| Broadly, the components of the marketing mix for e-commerce are the same as for ‘traditional marketing’. | ||
| A) | True | |
| B) | False | |
| 2 | Selecting an e-commerce marketing mix follows which one of the following? | |
| A) | Marketing audit | |
| B) | Evaluation and control procedures | |
| C) | Definition of aims | |
| D) | Production of an e-strategy | |
| E) | None of the above | |
| 3 | ………….. is the storage and analysis of information from web users so that the mix can be tailored to the needs of an individual. | |
| A) | Segmentation and target marketing | |
| B) | Data mining | |
| C) | The marketing information system | |
| D) | Quantitative market research | |
| 4 | The scale of an e-commerce promotional plan will be strongly influenced by its existing off-line presence. | |
| A) | True | |
| B) | False | |
| 5 | In e-commerce, lower prices, instant response, product customisation, and greater product variety, are all forms of: | |
| A) | Improved service quality | |
| B) | Distinctive features of e-commerce | |
| C) | E-commerce competitive advantage | |
| D) | Ways in which e-commerce differs from traditional marketing | |
| 6 | Among other issues e-commerce may encourage ‘vertical disintegration’. This means: | |
| A) | Firms will need to break themselves into smaller units to survive | |
| B) | Firms will need to own their own IT and logistics departments | |
| C) | Firms may no longer need to own their IT and logistics departments | |
| D) | None of the above | |
| 7 | Firms thinking of establishing their own online marketing presence: | |
| A) | Can apply most of their guidelines of good marketing practice | |
| B) | Will need to be driven by technology | |
| C) | Will have to acquire a different range of customers | |
| D) | Must rethink what the marketing concept means | |
| 8 | Online marketing offers many benefits to firms. With regard to these benefits, which of the following statements is true? | |
| A) | Rapid market response | |
| B) | Reduced personal selling costs | |
| C) | Marketing research | |
| D) | Improved distribution | |
| E) | All of the above | |
| 9 | A website which is restricted to approved users is part of an: | |
| A) | Intranet | |
| B) | Extranet | |
| C) | Internet | |
| D) | EDI system | |
| 10 | Deciding how a firm will compete in an e-commerce market comes from: | |
| A) | E-objectives | |
| B) | E-target market to compete in | |
| C) | The e-promotional mix | |
| D) |
E-strategy |
