05 Aug Chapter 4 Discussion Question Global E- Business
- Briefly explain why two different firms in the same industry might decide to use different marketing strategies.
- Name four elements that a company might choose to include in its marketing mix.
- What are the four Ps of marketing?
- How do transaction costs play a role in determining customer value?
- What are three elements of promotion that can be conducted online?
- What is a product-based marketing strategy?
- How can an external viewpoint help a company develop a customer-based online selling strategy?
- What makes mass media advertising attractive to many companies?
- What makes mass media advertising ineffective in many online settings?
- What type of promotional media works best for highly complex products or services?
- Many online retailers include blogs on their Web sites. Name and briefly describe one purpose for which an online retailer might use a blog?
- Briefly define psychographic market segmentation and explain how it differs from demographic market segmentation.
- Name and briefly describe one category of usage-based market segmentation.
- Name and briefly describe one category of behavioral segmentation.
- Why is touchpoint consistency an important feature of a company’s relationship with its customers?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.
- 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”?
- What are the basic ideas that underlie permission marketing?
- Briefly define and distinguish between emotional and rational branding.
- Briefly define the term “viral marketing.”
- Briefly define search engine positioning and explain why companies use it.
- What is domain name parking?
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