第一章 单元测试
1、单选题：Which of the following refers to any disparity in relevant market information among parties in a transaction?
A:unfair competitive advantage
B:dynamic pricing
C:information asymmetry
D:imperfect competition
正确答案:【information asymmetry】
2、单选题：Which of the following statements is true about the traditional tradeoff between the richness and reach of a marketing message prior to the development of the Web?
A:The larger the audience reached, the less rich the message
B:The smaller the audience reached, the less rich the message
C:Marketing messages had little richness
D:Richness was unrelated to reach
正确答案:【The larger the audience reached, the less rich the message】
3、单选题：Which of the following is not a unique feature of e-commerce technology?
A:richness
B:social technology
C:information asymmetry
D:interactivity
正确答案:【information asymmetry】
4、单选题：E-commerce is available just about everywhere and anytime. This is known as:
A:richness
B:information density
C:ubiquity
D:reach
正确答案:【ubiquity】
5、判断题：Interactivity that enables product customization alters industry structure by decreasing the threat of substitutes.
A:错
B:对
正确答案:【对】
6、判断题：Cost transparency refers to the ease with which consumers can find out the variety of prices in a market
A:对
B:错
正确答案:【错】
7、多选题：The unique features of e-commerce technology include:
A:Specific standards
B:Richness
C:Global Reach
D:Ubiquity
正确答案:【Richness;Global Reach;Ubiquity】
8、多选题：The growth of social e-commerce is driven by_________.
A:integrated social commerce tools
B:sharing of products, services, and content on social accounts
C:network notification
D:social sign-on
正确答案:【integrated social commerce tools;sharing of products, services, and content on social accounts;network notification;social sign-on】
9、单选题：Which of the following is a leading platform for social e-commerce?
A:Wikipedia
B:Facebook
C:eBay
D:Amazon
正确答案:【Facebook】
10、单选题：Which type of e-commerce generated the largest revenue？
A:M-commerce
B:C2C
C:B2C
D:B2B
正确答案:【B2B】
11、多选题：Economists early visions about e-commerce include_________
A:disintermediation
B:Consumers are not price sensitive
C:a nearly perfect competitive
D:Information asymmetry would be greatly reduced
正确答案:【disintermediation;a nearly perfect competitive;Information asymmetry would be greatly reduced】
12、单选题：Which of the following is not a characteristic of a perfect competitive market?
A:Customers have access to all relevant information worldwide
B:Price, cost, and quality information are equally distributed
C:A nearly infinite set of suppliers compete against one another
D:It is highly regulated
正确答案:【It is highly regulated】
13、单选题：All of the following were visions of e-commerce expressed during the early years of e-commerce except:
A:friction-free commerce
B:a nearly perfect information marketspace
C:disintermediation
D:fast follower advantage
正确答案:【fast follower advantage】
14、多选题：The Reinvention period is characterized by_________.
A:local economy
B:user-generated content
C:viral marketing
D:disintermediation
正确答案:【local economy;user-generated content;viral marketing】
15、单选题：The early years of e-commerce are considered:
A:a dramatic business success as 85% of dot-coms formed since 1995 became flourishing businesses
B:the most promising time in history for the successful implementation of first mover advantages
C:an economist’s dream come true, where for a brief time, consumers had access to all relevant market information and transaction costs plummeted
D:a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year
正确答案:【a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year】
16、多选题：The unique features of e-commerce technology include:
A:Specific standards
B:Richness
C:Ubiquity
D:Global Reach
正确答案:【Richness;Ubiquity;Global Reach】
17、多选题：The growth of social e-commerce is driven by_________.
A:social sign-on
B:integrated social commerce tools
C:network notification
D:sharing of products, services, and content on social accounts
正确答案:【social sign-on;integrated social commerce tools;network notification;sharing of products, services, and content on social accounts】
18、多选题：Economists early visions about e-commerce include_________
A:disintermediation
B:Information asymmetry would be greatly reduced
C:Consumers are not price sensitive
D:a nearly perfect competitive
正确答案:【disintermediation;Information asymmetry would be greatly reduced;a nearly perfect competitive】
19、多选题：The Reinvention period is characterized by_________.
A:viral marketing
B:disintermediation
C:user-generated content
D:local economy
正确答案:【viral marketing;user-generated content;local economy】
20、多选题：The growth of social e-commerce is driven by_________.
A:integrated social commerce tools
B:social sign-on
C:sharing of products, services, and content on social accounts
D:network notification
正确答案:【integrated social commerce tools;social sign-on;sharing of products, services, and content on social accounts;network notification】
21、多选题：The unique features of e-commerce technology include:
A:Global Reach
B:Specific standards
C:Richness
D:Ubiquity
正确答案:【Global Reach;Richness;Ubiquity】
22、多选题：Economists early visions about e-commerce include_________
A:Information asymmetry would be greatly reduced
B:Consumers are not price sensitive
C:disintermediation
D:a nearly perfect competitive
正确答案:【Information asymmetry would be greatly reduced;disintermediation;a nearly perfect competitive】
23、多选题：The Reinvention period is characterized by_________.
A:user-generated content
B:disintermediation
C:viral marketing
D:local economy
正确答案:【user-generated content;viral marketing;local economy】
24、多选题：The growth of social e-commerce is driven by_________.
A:sharing of products, services, and content on social accounts
B:network notification
C:social sign-on
D:integrated social commerce tools
正确答案:【sharing of products, services, and content on social accounts;network notification;social sign-on;integrated social commerce tools】
25、多选题：Economists early visions about e-commerce include_________
A:Information asymmetry would be greatly reduced
B:Consumers are not price sensitive
C:a nearly perfect competitive
D:disintermediation
正确答案:【Information asymmetry would be greatly reduced;a nearly perfect competitive;disintermediation】
26、多选题：The Reinvention period is characterized by_________.
A:local economy
B:disintermediation
C:viral marketing
D:user-generated content
正确答案:【local economy;viral marketing;user-generated content】
第二章 单元测试
1、判断题：An e-commerce business model aims to use and leverage the unique qualities of the Internet, the Web, and the mobile platform.
A:错
B:对
正确答案:【对】
2、单选题：Which of the following is an example of the affiliate revenue model?
A:JD
B:QQ music
C:Amazon
D:eBay
正确答案:【Amazon】
3、单选题：Assume you are analyzing the market opportunity of a distance learning company, Learnmore.com, that creates education courses delivered over the Internet for the Fortune 1000 corporate market. Assume that the overall size of the distance learning market is $25 billion. The overall market can be broken down into three major market segments: Corporate, College, and Elementary/High School, each of which accounts for a third of the market. Within the Corporate market, there are two market niches: Fortune 1000, which accounts for 60% of the market, and all others, which together account for 40% of the market. What is Learnmore.com’s realistic market opportunity, approximately?
A:$6.6 billion
B:$25 billion
C:$5 billion
D:$165 billion
正确答案:【$5 billion】
4、单选题：All of the following can be considered a direct or indirect competitor of Amazon except:
A:Apple’s iTunes Store
B:Walmart
C:Priceline
D:eBay
正确答案:【Priceline】
5、单选题：All of the following may lead to a competitive advantage except:
A:less expensive suppliers
B:fewer products
C:better employees
D:superior products
正确答案:【fewer products】
6、判断题：The single most important element of a business model is the management team responsible for making the model work.
A:错
B:对
正确答案:【对】
7、判断题：Cooperation with key opinion leaders(KOL) has become the most popular marketing strategy for social media platforms and advertisers in China.
A:对
B:错
正确答案:【对】
8、单选题：Which of the following is an example of a company using the content provider model?
A:Netflix
B:Dell
C:Priceline
D:eBay
正确答案:【Netflix】
9、单选题：Which of the following is not a variation of the e-tailer business model?
A:virtual merchant
B:bricks-and-clicks
C:market creator
D:manufacturer-direct
正确答案:【market creator】
10、多选题：Which of the following belong to major types of e-tailers?
A:Community providers
B:bricks-and- clicks
C:manufacturer-direct
D:virtual merchant
正确答案:【bricks-and- clicks;manufacturer-direct;virtual merchant】
11、多选题：Service providers trade _________ for revenue.
A:Knowledge
B:Products
C:Expertise
D:Capabilities
正确答案:【Knowledge;Expertise;Capabilities】
12、判断题：On-demand service companies are characterized by the free sharing of resources between the company and consumers.
A:对
B:错
正确答案:【错】
13、单选题：A ______ is a digital network designed to coordinate the flow of communications among firms engaged in business together.
A:e-distributor
B:private industrial network
C:exchange
D:industry consortia
正确答案:【private industrial network】
14、多选题：Which of the following companies are examples of industry consortia?
A:Grainger
B:Ariba
C:Schaeffler
D:Bosch
正确答案:【Schaeffler;Bosch】
15、多选题：Which of the following are true for Walmart’s network?
A:It is one of the largest private industrial networks in the world
B:one of the largest private industrial networks in the world
C:monitor the actual inventory level of their goods
D:monitor the sales of their goods
正确答案:【It is one of the largest private industrial networks in the world;one of the largest private industrial networks in the world;monitor the actual inventory level of their goods;monitor the sales of their goods】
16、多选题：Which of the following belong to major types of e-tailers?
A:manufacturer-direct
B:bricks-and- clicks
C:Community providers
D:virtual merchant
正确答案:【manufacturer-direct;bricks-and- clicks;virtual merchant】
17、多选题：Service providers trade _________ for revenue.
A:Knowledge
B:Capabilities
C:Products
D:Expertise
正确答案:【Knowledge;Capabilities;Expertise】
18、多选题：Which of the following companies are examples of industry consortia?
A:Grainger
B:Ariba
C:Bosch
D:Schaeffler
正确答案:【Bosch;Schaeffler】
19、多选题：Which of the following are true for Walmart’s network?
A:one of the largest private industrial networks in the world
B:monitor the sales of their goods
C:monitor the actual inventory level of their goods
D:It is one of the largest private industrial networks in the world
正确答案:【one of the largest private industrial networks in the world;monitor the sales of their goods;monitor the actual inventory level of their goods;It is one of the largest private industrial networks in the world】
20、多选题：Which of the following are true for Walmart’s network?
A:monitor the sales of their goods
B:one of the largest private industrial networks in the world
C:It is one of the largest private industrial networks in the world
D:monitor the actual inventory level of their goods
正确答案:【monitor the sales of their goods;one of the largest private industrial networks in the world;It is one of the largest private industrial networks in the world;monitor the actual inventory level of their goods】
21、多选题：Which of the following belong to major types of e-tailers?
A:bricks-and- clicks
B:virtual merchant
C:Community providers
D:manufacturer-direct
正确答案:【bricks-and- clicks;virtual merchant;manufacturer-direct】
22、多选题：Service providers trade _________ for revenue.
A:Capabilities
B:Knowledge
C:Expertise
D:Products
正确答案:【Capabilities;Knowledge;Expertise】
23、多选题：Which of the following belong to major types of e-tailers?
A:Community providers
B:virtual merchant
C:manufacturer-direct
D:bricks-and- clicks
正确答案:【virtual merchant;manufacturer-direct;bricks-and- clicks】
24、多选题：Which of the following are true for Walmart’s network?
A:It is one of the largest private industrial networks in the world
B:monitor the sales of their goods
C:one of the largest private industrial networks in the world
D:monitor the actual inventory level of their goods
正确答案:【It is one of the largest private industrial networks in the world;monitor the sales of their goods;one of the largest private industrial networks in the world;monitor the actual inventory level of their goods】
第三章 单元测试
1、判断题：A roughly equal percentage of men and women use the Internet today.
A:对
B:错
正确答案:【对】
2、多选题：Consumer behavior is the study of how individuals, groups, and organizations_______goods, services, ideas, or experiences to satisfy their needs and wants.
A:Buy
B:Use
C:Dispose of
D:Select
正确答案:【Buy;Use;Dispose of;Select】
3、判断题：Chinese Singles’ Day shopping festival is a successful application of FOMO.
A:错
B:对
正确答案:【对】
4、多选题：A consumer’s buying behavior is influenced by independent demographic variables which include __________.
A:Social factors
B:Cultural factors
C:Marketing campaigns
D:Psychological factors
正确答案:【Social factors;Cultural factors;Psychological factors】
5、单选题：______occurs when a competitor clicks on search engine results and ads, forcing the advertiser to pay for the click even though the click is not justified.
A:Click fraud
B:Link farm
C:Ad Blocking
D:Bidding process
正确答案:【Click fraud】
6、多选题：How can a business optimize its website?
A:Carefully choose key words used on the Web pages
B:make a high bid in the SEM auction
C:design the site to be easily recognized and read by the search engine
D:update content frequently
正确答案:【Carefully choose key words used on the Web pages;design the site to be easily recognized and read by the search engine;update content frequently】
7、多选题：Both________ and _________ are the main things that determine your performance in the auction.
A:Topic of your website
B:Quality score
C:Brand
D:The maximum CPC
正确答案:【Quality score;The maximum CPC】
8、判断题：Organic search results depends on a biased algorithm.
A:错
B:对
正确答案:【错】
9、判断题：Amazon Associates Program is a private industrial networks.
A:对
B:错
正确答案:【错】
10、判断题：Context advertising is based on a pay-per-click basis.
A:错
B:对
正确答案:【对】
11、单选题：Advertising networks allow advertisers target specific customers based on the profile of the audience viewing the content. This is called __________.
A:context advertising
B:viral advertising
C:seach engine optimization
D:personalized advertising
正确答案:【personalized advertising】
12、单选题：Which of the following is NOT one of advertising networks’ functions?
A:Collect and share data with businesses.
B:Create a network of both publishers and advertisers and place relevant/personalized ads on publishers.
C:Handle the money involved.
D:Design advertisement.
正确答案:【Design advertisement.】
13、判断题：Rich Media Ads are also the least effective and the lowest cost form of online marketing.
A:错
B:对
正确答案:【错】
14、判断题：Rich Media Ads are far more effective than simple banner ads.
A:错
B:对
正确答案:【对】
15、判断题：Compared with other ad formats, sponsorships are not in an overtly commercial manner.
A:错
B:对
正确答案:【对】
16、多选题：Consumer behavior is the study of how individuals, groups, and organizations_______goods, services, ideas, or experiences to satisfy their needs and wants.
A:Select
B:Dispose of
C:Use
D:Buy
正确答案:【Select;Dispose of;Use;Buy】
17、多选题：A consumer’s buying behavior is influenced by independent demographic variables which include __________.
A:Cultural factors
B:Social factors
C:Psychological factors
D:Marketing campaigns
正确答案:【Cultural factors;Social factors;Psychological factors】
18、多选题：How can a business optimize its website?
A:make a high bid in the SEM auction
B:update content frequently
C:design the site to be easily recognized and read by the search engine
D:Carefully choose key words used on the Web pages
正确答案:【update content frequently;design the site to be easily recognized and read by the search engine;Carefully choose key words used on the Web pages】
19、多选题：Both________ and _________ are the main things that determine your performance in the auction.
A:Brand
B:The maximum CPC
C:Quality score
D:Topic of your website
正确答案:【The maximum CPC;Quality score】
20、多选题：Consumer behavior is the study of how individuals, groups, and organizations_______goods, services, ideas, or experiences to satisfy their needs and wants.
A:Buy
B:Use
C:Select
D:Dispose of
正确答案:【Buy;Use;Select;Dispose of】
21、多选题：A consumer’s buying behavior is influenced by independent demographic variables which include __________.
A:Cultural factors
B:Psychological factors
C:Marketing campaigns
D:Social factors
正确答案:【Cultural factors;Psychological factors;Social factors】
22、多选题：How can a business optimize its website?
A:Carefully choose key words used on the Web pages
B:make a high bid in the SEM auction
C:update content frequently
D:design the site to be easily recognized and read by the search engine
正确答案:【Carefully choose key words used on the Web pages;update content frequently;design the site to be easily recognized and read by the search engine】
23、多选题：Consumer behavior is the study of how individuals, groups, and organizations_______goods, services, ideas, or experiences to satisfy their needs and wants.
A:Use
B:Buy
C:Select
D:Dispose of
正确答案:【Use;Buy;Select;Dispose of】
24、多选题：Consumer behavior is the study of how individuals, groups, and organizations_______goods, services, ideas, or experiences to satisfy their needs and wants.
A:Dispose of
B:Buy
C:Use
D:Select
正确答案:【Dispose of;Buy;Use;Select】
第四章 单元测试
1、多选题：Which of the following are social marketing players?
A:Taobao
B:Tik Tok (抖音)
C:Pinterest
D:RED （小红书）
正确答案:【Tik Tok (抖音);Pinterest;RED （小红书）】
2、判断题：Social marketing strengthens the brand and drives sales by having conversation with customers.
A:对
B:错
正确答案:【对】
3、单选题：Which of the following is the online version of word-of-mouth advertising?
A:Viral marketing
B:Search engine marketing
C:Mobile marketing
D:Local marketing
正确答案:【Viral marketing】
4、多选题：The movie Ne Zha applied the following viral marketing strategies:______.
A:created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.
B:Many stars also forwarded posts about the movie and even cosplayed Ne Zha.
C:Good quality of the movie led to positive comments on Douban
D:there are numerous moments in the movie that were deeply resonant.
正确答案:【created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.;Many stars also forwarded posts about the movie and even cosplayed Ne Zha.;Good quality of the movie led to positive comments on Douban;there are numerous moments in the movie that were deeply resonant.】
5、单选题：________ refers to a more or less stable group of fans who are engaged and communicating with one another over a substantial period of time.
A:amplification
B:community
C:barnd strength
D:fan acquisition
正确答案:【community】
6、多选题：Marketers have a number of tactics to build communities, including
A:free gifts for bringing in new members.
B:inside information on new products
C:price discount for loyalty
D:guidance and recommendations for customers
正确答案:【free gifts for bringing in new members.;inside information on new products;price discount for loyalty;guidance and recommendations for customers】
7、判断题：The “always on, always with us”nature of smartphones greatly shortens the time available for marketing materials.
A:对
B:错
正确答案:【错】
8、判断题：2)The more people use their mobile devices to search for and obtain local services, the more opportunities there are for marketers to send targeted messages to consumers at just the right moment, at just the right location, and in just the right way.
A:对
B:错
正确答案:【对】
9、单选题：Which of the following accounts for the most mobile ad spending?
A:video ads
B:display ads
C:search engine advertising
D:SMS text messages
正确答案:【search engine advertising】
10、判断题：Chinese people primarily use mobile devices for shopping or buying.
A:错
B:对
正确答案:【错】
11、单选题：Which of the following is the most popular mobile marketing format?
A:display advertising
B:search engine advertising
C:mobile messaging
D:video advertising
正确答案:【search engine advertising】
12、判断题：Display advertising has the largest size of mobile marketing expenditures.
A:对
B:错
正确答案:【错】
13、单选题：Friend-finder services answer the question of __________.
A:Where is my child?
B:How am I doing in jogging?
C:Where are you? Where’s the crowd?
D:What’s the best restaurant in the neighborhood?
正确答案:【Where are you? Where’s the crowd?】
14、判断题：Local marketing is based on the marketing theory—demographic segmentation.
A:对
B:错
正确答案:【错】
15、多选题：The GPS receivers in the smartphones along with other techniques, meant that a user’s location could be fairly well known by _________.
A:cell phone manufacturers
B:Marketers
C:telecom carriers
D:service providers
正确答案:【cell phone manufacturers;Marketers;telecom carriers;service providers】
16、多选题：Which of the following are social marketing players?
A:RED （小红书）
B:Pinterest
C:Tik Tok (抖音)
D:Taobao
正确答案:【RED （小红书）;Pinterest;Tik Tok (抖音)】
17、多选题：Marketers have a number of tactics to build communities, including
A:guidance and recommendations for customers
B:inside information on new products
C:price discount for loyalty
D:free gifts for bringing in new members.
正确答案:【guidance and recommendations for customers;inside information on new products;price discount for loyalty;free gifts for bringing in new members.】
18、多选题：The GPS receivers in the smartphones along with other techniques, meant that a user’s location could be fairly well known by _________.
A:telecom carriers
B:Marketers
C:service providers
D:cell phone manufacturers
正确答案:【telecom carriers;Marketers;service providers;cell phone manufacturers】
19、多选题：Which of the following are social marketing players?
A:Pinterest
B:Taobao
C:Tik Tok (抖音)
D:RED （小红书）
正确答案:【Pinterest;Tik Tok (抖音);RED （小红书）】
20、多选题：The movie Ne Zha applied the following viral marketing strategies:______.
A:created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.
B:Many stars also forwarded posts about the movie and even cosplayed Ne Zha.
C:there are numerous moments in the movie that were deeply resonant.
D:Good quality of the movie led to positive comments on Douban
正确答案:【created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.;Many stars also forwarded posts about the movie and even cosplayed Ne Zha.;there are numerous moments in the movie that were deeply resonant.;Good quality of the movie led to positive comments on Douban】
21、多选题：Marketers have a number of tactics to build communities, including
A:inside information on new products
B:guidance and recommendations for customers
C:price discount for loyalty
D:free gifts for bringing in new members.
正确答案:【inside information on new products;guidance and recommendations for customers;price discount for loyalty;free gifts for bringing in new members.】
22、多选题：The GPS receivers in the smartphones along with other techniques, meant that a user’s location could be fairly well known by _________.
A:Marketers
B:cell phone manufacturers
C:service providers
D:telecom carriers
正确答案:【Marketers;cell phone manufacturers;service providers;telecom carriers】
23、多选题：Which of the following are social marketing players?
A:Pinterest
B:RED （小红书）
C:Taobao
D:Tik Tok (抖音)
正确答案:【Pinterest;RED （小红书）;Tik Tok (抖音)】
24、多选题：The movie Ne Zha applied the following viral marketing strategies:______.
A:Many stars also forwarded posts about the movie and even cosplayed Ne Zha.
B:Good quality of the movie led to positive comments on Douban
C:there are numerous moments in the movie that were deeply resonant.
D:created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.
正确答案:【Many stars also forwarded posts about the movie and even cosplayed Ne Zha.;Good quality of the movie led to positive comments on Douban;there are numerous moments in the movie that were deeply resonant.;created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.】
25、多选题：Marketers have a number of tactics to build communities, including
A:inside information on new products
B:free gifts for bringing in new members.
C:price discount for loyalty
D:guidance and recommendations for customers
正确答案:【inside information on new products;free gifts for bringing in new members.;price discount for loyalty;guidance and recommendations for customers】
26、多选题：The GPS receivers in the smartphones along with other techniques, meant that a user’s location could be fairly well known by _________.
A:Marketers
B:cell phone manufacturers
C:telecom carriers
D:service providers
正确答案:【Marketers;cell phone manufacturers;telecom carriers;service providers】
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