1.Explain the difference between marketing and marketing communications.
Marketing communications has a dual purpose; branding and sales. One purpose of marketing comm. is to develop and strengthen a firm’s brands by informing consumers about the differentiating feature of the firm’s products and services.
2.What are some reasons why online advertising constitutes only about 9 percent of the total advertising market?
Some reasons why online advertising constitutes only about 9 percent of the total advertising market is because consumer, financial services, computers, telecommunications and media account for 80% of all online advertising.
3.What kinds of products are most suited to being advertised online?
Products that are most suited to being advertised online are ones that are able to be in display ads, have rich media ads, and video ads.
4.What is the difference between an interstitial ad and a superstitial ad?
An interstitial ad is a way of placing a full-page message between the current and destination pages of a user. A superstitial ad is a rich media ad that is pre-loaded into a browser’s cache and does not play until fully loaded and the user clicks to another page.
5.What are some of the reasons for the decline in click-through rates on banner ads today? How can banner ads be made more effective?
Some reasons for the decline in click-through rates on banner ads today are because banner ads display different images in relatively quick succession, creating an animated effect and uses Flash video.
6.Why are some affiliate relationships called “tenancy” deals? How do they differ from pure affiliate relationships?
Some affiliate relationships are called tenancy deals because they allow a firm to become a long-term “tenant” on another site. They differ from pure affiliate relationships because an affiliate relationship is only a permit to be a tenant, and a tenancy deal is long term.
7.There is some controversy surrounding paid placements on search engines. What are some of the issues surrounding paid placement search engines? Why might consumers object to this practice?
The Achilles’ heel of search engine marketing is “click fraud”. Just as spam has greatly reduced the utility of e-mail marketing, so has click fraud raised the costs and reduced the attractiveness of search engine marketing to merchants. Some of the issues surrounding paid placement search engines are that anyone including competitors can click on search engine ads, driving up a merchant’s costs, without ever purchasing anything. Consumers may object to this practice because you can increase your revenue by having friends and relatives click on the ads Google or Microsoft place on your site without even purchasing anything
Monday, November 29, 2010
Chapter 8 HW
1. What basic assumptions does the study of ethics make about individuals?
The basic assumptions the study of ethics make about individuals are that individuals are free moral agents who are in a position to make choices.
2. What are the three basic principles of ethics? How does due process factor in?
The three basic principles of ethics are responsibility, accountability, and liability. Due process is the ability to appeal to a higher court to make sure the law was applied correctly.
3. Explain Google’s position that YouTube does not violate the intellectual property rights of copyright owners.
Google’s position is Google do not allow the users to make money off the downloads to You Tube.
4. Define universalism, slippery slope, the New York Times test, and the social contract rule as they apply to ethics.
Universalism is if an action is not right for all situations, then it is not right for any situation. Slippery Slope is if an action could not be taken repeatedly, the it should not be taken at all. The New York Times test is assume that the results of your decision on a matter would be the lead article in the New York Times the next day. The Social contract rule is would you like to live in a society where the principle you are supporting would become an organizing principle of the entire society.
5. Name some of the personal information collected by Web sites about their visitors.
Some of the personal information collected by Web sites about their visitors are name, address, phone number, zip code, email address, social security number, bank account, credit card numbers, gender, age, occupation, and education.
6. How does information collected through online forms differ from site transaction logs? Which potentially provides a more complete consumer profile?
Information collected through online forms are given voluntarily by the users for exchange for some kind of benefit, while the site transaction logs collect and analyze detailed information on page content viewed by users. Online forms provide a more complete consumer profile.
7. Name three ways online advertising networks have improved on, or added to, traditional offline marketing techniques.
Three ways online advertising networks have improved on, or added to, traditional offline marketing techniques are:
First, they have the ability to precisely track not just customer purchases, but all browsing behavior on the Web at thousands of the most popular member sites, including browsing booklist, filling out preference forms, and viewing content pages. Second, they can dynamically adjust what the shopper sees on the screen—including prices. Third, they can build and continually refresh high-resolution data images or behavioral profiles of customers.
8. Explain how Web profiling is supposed to benefit both consumers and businesses.
Profiling permits targeting of ads, ensuring that customers see advertisements mostly for products and services in which they are actually interested. Businesses benefit by not paying for wasted advertisements sent to customers who have no interest in their product or services.
9. How could the Internet potentially change protection given to intellectual property?
Once intellectual works become digital, it becomes difficult to control access, use, distribution, and copying.
10. What capabilities make it more difficult to enforce intellectual property law?
The Internet technically permits millions of people to make perfect digital copies of various works and then to distribute them nearly cost-free to hundreds of millions of Web users.
11. What are some of the tactics illegal businesses, such as betting parlors and casinos, successfully use to operate outside the law on the Internet?
The sites are located offshore so they can operate beyond the jurisdiction of state and federal prosecutors.
The basic assumptions the study of ethics make about individuals are that individuals are free moral agents who are in a position to make choices.
2. What are the three basic principles of ethics? How does due process factor in?
The three basic principles of ethics are responsibility, accountability, and liability. Due process is the ability to appeal to a higher court to make sure the law was applied correctly.
3. Explain Google’s position that YouTube does not violate the intellectual property rights of copyright owners.
Google’s position is Google do not allow the users to make money off the downloads to You Tube.
4. Define universalism, slippery slope, the New York Times test, and the social contract rule as they apply to ethics.
Universalism is if an action is not right for all situations, then it is not right for any situation. Slippery Slope is if an action could not be taken repeatedly, the it should not be taken at all. The New York Times test is assume that the results of your decision on a matter would be the lead article in the New York Times the next day. The Social contract rule is would you like to live in a society where the principle you are supporting would become an organizing principle of the entire society.
5. Name some of the personal information collected by Web sites about their visitors.
Some of the personal information collected by Web sites about their visitors are name, address, phone number, zip code, email address, social security number, bank account, credit card numbers, gender, age, occupation, and education.
6. How does information collected through online forms differ from site transaction logs? Which potentially provides a more complete consumer profile?
Information collected through online forms are given voluntarily by the users for exchange for some kind of benefit, while the site transaction logs collect and analyze detailed information on page content viewed by users. Online forms provide a more complete consumer profile.
7. Name three ways online advertising networks have improved on, or added to, traditional offline marketing techniques.
Three ways online advertising networks have improved on, or added to, traditional offline marketing techniques are:
First, they have the ability to precisely track not just customer purchases, but all browsing behavior on the Web at thousands of the most popular member sites, including browsing booklist, filling out preference forms, and viewing content pages. Second, they can dynamically adjust what the shopper sees on the screen—including prices. Third, they can build and continually refresh high-resolution data images or behavioral profiles of customers.
8. Explain how Web profiling is supposed to benefit both consumers and businesses.
Profiling permits targeting of ads, ensuring that customers see advertisements mostly for products and services in which they are actually interested. Businesses benefit by not paying for wasted advertisements sent to customers who have no interest in their product or services.
9. How could the Internet potentially change protection given to intellectual property?
Once intellectual works become digital, it becomes difficult to control access, use, distribution, and copying.
10. What capabilities make it more difficult to enforce intellectual property law?
The Internet technically permits millions of people to make perfect digital copies of various works and then to distribute them nearly cost-free to hundreds of millions of Web users.
11. What are some of the tactics illegal businesses, such as betting parlors and casinos, successfully use to operate outside the law on the Internet?
The sites are located offshore so they can operate beyond the jurisdiction of state and federal prosecutors.
Chapter 6 HW
1.Other than search engines, what are some of the most popular uses of the Internet?
Researching products and services, hobby-related information, seeking health information, and reviewing financial information.
2.Would you say that the Internet fosters or impedes social activity? Explain your position.
I think that the Internet fosters social activity because it allows people to stay connected easier and network. For example with Facebook and e-mail, you can get in touch with about anyone that you wanted to.
3.Why would the amount of experience someone has using the Internet likely increase future Internet usage?
Because the more they know about it now, the easier it will be for them to build on top of that in the future. The internet is always going to change and if you aren't aware of how to use it now, then as time goes on it will be a harder process for you to learn how to use it.
4.Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research? Name four improvements Web merchants could make to encourage more browsers to become buyers.
This means that customers are going to research many different websites before actually buying a product. They could compare them to other competitors to see how their information is laid out, what the price is, how easy it is to order, the reliability of the website, etc. Four improvements Web merchants could make to encourage more browsers to become buyers are use net for health, use net for news, months on internet, and how much product information they have to share.
5. Name the five stages in the buyer decision process, and briefly describe the online and offline marketing activities used to influence each.
The five stages in the buyer decision process are awareness of need, search for more information, evaluation of alternatives, the actual purchase decision, and post-purchase contact with the firm. Online-awareness of need is targeted banner ads, interstitial, and targeted event promotions. Search is search engines, online catalogs, site visits, and targeted e-mails. Evaluation of alternatives is search engines, online catalogs, site visits, product reviews and user evaluations. Purchase is online promotions, lotteries, discounts, and targeted e-mail. Post-purchase is communities of consumption, newsletters, customer e-mail, and online updates. Offline- awareness of need is mass media, TV, radio and print media. Search is catalogs, print ads, mass media, salespeople, product raters, and store visits. Evaluation of alternatives is reference groups, opinion leaders, mass media, product raters, and store visits. Purchase is promotions, direct mail, mass media, and print media. Post-purchase is warranties, service calls, parts and repair, and consumer groups.
6. What are the components of the core product, actual product, and augmented product in a feature set?
The core product is the core benefit the customer receives from the product. The actual product is the set of characteristics designed to deliver the product's core benefits. The augmented product is a product with additional benefits to customers beyond the core benefits embodied in the actual product.
7. Name some of the drawbacks to the four data mining techniques used in Internet marketing.
A few of the drawbacks to the four data mining techniques used in Internet marketing are there may be millions of rules, many of them nonsensical, and many others of short-term duration. The rules need extensive validation and culling. Also, there are millions of affinity groups and other patterns in the data that are temporal or meaningless. The difficulty is isolating the valid, powerful patterns in the data and then acting on the observed pattern fast enough to make a sale you would otherwise not have made.
8.Which of the four market entry strategies is most lucrative?
The most lucrative market entry strategy is to extend their businesses and brands by using a mixed bricks-and-clicks strategy in which online marketing is closely integrated with offline physical stores.
9.Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micro-marketing, and one-to-one marketing.
One-to-one marketing is segmenting the market based on a precise and timely understanding of an individual's needs, targeting specific marketing messages to these individuals. Mass marketing is based on national media messages aimed at a single national audience and with a single national price, it is appropriate for products that are relatively simple and attractive to all consumers in a single form. Direct marketing is based on direct mail or phone messages and aimed at segments of the market likely to purchase and which has little variation in price, is most often used for products that can be stratified into different categories. Micro marketing is aimed at geographical units or specialized market segments is the first form of true database marketing.
10. What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales on a Web site?
After someone is given a freebie, in order for it to actually work and generate sales on a Web site the customer has to pay for premium or add-on services and hopefully will then pay or all the free riders on the service. Also, people switch from one free service to another at the very mention of charges, so unless everyone does it; its likely not to work.
11. Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?
Companies that bundle products and services have an advantage over those that don't by if you bundle things, customers are going to be more likely to think "hey, this is a good buy or a good idea" because it is more than one item for a fixed product.
Researching products and services, hobby-related information, seeking health information, and reviewing financial information.
2.Would you say that the Internet fosters or impedes social activity? Explain your position.
I think that the Internet fosters social activity because it allows people to stay connected easier and network. For example with Facebook and e-mail, you can get in touch with about anyone that you wanted to.
3.Why would the amount of experience someone has using the Internet likely increase future Internet usage?
Because the more they know about it now, the easier it will be for them to build on top of that in the future. The internet is always going to change and if you aren't aware of how to use it now, then as time goes on it will be a harder process for you to learn how to use it.
4.Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research? Name four improvements Web merchants could make to encourage more browsers to become buyers.
This means that customers are going to research many different websites before actually buying a product. They could compare them to other competitors to see how their information is laid out, what the price is, how easy it is to order, the reliability of the website, etc. Four improvements Web merchants could make to encourage more browsers to become buyers are use net for health, use net for news, months on internet, and how much product information they have to share.
5. Name the five stages in the buyer decision process, and briefly describe the online and offline marketing activities used to influence each.
The five stages in the buyer decision process are awareness of need, search for more information, evaluation of alternatives, the actual purchase decision, and post-purchase contact with the firm. Online-awareness of need is targeted banner ads, interstitial, and targeted event promotions. Search is search engines, online catalogs, site visits, and targeted e-mails. Evaluation of alternatives is search engines, online catalogs, site visits, product reviews and user evaluations. Purchase is online promotions, lotteries, discounts, and targeted e-mail. Post-purchase is communities of consumption, newsletters, customer e-mail, and online updates. Offline- awareness of need is mass media, TV, radio and print media. Search is catalogs, print ads, mass media, salespeople, product raters, and store visits. Evaluation of alternatives is reference groups, opinion leaders, mass media, product raters, and store visits. Purchase is promotions, direct mail, mass media, and print media. Post-purchase is warranties, service calls, parts and repair, and consumer groups.
6. What are the components of the core product, actual product, and augmented product in a feature set?
The core product is the core benefit the customer receives from the product. The actual product is the set of characteristics designed to deliver the product's core benefits. The augmented product is a product with additional benefits to customers beyond the core benefits embodied in the actual product.
7. Name some of the drawbacks to the four data mining techniques used in Internet marketing.
A few of the drawbacks to the four data mining techniques used in Internet marketing are there may be millions of rules, many of them nonsensical, and many others of short-term duration. The rules need extensive validation and culling. Also, there are millions of affinity groups and other patterns in the data that are temporal or meaningless. The difficulty is isolating the valid, powerful patterns in the data and then acting on the observed pattern fast enough to make a sale you would otherwise not have made.
8.Which of the four market entry strategies is most lucrative?
The most lucrative market entry strategy is to extend their businesses and brands by using a mixed bricks-and-clicks strategy in which online marketing is closely integrated with offline physical stores.
9.Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micro-marketing, and one-to-one marketing.
One-to-one marketing is segmenting the market based on a precise and timely understanding of an individual's needs, targeting specific marketing messages to these individuals. Mass marketing is based on national media messages aimed at a single national audience and with a single national price, it is appropriate for products that are relatively simple and attractive to all consumers in a single form. Direct marketing is based on direct mail or phone messages and aimed at segments of the market likely to purchase and which has little variation in price, is most often used for products that can be stratified into different categories. Micro marketing is aimed at geographical units or specialized market segments is the first form of true database marketing.
10. What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales on a Web site?
After someone is given a freebie, in order for it to actually work and generate sales on a Web site the customer has to pay for premium or add-on services and hopefully will then pay or all the free riders on the service. Also, people switch from one free service to another at the very mention of charges, so unless everyone does it; its likely not to work.
11. Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?
Companies that bundle products and services have an advantage over those that don't by if you bundle things, customers are going to be more likely to think "hey, this is a good buy or a good idea" because it is more than one item for a fixed product.
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