Deck 15: Global Marketing and the Digital Revolution

Question 1

The new user interface that has the potential to replace our phones,TVs,and desktop computers is described by all of the following terms except:

A)virtual reality.
B)interface reality.
C)mixed reality.
D)personal reality.
E)preferred reality.

Answer 1

B

Question 2

Facebook,Google,Pinterest,Twitter,and Wikipedia represent which element of the marketing mix?

A)price
B)product
C)place
D)promotion
E)people

Answer 2

B

Question 3

E-mail within a computer network was made possible by the creation of a file-transfer program in 1972,which enabled an e-mail created by one network to be delivered to a computer on a different network.

Answer 3

False

Question 4

Which of the following digital revolution pioneers were instrumental in created the "network of networks" that is now known as the Internet?

A)Robert Noyce and Jack Kilby
B)Vincent Atanasoff and Clifford Berry
C)Vint Serf and Bob Kahn
D)Steve Jobs and Steve Wozniak
E)Tim Berners-Lee

Question 5

The Chinese government,alarmed by the free flow of information across the Internet,closely monitors the content on Web sites that its citizens access.Facebook,Twitter,and numerous other social media sites are blocked in China.

Question 6

The digital revolution is a paradigm shift resulting from technological advances that allow for the digitization of analog sources of information,sounds,and images.

Question 7

A key player in the cell phone business who could have been first to market a cell phone camera is:

A)Ericsson.
B)Samsung.
C)Motorola.
D)Sprint.
E)AT&T.

Question 8

Because the Internet is global,no single country controls it.

Question 9

Which of the following pioneers of the digital revolution developed the URL,HTTP,and HTML,thus paving the way for the World Wide Web?

A)Robert Noyce and Jack Kilby
B)Vincent Atanasoff and Clifford Berry
C)Vint Serf and Bob Kahn
D)Steve Jobs and Steve Wozniak
E)Tim Berners-Lee

Question 10

The marginal cost of storing and distributing digitized products-music files,for example-is practically nothing.

Question 11

According to Steve Case,founder of AOL,the second wave of the Internet revolution lasting from 2000 to 2014,shifted the focus from building the Internet to building on top of it.

Question 12

In 1948,a Bell Labs researcher named Claude Shannon wrote a technical report in which he proposed that all information media could be encoded in binary digits,or bits.

Question 13

The integrated circuit and the concept of binary code permitted the development of the:

A)transistor.
B)radio.
C)personal computer.
D)smartphone.
E)SMS.

Question 14

There is a misperception that the market opportunity in Africa is limited because people are too poor.

Question 15

Today,almost 3 billion people-nearly half of the world's population-are using the Internet.

Question 16

An Internet site's address on the World Wide Web is a(n):

A)HTML.
B)HTTP.
C)URL.
D)WWW.
E)HTTPS.

Question 17

In the 1950s,which company used transistor technology licensed from Bell Labs to develop the transistor radio?

A)Nokia
B)Sony
C)Panasonic
D)RCA
E)Sanyo

Question 18

Claude Shannon's technical report led to his pioneer work for which he is regarded as the inventor of the:

A)transistor.
B)spreadsheet.
C)information theory.
D)silicon chip.
E)Internet.

Question 19

The digital revolution is causing dramatic,desired changes in industry structures.

Question 20

Robert Noyce and Jack Kilby are pioneers in the digital revolution.What contribution did they make?

A)They invented the transistor.
B)They invented the spreadsheet.
C)They invented the first digital computer.
D)They invented the silicon chip.
E)They invented the Internet.

Question 21

Despite the "go-slow "market entry strategy in the United States,by 2016 Alibaba was selling nearly 15 billion items per year-three times more than Amazon.

Question 22

Some company executives become so committed to a current,profitable technology that they fail to provide adequate levels of investment in new,apparently riskier technologies.

Question 23

What is convergence? What kind of challenges does it present?

Question 24

According to innovation expert Clayton Christensen,an organization's capabilities define its disabilities.

Question 25

According to various statistics,South Korea leads the world in providing its citizens with access to information and communications technologies.Discuss how South Korea could lead the world in technology and why the United States has taken a relatively slow start,particularly in spreading the broadband technology.

Question 26

An innovation that is disrupting to one firm can be sustaining to another firm.

Question 27

According to the innovator's dilemma:

A)the computing power of a microprocessor doubles every 18 months.
B)markets that don't exist can't be analyzed.
C)well-managed companies that listen and respond to needs of established customers may miss opportunities to innovate.
D)regulation of e-commerce activities will increase at a rate that is directly proportional to the growth of e-commerce revenues.
E)innovations are copied soon after they are discovered.

Question 28

Sustaining technologies enable something to be done that was previously deemed impossible.

Question 29

The Internet's powerful capabilities and increasing importance have resulted in a backlash that manifests itself in various ways.Giving examples,explain how this statement is true.

Question 30

The value network for the personal computer industry is not different from the value network for mainframe computers.

Question 31

Ironically,Motorola,a key player in the cell phone business,could have been first to market with a cell phone camera.

Question 32

According to innovation expert Clayton Christensen,the creation of the Internet represented a disruptive technology for Dell Computer.

Question 33

"Convergence" is a term that describes a world in which the telecommunications,consumer electronics,computer,and entertainment industries are entering each other's markets.

Question 34

Although IBM tried to regain its position by creating its first PC,it was slow to recognize the growing demand for laptops.

Question 35

According to innovation expert Clayton Christensen,markets that don't exist can't be analyzed since companies embrace agnostic marketing.

Question 36

Kodak has easily made the transition from industry leadership in chemical-based photography to industry leadership in digital photography.

Question 37

China,India,Brazil,and the European Union (EU)have taken the position that,because the Internet is global,one single country should be in control of it.

Question 38

Russia and China have new cyber-security laws requiring that all data about customers in their respective countries be stored on in-country servers.

Question 39

________ is the term that refers to the merging of different industries such as computers,photography,and motion pictures.

A)Value networks
B)Convergence
C)Disruptive technology
D)Telematics
E)Agnostic marketing

Question 40

Originally,Sony entered new businesses by acquiring CBS Records and Columbia Motion Pictures.These acquisitions represent convergence because they occurred in the early days of the digital revolution,when motion pictures,recorded music,and consumer electronics were still separate industries.

Question 41

The domain name for Amazon.com in Germany is:

A)amazon.com.gm.
B)amazon.gr.
C)amazon.ge.
D)amazon.de.
E)amazon.gm.

Question 42

Each value network has a ________ associated with it that dictates the margins needed to achieve profitability.

A)dilemma
B)transaction
C)technology
D)cost structure
E)digital network

Question 43

As Pandora CEO Joe Kennedy recently remarked,"The good news is that the Internet is global,and that the copyright law is country by country."

Question 44

________ are online retail operations that allow customers to purchase goods and services.

A)Promotion sites
B)Matrix sites
C)Transfer sites
D)Transaction sites
E)Content sites

Question 45

Each network has its own "metrics of value." For laptop computers this value would include all of the following except:

A)small size.
B)low weight.
C)power consumption.
D)memory capacity.
E)rugged design.

Question 46

Today Microsoft lags behind new industry entrants in high-growth,consumer-oriented areas such as search and social networking.Which of the principles of disruptive innovation does this fact pertain to?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)A company's capabilities define its disabilities.

Question 47

According to Christensen's five principles of disruptive innovations,the following statement is not true:

A)companies depend on customers and investors for resources.
B)small markets solve the growth needs of large companies.
C)markets that don't exist can't be analyzed.
D)an organization's capabilities define its disabilities.
E)technology supply may not equal market demand.

Question 48

Which of the following is not one of Clayton Christensen's principles of disruptive innovation?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)E-commerce activities can be divided into three categories.

Question 49

In South Korea,the Netherlands,Greenland,the UAE,Bahrain,and Qatar,more than 90 percent of the population is online.

Question 50

Describe the principles developed by Christensen in order to help managers recognize the innovator's dilemma and develop appropriate responses to environmental change.

Question 51

Amazon.com,the leading Internet bookseller,allows users to purchase books,CDs,and other products online.Amazon.com is primarily a(n)________ site.

A)promotion
B)content
C)transaction
D)execution
E)cyber

Question 52

Some global marketers make the strategic decision to establish a presence on the Web without offering transaction opportunities even though the product could be sold that way.Such sites are known as:

A)company sites.
B)transaction sites.
C)promotion sites.
D)content sites.
E)cyber sites.

Question 53

Web sites that provide news and entertainment and support a company's PR efforts are known as:

A)company sites.
B)transaction sites.
C)promotion sites.
D)content sites.
E)cyber sites.

Question 54

The top Digital Agency Network by 2016 Interactive Marketing Revenues is:

A)IBM iX.
B)Deloitte Digital.
C)Accenture Interactive.
D)PwC Digital Services.
E)Publicis Sapient

Question 55

Research suggests that visitors spend more time at sites that are in English than in their own language.

Question 56

Internet penetration is less than 10 percent in:

A)Qatar.
B)Bahrain.
C)Greenland.
D)Burundi.
E)the Netherlands.

Question 57

Web sites can be classified by purpose as represented by the term:

A)matrix sites.
B)international sites.
C)geographic sites.
D)promotion sites.
E)regional sites.

Question 58

What is meant by e-commerce? How can e-commerce activities be classified?

Question 59

Which of the following principles of disruptive innovation pertains to the notion of agnostic marketing?

A)Companies depend on customers for resources.
B)Small markets don't satisfy the growth needs of large companies.
C)Markets that don't exist can't be analyzed.
D)Technology supply may not equal market demand.
E)A company's capabilities define its weaknesses.

Question 60

Web "content sites" provide news and entertainment and support a company's PR efforts.

Question 61

While South Korea is considered as "ready for tomorrow" in terms of Internet speed,countries which are "below today's applications threshold" include all of the following except:

A)the United States.
B)Germany.
C)India.
D)Hong Kong.
E)China.

Question 62

It is advisable to start a double-ACSII platform when designing a Web site's architecture since:

A)the English language can store only a maximum of 256 characters.
B)French and German languages use the Latin alphabet.
C)German-language Web sites require double the English Web site's capacity.
D)French and German languages cannot be used in a Web site's architecture.
E)Japanese and Chinese languages require a database which supports such a platform.

Question 63

"Cloud computing" is different from currently available technologies in all of the following aspects except:

A)it is performed "in the cloud."
B)applications are delivered through a Web browser.
C)it is installed in the computer's hard drive.
D)computer files can be accessed remotely.
E)archives are stored on massive remote servers.

Question 64

Broadband offers companies the telecommunication capability to do all of the following except:

A)streaming audio.
B)streaming video.
C)streaming media.
D)streaming sales.
E)compressed video.

Question 65

How can Web sites be classified? Show how different companies fall under different categories.

Question 66

The country which boasts the world's fastest average Internet speed is:

A)Russia.
B)China.
C)South Korea.
D)India.
E)Japan.

Question 67

Streaming media represents a huge market opportunity for all of the following except:

A)video game industry.
B)online gaming.
C)game publishers.
D)Internet portals.
E)telematics.

Question 68

Although it is certainly possible for European consumers to browse Amazon.com's U.S.site,they prefer a direct link to a site with a local domain name.All of the following are possible reasons for such behavior except:

A)the Web site of choice will be one that quotes prices in euros.
B)the Web site of choice will be that which offers a product selection tailored to local tastes.
C)the preference will be for the Web site which ships from local distribution points.
D)due to price fluctuations the preference will be for the Web site that quotes prices in U.S.dollars.
E)the preference will be for sites that are in their own language.

Question 69

Which of the following is not a critical issue for a company whose management intends to engage in e-commerce?

A)privacy
B)credit card fraud in developing countries
C)ensuring that logos and other brand identity elements are consistent with local preferences
D)ensuring a company's computer system supports only a particular language
E)the availability of hot spots for Wi-Fi

Question 70

Localizing a Web site in native language can be done by translating a Web site from the home-country language.

Question 71

Konbini is a convenience store in ________,where consumers can pay for online purchases.

A)Indonesia
B)Russia
C)Croatia
D)Japan
E)Bosnia

Question 72

Cybersquatting is the practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it.

Question 73

Ideally,each country-specific site should reflect all of the following except ________,which may not be familiar to shoppers in some countries.

A)logos and symbols
B)the local language
C)local customs
D)the shopping cart icon
E)local colors

Question 74

What are some of the issues that need to be addressed when setting up for global e-commerce?

Question 75

________-commerce is one of the significant marketing opportunities made possible by the digital revolution.

A)Multinational
B)Mobile
C)Multisegment
D)Marginal-cost
E)Multilingual

Question 76

The term "m-commerce" is used to describe the use of:

A)Internet in commerce.
B)web.com in commerce.
C)credit cards in commerce.
D)money in commerce.
E)cell phones in commerce.

Question 77

The practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it is referred to as:

A)gray market.
B)piracy.
C)copyright violation.
D)cybersquatting.
E)patent violation.

Question 78

The Web site's architecture should be flexible enough to allow all of the following except:

A)different dates.
B)currency.
C)money formatting.
D)local culture.
E)privacy.

Question 79

Why are policymakers in countries such as South Korea following the broadband race so closely?

Question 80

Wi-Fi,or wireless fidelity,permits laptop and PDA users to establish high-speed wireless connections to the Internet via:

A)infrared rays.
B)magnetic rays.
C)hot spots.
D)laptop warriors.
E)modem.