Questions and Answers of Marketing Research 13th

5. Does an e-business model include only online models?
4. What is e-business strategy?
3. Define e-marketing strategy and explain how it is used.
20. As a consumer who is in control, what would you like to see for the future Web 3.0?
19. How do social media and consumer-generated content change the way marketers operate? Explain.
18. As a consumer, how will your life change when the semantic Web becomes a reality?
16. Some economists suggest that the increase in e-commerce within the business-to-business (B2B)market will lead to greater competition and more goods and services becoming commodities, meaning they
15. As a consumer, what difference does it make if e-business is “just business”? Explain your answer.
14. What are the implications of the differences in various countries’ internet adoptions?
13. The Barack Obama Campaign Story. In 20 years, when Web 3.0 is a reality, what additional tactics will political campaigns use (also refer to Exhibit 1.12 ideas)?
12. The Barack Obama Campaign Story. Explain how Obama’s 2008 and 2012 campaign capitalized on Web 2.0 properties and trends.
11. What are the key elements of Web 3.0?
10. Differentiate between owned, paid, and earned media.
3. How does technology change traditional marketing?
1. Define e-business and e-marketing.
Differentiate CRM metrics by customer life cycle stage.
Highlight some of the company-side and client-side tools that e-marketers use to enhance their CRM processes.
Discuss the nine major components needed for effective and efficient CRM in e-marketing.
Describe social CRM and how it relates to traditional CRM.
Outline the three pillars of relationship marketing for e-marketing.
Define customer relationship management and identify the major benefits to e-marketers.
Identify specific metrics used to monitor, measure, and refine earned media activities.
Discuss how a company can build, maintain, monitor, and repair its reputation online.
Highlight seven ways in which companies can attract users and move them up the engagement ladder.
Outline the marketing benefits of engaging consumers in collaborative content creation.
List some key techniques for engaging users and discuss the importance of each.
Explain the role of trust in earned media and its implications for consumer behavior.
Describe the five levels of user engagement and explain what each means for earned media.
Identify some key metrics used by advertisers to determine the effectiveness and efficiency of paid media.
Highlight how paid media can move B2B prospects through the marketing purchase funnel.
Discuss the various ways in which marketers can reach target audiences through mobile advertising and paid search.
Describe some of the advertising tactics offered by the most popular social media sites, virtual worlds, and online video sites.
Explain the three unique aspects of social networks that attract advertisers to paid social media.
List the most important paid media techniques and discuss how and when advertisers use each.
Outline the characteristics, benefits, and limitations of paid media.
Highlight some of the metrics marketers can use to evaluate owned media performance.
Explain how and why marketers use search engine optimization.
Describe the most commonly used owned media and their benefits for marketing.
Discuss why companies use content marketing.
Identify the differences in control and reach between owned, paid, and earned media.
List the five traditional marketing communication tools and distinguish between traditional media and social media.
Explain how marketers use the AIDA model and the hierarchy of effects model when making communication decisions.
Define integrated marketing communication (IMC).
Highlight how companies can use distribution channel metrics.
Distinguish among e-commerce, m-commerce, social commerce, and F-commerce.
Outline the major models used by online channel members.
Discuss the trends in supply chain management and power relationships among channel players.
Explain how the internet is affecting distribution channel length.
Describe the three major functions of a distribution channel.
Describe several types of online payment systems and their benefits to online retailers.
Outline the arguments for and against the internet as an efficient market.
Highlight the seller’s view of pricing online in relation to internal and external factors.
Discuss the buyer’s view of pricing online in relation to real costs and buyer control.
Identify the main fixed and dynamic pricing strategies used for selling online.
Outline some of the key factors in e-marketing-enhanced product development.
Discuss how attributes, branding, support services, and labeling apply to online products.
Define product and describe how it contributes to customer value.
Define differentiation and positioning and give examples of online companies using them.
Describe two important coverage strategies e-marketers can use to target online customers.
Outline several types of internet usage segments and their characteristics.
List the most commonly used market segmentation bases and variables.
Explain why and how e-marketers use market segmentation to reach online customers.
Outline the characteristics of three major markets for e-business.
Highlight the five main categories of outcomes that consumers seek from online exchanges.
Outline the broad individual characteristics, psychology, and consumer resources that consumers bring to the online exchange.
Describe the internet exchange process and the technological, social/cultural, and legal context in which consumers participate in this process.
Discuss general statistics about the internet population.
Highlight four important methods of analysis that e-marketers can apply to information in the data warehouse.
Explain the concepts of big data and cloud computing.
Contrast client-side data collection, server-side data collection, and real-space approaches to data collection.
Describe several ways to monitor the Web for gathering desired information.
Explain why the internet is used as a contact method for primary research and describe the main internet-based approaches to primary research.
Discuss how and why e-marketers need to check the quality of research data gathered online.
Identify the three main sources of data that e-marketers use to address research problems.
Highlight key ethical and legal concerns related to online expression.
Explain some of the important patent, copyright, trademark, and data ownership issues related to the internet.
Identify some of the main privacy concerns within traditional and digital contexts.
Discuss the implications of ethical codes and self-regulation.
Compare and contrast ethics and law.
Explain how e-marketing is being used with very low income or base of the pyramid consumers.
Discuss the controversy related to the digital divide.
Review the special challenges of e-marketing on the wireless internet in the context of emerging economies.
Describe how e-marketing strategy is influenced by computer and telephone access, credit card availability, attitudes toward internet use, slow connection speeds, Web site design, and electricity
Outline how e-marketers apply market similarity and analyze online purchase and payment behaviors in planning market entry opportunities.
Define emerging economies and explain the vital role of information technology in economic development.
Discuss overall trends in internet access, usage, and purchasing around the world.
List some key revenues and costs identified during the budgeting step of the e-marketing planning process.
Describe the tasks that marketers complete in tiers 1 and 2 as they create e-marketing strategies.
Show the form of an e-marketing objective and explain the use of an objective-strategy matrix.
Discuss the nature and importance of an e-marketing plan and outline its seven steps.
Enumerate key performance metrics for social media communication.
Discuss the use of performance metrics and the Balanced Scorecard to measure e-business and e-marketing performance.
Identify the main e-business models at the activity, business process, and enterprise levels.
Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy.
Identify several trends that may shape the future of e-marketing, including the semantic Web.
Understand the distinction between information or entertainment as data and the information-receiving appliance used to view or hear it.
Explain how increasing buyer control is changing the marketing landscape.
Explain how the advances in internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society.Distinguish between e-business and e-marketing.
3. Considering the demographic changes mentioned on page 5, what are the likely implications of these changes for a manufacturer of tinned baked beans?
4. What is meant by the term ‘information explosion’ and what are its implications?

Showing 900 - 1000 of 1305