第一章測(cè)試Whichofthefollowingreferstoanydisparityinrelevantmarketinformationamongpartiesinatransaction?

A:dynamicpricing

B:unfaircompetitiveadvantage

C:imperfectcompetition

D:informationasymmetry

答案:DWhichofthefollowingstatementsistrueaboutthetraditionaltradeoffbetweentherichnessandreachofamarketingmessagepriortothedevelopmentoftheWeb?

A:Richnesswasunrelatedtoreach

B:Marketingmessageshadlittlerichness

C:Thesmallertheaudiencereached,thelessrichthemessage

D:Thelargertheaudiencereached,thelessrichthemessage

答案:DWhichofthefollowingisnotauniquefeatureofe-commercetechnology?

A:informationasymmetry

B:interactivity

C:socialtechnology

D:richness

答案:AE-commerceisavailablejustabouteverywhereandanytime.Thisisknownas:

A:reach

B:richness

C:informationdensity

D:ubiquity

答案:DInteractivitythatenablesproductcustomizationaltersindustrystructurebydecreasingthethreatofsubstitutes.

A:錯(cuò)

B:對(duì)

答案:BCosttransparencyreferstotheeasewithwhichconsumerscanfindoutthevarietyofpricesinamarket

A:對(duì)

B:錯(cuò)

答案:BTheuniquefeaturesofe-commercetechnologyinclude:

A:Richness

B:GlobalReach

C:Ubiquity

D:Specificstandards

答案:ABCThegrowthofsociale-commerceisdrivenby_________.

A:socialsign-on

B:networknotification

C:sharingofproducts,services,andcontentonsocialaccounts

D:integratedsocialcommercetools

答案:ABCDWhichofthefollowingisaleadingplatformforsociale-commerce?

A:eBay

B:Facebook

C:Wikipedia

D:Amazon

答案:BWhichtypeofe-commercegeneratedthelargestrevenue？

A:C2C

B:M-commerce

C:B2C

D:B2B

答案:DEconomistsearlyvisionsaboute-commerceinclude_________

A:Consumersarenotpricesensitive

B:disintermediation

C:Informationasymmetrywouldbegreatlyreduced

D:anearlyperfectcompetitive

答案:BCDWhichofthefollowingisnotacharacteristicofaperfectcompetitivemarket?

A:Itishighlyregulated

B:Customershaveaccesstoallrelevantinformationworldwide

C:Price,cost,andqualityinformationareequallydistributed

D:Anearlyinfinitesetofsupplierscompeteagainstoneanother

答案:AAllofthefollowingwerevisionsofe-commerceexpressedduringtheearlyyearsofe-commerceexcept:

A:friction-freecommerce

B:disintermediation

C:fastfolloweradvantage

D:anearlyperfectinformationmarketspace

答案:CTheReinventionperiodischaracterizedby_________.

A:user-generatedcontent

B:viralmarketing

C:disintermediation

D:localeconomy

答案:ABDTheearlyyearsofe-commerceareconsidered:

答案:C第二章測(cè)試Ane-commercebusinessmodelaimstouseandleveragetheuniquequalitiesoftheInternet,theWeb,andthemobileplatform.

A:對(duì)

B:錯(cuò)

答案:AWhichofthefollowingisanexampleoftheaffiliaterevenuemodel?

A:QQmusic

B:JD

C:Amazon

D:eBay

答案:CAssumeyouareanalyzingthemarketopportunityofadistancelearningcompany,L,thatcreateseducationcoursesdeliveredovertheInternetfortheFortune1000corporatemarket.Assumethattheoverallsizeofthedistancelearningmarketis$25billion.Theoverallmarketcanbebrokendownintothreemajormarketsegments:Corporate,College,andElementary/HighSchool,eachofwhichaccountsforathirdofthemarket.WithintheCorporatemarket,therearetwomarketniches:Fortune1000,whichaccountsfor60%ofthemarket,andallothers,whichtogetheraccountfor40%ofthemarket.WhatisL’srealisticmarketopportunity,approximately?

A:$25billion

B:$5billion

C:$165billion

D:$6.6billion

答案:BAllofthefollowingcanbeconsideredadirectorindirectcompetitorofAmazonexcept:

答案:AAllofthefollowingmayleadtoacompetitiveadvantageexcept:

A:superiorproducts

B:fewerproducts

C:betteremployees

D:lessexpensivesuppliers

答案:BThesinglemostimportantelementofabusinessmodelisthemanagementteamresponsibleformakingthemodelwork.

A:錯(cuò)

B:對(duì)

答案:BCooperationwithkeyopinionleaders(KOL)hasbecomethemostpopularmarketingstrategyforsocialmediaplatformsandadvertisersinChina.

A:對(duì)

B:錯(cuò)

答案:AWhichofthefollowingisanexampleofacompanyusingthecontentprovidermodel?

A:Dell

B:Priceline

C:Netflix

D:eBay

答案:CWhichofthefollowingisnotavariationofthee-tailerbusinessmodel?

A:bricks-and-clicks

B:virtualmerchant

C:manufacturer-direct

D:marketcreator

答案:DWhichofthefollowingbelongtomajortypesofe-tailers?

A:manufacturer-direct

B:Communityproviders

C:bricks-and-clicks

D:virtualmerchant

答案:ACDServiceproviderstrade_________forrevenue.

A:Knowledge

B:Expertise

C:Products

D:Capabilities

答案:ABDOn-demandservicecompaniesarecharacterizedbythefreesharingofresourcesbetweenthecompanyandconsumers.

A:錯(cuò)

B:對(duì)

答案:AA______isadigitalnetworkdesignedtocoordinatetheflowofcommunicationsamongfirmsengagedinbusinesstogether.

A:industryconsortia

B:e-distributor

C:exchange

D:privateindustrialnetwork

答案:DWhichofthefollowingcompaniesareexamplesofindustryconsortia?

A:Schaeffler

B:Ariba

C:Grainger

D:Bosch

答案:ADWhichofthefollowingaretrueforWalmart’snetwork?

A:monitortheactualinventoryleveloftheirgoods

B:oneofthelargestprivateindustrialnetworksintheworld

C:monitorthesalesoftheirgoods

D:Itisoneofthelargestprivateindustrialnetworksintheworld

答案:ABCD第三章測(cè)試AroughlyequalpercentageofmenandwomenusetheInternettoday.

A:對(duì)

B:錯(cuò)

答案:AConsumerbehavioristhestudyofhowindividuals,groups,andorganizations_______goods,services,ideas,orexperiencestosatisfytheirneedsandwants.

A:Use

B:Buy

C:Disposeof

D:Select

答案:ABCDChineseSingles’DayshoppingfestivalisasuccessfulapplicationofFOMO.

A:對(duì)

B:錯(cuò)

答案:AAconsumer’sbuyingbehaviorisinfluencedbyindependentdemographicvariableswhichinclude__________.

A:Psychologicalfactors

B:Culturalfactors

C:Marketingcampaigns

D:Socialfactors

答案:ABD______occurswhenacompetitorclicksonsearchengineresultsandads,forcingtheadvertisertopayfortheclickeventhoughtheclickisnotjustified.

A:AdBlocking

B:Linkfarm

C:Clickfraud

D:Biddingprocess

答案:CHowcanabusinessoptimizeitswebsite?

A:makeahighbidintheSEMauction

B:designthesitetobeeasilyrecognizedandreadbythesearchengine

C:updatecontentfrequently

D:CarefullychoosekeywordsusedontheWebpages

答案:BCDBoth________and_________arethemainthingsthatdetermineyourperformanceintheauction.

A:Qualityscore

B:Brand

C:ThemaximumCPC

D:Topicofyourwebsite

答案:ACOrganicsearchresultsdependsonabiasedalgorithm.

A:錯(cuò)

B:對(duì)

答案:AAmazonAssociatesProgramisaprivateindustrialnetworks.

A:錯(cuò)

B:對(duì)

答案:AContextadvertisingisbasedonapay-per-clickbasis.

A:錯(cuò)

B:對(duì)

答案:BAdvertisingnetworksallowadvertiserstargetspecificcustomersbasedontheprofileoftheaudienceviewingthecontent.Thisiscalled__________.

A:seachengineoptimization

B:personalizedadvertising

C:contextadvertising

D:viraladvertising

答案:BWhichofthefollowingisNOToneofadvertisingnetworks’functions?

A:Designadvertisement.

B:Createanetworkofbothpublishersandadvertisersandplacerelevant/personalizedadsonpublishers.

C:Handlethemoneyinvolved.

D:Collectandsharedatawithbusinesses.

答案:ARichMediaAdsarealsotheleasteffectiveandthelowestcostformofonlinemarketing.

A:錯(cuò)

B:對(duì)

答案:ARichMediaAdsarefarmoreeffectivethansimplebannerads.

A:對(duì)

B:錯(cuò)

答案:AComparedwithotheradformats,sponsorshipsarenotinanovertlycommercialmanner.

A:錯(cuò)

B:對(duì)

答案:B第四章測(cè)試Whichofthefollowingaresocialmarketingplayers?

A:RED

（小紅書(shū)）

B:Pinterest

C:Taobao

D:TikTok(抖音)

答案:ABDSocialmarketingstrengthensthebrandanddrivessalesbyhavingconversationwithcustomers.

A:錯(cuò)

B:對(duì)

答案:BWhichofthefollowingistheonlineversionofword-of-mouthadvertising?

A:Searchenginemarketing

B:Localmarketing

C:Viralmarketing

D:Mobilemarketing

答案:CThemovieNeZhaappliedthefollowingviralmarketingstrategies:______.

A:GoodqualityofthemovieledtopositivecommentsonDouban

B:therearenumerousmomentsinthemoviethatweredeeplyresonant.

C:createdpostsonWeibowithkeyswordssuchas“國(guó)漫崛起”，“東方神話IP”whicharousedaudience’spatrioticsentiment.

D:ManystarsalsoforwardedpostsaboutthemovieandevencosplayedNeZha.

答案:ABCD________referstoamoreorlessstablegroupoffanswhoareengagedandcommunicatingwithoneanotheroverasubstantialperiodoftime.

A:barndstrength

B:fanacquisition

C:community

D:amplification

答案:CMarketershaveanumberoftacticstobuildcommunities,including

A:insideinformationonnewproducts

B:guidanceandrecommendationsforcustomers

C:freegiftsforbringinginnewmembers.

D:pricediscountforloyalty

答案:ABCDThe“alwayson,alwayswithus”natureofsmartphonesgreatlyshortensthetimeavailableformarketingmaterials.

A:對(duì)

B:錯(cuò)

答案:B2)Themorepeopleusetheirmobiledevicestosearchforandobtainlocalservices,themoreopportunitiesthereareformarketerstosendtargetedmessagestoconsumersatjusttherightmoment,atjusttherightlocation,andinjusttherightway.

A:對(duì)

B:錯(cuò)

答案:AWhichofthefollowingaccountsforthemostmobileadspending?

A:SMStextmessages

B:videoads

C:searchengineadvertising

D:displayads

答案:CChinesepeopleprimarilyusemobiledevicesforshoppingorbuying.

A:錯(cuò)

B:對(duì)

答案:AWhichofthefollowingisthemostpopularmobilemarketingformat?

A:searchengineadvertising

B:displayadvertising

C:mobilemessaging

D:videoadvertising

答案:ADisplayadvertisinghasthelargestsizeofmobilemarketingexpenditures.

A:對(duì)

B:錯(cuò)

答案:BFriend-finderservicesanswerthequestionof__________.

答案:CLocalmarketingisbasedonthemarketingtheory—demographicsegmentation.

A:錯(cuò)

B:對(duì)

答案:ATheGPSreceiversinthesmartphonesalongwithothertechniques,meantthatauser’slocationcouldbefairlywellknownby_________.

A:telecomcarriers

B:Marketers

C:serviceproviders

D:cellphonemanufacturers

答案:ABCD第五章測(cè)試Virtualmerchantsfacepotentiallylargecostsforallofthefollowingexcept:

A:buildingandmaintainingphysicalstores

B:developingabrandname

C:buildingandmaintainingawebsite

D:buildinganorderfulfillmentinfrastructure

答案:AManufacturer-directfirmsareonlysingle-channelmanufacturers.

A:錯(cuò)

B:對(duì)

答案:AManufacturer-directmodelhasfollowingadvantages___________.

A:givethefirmcompletecontroloveritscustomerdatabase

B:createchannelconflicts

C:simplifythecompany’soperations

D:eliminatetheneedtosupportawholesaleandretailsalesnetwork

答案:ACD__________haveanetworkofphysicalstoresastheirprimaryretailchannel,butalsohaveonlineofferings.

A:bricks-and-clickscompanies

B:manufacture-directcompanies

C:virtualmerchants

D:omini-channelmerchants

答案:ADWhichofthefollowingaretrueforbigdataandpowerfulanalyticsprograms?

A:makepossiblepredictivemarketing

B:tosendpersonalizedmessagestocustomers

C:Intendtomakeconsumersallintobigspenders

D:recommendproductsbeforetheyask

答案:ABCDStitchFixonlyreliesonbigdatatoclothingitemsandaccessoriesforcustomers.

A:對(duì)

B:錯(cuò)

答案:BMassiveandwellservedSMEmarketisonedrivingforceofFintechinChina.

A:對(duì)

B:錯(cuò)

答案:BAntchecklater(花唄)givescreditratingstousersbyleveragingusers’merchantdataontheplatform.

A:錯(cuò)

B:對(duì)

答案:BPayment/remittanceshasthelargestsizeofFintechservices.

A:錯(cuò)

B:對(duì)

答案:BAntchecklater(花唄)isavirtualcreditcardtypeofproductthatfacilitatescreditpayments.

A:錯(cuò)

B:對(duì)

答案:BPurchaseofalltravelelementsare_________offeredbyonlinetravelsites.

A:community

B:content

C:customerservice

D:commerce

答案:DConsumers’travelrequirementsinclude_________.

A:reserving

B:comparisonshopping

C:researching

D:planning

答案:ABCDWhichofthefollowingisnotamajortrendintheonlinerecruitmentservicesindustry?

A:useofbigdatatechnologiesinthehiringprocess

B:MillennialsandGenXprimarilyusemobiledevicestosearchforjobs

C:disintermediation

D:socialrecruiting

答案:C“Passivetalent”referstopeoplewhoarenotactivelylookingforanewjob.

A:對(duì)

B:錯(cuò)

答案:ASharingeconomybusinessmodelhasnonegativeoutcomes.

A:錯(cuò)

B:對(duì)

答案:A第六章測(cè)試WhatdoesALaCartemean?

A:payandacquireallthecontent

B:basicservicesarefreebutmoreadvancedfeaturesmustbepaidfor

C:allyoucaneat

D:payforwhatyouuse

答案:DWhichoneistrueforFreemium?

A:payforwhatyouuse

B:basicservicesareprovidedfreeofcharge

C:moreadvancedfeaturesmustbepaidfor

D:payandacquireallthecontent

答案:BCThere’snothingcontradictoryaboutallthreemodels:subscription,ALaCarteandfreemium.

A:錯(cuò)

B:對(duì)

答案:B__________referstotheconvergenceofdesign,production,anddistributionofthecontent.

A:contentconvergence

B:technologicalconvergence

C:industrystructureconvergence

D:mediaconvergence

答案:AWhichofthefollowingisnotanexampleofindustrystructureconvergence?

A:Apple’sdevelopmentoftheiPad

B:AT&T’sacquisitionofTimeWarner

C:Amazon’screationofAmazonBooksPublishing

D:Verizon’sacquisitionofYahoo

答案:AWhichofthefollowingtypesofonlinecontentisconsumedbythelowestpercentageofInternetusers?

A:magazines

B:e-books

C:video

D:digitalaudio

答案:AWhichofthefollowingisnotanadvantagethatpuredigitalnewssiteshaveoverprintnewspapers?

A:Theyofferhigherqualityjournalism

B:Theycancreatenewworkflowsandbusinessprocessesthataremoretimelyandefficient

C:Theyhavealowercoststructure

D:Theycantakeadvantageofnewertechnologiesforproducingthenews

答案:AWhichofthefollowingaretrueforprint-centricperiod?

A:Thetoppriorityisproducingthemostengaging,continuallyupdateddigitaledition

B:Therewerenochanceforthemtohaveanyinteractions

C:Thetechnologyplatformwasthedesktoporlaptopplatform

D:Newspapersadoptedmultimediaelementssuchasvideo,addedmoreinteractiveelementslikecrosswordpuzzlesandcontests

答案:BC“Contentisking”meansowninghigh-qualitycontentprovidesagoldenopportunitytogeneraterevenue.

A:對(duì)

B:錯(cuò)

答案:AInthetraditionalprocess,pricesdeterminedlargelybytheauthor.

A:對(duì)

B:錯(cuò)

答案:BAmazon’sdigitalecosystemsbroughtunprecedentedchangetoonlinebookintermsof___________.

A:Readership

B:Authorship

C:Publishing

D:Content

答案:ABCD________wassuedbytheJusticeDepartmentforviolatingantitrustlawsinconnectionwithe-books.

A:Amazon

B:Google

C:Barnes&Noble

D:Apple

答案:DWhichofthefollowingstatementsisnottrueaboutOTT?

A:OTTentertainmentservicesareathreattocable/satellitetelevisiondeliverysystems

B:OTTenablesautomaticadvertisingtransactions

C:OTTservicesincludetheabilitytodownloadcontentafterpurchaseorrental,aswellassubscriptionstreamingand“l(fā)ive”TVservices

D:Itischangingtelevisionfroma“l(fā)eanforwardandengage”experienceintoa“l(fā)eanbackandenjoy”experience

答案:DStreaminghasreplaceddownloadingasthepreferredconsumerviewingplatformforhomeentertainmentcontent.

A:錯(cuò)

B:對(duì)

答案:BWhichofthefollowingaretrueforOTTadvertising?

A:Commercialsarebasedonherlocation,interestanddemographics

B:Itputsmoreattentiononthecontent

C:OTTadvertisingisoftenboughtandsoldprogrammatically

D:Itallowstheadvertiserstoreachtherightaudienceattherighttime

答案:ACD第七章測(cè)試Socialnetworksattractpeoplewithsharedinterests,suchas________.

A:hobbies

B:sports

C:religion

D:vacations

答案:ABDDoubanisanexampleofa(n)________socialnetwork.

A:interest-based

B:affinity-based

C:practice-based

D:general

答案:AWithAPItechnology,Facebookopensupitsplatformandgivesotherappsorwebsitestheaccesstoitsdata.

A:對(duì)

B:錯(cuò)

答案:AWhichofthefollowingaretrueforgeneralcommunity?

A:Thebusinessmodelofgeneralcommunitiesistypicallyadvertisingsupportedbysellinggoods

B:Typicalexamplesincludefacebook,QQzone,Douban

C:Thepurposeofthegeneralcommunityistoattractlargeenoughaudience

D:Facebookisworld’smostpopularonlinesocialnetworkwiththelargestnumberofmonthlyactiveusers

答案:CDAwebsitedesignedaroundacommunityofmemberswhoself-identifywithademographicorgeographiccategoryisclassifiedasa(n):

A:affinitycommunity

B:practicenetwork

C:sponsoredcommunity

D:interest-basedsocialnetwork

答案:A爸媽網(wǎng)is____________designedtoattractparentsbyofferingdiscussionandservicesthatfocusonEnglisheducationforearlychildhood.

A:Generalcommunity

B:Practicenetwork

C:Interest-basedsocialnetwork

D:Affinitycommunity

答案:DSponsoredcommunitiesareallnon-profitonlinecommunitiesforthepurposeofpursuingorganizationalgoals.

A:錯(cuò)

B:對(duì)

答案:AWhichofthefollowingistheexampleofsponsoredcommunity?

A:Douban

B:ResearchGate

C:水木社區(qū)

D:L

答案:CResearchGate

isa__________forscientistsandresearcherstosharepapers,askand答案questions,andfindcollaborators.

A:Generalcommunity

B:Affinitycommunity

C:Interest-basedsocialnetwork

D:Practicenetwork

答案:DWhichofthefollowingaregoalsofsponsoredcommunities?

A:Todevelopinternalsocialnetworks

B:Toshareknowledge

C:Toincreasetheinformationavailabletoitsmembers

D:Tosellgoods

答案:ABCSocialmediainfluencerisalsocalledInternetcelebrity.

A:對(duì)

B:錯(cuò)

答案:AInwhatwayscaninfluencersturnthetrafficintorealcash?

A:receivingvirtualgifts

B:postingviralvideosonvideohostingcommunities

C:showingadvertisements

D:directingtheirfanstoonlineshops

答案:ACDWhichofthefollowingaretrueforthesocialmediainfluencerLiJiaqi(李佳琦)?

A:Themediahasdubbedhimthe“LipstickKing”

B:Hegivesasubjectivecommentontheproducts,notjustbragging.Hisfansreallyappreciatehissincerity

C:Hehasnotcooperatedwithcelebrities

D:Heisa

Chinese

foodandcountry-lifeblogger

答案:ABSocialnetworksalsopresentenormousrisksforindividuals,communities,firms,andevenforsocietyasawhole.

A:錯(cuò)

B:對(duì)

答案:BWhichofthefollowingaretrueforFacebook’sCambridgeAnalytica

datascandal?

答案:ABC第八章測(cè)試AllofthefollowingarethebenefitsforB2BE-commerceexcept:

A:Increaseopportunitiesforcollaboratingwithsuppliersanddistributors

B:Visibilitycanbefullyrealized

C:Increaseproductionflexibility

D:Decreaseproductcycletime

答案:BWhichofthefollowingaretrueforB2BE-commerce?

A:manyFortune1000supplychainsarerisky,vulnerable,andsociallyandenvironmentallyunsustainable

B:Lowersearchcostsforbuyers

C:Lowertransactioncosts

D:Creategreaterpricetransparency

答案:ABCD________purchasinginvolvesthepurchaseofgoodsbasedonimmediateneedsinlargermarketplacesthatinvolvemanysuppliers.

A:Vertical

B:Spot

C:Indirect

D:Bulk

答案:BMROgoodsarealsoknownasdirectgoods.

A:錯(cuò)

B:對(duì)

答案:AIndirectgoodsareallothergoodsnotdirectlyinvolved