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E Marketing 7th edition Judy Strauss, Raymond Frost - Solutions
Customer’s story: Relate Dr. Marsden’s six consumer behavior theories to Justin’s behavior in this hypothetical situation.
Customer’s story: Which of the five exchange outcome categories is Justin using? Give specific examples.
Using the six consumer behavior theories (Marsden), name one online tactic for each that might motivate consumers to purchase.
How can a marketer use the electronic device and consumer viewing patterns displayed in the exhibits and described in this chapter? Why should marketers be concerned with device ownership?
How has cloud computing and streaming media changed the content consumption landscape?
Why would a consumer go to the library instead of using the Internet for research?
Identify and describe the six consumer behavior theories described in Dr. Marsden’s work.
Can an attention economy exist in countries where Internet penetration is low? Explain your answer.
What might e-marketers do to accommodate consumers who are experiential shoppers?
How might e-marketers capitalize on consumer interest in relationships as an outcome of Internet activity?
What are the reasons for the growth in social networking online?
Why do you think that consumers trust each other more than they trust companies? What can marketers do about this?
What are some of the ways marketers can engage customers in content?
What is an exchange?
What are some of the trends affecting online exchanges in the United States?
What are Web 2.0 technologies?
What does customer engagement mean?
What individual characteristics influence online behavior?
What are twinsumers and how can marketers use this concept?
What are the three main markets of e-business, and how do they differ?
How does differentiation differ from positioning?
1-800-Flowers Story: Identify the types of consumer segments used by this company to build revenue. What other segments might be profitable?
1-800-Flowers Story: What is this company’s competitive advantage, and thus its differentiation and positioning basis?
Underdeveloped countries tend to have sharper class divisions than exist in the United States. It is not uncommon for 2% of the population to control 80% of the wealth. As a marketer, how would you use this knowledge to develop a segmentation strategy for targeting consumers in these countries?
Many parents are upset that some Web sites 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?
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?
Looking at the list of 10 community types in Exhibit 8.7, name one Web company that capitalizes on each for marketing purposes.
How can a company identify influentials that might affect its product sales or branding efforts?
How can marketers use the data about smartphone use to build profitable target market segments?
Define the four main segmentation bases and list at least two segmentation variables for each.
Why would an e-marketer choose to use competitor positioning? Integrator positioning?
How might an online company react if a rival embarks on competitor positioning in an unflattering way?
Are customers likely to be confused by an integrator positioning that suggests a Web site sells anything and everything? What are the advantages and disadvantages of this positioning?
Why are millennials and kids important market segments for e-marketers?
Why do e-marketers need to measure attitude toward technology? What measures are available?
What benefits do consumers seek online?
How do benefit segments differ from usage segments?
What are the three most important online engagement segmentation levels? Describe Forrester’s Social Technographics segmentation scheme.
How does micromarketing differ from niche marketing?
Why would an e-marketer want to create or nurture a Web site for building a community?
What are the arguments for and against using existing brand names on the Web?
What similarities do you see in Exhibit 9.4 that makes for great brands? Do you have other ideas?
Under what circumstances would it make sense to take an existing brand name online? When would it not make sense?
Why do e-marketers often have difficulty estimating the revenues, costs, and payout or ROI of a new product under development?
List six new-product strategy categories and provide Internet examples of each.
Why is value tied to the entire product experience?
What are some important criteria for Internet domain naming?
How does labeling work on the Internet?
What techniques can e-marketers employ to enhance new-product development?
Why do e-marketers need to forecast revenue, expenses, ROI, and payout for new products under consideration?
The Google story: Why do you think Google’s primary revenue comes from advertising? What other products do you think Google could monetize?
How does fixed pricing differ from dynamic pricing?
Price of an iPhone App Story: If you created a cool new app, which pricing model would you use and why? Consider all the important pricing variables in this chapter when answering.
Price of an iPhone App Story: What is the difference among the three versions of Angry Birds(free, light, and full versions)? Do the product differences justify the pricing strategies?
Near perfect access to pricing information is a problem that airlines have faced for years. How have airlines responded to this problem? Should Internet businesses adopt similar strategies?
Which of the online cost-saving factors do you think has the greatest effect on price? Why?
Which pricing strategy would you use to introduce a new product for wireless Web access? Why?
Internet technology allows a company to price the same product differently for different customers. What do you think would be the advantages and disadvantages of Amazon offering the same book at one price to a professor and at a different price to a student?
As a buyer, how do you think price transparency affects your ability to develop an appropriate bidding strategy for new products auctioned by companies through eBay?
As a seller, how do you think price transparency affects your ability to obtain as high a price as possible for used products you auction through eBay?
What is price transparency and why is it an important concept for e-marketers to understand?
List the main factors that put downward pressure on prices in the Internet channel.
List the main factors that put upward pressure on prices in the Internet channel.
From the buyer’s perspective, how does the Internet affect costs?
What is an efficient market? What makes the Internet an efficient market and what indicates that it is not an efficient market?
How do e-marketers use geographic, value segment, and negotiated pricing online?
Why is PayPal a good idea for merchants?
What are the advantages of electronic money for online retailers?
What is a distribution channel?
What types of distribution channel metrics are used in the B2C market?
Name five ways to keep consumers from abandoning online shopping carts.
Do you think it is viable for Zappos to move to m-commerce, social commerce, and F-commerce? If yes, how could they do this? If no, why not?
This company uses a direct marketing distribution model, selling to customers directly. Review the functions channel intermediaries perform and explain what extra tasks Zappos has undertaken by eliminating intermediaries.
How does the value of distribution channel functions change when they become Internet based?
Do you agree with the more inclusive definition of the supply chain to include the entire value chain? Support your position.
Although direct distribution often results in lower prices, does it have disadvantages for buyers?
Each intermediary in the channel has to mark up a product’s price to make a profit. Some retailers sell products for almost double the wholesale cost. What would a retailer have to do to add enough value to justify such a markup?
How would you suggest e-marketers solve the last-mile problem?
What is the future of e-commerce, in your opinion? Will it continue to increase? Will it ever become larger in terms of sales than off-line retailing? Explain your answer.
Which social commerce tactics are the best, from a user perspective? Explain.
What is your opinion of F-commerce? Do you think it is appropriate for companies to sell on Facebook? Why or why not and what tactics are appropriate, if any?
What digital content do you think will bring the most revenue online in 5 years?
What is supply chain management (SCM) and why is it important?
Why are e-marketers concerned with the last mile problem?
What is disintermediation? Give an example.
What is an infomediary? Give an example.
What is multichannel marketing? Give an example. Omni-channel marketing? Give examples.
How do brokers and agents differ?
What is integrated marketing communication and why is it important?
Why is search engine optimization an important consideration for the company’s owned media strategy?
Will It Blend? Story. What other owned media do you think this company could use to build its brand online? Explain your rationale.
Will It Blend? Story. How do the videos create earned media? Are there any other things the company could do to engage users to create more earned media?
“Great products + Weak branding = Weak sales.” The CEO of Blendtec said this before his Will It Blend? videos became an internet sensation. How does the hierarchy of effects model explain the CEO’s comment and the sales results that followed this marketing success?
Why would a company prefer the control of owned media over the extended reach of the “many to many” model?
What are the possible marketing consequences of not having an effective search engine optimization strategy?
As a consumer, how are you likely to react when you see that a company representative tweets a comment about a specific topic after other consumers have opened the conversation? What guidelines would you recommend that marketers follow for joining such conversations?
Have you scanned any QR codes? Do you think marketers should include QR codes in their IMC plans? Why or why not?
Which could be more important to an airline selling seats on its flights: a general search engine or a vertical search site? Explain your answer.
Why do marketers keep the AIDA or hierarchy of effects model in mine when planning social media strategy?
What are the five traditional marketing communication tools, and what are some social media platform examples of each?
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