Final E Commerce

Front 1

2 main purposes of marketing communication

Back 1

sales and branding

Front 2

advantages and dis- of online advertising (3 each)

Back 2

ATI CMS: all thoughts involved, can marketing succeed?

advantages: ATI
1. audience
2. ad targeting
3. interactivity

dis- CMS
1. cost v. benefit
2. hard to measure results
3. high supply of legit ad displaying venues

Front 3

forms of online advertising: 2 types of display ads

Back 3

banner ads and pop-up ads

Front 4

forms of online advertising: rich media ads

-ex
-boost ____ ____ by 10%

Back 4

ex./ javascript

-brand awareness

Front 5

which form of online advertising is the FASTEST growing?

Back 5

rich media, video ads

Front 6

forms of online advertising: 3 types of ad placement

Back 6

1. advertising networks- disney world pay vacation.com for ad space.
2. advertising exchanges- hilton hotels and Avis car rental exchange thru an = point system
3. banner swapping
3.

Front 7

forms of online advertising: search engine advertising 3 type examples, how ideal of a target market?

Back 7

1.sponsored link areas (pd)
2.google AdWords (keyword)
3.google AdSense(network keyword)

-VERY IDEAL target market

Front 8

what is the fast growing market platform?

Back 8

mobile advertising

Front 9

__% of unsolicited commerciral email is spam.

Back 9

90%

Front 10

what are 3 efforts that you can do to control spam?

Back 10

use technology, enjoy CAN-SPAM, voluntary self-regulation

Front 11

forms of online advertising: 2 types of online catalog examples

Back 11

1.full page spread-Landsend.com
2.grid displays-amazon

Front 12

search engine optimization techniques

Back 12

1. search engines registration
2. keywords in website descriptions
3. metatags and page title keywords
4. link to other sites=higher rating
-social market advertising, having a fb, blogs

Front 13

behavioral marketing

def

Back 13

interest-based advertisind

def: developed profiles are sold to 3rd parties who advertise based on profile.

Front 14

t/f: 60% of consumers research online before buying offline.

Back 14

True

Front 15

what does CAN SPAM act of 2003 stand for

Back 15

Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003

Front 16

main reason online marketing is more effective

Back 16

more TARGETED

Front 17

hits

-def
-why are they misleading

Back 17

def: number of HTTP requests received from a firm's server.

misleading bc one page would have >1 hit bc of graphics, multiple items requesting HTTP.

Front 18

click-through vs. view-through rate

Back 18

click=ST
view-=LT 30 response rate

Front 19

what is stickiness?

i.e. how sticky is this website?

Back 19

average length of stay at a web site... duration

Front 20

reach

Back 20

percentage of web site visitors who are potential buyers

Front 21

___ rate is used to measure new customers through product registration

Back 21

acquisition rate

Front 22

conversion rate

Back 22

percentage of shoppers who become buyers

Front 23

browse-to-buy ratio ex.

Back 23

preview of song on iTunes listened to: 100

song actually bought: 60

=3::5 ratio

Front 24

abandonment rate/chekcout conversion rate

Back 24

% who abandon a cart and do not complete their order

Front 25

loyalty/retention rate

Back 25

repeat customer rate

Front 26

attrition rate

Back 26

1-time customers (in a year)

Front 27

3 ways to measure online marketing

Back 27

1. measure market share (ex. view-through rate)
2. conversion from visitor to customer (abandonment rate)
3. email metrics (open rate)

Front 28

click through rate of email

Back 28

percentage who clicked through to offers

Front 29

bounce back rate of email

Back 29

percentage of email that could not be delivered

Front 30

online advertising: ultimate measure of ad campaign

-highest ROI of online marketing types

Back 30

ROI

-commercial email

Front 31

4 pricing models of online marketing

Back 31

1.barter-small levels
2. cost per thousand (CPM)
3. cost per click
4. cost per action/sale

Front 32

website functionality
-effectiveness factors (2)
-credibility factors (3)

Back 32

-effectiveness factors (utility, ease of use)
-credibility factors (design, info structure, info focus)

Front 33

When making a website, include WHAT features bc they impact online purchasing?

Back 33

-experience
-fast download times
-few clicks to purchase
-choice agents
-responsiveness

Front 34

4 major categories of ecommerce ethical, social, and political issues

Back 34

1. info rights
2. property rights
3. governance
4. public safety and welfare

Front 35

5 ethical concepts

Back 35

ERALD

ethics
responsibility
accountability
liability
due process

Front 36

metric information collected examples

Back 36

preference data, transaction data, clickstream data, browser type

Front 37

what is important to do when your website collects data

Back 37

explain to the customer WHY you collect data and HOW you'll use it.

benefit customer

Front 38

profiling

def, used in

Back 38

Creation of digital images that characterize online individual and group behavior

used in behavioral targeting, especially for advertising networks that build and refresh profiles of consumers

Front 39

from a customer's perspective, what is behavioral targeting?

Back 39

bad.

-undermines privacy
-weblining (grading customers to weight efforts toward high-paying customers)

Front 40

who is the largest user of private sector commercial data brokers?

Back 40

government agencies

Front 41

3 types of legal protection

Back 41

1. constitution -1,2,14th
2. federal/state statutes and regulations
3. common law

Front 42

t/f: U.S. firms can gather and redistribute transaction information WITHOUT individual’s informed consent.

t/f: so can Europe.

Back 42

1. TRUE: US=no consent
2. FALSE: illegal in Europe

Front 43

default opt-out

Back 43

start outside and unsubscribed.

-this is what good business practices use.

Front 44

1998 FTC Fair Info Practices Principles (5)

-are these laws?

Back 44

N,C,A,S,E

1. notice/awareness- disclose information practice before collect info
2. choice/consent- opt-in/out
3. access- review info collected by them
4. security
5. enforcement-mechanism to enforce


JUST GUIDELINES! not law

Front 45

self-regulation examples (4)

Back 45

1. safe harbor programs- good housekeeping
2. industry associations
3. privacy advocacy groups
4. privacy protection business-emerging

Front 46

IP rights example topics (2)

Back 46

ex./ E-publishing of text books, file sharing of music and content

Front 47

three main types of IP

name and def

Back 47

1.copyright-protects against the copying of entire programs or their parts
2.patent- grants owner 20 year exclusive monopoly on the ideas behind the invention
3.trademark law- identify, distinguish goods and indicate their source ex./intel processors

Front 48

drawback of copyright (2)

Back 48

only protects entire programs and their parts.
1. look and feel = hard to distinguish (ex./apple)
2.NOT the underlying ideas behind a work (ex./ source code on your unique web page CAN be mimicked without infringement)

Front 49

fair use doctrine

def

Back 49

under certain circumstances, permits use to teachers and writers to reproduce copyrights material

Front 50

goal of IP

Back 50

balance two competing interests-the public and the private

Front 51

patents

-does this encourage or discourage inventors?
-how does raising barriers to entry affect competition?

Back 51

-ENCOURAGE inventors
-stifles competition...can't infringe on patent

Front 52

are "business method patents" possible?

ex.

Back 52

yes, in 1998 State Street Bank & Trust v. Signature Financial Group

ex./ amazon's one-click purchasing

Front 53

trademarks

-purpose
-2 types of infringement

Back 53

-ensure customer gets what is paid for/expected to recieve

1.market confusion-creates confusion with existing trademarks, causes consumers to make market mistakes
2.bad faith-intential misuse of words to extort revenue

Front 54

cybersquatting

ex/

Back 54

brandjacking

www.cokacola.com

Front 55

cyberpiracy

(typosquatting)

Back 55

divert web traffic to their own sites

ex./ doke.com vs. coke.com

Front 56

unethical ex. of metatagging/keywording

Back 56

using trademark's word in a site's metatag

Front 57

net neutrality

-internet traffic equality
-2010 FCC court decision

Back 57

-internet traffic treated equally-no preferential assignment of bandwidth

-2010=court ruled FCC cannot do that. (not done deal tho)

Front 58

fast growing retail channel

-which specific types show most rapid growth

Back 58

online retail

-specialty retail sites

Front 59

the 4 step false evolution to e-commerce retail

Back 59

1. ppl shop lowest-cost products (no quality factor)
2. no online entry costs, higher efficiency (way cheaper)
3. offline stores forced out of business (online would take over)
4. disintermediation

Front 60

general merchandisers vs. specialty retailers

-ex each
-main difference

Back 60

gen- banarepublic.com
specialty-outbox store

differences in HOW they attract customers (customer experience, vs. cost)

Front 61

2 advantages of multi-channel integration

ex.

Back 61

1. integrated shopping experience
2. leverage value of physical store

ex./ online order, in-store pickup

Front 62

economic viability

def, and 2 approaches

Back 62

def: ability of firms to survive as profitable business firms during 1-3 years

2 approaches:
1.strategic analysis- SWAT, porter's 5
2. financial- balance sheet etc.

Front 63

4 e-tailing business models ex.

1.virtual merchant
2. bricks-and-clicks
3. catalog merchant
4.manuf.-direct

Back 63

1. amazon
2. walmart
3. VS
4. Dell

Front 64

3 groups/example of service industry group

Back 64

ex./ banking, travel, and career/employment

www.helpwanted.com
www.expedia.com

Front 65

transaction brokering vs. hands-on providers

Back 65

etrade.com vs. webmd.com

Front 66

2 global financial service industry trends

Back 66

1. industry consolidation
2. movement towards integrated financial services (still not possible, but ex./ is car loan, house mortgage, and pension fund with one profile/acct)

Front 67

financial service firms online vs. multi-channel

Back 67

multi-channel=lower acquisition costs, growing faster than pure online

online=more price-driven and less loyal

Front 68

online travel services revenue has almost __% growth in 4 years

Back 68

25% growth in 4 years, 85b to 120b

Front 69

2 segments of online travel market

Back 69

1. unmanaged business travel
2. managed " "

Front 70

online travel industry

-competition
-price
-industry

Back 70

-competition INTENSE
-price competition difficult
-industry CONSOLIDATION

Front 71

2 main career services

-name
-2 advantages of online
-important function

Back 71

monster.com, careerbuilder.com

1. cost-effective, less time to hire
2. all on one site, easy for job hunters and employees

-ability to establish market prices and terms (online national marketplace) ex./national salary average

Front 72

online recruitment trends (4)

Back 72

SS CN (start soon?, Can Now)

1. consolidation
2. diversification (niche employment sites)
3. job search engines
4. social network: LinkedIn

Front 73

3 important trends in online content

Back 73

1. user-generated content growing
2. mobile device movement
3. ppl willing to pay for premium content

Front 74

what does "paid content and free content coexist" relate to?

Back 74

trend in online content

-ppl are willing to pay for premium content

Front 75

what is convergence?

-def
-ex

Back 75

def: when traditional media aligns with the internet and technology

ex./pandora radio

Front 76

as of 2010, what is the highest media utilization?

Back 76

TV

Front 77

3 digital content delivery models

-can these three models work cooperatively

Back 77

paid, free with advertiser support, freemium (ex.WSJ subscription...only see 1st half of article)

-YES

Front 78

5 online content revenue models

Back 78

MMAPS

-mixed
-Marketing
-Advertising
-pay-per-view
-subscription

Front 79

4 factors required to charge for online content

Back 79

MCMN

1.focused Market
2. specialized Content
3. sole source Monopoly
4. high perceived Net Value

Front 80

3 types of media convergence

name and ex

Back 80

TCI

1. technological-iPhone phone and facetime
2. content-new tools for editing and processing (illustrator)
3.industry-cross-market content on different platforms (iPhone camera and editing tools)

Front 81

4 key challenges facing content producers

name and ex

Back 81

TCCD (Tebow can copyright decisions)

1. technology-bandwidth issues
2. cost
3. distribution channel and cannibalization (ex./ barnes and noble vs b&n.com
4.digital rights management- illegal music downloads

Front 82

E-book revenue models (3)

Back 82

1. pay-for-download
2. e-library subscriptions
3. advertising-supported model

Front 83

entertainment convergence (3 types)

Back 83

1. technological-iphone and gaming
2. content-digital cameras
3. industry- netflix from mail to streaming

Front 84

4 areas that make up social network definition

-does this mean sharing goals or intentions?

Back 84

1. group of ppl
2. shared social interaction
3. common ties among members
4. share an area for a period of time

-NO goal-sharing or intentions necessarily

3.

Front 85

how are portals and social networks converging (2)

Back 85

1. google+ (portal adding social network features)
2. portals have become community meeting places

Front 86

how has the revenue model of social networks changed?

Back 86

subscription moved to *advertising

Front 87

5 generic types of social networks

name and ex

Back 87

G,P,I,A,S

1. general communities- FB
2. practice-LinkedIn
3. interest-built around common interest like gaming
4.affinity-self-identify through demographics ex./ blacks go to BlackPlanet
5.sponsored- created by commercial, nonprofit, gov ex./Jeep

Front 88

dynamic pricing

def
4 types (name & ex)

Back 88

def:Prices based on demand characteristics of customer and supply situation of seller

BTUP (button up)

4 types
1.bundling- cell phone bundled with low demand car charger
2.trigger pricing-mcommerce, triggers based on location
3.utilization-insurance price based on miles driven
4. personalization-higher price for early release to committed fans

Front 89

benefits of auction

name 5

Back 89

LDELI

-Liquidity
-price discovery
-Market efficiency
-lower transaction costs
-market maker benefits of no inventory

Front 90

risks/costs of auctions (5)

Back 90

1. delayed consumption cost
2. monitor costs
3. equipment costs
4. trust
5.fulfillment costs

Front 91

how can the seller or buyer gain market power in internet auctions?

Back 91

-Seller bias: Few sellers and many buyers
-Buyer bias: Many sellers and few buyers

Front 92

2 price allocation rules

-from a BUYER'S point of view, which is betteR?

Back 92

Uniform pricing rule: Multiple winners who all pay the same price
Discriminatory pricing rule: Winners pay different amount depending on what they bid

buyer's pov=uniformity, bc then they pay lowest price

Front 93

bid rigging

-when can it occur
-def
-alternative in auctions

Back 93

-when price bids are kept private

-bidders communicate prior, rigging their bids to ensure certain prices.

-use a open-market

Front 94

what are 2 common types of auction market fraud?

Back 94

failure to deliver, failure to pay

Front 95

portals

-2 types
-name and ex.
-contain (3)

Back 95

general purpose (yahoo) and vertical market (facebook, espn.com)

-contain web navigation, commerce, and content

Front 96

portal business models-example of each

1. ISP services
2. advertising rev.
3. tenancy deals
4. commission on sales
5. subscription fee
6. apps and games

Back 96

1. ISP services (ex./ AOL email for mthly charge)
2. advertising rev. (FB)
3. tenancy deals- affiliate relationship, exclusive partnerships (nike and gatorade)
4. commission on sales
5. subscription fee-premium content charge (WSJ.com)
6. apps and games-games.com

Front 97

when using google analysis, what is the most important way to measure success?

Back 97

goal conversions