中山大学吴柏林教授 广告创意绝密资料TIF02.docx

1、中山大学吴柏林教授 广告创意绝密资料TIF02Chapter 2Adapting Marketing to the New Economy True/False Questions1. An intranet connects people within the same company. True (easy) p. 242. Bill has agreed to hook his suppliers and distributors into an information web, this is called m-commerce. False (moderate) p. 243. Wh

2、en P offered its services of bringing airfare customers together with airfare sellers, this was an example of the marketplace becoming reintermediated. True (moderate) p. 254. Prosumers are self-producing consumers who can essentially design their own goods, enabled by the company. True (moderate) p

3、. 255. In the new economy, firms should overpromise and overdeliver. False (moderate) p. 26, Table 2-16. E-business is the same as E-commerce. False (moderate) p. 267. The most frequent online item purchased (in terms of percent of online buyers saying they have purchased in the category) so far, ha

4、s been music. False (difficult) p. 278. Business-to-business Web sites do ten to fifteen times the commerce that business-to-consumer Web sites do. True (moderate) p. 279. Infomediaries are third parties that create markets linking buyers and sellers. False (moderate) p. 2710. eComplaints is an exam

5、ple of a C2B Internet domain. True (moderate) p. 2811. At , users can download free software that allows them to open up documents scanned in a particular format. Adobes site is considered a content site. False (difficult) p. 2912. Bookseller A is considered a search engine because of its powerful a

6、bility to find out-of-print titles. False (moderate) p. 2913. Brick-and-click organizations are likely to have more success than pure-click companies, due to their access to greater resources. True (moderate) p. 29-3014. The Internet site design element “customization” enables site-to-user, user-to-

7、site, or two-way communication. False (moderate) p. 3015. Web site ease of use is measured by whether a site loads quickly, is easy to understand, and is easy to navigate. True (easy) p. 3016. Using humor on a website is one way of bringing browsers back for a second visit. True (moderate) p. 3117.

8、An interstitial ad is one that “pops” up or under when a Web site is visited. True (moderate) p. 3218. Selling or renting your detailed customer list for extra revenue is called getting profile income. True (moderate) p. 3219. The first step to one-on-one marketing is to customize products, services

9、, and messages to each customer. False (moderate) p. 3320. Database marketing is extracting information about individuals, trends, and segments from a data warehouse. False (moderate) p. 35Multiple Choice Questions21. Bills company has an internal e-mail and information communications network. What

10、is this kind of connectivity called?a.) Internetb.) extranetc.) intranet (moderate) p. 24d.) ultranete.) m-commerce22. Monroe is an intermediary and allows its suppliers and buyers to hook into a special information communications network. What is this kind of connectivity called?a.) Internetb.) ext

11、ranet (moderate) p. 24c.) intranetd.) ultranete.) m-commerce23. NTTs DoCoMo system in Japan is an example of _. a.) Internetb.) extranetc.) intranetd.) ultranete.) m-commerce (moderate) p. 2424. Which of the following is not considered a driver that underpins the “new” economy?a.) multitasking and r

12、estructurization (moderate) p. 24b.) digitalization and connectivityc.) disintermediation and reintermediationd.) customization and customerizatione.) industry convergence25. When a bricks-only retailer is put out of business by a Web site based business that serves the consumer need better, this is

13、 an example of _.a.) reintermediationb.) digitalization c.) disintermediation (moderate) p. 25d.) customerizatione.) industry convergence26. Dylan created a Web site that brought together a large international group of collectors and sellers, as well as others who have interest in Ty stuffed toys. T

14、his new approach to serving customer and supplier need is calleda.) reintermediation (moderate) p. 25b.) digitalization c.) disintermediation d.) customerizatione.) industry convergence27. Jonas is able to landscape a yard to any design a consumer brings to him. This is called _.a.) customization (e

15、asy) p. 25b.) prosumerizationc.) personalizationd.) customerizatione.) reintermediation28. _ refers to the combination of operational customization and marketing customization.a.) Customization b.) Prosumerizationc.) Personalizationd.) Customerization (moderate) p. 25e.) Reintermediation29. Merck ma

16、kes prescriptions and nonprescription drugs, and is considering adding chemically-engineered food supplements to their product line. This new line would fall under the category of _.a.) cosmoneuticalsb.) nutriceuticals (moderate) p. 25c.) cosmonauticalsd.) nutrichemicalse.) biogenicals30. Which of t

17、he following is not an example of marketing in the new economy?a.) organize by customer segmentsb.) focus on stakeholdersc.) build brands through performanced.) underpromise, overdelivere.) focus on profitable transactions (moderate) p. 26, Table 2-131. Which of the following is an example of market

18、ing in the new economy?a.) organize by product unitsb.) everyone does the marketing (moderate) p. 26, Table 2-1c.) focus on customer acquisitiond.) focus on shareholderse.) look primarily at financial scorecard32. Chris does most of her buying online, rather than get out and do her shopping in perso

19、n. She is an example of a _.a.) hybrid consumerb.) cyberconsumer (easy) p. 26c.) superconsumerd.) traditional consumere.) consumer activist33. _ is a term that describes a companys efforts to inform, communicate, promote, and sell its products and services over the Internet.a.) E-businessb.) E-comme

20、rcec.) E-purchasingd.) E-consuminge.) E-marketing (difficult) p. 2634. Yacobo Pistorius builds computers in his house to sell to a growing list of local customers. He buys all his parts online and makes a nice profit on each machine he builds to order. Yacobos online supply allows him to take part i

21、n _.a.) e-businessb.) e-commercec.) e-purchasing (easy) p. 26d.) e-consuminge.) e-marketing35. Scott goes online to follow a group that discusses the Yamaha Road Star motorcycle. Most contributors on the site are owners, and they often share information about the bikes, rallies and ride opportunitie

22、s, and technical information and reviews about aftermarket products. There is even a buy-sell forum where you can find parts or used bikes for sale. This is an example of a _ Internet domain.a.) B2Cb.) B2Bc.) C2C (difficult) p. 27d.) C2Be.) B2B2C36. The Internet is most useful for _ products when th

23、e consumer seeks greater ordering convenience, lower cost, or information about product features and prices. It is less useful for products that must be touched or examined in advance.a.) B2C (difficult) p. 27b.) B2Bc.) C2C d.) C2Be.) BCG37. Which kind of Internet domain does by far the greatest amo

24、unt of commerce?a.) B2Cb.) B2B (moderate) p. 27c.) C2C d.) C2Be.) BCG38. Downward price pressure on undifferentiated products is increasing, because business buyers have access to more information from all the following except _.a.) supplier Web sitesb.) infomediariesc.) market makersd.) market mave

25、ns (moderate) p. 27e.) customer communities39. DaimlerChrysler, Ford, and GM have come together to build a money-saving, Web-based procurement system called _. a.) eVixxionb.) DFM*B2Bc.) iSited.) Covisint (difficult) p. 27e.) Deltronicos40. _ are third parties that add value by aggregating informati

26、on about alternatives.a.) Supplier Web sitesb.) Infomediaries (easy) p. 27c.) Market makersd.) Market mavens e.) Customer communities41. C2C Internet domains have also been termed _, and are an important buying influence.a.) word of mouthb.) web of mouthc.) word of web (moderate) p. 27d.) World Wide

27、 Webe.) mouth of web42. Sites such as PlanetFeedback and eComplaints allow frustrated consumers to communicate their dissatisfaction with businesses and products. These types of sites have been termed _ Internet domains.a.) B2Cb.) B2B c.) C2C d.) C2B (moderate) p. 28e.) BCG43. You might find all of

28、the following on a C2B Web site, except _.a.) a feature that allows customers to build their own products (moderate) p. 28b.) an invitation to e-mail a questionc.) a system that allows consumers to give feedbackd.) a way of conveying a complainte.) a “call-me” button44. G is a sophisticated tool for

29、 finding content on the Web. It is in the _ category of pure-click companies.a.) search engine (moderate) p. 29b.) portalc.) commerce sited.) transaction sitee.) content site45. The Economist is a British weekly business newspaper, which now has a presence on the Web at . This is an example of a _.a

30、.) portal b.) commerce sitec.) transaction sited.) content site (moderate) p. 29e.) enabler site46. Yahoo! and other companies would like you to pick their homepage as your homepage. These types of sites are called _.a.) search enginesb.) portals (moderate) p. 29c.) commerce sites d.) content sitese

31、.) enabler sites 47. All of the following are reasons many early pure-click firms failed, except _.a.) poorly-designed Web siteb.) focus on successful business models (easy) p. 29c.) focus on customer acquisition rather than building relationshipsd.) relied on buzz instead of target marketinge.) lack of infrastructure48. _, now a brick-and-