E Marketing 7th Edition INTERNATIONAL EDITION Raymond Frost - Solutions

Conduct a search for a nationally advertised consumer product using only its brand name, and analyze the first page of search results. Who sponsors the Web site at the very top of the results page?How many owned paid search links do you see?How relevant are the top six search results? Which
Visit the home page of a major retailer such as Macy's (macys.com) or Target (target.com). Does this retailer offer consumers the opportunity to sign up for promotional messages delivered via e-mail or text messages (or both)? What does the retailer do to entice visitors to sign up? How is it using
What are sponsored stories? How do they work?List the different types of sponsored stories.
What is the difference between promoted tweets, trends, and account ads?
Why do you think consumers have less trust in paid media than they do in earned media or owned media?
From the marketer's perspective, what are the advantages and disadvantages of the types of display ads listed in Exhibit 13.5? From the consumer's perspective?
Conduct a Google search to locate three recent news articles about "Lenovo internet advertising."Which, if any, of the paid media described in this chapter has Lenovo used during the past year, and which does it appear to be planning to use in the future? Is the company continuing its remarketing
Select a large retailer or a particular product and conduct an internet search for one example each of its paid media, owned media, and earned media .What do you think are the marketer's objectives for each? What differences and similarities do you notice among these media? Which do you personally
Visit the Google page that describes its Google Ads Display Network . What types of formats can advertisers display through this network? What kinds of targeting tools can advertisers use to get their messages to the right audience? How does Google explain the pricing model for ads on this network?
Go to the Interactive Advertising Bureau's homepage(iab .net) . Browse some of its links to guidelines and best practices. Choose two of the ideas mentioned in these guidelines and best practices, and explain why they're important for advertisers, based on the concepts and principles discussed in
On Facebook's homepage (facebook.com), click on the "create an ad" link at the bottom, read about how Facebook advertising works, and then look at the questions. If you were considering whether to participate as an advertiser, what additional questions would you ask of a Facebook representative?
Visit the homepage of the Mobile Marketing Association (mmaglobal.com), look for the link to case studies, and read one. What was the advertiser trying to achieve? What type of mobile advertising did it use, and why? How did it measure performance?What other metrics, if any, can you suggest to
Why should marketers be aware of the role of trust when planning for earned media?
Which reputations should a company monitor and seek to manage? Be specific.
As part of the decision about responding to a comment or complaint in online or offline media, what three questions should a company ask?
Search Google images for "social media dashboards."Look at several dashboards and follow their links to the companies that created them.Which one would you recommend that a large consumer goods company, such as Coca-Cola, use to monitor and manage mentions online? Explain the reasoning behind your
Visit a busines s news site such as businessweek.com or forbes.com and search for an article about the reputation of a company, product, brand, or executive. What happened, and what was the effect on the company? What role did social media play in this situation? What could the company have done
Check out your personal reputation online by searching for your name on Google . If you were a job recruiter, would you hire yourself based on what you find? Why or why not? What can you do online to improve your reputation and your chances in the job market?
Visit the Web site of the Interactive Advertising Bureau at iab.net. What information does its wiki feature? Select one entry in the wiki and look at its source and its history. Why would a marketing manager or the employee of an advertising agency contribute to this wiki?
Visit yelp.com and read the reviews for a restaurant, a store, or another business in your area. How many and what kinds of reviews and ratings do you see? How might the ratings and sentiment of these reviews affect the behavior of someone making a decision about buying from that business?What is
What are the six stages in the customer care life cycle?
Do you agree with the idea that social CRM is simply an extension of CRM 1.0, or do you think it is different enough to spawn an entire new field? Explain.
Register at two Web sites and see if you get e-mail from these. Identify the ways in which those sites attempt to build relationship with you: Evaluate the sites as well as the incoming e-mail.
Find a company online that you think does a poor job with relationship marketing. Suggest a strategy by which it could build in phases toward a structural relationship with its customers .
Visit Amazon.com and list all of the ways it personalizes and customizes the site to retain and increase your business.
What are some of the threats to internet user privacy?
According to the FTC, what are the minimum requirements for ethical use of consumer information?
Copyright Infringement. Do you think education is the answer for stopping copyright infringements in other countries? Why or why not? If yes, what type of education might work?
Copyright Infringement. If you were a famous recording artist what would you do to protect your income from piracy in the United States (illegal sharing and downloading of your music)?
Visit google.com/doubleclick/. Do you find any of its services ethically objectionable? Why or why not?
Visit the FTC site at ftc.gov. What cases is it currently reviewing that relate to the internet?Describe several and give your opinion about how the agency should rule.
The World Wide Web is a borderless medium that spans the globe . Check out the Internet Law and Policy Forum at ilpf.org. What attempts have been made to regulate the internet both domestically and overseas? What kind of problems may arise concerning jurisdiction and enforcement in a medium that
Visit epinions.com and amazon.com and review privacy policies of epinion and Amazon . What sorts of things do they cover? Which one has a better policy in your opinion?
What is MIS? With an example, explain how companies use MIS for effective research findings.
How did e-marketing change the MIS landscape?
What are the steps that can be taken to evaluate the quality of secondary data collected online?
What are the advantages and disadvantages of online focus groups over conventional methods?
What are the three criteria that RFM analysis scans a database for? Explain with an example.
Identify the steps in a primary marketing research project.
Join the American Consumer Opinion online panel and take a survey (acop.com) . Did they screen for a particular type of respondent? What observations can you make about the client and research problem?
Look for the cookies file(s) on your hard drive( on a Microsoft PC, use the find file function and search for cookie) . Do you see sites there that you have never visited? Is DoubleClick on the list? If so, visit the DoubleClick site to see why. If not, visit another site that you don't recognize.
Find information on the U.S. Census and Nielsen TV ratings, either online or in the library. What methodology does each use? Evaluate their strengths and weaknesses based on what you've learned about research methods in this chapter.
Watch a friend surf for 10 minutes and record the clickstream. (Internet Explorer records sites visited using the drop-down arrow by the back button.)List each site, page within, and how long your friend spends on each page. Can you make any determination about your friend's attitudes, interests,
Toyota has asked you to test the effectiveness of its new banner ad using four primary research techniques. Design these tests.
Visit allfacebook.com and report on the top pages.What statistics does this site provide and how can it help marketers?
Visit brandtags .com, register, and check out two competitive brands (like Coke and Pepsi). What are the differences in their brand images?
What are the three costs that constitute a consumer's resources for exchange?
How cane-marketers facilitate internet exchange?
What are the five main categories of outcomes sought by internet users?
Do you use music for which you did not pay? How do you justify this in terms of the losses mentioned in the chapter?
Describe two recent online and offline purchases(one each) and describe how the three resources/costs played out for each. What were the differences online and offline?
Do you "like" any businesses or brands on Facebook? Why or why not?
Search for a good movie to rent on Netflix, Whattorent.com, and Rottentomatoes .com.Compare the reviews on each site for one movie and explain the differences and similarities.
Customers face many barriers when purchasing online. Many purchases are abandoned midstream.Working in groups, try to develop ways that online retailers can help more site visitors be converted to buyers.
Visit your local newspaper classified ads online, and then examine Craigslist for your local area. Why do you think that Craigslist and eBay have taken a part of the share from newspaper classifieds? What advice do you have for newspapers to regain customers?
Assume you wanted to buy an iPhone. Go online and shop for the right model and store. Relate your process to the consumer behavior theories in this chapter.
Visit Tripadvisor .com and search for a hotel room in San Francisco, California. Read the reviews. To what extent can you trust the reviewers, and why?
Give examples of some online communities formed around social media and Web sites.
In any geographic market, what factors must be noted prior to planning internet strategies and tactics?
Describe the traits of the millennial market segment.
What is technographics? Which three variables are combined to make technographics work?
Using examples, specify some dimensions by which companies can differentiate their offerings on the internet.
List some of the influencers in today's market scenario.
Define the terms market segmentation, targeting, and positioning.
Forrester Research suggests a segmentation scheme for online engagement. Interview some of your classmates to see what proportion falls into each segment.
Which mobile or stationary market segment fits you the best? What kinds of products would succeed in this segment?
SRI Consulting, through the Business Intelligence Center online, features the Values and Lifestyles Program (V ALS). Many marketers who wish to understand the psychographics of both existing and potential customers use this market segmentation program . Companies and advertisers on the Web can use
Visit iVillage and write a profile of a typical female user based on the site content.
Visit Yahoo! and Google Local searches and look for a grocer in your area. Then text Google to find all grocers in your zip code. Compare the results of these searches based on the effectiveness of their results and how easy these were to use.
Amazon.com is a site trusted by millions of customers.Visit the site and identify what makes the site trustworthy.
Find one Web site that caters to kids, one to teens, one to millennials, and one to older adults.Evaluate the site atmospherics for each and report on their differences .
List the five levels of brand relationship intensity as devised by Duncan.
What are the three roles for social media in branding?
What is a sweet spot? Explain with examples .
List some examples of co-branding on the internet.
The Google Story. Describe Google's strategy for creating value: attributes, branding, support services, and labeling.
Given the list of online booksellers in this chapter, what name would you pick for a new bookstore selling both new and used books online?
How would you use social media to build the brand of your university?
What discontinuous innovations have you seen since this book was written? What's next in your opinion?
Visit Great Domains at greatdomains.com . Do you see any names represented there that could be interpreted as cybersquatting?
Visit the Country-Code Top-Level Domain database at icann.org . Notice how Web sites originating in the United States do not have to append the".us" root to the end of URLs. Which root names owned by these countries could be used for commercial purposes rather than differentiating country of
Visit godaddy .com and do a "whois" search for your own name.com. Is it available? If so, what would it cost to get and what services are available for that fee? If it is not available, how can you attempt to obtain it using GoDaddy's services?
Many companies use a new-product development process called scenario planning. For example, Microsoft executives wonder what it would be like if you could search your computer for phone numbers, e-mail addresses, and both file names and document content all at once with one search word . Think of
Define dynamic pricing and its types.
Illustrate how the shift in power from seller to buyer affects e-marketing pricing strategies.
List some ways in which firms can save costs using internet technology for internal processes.
What are the two prime external market factors affecting pricing in the online environment?
Give two examples of offline e-money payment systems.
What factors extend price dispersion in the online market?
Would you like to use your cell phone to pay for goods and services? Why or why not?
Using a shopping agent such as mySimon, what is the very lowest price that you can find for a barebones notebook computer sold online? How is it configured? What is the highest price for the same computer?
Clip an ad for electronic products from the newspaper.Pick a specific electronic product and look up the product online using a shopping agent such as bizrate.com or pricegrabber.com. Create a table showing how the online prices compare with the local ad.
Visit PayPal, MoneyZap (Western Union), and Bill Me Later. Review the prices and options for a new online bookseller and report on the pros and cons of each service. Which one(s) do you recommend?
Define e-business and e-marketing .
Name some e-marketing technologies that go beyond the use of the Web.
Justify how e-marketing has shifted control from the company to the customer.
What is the impact of e-marketing at the individual, community, and societal levels?
Explain with examples the ways in which online engagement is becoming analogous to offline experience marketing.
Differentiate between e-business, e-marketing , e-commerce, and mobile commerce.
Differentiate between owned, paid, and earned media.

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E Marketing 7th Edition INTERNATIONAL EDITION Raymond Frost - Solutions

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