Chapter 10 & 11 Deck Flashcards
Which of the following is not a reason for advertising online?
Companies can collect personal information from those using their websites and possibly sell this information to others
Which of the following is an advantage of setting up an online store (rather than a brick-and-mortar store)
Online stores are better able to capture data on its customers and their preferences
Some potential customers are unwilling to buy online because
they cannot see the product itself
Digital marketing uses digital technology to sell products. Which of the following is not an advantage of digital ads from the viewpoint of the seller?
if you place a digital ad, you can be sure your ad will be seen
A pricing strategy where the price of an item fluctuates frequently based on complicated algorithms is called
dynamic pricing
Which statement about content marketing is false?
If you write a blog as part of a content marketing campaign, you can be sure it will be read.
An empty hotel room brings in no revenue. Then why wouldn’t a hotel manager at a luxury hotel or resort offer a very low, last-minute rate for an unfilled room?
to avoid “cheapening” the reputation of the luxury hotel
In a recent survey ( ) Americans reported that they do not trust businesses with their personal information online.
approximately 45%
Which pricing approach calculates the amount that can be spent to make a product by determining how much consumers are willing to pay and then subtracting a reasonable profit?
target costing
Which of the following is false about dynamic pricing?
All consumers are happy with dynamic pricing
( ) are electronic collections of related data that can be accessed by various members of an organization.
Databases
By ( ) its customer-based data warehouse, a firm can discover previously unknown relationships between customers in general and certain groups of customers.
data-mining
A ( ) verifies the identity of a computer site and sends you a digital certificate of authenticity stating that it trusts that site.
certificate authority
You work for a company that manufactures and sells guitars. What type of computer system allows you and others in your organization to quickly find out whether a particular guitar is in stock, determine the expected delivery date, find out your customer’s credit rating, and find the current selling price of the guitar?
Enterprise resource planning (ERP) system
In addition to data that you supply willingly, information about you can be gathered online without your knowledge or consent by means of so-called
“cookies”
Which of the following is a disadvantage of cloud computing?
Security issues, such as unauthorized access to data, increase.
An enterprise resource planning system does all of the following except
planning operations processes
Using a technique called ( ), computer criminals disguise their identities by modifying the addresses of the computers from which they launch their schemes.
spoofing
Which of the following is not a reason why some people regard the Internet as an unsafe place to do business?
Encryption permits unauthorized individuals to develop a profile of your buying habits.
To convince consumers that it’s safe to buy things over the Internet, businesses must
- keep credit-card numbers safe
- protect passwords
- protect personal information
What is dynamic pricing used for?
sellers and service providers use this to monitor fluctuations in the prices of consumer’s goods or services as well as consumer demand, etc.
Facebook decided to follow the ( ) and set the price for the Oculus Rift high.
skimming approach
Starwood Hotels and Resorts used a form of dynamic pricing called a ( ) —analytics software that improves demand forecasting and automatically updates the pricing of its rooms using hundreds of supply and demand variables.
Revenue Optimization System
What are two ways new technologies are helping supply chain members reduce costs and improve service?
- Wireless technologies and cloud computing
2. Radio-frequency identification (RFID tags)
( ) performs computer tasks using services provided over the Internet.
cloud computing
( ) uses digital technology to sell products.
digital marketing
( ) focuses on selling a product to a specific demographic through traditional outreach, such as paid advertisements, television commercials, and direct mail..
product marketing
( ) is intended to attract potential buyers by building a strong brand reputation through online content.
content marketing
What are the advantages of product marketing?
- guaranteed visibility
- fast results
- straightforward approach
What are the advantages of content marketing?
- budget-friendly
- long-term results
- builds customer relationships
What is the relationship between content marketing and social media marketing?
content marketing creates attention-grabbing content and show this content to customers and others through social media.
( ) is used to describe extremely large collections of data, which are analyzed by computers to reveal useful consumer information, such as customer’s buying habits, personal profiles, purchases and social conversations.
Big data
( ) can be generated internally or acquired through business services companies.
Big Data
Some of the ways in which Big Data benefits marketing initiatives include:
- Giving Great Offers to Existing Customers
- Identifying New Customers
- Making More Profitable Ads
The ( ) is an important ethical issue in the collection of data. This right lets individuals decide who should have access to their personal information.
right to privacy
The items that you got wrong are merely ( )—unprocessed facts. ( ) are data that have been processed, or turned into some useful form.
data/information
( ) the combination of technologies, procedures, and people who collect and distribute the information needed to make decisions and coordinate and control company-wide activities.
information systems (IS)
The IS is operated by a senior management team that includes a ( ) who oversees information and telecommunications systems.
chief information officer (CIO)
A ( ) reports to the CIO and oversees IT planning and implementation.
chief technology officer
( ) need information for planning, setting objectives, and making major strategic decisions. ( ) need information that helps them allocate resources and oversee the activities under their control. ( ) require information that helps them supervise employees, oversee daily operations, and coordinate activities.
top managers/middle managers/first-line managers
Caesars relies on an ( ) that allows real-time communication among all its properties.
integrated IT system
Many large and mid-size companies rely on a highly integrated system called an ( ) to channel information to multiple users.
enterprise resource planning (ERP) system
An ERP system integrates the computer needs of all business activities ( ) into a single computer system that serves all users.
across the enterprise
A ( ) is a centralized database in which data from several databases are consolidated and organized so that they can be easily analyzed.
data warehouse
( ) are generally used by managers at lower levels of the organization—those who run day-to-day business operations and make fairly routine decisions.
Operations support systems
( ) refers to the application of technology to monitor and control physical processes.
Process control
Mid- and upper-level managers may use one of four types of ( ) to assist in decision-making activities: management information systems, decision support systems, executive information systems, and expert systems.
management support system
A ( ) is an interactive system that collects, displays, and integrates data from multiple sources to help managers make nonroutine decisions.
decision support system
( ) are programs that mimic the judgment of experts by following sets of rules that experts would follow.
expert systems
An IS, or information system, can be divided into two categories:
- Those that meet the needs of low-level managers
2. Those that meet the needs of middle- and upper-level managers
( ) performs particular tasks, including word processing, creating and managing spreadsheets, designing graphical presentations, and producing high-quality printed documents (desktop publishing).
applications software
A ( ) links computers that are in close proximity—in the same building or office complex.
local area network (LAN)
A ( ) covers a relatively large geographical area and connects computers by telephone lines, wireless technology, or satellite.
wide area network (WAN)
( ) include a number of client machines (the ones used by employees for data input and retrieval) and a server (which stores the database and the programs used to process the data).
client-server systems
( ) transmit digital data (numeric data, text, graphics, photos, video, and voice) from one computer to another using a variety of wired and wireless communication channels.
data communication networks
The ( ) is an immense global network comprising smaller interconnected networks linking millions of computers around the world.
Internet
Companies that link into the Internet infrastructure to connect paying subscribers.
Internet service providers
The ( ) is a subsystem of computers that can be accessed on the Internet using a special protocol, or language, known as ( ).
World Wide Web/hypertext transfer protocol (HTTP)
( ) are software (such as Internet Explorer) that locates and displays Web pages.
browsers
Documents on the Web are called ( ), and they’re stored on ( ).
web pages/websites
Each Web page is accessed through a unique address called a ( ).
uniform resource locator (URL)
A computer that retrieves Web pages is called a ( ).
webserver
A ( ) is a software program that scans Web pages containing specified keywords and provides a list of documents containing them.
search engine
Private network using Internet technologies that are available only to employees.
intranet
An ( ) is an intranet that’s partially available to certain parties outside the organization.
extranet
Why do businesses use the Internet? List four reasons.
- Presenting information
- Selling products
- Distributing digital products
- Acquiring goods and services
Many companies now use a technology called ( ) to process transactions and transmit purchasing documents directly from one IS to another.
electronic data interchange
A company without a significant physical presence that relies on third parties to produce, warehouse, price, and deliver the products it sells over the Internet.
virtual company
Businesses that operate in e-commerce presents its own challenges, which are:
- malicious programs (can wreak havoc to computer systems)
- Unauthorized parties gaining access to restricted company websites (stealing funds or goods)
- Firewalls
A ( ), for example, prevents a Web server from servicing authorized users; the culprit demands a ransom to stop the attack.
denial-of-service attack
Companies that use the Internet to create and sell intellectual property (such as songs, movies, and software) face the problem of ( ).
piracy
One effective method for protecting computer-stored information is ( )—the process of encoding data so that only individuals (or computers) armed with a secret code (or key) can decode it.
encryption
A commonly used encryption scheme is a ( ), which directs the user’s browser to ask a site to authenticate itself.
secure sockets layer (SSL)
