New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
internet marketing
Internet Marketing Integrating Online And Offline Strategies 3rd Edition Mary Lou Roberts , Debra Zahay - Solutions
True or Fal~e: Receptivity to mobile marketing eHorts can be effectively predicted by knowing the age of the target audience? Discuss your reasoning.
Why are smartphones and tablets such an important enabler for mobile marketing?
What is a mobile app? Why are mobile apps so important in mobile marketing?
Whar are some of the uses of location-based mobile marketing?
Why do you think couponing sires have become so popular? Do you use any of them? Why and for wha r purposes?
How can small local retailers participa te in mobile marketing?
What is the difference between QR codes and NFC?Give an example of the use of each.
What is meant by digital convergence?
Do you expect media convergence to continue to become even more imporrant over the next few years?
Internet Career Builder Exercisea. These are some of the jobs that are available in mobile marketing. You can find others on sires recommended by your instructor or through search./vlanager of mobile and/or text marketing Mobile sire designer Direcror of mobile usability Mobile account manger
Three mobile marketing campaigns-Discovery Channel, Johnson & Johnson, and ENO-are discussed in this chapter. Dissect the use of media in these campaigns. Discuss the way in which other Internet and traditional media can be used to enable and support mobile marketing campaigns.
Select a B2C, B2B, or nonprofit organization, business, or brand of your choice. Outline a mobile marketing campaign following the process portrayed in Figure 16.5. (Hint: you will find it difficult to specify what is tO be measure.d for this campaign unless you establish specific and measurable
Take an inventory of the apps on your own smart device or someone else's. Even better do both. Discuss the use of the apps and the impact they have on your lifestyle and activities. (',nmpa re your usage tO someone else's if you are able and draw marketing implications from the similarities and
Visit the websites you are tracking. Learn as much as you can about their customer service policies. Be alert m how easy it is to find the information you would need as a customer and how complere it appears to be. Note any aspects of the way the sire provide.~ customer service that look like rhey
Identify a website that has a significant customer self-help component. Website.~ for consumer software and consumer electronics companies are especially good candidate.~, but there are many others. Think of a specific problem or question that you might have in relation to this product.Visit the
Find a reason to contact a website or a social network service page (asking for information, searching for support for a previously purchased product or service, etc.) and make the conract. Keep track of the timeliness, correctness, and completeness of the re.~pon~es. Describe them and characterize
Internet Career Builder Exercisea. These are some of the jobs that are available in customer service. You can find others on sites recommended by your instructor or through search.Call center representative Bilingual customer service representative Customer account manager Customer care
Think about the issue of organizational issues and the impact on the delivery of exceptional customer service. I-lave you encountered any cusromer service instances in which people in the same organization seemed to be giving you different information or advice? Why do you think this happened?
I-low dnes cusromer experience differ from customer service?
Can you identify any ethical issues that are inherent in sophisticated customer service programs?
Can you find other examples, besides Zappos and Best Buy, of companies that are actively using social ner,vorks for customer service?
Can you identify industries or specific businesses for which mobile customer service apps seem especially desirable?
8/00111/Jerg Businessweek recently published a debate feature emided "Virtual Agenrs WiU Replace Live Customer Service Reps. "36 Would you take the pro or the con position? Why?l
What is the concept of anticipatory customer service?What role can it play in successful customer service delivery?
What are the highest cost service channels? The lowest cost? What implications does that have for effective cusmmer service strategy?
What are the customer service channels penple are most willing tO use to resolve problems? The least willing?
Moving all service delivery to the web where customers can access it when they need it is the most important aspect of building a successful customer service program. Do you agree or disagree? Why?
True or false: Customer service is less important in 828 market~ than in B2C. Why or why not?
Do you believe that good cust0mer service has a direct impact on rhe profitability of a business?Can you provide evidence to back up your position?
The lnrerner has the capacity ro increase cusromer expectations about service levels and also to be the vehicle rhar delivers service that meets or exceeds those expectations. Take a position on this statement and discuss it.
Throughout the chapter, reference is made tO exceptional customer service as rhe basis for susraina ble competitive advantage. Do you agree with this perspective? Why or why nor?
Think about the " digital divide" from Chapter 1.3.Are there differences in how the affluent versus nonaffluent use the web? Find out how those ma king$500,000 plus use the web versus those making less than S.50,000 per year. What implications does your research have for marketers seeking to target
Choose a specific country other than the United States, such as China, and find some sites that are targeted toward that country. Some ideas might include: a Chinese chat site that also offers game~and other features (http://qzone.qq.com). Do some research and find some case studies of web design
Choose a specific culture within th~ United State,, such as Hispanics or African-Americans, and find some sites that are targeted toward those cultures.S on1e ideas might include: Allstate's Spanish language sire (www.miallsrate.com), the history channel's Spanish langue site
Choose one of the sires you are tracking and do a careful assessment of the degree ro which it is either easy and pleasant or diffic ult and fr u~trating to na vigare. Develop a ser of criteria thar you consider important in assessing whether a site provides go-Od navigation or not.
Examine the list of companie~ rared by Temkin in Table 12.3. How many of them have you used and what has been your overall impression? Using your own website evaluation criteria that you develop from the readings, your e.xperience and other sources, rate one of the sires in terms of usability.
Identify a website that you judge to have major experience components. Spend some time on the site and be prepared to di~cuss your experience in class.Pay special attention m whether or not you feel the experience components contribute in a meaningful way to achievement of site objectives and
Think of some specific ways in which a website can support the marketing strategy of an existing business.In the retail space, Walman, Target, Kmart, and Nordstrom each have specific strategies. Examine the sites and out~ne the exrent to which rhe wdisite illustrates that particular strategy. Be
Internet Career Builder E.xercisea. Website design and usability resting continue to be strong career paths. You may choose the level of technical background you wi~h to ohrain and therefore further define your chosen career path, bur not all jobs in this field require a strong coding background.
How does a marketer know when a site should simply be improved upon and when it should he completely redesigned and relaunched?
Explain the concept of "consumer experience."What is irs relevance to Internet marketing? Contrast that with the role of the consumer experience in the oflline retailing environment.
What is the best way m assess customer satisfaction wirh a website?
This chapter makes references to both testing and c-0nventional marketing research. What testing and research techniques are appropriate in the website development process and what is the role of each?
What are the steps involved in developing a website?What should be the marketer's role in each step?
True or Fal~e: It is imperative that markerers play the leading role in all stages of the website development proce~s. Take a position on this statement and be prepared to defend your answer.
If you are not one already, become a fan of a Facebook brand page and study the types of markerergenerared communication.~ that appear there. Whar do you see in the way of cusromer contribution ro the conrenr on the page? What do you make of customer activity, or lack thereof, on the page?
By now you are probably receiving communications from at least one of the websites you are tracking.A re they doing it well or nor? How would you asse.~s the effectiveness of this part of their CRM program?
Visir one B2C, one 828, and one nonprofit website.Examine each carefully, identifying as many relationship building techniques as possible. Do you find extensive differences between rhem? Be prepared co discuss your findings, and the similarities and differences between programs on the two sires,
Internet Career Builder Exerci~ea. These are some of the jobs that are available in CRM, nor including technical positions that require specialized training. You can find others on sites recommended by your instructor or through search.Ca U center represent• tive Inside sales representative
Explain why CRM is a process, not a journey with a final destination.
What do we mean by "seamless customer experience in multiple channels?"
What are some of the major reasons tha r the implementation of large CR/vl systems may be prone m failure?
Explain your understanding of "social CRM."
Why have apps become an importam part of CRM programs for many companies? Do you believe that apps you use are helpful in building relationships with brands? Sales?
True or False: Personalization is a simple process of including the recipient's name in the subject line or body of the message. Why or why not?
Targeting and personalization are different bur related CRM concepts. Be prepared to define each, dearly explaining why they are different from one another and giving an example of each.
True or False: k is easy ro include cusromer data from social networks in the database. Why or why nor?
Explain the difference between a cuswmer profile and a model.
Discuss the differences between operational and analytical CRM and how they make use of the customer data base.
Explain what is meant by the cusromer lifecycle, and how CR/vl strategies and messages can be crafted for it~ various stages.
Explain the steps in the Peppers and Rogers model of CR/vl and the importance of the customer database in the process.
Cusromer Relationship Marketing i~ generally considered ro have it~ foundations in three B2B marketing functions. Explain what the functions are and what each contributes ro a CRM program.
What is the role of CL V in relationship marketing?
Explain, in your own words, the importance of customer-focused relationship marketing and how it differs from traditional transacriona I marketing.
Using the four steps in the lead generation and management process, develop a scenario that describes how a company of your choice might go a bout a lead development marketing campaign..>. Go to the website, blog, or Facebook page of one of the companies you are following. Think about how
Internet Career Builder Exercisea. These are some of the jobs that are available in online 828 marketing. You can find others on sites recommended by your instrucmr or through se,irch.Sales (usually of a specific product or service category, e.g., enterprise software sales, advertising sales)Sales
What is the importance of the landing page in a marketing campaign?
Explain what is meant by sales lead distribution aud why it i~ important.lO. Whar are some of the is.~ues marketers should consider when trying to make the conversion process on their websites as effective as possible? How can persona s and purchase scenarios he helpful?l l. Why do you think it is
What are the basic criteria that are used to qualify a sales lead?
Identify rwo or three online and two or three offline channels in which sales leads can be generated.Which channels do you think are likely to be mosr effective in generating leads? Which are likely to he the most expensive to use?
Describe the four steps in the lead generation and management process.
What is your understanding of content marketing as a strategy? How does it differ from the kind of marketing or marketing communications that you are accustomed to?
True or Fal~e: The 828 buy cycle has roughly the same steps as the consumer purchase decision process, is carried out in much the same way, and take.~ about the same length of time. Explain your anS\ver.
Why do you think B28 marketers consider producing an acceptable qua miry of high qualiry sales leads one of their most imporran t challenges?
True or Fal~e: Sales lead generation and management is a discipline practiced only by B28 marketers.Why or why nor?
The chapter states that the discipline of sales lead generation and management was developed by direct marketers and later adapted to the Internet. Why do you think direct marketers, and not traditional advertisers, originated the practice of sales lead generation and management?
Showing 600 - 700
of 676
1
2
3
4
5
6
7
Step by Step Answers
Get 50% OFF
Claim Now
