Soal Jawab Csca [PDF]

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Soal Jawaban Chapter 1: Introduction to e-business and e-commerce E-commerce is often seen as simply buying and selling using the internet but do the following perspectives also apply to ecommerce? An online perspective A communications perspective A business process perspective A service perspective All of the above Question 2. E-business is a term used to describe: An organization using electronic media to sell direct to its customers The use of electronic communications for all business processes An organization using electronic media to purchase from to its suppliers Any electronically mediated communication between an organization and its stakeholders None of the above Question 3. When you look at e-commerce and e-business, which is the most realistic relationship between these two concepts? E-commerce is a subset of e-business E-commerce has some overlap with e-business E-business is a subset of e-commerce E-commerce is broadly equivalent to e-business None of the above Question 4. Buy-side e-commerce is different from sell-side e-commerce in that it involves: An organization using electronic media to purchase from to its suppliers An organization using electronic media to sell direct to its customers The use of electronic communications for all business processes Any electronically mediated communication between an organization and its stakeholders None of the above Question 5. Different types of sell-side e-commerce exist and there are main types of online presence. Which of the following would be suited to sell-side e-commerce? All of the below Transactional e-commerce sites Services-orientated relationship building websites Portal, publisher or media sites Brand-building sites Question 6. Social network sites such as Facebook and Twitter have become increasingly popular for sell-side e-commerce and would normally be considered to be in which category? Transactional e-commerce sites Brand-building sites Portal, publisher or media sites Services-orientated relationship-building websites Question 7. Digital marketing (also known as e-marketing or Internet marketing) is closely related to e-commerce. It is a term increasingly used by specialist e-marketing agencies to: Measure website hits Promote their websites Recruit specialist staff None of the above Question 8. Various digital media channels can be used to reach audiences when planning, for example, online marketing campaigns. Search engine marketing places messages on a search engine to encourage clickthrough to a website when the user types a specific keyword phrase. A key marketing technique involves paid placements or sponsored links using PPC. What does PPC stand for? Pay per consumer Personal protocol choice Pay per click Public promotion click Question 9. Social media marketing has emerged as an important category of digital marketing. Which of the following best describes this? Monitoring and facilitating customer-customer interaction and participation throughout the web to encourage engagement with a company and its brands Using online ads such as banners to achieve brand awareness and encourage clickthrough Creating and managing long-term arrangements to promote online services on third party websites None of the above Question 10. Which term is taken to explain a collection of web services that facilitate interaction of web users with sites to create usergenerated content and encourage behaviours such as community or social network participation? Multi-channel marketing Web 2.0 concept Customer-centric marketing Multi-channel marketing strategy Question 11. Supply chain management refers to the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers. E-commerce transactions between a company and its stakeholders, be their consumers or businesses are often referred to as: C2C, C2B B2C, B2B B2B, C2B B2C, C2C Question 12. E-government is becoming more accepted as an important feature within government in many countries. What does it provide? All of the below



The ability to gather taxes more efficiently Facilities for dissemination of information and online services at local and national levels The facility to securely communicate between governments and government departments Question 13. Evans and Wurster produced an influential paper in 1997 and argued that there are characteristics of information which can contribute to a major impact on a marketplace. One of these is Reach and is a key characteristic achieved by e-business which refers to: The depth of information about content or products available The potential effectiveness of links with partners How different numbers of customers can interact with categories of information or products None of the above Question 14. Another of Evans and Wurster's suggestions included what they referred to as Richness and is another key characteristic achieved by e-business which refers to: The economic benefits from shifting from traditional marketing tools such as brochures, catalogues, advertising boards The depth of information about content or products available The different number of customers can interact with: categories of information or products None of the above Question 15. While there are obvious e-business advantages and opportunities, there are also risks and barriers. These include: Contravention of customer privacy Spikes causing websites to fail at peak times Internet hackers penetrating company security All of the above Which is the most realistic relationship between e-commerce and e-business? E-business is a subset of e-commerce E-commerce has no overlap with e-business E-commerce is a subset of e-business E-commerce is a different name for e-business None of the above Question 2. Which is the best description of sell-side e-commerce? The use of electronic communications for all business processes Any electronically mediated communication between an organisation and customers An organisation using electronic media to purchase from to its suppliers E-commerce transactions between a supplier organisation and its customers All of the above Question 3. E-business actually stands for: An organisation using electronic media to sell direct to its customers Electronic business Any electronically mediated communication between an organisation and its stakeholders An organisation using electronic media to purchase from to its suppliers None of the above Question 4. Which would be the best description of e-commerce? An organisation using electronic media to sell direct to its customers The use of electronic communications for all business processes Any electronically mediated information exchanges between an organisation and its external stakeholders An organisation using electronic media to purchase from to its suppliers All of the above are fair descriptions Question 5. Buy-side e-commerce refers to: The use of electronic communications for all business processes Any electronically mediated communication between an organisation and its stakeholders E-commerce transactions between a purchasing organisation, its suppliers and also partners An organisation using electronic media to sell direct to its customers None of the above Question 6. Which of the following is a cost efficiency driver for e-business? Increasing speed with which supplies can be obtained Reduced sales and marketing costs Reduced operating costs Increasing speed with which goods can be despatched All of the above are correct Question 7. Which of the following is a competitiveness driver for e-business? Obtain supplies more rapidly Reduced sales costs Reduced service costs Avoiding losing market share to businesses already using e-commerce Question 8. An example of a communications benefit from creating an e-commerce website is: The ability to reach overseas markets without a sales presence Lower paper costs needed for marketing and fewer staff needed in contact centre Tracking of number of customers using different parts of site Slower response to customer enquiries None of the above is correct Question 9. An example of a capability benefit from creating an e-commerce website is: Lower paper costs needed for marketing and fewer staff needed in contact centre Tracking of number of customers using different parts of site More rapid response to customer enquiries The ability to reach overseas markets without a sales presence None of the above Question 10.



An example of a cost-savings benefit from creating an e-commerce website is: More rapid response to customer enquiries Lower paper costs needed for marketing and fewer staff needed in contact centre Tracking of number of customers using different parts of site The ability to reach overseas markets without a sales presence All of the above Question 11. To determine demand for Internet services in a market, companies should survey: Percentage who have access to the Internet Percentage purchase online Number in market Percentage use the Internet to inform their buying decision All of the above Question 12. A collection of web services which facilitate certain behaviours online such as community participation and user generated content, rating and tagging is commonly known as: Web 2.0 concept Facebook Customer journey World wide web Question 13. Reach is a key characteristic achieved by e-business which refers to: The depth of information about content or products available The effectiveness of links with partners The potential number of customers a business can interact with None of the above Question 14. Richness is a key characteristic achieved by e-business which refers to: The effectiveness of links with partners The depth of information about content, products, prices and availability Different number of customers can interact with categories of information or products None of the above Question 15. Facebook belongs in which category of website? Social network Media or publisher site Brand-building website Transactional website Question 16. The Amazon site belongs in which category of website? Relationship-building website Transactional website Media or publisher site Brand-building website All of the above Chapter 2: E-commerce fundamentals A key feature of electronic communications and digital technology is that they increase dynamism within the marketplace so that it does not remain static. According to Hitwise in 2010, what were the most popular sites? Search engines Online gambling Social network Retail outlets Question 2. Organisations that monitor and respond to changes in their online marketplace have the greatest opportunity to use digital technologies to compete effectively. The process of continuously monitoring the environment and events and responding appropriately is known as: Internet usage auditing Situation analysis Environmental scanning and analysis None of the above Question 3. The capacity to respond to environmental threats and opportunities is commonly known as: Disruptive technology Online marketplace analysis Strategic agility SWOT analysis Question 4. Analysis of the online marketplace is integral to developing a long-term e-business strategy or creating a shorter term digital marketing campaign. To help understand links between online businesses and traffic flows, this analysis can examine main elements in what is known as: A customer segment flow chart A clickthrough analysis A generic and product specific search procedure An online marketplace map Question 5. The main elements of an online marketplace or 'marketspace' map are: Intermediaries and media sites Customer segments Search intermediaries Destination sites All of the above Question 6. The electronic marketplace channel structures describe the ways that products and services are delivered to customers by manufacturers or selling organisations. Which one of the following terms refers to 'cutting out the middleman'? Countermediation



Disintermediation Countermediation None of the above Question 7. Online purchasers would generally use a combination of channels before completing their transaction rather than use the Internet in isolation. What would you call a strategy that considers how different marketing channels should integrate and support each other in terms of their development and communications based on their relative merits for the customer and the company? Marketplace channel mapping The customer journey A multi-channel marketing strategy Multi-channel customer journey Question 8. Identifying different types of online intermediaries as potential partners to promote an e-business is a key part of marketplace analysis but what would be an example of an infomediary? All of the below E-mail list brokers Online audience panels (e.g. Hitwise) Advertising networks (e.g. Doubleclick) Question 9. Intermediaries vary in scope and the services they provide and many different types have evolved and terms to describe them. Marketeers would need to understand these terms and an easy question to start with. Which of the following are search engines? Ask Baidu Naver Google They all are Question 10. While search engines index registered sites which users search by inputting key words, which type of intermediary updates its content typically through text but can include video or audio delivered through RSS feeds? Blog Publisher site Directory Access portal Question 11. A summary of how a company will generate a profit identifying its core product, target customers, position in the online marketplace, and projections for revenue and costs is known as: Value proposition Online business model Revenue model and cost base Value chain and marketplace positioning Question 12. For a publisher, many options exist for generating income online based around advertising and fees for usage of the online service. Which of the following describes the cost to the advertiser or the revenue received by the publisher for each outcome such as a lead or sale generated after a click to a third-party site? Cost per acquisition - CPA Digital rights management Cost per click - CPC Cost per thousand - CPM Question 13. The success of eBay has highlighted the success of auction business models for the Internet. Klein in 1997 identified which different roles for auctions? Distribution and coordination mechanisms Price discovery Efficient allocation mechanisms All of the above Question 14. When does a 'bricks and mortar' enterprise become known as clicks and mortar'? None of the below When a business has principally an online presence When a business combines an online and offline presence A traditional business with limited online presence Question 15. There are different auction business models and one that can be seen in business-to-business is a reverse auction is. Which of the following is more applicable? It is intended to reduce the price by increasing competition between suppliers Is always run through a B2B marketplace It is the same as a seller auction None of the above Revenue models describe methods of generating income for an organisation. A revenue model which involves payment for third party promotions on a media site is a: Affiliate model Subscription model Retail model Advertising model Question 2. Different revenue models exist and a revenue model which involves margin on products sold on its own site is known as: Retail model Advertising model Affiliate model



Subscription model Question 3. An online marketplace map contains main elements such as: All of the below Intermediaries and media sites Destination sites Customer segments Search intermediaries Question 4. Within intermediary and media sites, what are aggregators also known as? Affiliates News portals Search engines Price comparison sites Question 5. A statement of the benefits of e-commerce that, ideally should not be available in competitor or offline offerings, is known as: Online value proposition Unique visitors Profit and loss accounting None of the above Question 6. There are many constraints such as technological, ethical, legal, and cultural associated with an e-commerce macro-environment. Which of the following is a technology constraint from the e-commerce macro-environment? Propensity for consumers to purchase online Opt-in to e-mail required to avoid SPAM Taxation at source of purchase Likelihood of fraudulent transactions None of the above Question 7. Which of the following is an ethical constraint from the e-commerce macro-environment? Propensity for consumers to purchase online Likelihood of fraudulent transactions Opt-in to e-mail required to avoid SPAM Taxation at source of purchase None of the above Question 8. Which of the following is a legal constraint from the e-commerce macro-environment? Likelihood of fraudulent transactions Opt-in to e-mail required to avoid SPAM Propensity for consumers to purchase online Taxation at source of purchase None of the above Question 9. Which of the following is a cultural constraint from the e-commerce macro-environment? Propensity for consumers to purchase online Opt-in to e-mail required to avoid SPAM Likelihood of fraudulent transactions Taxation at source of purchase None of the above Question 10. An intermediary is commonly used to refer to an organisation or e-commerce site that brings buyers and sellers together, What does disintermediation describe? The introduction of new manufacturers within the channel structure The creation of new intermediaries within the channel structure The removal of intermediaries from the channel structure None of the above Question 11. What does reintermediation describe? The introduction of new manufacturers within the channel structure The creation of new intermediaries between customers and suppliers The removal of intermediaries from the channel structure Both the second and third answer above None of the above Question 12. So what does countermediation describe? The removal of intermediaries from the channel structure The creation of a new intermediary by an established company The introduction of new intermediaries within the channel structure The introduction of new manufacturers within the channel structure None of the above Question 13. There are various auction business models, eBay being the most successful example of all. However, a B2B reverse auction? Intends to reduce the price by increasing competition from suppliers Is always run through a B2B marketplace The same as a seller auction None of the above Question 14. A free tool available to determine demand for Internet services in a market is: Google Traffic Estimator Google Keyword Tool Google Trends Google Insights for Search All of the above Question 15. Which is NOT one of the elements of a company's external micro-environment that needs to be assessed during situation analysis for e-marketing?



Competitor analysis Intermediary analysis Supplier analysis Demand analysis None of the above Question 16. Critical factors to model when considering the future success of a company include the churn rate. What does this refer to? The proportion of customers usually subscribers that no longer purchase a company's products in a given time period The cost of acquiring a customer through marketing The total number of customers The average annual revenues per year from customers Chapter 3: E-business infrastructure Defining an adequate technology infrastructure is vital as the infrastructure directly affects the quality of user experience. Which of the following could be accepted as a component of an e-business infrastructure? E-business transport or network layer E-business content and data layer E-business services applications layer All of the above Question 2. It is easy to take the Internet for granted as it seamlessly connects millions of computers worldwide but where do local Internet service providers come into the picture? They filter out erroneous data to avoid the Internet slowing down They form part of a country's infrastructure They provide home and business users with a connection to access the Internet They relay messages to speed up transmission Question 3. Just how big is the Internet? This could lead to questions such as how many users there are world- wide. At the end of March 2011, Internetworldstats (www.internetworldstats.com/stats.htm) estimated the percentage of the world's population to be Internet users: 22.20% 18.50% 19.90% 30.20% None of the above Question 4. Among other applications, intranets are used by companies for supporting sell-side e-commerce from within the marketing function. Which one of the following is not an advantage for a marketing intranet? Distribution of information through remote offices nationally and globally Reduced costs through higher productivity and savings on hard copy Better customer service that is more responsive and personalized Lengthened product life cycles Question 5. The term extranet may not be as well known though most of us would have experienced a consumer extranet when we have registered online to buy a product and have used a username and password. Which is NOT a business benefit of using an extranet? Greater order processing and product distribution Improved customer service Significant cost increases Information sharing in a secure environment Question 6. Management issues associated with managing intranets are similar to those for extranets. Which of the following are key questions to investigate when creating a new extranet? Is the quality of the information adequate and up to date Will the levels of usage be sufficient to justify investment Is it effective and efficacious All of the above Question 7. With headlines often commenting on breaches of Internet security, what is the term used for specialised software to prevent unauthorized access to company data from outsiders? Enterprise application integration - EAI Web analytics system Middleware Firewall Question 8. What are Microsoft Internet Explorer, Mozilla Firefox, Apple Safari, and Google Chrome examples of? Web browsers Web servers Web application servers All of the above Question 9. Many different Internet tools have been produced to exploit the interactivity and extensibility capabilities of the web. Which Internet tool can be described as having the ability to blend real-world digital data capture to create a browser-based digital representation or experience mimicking that of the real world? IPTV Augmented reality Podcasting Voice over Internet Protocol Question 10. For the Internet to be used successfully, networking standards needed to be set. Related to these are the management of IP addresses and domain name registrations which reserve a unique web address that can be used to refer to a company's website. The body that regulates domain names is: The World Wide Web Consortium ICANT ICANN The Internet Society



Question 11. While governments in many countries take certain views on internet access, there is a principle to provide equal access to different Internet services by telecommunications service providers. This is known as: Open-source principle Net neutrality principle Telecommunication information networking principle Internet governance Question 12. A main issue for businesses is managing their internet service provision and there is a real possibility of e-business failure if an acceptable download speed is not achieved. How quickly did content need to load before there was a detrimental effect on site experience as Akamai's research suggested? Two seconds Three seconds Four seconds Five seconds Question 13. Other problems can cause with poor internet service provision though this can be reduced through various actions such as: Reducing costs through selecting a shared server Not being constrained by signing a service level agreement Having a dedicated server All of the above Question 14. Web services or also known as 'software as a service' (SaaS) refers to a highly significant model for managing software and data within an e-business. This involves managing and performing business processes and activities through accessing web-based services. What would be a benefit of using SaaS? There is no discernible difference in data security Third party provision can be relied upon with new technological advances Performance would be no different than when using a local database As the service can be acquired on demand, costs can be reduced Question 15. Many smaller businesses and start-ups do not buy in new networking and data storage hardware or software to manage their data. The facilities are hosted externally but can be accessed from any location. This facility has become known as? Application service provision Utility computing Cloud computing On-demand hosting The architecture of hardware, software, content and data is known as: E-commerce infrastructure E-business web structure E-business infrastructure None of the above Question 2. The level of e-business infrastructure which refers to information processed and displayed is: Application content Processing Infrastructure Storage/physical Question 3. The level of e-business infrastructure which refers to computation and logic is: Storage/physical Infrastructure Application content Processing Question 4. A service provider that manages the server used to host an organisation website and its connections to the Internet backbones is known as: Internet service provider Hosting provider Client server All of the above Question 5. The website for a company is hosted on a: Web infrastructure Web page Web client Web server Question 6. The website content of a company is accessed by an end-user through using: Web server Web client/server Web e-mail Web browser Question 7. A provider enabling home or business users access and web hosting services for the Internet is referred to as: Online solutions providers Internet solutions providers Internet service providers Application service providers Question 8. The likelihood of a poor response from a website can be reduced through: Signing a service level agreement Selecting high bandwidth connection Selecting a dedicated server Both the second and third answer above



Question 9. The most common way of publishing information on the Internet accessed through web browsers may surprise some but it is known as: Web application servers Web application frameworks World Wide Web Usenet Newsgroups Question 10. A private network within a company can be used to provide shared content for staff is known as: Open source Internet Intranet Extranet Question 11. Which of the following could be seen as business benefits of an extranet? Improved levels of customer service Information sharing in secure environment Cost reduction All of the above None of the above Question 12. An API, which is a method of integrating different software or programs and used by companies such as Google and Facebook, stands for: Applied Portable Interface Application Programming Interface Appliance Programming Interface All of the above Question 13. Skype offers free calls or video-conferencing between internet connected computers and is an example of: Instant Messaging (IM) Voice Over IP iPTV Really Simple Syndication Question 14. Which of the following is an example of an embedded application? Facebook Apps Google Apps Skype Twitter or RSS Question 15. XML, which is used for exchanging data between different systems, stands for: X-programming markup language Extensible machine language Extensible markup language Extensible microformat language



Chapter 4: E-environment While businesses should micro-manage their online marketplace, macro-environmental factors also exist and impact upon an organisation. These include technological and competitive factors and others mentioned below. However, which one is more suited to a micro-environment? Economic Legal and ethical Social Customers Political Question 2. Different aspects of the macro-environment can change quite rapidly such as social factors and for example, pop culture. Other factors may take place over longer time-scales such as governmental and legal changes. To maintain competitiveness, monitoring needs to take place and this is normally known as: Behavioural targeting Environmental analysis Environmental scanning Economic monitoring Question 3. To be effective, environmental scanning needs to be carried out: When competitors have reacted Only when work demands allow otherwise the flow of business could be disrupted On a continuous basis All of the above Question 4. There are significant factors that managers should appreciate in the adoption of any e-commerce service. Which of the following refers to the perception that your personal details may not be secure when connected to the Internet? Fear of the unknown No perceived benefit Ease of use Security Question 5. Users' motivation for using online services has been investigated in different ways including the use of psychometric tests; the Web Motivation Inventory devised by Rodgers and others in 2007 being one. They identified four motives which had cross culture acceptance but which one of the following is FALSE? Shopping Research - information acquisition Communication - socialisation purposes Surfing for entertainment's sake Openness to experience Question Increasing6.numbers of consumers are purchasing online (as you may very well have obtained this book) and research in 2008 indicated the sources of consumers' perception of trust of external sources. Which of the following garnered the greatest amount of trust? Newspapers/magazines



Personal recommendations Price comparison websites Search engines Question There has7.been much concern regarding privacy and trust in e-commerce and personal data with legislation and practices varying across countries. What has emerged is knowledge that malicious software can unknowingly be downloaded and compromise privacy by logging keystrokes and gaining passwords. What is this software known as? Spam Cookies Malware All of the above Question 8. There are environmental benefits to Internet usage. Which of the following is not an environmental benefit of e-commerce? None of the below Dematerialisation Lower inventory requirements Less vehicle-miles Question 9. Tailoring e-commerce services for individual countries or regions is known as: Nationalisation Globalisation Localisation Regionalisation Question 10. Recognising the need for localization, a survey published in 2008 found that 88% of multinational company managers stated localization to be a key issue with 76% also saying that it is important specifically for international customer satisfaction. What did the survey also discover regarding budget allocations towards localization? Half of the respondents spend a maximum of 5% of their budgets on localization Most of the respondents spend at least 15% of their budgets on localization Over half of the respondents spend a maximum of 10% of their budgets on localization All of the respondents spend at least 15% of their budgets on localization Question 11. Larger organisations have the financial resources to compete in the global marketplace but what about the implications of ecommerce for international business-to-business (B2B) for small and medium sized enterprises? Research in 2002 found that: SMEs are using more Internet tools than larger organisations High priority was give to technology and e-commerce The majority of SMEs have been relatively quick in adopting the Internet None of the above applied in 2002 Question 12. Crucial business decisions can make or break a company but sometimes the situation can be retrieved and decisions reversed. Who was it that said "I think there is a world market for maybe five computers"? Chairman of Warner Brothers Chairman of IBM Chairman of Western Union No-one would have made such a comment Question 13. It is difficult to assess which new technological innovation can be used to give a competitive advantage to an e-business. Although being an early model, Rogers produced a representation of those trialing new products and referred to those companies that invest in new technologies and techniques as: Laggards Early adopters Innovators Early majority Question 14. An alternative graphical representation of the diffusion of innovation was produced by Gartner in 2010 for assessing the maturity, adoption and business applications of specific technologies. This was termed the 'hype cycle' but which is the correct order of stages? Slope of enlightenment, Technology trigger, Peak of inflated expectations, Trough of disillusionment, Plateau of productivity Trough of disillusionment, Technology trigger, Peak of inflated expectations, Slope of enlightenment, Plateau of productivity Technology trigger, Peak of inflated expectations, Trough of disillusionment, Plateau of productivity, Slope of enlightenment, Technology trigger, Peak of inflated expectations, Trough of disillusionment, Slope of enlightenment, Plateau of productivity Peak of inflated expectations, Technology trigger, Trough of disillusionment, Slope of enlightenment, Plateau of productivity Question 15. Contrasting approaches to identifying emerging technology also exist. One in particular involves utilizing a network of customers or other partners to gain insights for new products or process innovations. This approach is known as? Focus groups Technology hunting Crowdsourcing Technology mining The macro-environment has a number of influencing factors that produce the term often abbreviated to SLEPT. Which of the factors below has no place in this acronym: Political factors Legal and ethical factors Tertiary factors Economic factors Social factors Question 2. Evaluating developments in hardware and software in the macro-environment is related to this SLEPT factor: Political; economic Technological Legal and ethical Social Question 3. The process of continuously monitoring the environment and events and responding accordingly is known as environmental scanning. When is it typically performed? At the strategy definition stage of strategy development At the monthly analysis stage of strategy development Continuously All the above are correct



None of the above is correct Question 4. There are important factors governing e-commerce service adoption. One that would be significant in a country and is related to cost would be: Perceptions and technologies that govern security Entry cost and cost of broadband Ease of use Benefits of the Internet compared to other channels Question 5. An important factor influencing the level of adoption to the Internet in a country related to security is: Benefits of the Internet compared to other channels No perceived benefit Lack of skills Perceptions and technologies that govern security Question 6. Personal data is a key term related to privacy. Which of the following is the best definition of this term? The process whereby companies register with the data protection register to inform about their data holdings Any information about an individual stored by companies concerning their customers or employees The legal term to refer to the individual whose data is held Each company must have a defined person responsible for data protection Question 7. Data subject is a key term related to privacy. Which of the following is the best definition of this term? The process whereby companies register with the data protection register to inform about their data holdings The legal term to refer to the individual whose data is held Any information about an individual stored by companies concerning their customers or employees Each company must have a defined person responsible for data protection Question 8. The main information types used by the Internet marketer which are governed by ethics and legislation include: Contact information Profile information Behavioural information (on a single site) Platform usage information All of the above Question 9. Spam refers to unsolicited e-mail but what is data about individuals that have been sold or rented by a third party commonly known as? House list Cold list E-mail guest list None of the above is correct Question 10. Online word-of-mouth marketing is referred to as: Search engine marketing. E-mail marketing Permission marketing Viral marketing Question 11. A cookie is a data file stored on an end-user's computer to enable websites to identify them. Which are the most valuable for marketers as they identify repeat visits to sites and stay on a user's computer? Session cookies First-party cookies Third-part cookies Persistent cookies Question 12. Economic health and competitive environments in different countries will determine their e-commerce potential. Globalisation refers to: A political shift Tailoring of website information for individual countries or regions A shift towards international trading in a single market None of the above is correct Question 13. What is localization? The development of common Internet culture. language, and norms A shift towards international trading in a single market Tailoring of website information for individual countries or regions None of the above Question 14. A company that consistently invests in new technology before widespread market adoption is known as: In the late majority An early adopter A laggard In the early majority Question 15. A simple analytical tool for assessing the stage customers have reached in the adoption of a technology, or any product is: S curve Diffusion-adoption curve Technology adoption Z curve Bell curve Question 16. An alternative graphic representation of the maturity, adoption, and business application of specific technologies is known as: Peak of productivity Hype cycle Technology trigger Slope of enlightenment



Chapter 5:strategy E-business A business is taken to define the future direction and actions of an organisation or part of an organisation. What would the definition of the approach by which applications of internal and external electronic communications can support and influence corporate strategy be referred to as?



None of the below E-business strategy E-mission statement Corporate strategy Question 2. What could be an implication for an organisation if an e-business strategy is not clearly defined? Greater opportunities from evaluation of opportunities Effective integration of e-business at a technical level Clear direction of e-business strategy None of the above are applicable Question 3. Before developing any type of strategy, a management team needs to agree the process they will follow for generating and then implementing the strategy. A framework that gives a logical sequence to follow to ensure inclusion of all key activities of an ebusiness strategic development is generally as: Multi-channel e-businessknown strategy A strategy process model An E-channel strategy E- business stratification process Question 4.resource analysis, this is primarily concerned with examining e-business capability and includes examining the degree Regarding to which a company has the appropriate technological and applications infrastructure in place. What more is required so that these resources can Strategic work together to provide efficient business processes? situation scanning and monitoring Application portfolio analysis Human and financial resources Organisational analysis at micro level Question 5. SWOT analysis can be used in many different areas of business and can help organisations analyse their internal resources in terms of strengths and weaknesses then match them against the external environment in terms of opportunities and threats. However, it may bePromote of greatest value when it is used to: strengths and reduce weaknesses Formulate future strategies in addition to analysing the current situation Minimise threats and maximize opportunities None of the above - it is too vague to be of any real use External factors need to be assessed as an integral part of strategic analysis and this could examine many areas including Question 6. competitor (as against competitive) threats. A competitor analysis can be conducted which involves a review of e-business services offered by existing and new competitors and the adoption of these by their customers. Resource-advantage mapping is To assess value provided relative to competitors one suggestion but why wouldcustomer this be useful? So that internal resource strengths can be assessed against external threats To identify where competitors are weak and exploit this Actually, all of the above have a part to play Question a7.specific company vision for e-business helps to contextualise e-business in relation to a company's strategic initiatives Defining and its marketplace. In 2008, Jelassi and Enders suggested that an e-business mission statement should include three of the following points butCost which one is FALSE? Unique competencies Values Business scope Question 8. organizational value created by e-business is due to more effective use of information. An analytical tool developed Much of the by Marchand and others can be used to illustrate different ways in which information can create value for organisations. There are four methods orManage axes used to analyse information but which does not fit in with Marchand's model? risks Create new reality Adding value Accept costs None of the above Question 9. Effective strategies link objectives and performance together, while prioritising objectives can facilitate and communicate an ebusiness vision. As such, e-business objectives should be SMART but within this acronym, what does R stand for? Representative Reliable Responsible Relevant None of the above Question 10. As the definition of strategy is driven by the objectives and vision or mission, these will need reviewed and significant key ebusiness decisions taken. One decision will include examining market strategy, specifically a target marketing strategy of customers. Which ofNone the following would represent the evaluation and selection of customer segments? of the below Market share growth Customers who are brand loyal Customer loyalty improvement Customer value improvement Question 11. Once segments have been identified, organisations need to define how best to position their online services relative to competitors according to four main variables: product quality, service quality, and fulfillment time. Which variable is missing? After sales service Brand perception Price Customer value Another aspect of Internet strategy formulation closely related to product development is the review of opportunities from new Question 12. business and revenue models. Constantly reviewing innovation in services to improve the quality of experience offered is also important to e-businesses. So while there is a view that 'only the paranoid will survive', which of the following options should managers avoid? Do-nothing option Wait-and-see option Fast-follower option None of the above Question 13. Much can be learned from e-business failures as well as successes and Miller's (2003) analysis of Internet company failures pointed the major overall mistake was to: Massively overestimate the speed at which the marketplace would adopt dot com innovations Offering free services Over-ambition Corporate greed Question 14. An assessment of MSE success factors was produced by Jeffcoate and others in 2002 and they suggested critical success factors applicable to larger organisations. Which of the following could be usefully applied? Content, convenience, control, community, and commitment Brand, price sensitivity, partnerships, and process improvement Interaction and integration All of the above are applicable Question 15.



When considering the alignment and impact of e-business strategies, an essential element is to consider how the information system strategy supports change. It has been observed in a study of major leading corporations that they distinguished between information and technology the contributions both made. Essentially, competitive advantage came from how information is: All of theand below Stored Analysed Applied None of the above The approach by which applications of internal and external electronic communications can support and influence strategy is a definition of: E-business strategy E-business responsibility Corporate Strategy E-channel strategy Question 2. When considering strategy, the matching of internal resources against external demands forms part of: Strategic objectives Strategic analysis Strategic definition Strategic implementation None of the above Question 3. Which of the following is NOT regarded as an implication of a weak e-business strategy? Greater opportunities Resource wastage Inappropriate direction of e-business strategy Limited integration Question 4. Before developing any type of strategy for e-business, a management team needs to agree the process they will follow for generating and implementing the strategy. Which of the following represents a structure that provides a logical framework to follow? All of the below Sequential marketing strategy model E-business strategy framework Parallel corporate strategy model Question 5. Within a strategy process model, strategic option, evaluation, plus selection forms part of: Strategic definition Strategic objectives Strategic implementation Strategic analysis Question 6. Stage models indicate how advanced a company is in its use of ICT. For an existing organization, typical stages of e-commerce development are in which sequence? Transactions, image and product information, information collection, customer support and service, internal support and service Image and product information, information collection, customer support and service, internal support and service, transactions Internal support and service, information collection, image and product information, customer support and service, transactions Image and product information, customer support and service, transactions, information collection, internal support and service Question 7. A SWOT analysis is a simple but effective technique to help organisations analyse their internal resources in terms of strengths and weaknesses to identify opportunities and: Time line Total income Threats Technological status Question 8. When assessing competitive threats, an example of the greatly increased bargaining power of customers online is: Wider product choice and more price transparency Competitors from overseas can enter market with lower entry costs Soft-lock-in created by use of e-business applications Commoditisation makes it less easy to differentiate products Question 9. An example of the threat of new e-commerce entrants from established or new companies online is: Commoditisation makes it less easy to differentiate products Soft-lock-in created by use of e-business applications Threat of new digital products Potential loss of partners Question 10. Interactions between competitors and marketplace intermediaries which can mutually improve the attractiveness of a marketplace is known as: Co-commerce Co-opetition Co-operation Consolidation Question 11. Effective strategies link objectives and performance together, while prioritising objectives can facilitate and communicate an ebusiness vision. As such, e-business objectives should be SMART but within this acronym, what does R stand for? Relevant Reliable Representative Responsible None of the above Question 12. Strategic decisions will need to be made including examining market growth strategies. Developing new digital products is an example of what type of strategy? Diversification strategy Market penetration strategy Product development strategy Market development strategy Question 13. Using the Internet to target new customer and new geographic segments is which type of growth strategy? Diversification strategy Product development strategy Market development strategy Market penetration strategy Question 14.



Poor strategic decisions have been the downfall of many well-known Internet companies. One view is that the biggest mistake failed companies made was to: Massively overestimate the speed at which the marketplace would adopt dot coms That new innovations would replace conventional shopping To offer free services A lack of creativity Question 15. Research results have indicated that there has been a poor correlation between organisational investment in information systems and organisational performance measured by return on equity. This has been known as: The productivity paradox Internet outage The information performance conundrum The productivity plateau None of the above



Supply management is essentially the optimisation of material flows and associated information flows involved with an Chapterchain 6: Supply chain management organisation's operations. To manage these flows, e-business applications are essential to bring such benefits as noted in 'Internet retailing' in 2010 which reported that the average rates of return to a high street retailer could be as high as 10%. What did the same source report as the22% average rate of return for UK e-commerce sites? 18% 15% 12% Question 2. (SC) management involves the coordination of all supply activities of an organisation from its suppliers to the Supply chain delivery of products to its customers. There are various features associated with this area of e-commerce and which refers to what is known as efficientCreating consumer response (ECR): and satisfying customer demand by optimizing strategies, promotions and product introductions Transactions between an organisation and its customers and intermediaries The links between an organisation and all partners involved None of the above Question 3. An organisation's supply chain can be viewed from a system's perspective that starts with the acquisition of resources which are then transformed into products or services. Simply, put the sequence is represented: Inputs - process - outputs Inputs - outputs - process Process - inputs - outputs Sourcing - input - process - outputs Question 4. Logistics is an integral part of supply chain management. Which explanation best represents outbound logistics? The management of material resources entering an organisation from its suppliers and other partners The management of resources supplied from an organisation to its customers and intermediaries A supply chain that emphasises distribution of a product to passive customers An emphasis on using the supply chain to deliver value to customers who are actively involved in product and service specification Question The 'value5.chain' idea is a concept that has been well established for the past three decades and it refers to considering key activities that an organization can conduct to add value for the customer. It traditionally distinguished between primary activities and support activities. is this concept with the development of e-business? TheWhy concept still holds regarded and does as notoutdated need revision There is a clear distinction between primary and support activities Support activities have been subsumed under primary activities The support activities offer far more than just support Question 6. analysis provides an analytical framework for an organisation to examine individual activities and determine value A value chain added at each stage. The principles can also be applied to an organisation's external value stream analysis which considers how the whole production process can be made more efficient. The activities can be categorized into those: Alland of delivery the below Those that do not add value That create value as perceived by the customer Those required for product development or production systems Question 7. Improvements in the value chain can be implemented by following Kjellsdotter and Jonsson's iterative planning cycle. Which of the following does not form part of the cycle? Creating a preliminary delivery plan Creating a consensus forecast Creating a preliminary production plan Creating a quality control plan Question 8. What does the following definition refer to: an organisation which uses communications technology to allow it to operate without clearly define physical boundaries between different functions? E-organisation Base-free organisation Cloud organisation Virtual organisation Question 9. Using digital communication to improve supply chain efficiency is dependent on effective exchange and sharing of information. The challenges of achieving standardized data formats and data exchange have given rise to the study of the optimisation of the: Information asymmetry Information supply chain Vertical integration Virtual integration Question 10. The typical benefits of e-supply chain management gained by a B2B company are quite comprehensive. Which of the following is false though? Increased efficiency of individual processes Improved data integration between elements of the supply chain Increased costs through outsourcing Reduced complexity of the supply chain Question 11. What does a company's information system need to deliver to different parties who need to access the supply chain information of an organisation, whether they be employees, suppliers, logistics service providers or customers? Supply chain visibility Password and user name reminders Radio-frequency identification of products None of the above Question 12. What was the rationale behind introducing the Global Data Synchronisation Network in 2005? To speed up e-commerce interaction To allow trading partners to manage each other's supply chain To create standards for sharing information about products



To provide a common pricing structure taking currency fluctuations into account Question 13. To manage e-supply chains effectively, benefits need to be developed into a performance management framework. Sambasivan and colleagues (2009) produced such a framework, identifying categories of measures and provided examples of metrics for each. Which of the following fits this framework? Cost in supply chain - return on investment They are all accurate Supply chain finance and logistics cost - total, distribution, manufacturing, and inventory costs Production level metric - range of products and services, effectiveness of scheduling techniques, capacity utilisation Question 14. Key to re-structuring the supply chain is the need to examine the types of relationships between partners such as suppliers and distributors. Researchers have found that low cost is the main driver in managing supply partnerships and a restructuring will often require companies to: strong partnership relationships Develop Focus on core competencies Reduce their number of suppliers All of the above Question 15. As guidance to managing a global distribution, seven action points have been suggested. Do these include: Treat local distributors as short-term partners Do not waste money, time and energy initially Let distributors pick you They are all incorrect Question 1 The coordination of all supply activities of an organisation from its suppliers and partners to its customers is referred to as: Supply chain management Efficient customer response Supply and demand coordination Supply chain network Question 2. There are various strategies used to meet objectives of effective consumer response (ECR).What would be an appropriate strategy to achieve timely, accurate, paperless information flow? Revision of organisation processes supported by information systems Efficient replacement Efficient store assortments Integrate this activity into all supply chain planning Question 3. Again looking at ECR, an appropriate strategy to maximize efficiency of promotions is to: Efficient replacement Revision of organisation processes supported by information systems Efficient store assortments Integrate this activity into all supply chain planning Question 4. An appropriate strategy to achieve the objective of optimising the productivity of retail space and inventory is: Efficient store assortments Revision of organization processes supported by information systems Efficient replacement Integrate this activity into all supply chain planning Question 5. Transactions between an organisation and its suppliers and intermediaries, equivalent to buy-side e-commerce is known as: The upstream supply chain There is no difference to buy-side e-commerce The downstream supply chain Supply streaming Question 6. The downstream supply chain is similar to sell-side and e-commerce and involves: Mainly involved with the procurement of material from suppliers Being exclusively outside an organization The distribution of products or delivery of services to customers None of the above Question 7. In considering a simple model of a supply chain, the correct sequence of an organisation's supply chain from a systems perspective is: Acquisition of resources, transformation process, delivery to customers Transformation process, acquisition of resources, delivery to customers Transformation process, delivery to customers, acquisition of resources Delivery to customers, acquisition of resources, transformation process



Question 8. When a manufacturer develops an innovative product and then identifies a suitable target market and distribution channel. This is an example of: Value chain Value stream Push model of SCM Pull model of SCM Question 9. The value stream is closely related to a traditional value chain. The difference is that it considers different types of tasks that are involved with adding value, plus: How the efficiency of these tasks can be improved Provides a rationale for additional investment How each link in the chain can be assessed All of the above Question 10. When performance managing an electronic-supply chain management (e-SCM), measurement frameworks provide categories and examples of metrics. What would Return on Investment be a metric of? Supply chain partnership Delivery performance Cost in supply chain Profitability



Question 11. Again, with e-SCM performance management, what would be metrics of Costs in Supply Chain? Inventory cost Manufacturing cost Total cost Distribution cost All of the above Question 12. There are options for restructuring the supply chain. A characteristic of vertical integration is: Close relationships with suppliers Majority of manufacture is in-house Total reliance on linked third parties All of the above Question 13. A different restructuring of the supply chain to a virtual integration also has certain characteristics, such as: Total reliance on third parties Distant relationships with suppliers A move to outsourcing All of the above Question 14. The typical aim of the push to customer approach to supply chain management is: To improve costs of distribution Reduce wastage To enhance product and service quality. Optimise the production process for cost and efficiency None of the above Question 15. The typical aim of the pull from customer approach to supply chain management is: Promote information sharing between supply chain members Optimise the production process for cost and efficiency To improve costs of distribution Enhance product and service quality



Chapter 7: E-procurement The terms 'purchasing' and 'procurement' are often used synonymously but which of the following statements provides a more refined distinction? Purchasing has a broader meaning than procurement Procurement is broadly equivalent to purchasing Procurement has a broader meaning than purchasing None of the above Question 2. E-procurement is not new and there have been many attempts to automate the process of procurement for the potential buyer by using: Electronic procurement Radio frequency identification microchip Chip and pin technology Electronic procurement systems Question There are 3. benefits and practical considerations to take into account when introducing e-procurement. There are also different types or applications. Which one of these enables the purchasing company to buy goods and services that have the lowest price or combination of lowest price and other conditions through Internet technology? E-sourcing E-informing E-reverse auction E-tendering Question 4. A recent study in 2010 reviewed the business benefits of adopting e-procurement and concluded that there were five key drivers. Which one is FALSE though? Control - lower levels of compliance and need for budgetary control Cost - improved through buyer leverage Supplier management - reduced supplier numbers Process - reduced cycle time Question To assess 5. any new initiative, some evaluative process needs to take place. Riggins and Mitra recently created an evaluative framework that can be used for evaluating e-supply chain management as well as e-procurement. Some of the main dimensions are below but whichOutbound one would contain the benefit of vendor-managed inventory? Planning Development Inbound Production Question 6. Match these different types of procurement to the Efficiency value creation factors of the e-business e-value grid of Riggins and Mitra (2007). A matching question presents 5 answer choices and 5 items. The answer choices are lettered A through E. The items are numbered 6.1 through 6.5. Screen readers will read the answer choices first. Then each item will be presented along with a select menu for choosing an answer choice.Using the pull-down menus, match each item in the left column to the corresponding item in the right column. 6.1 Planning: B Implement Rich Media for Company Wide Interaction 6.2 Development: C Standardize Platform for Cross Functional Design 6.3 Inbound: A Support Electronic Transactions with Supply Partners 6.4 Production: D Integrate Internal Systems 6.5 Outbound: E Support Electronic Transactions with Customers Question 7.



In estimating e-procurement costs and savings, a simple equation is followed. To calculate cost savings from e-procurement the following calculation is used: Savings = No. of requisitions × (New cost - Original cost) True False Question 8. Adopting e-procurement does not come without risks or barriers. Some of these are specific to e-procurement while others are more general limitations to e-business adoption. Which of the following is not a specific e-procurement issue? Cost of implementation and managing change Positive negative perceptions from suppliers Creation of catalogues can be a long and costly process Positive negative perceptions from suppliers Question 9. There are different information systems which can be used to show the processing steps that takes place within a fulfillment cycle. Which sequence is most typical of the procurement process? Originator to buyer to approver to supplier Approver to originator to buyer to supplier Supplier to originator to approver to buyer Originator to approver to buyer to supplier None of the above Integrating company systems with supplier systems can prove to be very difficult, one reason being that that so many different Question 10. types of systems and models. Chapter 2 examined three such models - B2B e-commerce, buy-side and marketplace-based. One solution is where a purchasing company can access a dynamic real-time catalogue hosted by a supplier or intermediary Standardisedpricing interface containing detailed information, andcatalogue product images. What is this catalogue generally known as? B2B e-catalogue Consolidated catalogue Punchout catalogue Question 11. When assessing procurement model alternatives for buyers, what would be advantages to the buyer from an independent marketplace procurement model? Simplicity Often unified terms, conditions and order forms Potentially widest choice of suppliers, products and prices All of the above Question 12. Electronic B2B marketplaces can also be known as exchanges and hubs and they all refer to virtual locations with facilities to enable trading between buyers and sellers. Recent research by Johnson (2010) examined reasons for the limited adoption of emarketplaces. The most significant included: Difficulties to create a paradigm shift in e-business Benefits, risks and trust in partners Lack of faith in an integrated e-marketplace All of the other answers apply Question 13. Different types of marketplaces exist and are classified accordingly. Variations include whether the marketplace is direct between buyer and seller or whether some degree of aggregation occurs. What term is used to describe volume discounts can be achieved through aggregationB2B backexchanges through the supply chain from customers to suppliers? Reverse aggregation Forward aggregation Systematic sourcing Question 14. can differ in how they buy as well as what they buy. Differences can also occur in whether the marketplace is direct Marketplaces between buyer and seller. Some marketplaces also differ in the range of services they offer and go beyond procurement to offer a range of services that integrate the supply chain. Such marketplaces are known as: Metamediaries Software agents Spot sourcing Systematic sourcing Question 15. In future, some suggest that the task of searching for suppliers and products may be taken over by computer programmes which have defined rules or some degree of intelligence that replicates human neural functioning. These programmes are known as: HTML E-marketplace search engines Spider search engines Software intelligent agents None of the above The terms purchasing and procurement should not be seen as synonymous. As such, which of the following statements do you think has greatest validity? Procurement is broadly equivalent to purchasing Purchasing has a broader meaning than procurement Procurement has a broader meaning than purchasing None of the above Question 2. The electronic integration and management of all procurement activities including purchase request, authorization, ordering, delivery and payment between a purchaser and supplier is known as: E-procurement process E-procurement system E-procurement All of the above Question 3. The range of potential options for improving purchasing processes are indicated by benefits described by the Chartered Institute of Purchasing and Supply such as: Content management Multimedia Evaluation of end-to-end trading cycles All of the above None of the above Question 4. Generally, which sequence is most typical of the procurement process? Approver to originator to buyer to supplier Originator to buyer to approver to supplier Originator to approver to buyer to supplier Supplier to originator to approver to buyer None of the above Question 5. E-procurement aims to improve performance of what is known as the 'five rights of purchasing'. One aim of e-procurement is increasing savings by sourcing items: From the right source At the right price



Of the right quantity Of the right quality Question 6. Another aim of e-procurement is increased choice of supplier leading to sourcing items: Delivered at the right time At the right price Of the right quantity From the right source Question 7. A recent simple classification of different types or applications of e-procurement was produced by Smart. Which of the following is NOT one of these? E-transparency E-tendering E-informing E-sourcing Question 8. What is the term used to describe where supply chain partners manage the replenishment of parts or items for sale? They do this through the sharing of information on variations in demand and stock levels for goods used for manufacture or sale. E-procurement drivers E-business value and stock level grid Vendor-managed inventory Efficient customer response Question 9. There are barriers and risks involved in adopting e-procurement. Which of the following is NOT regarded as a risk or barrier? Competition issues Negotiated procurement benefits may be shared with other exchange users who may be competitors Creation and cost of catalogues Possible positive perception from suppliers Question 10. In future, some suggest that the task of searching for suppliers and products may be taken over by a programme which automatically gathers information from the Internet: Metamediaries Spider search engines Electronic B2B marketplaces Software intelligent agents Question 11. Of the following, which is an e-procurement benefit related to budgetary control? Reduced purchase cycle Rules to limit spending and improved reporting facilities Correcting errors is traditionally a major part of a buyer's workload Enabling them to concentrate on strategic purchasing issues Question 12. Which of the following describes the stock control system element of an e-procurement system? Re-ordering is automated when the number in stock falls below re-order thresholds Staff in the buying department to enter an order which can then be used by accounting staff to make payment when the invoice arrives Integrates the entry of the order by the originator, approval by manager and placement by buyer Possible to integrate all e-procurement functionality and may also include integration with suppliers' systems Question 13. Production related procurement refers to the purchasing of: Raw materials Office supplies Furniture Information systems Question 14. Negotiated contracts with regular suppliers typically in long-term relationships is an example of: Spot sourcing E-procurement Systematic sourcing MRO sourcing Question 15. Fulfillment of an immediate need, typically of a commoditised item for which it is less important to know the credibility of the supplier is an example of: E-procurement MRO sourcing Systematic sourcing Spot sourcing Question 16. For B2B transactions involved with e-procurement, the merchant site should facilitate: Partially complete orders Straight rebuys Modified rebuys Initial purchases All of the above Chapter 8: E-Marketing In addition to having an e-business strategy, an e-marketing strategy also needs to be developed and there are three main operational processes involved. Which one is FALSE? Customer conversion Customer acquisition Customer retention and growth Customer focus group development Question 2. There needs to be an aligning of business and e-marketing strategies. Which of the following would be feasible strategic objectives? Revenue generation Cost reduction and value chain efficiencies Channel partnership with distributors using extranets Communications and branding They are all applicable Question 3. It is often useful at the outset to have a clear definition to refer to so which of the following is best suited to defining emarketing? Achieving marketing objectives through the use of electronic communications technology



The management process responsible for identifying, anticipating and satisfying customer requirements profitably Coordinating of the organisational activities that impact on the customer to deliver customer requirements The management of the range of organisational activities that impact on the customer as part of marketing Question 4. What is required in addition to a broad e-business strategy to detail how the sell-side specific objectives of the e-business strategy will be delivered through marketing activities such as research and communications? The marketing concept E-marketing plan Marketing orientation Situation analysis Question 5. As an e-marketing plan is needed in addition to a broad e-business strategy. Generic frameworks exist which summarise the different stages that would be involved in a marketing strategy from development to implementation. Smith's (1999) framework has six elements butStrengths which one- does with thiscompared model? to competitors whatnot arecomply our strengths Action- what is our plan Control - did we get there Tactics - how exactly do we get there Objectives - where we want to be - where we are noware not directed towards an effective development and implementation of a Many problems canSituation occur if adequate resources Question 6.plan. Typical problems would include inadequate planning, underestimation of resources, insufficient customer data, marketing and so on. To protect an investment, distinct marketing plans with clear objectives and strategies should be produced which show how e-marketing supports the sales and marketing An e-marketing SWOT analysisprocess. A logical approach would include a situation analysis but what is this? Assessment of the demand for e-commerce services amongst existing and potential customer segments Gathering of qualitative and quantitative customer data An environmental analysis and review of internal processes and resources to inform strategy Question 7. Current and future projections of customer demands for e-commerce services are conducted through demand analysis. How can this be done, for example, with search engines? View web analytics reports from company sites Use search engine services which show volume of search terms typed in by search engine users By using search engines keyword tools All of the above can be employed Question 8. What would be the reasoning behind gaining not just quantitative data on customers but also gathering qualitative data also? To develop customer personas To develop customer scenarios To provide insights that can be used to inform strategy All of the above None of the above Question 9. Competitor analysis examines competitor use of e-commerce to acquire and retain customers. How often should this take place? At peak business times only Twice a year is adequate due to cost implications Once the adoption of e-commerce has been sanctioned and budgeted for Continuously Question 10. Target marketing strategy involves the evaluation and selection of appropriate target market segments and the development of appropriate offers. Which is the correct sequencing of activities for target marketing? Positioning - segmentation - target marketing -planning Segmentation - target marketing - positioning - planning Planning - segmentation - target marketing - positioning Target marketing - positioning - planning -segmentation Question 11.need to decide how to highlight their product benefits over those of competitors which gives rise to the term Companies 'differential advantage'. To position product or service and to emphasise the benefits, something similar to a 'unique selling point' needs developing. What is this called though? Online selling point Online value proposition Psychographic segmentation Behavioural targeting Question 12. an online value proposition needs exceptional, compelling content and experience for customers from the To be effective, website and other electronic media. A content strategy plans and manages this process. Which of the items below is out of place in a content strategy? Content media Content access platform Content engagement strategy Content synchronisation Question To deliver13. a compelling online proposition value, the view is that companies need to think like publishers and invest in providing fuller resourced, quality content. Pulizzi and Barrett (2010) recommended creating a content marketing roadmap which is unpinned by the BEST principles.Essential, What does BEST stand for? Behavioural, Strategic and Tested Behavioural, Essential, Standardised and Targeted Behavioural, Essential, Strategic and Targeted Believable, Essential, Strategic and Targeted Question There are 14. many differences between marketing communications in the traditional media (e.g. TV, print, radio) and new digital media (e.g. websites, interactive TV). As far as interactivity is concerned, traditional media works on a 'push' basis and the marketing message New is broadcast the customer but what about new digital media? digital to media encourages interactivity The consumer is more passive There is essentially no difference between traditional and new digital media None of the above correctly summarise the situation Question 15. Marketing tactics to implement strategies and objectives are traditionally based around the elements of the 'marketing mix'. This is a concept or framework that has been around for over 50 years so which of the following are taken from the original marketing mix? All of the below Promotion Product Place Price Achieving marketing objectives through the use of electronic communications technology is a general definition of: E-marketing plan The marketing concept E-marketing Marketing orientation Question 2.



E-marketing is best seen as: Equivalent to e-business A subset of e-business Broader than e-business Quite dissimilar to e-commerce Question 3. The e-marketing plan has: The same objectives as the corporate plan The same objectives as the e-business plan A plan to achieve the marketing objectives of the e-business strategy The same objectives as the marketing plan Question 4. There are three main operational processes involved in e-marketing. Which is the ODD one out? Customer satisfaction Customer retention and growth Customer conversion Customer acquisition They are all correct answers above Question 5. The aim of situation analysis is to understand the environment in which the company operates. A situation analysis which involves reviewing the online marketplace and internal situation is a: Stage model analysis Internet SWOT analysis Competitor analysis Demand analysis Question 6. The situation analysis which involves benchmarking site characteristics is known as a: Internet SWOT analysis SMART analysis Stage model analysis Demand analysis None of the above Question 7. The typical stages in development of an online presence for a retailer are: Transactions, image and product information, information collection, customer support Image and product information, Transactions, information collection, customer support Information collection, transactions, customer support, image and product information None of the above Question 8. Key to achieving success in meeting e-marketing and e-business strategy objectives is to assess current and projected use. This assessment can be referred to as: Demand analysis SLEPT Customer audit and take-up All of the above are applicable Question evaluating 9. Through the volume of phrases used to search for products in a given market, it is possible to calculate the total potential opportunity and the current share of search terms for a company. For example, Google provide web analytics reports and this produces a:Segmentation analysis Website stratification Internet search ratios Share of search report Question 10. While quantitative demand analysis is useful, additional rich and informative data can be developed from: Customer scenarios Customer personas Qualitative customer research All of the above are correct Question 11. Target marketing strategy involves the evaluation of appropriate segments and the development of appropriate offers. It is generally accepted that there are four stages involved. The identification customer needs within a target market is which stage of target marketing: Positioning Segmentation Target marketing Planning Question 12. Again, within target marketing, an evaluation of resources at the planning stage informs on: Restructuring Online marketing mix Automated online customer contact strategy All of the above None of the above Question 13. While similar to what is known as a unique selling point, an online value proposition should: Target market segment(s) that the proposition will appeal to Be a clear differentiator from online competitors Be communicated to site visitors and in all marketing communications Delivered and supported by resources All of the above Question 14. The importance of content strategy is challenging as so many elements need to be planned and managed. Which of the following would be subject to a comprehensive content strategy? Content syndication Content engagement value Content media All of the above None of the answers apply Question 15. Pulizzi and Barrett (2010) recommended a content marketing roadmap underpinned by BEST principles. These include Behavioural, Strategic and Targeted with the missing principle being: Expected Evidenced



Economic Essential



Chapter 9: Customer relationship management Building long-term relationships with customers is essential for any business. The application of technology to achieve CRM is a key element of e-business but what does CRM stand for? Customer retailing management Consumer relationship management Customer resource management Customer relationship management Question 2. There are different techniques to both initiate and build relationships with customers by using a combination of online and offline techniques. What is the 'customer life cycle' though? An approach to building and sustaining long-term business with a customer Techniques to encourage customers to increase their involvement with an organisation The stages each customer will go through in a long-term relationship with a supplier The answers above are all correct Question 3. The four marketing activities within the customer relationship management include customer selection, customer acquisition, customer retention, plus: Customer cross-sell Customer re-sell Customer extension Customer Up-sell Customer referrals Question 4. Using digital communications technologies to maximise sales to existing customers and encourage continued usage on online services is known as: Customer-centric marketing Electronic customer relationship management Mass customisation Personalisation Sense and respond communications Question 5. Using the Internet for relationship marketing involves integrating the customer database with websites to make the relationship targeted and personalised. Through doing this there are many benefits to be gained but which of the below is not an advantage? Achieve mass customisation of the marketing messages Minimises breadth, depth and nature of relationship Targeting more effectively Lower costs Question Accepting6.that a customer has agreed to opt-in to receive further information, with customer profiling the minimum amount of online information that needs to be collected is an e-mail address. What is really required though to decide if the customer is a good potential targetAfor further communications? qualified lead Opt-out facilities to be removed Permission marketing Interruption marketing Question 7. RACE is a practical framework to help marketers manage and improve the commercial value gained from digital marketing. The term stands for Reach, Act, C, Engage. What does 'C' refer to? None of the below Collaborate Consolidate Convert Collect Question 8. that understand how customers use digital media in their purchase decision buying can develop integrated Companies communications strategies to support their customers at each stage in the buying process. Customers have individual preferences in the ways they useDirected-information the web depending upon why they need to use it and this web use is known as: seekers Directed buyers Undirected information-seekers Searching behaviours Question 9. E-commerce managers aim to deliver the most effective mix of communications to drive traffic to their e-commerce sites. The different techniques can be characterised as: Offline marketing communications Online marketing communications Digital media channels All of the above Question 10. A marketing campaign will not be successful if the costs of acquiring site visitors and customers are too high. The term used to describe the cost of acquiring a new customer is known as: Cost per acquisition Referrer cost Bounce rate Allowable cost per acquisition Question 11. The use of online and offline promotion techniques to increase the audience of a site is known as a: Search engine optimisation Quality score Search engine marketing Traffic building campaign Question 12. Online public relations (or e-PR) should aim to maximise favourable mentions of companies, products, brands, etc which are likely to be visited by target audiences. Which of the following activities fall within the remit of e-PR? Social networks and online communities Link building including reciprocal links Communicating with media (journalists) online Blogs and podcasts All of the above Social media Question 13. (e.g. Facebook, Twitter) usage has become so widespread that to discount a social media strategy would be a mistake best avoided. Social customer relationship management (Social CRM) is a relatively new term which helps to define the broad scope of social media across the customer life cycle and value chain. The Altimeter report (2010) provides a framework for Social media CRM reviewing strategy implementation and framework is known as: Social CRM modelling The 5Ms



None of the above Question 14. Online marketing communications include the development on online partnerships and are regarded as an important part of a marketing mix. There are three key types of online partnerships; link building, affiliate marketing, and one other: Interactive advertising Online sponsorship Ad serving Media multiplier Question 15. E-mail marketing has to make strategic plans regarding outbound and inbound e-mails. E-mail is most widely used as a prospect conversion and customer retention tool. A database of customer names, email addresses and profile information used for e-mail marketing is usuallyViral known as: marketing email directory Customer and prospect database Customer profiles House list Question 16. A strength of social media and viral marketing is: It is possible to reach a large number at relatively low cost Cannot be ignored in user's inbox Highly targeted with controlled costs Considered credible



Building and sustaining long term business with customers is the aim of : Customer management Electronic customer relationship management Customer acquisition Customer relationship management Question 2. There are four classic marketing activities involving customer selection, acquisition, retention, and one other: Customer extension Customer demographics Customer differentiation None of the answers apply Question 3. By integrating customer databases with websites, marketing can be improved and the benefits of electronic customer relationship management (e-CRM) then include: Targeting more cost-effectively Increased depth, breadth, and nature of the relationship Lower costs Achieve mass customisation All the above are correct Only the first three answers are correct Question 4. Permission marketing is an established approach and the concept of opt-in typically involves: Profiling a customer's interests and value to an organization The customer proactively selecting opt-in Using an incentive The customer agreeing to receive marketing communications All of the above Question 5. An example of the concept of opt-out is: A customer agreeing to receive an e-mail newsletter A customer choosing an e-mail newsletter A customer unsubscribing to an e-mail newsletter None of the above Question 6. To engage a customer in an online relationship, the minimum information that needs to be collected in an online form is: Credit rating E-mail address Post code Customer profile Question 7. A key CRM technique is to encourage existing customers to recommend friends or colleagues to purchase. This is: Reactivation Up-sell Referral Cross-sell Question 8. A key CRM technique is a sub-set of cross-selling, but in this case selling more expensive products. This is: Reactivation Up-sell Referral Cross-sell Question 9. Using the RACE (Reach, Act, Convert, Engage) marketing value framework, what does Reach aim to do? Achieve conversions to marketing goals such as fans, leads, or sales on web presences and offline Build customer relationships over time to achieve retention rates Engage audience with brand on its website or other online presence Build awareness on other sites and in offline media and drive to web presences Question 10. What would be a key performance indicator for the Reach step? Bounce rate Revenue or goal value per visit Conversion rates Repeat conversion Question 11. Which of the following refers to the propensity of customers to select products online, but buy offline? Offline purchase, offline informed



Mixed-mode buying Online purchase, online informed Online purchase, offline informed None of the above Question 12. Customers who are signed up for an online service but who have never used it are described as: Dormant Inactive Active None of the above Question 13. E-commerce managers aim to integrate an effective mix of electronic communications to drive traffic to their e-commerce sites. Which answer best represents an offline marketing strategy to generate website traffic? Social media marketing TV advertising Digital media channels E-mail marketing Question 14. When assessing marketing communications effectiveness, the cost of getting the visitor to the website plus the cost of achieving the outcomes during their visit is known as: Referral costs Cost per acquisition Bounce rate Allowable cost per acquisition Question 15. The online communications technique of search engine optimisation involves: Gaining a position in web directories like Yahoo! Gaining a good ranking in the organic or natural listings of search engines Gaining a good ranking in sponsored listings of the search engines Gaining representation on third party sites Question 16. The online communications technique of link building involves: Gaining a position in web directories like Yahoo! Gaining a good ranking in sponsored listings of the search engines Gaining a good ranking in the organic or natural listings of search engines Gaining representation on third party sites Question 17. A factor which will improve results from search engine optimization is: Partnering with popular sites with pages relevant to your offering Including the copy of a search term within a site's web page Developing effective ad copy which encourages clickthrough Ensuring that partners can gain good earnings per click Chapter Change Management The term 10: 'change management' refers to managing changes to organisational processes and structure plus their impact on staff and culture. The introduction of e-business represents many challenges and requires careful planning. To help achieve different aspects of change, aNone seriesofofthe success seem tofactors be required: belowfactors are success Business process Market and business model Organisational structure, culture and staff responsibilities Technology infrastructure changes A useful framework for reviewing an organisation's capabilities to manage e-business was developed in the 1970s and became Question 2. known as the 7S strategic framework. The seven refers to Strategy, Structure, Systems, Staff, Style, Skills and Superordinate. Later research in 2005 asked e-commerce managers for their views as to the main challenges of managing e-commerce within an Superordinate organisation based on the 7S model. Structure, skills and staff were mentioned, and one other: Strategy Style Systems Different types of change in business are evident and take many forms. Incremental change involves relatively small adjustments Question 3. required by changes in the business environment. Discontinous change refers to a major transformational change in an industry. What is the term used when an organisation makes proactive changes in order to improve its efficiency or to create a business Anticipatory change advantage? Reactive change Just-in-time change Organisational change Question 4. terms can change over time to portray organisational actions. What term would currently be more acceptable to Descriptive describe 'an approach supported by software tools intended to increase process efficiency by improving information flows between people as they perform business tasks'? Business process automation Business process improvement Business process re-engineering Business process management A starting point for managing change begins when the objectives, strategy and tactics for introducing e-business change have Question 5. been specified. Implementing the strategy to achieve these objectives through the activities performed by the project management team as part of project planning occurs next. Recent surveys have indicated that plans do not succeed and in 2007, what 74% percentage of respondents said that their projects always achieve their goals? 58% 66% 85% Question 6. More recent research in 2009 by the Standish Group examined reasons for failure as well as success. Lack of user input was given as the major reason for failure but what was the top success factor reported? Clear statement of requirements Proper planning Executive management support User involvement Question 7. A project plan and schedule for an e-business system needs to be put into place and would take the following sequence in this systems development life cycle: Initiation, Maintenance, Prototyping, Final implementation Initiation, Prototyping, Final implementation, Maintenance Prototyping, Initiation, Final implementation, Maintenance Initiation, Prototyping, Maintenance, Final implementation Question 8. is a common approach to the development of e-business systems and is generally taken to have the following Prototyping features. Rapid in development yet simple in construction as it only provides a skeleton framework. Iterative and incremental in production, plus one other feature:



Easily produced Comprehensive Agile development User-centred Question 9. approach reduces the risk of major design, functional or informational errors during the construction of the A prototyping application. The concept of prototyping has been extended across the whole life cycle for developing website functionality or software applications where it is known as: Rapid application development Agile software development Scrum methodology None of the above Questionresource 10. Human issues could become a concern and poor staff retention could have significant cost implications. Occupational psychologists in 1980 developed a job characteristics model for designing jobs to provide a good and motivating experience which should enhance retention. Which of the following is not one of these intrinsic characteristics? Task insignificance Employer feedback Autonomy or freedom in completing work Skill variety Question Taken that11. there could be problems in recruiting skilled staff, outsourcing could be a solution. The degree to which companies can outsource their human resources is dependent upon the type and level of service expected for a particular product. This can be significant in governing their capacity for growth without taking on additional staff. What term is used here? Scalability Interim collaboration No term exists Outsourcing applicability Question 12. Once a company has adopted e-business, it will normally operate within the existing company structure. There are advantages and disadvantages of different types of organisational structures. A separate department to manage and coordinate e-commerce has the advantage of: Coordination and budgeting plus resource allocation possible Can maximise market potential Can set strategy independently Can achieve rapid response to e-commerce service responses (e-mail, phone, etc) Questionagent 13. is the term attributed to those managers responsible for controlling change. In e-business, this could be a manager Change responsible for implementation, adoption, supply chain, and so on. Research examining leadership style with e-commerce implementation found the most common style to be: Coercive Directive Consultative Collaborative Organisational culture is a concept that includes shared values, norms, and assumptions within the organisation as well as the Question 14. practices that all groups share. Different types of cultural orientation can be identified in companies. Which of the following would be used to describe a culture where interfaces with the external environment are well structured and the company is Survival (outward flexible)structure? typically sales driven and likely to havelooking, an hierarchical Stability (inward looking, ordered) Productivity (outward looking, ordered) Human relations (inward looking, flexible) Question 15. Knowledge management has a key role within e-business since business success depends on staff knowledge of various business functions. One aim of knowledge management is to turn: Develop a common language and understanding Explicit knowledge into tacit knowledge Tacit knowledge into explicit knowledge None of the above Approaches to managing changes to organisational processes and their structures and their impact on staff and culture is commonly known as: All of the below are applicable Business transformation E-change management Change management Question 2. Key aspects or levers of change that need to be assessed to maximise the benefits of e-business include: Employee ownership Project management Employee acquisition and retention The market and business models None of the above Question 3. The well known 7S framework is very useful for reviewing an organisation's capabilities to manage e-business related change. To which of these 7S's does this problem of e-business relate to? The breakdown of staff in terms of: background, age, gender, and characteristics such as IT vs marketing, use of contractors, etc. Strategy Systems Structure Staff Question 4. To which of these 7S's does this problem of e-business relate? The contribution of e-business in influencing and supporting organisations' strategy. Structure Strategy Staff Systems Question 5. When viewing different types of change in business across an entire industry, change takes two forms. Which form of change involves relatively small adjustments? Organisational Incremental Discontinuous Anticipatory Question 6. A direct response by an organization to a change in an organization's environment is: Reactive change Anticipatory change Organisational change None of the above Question 7. A project plan and schedule for an e-business system will contain a series of stages. Which of these sequences is correct for the systems development lifecycle? Initiation, analysis, design, build



Analysis, design, initiation, build Analysis, initiation, design, build Design, initiation, analysis, build Question 8. For effective project management, various elements need to be incorporated as part of the project management process. These include resource allocation, scheduling and planning, plus monitoring and control. Which element has been omitted? User involvement Milestones Estimation None of the above Question 9. What is rapid application development also known as? Prototyping Accelerated delivery Systems development life cycle None of the above Question 10. Which of these approaches reduces errors in a system? Education and training Active involvement by senior staff New approach to business self-image Prototyping None of the above Question 11. Staff recruitment can be a problem for e-businesses and to improve the intrinsic and rewarding characteristics of a job, certain approaches can be adopted. These include: All of the below Natural workgroups Task combination Vertical loading Opening feedback channel Question 12. There are advantages and disadvantages to different organisational structures. What would be a disadvantage where there is a separate department that manages and coordinates e-commerce? Poor quality site in terms of content quality Conflict of interests between departments and traditional business May be difficult to get different departments to deliver their input due to other commitments All of the above Question 13. What would be an advantage of having no formal structure for e-commerce? Can achieve rapid response to e-commerce service responses (e-mails, phone requests, etc) Coordination, budgeting and resource allocation possible Has to respond to corporate strategy Can maximise market potential Question 14. A leadership style in managing change where widespread participation of employees occurs to define the changes required and techniques to achieve them is known as: Consultative Directive Coercive Collaborative Question 15. A leadership style in managing change where the management team takes the decisions, the employees generally trusting them to do so and being generally informed. Collaborative Directive Coercive Consultative Chapter 11: Analysis and Design With strategy implementation, analysis and design activities are needed. Analysis is concerned with understanding the business and user requirements for a new system. Process modelling captures the processes and sub-processes required for the business information system. Davenport 12 (1993) noted that even large multinationals would rarely exceed ______ main processes? 10 8 6 Question 2. Before a process can be designed and implemented, a detailed deconstruction of the task is needed. This can be referred to as: Process Activity-based process definition method Task analysis Process mapping Questiondependencies 3. Process summarise the order in which activities occur according to the business rules that govern the processes. There are three common techniques that are often applied in an e-business analysis. Which of the following is not one of these processes? Network diagram Event-driven process chain model Task manual development Flow process chart Whichever Question 4.method has been used to deconstruct and define the tasks and sub-tasks in the design analysis, this process needs testing or validating. Data modelling uses tried and tested techniques to do this. Entity relationship modelling can be used to review databases in three main stages. Initially, 'identify entities' followed by 'identify attributes for entities', but what is the third Define fields and records stage? Identify relationships between entities Establish database table All of the above Question E-business5.systems manage many transactions and a key design issue is how use the data recorded to improve the effectiveness and business contribution of these systems. One web analytics model used to examine storage and rapid analysis of time-based data is known as: Star schema data model Normalisation Primary and secondary key investigations E-business architecture modelling Question 6. point for design of e-business systems is to ensure that a common architecture exists across the company in terms of The starting hardware and software technology, applications and business processes. E-business systems follow the same architecture of many business information systems created in the 1990s and is known as:



Client server Client-server model Client database structures Data systems architecture Question 7.systems are often customer- or employee-facing systems so the importance of human-computer interaction in the E-business design of web applications is high. User-centred design starts with understanding the nature and variation within the user groups and issues to consider include: What is their purpose in visiting the site What type of browsers will they use How large a screen or window they will use All of the above Question 8. Bevan (1999) argued that a test of effective design is dependent on three areas of effectiveness, productivity, and satisfaction. Another effective technique for assessing design effectiveness is: Usability audit Eyeball test Crowdsourcing Eye tracking The 'use-case' Question 9. method of process analysis and modelling was developed in the early 1990s as part of the development of objectorientated techniques. It is part of a methodology known as 'unified modelling language' (UML) that attempts to unify preceding approaches. Website designers and marketers use a similar model but use different terminology and create ______________ for typical site visitors?Eye tracking Expert review Use-case modelling Web design personas Question 10. Schneider and Winters (1998) identified a series of stages to be used in analysis using the use-case method. Which is the correct sequence? Identify actors, identify use-cases, relate actors to use-cases, develop use-case scenarios Develop use-case scenarios, identify actors, identify use-cases, relate actors to use-cases Develop use-case scenarios, identify use-cases, identify actors, relate actors to use-cases Identify use-cases, identify actors, relate actors to use-cases, develop use-case scenarios Question 11. With effective website design, the creation of an information architecture involves creating a plan to group information logically and creating a site structure which is commonly known as: Blueprint Web index Wireframe Site map Question 12. A well-designed website will have been developed to achieve customer orientation and for a B2B company the three main types of audience are customers, other companies and organisations, and staff. Designers also need to take into account different types of familiarity: With the organisation's products With the internet With the site With the organization All of the above Question 13. Once the requirements of the user are known, the human-computer interface takes on additional meaning regarding web usability. Nielsen (2000) wrote that a website has three main areas to consider; site design and structure, page design, and content design. Which of the following come under the heading of 'site design and structure'? Site features organisation Site personality Site navigation Site style All of the above Question 14. Web accessibility is fundamental for websites and needs to take into account user characteristics such as disability. What have some countries introduced to address this point? Much larger screens Accessibility legislation Mandatory free access for those with certain disabilities None of the above Question Security is15. a serious concern for e-business mangers and there are many potential risks concerning unauthorised access to customer and company data. One way this occurs is through misleading users through setting up a bogus website and gaining user details online. What this method known as? Denialisof service Malware Firewalling Phishing In the context of strategy implementation for an e-business system, what usually precedes systems design? Database creation Programming Testing Systems analysis Question 2. Analysis and design phases of a project are usually: Iterative processes starting with design Iterative processes starting with analysis Totally integrated Totally separate Question 3. Using analytical techniques to capture and summarise business and user requirements for a new system is generally known as: Analysis for e-business Process mapping Task analysis Task deconstruction Question 4. Which of the following describes task analysis and task decomposition? Places the different activities in a logical sequence using symbols for the different type of activities. Relates the different activities conducted to different functional parts of the organization. Identifies the different activities conducted in a process in a hierarchical form. Assesses the efficiency of the process. None of the above. Question 5. Which of the following best explains the purpose of e-business workflow systems?



Sharing of production figures throughout an organization Collaborative sharing of documents Use of e-mail to offer new products to customers E-commerce functionality for customers None of the above Question 6. The term process in this context refers to part of a system that has a clearly defined purpose and clearly defined inputs and outputs. So, which of the following describes process mapping? Identifies the different activities conducted in a process in a hierarchical form Places the different activities in a logical sequence using symbols for the different type of activities Assesses the efficiency of the process Relates the different activities conducted to different functional parts of the organization Question 7. Why is workflow management integral to many e-business applications? Workflow helps manage business processes by ensuring that tasks are prioritised Provides a structured framework to support a process It provides a consistent, uniform approach for improved efficiency All the above are correct Question 8. Data modelling of e-business and e-commerce systems uses well-established techniques. Referring to data modelling for a sellside e-commerce system and using entity relationship modelling, which is the correct sequence for the three main stages? Identify relationships, entities, attributes The sequences do not apply in this model Identify entities, attributes, relationships Identify attributes, entities, relationships Question 9. Concerning the computing architectural design of e-business systems; a typical architecture uses a three-tier client-server. Since most of the processing is executed on the servers rather than the client, this architecture is sometimes referred to as a: Thin client User-centred design Advanced architecture Client-server streamliner A good site should always begin with the user. Understand who the __________ is, how they use the channel to shop, and Question 10. understand how the marketplace works in that category. This includes understanding who your competitors are and how they operate online. You need continuous research, feedback and usability testing to continue to monitor and evolve the customer experience online. __________s want convenience and ease of ordering. They want a site that is quick to download, wellOwner structured and easy Intermediary to navigate. Customer Competitor None of the above Question 11. Bevan in 1999 suggested that a test of effective design for website usability was dependent on three areas. Which is NOT one of these? Productivity - are tasks completed in an acceptable amount of time Eyetracking - an objective mapping of users gaze trails and gaze points Effectiveness - can users complete their tasks correctly and completely Satisfaction - are users satisfied with the interaction Question 12. Which of the following is a description of use-case analysis? Determination of interface design through identifying the stages a user needs follow when interacting with a system The menu options chosen to group and categorize information Providing specific content and services appropriate to different audience members Providing an overall design to a site consistent with the positioning of the products and services Question 13. A representation of the typical site user who is strategically important to the effectiveness of the site, but one which is challenging to fulfill the needs of, is referred to as a: Primary persona Use case Web design persona Customer journey Question 14. With web pages, wireframes are so called because it consists of the outline of the page with 'wires' separating different areas of content or navigation shown by white spaces. What is another name that can be used instead of wireframes? Sitemap Blueprint Card sorting Schematics Question 15. The process of reviewing wireframes is sometimes referred to as 'storyboarding'. Storyboards are intended to: Prototype typical customer journeys or clickstreams through a website Indicate the structure of a site during site design and as a user feature Prototype of the screen layout showing navigation and main design elements Integrate consistently available components on the webpage (e.g. navigation, search boxes) Question 16. In relation to website security for e-businesses, the principal concern is the security of information. Which of the following best describes authentication? Checks that the message sent is complete and that it has not been corrupted Are parties to the transaction who they claim to be? Ensures sender cannot deny sending message Is transaction data protected? Are all non-essential traces of a transaction removed from the public network and all intermediary records eliminated? Question 17. When monitoring electronic communications, employee monitoring is used by organisations mainly to: View the workload of employees Register what time staff start work All of the above Reduce productivity losses through time wasting Question 18. Covert monitoring is referred to as: Openly assessing employee activities involving use of networked computers that are not considered acceptable by management None of the above An assessment of the employee monitoring process in the workplace to identify improvements to minimize infringement of employee privacy Monitoring which the employer undertakes without notifying staff Chapter 12: Implementation and Maintenance



With a traditional software development life cycle, the implementation and maintenance phases are involved with the transition of new software applications or systems from the production to live environment. However, due to the increasing usage of ebusiness services, the concept of 'maintenance' Re-engineering strategy has now been replaced by: Dynamic e-business application Maintenance functionality Replacement phase Question 2. of e-business services suggests a rigorous ongoing approach to improving both the effectiveness and efficiency of a Optimisation company's e-business services. Both of these aspects should be continually revisited by managers to ensure optimisation but what service is used that helps to answer questions about experience and service levels for sell-side e-commerce? Strategic optimisation Web optimisation Efficacy counter Web analytics Question 3. The basic alternative acquisition methods for e-business systems are similar to those for traditional business information systems. Which of the following is not one such method? Tailored development Hosted solution Bespoke development Packaged implementation Question 4. The development of web-based content and services is quite straightforward using static web content. For a basic website, simple language code is used for the layout and formatting of information to create web pages. For a more comprehensive interactive website what web content is required? Dynamic Interactive Multifunctional Specific Question 5. Which language is regarded as the industry standard for producing static web content? HTML parameters HTML content HTML Meta tags Question 6. A content management system is a software tool for creating, editing, and updating documents accessed by intranet or Internet. The criteria for selecting a professional content management system should include: Different page templates Versioning Use of plug-ins and widgets Search-engine-optimisation-friendly markup All of the above Question 7. A structure testing process is necessary in order to identify and solve as many problems as possible before the system is available for users. The testing is conducted in a structured way by using a: Changeover development Soft launch Data migration Test specification Question 8. Data migration is an aspect of e-commerce systems that is often underestimated in the development and implementation of a system. Which of the following best describes data migration? The transfer of information from a previous system to a new system The process by which an organization migrates to a new system The identification of errors and unfulfilled requirements in the system Summarizing the purpose and workings of the system for future maintenance Question 9. Sell-side e-commerce sites are continuously under review and development so need to be dynamic to rectify any errors and to respond to competitor innovations. But what about buy-side e-commerce sites? They have the same features and issues to contend with They are more dynamic to meet market competition They are less dynamic None of the answers apply Question 10. Regarding routine content changes, the different tasks involved in the maintenance processes for new copy can be sequenced. What would the FIRST and LAST tasks be? Correct, review Publish to test environment, publish to live environment Review, write Write, publish to live environment Question 11. Considering maintenance processes and responsibilities, in addition to the need to have a process for routine content changes, what else would need to be addressed? Initiatives to keep content fresh A process for major changes Frequency of content updates All of the above Question 12. To improve results for any aspect of a business, performance management is vital. The processes and systems used to monitor and improve the performance of an organisation and specific management activities such as Internet marketing are known as: Performance measurement systems Performance management and improvement policy Performance management systems None of the above Questionmarketing 13. Internet metrics are measures that indicate the effectiveness of Internet marketing activities in meeting customer, business and marketing objectives. There are different performance metric frameworks that can be utilized, including one measure that describes whichpromotion website content is visited, time and duration. Which one is the correct answer? Channel Channel buyer behaviour Channel outcome Referrer Question 14. Site-visitor activity data in web analytics systems records the number of visitors on the site and the paths or clickstreams they take through the site as they visit different content. Which of the following can be used? All of the below Hits Log-file analyser Page impression Question 15. A comparison of online metrics collection methods will indicate strengths and weaknesses of each method. Which is a strength of using mystery shoppers?



Structured tests give detailed feedback No visual cues given Sample must be representative Limited demographic information E-business service optimisation requires management of e-business services to continually question whether they are providing service effectiveness and service efficiency. What is the discipline that helps answer these questions for sell-side e-commerce? Agile development E-business services auditing Quality control Web analytics Question 2. Which of the following methods can be used to acquire an e-business system? Hosted software as a Service Off-the-shelf Bespoke development Tailored development All of the above are applicable Question 3. A system acquired using the bespoke method is usually more costly than off-the-shelf due to: Higher hardware costs Higher analysis costs Higher changeover costs Higher training costs None of the above Question 4. Static web content refers to a web page that is identical every time it is viewed. What is used to develop a static web page? Hosted solution eXtensible markup language (XML) Hypertext markup language (HTML) All of the above are needed Question 5. What provides a method for even non-specialists to update website pages and can be made easily accessible to employees within a company? Content management systems Macromedia Flash Web application frameworks Web application servers Question 6. servers provide many of the capabilities of a content management system but focus on the needs of promoting E-commerce product information and supporting the purchase process. As such, specific requirements of e-commerce servers include integration with: Product catalogue systems and advanced shopping search Customer advice solutions and customer reviews and rating systems Merchandising and payment systems All of the above Only answers 1 and 2 apply Question 7. A structured testing process is necessary to identify and solve as many problems as possible before the system is released to users. What is a test specification? A simulation of the final operating environment for the system A description of the testing process and tests to be performed The software and hardware used to host operational systems A check of non-conformance Question 8. There are advantages and disadvantages to different methods of implementing new systems. What would be the main disadvantage of a phased implementation? Difficult to achieve technically due to interdependence between modules High risk as there would be a major disruption if there are serious errors with the system Has to be in combination with the other methods Errors not identified in testing may impact large numbers of users Question 9. Which is the best description of data migration? The identification of errors and unfulfilled requirements in the system. The transfer of information from a previous system to a new system Summarising the purpose and workings of the system for future maintenance The process by which an organization migrates to a new system None of the above Question 10. The maintenance phase of an e-commerce system involves: Making significant releases to correct major errors or enhancement Monitoring the system for errors Making patch releases to correct minor errors Researching the users' experience of the system All of the above Question 11. Performance management systems aim to evaluate and improve the efficiency and effectiveness of an organisation and its processes. Why should measurement be built into site management? Measurement is often neglected when a website is first created Performance management is often built into an online presence retrospectively You cannot manage what you cannot measure All of the above Question 12. Measures are needed to assess Internet marketing activities in meeting customer, business and marketing objectives. Which measure records customer actions taken as a consequence of a site visit? Channel satisfaction Channel outcomes Channel promotion Channel buyer behaviour Question 13. Site visitor activity data captured in web analytics systems records the number of visitors on the site and the clickstreams they take. Which is the least useful measure of website effectiveness? Hits They are all as accurate as each other



Unique visitors Page impressions Log-file analyser Question 14. Which category of web metrics does 'cost per click' belong to? Channel buyer behaviour Channel promotion Channel outcomes Channel satisfaction Question 15. Site owners can disagree with marketers regarding the effectiveness of a site. Which method is regarded as the more sophisticated and precise to settle these disagreements? AB testing Inferential analysis Multivariate analysis ABBA counter-balancing