CU Denver MKTG 1000 - MKT1 (22 pages)

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MKT1



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MKT1

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Pages:
22
School:
University of Colorado Denver
Course:
Mktg 1000 - Introduction to Marketing
Introduction to Marketing Documents
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Chapter 10 E commerce Business Technology Society 4th ed 1 Chapter 10 Online Content and Media True False Questions 1 The common notion of Internet means free information is being replaced by consumer acceptance of paying for premium content Answer True Page Reference 633 Difficulty Moderate AACSB Reflective Thinking 2 Internet users actually spend 15 20 more time reading books newspapers and magazine and less time on the phone or listening to radio Answer False Page Reference 634 Difficulty Moderate AACSB Reflective Thinking 3 The average American spends more time listening to the radio than using the Internet Answer True Page Reference 634 Difficulty Moderate AACSB Reflective Thinking 4 Internet users consume more media of all types than non Internet users Answer True Page Reference 635 Difficulty Moderate Difficulty Hard AACSB Reflective Thinking 5 The Internet generates about 5 of total media revenues Answer False Page Reference 635 AACSB Reflective Thinking 6 Universal standards have meant that the repackaging and distribution of content on the Internet is relatively inexpensive Answer False Page Reference 647 AACSB Reflective Thinking Difficulty Moderate 2 Online Content and Media 7 Offline readership of newspapers is declining Answer True Page Reference 649 Difficulty Easy AACSB Reflective Thinking 8 The number of people using legitimate music downloading sites now exceeds the number of users of illegal P2P services Answer True Page Reference 652 Difficulty Moderate AACSB Reflective Thinking 9 In terms of total online audience newspapers are the most successful form of online content to date Answer True Page Reference 652 Difficulty Moderate Difficulty Moderate AACSB Reflective Thinking 10 Few online newspapers have reached break even operations Answer True Page Reference 653 AACSB Reflective Thinking 11 Electronic book technology relies on the open standards of the Internet Answer False Page Reference 658 Difficulty Moderate AACSB Reflective Thinking 12 Printed books are still the fastest growing delivery platform for text content Answer False Page Reference 660 Difficulty Moderate Difficulty Easy AACSB Reflective Thinking 13 Hackers can break most DRM technologies developed to date Answer True Page Reference 665 AACSB Reflective Thinking Chapter 10 14 E commerce Business Technology Society 4th ed 3 The entertainment industry is generally considered to be composed of four players television Hollywood films music and video games Answer False Page Reference 672 Difficulty Hard AACSB Reflective Thinking 15 For movies and television technology convergence has been hampered by the unwillingness of the movie industry to use digital tools for editing and production Answer False Page Reference 677 678 Difficulty Moderate AACSB Reflective Thinking Multiple Choice Questions 16 Why did the Wall Street Journal purchase Marketwatch com a b c d To increase the amount of advertising pages it has to offer To expand its content into an area that it did not previously cover To acquire technology that it did not previously possess To expand their audience Answer a Page Reference 629 Difficulty Hard AACSB Reflective Thinking 17 Which of the following online newspapers charges readers a subscription fee a b c d New York Times Los Angeles Times Washington Post Wall Street Journal Answer d Page Reference 630 AACSB Reflective Thinking Difficulty Moderate 4 Online Content and Media 18 Which of the following three forms of media account for over 80 of the hours spent consuming media a b c d Television radio Internet Television magazines Internet Internet radio and newspapers Television Internet and newspapers Answer a Page Reference 633 Difficulty Moderate Difficulty Moderate AACSB Reflective Thinking 19 Internet media time is growing at approximately per year a b c d 5 10 25 50 Answer a Page Reference 632 AACSB Reflective Thinking 20 The average American adult spends almost hours a year consuming media of various types a b c d 500 1000 4000 8000 Answer c Page Reference 632 Difficulty Moderate AACSB Reflective Thinking 21 Which of the following generates the largest share of media revenues a b c d Entertainment Television Newspapers Radio Answer b Page Reference 635 AACSB Reflective Thinking Difficulty Moderate Chapter 10 22 E commerce Business Technology Society 4th ed 5 Which of the following are the top three producers of media revenues a b c d Television consumer Internet and newspapers Television home video and newspapers Entertainment Internet and books Home video books and radio Answer b Page Reference 635 Difficulty Moderate AACSB Reflective Thinking 23 The online paid content audience is growing at about a year a b c d 6 11 16 24 Answer c Page Reference 636 637 Difficulty Moderate AACSB Reflective Thinking 24 Which of the following is an example of technological convergence a b c d Answer iPhone cell phone mp3 player stereo a Page Reference 640 Difficulty Easy Difficulty Easy AACSB Reflective Thinking 25 All of the following are aspects of content convergence except a b c d language design production distribution Answer a Page Reference 640 AACSB Reflective Thinking 6 Online Content and Media 26 Which of the following occurs first in the process of media convergence a b c d Media integration Media migration Media transformation Media maturity Answer b Page Reference 642 Difficulty Hard Difficulty Easy AACSB Reflective Thinking 27 The merger of AOL and Time Warner is an example of a b c d technological convergence content convergence industry convergence industry and technological convergence Answer c Page Reference 643 AACSB Reflective Thinking 28 Which of the following media companies recently purchased MySpace com a b c d AOL Time Warner Viacom CBS Disney ABC News Corporation Answer d Page Reference 643 Difficulty Moderate AACSB Reflective Thinking 29 A Hollywood film production company that creates a Web site that contains free content about its forthcoming movies is using which type of revenue model a b c d Subscription Pay per view Advertising Marketing Answer d Page Reference 643 AACSB Reflective Thinking Difficulty Moderate Chapter 10 30 E commerce Business Technology Society 4th ed 7 Newspapers have historically used which of the following revenue models a b c d Marketing Subscription Advertising Pay per view Answer c Page Reference 644 Difficulty Moderate AACSB Reflective Thinking 31 iTunes uses which of the following online content revenue models a b c d Marketing Pay for


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