Internet Commerce - Tutorial Question Week 4 - Chapter 7

Chapter 7

E-Commerce Marketing Concepts

End-of-Chapter Questions (Page 433)

1. Name the five stages in the buyer decision process, and briefly describe the online and offline marketing activities used to influence each. (Question 7)

• Awareness of need
• Search for more information
• Evaluation of alternatives
• Actual purchase decision
• Post-purchase contact with firm

2. Why are “little monopolies” desirable from a marketer’s point of view? (Question 8)

3. What are the components of the core product, actual product, and augmented product in a feature set? (Question 10)

4. List the differences among databases, data warehouses, and data mining. (Question 13)

• Database: Software that stores records and attributes

• Database management system (DBMS): Software used to create, maintain, and access databases

• Data warehouse: Database that collects a firm’s transactional and customer data in a single location for offline analysis by marketers and site managers

5. Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micromarketing, and one-to-marketing. (Question 17)

Marketing Strategies		Marketing Attributes
	Product	Target	Pricing	Techniques
Mass Marketing	Simple	All consumers	One nation, one price	Mass media
Direct Marketing	Stratified	Segments	One price	Targeted Communications
Micromarketing	Complex	Micro-segments	Variable Pricing	Segment Profiles
One-to-one Marketing	Highly Complex	Individual	Unique Pricing	Individual profiles

6. How is online survey-taking and analysis different from the traditional process of mailing surveys? (Question 24)

By using online survey, a company can gather the information/data from the participants directly after they submit the survey online, whereas those of traditional mailing surveys need more time to gather the survey result/information (after the survey is completed, participant needs to send it back to the company by post services).

Projects (Page 434)

1. Find an example of a Web site that you feel does a good job of appealing to both goal-directed and experiential consumers. Explain your choice. (Question 2)

http://www.pooldawq.com/

This is one of the Online Billiards Store in US which sells anything about billiards in a very good and reasonable price. The shipping cost offered by this Online Store is very reasonable too, and this company offers free shipping to their customers who live in US.

Pooldawq.com offers a broad range pool/billiard cue and all the things the customers need in billiards game, and customers can decide which products to buy by searching based on Price range, Brands, or skill level (beginner, intermediate, and advanced).