Chapter 10 & 11 Deck

Question 1

Which of the following is not a reason for advertising online?

Answer 1

Companies can collect personal information from those using their websites and possibly sell this information to others

Question 2

Which of the following is an advantage of setting up an online store (rather than a brick-and-mortar store)

Answer 2

Online stores are better able to capture data on its customers and their preferences

Question 3

Some potential customers are unwilling to buy online because

Answer 3

they cannot see the product itself

Question 4

Digital marketing uses digital technology to sell products. Which of the following is not an advantage of digital ads from the viewpoint of the seller?

Answer 4

if you place a digital ad, you can be sure your ad will be seen

Question 5

A pricing strategy where the price of an item fluctuates frequently based on complicated algorithms is called

Answer 5

dynamic pricing

Question 6

Which statement about content marketing is false?

Answer 6

If you write a blog as part of a content marketing campaign, you can be sure it will be read.

Question 7

An empty hotel room brings in no revenue. Then why wouldn’t a hotel manager at a luxury hotel or resort offer a very low, last-minute rate for an unfilled room?

Answer 7

to avoid “cheapening” the reputation of the luxury hotel

Question 8

In a recent survey ( ) Americans reported that they do not trust businesses with their personal information online.

Answer 8

approximately 45%

Question 9

Which pricing approach calculates the amount that can be spent to make a product by determining how much consumers are willing to pay and then subtracting a reasonable profit?

Answer 9

target costing

Question 10

Which of the following is false about dynamic pricing?

Answer 10

All consumers are happy with dynamic pricing

Question 11

( ) are electronic collections of related data that can be accessed by various members of an organization.

Answer 11

Databases

Question 12

By ( ) its customer-based data warehouse, a firm can discover previously unknown relationships between customers in general and certain groups of customers.

Answer 12

data-mining

Question 13

A ( ) verifies the identity of a computer site and sends you a digital certificate of authenticity stating that it trusts that site.

Answer 13

certificate authority

Question 14

You work for a company that manufactures and sells guitars. What type of computer system allows you and others in your organization to quickly find out whether a particular guitar is in stock, determine the expected delivery date, find out your customer’s credit rating, and find the current selling price of the guitar?

Answer 14

Enterprise resource planning (ERP) system

Question 15

In addition to data that you supply willingly, information about you can be gathered online without your knowledge or consent by means of so-called

Answer 15

“cookies”

Question 16

Which of the following is a disadvantage of cloud computing?

Answer 16

Security issues, such as unauthorized access to data, increase.

Question 17

An enterprise resource planning system does all of the following except

Answer 17

planning operations processes

Question 18

Using a technique called ( ), computer criminals disguise their identities by modifying the addresses of the computers from which they launch their schemes.

Answer 18

spoofing

Question 19

Which of the following is not a reason why some people regard the Internet as an unsafe place to do business?

Answer 19

Encryption permits unauthorized individuals to develop a profile of your buying habits.

Question 20

To convince consumers that it’s safe to buy things over the Internet, businesses must

Answer 20

1. keep credit-card numbers safe
2. protect passwords
3. protect personal information

Question 21

What is dynamic pricing used for?

Answer 21

sellers and service providers use this to monitor fluctuations in the prices of consumer’s goods or services as well as consumer demand, etc.

Question 22

Facebook decided to follow the ( ) and set the price for the Oculus Rift high.

Answer 22

skimming approach

Question 23

Starwood Hotels and Resorts used a form of dynamic pricing called a ( ) —analytics software that improves demand forecasting and automatically updates the pricing of its rooms using hundreds of supply and demand variables.

Answer 23

Revenue Optimization System

Question 24

What are two ways new technologies are helping supply chain members reduce costs and improve service?

Answer 24

1. Wireless technologies and cloud computing

2. Radio-frequency identification (RFID tags)

Question 25

( ) performs computer tasks using services provided over the Internet.

Answer 25

cloud computing

Question 26

( ) uses digital technology to sell products.

Answer 26

digital marketing

Question 27

( ) focuses on selling a product to a specific demographic through traditional outreach, such as paid advertisements, television commercials, and direct mail..

Answer 27

product marketing

Question 28

( ) is intended to attract potential buyers by building a strong brand reputation through online content.

Answer 28

content marketing

Question 29

What are the advantages of product marketing?

Answer 29

1. guaranteed visibility 2. fast results 3. straightforward approach

Question 30

What are the advantages of content marketing?

Answer 30

1. budget-friendly 2. long-term results 3. builds customer relationships

Question 31

What is the relationship between content marketing and social media marketing?

Answer 31

content marketing creates attention-grabbing content and show this content to customers and others through social media.

Question 32

( ) is used to describe extremely large collections of data, which are analyzed by computers to reveal useful consumer information, such as customer’s buying habits, personal profiles, purchases and social conversations.

Answer 32

Big data

Question 33

( ) can be generated internally or acquired through business services companies.

Answer 33

Big Data

Question 34

Some of the ways in which Big Data benefits marketing initiatives include:

Answer 34

1. Giving Great Offers to Existing Customers 2. Identifying New Customers 3. Making More Profitable Ads

Question 35

The ( ) is an important ethical issue in the collection of data. This right lets individuals decide who should have access to their personal information.

Answer 35

right to privacy

Question 36

The items that you got wrong are merely ( )—unprocessed facts. ( ) are data that have been processed, or turned into some useful form.

Answer 36

data/information

Question 37

( ) the combination of technologies, procedures, and people who collect and distribute the information needed to make decisions and coordinate and control company-wide activities.

Answer 37

information systems (IS)

Question 38

The IS is operated by a senior management team that includes a ( ) who oversees information and telecommunications systems.

Answer 38

chief information officer (CIO)

Question 39

A ( ) reports to the CIO and oversees IT planning and implementation.

Answer 39

chief technology officer

Question 40

( ) need information for planning, setting objectives, and making major strategic decisions. ( ) need information that helps them allocate resources and oversee the activities under their control. ( ) require information that helps them supervise employees, oversee daily operations, and coordinate activities.

Answer 40

top managers/middle managers/first-line managers

Question 41

Caesars relies on an ( ) that allows real-time communication among all its properties.

Answer 41

integrated IT system

Question 42

Many large and mid-size companies rely on a highly integrated system called an ( ) to channel information to multiple users.

Answer 42

enterprise resource planning (ERP) system

Question 43

An ERP system integrates the computer needs of all business activities ( ) into a single computer system that serves all users.

Answer 43

across the enterprise

Question 44

A ( ) is a centralized database in which data from several databases are consolidated and organized so that they can be easily analyzed.

Answer 44

data warehouse

Question 45

( ) are generally used by managers at lower levels of the organization—those who run day-to-day business operations and make fairly routine decisions.

Answer 45

Operations support systems

Question 46

( ) refers to the application of technology to monitor and control physical processes.

Answer 46

Process control

Question 47

Mid- and upper-level managers may use one of four types of ( ) to assist in decision-making activities: management information systems, decision support systems, executive information systems, and expert systems.

Answer 47

management support system

Question 48

A ( ) is an interactive system that collects, displays, and integrates data from multiple sources to help managers make nonroutine decisions.

Answer 48

decision support system

Question 49

( ) are programs that mimic the judgment of experts by following sets of rules that experts would follow.

Answer 49

expert systems

Question 50

An IS, or information system, can be divided into two categories:

Answer 50

1. Those that meet the needs of low-level managers | 2. Those that meet the needs of middle- and upper-level managers

Question 51

( ) performs particular tasks, including word processing, creating and managing spreadsheets, designing graphical presentations, and producing high-quality printed documents (desktop publishing).

Answer 51

applications software

Question 52

A ( ) links computers that are in close proximity—in the same building or office complex.

Answer 52

local area network (LAN)

Question 53

A ( ) covers a relatively large geographical area and connects computers by telephone lines, wireless technology, or satellite.

Answer 53

wide area network (WAN)

Question 54

( ) include a number of client machines (the ones used by employees for data input and retrieval) and a server (which stores the database and the programs used to process the data).

Answer 54

client-server systems

Question 55

( ) transmit digital data (numeric data, text, graphics, photos, video, and voice) from one computer to another using a variety of wired and wireless communication channels.

Answer 55

data communication networks

Question 56

The ( ) is an immense global network comprising smaller interconnected networks linking millions of computers around the world.

Answer 56

Internet

Question 57

Companies that link into the Internet infrastructure to connect paying subscribers.

Answer 57

Internet service providers

Question 58

The ( ) is a subsystem of computers that can be accessed on the Internet using a special protocol, or language, known as ( ).

Answer 58

World Wide Web/hypertext transfer protocol (HTTP)

Question 59

( ) are software (such as Internet Explorer) that locates and displays Web pages.

Answer 59

browsers

Question 60

Documents on the Web are called ( ), and they're stored on ( ).

Answer 60

web pages/websites

Question 61

Each Web page is accessed through a unique address called a ( ).

Answer 61

uniform resource locator (URL)

Question 62

A computer that retrieves Web pages is called a ( ).

Answer 62

webserver

Question 63

A ( ) is a software program that scans Web pages containing specified keywords and provides a list of documents containing them.

Answer 63

search engine

Question 64

Private network using Internet technologies that are available only to employees.

Answer 64

intranet

Question 65

An ( ) is an intranet that’s partially available to certain parties outside the organization.

Answer 65

extranet

Question 66

Why do businesses use the Internet? List four reasons.

Answer 66

1. Presenting information 2. Selling products 3. Distributing digital products 4. Acquiring goods and services

Question 67

Many companies now use a technology called ( ) to process transactions and transmit purchasing documents directly from one IS to another.

Answer 67

electronic data interchange

Question 68

A company without a significant physical presence that relies on third parties to produce, warehouse, price, and deliver the products it sells over the Internet.

Answer 68

virtual company

Question 69

Businesses that operate in e-commerce presents its own challenges, which are:

Answer 69

1. malicious programs (can wreak havoc to computer systems) 2. Unauthorized parties gaining access to restricted company websites (stealing funds or goods) 3. Firewalls

Question 70

A ( ), for example, prevents a Web server from servicing authorized users; the culprit demands a ransom to stop the attack.

Answer 70

denial-of-service attack

Question 71

Companies that use the Internet to create and sell intellectual property (such as songs, movies, and software) face the problem of ( ).

Answer 71

piracy

Question 72

One effective method for protecting computer-stored information is ( )—the process of encoding data so that only individuals (or computers) armed with a secret code (or key) can decode it.

Answer 72

encryption

Question 73

A commonly used encryption scheme is a ( ), which directs the user’s browser to ask a site to authenticate itself.

Answer 73

secure sockets layer (SSL)