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第一章 单元测试
1、单选题：
Which of the following is not a characteristic of a perfect competitive market?
A:Price, cost, and quality information are equally distributed.
B:It is highly regulated.
C:Customers have access to all relevant information worldwide.
D:A nearly infinite set of suppliers compete against one another.
答案: It is highly regulated.
2、单选题：
All of the following were visions of e-commerce expressed during the early years of e-commerce except:
A:disintermediation.
B:a nearly perfect information marketspace.
C:friction-free commerce.
D:fast follower advantage.
答案: fast follower advantage.
3、多选题：
The Reinvention period is characterized by_________.
A:viral marketing
B:user-generated content
C:local economy
D:disintermediation
答案: viral marketing;
user-generated content;
local economy
4、单选题：
The early years of e-commerce are considered:
A:a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year.
B:the most promising time in history for the successful implementation of first mover advantages.
C:a dramatic business success as 85% of dot-coms formed since 1995 became flourishing businesses.
D:an economist’s dream come true, where for a brief time, consumers had access to all relevant market information and transaction costs plummeted.
答案: a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year.
5、单选题：
Which of the following refers to any disparity in relevant market information among parties in a transaction?
A:information asymmetry
B:unfair competitive advantage
C:dynamic pricing
D:imperfect competition
答案: information asymmetry
6、单选题：
Which of the following statements is true about the traditional tradeoff between the richness and reach of a marketing message prior to the development of the Web?
A:The larger the audience reached, the less rich the message.
B:Marketing messages had little richness.
C:Richness was unrelated to reach.
D:The smaller the audience reached, the less rich the message.
答案: The larger the audience reached, the less rich the message.
7、单选题：
Which of the following is not a unique feature of e-commerce technology?
A:interactivity
B:social technology
C:information asymmetry
D:richness
答案: information asymmetry
8、单选题：
E-commerce is available just about everywhere and anytime. This is known as:
A:reach.
B:information density.
C:richness.
D:ubiquity.
答案: ubiquity.
9、判断题：
Interactivity that enables product customization alters industry structure by decreasing the threat of substitutes.
A:对
B:错
答案: 对
10、判断题：
Cost transparency refers to the ease with which consumers can find out the variety of prices in a market
A:错
B:对
答案: 错
11、多选题：
The unique features of e-commerce technology include:
A:Ubiquity
B:Global Reach
C:Specific standards
D:Richness
答案: Ubiquity;
Global Reach;
Richness
12、多选题：
The growth of social e-commerce is driven by_________.
A:sharing of products, services, and content on social accounts
B:network notification
C:integrated social commerce tools
D:social sign-on
答案: sharing of products, services, and content on social accounts;
network notification;
integrated social commerce tools;
social sign-on
13、单选题：
Which of the following is a leading platform for social e-commerce?
A:Facebook
B:Wikipedia
C:Amazon
D:eBay
答案: Facebook
14、单选题：
Which type of e-commerce generated the largest revenue？
A:M-commerce
B:B2B
C:B2C
D:C2C
答案: B2B
15、多选题：
Economists early visions about e-commerce include_________
A:a nearly perfect competitive
B:disintermediation
C:Consumers are not price sensitive
D:Information asymmetry would be greatly reduced
答案: a nearly perfect competitive;
disintermediation;
Information asymmetry would be greatly reduced
第二章 单元测试
1、判断题：
An e-commerce business model aims to use and leverage the unique qualities of the Internet, the Web, and the mobile platform.
A:对
B:错
答案: 错
2、单选题：
Which of the following is an example of the affiliate revenue model?
A:QQ music
B:eBay
C:Amazon
D:JD
答案: Amazon
3、单选题：
Assume you are analyzing the market opportunity of a distance learning company, Learnmore.com, that creates education courses delivered over the Internet for the Fortune 1000 corporate market. Assume that the overall size of the distance learning market is $25 billion. The overall market can be broken down into three major market segments: Corporate, College, and Elementary/High School, each of which accounts for a third of the market. Within the Corporate market, there are two market niches: Fortune 1000, which accounts for 60% of the market, and all others, which together account for 40% of the market. What is Learnmore.com’s realistic market opportunity, approximately?
A:$25 billion
B:$165 billion
C:$6.6 billion
D:$5 billion
答案: $5 billion
4、单选题：
All of the following can be considered a direct or indirect competitor of Amazon except:
A:Apple’s iTunes Store.
B:eBay.
C:Priceline.
D:Walmart.
答案: Priceline.
5、单选题：
All of the following may lead to a competitive advantage except:
A:superior products.
B:less expensive suppliers.
C:fewer products.
D:better employees.
答案: fewer products.
6、判断题：
The single most important element of a business model is the management team responsible for making the model work.
A:对
B:错
答案: 对
7、判断题：
Cooperation with key opinion leaders(KOL) has become the most popular marketing strategy for social media platforms and advertisers in China.
A:对
B:错
答案: 对
8、单选题：
Which of the following is an example of a company using the content provider model?
A:Priceline
B:eBay
C:Dell
D:Netflix
答案: Netflix
9、单选题：
Which of the following is not a variation of the e-tailer business model?
A:market creator
B:bricks-and-clicks
C:virtual merchant
D:manufacturer-direct
答案: market creator
10、多选题：
Which of the following belong to major types of e-tailers?
A:manufacturer-direct
B:virtual merchant
C:bricks-and- clicks
D:Community providers
答案: manufacturer-direct;
virtual merchant;
bricks-and- clicks
11、多选题：
Service providers trade _________ for revenue.
A:Products
B:Expertise
C:Capabilities
D:Knowledge
答案: Expertise;
Capabilities;
Knowledge
12、判断题：
On-demand service companies are characterized by the free sharing of resources between the company and consumers.
A:对
B:错
答案: 错
13、单选题：
A ______ is a digital network designed to coordinate the flow of communications among firms engaged in business together.
A:exchange
B:private industrial network
C:e-distributor
D:industry consortia
答案: private industrial network
14、多选题：
Which of the following companies are examples of industry consortia?
A:Bosch
B:Ariba
C:Grainger
D:Schaeffler
答案: Bosch;
Schaeffler
15、多选题：
Which of the following are true for Walmart’s network?
A:None of the above
B:monitor the actual inventory level of their goods
C:It is one of the largest private industrial networks in the world
D:monitor the sales of their goods
答案: monitor the actual inventory level of their goods;
It is one of the largest private industrial networks in the world;
monitor the sales of their goods
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