网络营销straussChapt03tb.pdf

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1、 17 Chapter 3:The E-Marketing Plan Multiple Choice 1.The _ is a blueprint that links the firms e-business strategy with technology driven marketing strategies and details the plan for implementation.a.e-marketing plan b.business model c.situation analysis d.strategic plan(a;Easy;p.46)2.The two most

2、common types of e-marketing plans are known as the venture capital plan and the _.a.Nike plan b.tablecloth plan c.strategic plan d.napkin plan(d;Easy;p.47)3.The equivalent of the napkin plan used by a large company is known as the _.a.Nike plan b.Just-do-it plan c.Venture capital plan d.Strategic pl

3、an(b;Medium;p.47)4.By far the largest source of capital for entrepreneurs is _.a.banks b.friends and family c.angel investors d.venture capitalists(d;Medium;p.47)5.When selecting an e-business investment venture capitalists are looking for a well composed business plan and _.a.sufficient capital b.a

4、 great location c.a good team of people d.follow through (c;Hard;p.48)18 6.A well composed business plan should contain enough data and logic to prove that _.a.the e-business idea is solid b.the entrepreneur has some idea of how to run the business c.the entrepreneur has some idea of the costs assoc

5、iated with the business d.all of the above(d;Medium;p.48)7.Venture capitalists expect to _.a.get their money out of an investment immediately b.get their money out of an investment within a few years c.take over ownership of their investments d.see a return on every investment they make(b;Easy;p.48)

6、8.An initial public offering of a company is viewed by the invested venture capitalist as _.a.a golden exit plan b.a threat to his/her investment c.a chance to gain a higher percentage of ownership d.none of the above(a;Medium;p.48)9.Situation analysis should review the firms _.a.environment and SWO

7、T analysis b.existing marketing plans c.e-business objectives,strategies and performance metrics d.all of the above(d;Hard;p.49)10.A _ is used to identify target stakeholders.a.SWOT Analysis b.Balanced Scorecard c.Marketing Opportunity Analysis(MOA)d.Environment,Strategy and Performance(ESP)(c;Easy;

8、p.51)11.The purpose of _ is to assist in forecasting segment profitability as well as to find competitive advantages to exploit in the online market.a.a situation analysis b.a supply analysis c.an evaluation plan d.budgeting(b;Hard;p.52)19 12.In order to decide how online prices will compare to offl

9、ine equivalents,marketers must consider _.a.differing costs of sorting and delivering petitive concerns c.market concerns d.all of the above(d;Medium;pp.54-55)13.The strategy of applying different price levels for different customers or situations is known as _.a.dynamic pricing b.online bidding c.d

10、irect marketing d.agent e-business models(a,Easy,p.55)14.Formulating an objective should take into consideration all of the following elements except _.a.task b.measurable quality c.time frame d.cost(d;Easy;p.53)15.A graphical device that helps marketers better understand their implementation requir

11、ements is known as a _.a.product matrix b.objective-strategy matrix c.business model d.evaluation plan(b,Medium;p.57)16._ tactics are especially important to e-marketers because information technologies are especially adept at automating these processes a.Business process b.Budgeting c.Information g

12、athering d.Evaluation plan(c;Hard;p.58)20 17.During which of the following steps will marketers closely monitor actual revenues and costs to make sure that results are on track for accomplishing the objectives?a.situation analysis b.formulating objectives c.plan implementation d.strategy formulation

13、(c;Hard;p.58)18.Firms consider the money saved through Internet efficiencies _.a.soft revenue b.hard currency c.profit d.mark-ups(a;Easy;p.58)19.All of the following are e-marketing costs incurred by site developers except _.a.technology cost b.building costs c.salary costs d.marketing communication

14、 costs(b;Medium;p.59)20.Once the e-marketing plan is implemented,its success depends on _.a.funding b.planning c.continuous evaluation d.formulating objectives(c;Medium;p.59)True/False 21.The ad hoc,napkin plan is a sure recipe for failure.a.True b.False(b;Medium;p.47)22.Since the dot-com crash vent

15、ure capitalists are unwilling to invest in e-business entrepreneurs.a.True b.False (b;Easy;p.48)21 23.A good venture capitalist will nurture a business and be willing to help in times of trouble.a.True b.False(a;Easy;p.48)24.Feedback mechanisms are a negligible part of the e-marketing plan.a.True b.

16、False(b;Medium;p.49)25.When planning for e-marketing it is possible and even advisable to build off of existing business and marketing plans.a.True b.False(a;Medium;p.50)26.Tier one and tier two strategies are interrelated for most companies.a.True b.False (a;Medium;pp.53-54)27.Firms should not atte

17、mpt to create new brands for the online market;they should stick with current or enhanced products in that channel in order to reap the greatest rewards.a.True b.False(b,Hard;p.54)28.E-marketing plans must focus on a single objective.a.True b.False(b;Medium;p.53)29.A strategic plan must identify exp

18、ected returns from an investment.a.True b.False(a;Medium;p.58)22 30.Since intangible benefits of e-marketing are difficult to establish it is often not worth the added expense to tie a financial figure to these benefits.a.True b.False(b;Hard;p.58)Essay 31.In the creation of an e-marketing plan what

19、are the advantages and draw backs of both the napkin plan and the venture capital plan?Napkin Plan Advantages Accidental discovery,Overcome staid corporate culture Drawback Lack of sound long term planning and implementation plan Venture Capital Plan Advantage Emphasis on strategic plan,comprehensiv

20、e long term plan,forces entrepreneurs to critically analyze their business,maximize organization resources.Drawback Focus is on exit plan for venture capitalists,maximize short term returns.(Medium;pp.47-48)32.In your own words,what is the argument for the distinction between tiers one and two of th

21、e e-marketing strategies?Make sure to define the elements of each tier.Tier One e-marketing objectives.Segmentation,targeting,differentiation,and positioning.Marketing opportunity analysis.Tier Two-Design the offer,value,distribution,communication,CRM.The 4 Ps of marketing.Tier One is involved with

22、the strategy and objectives.Tier two is involved with the implementation.(Hard;pp.51-55)33.What are some of the typical objectives of e-marketing plans?Increase market share Increase sales revenue Reduce costs Achieve branding goals Improve databases Achieve customer relationship management goals Im

23、prove supply chain management(Easy;p.53)23 34.What are some of the intangible benefits of e-marketing strategies and how can financial figures be tied to these benefits?Brand equity Brand awareness Difficult to put a dollar figure to this.Evaluate costs and use CRM metrics such as Lifetime Value(Har

24、d;pp.58-59)35.Define Dynamic pricing.What are the advantages and disadvantages of using dynamic pricing?Dynamic Pricing-different price levels for different customers Advantage-Bases product on demand for product and service,company can maximize their return using this strategy Problem Customers pay different prices for same service or product.If alternatives exist many customers will move from the product or service if they realize others are paying a lower cost.(Medium;p.55)