study the following chapter of textbook and access the following web addresses and study the content:

Raymond Frost, Alexa K. Fox & Judy Strauss (2019). Segmentation, Targeting, Differentiation, and Positioning Strategies. E-Marketing, 8, 178 - 203.

The World's Top Online Marketplaces 2022

https://www.webretailer.com/b/online-marketplaces/Links to an external site.

Market segmentation

https://en.wikipedia.org/wiki/Market_segmentationLinks to an external site.

How to make a targeting strategy?

https://www.marketing91.com/how-to-make-a-targeting-strategy/Links to an external site.

Difference Between Positioning and Differentiation

https://www.differencebetween.com/difference-between-positioning-and-vs-differentiation/

1) What are the three main markets of e-business, and how do they differ?

2) Define the four main segmentation bases and list at least two segmentation variables for each.

3) Why are millenials and Gen Z important market segments for e-marketers?

4) Why do e-marketers need to measure attitude toward technology? What measures are available?

5) What benefits do consumers seek online?

6) How do benefit segments differ from usage segments?

7) What are the three most important online engagement segmentation levels? Describe Forrester's Social Technographics segmentation scheme.

8) How does micromarketing differ from niche marketing?

9) Why would an e-marketer want to create or nurture a website for building a community?

10) How does differentiation differ from positioning?

11) Underdeveloped countries tend to have sharper class divisions than those that exist in the United States. It is not uncommon for 2 percent of the population to control 80 percent of the wealth. As a marketer, how would you use this knowledge to develop a segmentation strategy for targeting consumers in these countries?

12) Many parents are upset that some websites specifically target children and young teens. Outline the arguments for and against a company using this segmentation and targeting strategy. Which side do you support, and why?

13) Some company managers forbid employees from using the internet for non-work-related activities. What are the implications for e-marketers that segment their markets using the variable of home and work access?

14) Forrester Research suggests a segmentation scheme for online engagement. Interview some of your classmates to see what proportion falls into each segment.

15) Looking at the list of 10 community types in Exhibit 8.7, name one Web company that capitalizes on each for marketing purposes.

16) How can a company identify influencers that might affect its product sales or branding efforts?

17) How can marketers use the data about smartphone use to build profitable target market segments?

18) Why would an e-marketer choose to use competitor positioning? Integrator positioning?

19) Which mobile or stationary market segment fits you the best? What kinds of products would succeed in this segment?

20) How might an online company react if a rival embarks on competitor positioning in an unflattering way?

21) Are customers likely to be confused by an integrator positioning that suggests a website sells anything and everything? What are the advantages and disadvantages of this positioning?

22) How to make a targeting strategy? Discuss.

23)

Do the web activities using Microsoft Word.

• Visit GoogleLinks to an external site. and FacebookLinks to an external site. to look for a grocer in your area. Compare the results of these searches based on effectiveness of the results and how easy they were to use.

• Amazon.comLinks to an external site. is a site trusted by millions of customers. Visit the site and identify what makes the site trustworthy.

• Find one website that caters to kids, one to teens, one to millennials, and one to older adults. Evaluate the site atmospherics for each and report on differences.