Questions and Answers of Internet Marketing

The origins of the Internet are unusual in the history of commercial media. What makes it unusual and what qualities does that impart to the medium?
What do you believe are reasons for the highly visible failures of some of the early Internet enterprises?Do you see any parallels in more recent years? Are there any currendy popular Internet sires
Discuss the characteristics of Web 2.0 and give an example of each.
What are the broad outlines of Web 3.0?
"The most powerful global brands are now enterprises that were founded in the lnteaiet era."True or False?
The Internet marketing paradigm includes both marketing inputs and marketing actions. Di.~cuss the major components of both rbe inputs and the actions.
What is the Internet infrastructure stack? What is the releva nee of this technologica I concept tO marketers?Why does it now have a cloud at the top?
Discuss the role the Internet plays in the lives of consumers and businesses. I-las it changed the lives of consumers in any meaningful way? I-las it changed the way businesses operate in any
Best practices represent business activities that consisrently produce good results. What is an example you have seen that might be a best practice in customer acquisition? In customer
Internet Career Builder Exercise There are many lmemet marketing positions available at the emry level and for experienced marketers. llie opportunities genera fly exist in specific areas ~ke search
Select an organization (corporate or nonprofit) with which you are somewhat familiar that uses both online and offline channels. Discuss two or three specific examples of how it is raking advantage
Select three different websites that you will follow for rhe semester. Your instructor may make several different assignments based on these sites, so you should choose sires of substance though they
Consider creating a blog rn record your insights and discoveries as you move through the Internet marketing course. Biogs will be discussed in Chapter 9.Directions for creating your own blog can be
Consider gerting rogether with several of your da ssmares rn create a Facebook page to share resources and insights as you progress through the course. You might consider making it a closed page in
Differentiate between three key concepts:supply chain, value chain, and inregrated value chain.
Marketing has rhree core processes: nne of which is supply facing, one of which is essentially internal, and one of which is customer facing. Do you agree with this statement? Be prepared to explain
What are the business outcomes that are the result of a successful supply chain?
Do you agree with the concept that all goods are essentially services? Why or why not?
What are the business practices used by Zara that have made it responsive to customer needs and successful financially?
What stages is an enterprise likely to go through en route ro a virtual value chain?
Discuss integrative elemenL~ Dell has employed on(a) the supply side and (b) the customer side.
How does the combined use of EDI and ERP facilitate the development of an inregrated value chain?
What potential advantages does Web Services have to offer over EDI and ERP?
What is meant by Web Services? Cloud computing?
What is RFID technology? In what ways can it improve supply chain functioning?
What are the four benefits of business inregra tion?
Select an industry (e.g., automotive) or a specific company( e.g., Ford) or even better a specific product model(e.g., Ford Focus) and identify elements of irs value chain. Where can information be
Think about how you bought the text and other material for this class. It might have been through the college bookstore, a local supplier, over the lmernet, or some combination of all three. Identify
Spend some rime on the website of your school, college, or department. How does that organizal tional unit use irs website ro help studenrs visualize institutional processes, mirror activities
Locate a news article on a marketing application of RFID technology different from those described in the chapter. Discuss the application in class, being specific about how it is improving a supply
Locate a nontechnical article about Web Services in general or cloud computing in particular and discuss the implications of this way of delivering technology.l. Why is the concept of the business
Why did some early internet firms such as eT oys fail?
How does the value proposition change a firm's approach to creation of new product~ and new marketing strategies?
Can a company have more than one business model?S. How do business models evolve?
Would you start a business mday driven by the adverti~ing model?
How bas the approach to content changed over the life of the commercial Internet?
Some firms choose to generate revenue by selling or licensing their proprietary software. Others choose an open systems approach and distribute
The example of eToys .com suggest~ that multichannel retailers are more likely to experience long-run succe.~s in the Internet economy than are pure-play Internet retailers. Take a position on this
C',0nsider Figure 3.5 and the differences in profitability and sales growth between the three firms.Are there any other factors other than those mentioned in the text that explain the differences in
Internet Career Builder Exercise Select a company that markets on the Internet that you think you would like to work for after graduation and assume you are preparing for an interview. Lynn Hazan, a
Choose one of the websites you are following for .a detailed study of rhe business model ir represents.Carefully examine rhe way(s) in which obtains revenues, and rry to find our from it~ own reports
Choose a business rhar you believe fits into one of the business models in Table 3.1. Re~e.arch the element~ of its business model and examine rhe sire in considerable detail. DL~cuss both the
Think again about the retail entity from which you bought the material for this class (see Internet Exercise 2 in Chapter 2). Analyze all of the ways in which that enterprise attempts to create value
Choose one of rhe busine~s models from Table 3.l. Search for an article about an Internet business thar is representative of the model.Discuss bow the business implement~ the chosen model.
Choose one of rhe business models from Table 3.1.Construct your own hypothetical business around rhe model. Use some of functions and elements of busine.~s models dL~cussed above ro organize your
The Yahoo! example explores how web portals have evolved. Based on your knowledge of business models and wha r is going on currently, describe how you think the web portal space will evolve and
Why is it important for the marketer to distinguish ber,,veen custo1ner acquisition, conversion, and retention when developing marketing strategies?
How doe.~ "the offer" differ from "the product" of traditional mass media marketing?
In addition m the offer, what are the elements of a direct marketing strategy?
How do direct marketers distinguish between the"front end" and the "back end" of a transaction?Why i~ this important?
Explain the "customer lifetime value" concept.Thinking about a specific firm, how could it use the concept of CL V to increase the overall profitability of its customer base?
How i~ testing different from marketing research?
Why and how does testing offer opportunities to Internet marketers?
What are some types oi analytics that are supported by the customer data base?
Distinguish bet ween the concepts of customer profiles, market segment~, and predictive modeling.l O. Explain the related concepts of data warehousing and data mining.11 . What do you think the
Register at a B2C website-one of those you chose to track for the semester if one is appropriate. lf not, choose another site for this exercise.a. Ca rdully consider the potential value of the data
Choose a website that permits personalizationporta Is or large content sites are a good choice.Personalize your own page on the site. Think ab out the kinds of customer data that are produced as you
Visit a website that you patronize frequently, one from which you have purchased something, if possible.Identify two marketing elements rhar c ould usefully be tested. How would you go about setting
Think about your own Internet use habits. Have you changed your use of traditional media? Why or why not? How do your own habits fit the media use attitudes and patterns described in this chapter?
A businessperson who is nor an lnternet expert asks you whether the Internet is useful for branding.What answer would you give and how could you support it with examples?
What are special tools and techniques that enterprises can use in their bra ncl-building process on the web?
Do you believe that online advertising has more potential ro engage viewers than mass media adverti~ing? Why or why nor?
What is a branded community? If you are a memher of one or more branded communities, what has your experience been? If you are not, why have you not joined communities for products or services you
Think a bout your own consumption of video. What kinds of entertainment and informariona I videos a re you most likely ro view? Why? Do you often find yourself viewing marketing videos? Why or why
Add some of your favorite videos to the business/marketing, entertainment/information, and vira I videos shown in Table 5.2. 1~ there another category tha r would be useful for marketers srudying the
What are the elements of video marketing strategy?Why is it important that marketers have a strategy for their use of videos?
What i~ meant by " branded content?" Are you aware of recently seeing branded content on the lmernet? How much and what kinds?
What ma kes a marketing video effective?11 . \Vhy are optimizing for search and sharing important parts of a video marketing strategy?12 . Whar are some of the key metrics that are used ro measure
I nrernet Career Builder Exercisea. These are some of the jobs that are available in brand marketing and video marketing, on both the client side and the agency side. You can 6nd others on site.~
Visir one or more of the wehsires you have been following. Think abour the nature of their brand, whether it is a tangible product, a services product, or a nonprofit organi2a tion, in which case rhe
Do several searches on You Tube, some using very popular topics or producrs, some using more unusual, even esoteric, ones. Do you ever fail to come up with videos? What do you see in tenn~ of
Eye View Digira I is a producer of personalized video advertising. lt has a quiz that tt~-~ts your ability to determine which videos are likely to be more effective.Try the quiz and see how you fare:
True or False: All businesses need to create a steady flow of new cu~rnmers as part of their marketing strategy. Explain your answer.
Identify the main cusromer acquisition mols.
What is online display advertising, and how does it relate ro offline display advertising?
What is an online ad format? Why must marketers be familiar with the formats and undersea nd what creating an online ad requires?
What is a rich media ad? What benefits does it offer the marketer? Does it have any potential downsides?
Why were additional new ad format~ developed?What benefit~ do they offer the marketer? Do any of the format.~ have any potential downsides?
How does a marketer go about placing an ad on Facehook or l inked In?
Why is ad serving an improvement over just placing an ad on a web page and just leaving it there?
Behavioral ad targeting is especially important on the Internet. Explain why and give a hypothetical example, perhaps based on your own experience.
Is demographic or behavioral or contextual advertising a hetter way to precisely target website visitors?l l. True or False: lvlarkering events are necessarily held in the physical world, but they
Discu~s whether or not generating publicity is one of the few marketing communications activities that has not changed much as a result of the Internet.
Do affiliate program.~ rend tO attract many websites or biogs that can generate a large volume of traffic that results in sales? Why or why not?14·. What i.~ the importance of portal deal~ to
Internet Career Builder Exercisea. These are some of the jobs that are available in online advertising, event marketing, and public relations. You can find others on sires recommended by your
Visir a website you go to often, paying attention to the advertising this rime. What kinds of ads do you see and why do you think they were placed on thi.s particular site? Close out of the site and
If you have not already done so, make a contact with one ofthe three websites you are tracking. You could register, ask for information, or even purchase a product if you wish. Think about the
Visit the website of your local newspaper. Carefully examine the online media kit to understand what it offers tha r is the same as or different from the ad fonnars described in thi~ chapter. Try
Why is email still a strong tool for Internet marketers?Do you think it will be replaced by mobile applications, such as text messaging, and in what time frame?
What is meant by permission marketing? Do you think it is an important concept t0 email marketers?
Think about email communications from marketers, perhaps some rhat you receive yourself. What makes them interesting and worth your time to open and read? Do you ever take any action as a result of
What are the main benefits of using an email service provider? Say you are the head of a student organization and you need to regularly contact members, would you consider using an email service
What aspects of promotional email design would you take into account if you were designing an email to invite students to a meeting of the organization mentioned in question 4? Where would you put
Frnm your perspective, is rhe CAN-SPAM law working? Why or why not?
Assume that WilyMarketer.com is running an email campaign to acquire new customers. ll LS considering two options: review the following option choices. In either event, actual campaign management
Internet Career Builder Exercisea. There are a number of resources for email marketing, which is predicted by Kiplinger to be a mp ten job opportunity in the next few years.29 The Email /vlarketers
If you have nor already done so, sign up for an email newslerter from one or m()re of the sires you are following. Keep a log for the next few weeks of the email contacts that result. How many emails
Assume you are to design and send an email ro invite students to attend a presentation on email marketing at your university. Using the suggested processes and rips in this chapter, create a plan for
Next, de.sign the email that you have planned ro send using good email design principle,,. Share your design with the class and get feedback.
Why do you think search has become such an important part of the life of Internet users?

Showing 1 - 100 of 239