2020 知到智慧树电子商务英语答案
知到网课，电子商务英语单元测试答案
第一章 单元测试
1、Which of the following is not a characteristic of a perfect competitive market?
A:Price, cost, and quality information are equally distributed.
B:A nearly infinite set of suppliers compete against one another.
C:Customers have access to all relevant information worldwide.
D:It is highly regulated.
正确答案:【It is highly regulated.】
2、All of the following were visions of e-commerce expressed during the early years of e-commerce except:
A:a nearly perfect information marketspace.
B:friction-free commerce.
C:disintermediation.
D:fast follower advantage.
正确答案:【fast follower advantage.】
3、The Reinvention period is characterized by___.
A:local economy
B:user-generated content
C:viral marketing
D:disintermediation
正确答案:【local economy;
user-generated content;
viral marketing】
4、The early years of e-commerce are considered:
A:the most promising time in history for the successful implementation of first mover advantages.
B:an economist’s dream come true, where for a brief time, consumers had access to all relevant market information and transaction costs plummeted.
C:a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year.
D:a dramatic business success as 85% of dot-coms formed since 1995 became flourishing businesses.
正确答案:【a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year.】
5、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:imperfect competition
D:dynamic pricing
正确答案:【information asymmetry】
6、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:Marketing messages had little richness.
B:The smaller the audience reached, the less rich the message.
C:The larger the audience reached, the less rich the message.
D:Richness was unrelated to reach.
正确答案:【The larger the audience reached, the less rich the message.】
7、Which of the following is not a unique feature of e-commerce technology?
A:interactivity
B:social technology
C:information asymmetry
D:richness
正确答案:【information asymmetry】
8、E-commerce is available just about everywhere and anytime. This is known as:
A:richness.
B:information density.
C:ubiquity.
D:reach.
正确答案:【ubiquity.】
9、Interactivity that enables product customization alters industry structure by decreasing the threat of substitutes.
A:对
B:错
正确答案:【对】
10、Cost transparency refers to the ease with which consumers can find out the variety of prices in a market
A:对
B:错
正确答案:【错】
11、The unique features of e-commerce technology include:
A:Ubiquity
B:Specific standards
C:Global Reach
D:Richness
正确答案:【Ubiquity;
Global Reach;
Richness】
12、The growth of social e-commerce is driven by___.
A:social sign-on
B:network notification
C:integrated social commerce tools
D:sharing of products, services, and content on social accounts
正确答案:【social sign-on;
network notification;
integrated social commerce tools;
sharing of products, services, and content on social accounts】
13、Which of the following is a leading platform for social e-commerce?
A:Amazon
B:eBay
C:Wikipedia
D:Facebook
正确答案:【Facebook】
14、Which type of e-commerce generated the largest revenue？
A:B2B
B:B2C
C:C2C
D:M-commerce
正确答案:【B2B】
15、Economists early visions about e-commerce include___
A:a nearly perfect competitive
B:Information asymmetry would be greatly reduced
C:disintermediation
D:Consumers are not price sensitive
正确答案:【a nearly perfect competitive;
Information asymmetry would be greatly reduced;
disintermediation】
第二章 单元测试
1、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
正确答案:【错】
2、Which of the following is an example of the affiliate revenue model?
A:QQ music
B:eBay
C:JD
D:Amazon
正确答案:【Amazon】
3、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:$5 billion
B:$6.6 billion
C:$165 billion
D:$25 billion
正确答案:【$5 billion】
4、All of the following can be considered a direct or indirect competitor of Amazon except:
A:eBay.
B:Apple’s iTunes Store.
C:Walmart.
D:Priceline.
正确答案:【Priceline.】
5、All of the following may lead to a competitive advantage except:
A:less expensive suppliers.
B:better employees.
C:fewer products.
D:superior products.
正确答案:【fewer products.】
6、The single most important element of a business model is the management team responsible for making the model work.
A:对
B:错
正确答案:【对】
7、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
正确答案:【对】
8、Which of the following is an example of a company using the content provider model?
A:Priceline
B:Netflix
C:Dell
D:eBay
正确答案:【Netflix】
9、Which of the following is not a variation of the e-tailer business model?
A:bricks-and-clicks
B:virtual merchant
C:market creator
D:manufacturer-direct
正确答案:【market creator】
10、Which of the following belong to major types of e-tailers?
A:virtual merchant
B:bricks-and- clicks
C:manufacturer-direct
D:Community providers
正确答案:【virtual merchant;
bricks-and- clicks;
manufacturer-direct】
11、Service providers trade ___ for revenue.
A:Knowledge
B:Expertise
C:Capabilities
D:Products
正确答案:【Knowledge;
Expertise;
Capabilities】
12、On-demand service companies are characterized by the free sharing of resources between the company and consumers.
A:对
B:错
正确答案:【错】
13、A ______ is a digital network designed to coordinate the flow of communications among firms engaged in business together.
A:private industrial network
B:exchange
C:e-distributor
D:industry consortia
正确答案:【private industrial network】
14、Which of the following companies are examples of industry consortia?
A:Bosch
B:Schaeffler
C:Ariba
D:Grainger
正确答案:【Bosch;
Schaeffler】
15、Which of the following are true for Walmart’s network?
A:monitor the sales of their goods
B:monitor the actual inventory level of their goods
C:It is one of the largest private industrial networks in the world
D:None of the above
正确答案:【monitor the sales of their goods;
monitor the actual inventory level of their goods;
It is one of the largest private industrial networks in the world】
第三章 单元测试
1、A roughly equal percentage of men and women use the Internet today.
A:对
B:错
正确答案:【对】
2、Consumer behavior is the study of how individuals, groups, and organizations_goods, services, ideas, or experiences to satisfy their needs and wants.
A:Select
B:Buy
C:Use
D:Dispose of
正确答案:【Select;
Buy;
Use;
Dispose of】
3、Chinese Singles’ Day shopping festival is a successful application of FOMO.
A:对
B:错
正确答案:【对】
4、A consumer’s buying behavior is influenced by independent demographic variables which include ____.
A:Cultural factors
B:Social factors
C:Psychological factors
D:Marketing campaigns
正确答案:【Cultural factors;
Social factors;
Psychological factors】
5、______occurs when a competitor clicks on search engine results and ads, forcing the advertiser to pay for the click even though the click is not justified.
A:Click fraud
B:Ad Blocking
C:Link farm
D:Bidding process
正确答案:【Click fraud】
6、How can a business optimize its website?
A:Carefully choose key words used on the Web pages
B:update content frequently
C:design the site to be easily recognized and read by the search engine
D:make a high bid in the SEM auction
正确答案:【Carefully choose key words used on the Web pages;
update content frequently;
design the site to be easily recognized and read by the search engine】
7、Both__ and ___ are the main things that determine your performance in the auction.
A:The maximum CPC
B:Quality score
C:Brand
D:Topic of your website
正确答案:【The maximum CPC;
Quality score】
8、Organic search results depends on a biased algorithm.
A:对
B:错
正确答案:【错】
9、Amazon Associates Program is a private industrial networks.
A:对
B:错
正确答案:【错】
10、Context advertising is based on a pay-per-click basis.
A:对
B:错
正确答案:【对】
11、Advertising networks allow advertisers target specific customers based on the profile of the audience viewing the content. This is called ____.
A:context advertising
B:personalized advertising
C:seach engine optimization
D:viral advertising
正确答案:【personalized advertising】
12、Which of the following is NOT one of advertising networks’ functions?
A:Create a network of both publishers and advertisers and place relevant/personalized ads on publishers.
B:Collect and share data with businesses.
C:Handle the money involved.
D:Design advertisement.
正确答案:【Design advertisement.】
13、Rich Media Ads are also the least effective and the lowest cost form of online marketing.
A:对
B:错
正确答案:【错】
14、Rich Media Ads are far more effective than simple banner ads.
A:对
B:错
正确答案:【对】
15、Compared with other ad formats, sponsorships are not in an overtly commercial manner.
A:对
B:错
正确答案:【对】
第四章 单元测试
1、Which of the following are social marketing players?
A:Tik Tok (抖音)
B:RED （小红书）
C:Pinterest
D:Taobao
正确答案:【Tik Tok (抖音);
RED （小红书）;
Pinterest】
2、Social marketing strengthens the brand and drives sales by having conversation with customers.
A:对
B:错
正确答案:【对】
3、Which of the following is the online version of word-of-mouth advertising?
A:Viral marketing
B:Mobile marketing
C:Local marketing
D:Search engine marketing
正确答案:【Viral marketing;
Mobile marketing;
Local marketing】
4、The movie Ne Zha applied the following viral marketing strategies:______.
A:created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.
B:Good quality of the movie led to positive comments on Douban
C:there are numerous moments in the movie that were deeply resonant.
D:Many stars also forwarded posts about the movie and even cosplayed Ne Zha.
正确答案:【created posts on Weibo with keyswords such as “国漫崛起”，“东方神话IP”which aroused audience’s patriotic sentiment.;
Good quality of the movie led to positive comments on Douban;
there are numerous moments in the movie that were deeply resonant.;
Many stars also forwarded posts about the movie and even cosplayed Ne Zha.】
5、__ refers to a more or less stable group of fans who are engaged and communicating with one another over a substantial period of time.
A:community
B:amplification
C:fan acquisition
D:barnd strength
正确答案:【community】
6、Marketers have a number of tactics to build communities, including
A:inside information on new products
B:price discount for loyalty
C:free gifts for bringing in new members.
D:guidance and recommendations for customers
正确答案:【inside information on new products;
price discount for loyalty;
free gifts for bringing in new members.;
guidance and recommendations for customers】
7、Which of the following is the most popular use for mobile devices?
A:shopping
B:socializing
C:entertainment
D:performing tasks, such as finances
正确答案:【entertainment】
8、Which of the following is the second-most popular mobile marketing format?
A:search engine advertising
B:display advertising
C:video advertising
D:mobile messaging
正确答案:【display advertising】
9、Which of the following accounts for the most mobile ad spending?
A:display ads
B:search engine advertising
C:video ads
D:SMS text messages
正确答案:【search engine advertising】
10、Chinese people primarily use mobile devices for shopping or buying.
A:对
B:错
正确答案:【错】
11、Which of the following is the most popular mobile marketing format?
A:search engine advertising
B:display advertising
C:video advertising
D:mobile messaging
正确答案:【search engine advertising】
12、Display advertising has the largest size of mobile marketing expenditures.
A:对
B:错
正确答案:【错】
13、Friend-finder services 答案 the question of ____.
A:Where is my child?
B:How am I doing in jogging?
C:What’s the best restaurant in the neighborhood?
D:Where are you? Where’s the crowd?
正确答案:【Where are you? Where’s the crowd?】
14、Local marketing is based on the marketing theory—demographic segmentation.
A:对
B:错
正确答案:【错】
15、The GPS receivers in the smartphones along with other techniques, meant that a user’s location could be fairly well known by ___.
A:cell phone manufacturers
B:Marketers
C:service providers
D:telecom carriers
正确答案:【cell phone manufacturers;
Marketers;
service providers;
telecom carriers】
第五章 单元测试
1、Virtual merchants face potentially large costs for all of the following except:
A:building and maintaining a website.
B:building and maintaining physical stores.
C:building an order fulfillment infrastructure.
D:developing a brand name.
正确答案:【building and maintaining physical stores.】
2、Manufacturer-direct firms are single-channel manufacturers.
A:对
B:错
正确答案:【错】
3、Manufacturer-direct model has following advantages_____.
A:create channel conflicts
B:simplify the company’s operations
C:eliminate the need to support a wholesale and retail sales network,
D:give the firm complete control over its customer database.
正确答案:【simplify the company’s operations;
eliminate the need to support a wholesale and retail sales network,;
give the firm complete control over its customer database.】
4、____ have a network of physical stores as their primary retail channel, but also have online offerings.
A:virtual merchants
B:bricks-and-clicks companies
C:omini-channel merchants
D:manufacture-direct companies
正确答案:【bricks-and-clicks companies;
omini-channel merchants】
5、Which of the following are true for big data and powerful analytics programs?
A:Intend to make consumers all into big spenders
B:make possible predictive marketing
C:to send personalized messages to customers
D:recommend products before they ask
正确答案:【Intend to make consumers all into big spenders;
make possible predictive marketing;
to send personalized messages to customers;
recommend products before they ask】
6、Stitch Fix only relies on big data to clothing items and accessories for cusomers.
A:对
B:错
正确答案:【错】
7、Massive and well served SME market is one driving force of Fintech in China.
A:对
B:错
正确答案:【错】
8、Ant check later(花呗) gives credit ratings to users by leveraging users’ merchant data on the platform.
A:对
B:错
正确答案:【对】
9、Payment/remittances has the largest size of Fintech services.
A:对
B:错
正确答案:【对】
10、Ant check later(花呗) is a virtual credit card type of product that facilitates credit payments.
A:对
B:错
正确答案:【对】
11、Purchase of all travel elements are ___ offered by online travel sites.
A:content
B:community
C:commerce
D:customer service
正确答案:【commerce】
12、Consumers’ travel requirements include ___.
A:planning
B:researching
C:comparison shopping
D:reserving
E:payment
正确答案:【planning;
researching;
comparison shopping;
reserving;
payment】
13、Which of the following is not a major trend in the online recruitment services industry?
A:disintermediation
B:Millennials and GenX primarily use mobile devices to search for jobs
C:social recruiting
D:use of big data technologies in the hiring process
正确答案:【disintermediation】
14、“Passive talent” refers to people who are not actively looking for a new job.
A:对
B:错
正确答案:【对】
15、Sharing economy business model has no negative outcomes.
A:对
B:错
正确答案:【错】
第六章 单元测试
1、What does A La Carte mean?
A:all you can eat
B:pay for what you use
C:basic services are free but more advanced features must be paid for.
D:pay and acquire all the content
正确答案:【pay for what you use】
2、Which one is true for Freemium?
A:basic services are provided free of charge
B:more advanced features must be paid for.
C:pay for what you use
D:pay and acquire all the content
正确答案:【basic services are provided free of charge;
more advanced features must be paid for.】
3、There’s nothing contradictory about all three models: subscription, A La Carte and freemium.
A:对
B:错
正确答案:【对】
4、____refers to the convergence of design, production, and distribution of the content.
A:technological convergence
B:content convergence
C:industry structure convergence
D:media convergence
正确答案:【content convergence】
5、Which of the following is not an example of industry structure convergence?
A:Amazon’s creation of Amazon Books Publishing
B:Verizon’s acquisition of Yahoo
C:AT&T’s acquisition of Time Warner
D:Apple’s development of the iPad
正确答案:【Apple’s development of the iPad】
6、Which of the following types of online content is consumed by the lowest percentage of Internet users?
A:e-books
B:magazines
C:video
D:digital audio
正确答案:【magazines】
7、Which of the following is not an advantage that pure digital news sites have over print newspapers?
A:They have a lower cost structure.
B:They can create new work flows and business processes that are more timely and efficient.
C:They offer higher quality journalism.
D:They can take advantage of newer technologies for producing the news.
