E-commerce 2018 14th Edition Kenneth Laudon - Solutions

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Examine the use of rich media and video in advertising. Find and describe at least two examples of advertising using streaming video, sound, or other rich media technologies. (Hint: Check the sites of online advertising agencies for case studies or examples of their work.) What are the advantages
Do a search for a product of your choice on two search engines. Examine the results page carefully. Can you discern which results, if any, are a result of a paid placement? If so, how did you determine this? What other marketing communications related to your search appear on the page?
Surf the Web for at least 15 minutes. Visit at least two different e-commerce sites. Make a list describing in detail all the different marketing communication tools you see being used. Which do you believe is the most effective and why?
Use the Online Consumer Purchasing Model (Figure 6.10) to assess the effectiveness of an e-mail campaign at a small website devoted to the sales of apparel to the ages 18–26 young adult market in the United States.Assume a marketing campaign of 100,000 e-mails (at 25 cents per e-mail address).
Visit Net-a-porter.com and create an Internet marketing plan for it that includes each of the following:one-to-one marketing, affiliate marketing, viral marketing, blog marketing, and social network marketing.Describe how each plays a role in growing the business, and create a slide presentation of
Go to www.strategicbusinessinsights.com/vals/presurvey.shtml. Take the survey to determine which lifestyle category you fit into. Then write a two-page paper describing how your lifestyle and values impact your use of e-commerce. How is your online consumer behavior affected by your lifestyle?
What are marketing analytics and how are they used?
Define CTR, CPM, CPC, CPA, and VTR.
What is the difference between hits and page views? Why are these not the best measurements of web traffic?Which is the preferred metric for traffic counts?
Why is offline advertising still important?
What are some of the advantages of direct e-mail marketing?
What are some reasons why online advertising still constitutes less than 50% of the total advertising market?
Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?
Explain how versioning works. How is this different from dynamic pricing?
What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales at a website?
Is price discrimination different from versioning? If so, how?
What pricing strategy turned out to be deadly for many e-commerce ventures during the early days of e-commerce? Why?
Name some of the drawbacks to the data mining techniques used in Internet marketing.
List the differences among databases, data warehouses, and data mining.
What is a marketing automation system and how is it used?
Why have advertising networks become controversial? What, if anything, can be done to overcome any resistance to this technique?
What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?
Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research?
Would you say that the Internet fosters or impedes social activity? Explain your position.
What are some methods of cross-device tracking?
Is growth of the Internet, in terms of users, expected to continue indefinitely? What, if anything, will cause it to slow?
Research the challenges associated with payments across international borders and prepare a brief presentation of your findings. Do most e-commerce companies conduct business internationally? How do they protect themselves from repudiation? How do exchange rates impact online purchases? What about
Find three certification authorities and compare the features of each company’s digital certificates. Provide a brief description of each company as well, including number of clients. Prepare a brief presentation of your findings.
Given the shift toward m-commerce, do a search on m-commerce (or mobile commerce) crime. Identify and discuss the security threats this type of technology creates. Prepare a presentation outlining your vision of the new opportunities for cybercrime that m-commerce may provide.
Imagine you are the owner of an e-commerce website. What are some of the signs that your site has been hacked? Discuss the major types of attacks you could expect to experience and the resulting damage to your site. Prepare a brief summary presentation.
How are the main types of EBPP systems both alike and different from each other?
Discuss why EBPP systems are becoming increasingly popular.
What is NFC and how does it work?
Why is Bitcoin so controversial?
Describe the major steps involved in an online credit card transaction.
Briefly discuss the disadvantages of credit cards as the standard for online payments. How does requiring a credit card for payment discriminate against some consumers?
How do biometric devices help improve security? What particular type of security breach do they reduce?
Identify and discuss the five steps in developing an e-commerce security plan.
Is a computer with anti-virus software protected from viruses? Why or why not?
Compare and contrast firewalls and proxy servers and their security functions.
Briefly explain how public key cryptography works.
Explain some of the modern-day flaws associated with encryption. Why is encryption not as secure today as it was earlier in the century?
What are some of the steps a company can take to curtail cybercriminal activity from within a business?
Why is adware or spyware considered to be a security threat?
How does spoofing threaten a website’s operations?
Name the major points of vulnerability in a typical online transaction.
Which system would you choose and why?
Choose one of the open source web content management systems such as WordPress, Joomla, or Drupal or another of your own choosing and prepare an evaluation chart similar to that required by Project
Choose two e-commerce software packages and prepare an evaluation chart that rates the packages on the key factors discussed in the section “Choosing an E-commerce Software Platform.” Which package would you choose if you were developing a website of the type described in this chapter, and why?
Imagine that you are in charge of developing a fast-growing startup’s e-commerce presence. Consider your options for building the company’s e-commerce presence in-house with existing staff, or outsourcing the entire operation. Decide which strategy you believe is in your company’s best
Visit several e-commerce sites, not including those mentioned in this chapter, and evaluate the effectiveness of the sites according to the eight basic criteria/functionalities listed in Table 4.11. Choose one site you feel does an excellent job on all the aspects of an effective site and create a
Go to the website of Wix, Weebly, or another provider of your choosing that allows you to create a simple e-tailer website for a free trial period. Create a website. The site should feature at least four pages, including a home page, product page, shopping cart, and contact page. Extra credit will
How does responsive web design differ from adaptive web design?
What is PHP and how is it used in web development?
In what ways does a hybrid mobile app combine the functionality of a mobile web app and a native app?
What is the difference between a mobile web app and a native app?
What are the advantages and disadvantages of mobile first design?
What are some of the policies e-commerce businesses must develop before launching a site, and why must they be developed?
Name and describe three methods used to treat customers individually. Why are they significant to e-commerce?
What are the eight most important factors impacting website design, and how do they affect a site’s operation?
Why is web server bandwidth an important issue for e-commerce sites?
What are the main factors to consider when choosing the best hardware platform for your website?
What are the main differences between single-tier and multi-tier site architecture?
Compare the costs for system development and system maintenance. Which is more expensive, and why?
Why is system testing important? Name the types of testing and their relation to each other.
Discuss the differences between a simple logical and a simple physical website design.
What are the main factors to consider when developing an e-commerce presence?
What role does CSS play in the creation of web pages?
Compare and contrast the capabilities of Wi-Fi and cellular wireless networks.
What is Project Loon?
What are the differences between a public, a private, and a hybrid cloud?
What is 5G?
What function do IXPs serve?
What role does a Tier 1 ISP play in Internet infrastructure?
Explain how packet switching works.
What is an IPb6 address and why are they necessary?
What is crowdfunding and how does it help e-commerce companies raise capital?
What are five generic business strategies for achieving a profitable business?
What are the major differences between virtual storefronts, such as Bluefly, and bricks-and-clicks operations, such as Walmart? What are the advantages and disadvantages of each?
Why is it difficult to categorize e-commerce business models?
How do venture capitalists differ from angel investors?
Would you say that Amazon and eBay are direct or indirect competitors? (You may have to visit the websites or apps to answer.)
What platform do the majority of Internet users in the United States use to access the Internet?
What are those who take a behavioral approach to studying e-commerce interested in?
What are some of the privacy issues that Facebook has created?
Why is a multidisciplinary approach necessary if one hopes to understand e-commerce?
What is a network effect, and why is it valuable?
How are e-commerce technologies similar to or different from other technologies that have changed commerce in the past?
What is Web 2.0? Give examples of Web 2.0 websites or apps and explain why you included them in your list.
Name three of the business consequences that can result from growth in information density.
What is information asymmetry?
What is e-commerce? How does it differ from e-business? Where does it intersect with e-business?
5. Follow up on events at Uber since October 2017 (when the opening case was prepared). Prepare a short report on your findings.
4. Prepare a brief report or presentation on how companies are using Instagram or another company of your choosing as a social e-commerce platform.
3. Given the development and history of e-commerce in the years from 1995–2017, what do you predict we will see during the next five years of e-commerce? Describe some of the technological, business, and societal shifts that may occur as the Internet continues to grow and expand. Prepare a brief
2. Search the Web for an example of each of the major types of e-commerce described in Section 1.4 and listed in Table 1.3. Create a presentation or written report describing each company (take a screenshot of each, if possible), and explain why it fits into the category of e-commerce to which you
1. Choose an e-commerce company and assess it in terms of the eight unique features of e-commerce technology described in Table 1.2. Which of the features does the company implement well, and which features poorly, in your opinion? Prepare a short memo to the president of the company you have
20. What platform do the majority of Internet users in the United States use to access the Internet?
19. What are those who take a behavioral approach to studying e-commerce interested in?
18. What are some of the privacy issues that Facebook has created?

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E-commerce 2018 14th Edition Kenneth Laudon - Solutions

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