電子商務(wù)導(dǎo)論

Chapter1OverviewofElectronicCommerce

1.1True/False

1)Everycompanyneedsabusinessmodeldescribinghowthecompanyoperates,howitgeneratessales,andhowitprovidesvaluetothecustomersandeventuallyprofittoitsowners.

Answer:TRUE

2)Thetermse-commerceande-businesscanbeusedinterchangeably.

Answer:TRUE

3)TheformECtakesdependsonthedegreeofdigitizationoftheproductsold,theprocess,andthedeliverymethod.

Answer:TRUE

4)Inorderforasituationtobeconsideredaselectroniccommerce,theproduct,process,anddeliverymethodshouldallbedigital.

Answer:FALSE

5)PurchasingacomputerfromDell'sWebsiteispartialECbecausethemerchandiseisphysicallydelivered.

Answer:TRUE

6)Acanbeclassifiedasaclick-and-mortarorganization.

Answer:TRUE

7)Pure-playorganizationsareold-economyorganizationsthatperformtheirprimarybusinessoffline,sellingphysicalproductsbymeansofphysicalagents.

Answer:FALSE

8)AccordingtoMockler,over85percentofECvolumeisB2B.

Answer:TRUE

9)TransactionsconductedonPareexamplesofcollaborativecommerce.

Answer:FALSE

10)TheintroductionoftheWorldWideWebwasamajormilestoneinelectroniccommercedevelopment.

Answer:TRUE

11)Onlinepublishingisanelectroniccommerceapplication.

Answer:TRUE

12)ApersonpurchasingapairofshoesfromZapposisanexampleofB2B.

Answer:FALSE

13)Economic,legal,societal,andtechnologicalfactorshavecreatedahighlycompetitivebusinessenvironmentinwhichcustomersarebecominglesspowerful.

Answer:FALSE

14)Businessmodelsareasubsetofabusinessplanorbusinesscaseandrefertomethodsofdoingbusinessbywhichacompanycangeneraterevenue.

Answer:TRUE

15)Thestructureofasocialnetworkisoftenverysimple.

Answer:FALSE

1.2MultipleChoice

1)Theprocessofbuying,selling,orexchangingproducts,services,orinformationviathecomputerbestdefines

A)electroniccollaboration. B)electroniccommerce.

C)Tweeting. D)cybersales.

Answer:B

2)AbroaderdefinitionofECthatincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartners,andconductingelectronictransactionswithinanorganizationbestdefines

A)e-business. B)e-tailing.

C)e-collaboration. D)cyberbusiness.

Answer:A

3)ECcantakeseveralformsdependingonthedegreeofdigitizationofthefollowingthreedimensions:

A)theproductorservicesold,theprocess,andthedeliverymethod.

B)thebusinessprocess,thecollaboration,andthetransaction.

C)thepaymentmethod,thedeliverymethod,andtheproductionmethod.

D)themarketingchannel,theagent,andthecollaborationmethod.

Answer:A

4)Dellcollaboratingelectronicallywithitspartnersandprovidingcustomerserviceonlineisanexampleof

A)B2C. B)e-CRM.

C)C2B. D)B2B2C.

Answer:B

5)Electroniccommerceapplicationsinclude

A)directmarketing. B)onlinebanking.

C)m-commerce. D)alloftheabove.

Answer:D

6)SupportareasforECincludeeachofthefollowingexcept

A)infrastructure. B)people.

C)publicpolicy. D)businesspartnerships.

Answer:A

7)Thee-commercemodelinwhichalloftheparticipantsarebusinessesorotherorganizationsiscalled

A)business-to-consumer. B)business-to-business.

C)business-to-business-to-consumer. D)consumer-to-consumer.

Answer:B

8)Thee-commercemodelinwhichabusinessprovidessomeproductorservicetoaclientbusinessthatmaintainsitsowncustomersiscalled

A)business-to-consumer. B)business-to-business.

C)business-to-business-to-consumer. D)consumer-to-consumer.

Answer:C

9)Ebayauctionsaremostly

A)business-to-employees. B)consumer-to-business.

C)business-to-consumer. D)consumer-to-consumer.

Answer:D

10)ThesecondgenerationofInternet-basedservicesthatletspeoplecollaborateandshareinformationonlineinnewways,suchassocialnetworkingsites,wikis,communicationtools,andfolksonomiesbestdefines

A)Wii. B)Web2.0. C)EC2.0. D)SNS2.

Answer:B

11)UsingWeb2.0tools,companiescan

A)encourageconsumerstorateandcommentonproducts.

B)allowconsumerstocreatetheirowntopicareasandbuildcommunities.

C)provideincentivessuchassweepstakesandcontestsforcustomerstogetinvolvedinnewproductorservicedesignandmarketingcampaigns.

D)doalloftheabove.

Answer:D

12)A________isacompany'smethodofdoingbusinesstogeneraterevenuetosustainitself.

A)marketingstrategy B)businessmodel

C)valuechain D)businessplan

Answer:B

13)Accordingtothe________revenuemodel,customerspayafixedamount,usuallymonthly,toreceivesometypeofservice.

A)subscriptionfees B)transactionfees

C)advertisingfees D)affiliatefees

Answer:A

14)Whichofthefollowingisnotamajorrevenuemodel?

A)attributivefee B)sales

C)transactionfees D)subscriptionfees

Answer:A

15)Largeprivateorganizationalbuyersandgovernmentagenciesmakelarge-volumeorlarge-valuepurchasesthrough________,alsoknownasreverseauctions.

A)electronictenderingsystems B)onlinedirectmarketing

C)name-your-own-pricemodels D)viralmarketing

Answer:A

1.3FillintheBlank

1)________istheprocessofbuying,selling,transferring,orexchangingproducts,services,and/orinformationviacomputer.

Answer:Electroniccommerce

2)________areorganizationsthatconductsomee-commerceactivities,usuallyasanadditionalmarketingchannel.

Answer:Click-and-mortarorganizations

3)________describesthehardware,software,andnetworksusedinEC.

Answer:Infrastructure

4)Thee-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganizationis________.

Answer:intrabusinessEC

5)________isthee-commercemodelinwhichindividualsorgroupscommunicateorcollaborateonline.

Answer:Collaborativecommerce

6)A________isaservicethatbuildsonlinecommunitiesbyprovidinganonlinespaceforpeopletobuildfreehomepagesandthatprovidesbasiccommunicationandsupporttoolsforconductingdifferentactivitiesinthesocialnetwork.

Answer:socialnetworkservice

7)An________isanetworkthatusestheInternettolinkmultipleintranets.

Answer:extranet

8)________isabroaderdefinitionofECthatincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartners,andconductingelectronictransactionswithinanorganization.

Answer:E-business

Diff:3 PageRef:28

9)Amethodofdoingbusinessbywhichacompanycangeneraterevenuetosustainitselfdefines________.

Answer:businessmodel

10)A________isamodelinwhichabuyerrequestswould-besellerstosubmitbids;thelowestbidderwins.

Answer:tendering(bidding)system

1.4Essay

1)Listandbrieflyexplainthreeofthefivesupportservicesintheelectroniccommerceframework.

Answer:Thefivesupportservicesarepeople,publicpolicy,marketingandadvertisement,supportservices,andbusinesspartnerships.Thepeoplepillarincludesbuyers,sellers,intermediaries,service,informationsystemspeople,andmanagement.Thepublicpolicypillarincludestaxes,legal,privacyissues,regulations,compliance,andtechnicalstandards.Themarketingandadvertisementpillarincludesmarketresearch,promotions,webcontent,andtargetedmarketing.Thesupportservicespillarincludesorderfulfillment,logistics,payments,content,andsecuritysystemsdevelopment.Thebusinesspartnershipspillarincludesaffiliateprograms,jointventures,exchanges,e-marketplaces,andconsortia.

2)2)ListthefivetypicalECbusinessmodels.

Answer:ThefivetypicalECbusinessmodelsareonlinedirectmarketing,electronictenderingsystems,electronicmarketplacesandexchanges,viralmarketing,andsocialnetworkingandWeb2.0tools.

Chapter2E-Marketplaces:Mechanisms,Tools,andImpactsofE-Commerce

2.1True/False

1)ECenablersincludeelectronicmarkets,e-stores,ande-catalogs.

Answer:TRUE

2)Storefronts,malls,andportalsareECmechanismsthatsupporttheentertainmentECactivity.

Answer:FALSE

3)Theemergenceofelectronicmarketplaceshasresultedinlowerinformationsearchcostsforbuyersandlowertransactionanddistributioncostsforsellers.

Answer:TRUE

4)Althoughbothmarketplacesandmarketspacescansellphysicalproducts,themarketspacecanalsoselldigitalproducts.

Answer:TRUE

5)Anintermediaryisathirdpartythatoperatesbetweensellersandbuyers.

Answer:TRUE

6)TravelersusingairlineWebsitestobooktheirflightsdirectlywithouttheuseoftravelagentsisresultinginthereintermediationoftravelagents.

Answer:FALSE

7)Electronicstorefronts,Internetmalls,andexchangesaremajorB2Be-marketplaces.

Answer:FALSE

8)Brokersandinfomediariesaretwotypesofonlineintermediaries.

Answer:TRUE

9)Searchenginesnotonly"searchandmatch,"butalsohavecapabilitiesthatcanbeusedtoperformroutinetasksthatrequireintelligence.

Answer:FALSE

10)Anelectronicshoppingcartisanorder-processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop.

Answer:TRUE

11)ShoppingcartsforB2Barefairlysimple,butashoppingcartforB2Cmaybemorecomplex.

Answer:FALSE

12)Anauctionisamarketmechanismthatusesacompetitiveprocessbywhichasellersolicitsconsecutivebidsfrombuyersorabuyersolicitsbidsfromsellers.

Answer:TRUE

13)Auctionsarebasedondynamicpricing.

Answer:TRUE

14)Reverseauctionsarebiddingortenderingsystemsinwhichthebuyerplacesanitemforbidonarequestforquotesystem;thenpotentialsuppliersbidonthejob,withthepricereducingsequentially,andthelowestbidwins.

Answer:TRUE

15)Intheonebuyer,manypotentialsellersdynamicpricingconfiguration,thesellersuseaforwardauction.

Answer:FALSE

2.2MultipleChoice

1)ElectronicmarketsaretheECmechanismsupportingthe

A)communicate,collaborateandlearnECactivities.

B)presenceanddelivery,findinformation,compare,andanalyzeECactivities.

C)improveperformanceECactivities.

D)entertainmentECactivities.

Answer:B

2)Eachofthefollowingisamainfunctionoftraditionalandelectronicmarketsexcept

A)matchingbuyersandsellers.

B)facilitatingtheexchangeofinformation,goods,services,andpaymentsassociatedwithmarkettransactions.

C)financingthetransformationofrawmaterialsintofinishedproducts.

D)providinganinstitutionalinfrastructure,suchasalegalandregulatoryframeworkthatenablestheefficientfunctioningofthemarket.

Answer:C

3)Digitalproductshavedifferentcostcurvesthanthoseofregularproductsbecauseindigitization

A)mostcostsarevariable,andfixedcostsarelow.

B)mostcostsarefixed,andvariablecostsareverylow.

C)mostcostsarefixed,butvariablecostsarehigh.

D)allcostsarevariable.

Answer:B

4)Theportionofane-seller'sbusinessthroughwhichcustomersinteract,includingtheseller'sportal,electroniccatalogs,shoppingcart,andpaymentgatewayisthe

A)frontendofthebusiness.

B)backendofthebusiness.

C)infrastructureforthebusiness.

D)intermediaryinthebusiness.

Answer:A

5)Theeliminationofvarioustypesofagentsthatmediatebetweenbuyersandsellers,suchastravelandinsuranceagents,isreferredtoas

A)automation.

B)disintermediation.

C)remediation.

D)e-distribution.

Answer:B

6)Onlinemarketsthatareownedandoperatedbyasinglecompanyandthatareeithersell-sideorbuy-sideareknownas

A)privatee-marketplaces.

B)commercialportals.

C)e-malls.

D)B2Bmarketplaces.

Answer:A

7)Publice-marketspacesare

A)usuallyB2Bmarkets.

B)oftenownedbyathirdpartyorconsortium.

C)usuallyregulatedbythegovernment.

D)alloftheabove.

Answer:D

8)FunctionalitiesprovidedbyECmerchantserversoftwareinclude

A)electroniccatalogs.

B)searchengines.

C)shoppingcarts.

D)alloftheabove.

Answer:D

9)Thepresentationofproductinformationinanelectronicformandalsoservingasthebackboneofmoste-sellingsitesdescribes

A)e-distributor.

B)Kindle.

C)e-magazine.

D)electroniccatalog.

Answer:D

10)Searchtoolsthatsearchthecontentsofauser'sororganization'scomputerfiles,ratherthansearchingtheInternetare

A)desktopsearchtools.

B)enterprisesearchtools.

C)searchenginetools.

D)hostsearchtools.

Answer:A

11)Amarketmechanismthatusesacompetitiveprocessinwhichasellersolicitsconsecutivebidsfrombuyersorabuyersolicitsbidsfromsellersbestdefines

A)electronicshopping.

B)requestforproposal.

C)auction.

D)requestforquotation.

Answer:C

12)Themostcommonandtraditionalformofauctionsinwhichonesellerentertainsbidsfrommanybuyersbestdescribes

A)forwardauctions.

B)reverseauctions.

C)biddingauctionsystems.

D)tenderingsystems.

Answer:A

13)Thedynamicpricingconfigurationwheretheresultingpriceisdeterminedbyeachparty'sbargainingpower,supplyanddemandintheitem'smarket,andpossiblybusinessenvironmentfactorsbestdescribes

A)onebuyer,oneseller.

B)oneseller,manypotentialbuyers.

C)onebuyer,manypotentialsellers.

D)manysellers,manybuyers.

Answer:A

14)Allofthefollowingarebenefitsofe-auctionstobuyersexcept:

A)canliquidatelargequantitiesquickly.

B)convenienceofbiddinganywhereandanytime.

C)opportunitytobargain.

D)opportunitiestofinduniqueitems.

Answer:A

15)Whichofthefollowingstatementsaboutbarteringisfalse?

A)Itistheoldestmethodoftrade.

B)Itisprimarilydonebetweenindividualsandprivateparties.

C)Theproblemwithbarteringisthatitisdifficulttofindtradingpartners.

D)Intermediariescanbehelpful,buttheyareexpensiveandveryslow.

Answer:B

2.3FillintheBlank

1)________referstoanonlinemarket,usuallyB2B,inwhichbuyersandsellersexchangegoodsorservices.

Answer:E-marketplace

2)Amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orothergoodsandservices),butdosoelectronicallydefines________.

Answer:marketspace

3)________referstotheportionofane-seller'sbusinessprocessesthroughwhichcustomersinteract,includingtheseller'sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgateway.

Answer:Frontend

4)Aprivatee-marketplaceinwhichonecompanysellseitherstandardand/orcustomizedproductstoqualifiedcompaniesdefines________.

Answer:sell-sidee-marketplace

5)An________isanonlineshoppingcenterwheremanyonlinestoresarelocated.

Answer:e-mall

6)________areelectronicintermediariesthatprovideand/orcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothers.

Answer:Infomediaries

7)A________isanauctioninwhichasellerentertainsbidsfrombuyers,andbiddersincreasethepricesequentially.

Answer:forwardauction

8)The________isanauctioninwhichthebuyerplacesanitemforbidonarequestforquotesystem,potentialsuppliersbidonthejob,withthepricereducingsequentially,andthelowestbidwins.

Answer:reverseauction

9)The________isanauctionmodelinwhichawould-bebuyerspecifiesthepriceheorsheiswillingtopaytoanywillingandableseller.

Answer:name-your-own-pricemodel

10)________isamarketplaceinwhichanintermediaryarrangesbartertransactions.

Answer:Barteringexchange

2.4Essay

1)ListthesixmajorECtradingactivitycategories.

Answer:ThesixmajorECtradingactivitycategoriesare:(1)presenceanddiscovery,findinformation,compare,analyze;(2)tradingbuy,sell,exchange;(3)communicate,collaborate,learn;(4)entertainment;(5)improveperformance;and(6)otheractivities,recruit,customerservice.

2)Discussintermediation,disintermediation,andreintermediation.

Answer:Intermediationoccurswhenathirdpartyoperatesbetweenbuyersandsellers.Intermediariesprovideinformationaboutdemand,supply,prices,andrequirementsortheyoffervalue-addedservices.E-marketplaces,infomediariesandportalsprovideinformationforfreeorlowcost,resultinginthedisintermediationoreliminationoftheintermediary.Reintermediationoccurswhenthedisintermediatedentitytakesonnewintermediaryroles.

Chapter3RetailinginElectronicCommerce:ProductsandServices

3.1True/False

1)TheamountandpercentageofgoodsandservicessoldontheInternetisincreasingrapidly,despitethefailureofmanydot-comcompanies.

Answer:TRUE

2)Whencomparingretailingtoe-tailing,e-tailinghasalowercognitiveshoppingoverheadduetoeasy-to-establishmutualtrust.

Answer:FALSE

3)Commoditieswithstandardspecifications(e.g.,books,CDs,airlinetickets)areexpectedtofacilitatehighersalesvolumes.

Answer:TRUE

4)Abusinessmodelisadescriptionofhowanorganizationintendstogeneraterevenuethroughitsbusinessoperations.

Answer:TRUE

5)Marketingdoneonlinebetweenanysellerandbuyerisindirectmarketing.

Answer:FALSE

6)DirectmarketersarefirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannel.

Answer:FALSE

7)Aclick-and-mortarretailerisacombinationofboththebrick-and-mortarretailerandanonlinetransactionalWebsite.

Answer:TRUE

8)Competitionamongonlinetravele-tailersisfierce,withlowmargins,littlecustomerloyalty,andincreasingcommoditizationofproductsandservices.

Answer:TRUE

9)Theelectronicjobmarketcancreatehighturnovercostsforemployersbyacceleratingemployees'movementtootherjobs.

Answer:TRUE

10)Whencomparedtothetraditionaljobmarket,anadvantageoftheonlinejobmarketisitslonglifecycle.

Answer:TRUE

11)Anadvantageoftheelectronicjobmarketforjobseekersisthattheycanassesstheirmarketvalue.

Answer:TRUE

12)Manyinsurancecompaniesuseadualstrategy,keepinghumanagentsbutalsosellingonline.

Answer:TRUE

13)Themajorriskofonlinetradingissecurity.

Answer:TRUE

14)Bothonlinebanksandclick-and-mortarbankscarrysomerisksandproblems,especiallyininternationalbanking,includinghackersandliquidityrisk.

Answer:TRUE

15)AmajorprobleminB2Cistheincreasingrateofonlinefraud.

Answer:TRUE

3.2MultipleChoice

1)Eachofthefollowingdescribesretailingexcept:

A)Aretailerisasalesintermediary.

B)Manymanufacturersselldirectlytoconsumersandthroughwholesalersandretailers.

C)E-tailingmakesiteasierforamanufacturertoselldirectlytocustomersbycuttingouttheintermediary.

D)Companiesthatproducealargernumberofproducts,suchasProctor&Gamble,donotneedretailersforefficientdistribution.

Answer:D

2)RetailerswhosellovertheInternetarecalled

A)cybermarketers.

B)e-tailers.

C)B2Bcommercemarketers.

D)brick-and-mortaroperations.

Answer:B

3)Whatistheprimaryadvantageofcatalogsales?

A)Catalogseliminatetheconstraintsofspaceandtime.

B)Customersprefercatalogshoppingtoe-tailing.

C)Catalogsincreaseinterestinproductsthatarethenboughtonline.

D)Productsandservicescanbothbesoldviacatalogs.

Answer:A

4)Withallelsebeingequalintheonlineenvironment,goodswithanyofthefollowingproductcharacteristicsareexpectedtofacilitategreateronlinesalesexcept:

A)relativelyexpensiveitems.

B)highbrandrecognition.

C)digitizedformat.

D)frequentlypurchaseditems.

Answer:A

5)Dell'sdistributionstrategyisbestdescribedas

A)abrick-and-mortarstrategy.

B)asharedservicemallstrategy.

C)aclick-and-mortarstrategy.

D)directmarketingfromamanufacturer.

Answer:D

6)Amarketerthatusese-mailtoadvertisetopotentialcustomersiscalleda

A)marketmaker.

B)transactionbroker.

C)contentdisseminator.

D)viralmarketer.

Answer:D

7)Eachofthefollowingisarevenuemodelforonlineindependenttravelagentsexcept

A)directcompetitionrevenues.

B)directrevenuesfromcommissions.

C)subscriptionormembershipfees.

D)revenuesharingfees.

Answer:A

8)Comparedtothetraditionaljobmarket,theonlinejobmarket

A)hasashorterlifecycle.

B)isusuallyspecializedandlocalinscope.

C)tendstobelessreliable.

D)tendstobemuchlessexpensive.

Answer:D

9)WhichofthefollowingpartiesusetheInternetjobmarket?

A)employersseekingemployees

B)classifiedads

C)jobagencies

D)alloftheabove

Answer:D

10)Advantagesoftheelectronicjobmarketforemployersincludeeachofthefollowingexcept

A)chargingonlineprocessingfees.

B)providinggreaterequalopportunityforjobseekers.

C)learninghowtousetheirvoiceeffectivelyinaninterview.

D)conductinginterviewsonline.

Answer:A

11)Advantagesoftheelectronicmarketforjobseekersincludeeachofthefollowingexcept

A)assessingtheirmarketvalue.

B)competingwithlessqualifiedapplicants.

C)marketingthemselvesdirectlytopotentialemployers.

D)communicatingquicklywithpotentialemployers.

Answer:B

12)E-banking

A)savestimeandmoney.

B)ismoreexpensiveforbanks.

C)isprimarilydoneusingwirelessdevices.

D)isdonebylessthan40percentofU.S.adultInternetusers.

Answer:A

13)Whichofthefollowingisnotanonlinebankingapplicationcategory?

A)informational

B)delivery

C)administrative

D)transactional

Answer:B

14)Gatewaystostorefrontsande-mallsare

A)shoppingportal