WorksheetsChapter 13
Total questions: 50
Worksheet time: 25mins
Name
Class
Date
1.
Where can the Digital Business Maturity Model (DBMM) be applied?
a)
To any organization
b)
To any organization and to all of operations
c)
To the organizations with digital strategies
d)
To international companies
e)
To local companies
2.
The DBMM considers…
a)
Current levels of digital activities
b)
Future potential
c)
Both current levels of digital activities and future potential
d)
Future levels of digital activities
e)
Digital business activities
3.
What activity represents the transition phase between presence and engagement in the DBMM?
a)
Web 2.0
b)
Online presence
c)
Creating awareness
d)
Content management
e)
Data management
4.
What is a potential hallmark of organisations without their own digital presence?
a)
A Facebook page
b)
An entry in an online directories
c)
Online templates
d)
Business maturity
e)
Own channels
5.
The broadcast mode of communication is a characteristic of…
a)
TV and radio appearances
b)
Consumer engagement activity
c)
Offline communications
d)
Involvement activity
e)
Online presence
6.
QR codes enable…
a)
Two-way interaction
b)
Increasing brand awareness
c)
Instant purchase
d)
Physical extension of web presence
e)
Creating online communities
7.
The second level of the DBMM is characterised by…
a)
Broadcast interactions
b)
Mediated interactions
c)
Two-way interactions
d)
Face-to-face interactions
e)
Strategic interactions
8.
Which of the following tools is unlikely to be an important aspect of the "E"-engagement level of the DBMM?
a)
Twitter accounts
b)
Facebook pages
c)
Instagram profiles
d)
YouTube channels
e)
Albums with selfies
9.
How is limited co-creation achieved by organisations such as Etsy?
a)
Through structural franchising
b)
Through digital involvement
c)
Through technical infrastructure
d)
Through on-site development
e)
Through QR codes
10.
What is the primary sentiment that co-creation can evoke in the buyer persona?
a)
Awareness
b)
Loyalty
c)
Bigger purchases
d)
Satisfaction
e)
Appreciation
11.
Has co-creation be applied to fast moving consumer goods?
a)
Yes, with consistently significant success
b)
Yes, but only to beverages
c)
Yes, but only in limited ways to date
d)
No, there are too many variables
e)
No, there are few options for co-creation in this field
12.
What recognition is embedded in the statement, "data is the new oil"?
a)
Digital marketing is solely about data analysis
b)
Collecting data is more important than the buyer persona
c)
Offline data is irrelevant
d)
All buyer persona interactions are opportunities to accumulate data
e)
Data collection is the purpose of digital marketing
13.
At what level in the DBMM does data become recognised as significant to all organisations?
a)
Level 0
b)
Level 1
c)
Level 2
d)
Level 3
e)
Level 4
14.
Which is not a potential negative impact of an organisation's increasing digital maturity?
a)
Collaborative working
b)
"Always on" working
c)
Some employers will have to re-skill
d)
Increasing uncertainty
e)
The need for change within an organisation's culture
15.
In the DBMM, an "open philosophy" is a hallmark element of which level?
a)
Future level
b)
"E"-engagement level
c)
Integral level
d)
Presence level
e)
Non-digital level
16.
What levels are included within the strategic perspective of the DBMM?
a)
The Future and Integral
b)
Integral and "E"-engagement
c)
"E"-engagement and Integral
d)
Integral and Presence
e)
Presence and Non-digital
17.
Human intervention with information is necessary because the ability of a system to manage incomplete data is…
a)
Guaranteed
b)
Developed
c)
Limited
d)
Impossible
e)
Intervened
18.
What does the Internet of Things (IoT) enable?
a)
Interaction with the buyer persona
b)
Interaction between people
c)
Interaction between different things and people
d)
Interaction between different things
e)
interaction with the Web site and mobile apps
19.
Which of these technologies will not offer new and future opportunities in digital marketing?
a)
Virtual reality
b)
Augmented reality
c)
Wearables and implantable
d)
Google analytics
e)
Telepathic technologies
20.
How will marketing become even more personalized?
a)
Through data matching
b)
Through content development
c)
Through content building
d)
Through the buyer persona
e)
Through the Internet of things
21.
An Application Programming Interfaces (APIs) cannot be used with…
a)
Google
b)
Facebook
c)
Twitter
d)
Web services
e)
Static web pages
22.
For the future development in digital business, organisations should:
a)
Increase the control on their business processes
b)
Develop business processes that they can control
c)
Release control of some business processes
d)
Develop new ways of controlling data
e)
Increase human involvement
23.
What is currently the single biggest ethical issue in digital business?
a)
Honesty and transparency
b)
The management of personal data
c)
Whistleblowing
d)
Opportunities for mind control
e)
Compliance with regulations
24.
Future marketing ethics does not include a consideration for…
a)
Authenticity
b)
Requests for consent
c)
Attracting attention
d)
Transparency
e)
Managing opinions
25.
Current and future digital marketing requires…
a)
More effort
b)
More policies
c)
More attention
d)
More laws
e)
More discussion
26.
Web 2.0 (or the User Web) encourages a focus on…
a)
Data mining
b)
Co-creation
c)
User-generated content
d)
the buyer persona
e)
Privacy
27.
If an organisation does not require consent, this might be negative for its…
a)
Social media channels
b)
Image
c)
Relations with stakeholders
d)
Authenticity
e)
Web design
28.
Creating the "everything of everything" labels a development in which there will be...
a)
General understanding of everything
b)
Ethical consideration of everything
c)
Increasing interaction of everything
d)
User-generated content for everything
e)
Complete connection of everything
29.
With the Internet of Things…
a)
Nothing will be unmarketable
b)
Everything will be digital
c)
Digital marketing will not be needed
d)
Human interactions will disappear
e)
The buyer persona will be digital
30.
What will future information strategies blur?
a)
The buyer persona
b)
The difference between big and small organisations
c)
Social media channels
d)
Vision and mission
e)
Strategy and tactics
31.
The focus on data in digital marketing creates…
a)
Strategic decision-making
b)
Different decision-making
c)
Increased decision-making
d)
Automatic decision-making
e)
Decreasing decision-making
32.
Which best describe a Decentralised Organization (DO)?
a)
A new business model
b)
A new business model using people
c)
A new business model combining people and technology
d)
A new business model using technology
e)
A new business model primarily using technology
33.
In the digitally mature organisation what will be its primary asset?
a)
Social media
b)
Content
c)
Channels
d)
Data
e)
Web site
34.
What is a Decentralised Autonomous Organization (DAO)?
a)
A new business model
b)
A new business model using people
c)
A new business model combining people and technology
d)
A new business model using technology
e)
A new business model primarily using technology
35.
Human syntactic labour will continue to be important in the future digital organisation because…
a)
There is always a need for human labour
b)
Syntactic labour brings human judgement to the organisation
c)
Syntactic labour is the best way of getting things done
d)
Syntactic labour is better than semantic labour
e)
Syntactic labour is an ethical requirement in an organisation
36.
Future information strategy places marketing…
a)
As a specific function of the organisation
b)
As an important function of the organisation
c)
As an integrated function of the organisation
d)
As a redundant function of the organisation
e)
As an outlying function of the organisation
37.
Future information strategy considers interaction with internal and external stakeholders as…
a)
Part of the same class
b)
Requirements for different information
c)
Different classes
d)
Equally important
e)
The buyer persona
38.
Future information strategy does not directly consider what in its model?
a)
Information
b)
Situations
c)
Channels
d)
Policies
e)
Availability
39.
The future of marketing is…
a)
Positive
b)
Difficult
c)
Different
d)
Indeterminant
e)
Digital
40.
The future of business is…
a)
Positive
b)
Difficult
c)
Different
d)
Indeterminant
e)
Digital
41.
What is a pivotal aspect for the success of an information strategy?
a)
Content, Channels and Data
b)
Strategy
c)
Daily management
d)
Clear vision
e)
Operational perspective
42.
From a governance perspective, which of these is not a point of control in an information strategy?
a)
Classes of information
b)
Vision and mission
c)
Availability
d)
Accessibility
e)
Rights
43.
Marketing will increasingly become aligned with…
a)
Co-production
b)
Co-creation
c)
Co-consumption
d)
Reuse
e)
Recycling
44.
In the Future level of the DBMM what development will be its hallmark
a)
Human-Computer Interaction
b)
Human-Computer Integration
c)
Computer Control
d)
Computer decision-making
e)
Human Control
45.
Cargo cult thinking is exemplified by…
a)
The use of international brands
b)
Removing constraints
c)
Imitation of observable business practices
d)
Small business success
e)
Developing your own app
46.
Marketing will not become more personalised through…
a)
Social media channels
b)
Sophisticated algorithms
c)
Data-matching
d)
Connected personal devices
e)
Retargeting
47.
Genuine engagement is currently exemplified by organisations such as …
a)
SMEs
b)
Large companies
c)
Charities
d)
Multinational brands
e)
Personal brands
48.
Why is being strategic important for the successful development of a digital business?
a)
It lets you use technology.
b)
It helps day-to-day decision-making
c)
It makes your day-to-day decisions easier
d)
It lifts your perspective above day-to-day necessity
e)
It helps you use social media channels
49.
it is estimated that up to how many UK small businesses have no digital presence?
a)
25%
b)
33%
c)
50%
d)
66%
e)
75%
50.
Some of the earliest movers in digital business had a web presence in which decade?
a)
1970s
b)
1980s
c)
1990s
d)
2000s
e)
2010s
100 %
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