E-commerce 2018 14th Edition Kenneth Laudon - Solutions

4. Many of our clients are small businesses like health food stores, restaurants, and specialty retailers. What would you suggest is a good way to reach these local customers via social media?
5. The online marketing process has changed for most of our clients in part because people are using multiple screens, from TV, to desktops, to mobile phones. How should we advise our clients about which platforms to use, and how to build a consistent brand over all these channels?
1. Find a site on the Web that offers classified ads for horses. Compare this site to exchangehunterjumper.com in terms of the services offered (the customer value proposition). What does The Exchange offer that other sites do not?The Internet and Web have enabled thousands of business ideas to
2. In what ways were social media effective in promoting The Exchange brand?Which media led to the highest increase in sales and inquiries? Why?The Internet and Web have enabled thousands of business ideas to become online realities. The Internet has reduced the costs of starting a small business,
3. Make a list of all the ways The Exchange attempts to personalize its services to both buyers and sellers.The Internet and Web have enabled thousands of business ideas to become online realities. The Internet has reduced the costs of starting a small business, and allowed small players to
1. Describe the two factors that make social, local, and mobile marketing different from traditional online marketing.
2. Why are social, mobile, and local marketing efforts interconnected?
3. Why is the connection between social, mobile, and local marketing important to marketers?
4. What are the objectives of social marketing?
5. What are the major social networks?
6. What are the five elements of the social marketing process?
7. Why is Snapchat attractive to advertisers?
8. List and briefly describe the basic Facebook marketing tools.
9. How can you measure the results of a Facebook social marketing campaign?
10. List and briefly describe Twitter marketing tools.
11. How can you measure the results of a Twitter social marketing campaign?
12. In what way are Pinterest postings similar to display ads?
13. List and briefly describe some of Pinterest’s marketing tools.
14. Why is mobile marketing different from desktop marketing?
15. What is the fastest growing m-commerce platform and why?
16. Why are in-app ads so important to marketers?
17. What is the multi-screen environment and how does it change marketing?
18. What kinds of ad formats are found on mobile devices?
19. Why is location-based marketing so attractive to marketers?
20. List and describe some basic location-based marketing tools.
1. Choose two different online companies and for each, try to identify the social, mobile, and local marketing efforts the company has implemented. Do they use social plug-ins on their websites? Do they have a Facebook page? If so, visit those pages to see how they are using them. How is the
2. Visit your Facebook profile page 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? Make a list of ads appearing in your News Feed. Are these ads appropriately targeted to you in terms of your
3. Visit two websites of your choice and apply the social marketing process model to both. Critically compare and contrast the effectiveness of these sites in terms of the dimensions of the social marketing process.How well do these sites acquire fans, generate engagement, amplify responses, create
4. Identify two Pinterest brand pages. Identify how they use Pinterest marketing tools described in this chapter.Are there some tools they are not using? What recommendations can you make for these companies to improve their Pinterest marketing campaigns?
QQ Understand why e-commerce raises ethical, social, and political issues.
QQ Understand basic concepts related to privacy and information rights, the practices of e-commerce companies that threaten privacy, and the different methods that can be used to protect online privacy.
QQ Understand the various forms of intellectual property and the challenges involved in protecting it.
QQ Understand how the Internet is governed and why taxation of e-commerce raises governance and jurisdiction issues.
QQ Identify major public safety and welfare issues raised by e-commerce.
QQ Define the conflict or dilemma and identify the higher-order values involved.
• Can the privacy policy be easily found, reviewed, and understood by users?
• Does the privacy policy fully disclose how personal information will and will not be used by the organization? Is information about users ever shared or sold without users’ explicit permission?
• Can users decide if they want to participate?
• Can users decide and actively indicate that they agree to be profiled, tracked, or targeted?
• Can users decide how and if their sensitive information is shared?
• Are users able to change any information that they input about themselves?
• Can users decide who can access their information?
• Are users notified promptly if their information is lost, stolen, or improperly accessed?
• Can users easily report concerns and get answers?
• Do users receive a copy of all disclosures of their information?
1. We’re looking at candidates who have an interest in the protection of consumer privacy, but who also understand the need for our clients to communicate with online consumers. What’s your experience with your own sense of your privacy when online, and why do you think consumers are concerned
2. Aside from social network tools provided by various sites, what are some of the software and tools that consumers are using to protect their privacy online? Do you think any of these tools interfere with our programmatic marketing business?
3. How do you think our industry and firm should respond to the growing use of these tools, and the public’s concerns about online privacy?
4. Our firm receives large quantities of consumer online behavioral data that we use to display ads for our clients. We do not know the personal names of these consumers, or their specific addresses, and they are identified only by an assigned number, and of course their online behavior and basic
5. We have many clients that operate in the European Union, which has very different privacy laws and data protection regulations from those in the United States. What do you think are some of the key differences between European and American privacy regulations and laws?
1. Why did TPB believe it was not violating copyright laws? What did the Swedish court rule?The Pirate Bay (TPB) has been one of the world’s best-known and most popular pirated music and content sites for over a decade, offering free access to millions of copyrighted songs and thousands of
2. How has TPB managed to continue operating despite being found in violation of copyright laws?The Pirate Bay (TPB) has been one of the world’s best-known and most popular pirated music and content sites for over a decade, offering free access to millions of copyrighted songs and thousands of
3. How has the music industry reacted to the problems created by pirates like TPB?The Pirate Bay (TPB) has been one of the world’s best-known and most popular pirated music and content sites for over a decade, offering free access to millions of copyrighted songs and thousands of copyrighted
1. What basic assumption does the study of ethics make about individuals?
2. What are the basic principles of ethics?
10. What is the Privacy Shield policy adopted by the European Union and the United States?
11. Name three ways online advertising networks have improved on, or added to, traditional offline marketing techniques.
12. Explain how behavioral targeting is supposed to benefit both consumers and businesses.
13. How could the Internet potentially change protection given to intellectual property? What capabilities make it more difficult to enforce intellectual property law?
14. What does the Digital Millennium Copyright Act (DMCA) attempt to do? Why was it enacted? What types of violations does it try to prevent?
16. What is deep linking and why is it a trademark issue? Compare it to framing—how is it similar and different?
17. What are some of the tactics businesses that are illegal in the United States use to operate outside the law on the Internet?
18. Why can’t pornographic sites simply be banned in the United States? Why has the Supreme Court struck down legislation intended to protect children from pornography?
19. What is the “right to be forgotten”? What are some of the risks and benefits of establishing this right?
20. What is the doctrine of “fair use”? Why did the courts decide that Google’s scanning of copyrighted books was a “fair use”?
1. Go to Google and find the Advanced Search link. Examine its Safe Search filtering options. Surf the Web in search of content that could be considered objectionable for children using each of the options. What are the pros and cons of such restrictions? Are there terms that could be considered
QQ Discuss the origins of, and the key technology concepts behind, the Internet.
QQ Explain the current structure of the Internet.
QQ Understand the limitations of today’s Internet and the potential capabilities of the Internet of the future.
QQ Understand how the Web works.
QQ Describe how Internet and web features and services support e-commerce.
QQ Understand the impact of mobile applications.
1. Currently our e-commerce operations are spread across various products lines(batteries, lights, and industry power solutions) and different marketing channels. What ideas do you have for integrating these diverse web activities into a coherent online and mobile presence?
2. We’re using smartphones for everything from store checkout to customer management, to logistics. But we don’t really have a consumer-oriented mobile strategy. How do you suggest we develop mobile into a consumer sales tool?
3. What ideas do you have for applying the Internet of Things (IoT) to our business?
4. Currently we have most of our computer operations located in a company data center. The software we use for logistics, supply chain management, and customer data is a collection of software tools developed over many years. What suggestions do you have for using cloud computing and
5. How can we use video and streaming media to connect with our retail customers?
1. Why does Akamai need to geographically disperse its servers to deliver its customers’web content?In 2017, the amount of Internet traffic generated by YouTube alone is greater than the amount of traffic on the entire Internet in 2000. Because of video streaming and the explosion in mobile
2. If you wanted to deliver software content over the Internet, would you sign up for Akamai’s service? Why or why not?In 2017, the amount of Internet traffic generated by YouTube alone is greater than the amount of traffic on the entire Internet in 2000. Because of video streaming and the
3. Do you think Internet users should be charged based on the amount of bandwidth they consume, or on a tiered plan where users would pay in rough proportion to their usage?In 2017, the amount of Internet traffic generated by YouTube alone is greater than the amount of traffic on the entire
1. What are the three basic building blocks of the Internet?
3. Explain how packet switching works.
7. Why are smartphones a disruptive technology?
8. What role does a Tier 1 ISP play in Internet infrastructure?
9. What function do the IXPs serve?
10. What is the goal of the Internet2 project?
11. Compare and contrast intranets and the Internet as a whole.
12. What are some of the major limitations of today’s Internet?
13. What are some of the challenges of policing the Internet? Who has the final say when it comes to content?
14. Compare and contrast the capabilities of Wi-Fi and cellular wireless networks.
15. What are the basic capabilities of a web server?
16. What are the major technological advancements that are anticipated to accompany the Internet of the future? Discuss the importance of each.
17. Why was the development of the browser so significant for the growth of the Web?
18. What advances and features does HTML5 offer?
19. Name and describe five services currently available through the Web.
20. Why are mobile apps the next big thing?
1. Review the Insight on Business case on Apple Watch. What developments have occurred since this case was written in August 2017?
QQ Identify the key components of e-commerce business models.
QQ Describe the major B2C business models.
QQ Describe the major B2B business models.

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E-commerce 2018 14th Edition Kenneth Laudon - Solutions

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