internet marketing quiz 2: chapters 5&6

copyright infringement
occurs when people download copyrighted software without a license, loan copyrighted software without a license or install software on more computers than allowed
occurs when illegally copied software is duplicated and distributed to others without consent of the copyright owner
critical issues due to modern technology presents challenges to marketing ethics
-ownership of intellectual property
-role of privacy in a virtual world
-freedom of expression
-uses of data and methods of collection
-status of children who log onto digital networks
encompasses both ethical and legal aspects
-no specific privacy provision within the constitution
-privacy interests compete with concerns for safety, economics, and need for association with others
problem of self regulation
supporters of self regulation stress the private sector’s ability to identify and resolve problems
-recent policy making activities indicate that governments are asserting themselves in internet regulation and control in areas such as privacy, data protection and fraud prevention
frequently concerns the values and practices of those who have expert knowledge of a specific field
is also an expression of values, but created so that citizens will be familiar with their rights and obligations
-laws governing the internet are at a disadvantage because they may be nearly obsolete by the time of passage
international privacy issues
european union has developed the most comprehensive privacy legislation
-U.S. FTC has identified the following norms of ethical use of consumer information:
children’s online privacy protection act
requires that websites establish procedures that protect children online and involve parents
privacy policies
fair credit reporting act
electronic communication privacy act
consumer privacy bill of rights
-government developed an official framework to improve users’ privacy rights
privacy within digital contexts
nearly every major website collects personally identifiable information, but just over 1/2 specify on the site how the information will be used
digital property
law protects intangible or intellectual property through the following mechanisms:
-patent law
-copyright law
-trademark law
patent law
centered on inventions
copyright law
addresses rights to publish, duplicate, or alter expressions of ideas
trademark law
concerned with brands and source identifiers in the marketplace
trademarks may be registered and protected under the act
can be applied to domain names
sources of infringement:
-name similarities
primary means of protecting most expression on the internet
-ability to copy protected material for education and news reporting
-1998 millennium copyright act
– protects ISPs from acts of user infringement
-criminalizes the circumvention of software protections
-complies with international standards for copyrighted material
-patents prevent competitors from doing the same thing a different way
-patent protection has been claimed for reverse online auctions and secure credit card processing
data ownership
legal and ethical debates about data access and ownership questions abound
-block search engine indexing for private data
licenses may be two basic types:
1. shrinkwrap or break the seal
2. clickwrap (where the user is required to click to accept the terms)
online expression
regulation raises issues of freedom
CAN-SPAM act of 2003 created a comprehensive, national framework for email marketing
-computer decency act
domain ownership
doesn’t have to match your brand name
consider policies for your distribution network for domains, emails, keyword purchase
emerging issues
internet corporation for assigned names and numbers was formed in 1998 to resolve conflicts related to domain naming
-treaties may provide for international resolution and enforcement
company social media policy
-no policy or guidelines
-strict policies
-guidelines for use
use of email or websites to impersonate individuals or corportations
use of deception and false claims to obtain profits
big data
refers to huge data sets that are difficult to manage and analyze
31% of marketers would like to collect web data daily
data drives strategy
emarketers can generate a great deal of data
-data without insight or application to informed marketing strategy are worthless
electronic marketing information system
marketing information system is the process by which marketers manage knowledge
internet and other technologies facilitate data collection
marketing knowledge management
process of managing the creation, use and dissemination of knowledge
marketing knowledge database includes data about customers, prospects and competitors
secondary data
can be collected more quickly and less expensively than primary data
might not meet your needs
-data was gathered for a different purpose
-quality of secondary data may be unknown and data may be old
marketers continually scan the macro environment for threats and opportunities
internal records
-sales data
-customer characteristics and behavior
-universal product codes
-tracking of user website movements
-websites visited before and after the firms website
primary data
information gathered for the first time to solve a particular problem
publicly generated data sources
-U.S. patent office
– international
-monetary fund
-world fact book
-american marketing
privately generated data sources
-forrester research
-interactive advertising bureau
-commercial online databases
technology enabled approaches
client side data collection (browser)
server side data collection
client side data collection (browser)
pc meter with panel of users to rack the user clickstream
server side data collection
site log software can generate reports on number of users who view each page, location of prior site visited, purchases, etc.
real time profiling tracks users’ movements through a website
ethics of online research
companies conducting research on the web often give respondents a gift or fee for participating
online panels
linkedin groups
product databases
hold information about product features, prices, and inventory levels
customer databases
holds information about customer characteristics and behaviors
data warehouses
repositories for the entire organizations historical data, not just for marketing data
-current trend is cloud computing
knowledge management metrics
-ROI: total cost savings divided by total cost of the installation
-total cost of ownership: includes cost of hardware, software, labor and cost savings
data analysis and distribution
four important types of analysis
-data mining
-customer profiling
-FRM (recency, frequency, monetary value) analysis
-report generating

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