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E Marketing 7th edition Judy Strauss, Raymond Frost - Solutions
What concerns about consumer privacy are raised by the increased use of wireless computing and handheld devices outside the home or workplace?
As a consumer, how will your life change when the semantic Web becomes a reality?
How will social media and consumer-generated content change the way marketers operate? Explain
What are metrics and why are they important?
As a consumer who is in control, what would you like to see for the future Web 3.0?
How does technology change traditional marketing?
As a technology, how does the Internet compare with the telephone?
What are some of the marketing implications of Internet technologies?
In the context of e-marketing, what does “the medium is not the appliance” mean?
Describe the important Internet properties that affect marketing.
What fundamental changes has the Internet brought to marketing?
What is the difference between inbound and outbound marketing?
Give examples of e-business models.
What are the four levels of commitment to e-business? Give some examples of each.
What is customer relationship management (CRM) and why do companies create strategies in this area?
What is an Internet pure play, and what are some examples?
What is strategic planning and why do companies prepare a SWOT analysis during the strategic planning process?
What are three ways of collecting Web analytics?
What is the Balanced Scorecard and how do companies use it in e-business?
List six important social media awareness/exposure metrics.
Amazon story. Identify the business models Amazon used and at which level of e-business commitment each falls (Exhibit 2.3).
Amazon story. What performance metrics might Amazon use to measure progress toward its growth and customer service objectives?
Why is it important for an e-business model to create value in a way that is differentiated from the way competitors’ models create value?
How does e-business strategy relate to strategy on the corporate level?
Based on the opening vignette and your examination of the Amazon.com site (or your experience as a customer), what strategic objectives do you think are appropriate for this e-business? What performance metrics would you use to measure progress toward achieving these objectives—and why?
The Balanced Scorecard helps e-business examine results from four perspectives. Would you recommend that e-businesses also look at results form a societal perspective? Explain your response.
Should e-businesses strive to build community with noncustomers as well as customers? Why or why not?
Do you agree or disagree that the page view metric is nearly useless in the Web 2.0 environment?
If you were to write a blog about your experiences at the university you attend to help high school students understand what college was like, which metrics would you use to measure the blog’s success, and why?
Define e-marketing strategy and explain how it is used.
What kinds of questions should a firm ask in developing an e-marketing plan to serve customers in current markets through an online channel?
Why is it important for e-marketers to specify not only the task but also the measurable quantity and time frame for accomplishing an objective?
Why would the management of American Airlines expect its e-marketers to estimate the financial impact of intangible benefits such as building brand equity through e-mail messages to frequent flyers?
Why do entrepreneurs seeking funding need a venture capital e-marketing plan rather than a napkin plan?
What is the purpose of the marketing opportunity analysis and the segment analysis?
What four elements in tier one and five elements in tier two are devised for e-marketing strategy?
What is the purpose of an e-marketing objective-strategy matrix?
How do managers use budgeting within the e-marketing planning process?
Why do e-marketing plans need an evaluation component?
Twitter story: If you were a venture capitalist with millions to invest, what questions would you ask Jack Dorsey before investing in Twitter?
What other business models would you recommend to Twitter for generating profit, in addition to selling advertising.
What is an emerging economy?
What differences do you see between the U.S. version of American Idol and the version in other countries? Use material from this chapter to explain the reason for those differences.
Do you think that this brand needs to be consistent worldwide to maintain a desired brand image? Explain.
Do you agree with the observation that the global Internet will drive styles, tastes, and products to converge and create a more homogenous, global marketplace? Why or why not?
Knowing that many consumers in emerging economies are wary of buying online, what would you do, as an e-marketer, to encourage them to change their attitudes and behavior?
What are the advantages of disadvantages of e-marketers creating fast-loading low-graphics versions of their Web sites to accommodate slower connection speeds in emerging economies?
What responsibility do you think e-marketers should assume for helping to close the digital divide? Do you think consumers and governments should assume some responsibility, as well? Explain your answers.
How serious is the online threat from Chinese companies? Are some product or service categories more likely for Chinese companies to succeed in globally than others? Explain your answer.
How can countries with emerging economies make use of information technology?
What is the concept of market similarity and how does it apply to companies that target foreign markets?
Why is credit card payment a conundrum in emerging economies?
How do computer and telephone ownership affect e-marketing in emerging economies?
Why must Web site designers consider connection speeds in emerging economies?
What are some of the electricity problems faced by e-marketers in emerging economies?
How is wireless Internet access likely to influence e-marketing around the world?
What is the digital divide and what does it mean for e-marketers?
Define ethics and law and show how they are different and similar.
What is the doctrine of fair use and how should it be applied online?
What are EU safe harbor provisions and why is it important for U.S. companies doing business in Europe?
Is it better to regulate industry via laws or let industry self-regulate? Support your claim.
Which is more ethically problematic: Attacking a former employer via online discussion or making the same attack by e-mailing current employees?
Deep linking takes place regularly over the Internet. Anytime you make a Web page that links to another site and bypasses the home page of that site you are deep linking. Should this practice be allowed? Explain your position.
Framing takes place regularly over the Internet. To see an example of framing, look up information at AskJeeves (www.ask.com). Should framing be allowed? Support your claim.
The CEO of Amazon, has publicly questioned the advisability of granting patents for business processes such as his company’s 1-Click ordering process. Do such patents put a chilling effect on the expansion of e-commerce? Justify your position.
Which court should have jurisdiction over the Internet? Why?
Evaluate the current trend and direction in copyright law.
How does copyright differ from patent and trademark law?
Which types of trademark dilution exist and how do they differ from each other?
What does it mean to clickwrap a license?
What are the NET Act and the DMCA?
What is the doctrine of first sale? How should it be applied online?
What are the three main sources of data for solving marketing research problems?
What are the 12 channels for online reputation monitoring? Why are they important to a company?
What is real-space data collection? Why is it important?
Is data mining possible without a data warehouse? Why or why not?
What is cloud computing and how does it help marketers?
Give an example of how data mining uncovers new knowledge.
What conclusions can you make about Purina’s customers and brand based on these and the opening story?
Purina story: Classify each of the research methods used by Purina, using concepts from the chapter.
What online research method(s) would you use to test a new product concept? Why?
What online research method(s) would you use to test the brand image of an existing product? Why?
Contrast primary with secondary data and explain the advantages and disadvantages of each.
What combination of techniques would you recommend for conducting competitive intelligence?
Of the ethical issues mentioned in the chapter, which are you most concerned about as a consumer? Why?
Can you think of a marketing research technique that could not be supported online? Explain your answer.
What are the current limitations for undertaking market research on the general population on the Net? How might these be overcome now and in the future?
Given that the cost of sending an e-mail questionnaire to 10,000 people is no higher than the cost of sending it to 10 people, why would market researchers bother devising samples if they were planning to undertake some research online?
What do you think a company should do if it receives a Google Alert or RSS feed showing that customers are speaking poorly about its products?
What are the pros and cons of cloud computing?
How would you monitor a brand image in the social media?
Why is a big data a problem for marketers?
What is competitive intelligence and what are some sources of online CI data?
Why and how do e-marketers evaluate the quality of information on a Web site?
What are the strengths and weaknesses of the Internet for primary and secondary data collection?
Identify the key primary research methods and the appropriate use of each one.
What is A/B testing and why is this important?
How do marketers turn marketing data into marketing knowledge?
Name several consumer behavior theories that apply both on and offline.
In what ways do consumers create content for the Web?
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