Transcript ELC 310 - SaigonTech

E-Marketing 4/E
Judy Strauss, Adel I. El-Ansary, and Raymond Frost
Revision
©2006 Prentice Hall
14-1
Chapter 6
• Three main sources of data that e-marketers use to address
research problems.
• Internal data: non-marketing data, sales force data, customer
characteristic and behaviour.
• Secondary data: publicly generated data, privately generated data,
online databases, etc.
• Primary data: information gathered for the first time to solve a particular
problem.
• The advantage and disadvantage of primary and secondary
data:
• Cost
• Information quality
• Availability
• 5 steps in primary research
©2006 Prentice Hall
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Chapter 6
• Internet based-research approaches:
• Online movement observation
• Email surveys
• Web surveys
• What are the advantage and disadvantage of
web surveys over traditional methods (p.158)
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Cost
Information quality
Research data entry errors
Response rate
Respondent authenticity
Sample selection
©2006 Prentice Hall
Chapter 7
• How do individuals vary in their online behavior:
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Demographic
Attitude toward technology
Online skill and experience
Goal oriented or experience oriented
Convenience or price orientation
Family life cycle
• Consumer’s resources for exchange:
(value=benefits – costs)
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Money
Time
Energy
Psychic cost
©2006 Prentice Hall
Chapter 7
• What are exchange outcomes of Internet users:
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Connect
Entertainment
Learn
Trade
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Chapter 8
• What is marketing segmentation?
• Marketing segmentation is the process of grouping individuals
or businesses based on similar characteristics that related to
the use, consumption or benefits of a product or service.
• What is targeting?
• Targeting is the process of selecting the market segments that
are most attractive to the firm and selecting an appropriate
segment coverage strategy.
• What are the criteria that companies use to select
segments to target?
• Accessibility
• Profitability
• Growth
©2006 Prentice Hall
Chapter 8
• What are the segmentation bases and their
related variables?
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Geographics
Demographics
Psychographics
Behavior
• How does micro marketing differ from multisegment marketing, niche marketing and mass
marketing? (p.212)
©2006 Prentice Hall
Chapter 9
• What is differentiation?
• The process of adding a set of meaningful and valued
differences to distinguish the company’s offerings from
competitors’.
• What are the dimensions that a company can
differentiate its product?
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Product
Services
Personnel
Channel
Image
©2006 Prentice Hall
Chapter 9
• What are internet-specific differentiation
strategies?
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Site environment
Making the intangible tangible
Building trust
Efficiency and timely order processing
Pricing
CRM
• What are the bases and strategies for
positioning? (p.224)
• Give an example for one strategy of positioning
©2006 Prentice Hall
Chapter 10
• What is value?
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Product experience
Defined by customer’s belief and attitude
Customers’ expectation
Applied at all price level
• What are different levels of brand relationships
intensity?
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Awareness
Identity
Connection
Community
Advocacy
• What are some important criteria for Internet
domaining?
©2006 Prentice Hall
Chapter 11
• How does fixed pricing differ from dynamic
pricing?
• Fixed: one price for all
• Dynamic: varying prices for individual customers
• What is price transparency? How the Internet
create an environment of price transparency?
• What are the internal factors that affect pricing
objectives?
• Pricing objectives: profit oriented, market oriented,
competition-based oriented
• Marketing mix strategy
• Information technology
©2006 Prentice Hall
Chapter 12
• What is an distribution channel?
• A group of interdependent firms that work together to transfer
the product and information from the supplier to the consumer
• Participants: producers, intermediaries, buyers
• What is supply chain management and why is it
important?
• SCM refers to the coordination of flows in three categories:
material, information, and financial in a distribution channel.
• What is disintermediation? Give an example.
• What is a metamediary? Give an example
©2006 Prentice Hall
Chapter 13
• What is integrated marketing? Why it is
important?
• What are the advantages and disadvantages of
using the advertising formats of:
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Display ads
Pop-up windows
Interstitials
Superstitials
• What is permission marketing? Give an example
• What is viral marketing? Give an example
©2006 Prentice Hall
Chapter 13
• What are Internet advertising vehicles?
• Email
• Wireless content sponsorship
• Web sites
• What is search marketing? What is keyword
advertising, search engine optimization. Give an
example for each.
• Search marketing: marketing a web site via search engines by
improving rank in listings or purchasing paid listings.
• Keyword advertising: buying keywords at search engines site
• SEO: altering a website so that it does well in listings of
search engines.
Chapter 14
• What is customer relationship management?
• The process of targeting, acquiring, transacting,
servicing, retaining and building long-term
relationship with customers.
• Who are the stakeholders in CRM?
• Explain the difference between market share
and wallet share.
• How do cross-selling and up-selling help
company in getting wallet share?
• What is a web-log analysis?
Chapter 15
• Explain how the customer benefits from SCMCRM integration.
• CRM helps to satisfy customer's request at all touch
points.
• CRM-SCM integration gives customer almost instant
reply to his order status.