Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

The Napkin Model of the early Internet boom period was attributed to:

a) Internet investors

b) New Technology developers

c) Online strategists in the Catering industry

d) Dotcom entrepreneurs and tycoons

Question 2

Web Metrics provides a vital role in which phase of The Strategic Marketing Cycle?

a) Planning Phase

b) Implementation Phase

c) Control Phase

d) Evaluation Phase

Question 3

Technologically inspired change drives:

a) Organisational restructuring either by department or across the organisation

b) Organisations to adopt new technology in imaginative ways

c) Organisations through cycles of industrial change

d) Managers or champions to instigate change

Question 4

A web site should be designed for:

a) As wide appeal as possible

b) As many segments as possible

c) As many 'publics' as possible

d) Your most valuable customer with high lifetime values

Question 5

The gardening and plant specialist web site, www.crocus.co.uk has a:

a) Customer-Focused Orientation

b) Network Focused Orientation

c) Internally Focused Orientation

d) Target Group Orientation

Question 6

For effective campaign management and customer service in a multi-channel environment, organisations need:

a) A consistent brand image

b) A distinct strategy for each channel

c) Data integration across channels

d) e-Mail and CRM

Question 7

Online customer reviews, collaborative filtering and 360' degree product viewings are all examples of?

a) Online customer service

b) Online core benefits

c) Information goods

d) Online added value

Question 8

Which of the technologies below provide real time exchange of information for the benefit of players in logistics and supply chain management?

a) Secure Electronic Transactions (SET)

b) Electronic Data Interchange (EDI)

c) Graphical User-Interfaces (GUI)

d) Supply Chain

Question 9

Mike Grehan's Online Promotional Planning tool contains which four elements?

a) Planning, Product, Positioning and Place

b) Product, Price, Place and Promotion

c) Positioning, Permission, Partnership and Performance

d) Promotion, Public Relations, Personalisation and Permission

Question 10

From a marketing perspective, what is the major attraction of the Internet to Small and Medium Sized Enterprises?

a) Falling Technology Costs

b) International expansion

c) Greater promotional opportunities and access to more markets

d) Improvements in Supply Chain Management

Oxford University Press, Online Resource Centre, Chapter 03.

Chapter 03

Instructions