Chapter 1 Page 15 to 16 E-commerce Mock-exam Questions Not every product is suitable for sale online, so the way in which a website is used to market products will vary. It is useful to consider the five main types of online presence for sell-side e-commerce. Explain with examples where appropriate, the five functions of online presence. a) Transactional e-commerce sites Allowed purchased of product online through sales of this product which includes online banking service, retail & travel sites. b) Service-oriented relationship-building sites Product information to encourage purchase & build relationship by encouraging offline sales & generate enquiries for potential customers. c) Brand-building sites Products are mostly not available for inline purchase. They are normally for low-value, high-volume fast moving consumer goods. d) Portal, publisher or media sites Gives information, news or entertainment about a range of topic & have a few options to generate revenue including advertising & commission-based sales. e) Social networks Could be considered to be in the previous category since they are advertising supported. Chapter 4 Page 221 to 223 Internet governance describes the control put in place to manage the growth of the Internet and its usage. What are the four different layers of jurisdiction? a) Physical space involving individual country where its own laws hold. b) ISPs the connection between the physical & virtual world. c) Domain name control & communities d) Agencies such as TRUSTe
E-government is distinct from Internet governance. E-government is a major strategic priority for many countries. To achieve the potential cost savings, some governments have set targets for both buy and sell e-government. Many governments are taking many types of actions to encourage e-business within their countries. Describe briefly any three of these types of actions taken by the governments. a) Access, participation & skills Encouraging all sectors of the community to actively participate in the information economy. b) Confidence- trust & security The government is working to build public trust & confidence in going online & addressing barriers to consumer confidence in e-commerce c) Environment for information economy firms Provide research on the environmental variables that drives innovations & growth in the information economy. Chapter 4 Page 226 to 229 Describe the four (4) contrasting approaches to identifying new technologies which may give a company a competitive edge: o Technology networking o Crowd sourcing o Technology hunting o Technology mining a) Monitors trends through their personal network & then share them through an infrastructure & process that supports information sharing. b) Access to the marketplace of ideas from customers, partners or inventors for companies looking to solve specific problems. c) Structured review of new technology through reviewing the capabilities of start-up companies. d) Review of technologies described in published documents.
Chapter 5 Page 250 to 254 What reviews does strategic analysis or situation analysis involve? What is primary concern of resource analysis? Briefly describe resources and capabilities of an organization. a) Internal resources & processes of the company to assess its e- business capabilities & results in the marketplace. b) Capabilities of a company that has in place good technological applications infrastructure, financial & HR support. c) Resources are the tangible & intangible assets which can be used in value creation. Capabilities represent the ability of a company to use resources to support value creation. Chapter 6 Page 335 to 350 Briefly describe, with examples where appropriate, two benefits with respect to a business-to-business company. Briefly describe the three key capabilities of a typical supply chain management e-solution. 1a) Increased efficiency of individual processes reduces cycle time & cost per order. 1b) Innovation better customer responsiveness. 2a) Synchronize supply to demand balance push & pull network planning process. 2b) Sense & respond with an adaptive supply chain network drive distribution, transportation & logistics processes that are integrated with real-time planning process. 2c) Provide network wide visibility, collaboration & analytics monitor & analyze extended supply chain.
Chapter 7 Page 360 to 366 Briefly describe the five key drivers or supplier selection criteria for e- procurement adoption related to improving: o Control o Cost o Process o Individual performance o Supplier management a) Improve compliance, raising standards, optimize sourcing strategy. b) Improve buying leverage through increase supplier competition. c) Rationalization & standardization of e-procurement process. d) Knowledge sharing & value-added productivity. e) Reduce supplier numbers & supplier management. Chapter 8 Page 388 to 392 and 407 to 412 Briefly explain any two problems that are typical and commonplace when there is no clear planning or control for e-marketing. One important question identified to help develop a customer-centric strategy for e-marketing is How do we become first choice? Briefly explain how this strategy can be achieved. 1a) Results of online marketing are not tracked on a detailed or highlevel basis 1b) Management support of e-marketing is not enough to drive what often need to be a major strategic initiative. 2) By developing an online value proposition to build on the core proposition for the company s services.
Chapter 8 Page 396 to 399 Benchmarking of competitor s online service and strategy is a key part of planning activity and should also occur on an ongoing basis in order to respond to new marketing approaches. The review of internal capabilities and core proposition through branding to online value proposition are two perspectives of competitor benchmarking. Describe any other four (4) different perspectives of competitor benchmarking. a) Different aspects of the customer life cycle b) In-sector & out-of-sector c) Financial to non-financial measures d) From user experience to expert evaluation Chapter 9 Page 467 to 470 To best exploit the characteristics of digital media, it is important to understand the different communications characteristics of traditional and new media. Briefly describe the key differences as follows: o Any one from the following: From push to pull From monologue to dialogue o Any two of the following: From one-to-many to one-to-some and one-to-one From one-to-many to many-to-many communications Increase in communications intermediaries From lean-back to lean-forward o Any one from the following: The medium changes the nature of standard marketing communications tools such as advertising Integration remains important 1a) From push to pull traditional media such as TV, print & radio are push media where information is mainly from company to customer. The web is a pull media where customers only visit when they need to. 2a) From one-to-many to many-to-many communications customers can interact with other customers via one website such as online auction ebay.
2b) From lean-back to lean-forward lean-forward media are website that has the visitor s undivided attention. TV is more lean-back as the audience is not necessarily watching it. 3) Integration remains important combine & integrate new & traditional media according to their strength to achieve synergy. Chapter 9 Page 473 to 477 Briefly describe, with examples where appropriate, one (1) of the following: o Search Engine Marketing o Search Engine Optimization a) Search engines are the primary methods of finding information about a company & its products. If the company is not famous in the search engine, then many potential sales may be lost if the depend on its brand & offline communications to push customers to their web.