Questions and Answers of Electronic Commerce

One of the four Ps of marketing is price. In about 100 words, explain what elements are involved in price besides the amount of money a customer pays for a product. In your answer, be sure to
In about 100 words, outline the ways in which a company can use the Internet to improve the logistics of a product’s distribution.
How do transaction costs play a role in determining customer value?
In about 200 words, compare the use of a product-based marketing strategy to a customer based product strategy. Include a discussion of the benefits and drawbacks of each and include at least one
What are three elements of promotion that can be conducted online?
Assume you are the marketing director for Perfect Seasons, a new line of cookware designed by a famous celebrity chef. In about 200 words, describe how you would use the chef’s reputation to
What is a product-based marketing strategy?
One approach to customer-based marketing relies on identification of customer demographic groups. Find an online retailer that has incorporated customer-based marketing in its Web site design. In
How can an external viewpoint help a company develop a customer-based online selling strategy?
What makes mass media advertising attractive to many companies?
In two or three paragraphs, explain why mass media advertising is likely to be less successful online (either with computer or mobile device users) than with television viewers.
What makes mass media advertising ineffective in many online settings?
In about 100 words, explain how the level of complexity of a product can affect a company’s choice of communication modes it might use to disseminate information about that product.
What type of promotional media works best for highly complex products or services?
In about 200 words, explain how the achieved trust communication efforts conducted using mass media and personal contact.
In about 100 words, briefly describe micromarketing and explain what weakness it shares with mass media advertising.
Briefly define psychographic market segmentation and explain how it differs from demographic market segmentation.
Assume you are a consultant to Top Spin, a tennis equipment manufacturer that sells its products directly to customers on the Web. Top Spin is considering the use of YouTube videos to promote its
Name and briefly describe one category of usage-based market segmentation.
Manufacturers of golf equipment often advertise on television broadcasts of golf tournaments; however, manufacturers of football equipment rarely advertise on television broadcasts of football games.
Name and briefly describe one category of behavioral segmentation.
In about 100 words, summarize the difficulties companies encounter when they attempt to measure the effectiveness of their online advertising campaigns.
Why is touchpoint consistency an important feature of a company’s relationship with its customers?
In about 100 words, explain what online businesses can learn from data mining (or analytical processing) activities.
Outline the main characteristics of a Web site visitor who is in the exploration state of a relationship with the business owning the Web site.
You have been employed by ESPN to sell space on its Web site to advertisers. Create a memo of approximately 200 words in which you describe the advantages of advertising on the site in a form that
Briefly define conversion cost and explain why companies should calculate it.
Why is acquisition cost for most online retailers higher than retention cost?
Why do most online advertisers comply with the Interactive Advertising Bureau’s display ad format standards?
What is an ad exchange network and how does it differ from a display advertising network?
What is an interstitial ad?
What is a pre-roll video ad and in what specific situations can it be used effectively?
Explain what online text ads are and briefly describe their advantages over online display ads.
Briefly explain why mobile advertising is growing so rapidly.
What is a Web site sponsorship?
As the terms are used in online advertising, what is the difference between an “impression” and a “click-through”?
In general, custom-made luxury products sell better in physical stores than online because the unique nature of each in dividual product is easier to evaluate in person. In about 100 words, explain
Name one technology that has enabled the broad online distribution of video content.
In one or two paragraphs, define and distinguish between disintermediation and reintermediation.
What is meant by the “stickiness” of a Web site?
In one or two paragraphs, outline the concerns a person might have when considering whether to do business with an online bank (that is, a bank with no physical offices).
Why is demographic information about a Web site’s visitors a factor in the pricing ofadvertising sold on that site?
In about 100 words, outline strategies that might allow a small, specialized travel agency to be successful doing business online.
What is a Web portal?
In about 100 words, describe the issues that arise when a professional, such as a lawyer or physician, offer their services online.
What is a Web directory?
What is a paywall?
In about 100 words, define “channel conflict” and describe how a consumer electronics company that sells its products both in retail stores and online might deal with this issue.
Name two types of Web sites that might offer online classified ads.
Visit the Web sites of two art museums that sell memberships online, then examine each site to find information about the memberships offered. Write a report of 200 words in which you describe
How can an online music service provide free music to some customers?
In a paragraph or two, explain why an online retailer might mail printed catalogs to customers or potential customers.
List some commercial applications that have emerged from the Semantic Web research project.
Why were many large discount retailers slow to sell online in the early days of electronic commerce?
Write a paragraph in which you explain how an online retailer might use its return policy to gain a competitive advantage.
In about 100 words, explain how online distribution might benefit the publisher of an academic journal.
Name two Web site features that an online clothing retailer might use to help customers find products in the right styles, colors, or sizes for them.
In about 100 words, summarize the arguments for and against buying a novel as an electronic book instead of a printed paperback book.
In about 200 words, outline the changes that online distribution has prompted in the businesses of television program production and distribution.
What is an academic information aggregation service?
Briefly explain what targeted advertising is and write a paragraph or two in which you describe what types of Web sites are likely able to sell it.
In about 100 words, outline the factors a local newspaper might need to consider when deciding whether to offer an online version.
What is the function of Digital Rights Management software?
Briefly explain how the deep Web contains hidden information.
What is a protocol?
The Association for the Study of International Business (ASIB) is an organization of researchers, professors, and business executives interested in the study, analysis, and promotion of business
In the introduction to this chapter you learned about the development of the Google Photos service. Briefly describe two things the development team did that influenced the design of the
In about 100 words, outline the reasons a retailer might want to use more than one marketing channel.
In the 1980s, Progressive was a small auto insurance company that sold most of its policies to people who had poor driving records and could not qualify for the standard rate policies sold by other
What is mesh routing?
Briefly describe the goals of the Internet2 project.
What is roaming?
What is the main function of a wireless access point?
List the Internet connection options that might be suitable for a small business in an urban location with five employees.
What is bandwidth and why do people often think of it as a measure of connection speed?
Describe, in general, the function of XML tags.
Describe, in general, the function of HTML tags.
In about 100 words, describe two or three situations (business or personal) in which you might find a personal area network to be useful.
HTML and XML are both markup languages, but they have very different objectives. In about 100 words, describe the objectives of each and provide at least one example of when using XML would be
Briefly describe the function of Web browser software.
Why was it necessary for the Internet to adopt IPv6?
In two or three paragraphs, explain the hyperlinked structure of the Web and why it is important.
In about 100 words, explain how top-level Web domain names are proposed and approved.
Briefly describe what the TCP/IP protocol does for the Internet.
In a paragraph or two, explain how Vannevar Bush’s idea of a Memex machine presaged the Web.
In a paragraph or two, explain why the Web is often described as having a client/server architecture.
What are the key elements of a private network?
In about 100 words, explain why the IMAP e-mail protocol is better than the POP e-mail protocol.
What is an internet (small “i”)?
In a paragraph or two, evaluate the NSF’s 1989 decision to introduce limited commercial activity on the Defense Department network that would eventually become the Internet.
Hyderabad is the fourth-largest city in India, with a population of 9 million in the city itself and more than 15 million in the metropolitan area. It is the capital of the State of Andhra Pradesh,
Why did the U.S. Department of Defense undertake the research project that would become the Internet?
In about 100 words, outline the advantages and disadvantages of using circuit-switched and packet-switched networks to transmit data.
You are the assistant to Yin Chan, the service manager of Quick Fix Repair Systems. Quick Fix offers repair and maintenance services to homeowners throughout the tri-state area. Quick Fix service
What were Bitnet and Janet?
In about 100 words, briefly describe the function of each type of router that might exist in an interconnected network.
On the Internet, what is the function of a network access point?
In a paragraph or two, describe how a VPN maintains security over data transmitted through it.
Briefly describe one example of how the Internet of Things might be used to reduce costs or increase efficiency in a business.
In a paragraph, briefly explain the differences between closed and open architectures; then, in an additional two or three paragraphs, outline the reasons an open architecture was chosen for the

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