Ecommerce Exam 2 Review

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Ecommerce Exam 2

Review


CHAPTER 7


3. What are some advantages and disadvantages of online marketing research? (p.166)



Advantages

o

Access to samples

o

Speed and time

o

Convenience

o

Travel and facility costs

o

Technology

o

Honesty



Disadvantages

o

Not completely repres
entative

o

Technology costs

o

Network/software problems

o

Click away

o

Dishonesty

4. Why do marketers need both qualitative and quantitative research? (p.164)



Qualitative is exploratory and identifies issues that can be studied using quantitative
methods (soft dat
a)



Quantitative research produces statistical data that can be generated to a larger population
(hard data)

6. Describe how an online focus group is conducted. (p.168)



Recruited through email/pop
-
up online intercepts
-

usually a prescreened pool of volunte
ers
who do it for cash incentives



Password
-
protected chatroom



Online chat message board, or split
-
screen for text, graphics, and videos



Real
-
time last 60
-
120 minutes



Message board focus groups can last several days

7. Why are qualitative research results m
ore challenging to analyze than quantita
tive
?



Subjectivity (hard vs soft data)
-

often inconsistencies between researchers



Each interview, focus group, etc. must be analyzed individually (time, effort)

12. Why is survey research such a popular online resea
rch method? (p.173)



Cost is lower than a traditional survey



Response rate is higher than a traditional survey



Results are produced rapidly



Convenience (for the respondent and the researcher)



Insight into the survey taking process

15. What are some of the r
isks that Internet marketing researchers face? (p.180)



Sample risk
-

collecting info from the wrong respondents



Content risk
-

asking the wrong questions



Method risk
-

inappropriate research method is used or the right method is incorrectly used



Bias risk
-

data are mishandled such that they are no longer reliable



Results risk
-

collecting a large amount of information and not being able to make sense of
it, using the wrong statistical test or misinterpreting the results




Qualtrics

Skip logic
-

allows yo
u to skip from one question to another based on prior response

Pipe smart text
-

allows you to insert a word within a question based on prior response



Chapter 13



Marketing plan

-

an overall blueprint for how marketing mix strategies and tactics will be
i
mplemented to satisfy customer needs and meet business goals typically over a period of one year
or more



Strategic marketing plan

-

marketing plan for a longer period of time, often three to five years of
more



Operational marketing plan

-

a detailed tactic
al blueprint for marketing goals and performances
within a short period of time, usually up to one year (very detailed)



Web marketing plan

-

a detailed plan or set of instructions for how web marketing will be
conducted; identifies goals, objectives, strat
egies, tactics, and expected performance for web
marketing



Internet marketing plan

-

marketing plans that expand coverage to include all Internet marketing
activities (the Web, intranets, and extranets) and other Internet services



Web storyboarding

A pro
cess that identifies what text and visual content will be contained on web pages and how the
pages will be linked



Search engine optimization


Definitions from the book:

Search engine marketing

-

techniques such as (1) keyword management by inserting html

tags in a
web page to obtain top ranking in a search engine list and (2) paying for sponsorship on a search
engine or for a top listing

Paid placement

-

search engine rankings that are artificially high because advertisers have bid and
paid for the top li
sting

Organic listing

-

natural placement listings where top
-
listed sites are the ones that visitors have
actually used

Paid inclusion

-

allows advertisers to insert their url and keywords in a search engine’s database or
index for a fee; listed faster and

are guaranteed that their site is available in the search engine’s index
for the period of the contract; does not guarantee top listing

Sponsored links
-

advertisers pay the search engine for every click
-
through on the listing; clearly
identified as spons
ored links on Google


Creating a search engine friendly site



Submit your site to search engines



Use relevant text on page



Use relevant title tags



Have links to your site available elsewhere



Do NOT use invisible text



Do NOT ‘stuff’ meta
-
tags, keyword tags,
etc.

Definitions from Wikipedia:

Search engine optimization

(
SEO
) is the process of improving the volume and quality of traffic to a
web site

from
search engines

via "natural" ("organic" or "algorithmic")
search results
.

A
web crawler

(also known as a
web spider
,
web robot
) is a program or automated script that
browses the
World Wide Web

in a methodical, automated manner; used by search engines to identify
which pages will be listed f
or a particular search

Black hat SEO

(spamdexing)

attempts to improve rankings in ways that are disapproved of by the
search engines, or involve deception. One black hat technique uses text that is hidden, either as text
colored similar to the background,
in an invisible
div
, or positioned off screen.

An SEO technique is considered
white hat

if it conforms to the search engines' guidelines and involves
no deception. White hat advice

is generally summed up as creating content for users, not for search
engines, and then making that content easily accessible to the spiders, rather than attempting to trick
the algorithm from its intended purpose.



In the news…Questions created by groups

1.

Ad Spending

a.

Which three types of businesses will be directly affected by the decrease in local
interactive advertising?

b.

What type of media is currently experiencing the most growth?

c.

Local interactive a
d spending

is expected to______
__

in the next year due ________.

2.

YouTube Ads

a.

It is predicted that YouTube's revenue will
_______

next year
because of the new
search ads.

b.

What is the rank
of

YouTube as a Web search provi
der?

c.

Where did YouTube get the format for the new AdWords system for search ads?

3.

Facebook Advertising

a.

Facebook has more worldwide visitors than MySpace. True or False

b.

How many companies our of the US's 100

largest advertisers have advertised on
Facebook since 2007?

c.

Researchers estimate that the click through rate for Facebook display ads is

____.

4.

Pizza on Facebook

a.

Pizza Hut is launching an application that allo
ws fans to place orders wi
thout leaving
their profiles.

b.

A number of the nation's biggest fast
-
food chains are beginning to embrace and i
Phone
ordering capabilities.

c.

Pizza Hut is launching a promotion with eMusic.com that gives customers 75 free

downloads i
n exchange for.

d.

Pizza Hut is launching a promotion with that gives customers 75 free downloads in
exchange for buying a pizza online.

5.

Army on the Web

a.

What is the main goal of the new feature (straight from Iraq) on
goarmy.com?

b.

What are two disadvantages of this feature?

c.

What will be the new slogan that the Army’s marketing campaign will advertise?

6.

ESPN on the Web

a.

Who is the main sponsor of “Mayne Street
?” Nyquil

b.

What website d
oes “Mayne Street
” appear on? Espn.com

c.

What type of show is “Mayne Street?” webisode

7.

March of Dimes

a.

Which one of these compa
n
i
es was not listed in the article as using user
-
generated
content?

b.

When a company

sponsors contests for a consumer to create a commercial, this is
referred to as

_____________.

c.

What is the theme of the March of Dimes cam
p
aign that will be used in the commercial?

8.

UGC Gone Bad

a.

What does UGC st
and for?

b.

What is user
-
generated content?

c.

On average, a satisfied customer will tell___ people, whereas an unsatisfied will tell
______.

9.

BuzzMetrics

a.

What are the benefits of measuring buzz marketing?

b.

What is an e
xample of consumer
-
generated media?

c.

What type of problems might BuzzMetrics run into?