29 Jun Broadly, the components of the marketing mix
1
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
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