Final Exam Review- E-Marketing – Flashcards
Unlock all answers in this set
Unlock answersquestion
Chapter 2: Strategic E-Marketing and Performance Metrics
answer
The main goal of this chapter is to help you understand strategic planning and the way companies seek to achieve their objectives through strategies and tactics involving e-business and e-marketing. You will become familiar with common e-business models implemented at different organizational levels and with the application of performance metrics to monitor progress toward objective accomplishment.
question
An e-business model is a method by which the organization sustains itself in the long term using information technology, which includes its value proposition for partners and customers as well as its r_____________ s____________.
answer
revenue streams
question
E-business models d_____ h_____ to use the internet; when retailers scan products and customer data or reward cards at the checkout, these data can become a rich source of knowledge for inventory management and promotional offers- e-marketing without the internet.
answer
don't have
question
As part of its e-business model, an organization describes the ways in which it creates v_______ for customers and partners.
answer
value
question
Value encompasses the customer's p___________ of the product's benefits, specifically its attributes, brand name, and support services.
answer
perceptions
question
Subtracted from benefits are the c_____ i__________ in acquiring the product, such as money, time, energy, and psychic costs.
answer
costs involved
question
Information technology usually, but not always, i_______ b___________ and lowers costs to stakeholders.
answer
increases benefits
question
Chapter 6: E-Marketing Research
answer
The main objective of this chapter is to help you develop an understanding of why and how-marketers conduct online marketing research and how they turn data into marketing knowledge that provides insight into marketing activities. You will learn about the three categories of internet data sources, consider the ethics of online research, look at key database analysis techniques, and explore the use of knowledge management metrics.
question
Chapter 7: Connected Consumers Online
answer
The primary objective of this chapter is to help you develop a general understanding of the online consumer population. You will explore the context in which online consumer behavior occurs, the characteristics and resources of online consumers, and the outcomes of the online exchange process.
question
Chapter 8 (Strauss): Segmentation, Targeting, Differentiation, and Positioning Strategies
answer
The main goal of this chapter is to help you examine the various bases for market segmentation and the classifications and characteristics of several important e-marketing segments. It also provides examples of product differentiation and positioning strategies for e-marketing.
question
Chapter 9 (Strauss) : The Online Offer
answer
The primary goal of this chapter is to help you analyze the development of consumer and business products that capitalize on the internet's properties and technology by delivering online benefits through product attributes, branding, support services, and labeling. You will become familiar with the challenges and opportunities of e-marketing-enhanced product development.
question
Chapter 10: Price: The Online Value
answer
The primary goal of this chapter is to help you examine how internet technology influences pricing strategies. You will gain an understanding of both the buyer's and the seller's perspectives of pricing online and consider whether the internet is an efficient market. You will also read about fixed pricing as well as the return to dynamic pricing, such as online auctions, and many other strategies and tactics.
question
Chapter 11-The Internet for Distribution
answer
The key objective of this chapter is to help you develop an understanding of the internet as a distribution channel, identify online channel members, and analyze the functions they perform in the channel. You will learn how the internet presents opportunities to alter channel length, restructure channel intermediaries, improve the performance of channel functions, streamline channel management, and measure channel performance. Special emphasis is on e-commerce, m-commerce, and social commerce.
question
Chapter 12-E-Marketing Communication: Owned Media
answer
This chapter discusses how marketers use communication media and social media to connect with customers and prospects. After reading an overview of integrated marketing communication (IMG), you will learn about selecting, applying, and evaluating tools for messages in owned media, one of the three main elements of content strategy. You will also gain an understanding of the complex art and science of search engine optimization.
question
Chapter 13-E-Marketing Communication: Paid Media
answer
This chapter explores paid media, the second of the three elements of content marketing used to communicate with customers and prospects. In addition to learning about the latest trends and specific uses of paid media, you will examine some of the pricing models that apply when marketers select these tools. Finally, you will see how advertisers use metrics to evaluate the effectiveness and efficiency of paid media.
question
Chapter 14-E-Marketing Communication: Earned Media
answer
This chapter examines why and how companies plan, implement, and evaluate e-marketing communication initiatives for earned media, the third element of the online content strategy. You will learn about the techniques that marketers use to engage users, encourage collaborative content creation, manage the firm 's reputation online, and monitor earned media activities.
