E-commerce 2018 14th Edition Kenneth Laudon - Solutions

1. Why did Dick’s decide to leave eBay and take over its own e-commerce operations?Founded in 1948 by Dick Stack in Binghamton, New York, Dick’s Sporting Goods has grown from a small local business selling fishing and camping supplies into a Fortune 500 business with stores throughout the
2. What is Dick’s omnichannel strategy?Founded in 1948 by Dick Stack in Binghamton, New York, Dick’s Sporting Goods has grown from a small local business selling fishing and camping supplies into a Fortune 500 business with stores throughout the United States. After Stack’s retirement in
3. What are the three steps in Dick’s migration to its new website?Founded in 1948 by Dick Stack in Binghamton, New York, Dick’s Sporting Goods has grown from a small local business selling fishing and camping supplies into a Fortune 500 business with stores throughout the United States. After
4. What are the primary benefits of Dick’s new system?Founded in 1948 by Dick Stack in Binghamton, New York, Dick’s Sporting Goods has grown from a small local business selling fishing and camping supplies into a Fortune 500 business with stores throughout the United States. After Stack’s
1. What are the main factors to consider when developing an e-commerce presence?
3. Discuss the differences between a simple logical and a simple physical website design.
4. Why is system testing important? Name the types of testing and their relation to each other.
5. Compare the costs for system development and system maintenance. Which is more expensive, and why?
7. What are the main differences between single-tier and multi-tier site architecture?
9. What are the main factors to consider when choosing the best hardware platform for your website?
10. Why is web server bandwidth an important issue for e-commerce sites?
11. Compare and contrast the various scaling methods. Explain why scalability is a key business issue for websites.
12. What are the eight most important factors impacting website design, and how do they affect a site’s operation?
13. What are Java and JavaScript? What role do they play in website design?
14. Name and describe three methods used to treat customers individually. Why are they significant to e-commerce?
15. What are some of the policies e-commerce businesses must develop before launching a site, and why must they be developed?
16. What are the advantages and disadvantages of mobile first design?
17. What is the difference between a mobile web app and a native app?
18. In what ways does a hybrid mobile app combine the functionality of a mobile web app and a native app?
19. What is PHP and how is it used in web development?
20. How does responsive web design differ from adaptive web delivery?
6. How does spoofing threaten a website’s operations?
7. Why is adware or spyware considered to be a security threat?
8. What are some of the steps a company can take to curtail cybercriminal activity from within a business?
10. Briefly explain how public key cryptography works.
11. Compare and contrast firewalls and proxy servers and their security functions.
12. Is a computer with anti-virus software protected from viruses? Why or why not?
13. Identify and discuss the five steps in developing an e-commerce security plan.
14. How do biometric devices help improve security? What particular type of security breach do they reduce?
16. Describe the major steps involved in an online credit card transaction.
17. Why is Bitcoin so controversial?
18. What is NFC and how does it work?
19. Discuss why EBPP systems are becoming increasingly popular.
20. How are the main types of EBPP systems both alike and different from each other?
1. Is growth of the Internet, in terms of users, expected to continue indefinitely? What, if anything, will cause it to slow?
2. What are some methods of cross-device tracking?
5. What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?
7. What is a marketing automation system and how is it used?
8. List the differences among databases, data warehouses, and data mining.
9. Name some of the drawbacks to the data mining techniques used in Internet marketing.
10. What pricing strategy turned out to be deadly for many e-commerce ventures during the early days of e-commerce? Why?
11. Is price discrimination different from versioning? If so, how?
12. What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales at a website?
13. Explain how versioning works. How is this different from dynamic pricing?
14. Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?
15. What are some reasons why online advertising still constitutes only about 37% of the total advertising market?
16. What are some of the advantages of direct e-mail marketing?
17. Why is offline advertising still important?
18. 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?
19. Define CTR, CPM, CPC, CPA, and VTR.
20. What are marketing analytics and how are they used?
2. 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.
4. 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
1. 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
2. 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
3. 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
4. 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
5. 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 4. Which system would you choose and why?
QQ Understand the scope of e-commerce crime and security problems, the key dimensions of e-commerce security, and the tension between security and other values.
QQ Identify the key security threats in the e-commerce environment.
QQ Describe how technology helps secure Internet communications channels and protect networks, servers, and clients.
QQ Appreciate the importance of policies, procedures, and laws in creating security.
QQ Identify the major e-commerce payment systems in use today.
QQ Describe the features and functionality of electronic billing presentment and payment systems.
1. What do you think are the most potentially damaging types of attacks aimed at us?
2. What do you think should be the broad outlines of an online security policy?
3. In terms of remedies, what do you believe are the four most important solutions to online security issues for banks?
4. As you probably know, social engineering, such as phishing, is a major threat for us. What would you recommend for minimizing this threat?
5. Many security techniques impose costs on our customers. The more powerful our security software, hardware, and protocols, the greater the chance customers will find our online sites more difficult to use, and slower. What do you think about this dilemma?
1. Who are the three major players in the mobile payment market?Nearly every day, it seems, a new mobile payment system is announced by giant tech companies, startups, merchants, and banks. The mobile payment marketplace is experiencing an explosion of innovative ideas, plans, and announcements,
2. Why is Venmo considered a social-mobile payment system?Nearly every day, it seems, a new mobile payment system is announced by giant tech companies, startups, merchants, and banks. The mobile payment marketplace is experiencing an explosion of innovative ideas, plans, and announcements, which
3. How does Apple Pay differ from Android Pay and Samsung Pay?Nearly every day, it seems, a new mobile payment system is announced by giant tech companies, startups, merchants, and banks. The mobile payment marketplace is experiencing an explosion of innovative ideas, plans, and announcements,
4. How does PayPal enable mobile payments?Nearly every day, it seems, a new mobile payment system is announced by giant tech companies, startups, merchants, and banks. The mobile payment marketplace is experiencing an explosion of innovative ideas, plans, and announcements, which one commentator
QQ Understand the key features of the Internet audience, the basic concepts of consumer behavior and purchasing, and how consumers behave online.
QQ Identify and describe the basic digital commerce marketing and advertising strategies and tools.
QQ Identify and describe the main technologies that support online marketing.
QQ Understand the costs and benefits of online marketing communications.
1. What do you think are some of the advantages of developing an online channel for branding and direct sales rather than using traditional media such as print advertising or television?
2. Do you think the Internet and social networks are a good way to promote organic products and generate direct sales, as well as drive more customers to our stores?
3. Word of mouth is a very powerful marketing tool. How do you think we can achieve more effective word-of-mouth online marketing?
4. Aside from websites and social networks, what other online marketing channels should we be focusing on that would be effective for our target audience?
5. Do you think our customers would be interested in home delivery of organic foods?
1. Pay a visit to your favorite portal and count the total ads on the opening page.Count how many of these ads are (a) immediately of interest and relevant to you,(b) sort of interesting or relevant but not now, and (c) not interesting or relevant.Do this 10 times and calculate the percentage of
2. Advertisers use different kinds of “profiles” in the decision to display ads to customers. Identify the different kinds of profiles described in this case, and explain why they are relevant to online display advertising.The holy grail of advertising and marketing is to deliver the right
3. How can display ads achieve search-engine–like results?The holy grail of advertising and marketing is to deliver the right message to the right person at the right time. If this were possible, no one would receive ads they did not want to see, and then no advertising dollars would be wasted,
4. Do you think instant display ads based on your immediately prior clickstream will be as effective as search engine marketing techniques? Why or why not?The holy grail of advertising and marketing is to deliver the right message to the right person at the right time. If this were possible, no one
1. 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?
2. 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• Social network marketing Describe how each plays a role in growing the business, and create a slide
3. Use the Online Consumer Purchasing Model (Figure 6.11) 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).
4. 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?
5. Do a search for a product of your choice on at least three 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?
6. 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
7. Visit Facebook and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? You could also search on a retail product on Google several times, and related products, then visit Yahoo or another popular site to
QQ Understand the difference between traditional online marketing and the new socialmobile-local marketing platforms and the relationships between social, mobile, and local marketing.
QQ Understand the social marketing process from fan acquisition to sales and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.
QQ Identify the key elements of a mobile marketing campaign.
QQ Understand the capabilities of location-based local marketing.
1. What kinds of experiences have you had creating social media content?
2. One of our clients is a media firm that focuses on health and exercise.Currently, its primary market is adults over the age of 55. The client would like to target 24-to-36-year-olds. How do you think a firm like this could use Facebook or other social networks to promote its products?
3. One of our clients is a regional retail bank. They report that more and more of their customers are using mobile phones to access their services. How would you recommend they use social marketing?

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E-commerce 2018 14th Edition Kenneth Laudon - Solutions

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