©2006 Prentice Hall14-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Revision

©2006 Prentice Hall14-2 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

Chapter 6 Internet based-research approaches: Online movement observation surveys Web surveys What are the advantage and disadvantage of web surveys over traditional methods (p.158)‏ 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: 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)‏ Money Time Energy Psychic cost ©2006 Prentice Hall

Chapter 7 What are exchange outcomes of Internet users: Connect Entertainment Learn Trade ©2006 Prentice Hall

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? Geographics Demographics Psychographics Behavior How does micro marketing differ from multi- segment 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? Product Services Personnel Channel Image ©2006 Prentice Hall

Chapter 9 What are internet-specific differentiation strategies? 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? Product experience Defined by customer’s belief and attitude Customers’ expectation Applied at all price level What are different levels of brand relationships intensity? 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: 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? 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 SCM- CRM integration. CRM helps to satisfy customer's request at all touch points. CRM-SCM integration gives customer almost instant reply to his order status.