中山大学吴柏林教授 广告创意绝密资料TIF02Word格式.docx

中山大学吴柏林教授 广告创意绝密资料TIF02Word格式.docx

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14.TheInternetsitedesignelement“customization”enablessite-to-user,user-to-site,ortwo-waycommunication.False（moderate）p.30

15.Websiteeaseofuseismeasuredbywhetherasiteloadsquickly,iseasytounderstand,andiseasytonavigate.True（easy）p.30

16.Usinghumoronawebsiteisonewayofbringingbrowsersbackforasecondvisit.True（moderate）p.31

17.Aninterstitialadisonethat“pops”uporunderwhenaWebsiteisvisited.True（moderate）p.32

18.Sellingorrentingyourdetailedcustomerlistforextrarevenueiscalledgettingprofileincome.True（moderate）p.32

19.Thefirststeptoone-on-onemarketingistocustomizeproducts,services,andmessagestoeachcustomer.False（moderate）p.33

20.Databasemarketingisextractinginformationaboutindividuals,trends,andsegmentsfromadatawarehouse.False（moderate）p.35

MultipleChoiceQuestions

21.Bill’scompanyhasaninternale-mailandinformationcommunicationsnetwork.Whatisthiskindofconnectivitycalled?

a.）Internet

b.）extranet

c.）intranet（moderate）p.24

d.）ultranet

e.）m-commerce

22.Monroeisanintermediaryandallowsitssuppliersandbuyerstohookintoaspecialinformationcommunicationsnetwork.Whatisthiskindofconnectivitycalled?

b.）extranet（moderate）p.24

c.）intranet

23.NTT’sDoCoMosysteminJapanisanexampleof___________.

e.）m-commerce（moderate）p.24

24.Whichofthefollowingisnotconsideredadriverthatunderpinsthe“new”economy?

a.）multitaskingandrestructurization（moderate）p.24

b.）digitalizationandconnectivity

c.）disintermediationandreintermediation

d.）customizationandcustomerization

e.）industryconvergence

25.Whenabricks-onlyretailerisputoutofbusinessbyaWebsitebasedbusinessthatservestheconsumerneedbetter,thisisanexampleof___________.

a.）reintermediation

b.）digitalization

c.）disintermediation（moderate）p.25

d.）customerization

26.DylancreatedaWebsitethatbroughttogetheralargeinternationalgroupofcollectorsandsellers,aswellasotherswhohaveinterestinTystuffedtoys.Thisnewapproachtoservingcustomerandsupplierneediscalled

a.）reintermediation（moderate）p.25

c.）disintermediation

27.Jonasisabletolandscapeayardtoanydesignaconsumerbringstohim.Thisiscalled___________.

a.）customization（easy）p.25

b.）prosumerization

c.）personalization

e.）reintermediation

28._______________referstothecombinationofoperationalcustomizationandmarketingcustomization.

a.）Customization

b.）Prosumerization

c.）Personalization

d.）Customerization（moderate）p.25

e.）Reintermediation

29.Merckmakesprescriptionsandnonprescriptiondrugs,andisconsideringaddingchemically-engineeredfoodsupplementstotheirproductline.Thisnewlinewouldfallunderthecategoryof___________.

a.）cosmoneuticals

b.）nutriceuticals（moderate）p.25

c.）cosmonauticals

d.）nutrichemicals

e.）biogenicals

30.Whichofthefollowingisnotanexampleofmarketingintheneweconomy?

a.）organizebycustomersegments

b.）focusonstakeholders

c.）buildbrandsthroughperformance

d.）underpromise,overdeliver

e.）focusonprofitabletransactions（moderate）p.26,Table2-1

31.Whichofthefollowingisanexampleofmarketingintheneweconomy?

a.）organizebyproductunits

b.）everyonedoesthemarketing（moderate）p.26,Table2-1

c.）focusoncustomeracquisition

d.）focusonshareholders

e.）lookprimarilyatfinancialscorecard

32.

Chrisdoesmostofherbuyingonline,ratherthangetoutanddohershoppinginperson.Sheisanexampleofa___________.

a.）hybridconsumer

b.）cyberconsumer（easy）p.26

c.）superconsumer

d.）traditionalconsumer

e.）consumeractivist

33.____________isatermthatdescribesacompany’seffortstoinform,communicate,promote,andsellitsproductsandservicesovertheInternet.

a.）E-business

b.）E-commerce

c.）E-purchasing

d.）E-consuming

e.）E-marketing（difficult）p.26

34.YacoboPistoriusbuildscomputersinhishousetoselltoagrowinglistoflocalcustomers.Hebuysallhispartsonlineandmakesaniceprofitoneachmachinehebuildstoorder.Yacobo’sonlinesupplyallowshimtotakepartin___________.

a.）e-business

b.）e-commerce

c.）e-purchasing（easy）p.26

d.）e-consuming

e.）e-marketing

35.ScottgoesonlinetofollowagroupthatdiscussestheYamahaRoadStarmotorcycle.Mostcontributorsonthesiteareowners,andtheyoftenshareinformationaboutthebikes,ralliesandrideopportunities,andtechnicalinformationandreviewsaboutaftermarketproducts.Thereisevenabuy-sellforumwhereyoucanfindpartsorusedbikesforsale.Thisisanexampleofa__________Internetdomain.

a.）B2C

b.）B2B

c.）C2C（difficult）p.27

d.）C2B

e.）B2B2C

36.TheInternetismostusefulfor________productswhentheconsumerseeksgreaterorderingconvenience,lowercost,orinformationaboutproductfeaturesandprices.Itislessusefulforproductsthatmustbetouchedorexaminedinadvance.

a.）B2C（difficult）p.27

c.）C2C

e.）BCG

37.

WhichkindofInternetdomaindoesbyfarthegreatestamountofcommerce?

b.）B2B（moderate）p.27

38.Downwardpricepressureonundifferentiatedproductsisincreasing,becausebusinessbuyershaveaccesstomoreinformationfromallthefollowingexcept___________.

a.）supplierWebsites

b.）infomediaries

c.）marketmakers

d.）marketmavens（moderate）p.27

e.）customercommunities

39.DaimlerChrysler,Ford,andGMhavecometogethertobuildamoney-saving,Web-basedprocurementsystemcalled___________.

a.）eVixxion

b.）DFM*B2B

c.）iSite

d.）Covisint（difficult）p.27

e.）Deltronicos

40.__________arethirdpartiesthataddvaluebyaggregatinginformationaboutalternatives.

a.）SupplierWebsites

b.）Infomediaries（easy）p.27

c.）Marketmakers

d.）Marketmavens

e.）Customercommunities

41.C2CInternetdomainshavealsobeentermed_________,andareanimportantbuyinginfluence.

a.）wordofmouth

b.）webofmouth

c.）wordofweb（moderate）p.27

d.）WorldWideWeb

e.）mouthofweb

42.SitessuchasPlanetFeedbackandeComplaintsallowfrustratedconsumerstocommunicatetheirdissatisfactionwithbusinessesandproducts.Thesetypesofsiteshavebeentermed_________Internetdomains.

b.）B2B

d.）C2B（moderate）p.28

43.

YoumightfindallofthefollowingonaC2BWebsite,except___________.

a.）afeaturethatallowscustomerstobuildtheirownproducts（moderate）p.28

b.）aninvitationtoe-mailaquestion

c.）asystemthatallowsconsumerstogivefeedback

d.）awayofconveyingacomplaint

e.）a“call-me”button

44.GisasophisticatedtoolforfindingcontentontheWeb.Itisinthe_________categoryofpure-clickcompanies.

a.）searchengine（moderate）p.29

b.）portal

c.）commercesite

d.）transactionsite

e.）contentsite

45.TheEconomistisaBritishweeklybusinessnewspaper,whichnowhasapresenceontheWebat.Thisisanexampleofa______________.

a.）portal

b.）commercesite

c.）transactionsite

d.）contentsite（moderate）p.29

e.）enablersite

46.Yahoo!

andothercompanieswouldlikeyoutopicktheirhomepageasyourhomepage.Thesetypesofsitesarecalled________________.

a.）searchengines

b.）portals（moderate）p.29

c.）commercesites

d.）contentsites

e.）enablersites

47.Allofthefollowingarereasonsmanyearlypure-clickfirmsfailed,except___________.

a.）poorly-designedWebsite

b.）focusonsuccessfulbusinessmodels（easy）p.29

c.）focusoncustomeracquisitionratherthanbuildingrelationships

d.）reliedonbuzzinsteadoftargetmarketing

e.）lackofinfrastructure

48.____________,nowabrick-and-