Test Bank for eMarketing: Digital Marketing Strategy, 9th Edition Frost (All Chapters included)
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Course
Strategy Course
Institution
Strategy Course
Complete Test Bank for eMarketing, Digital Marketing Strategy, 9th Edition by Raymond Frost, Alexa K. Fox, Terry Daugherty ; ISBN13: 9781032161495.(Full Chapters included Chapter 1 to 15)....
1. Past, Present, and Future.
2. Strategic Digital Marketing and Performance Metrics.
3. The Digital Mar...
eMarketing
Digital Marketing Strategy
9th Edition by Raymond Frost
Complete Chapter Test Bank
are included (Ch 1 to 15)
** Immediate Download
** Swift Response
** All Chapters included
, CHAPTER ONE
PAST, PRESENT, AND FUTURE
Multiple Choice
1. Digital marketing affects traditional marketing in which of the following ways?
a. increases efficiency of traditional marketing functions
b. technologically transforms marketing strategies
c. marginalizes customer value but increases profitability
d. both A and B
(d; Moderate; LO2; Use of Information Technology)
2. ________ is the subset of e-business focused on transactions that include buying/selling,
digital value creation, and virtual marketplaces.
a. eCommerce
b. eMarketing
c. Digital technology
d. ESP
(a; Easy; LO2; Use of Information Technology)
3. Convenient, quick access to digital information has the ability to transform all of the
following except ________.
a. individuals
b. ecosystems
c. societies
d. businesses
(b; Easy; LO1; Use of Information Technology)
4. The internet provides which of the following technical roles?
a. content creation
b. user access
c. technology infrastructure
d. all of the above
(d; Moderate; LO1; Use of Information Technology)
1
, 5. Data, such as digital coupons or customer complaints, exchanged between companies and
consumers typically travel via _____, while off-line electronic data collection, such as bar
code scanners or databases, shared internally within an organization, travel via ________.
a. internet; intranet
b. extranet; internet
c. extranet; intranet
d. the Web; the social network
(a; Moderate; LO1; Use of Information Technology)
6. All the following digital marketing technologies exist without the World Wide Web, except
________.
a. electronic data interchange
b. email
c. text messaging
d. hypertext navigation
(a; Difficult; LO1; Use of Information Technology)
7. In its technical performance, the internet supports the following roles except ________.
a. human users and computers that access content and send email
b. technology infrastructure to move, create, and view content
c. content providers that create information, entertainment, and so forth
d. none; all of the above roles are supported by the internet.
(d; Moderate; LO4; Use of Information Technology)
8. The internet can deliver content to all the following except _________.
a. televisions sets
b. refrigerators
c. paper shredders
d. automobiles
(c; Easy; LO4; Use of Information Technology)
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