University of Texas, Dallas

BUSINESS 1111

True/False Questions

Chapter 19 eMarketing Strategy

1)The Internet has changed the types of products that can be sold, has changed the market for products in terms of geography.

2. The fundamental principles of marketing are not significant in forming an Internet marketing strategy.

3. With the advent of the Internet, product distribution and markets no longer have to be dictated by location.

4. The customized solutions offered by Dell through its Web site is an example of mass customization using Internet.

5. Internet marketing has hindered competition and has led to the creation of monopolies.

6. The Internet does not naturally lend itself to be used to promote products.

7. The online promotional mix is significantly different from offline promotional mix.

8. According to Seth Godin, everything that a marketer does and says is referred to as interaction.

9. The physical manifestation of the story is referred to as a product or service.

10. Mootee’s four new Ps are participation, peer to peer communities, product positioning, and predictive modeling.

11. With the growth in social media and consumer-generated content, customers have become less demanding and less brand conscious.

12. Mootee’s four Ps focus on what technology brings to the original marketing mix.

13. Interruptive advertising is not needed in customer-centric marketing to convince customers of a need that they do not have.

14. An eMarketing strategy should be created in isolation from an offline strategy.

15. Porter’s Five Forces Analysis can be used to understand the attractiveness of the market in which an organization is transacting.

16. Internet migrates competition primarily to price and hence a low price strategy is the best strategy for companies to follow.

17. SWOT analysis will reveal the feasibility and the attractiveness of the strategies generated.

18. When analyzing competitors, only product and price lead the discovery process.

19. Marketing objectives are the desired outcomes of the marketing plan.

20. Google alerts cannot be used to track competitor information.

21. SpyFu can be used to search data for both search engine optimization and pay per click advertising.

Multiple Choice Questions

22. McCarthy’s four Ps of marketing are         . a                product, process, price, and placement

b               planning, people, placement, and promotion c             product, price, people, and promotion

d               planning, process, placement, and people e

e. product, price, placement, and promotion

23. Which of the following refers to a set of ideas that outline how a product line or brand will achieve its objectives?
    1. methodology
    2. strategy
    3. goal
    4. manifesto
    5. process

24. Which of the following is the reason why the Internet is seen as a growing a market of near-perfect competition?

a               Price and product comparisons are possible in the Internet. b                Internet has its own distribution channels.

3. Internet uses virtual cash for accessing the payments.
4. The customers do everything for themselves in the Internet. e                Price is the only thing considered in Internet buying.

25. Which of the following products is most benefited with the advent of Internet? a                        Consumer durables

2. Manufacturing products
3. Perishable goods
4. Digital products
5. Retail goods

26. The online promotional mix                   .

a               is the same as offline promotional mix b        cannot be tracked accurately

3. cannot be measured accurately
4. is significantly different from offline mix e              
5. is an extension of the offline mix

27. Which of the following is not one of the elements of marketing proposed by Seth Godin? a                     data

2. stories
3. participation
4. interactions
5. connections

28. Which of the following marketing elements represents everything that we observe? a                              data

2. products
3. stories
4. participation
5. connections

29. According to Seth Godin, everything that a marketer says and does is referred to as

             .

1. data
2. products
3. participation

4. stories
5. connections

30. All the tactics a marketer can use to “touch” the prospect or customer can be referred to as

             .

1. data
2. interactions
3. services
4. stories
5. connections

31. According to Seth Godin,                            is the end goal of all marketing efforts. a      data

2. products
3. services
4. stories
5. connections

32. Iris Mootee’s put forward four new Ps of marketing which are                 . a                      packaging, participation, promotion, and price competition

2. personalization, people, positioning, and portfolio management
3. personalization, participation, peer to peer communities, and predictive modeling d               product differentiation, participation, product life-cycle, and product leadership

e               personalization, participation, promotion, and people

33. Which of the following assists Web sites to provide personalized services? a                        cookies

2. pop-ups
3. banners
4. network adapters
5. spam

34.                       refers to a distinctive name or trademark that identifies a product or manufacturer. a                      Title

2. Caption
3. Tagline
4. Brand
5. Slogan

35. Mootee’s four Ps focus on                         .

1. the value creation in services marketing
2. what technology brings to original marketing mix c                  the marketing of tangible products online

d               traditional principles of marketing e             the need for online advertising

36. Which of the following statements is true about customer-centric marketing? a                            Marketing mix is not important in customer-centric marketing.

2. It demands expensive investment.
3. It focuses on marketing of tangible products online.
4. Interruptive advertising is the key to customer-centric marketing online. e               Marketers cannot dictate the manner in which customers find them.

37. Which of the following is the first step in developing a marketing plan? a                           setting market objectives

2. defining the market potential
3. knowing oneself and the market d performing strategic analysis

e               performing economic analysis

38. Porter’s five forces analysis is useful in understanding                                                                                                               . a                      the benefits of the product

2. employee satisfaction
3. the culture of an organization d         attractiveness of a market

e               the financial stability of the company

39. Strategic differentiation comes from the         . a                      price offered

b               value that a company can provide c   competitors of the company

4. features of the product
5. manufacturing process

40. Desired outcomes of the marketing plan are referred to as            . a                      products

2. services
3. stories
4. strategic plans
5. marketing objectives

e

41. Which of the following refers to a written document detailing the actions necessary to achieve marketing objectives?
    1. marketing plan
    2. strategic outline
    3. tactical model
    4. memorandum of understanding e    business contract

42.                         will reveal the feasibility and the attractiveness of the strategies generated. a                        Experimentation

2. Quantitative research
3. Qualitative research
4. SWOT analysis
5. Cluetrain Manifesto

43. The SWOT analysis is used during the                                       step when generating a marketing plan. a            definition

2. strategic analysis
3. strategy evaluation
4. implementation
5. optimization

44. The ratio of cost to profit is referred to as            . a                      ROE

2. ROI
3. ROA
4. EBIT
5. DOL

45. eMarketing refers specifically to            . a                      marketing using the Internet

b               marketing using electronic gadgets c   marketing of electronic gadgets

d               marketing using mobile devices e   micro level marketing

46.                         is the cornerstone of a successful eMarketing strategy. a                  Quality

2. Intangibility
3. Competition

4. Low price
5. Flexibility

47. Which of the following Web sites is the best to watch competitor activities? a                 http://www.flickr.com

2. http://delicious.com
3. http://www.google.com/insights/search d               http://www.google.com/alerts

e               http://www.adwords.google.com

48. Which of the following is suited to follow trends and conduct market research? a                         Google alerts

2. Google insights
3. Brands Eye
4. Delicious
5. Google adwords external keyword tool

Fill in the Blanks

49.       refers to a distinctive name or trademark that identifies a product or manufacturer.

50. A set of ideas that outline how a product line or brand will achieve its objectives is referred to as       

51.       refers to a set of ninety-five theses organized as a call to action for businesses operating within a newly connected marketplace.

52. McCarthy’s four Ps of marketing are                          , price,                , and promotion.

53. According to marketing Seth Godin,                            is/are that which we observe.

54. According to marketing Seth Godin, everything you do and say refers to                        .

55. According to marketing Seth Godin,                            is the physical manifestation of the story.