________. a. customers’ perception of product benefits b. partners’ perception of product costs c. customer evaluations of support services d. all of the above (b, Moderate, LO3; Analytic Skills)
11.
Which of the following processes is unlikely to be carried out at the activity level of ebusiness commitment? a. customer relationship management b. online purchasing c. e-mail d. dynamic pricing online (a; Difficult; LO2; Reflective Thinking Skills)
12.
Which of the following is not an activity which is likely to be practiced at the business process level of e-business commitment? a. content publishing b. knowledge management c. direct selling d. database marketing (c; Difficult; LO2; Reflective Thinking Skills)
13.
________ 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 (b; Moderate; LO3; Analytic Skills)
14.
________ can be learned from dividing net profits by total assets. a. Return on investment (ROI) b. Market capitalization c. Earnings d. Income (a; Easy; LO3; Analytic Skills)
15.
Profits and return on investment (ROI) are among the most common metrics used to assess performance from the ________ perspective. a. customer b. internal c. innovation/learning d. financial (d; Moderate; LO3; Reflective Thinking)
16.
Content sponsorship, direct selling, and social networking, occur at the ________ of the e-business model. a. activity level b. business process level c. enterprise level d. none of the above (c; Difficult; LO2; Use of Information Technology)
17.
Database marketing and customer relationship management (CRM) occur at the ________ of the e-business model. a. activity level b. business process level c. enterprise level d. none of the above (b; Difficult; LO2; Use of Information Technology)
18.
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 (a; Difficult; LO2; Use of Information Technology)
19.
Within the e-business model, order processing occurs ________. a. at the activity level b. at the business process level c. at the enterprise level d. none of the above (a; Difficult; LO2; Use of Information Technology)
20.
The internal perspective of the Balanced Scorecard gives particular attention to ________. a. market share b. shareholder value c. supply chain value to the company d. customer satisfaction (c; Moderate; LO3; Analytic Skills)