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1) Offline media is typically used for all of the following marketing activities except: 1. A) education. 2. B) exposure. 3. C) conversation. 4. D) branding. Answer: C Difficulty: Difficult AAC... SB: Application of knowledge LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 2) The cost of hardware, software, and telecommunications services needed to build a Web site have ________ over the last decade. 1. A) increased dramatically 2. B) increased moderately 3. C) decreased dramatically 4. D) decreased slightly Answer: C Difficulty: Moderate AACSB: Application of knowledge LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 3) Which of the following types of e-commerce presence is best suited for creating an ongoing conversation with one's customers? 1. A) Web site 2. B) e-mail 3. C) social media 4. D) offline media Answer: C Difficulty: Moderate AACSB: Application of knowledge LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 4) In developing an e-commerce presence, what questions must be asked and answered about the firm's target audience? Answer: Without a clear understanding of a firm's target audience, it is difficult to develop a successful e-commerce presence. There are two primary questions: who is the target audience and where can they best be reached? A target audience can be described in a number of ways: demographics, behavior patterns (lifestyle), current consumption patterns (online vs. offline purchasing), digital usage patterns, content creation preferences (blogs, social networks, sites like Pinterest), and buyer personas (profiles of your customer). Understanding the demographics of the firm's target audience is usually the first step. Demographic information includes age, income, gender, and location. Difficulty: Moderate AACSB: Application of knowledge; Written and oral communication LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 5) What are the phases, activities, and milestones for developing an e-commerce presence for a typical start-up Web site over a one-year period? Answer: A one-year e-commerce presence timeline might include the following phases, activities, and milestones. Phase 1/Planning, in which an e-commerce presence would be envisaged and personnel developed, with a milestone of creating a mission statement; Phase 2/Web site development, in which content would be acquired, a site design developed, and hosting arranged for the site, with a milestone of creating a Web site plan; Phase 3/Web implementation, in which keywords and metatags would be developed, search engine optimization strategies deployed, and potential sponsors identified, with a creation of a functional Web site as the milestone; Phase 4/Social media plan, in which appropriate social platforms and content for products and services would be identified, with the creation of a social media plan as the milestone; Phase 5/Social media implementation, in which a Facebook, Twitter, Pinterest and other social media presence would be developed, with a functioning social media presence as the milestone; and Phase 6/Mobile plan, in which a mobile plan would be developed with options for porting the Web site to the mobile platform considered, and with a mobile media plan as the relevant milestone. Phase 6/Mobile plan might also be the first phase for a firm that wanted to employ mobile first design. Difficulty: Moderate AACSB: Application of knowledge; Written and oral communication LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 6) Your e-commerce design company has received an RFP to help create an e-commerce presence for Tucci's, a renowned gourmet and specialty butcher that now wishes to sell goods over the Internet. Describe the elements you will include in your proposal to Tucci's. Answer: Student answers will vary, but should include the following: Elements that will be in the proposal include the (1) business goals, or vision, or mission statement, (2) identification of the target audience, (3) description of the marketspace, (4) a strategic analysis or SWOT analysis, (5) the content to be included, (6) a development timeline, and (7) a budget. Other recommendations that the student should mention include using social, local, or mobile marketing. Difficulty: Moderate AACSB: Analytical thinking; Information technology; Written and oral communication LO: 4.1: Understand the questions you must ask and answer, and the steps you should take, in developing an ecommerce presence. 7) What are the two most important management challenges in building a successful e-commerce presence? 1. A) developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives 2. B) having an accurate understanding of your business environment and an achievable business plan 3. C) building a team with the right skill sets and closely managing the development process 4. D) identifying the key components of your business plan and selecting the right software, hardware, and infrastructure for your site Answer: A Difficulty: Difficult AACSB: Application of knowledge LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 8) In order from beginning to end, the major steps in the SDLC are: 1. A) systems analysis/planning; systems design; building the system; testing; and implementation. 2. B) systems design; testing; building the system; and implementation. 3. C) systems analysis/planning; systems design; building the system; implementation; and testing. 4. D) systems analysis/planning; implementation; building the system; and testing. Answer: A Difficulty: Difficult AACSB: Application of knowledge LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 9) ________ are the types of information systems capabilities needed to meet business objectives. 1. A) Information requirements 2. B) System functionalities 3. C) System design specifications 4. D) Physical design specifications Answer: B Difficulty: Moderate AACSB: Application of knowledge LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 10) Which of the following basic system functionalities is used to display goods on a Web site? 1. A) product database 2. B) digital catalog 3. C) shopping cart system 4. D) customer database system Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 11) Which system functionality must your Web site have in order to be able to personalize or customize a product for a client? 1. A) an ad server 2. B) a site tracking and reporting system 3. C) an inventory management system 4. D) customer on-site tracking Answer: D Difficulty: Difficult AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 12) Which of the following are the two main components of a systems design? 1. A) logical design and physical design 2. B) behavioral design and technological design 3. C) business objectives and technology requirements 4. D) front-end systems and back-end systems Answer: A Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 13) Which of the following helps you engage your customers in a conversation? 1. A) shopping cart 2. B) product database 3. C) on-site blog 4. D) site tracking and reporting system Answer: C Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 14) Which of the following is not one of the basic business objectives for an e-commerce site? 1. A) display goods 2. B) execute a transaction 3. C) provide production and supplier links 4. D) optimize system architecture Answer: D Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 15) All of the following are basic information requirements for a product database except: 1. A) product descriptions. 2. B) stock numbers. 3. C) customer ID numbers. 4. D) inventory levels. Answer: C Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 16) Which of the following typically includes a data flow diagram to describe the flow of information for an ecommerce site? 1. A) physical design 2. B) logical design 3. C) testing plan 4. D) co-location plan Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 17) Which of the following details the actual hardware components to be used in a system? 1. A) architecture plan 2. B) system functionalities plan 3. C) logical design 4. D) physical design Answer: D Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 18) Which of the following verifies that the business objectives of the system as originally conceived are in fact working? 1. A) system testing 2. B) acceptance testing 3. C) unit testing 4. D) implementation testing Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 19) Which of the following involves testing a site program's modules one at a time? 1. A) system testing 2. B) acceptance testing 3. C) unit testing 4. D) implementation testing Answer: C Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 20) Most of the time required to maintain an e-commerce site is spent on: A) debugging code. B) responding to emergency situations. C) general administration and making changes and enhancements to the system. D) changes in reports, data files, and links to backend databases. Answer: C Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 21) All of the following are simple steps for optimizing Web page content that can reduce response times except: A) reducing unnecessary HTML comments. B) segmenting computer servers to perform dedicated functions. C) using more efficient graphics. D) avoiding unnecessary links to other pages on the site. Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 22) Which of the following is the minimum system architecture requirement for an e-commerce Web site that processes orders? A) single-tier architecture B) two-tier architecture C) three-tier architecture D) multi-tier architecture Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 23) All of the following offer Web site building tools except: A) Weebly. B) Google Sites. C) WordPress. D) Apache. Answer: D Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 24) All of the following are major players in hosting/co-location/cloud services except: A) GoDaddy. B) WordPress. C) Rackspace. D) CenturyLink. Answer: B Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 25) Which form of testing compares a control page with one that is very different? A) template test B) new concept test C) funnel test D) system test Answer: B Difficulty: Moderate AACSB: Application of knowledge LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 26) A template test is a form of which type of testing? A) unit testing B) system testing C) acceptance testing D) A/B testing Answer: D Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 27) When using multivariate testing, if you wish to test two different versions of an image, a button, and a piece of text, how many combinations will you need to test? A) 2 B) 4 C) 6 D) 8 Answer: D Difficulty: Difficult AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 28) The process of comparing a Web site with that of its competitors in terms of response speed, quality of layout, and design is known as: A) split testing. B) funnel testing. C) benchmarking. D) system testing. Answer: C Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. 29) The systems development life cycle methodology that can be used to create an e-commerce Web site has five major steps. Answer: TRUE Difficulty: Moderate AACSB: Information technology LO: 4.2: Explain the process that should be followed in building an e-commerce presence. [Show More]

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