First: Multiple-Choice Questions)

1. As digi za on spreads, the level of connec vity across devices, people and loca ons
_________.
A. Decreases B. Increases

C. Remains Constant D. None of The Above

2. __________ are key dimensions of the digital communica on environment.

A. Audiences B. Marke ng, Technology

C. Applica ons D. All of The Above

3. __________ are a growing part of the internet and are enabling users to access the
internet remotely.
A. Wireless Networks B. Wired Networks

C. Social Networks D. Data and Informa on

4. E-Commerce is __________

A. A New Business Model That Fades the Dis nguishable Lin Between Physical and
Virtual World
B. An Electronically Supported Exchange Over the Internet

C. An Interac ve Media Focusing on Par cipa on and UGC Development

D. All of The Above

5. __________ refers to the performing online commercial ac vi es, transac ons over the
internet.
A. E-Business B. E-Marke ng

C. E-Commerce D. None of The Above

6. Online tools for human resources can be produced by __________.

A. E-Business B. E-Marke ng

C. E-Commerce D. Both A and B

7. __________ is the op miza on of a company’s business ac vi es using digital technology.

A. E-Business B. E-Marke ng

C. E-Commerce D. None of The Above

8. What is the primary difference between E-Business and E-Commerce?

A. E-Business Involves Only Financial Transac ons, While E-Commerce Includes

Informa onal Transac ons

B. E-Commerce Is Primarily for B2C Transac ons, Whereas E-Business Is for B2B
Transac ons

C. E-Business Includes a Broader Range of Online Business Ac vi es, While

E-Commerce Is More Transac on-Specific

D. There Is No Significant Difference Between the Two

9. __________ all electronically mediated informa on exchanges between an organiza on

and its external stakeholders.
A. E-Business B. E-Commerce

C. E-Marke ng D. None of The Above

10. The crea on of new business designs by blurring the digital and physical worlds.

A. E-Business B. D-Business

C. E-Commerce D. None of The Above

11. Which of the following is not listed as a dimension of the digital age in marke ng?

A. Technology B. Applica ons

C. Economics D. Audiences

12. __________ refers to B2B transac ons to obtain resources needed by an organiza on
from its suppliers.
A. Sell-Side E-Commerce B. Sell-Side E-Business

C. Buy-Side E-Commerce D. Buy-Side E-Business

13. __________ refers to B2B transac ons involved with selling products to an organiza on’s
customers.
A. Sell-Side E-Commerce B. Sell-Side E-Business

C. Buy-Side E-Commerce D. Buy-Side E-Business

14. Business to Consumer (B2C) refers to __________.

A. The Process of Buying Products and Services Directly Between Businesses and
Consumers.

B. The Process of Selling Products and Services Directly Between Businesses and
Consumers.

C. The Process of Selling Products and Services Directly Between Businesses.

D. None of The Above

15. __________ are one of the types of online B2C business models that are links who don’t
actually own products or services that put buyers and sellers together.
A. Direct Sellers B. Online Intermediaries

C. Adver sing-Based B2C D. Community-Based Sites

16. __________ charge a fee so consumers can access their content.

A. Fee-Based B. Direct Sellers

C. Online Intermediaries D. None of The Above

17. __________ are sites that may offer free but limited content while charging for most of it.

A. Fee-Based B. Direct Sellers

C. Online Intermediaries D. None of The Above

18. Businesses and organiza ons exchanged goods and services in the __________ model.

A. B2B B. B2C

C. C2B D. Both A and B

19. __________ involves transac ons between a manufacturer and wholesaler, or a
wholesaler and retailer.
A. B2C B. B2B

C. C2C D. C2B

20. Provides a robust environment in which businesses can find our about products and
services.
A. Internet B. Websites

C. Shoppers D. Marke ng

21. __________ refers to informa onal or financial transac ons between consumers, but
usually mediated through a business site.
A. B2B B. C2C

C. C2B D. B2C

22. Amazon and eBay are Examples of _________.

A. E-Commerce B. C2C Model

C. B2B Model D. Mobile Marke ng

23. __________ is one of the types of online presence that enables purchase of goods and
services online.
A. Transac onal E-Commerce Site

B. Portal Site

C. Services-Oriented Rela onship-Building Website

24. __________ sites do not sell products online, however, informa on is provided through
the site to inform purchase decisions.
A. Services-Oriented Rela onship-Building Website

B. Blogs

C. Portal or Media Sites

D. None of The Above

25. Services-oriented rela onship-building websites are one of the types of online presence
such as __________.
A. Amazon

B. Bri sh Gas

C. Yahoo

26. The Deployment of enterprise resources to capitalize on technologies for reaching

specified objec ves that ul mately improve performance and create sustainable
compe ve advantage is termed as __________.
A. E-Commerce B. E-Marke ng

C. E-Business Strategy D. E-CRM

27. My Starbucks Idea website is best described as __________.

A. A Tac c to Improve the Product Mix B. A Digital Model

C. An E-Business Strategy D. A Vision

28. __________ refers to a gateway of informa on.

A. Portal B. Media Site

C. Transac onal E-Commerce Site D. Both A and B

29. The implica ons for marke ng planning in a digital world involves growing sales through
__________ prices, __________ distribu on or __________ product range.
A. Cheaper, Narrower, Smaller B. Cheaper, Wider, Greater

C. More Expensive, Wider, Greater D. More Expensive, Wider, Smaller

30. The Web is characterized by all of these, Except:

A. It’s a Way of Accessing Data Over the Internt B. It’s a Por on of the Internet

C. It Supports a Graphical User Interface D. It’s the Address of a Web Page

31. WEB 1.0 may be also known as __________.

A. The Sta c Web B. The Write Web

C. The Read & Write Web D. The Wisdom Web

32. __________ is a global network of interconnected networks.

A. Web B. Intranet

C. Internet D. None of The Above

33. __________ a network that runs internally in a corpora on but uses internet standards
such as HTML and Browsers.
A. Intranet B. Extranet

C. Internet D. None of The Above

34. Which of the following is NOT true about the intranet?

A. It’s a Mini Password Protected Internet

B. It Allows Two or More En es to Share Informa on

C. It’s Used for Internal Corporate Consump on

D. It Runs Internally in a Corpora on

35. __________ two or more proprietary networks that are joined for the purpose of sharing
informa on.
A. Internet B. Extranet

C. Intranet D. None of The Above

36. The internet can be used to __________.

A. Iden fy Customer Needs B. Sa sfy Customers

C. An cipate Customer Demand D. All of The Above

37. Communica ons are facilitated through content and interac ve services delivered by
different digital technology pla orms including the Internet, web, mobile phone,
interac ve TV, IPTV and digital signage.
A. Digital Media B. D-Business

C. Digital Marke ng D. None of The Above

38. Achieving marke ng objec ves through applying digital technologies and media.

A. Digital Marke ng B. Digital Commerce

C. Online Presence D. Digital Media

39. Organiza on can direct its resources toward digital marke ng to achieve _________.

A. Sales Growth B. Interact with Customers

C. Add Value D. All of The Above

40. Using digital communica ons technologies to maximize sales to exis ng customers and
encourage con nued usage of online services through techniques including database,
personalized web messages, customer services, email and social media marke ng.
A. E-CRM B. Digital Media

C. Digital Marke ng D. None of The Above

41. A direct payment occurs to a site owner or an ad network when they serve an ad, a
sponsorship or pay for a click, lead or sale generated.
A. Paid Media B. Social Media

C. Owned Media D. Both A and C

42. Different forms of online media controlled by a company including their website, blogs,
mail list and social media presence.
A. Paid Media B. Earned Media

C. Owned Media D. None of The Above

43. The audience is reached through editorials, comments and sharing online.

A. Paid Media B. Earned Media

C. Owned Media D. None of The Above

44. TV ads are examples of __________.

A. Earned Media B. Push Marke ng

C. Owned Media D. Social Media

45. All of the following are benefits of owned media, Except __________.

A. Trusted B. Cost Efficiency

C. Full Control D. Versa lity

46. Earned media __________.

A. Can be Tracked Easily but with Limited Audience B. Suits Best Unknown Brands

C. Expands Reach but Uncontrollable D. All of The Above

47. __________ media includes conversa ons in social networks, communi es and other
forms of word of mouth.
A. Paid B. Earned

C. Owned D. All of The Above

48. Designed to run on smartphones and tablets. It provides users with rich mobile content
by deploying the handset’s mul ple na ve capabili es. Apps are downloaded from the
app stores hosted by the mobile opera ng system.
A. Mobile-Based Apps B. Email Pla orm

C. Desktop App D. None of The Above

49. Include desktop, mobile, tablet and other hardware and so ware pla orms.

A. Desktop Pla orm B. Digital Media

C. Digital Technologies D. None of The Above

50. What is the type of model represented in this figure?

A. B2B Model B. B2C Model

C. C2B Model D. C2C Model

51. This marke ng objec ve considers enhancing user’s online experiences with the brand
through interac ve facili es, building rust, increasing securi es and confiden ality.
A. Sell B. Serve

C. Save D. Sizzle

52. Inbound marke ng __________.

A. Engages Users Through Crea ve Content B. Pull Marke ng

C. Earns People Interest Not Buys It D. All of The Above

53. The digital marke ng strategy has many __________ aims of tradi onal marke ng
strategies.
A. Different B. Similar

C. Diverse D. All of The Above

54. Well-known brand name among U.S is an example for __________ that is ______ , ______.

A. Threats, Unfravorable, Internal B. Strengths, Favorable, External

C. Strengths, Favorable, Internal D. Weaknesses, Unfavorable, Internal

55. Modest sales growth in recent years is an example for __________.

A. Weaknesses B. Threats

C. Strengths D. Opportuni es

56. A __________ is a plan of ac on designed to achieve a par cular outcome.

A. Strategy B. Tac c

C. SWOT Analysis D. Digital Marke ng

57. The following ques on “What new technologies affect my posi on in the market” is an
example of __________.
A. Weaknesses B. Threats

C. Opportuni es D. Strengths

58. The following ques ons are an examples of weaknesses, Except:

A. What Would Our Compe on Consider Our Weaknesses to Be?

B. How could new compe tors affect my posi on in the market?

C. What Processes Could We Improve Upon Within Our Business?

D. Are There Any Internal Factors we Control That Result in Lost Sales?

59. Which of the following is NOT true about features of digital marke ng strategy?

A. Be Aligned with Business and Marke ng Strategy

B. Be Consistent with Types of Customers

C. Specify the Mix of Online Communica on Tools Only

D. Use Clear Objec ves

60. __________ are the benefits/values a brand offers to customers in its product and service.

A. Opportuni es B. Value Proposi on

C. Differen a on D. None of The Above

61. “A company has strong communica on skills to communicate with customers to solve
problems and always results in everyone ge ng a li le part of what they want”. This firm
has a __________.
A. Weaknesses B. Threats

C. Opportuni es D. Strengths

62. The first phase of digital marke ng strategy is __________ and its core is __________.

A. Defining the Online Opportunity, Evalua ng Objec ves

B. Selec ng the Strategic Approach, Se ng Objec ves

C. Defining the Online Opportunity, Se ng Objec ves

D. Defining the Online Opportunity, Assesses the Marketplace

63. The two ac vi es of defining E-Marke ng strategy are:

A. Evaluate Performance, Asses Online Marketplace

B. Implement Customer Experience, Execute E-Communica ons

C. Define Customer Value Proposi on, Define E-Communica ons mix

D. None of The Above

64. __________ details the implementa on of the strategy and find in phase number ______.

A. Execute E-Communica on, One

B. Implement Customer Experience, Three

C. Define Customer Value Proposi on, Two

D. Implement Digital Marke ng Plan, Three

65. The key ques on that businesses ask to know if they have ____________ or not is
“Are compe tors working on newer, more effec ve products than me?”
A. Weaknesses B. Threats

C. Opportuni es D. Strengths
66. Which of the following is not an element of external analysis:

A. Demand Analysis B. Compe tors Analysis

C. Intermediaries Analysis D. Service Analysis

67. Which of the following elements are relevant to the internet and should be checked on a
regular basis?
A. Legal Restric ons B. Ethical Restric ons

C. Technological Limita on D. All of The Above

68. __________ iden fies a company’s opportuni es are the exact opposites of the dangers,
the Strengths, and Weaknesses will vary depending on the company.
A. Compe on Analysis B. SWOT Analysis

C. Demand Analysis D. Market Analysis

69. __________ can be used to evaluate online strategy for manufacturers and merchants.

A. Ansoff Matrix B. Market Development Matrix

C. Diversifica on Matrix D. Both A and B

70. __________ Matrix used to iden fy methods to increase sales volume.

A. Market Penetra on, Diversifica on B. Market and Product Development

C. Market Penetra on and Development D. Market Development Only

71. The Internet offers enormous poten al for increasing sales through __________ strategy.

A. Market Penetra on B. Market Development

C. Product Development D. Diversifica on

72. __________ are the main ways in which the internet can be used for market penetra on.

A. Increase Market Share Through Compe ng More Successfully

B. Allocate Insufficient Budget

C. Increasing the Value Given by Customers to the Organiza on by Increasing the price.

D. All of The Above

73. Selling Ben & Jerry’s super premium ice cream to Brazilians for the first me is an example
for __________.
A. Market Penetra on B. Market Development

C. Product Development D. Diversifica on

74. Automobile manufacturers might provide automo ve performance and repair

informa on via a website. This is an example of __________.
A. Market Penetra on B. Market Development

C. Product Development D. Diversifica on

75. The less risky strategy in the Ansoff matrix is _________.

A. Market Penetra on B. Market Development

C. Product Development D. Diversifica on

76. When McDonald’s started McCafé in 2010, it is offering new products that were not
available in tradi onal McDonald’s stores. McCafé specializes in serving new customers
that usually don’t come to McDonald’s. McDonald’s McCafé serves as an example
performing __________ in SWOT analysis.
A. Market Penetra on B. Diversifica on

C. Market Analysis D. Market Development

77. __________ means that customer’s needs are assessed and the feedback is used to
modify exis ng products or develop new products.
A. Market Research B. Market Analysis

C. Market Mix D. Product Mix

78. __________ is part of the role to be the creator, in which the customer takes a more ac ve
role in product design.
A. Mass Customiza on B. Personaliza on

C. Both A and B D. Only A

79. “Developing a digital marke ng strategy avoids the confusion of making blind guesses
that you have to make without having a plan”. This statement explain which one of the
following benefits of building a strategy __________.
A. It Provides Real Data B. It Structures Your Ac ons

C. It Helps to Increase ROI D. It Mo vates You to Learn More

80. __________ is an iden fiable product or service augmented in such a way that the buyer
perceives relevant unique added values which match their needs.
A. Brand B. Distribu on

C. Price D. Promo on

81. The organiza on should consider all the following, Except __________ to build successful
online brands.
A. A Well-Designed Website That is an Essen al Element

B. Building an Online Brand Involves More Than Just Sharing Content

C. Partnering with Other Brands Can Help Expose Your Brand to a Smaller Audience

D. Develop a Strong, Cohesive Brand Iden ty, Including Brand Name, Logo and Visual.

82. Some of the challenges in managing Internet Marke ng Strategy are __________.

A. Unclear Responsibili es for the Many Different Internet Marke ng Ac vi es

B. An Experimental Rather Than Planned Approach is Taken

C. Insufficient Budget is Allocated for Internet Marke ng

D. All of The Above

83. When a company offers new products that have never been introduced before, and it
serves new customers that don’t come to this company. This is an example for _________.
A. Market Penetra on B. Market Development

C. Product Development D. Diversifica on

84. Online birth cer ficate issuance is an example of a __________.

A. G2C Model B. C2G Model

C. G2B Model D. B2C Model

85. All of the following are key features of digital marke ng strategy, Except __________.

A. Be Consistent with the Types of Customers

B. Use Clear Objec ves for Business and Brand Development

C. Specify Only the Online Communica on Tools Which are Important for the Strategy
Rather Than Offline Communica on Tools

D. Manage the Online Customer Lifecycle Through the Stages of A rac ng Visitors

86. Companies can use Internet for market penetra on with many ways including _________.

A. Increase Market Share by Compe ng More Successfully

B. Increasing the Value Given by Customers to the Organiza on by Increasing Prices

C. Allocate Insufficient Budget for Internet Marke ng

D. All of The Above

87. Which of the following environmental elements are specifically relevant to digital
marke ng and should be checked on a regular basis?
A. Legal Restric ons B. Technological Limita ons

C. Ethical Restric ons D. All of The Above

88. Online customer individualiza on can be based on __________.

A. Informa on Collected About Site Visitors and Then Stored in a Database

B. Adding a User Interface to the Web Services

C. Direct Selling Through Online Retailers

D. Two-Way Communica ons Between Companies and Consumers

Second: True-or-False Questions)

1. Applica ons provide business with a lowly effec ve mechanism for broadening
target through markets, improving customer communica ons and enhancing
customer rela onships.

2. Service providers make use of highly sophis cated customer databases.

3. E-Business refers to both financial and informa onal electronically mediated

transac ons between an organiza on and any second party it deals with.

4. Internet marke ng isn’t used directly to support sell-side e-commerce.

5. The Internet should be used to encourage one-way communica on, which may
be extensions of the direct-response approach.

6. Push mechanism is par cularly important to have good visibility in search

engines.

7. B2C e-commerce is an exchange between producers and end consumers of

goods and services and implicit knowledge about goods, services.

8. Community-based sites help marketers and adver sers promote their products
directly to consumers.

9. Consumers aren’t a direct factor in B2B transac ons.

10. B2B covers a small number of applica ons, which enables businesses to form
rela onships with their suppliers.

11. Consumer-to-ConsumerC2C refers to informa onal or financial transac ons

between consumers, but usually mediated through a business site.

12. Online intermediaries are one of the five types of online B2C business models.
[Link] onal e-commerce sites support the business by providing informa on
for consumers that prefer to purchase products online only.

14. One of the benefits of e-commerce is that there are na onal boundaries on the
internet.

15. The implica ons for marke ng planning in a digital world involve saving costs
by replacing sales and telemarke ng staff with offline sales.

16. Sell-side e-commerce refers to transac ons involved with buying resources
from an organiza on’s suppliers.

17. As one of the primary digital marke ng implica ons, home shopping is a main
way to provide value for customers.

18. E-commerce is the subset of e-business focused on transac ons.

19. Digital marke ng strategy adapts the principles of modern marke ng.

20. A strategy doesn’t differ from a tac c.

21. A tac c is broken into several strategies, each strategy can be defined as the
ac ons that businesses take to achieve their objec ves.

22. An effec ve digital marke ng strategy should specify the mix of online and
offline communica on tools used to a ract visitors to the company website.

23. Opportuni es and threats are both external factors that the company has
indirect control over.

24. To set digital marke ng objec ves, companies don’t need to set specific
numerical objec ves for their online channels.

25. Execute digital communica ons manage the interrupted online marke ng
communica ons.
[Link] tors analysis enables the introduc on of new services and changes in
rates and promo on.

27. Customer loyalty can be improved by transferring exis ng customers online and
adding value to new products, services by expanding the value proposi on.

28. The internet may provide addi onal op ons for selling to used market sub-
segments.

29. Nike and Converse both allow customers to create their own trainers based on
a number of present op ons. This is an example for the customiza on of goods
and services.

30. If the company underprice the goods, price comparison sites, as well as a large
number of peer-review groups will quickly point it out.

31. Online promo on can be tracked, measured and targeted far more simply than
offline.

32. Online gaming sites fall under the category of E-Business.

33. For modern businesses, the online promo onal mix has completely replaced
the offline mix.

34. One important feature of the interac ve marke ng communica ons is that they
can be tailored to the individual at rela vely low costs, unlike in tradi onal
media.

35. Companies get closer to customers outbound by conduc ng online marke ng

research and monitoring chatrooms and inbound by search engine marke ng
and adver sing.