Internet Marketing Integrating Online and Offline Strategies 3rd Edition By Roberts And Zahay – Test Bank
Chapter 1: Internet Marketing as Part of the Marketing Communications Mix
MULTIPLE CHOICE
1.________ is the communications protocol that provides the common “language” of Internet computing.
|
a. |
TCP/IP |
|
b. |
HTML |
|
c. |
The graphic browser |
ANS:AREF: p. 4
2.________ is the feature of the Internet that allows users to move easily from one document to another.
|
a. |
Telecommunications |
|
b. |
Common platform |
|
c. |
Hypertext |
ANS:CREF: p. 5
3.Which is not among the four distinct generic goals of Internet marketing?
|
a. |
Acquisition |
|
b. |
Conversion |
|
c. |
Mobile access |
ANS:CREF: p. 10
4.The Sabre System is an example of:
|
a. |
a new service made possible by the Internet. |
|
b. |
an information product. |
|
c. |
a product targeted solely at the consumer market. |
ANS: B REF: p. 7
5.Objectives that can be appropriate for Internet marketing include:
|
a. |
building loyal customer relationships. |
|
b. |
doubling the customer base. |
|
c. |
decreasing the need for customer service. |
ANS: A REF: p. 10
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