Chapter 4 Discussion Question Global E- Business

Briefly explain why two different firms in the same industry might decide to use different marketing strategies.
Name four elements that a company might choose to include in its marketing mix.
What are the four Ps of marketing?
How do transaction costs play a role in determining customer value?
What are three elements of promotion that can be conducted online?
What is a product-based marketing strategy?
How can an external viewpoint help a company develop a customer-based online selling strategy?
What makes mass media advertising attractive to many companies?
What makes mass media advertising ineffective in many online settings?
What type of promotional media works best for highly complex products or services?
Many online retailers include blogs on their Web sites. Name and briefly describe one purpose for which an online retailer might use a blog?
Briefly define psychographic market segmentation and explain how it differs from demographic market segmentation.
Name and briefly describe one category of usage-based market segmentation.
Name and briefly describe one category of behavioral segmentation.
Why is touchpoint consistency an important feature of a company’s relationship with its customers?Outline the main characteristics of a Web site visitor who is in the exploration state of a relationship with the business owning the Web site.
Briefly define conversion cost and explain why companies should calculate it.
Why is acquisition cost for most online retailers higher than retention cost?
Why do most online advertisers comply with the Interactive Advertising Bureau’s display ad format standards?
What is an ad exchange network and how does it differ from a display advertising network?
What is an interstitial ad?
What is a pre-roll video ad and in what specific situations can it be used effectively?
Explain what online text ads are and briefly describe their advantages over online display ads.
Briefly explain why mobile advertising is growing so rapidly.
What is a Web site sponsorship?
As the terms are used in online advertising, what is the difference between an “impression” and a “click-through”?
What are the basic ideas that underlie permission marketing?
Briefly define and distinguish between emotional and rational branding.
Briefly define the term “viral marketing.”
Briefly define search engine positioning and explain why companies use it.
What is domain name parking?