chapter 7

Chapter 7

1.    Explain the difference between marketing and marketing communications.
      Marketing communication have a dual purpose: branding and sales. One purpose of marketing communication is to develop and strengthen a firms brands by information consumers about the differentiating fratures of the firms products and services.
2.    What are some reasons why online advertising constitutes only about 9 percent of the total advertising market?
      Some reasons why online advertising constitutes only about 9 percent of the total advertising market are consumer, financial services, computers, telecommunications and media account for 80% of all online advertising.

3.    What kinds of products are most suited to being advertised online?
       Display ads, video ads, rich media, lead generation.

4.    What is the difference between an interstitial ad and a superstitial ad?
       Interstitial ad is a way of placing a full-page message between the current and destination pages of a user. Superstitial ad is a rich media ad that can be any screen display size up to full screen 900x500, and with a file size of up to 600 kb.

5.    What are some of the reasons for the decline in click-through rates on banner ads today? How can banner ads be made more effective?
      Banner ads display different images in relatively quick succession, creating an animated effect.

6.    Why are some affiliate relationships called “tenancy” deals? How do they differ from pure affiliate relationships?
     Among large firms, affiliate relationships are sometimes called "tenancy deals" because they allow a firm to become a long-term "tenant" on another site.

7.    There is some controversy surrounding paid placements on search engines. What are some of the issues surrounding paid placement search engines? Why might consumers object to this practice?
     The Achilles' heel of search engine marketing  is "click fraud". Just as spam has greatly reduced the untility of e-mail  marketing, so has click fraud raised the costs and reduced the arttractiveness of serch engine marketing to merchants.

8.    What are some of the advantages of direct e-mail marketing?
      Some of the advantages of direct e-mail marketing are sending e-mail to an opt-in audience, advertisers were targeting interested consumers.

9.    What is the difference between hits and page views? Why are these not the best measurements of Web traffic? Which is the preferred metric for traffic counts?
      Hits are number of http requests received by a firm's server and page views are the number of pages requested by visitors.

10.  Define CTR, CPM, CPC, and CPA.
      CTR is the percentage of people exposed tp an online advertisement who actually click on the banner. CPM is the advertiser pays for impressions in 1000 unit lots. CPC is the advertiser pays prenegotiated fee for each click an ad receives. CPA is the advertiser pays only for those users who perform a specific action.  

11.  What are the key attributes of a good domain name?
      A good domain name should be short, memorable, not easily confused with others, and difficult to misspell.

12.  What are some of the steps a firm can take to optimize its search engine rankings?
    

13.  List and describe some Web site design features that impact online purchasing?
       one click purchase capability, product list navigation and choice features that save consumers time.

Chapter 6

Chapter 6

1.    Other than search engines, what are some of the most popular uses of the Internet?
       37% of comsumers use search engine, 33% go directly to the company Web site, comparison shopping sites 17% and product rating sites 15%.

2.    Would you say that the Internet fosters or impedes social activity? Explain your position.
      We can use the internet to talk to the person from the other side of the world, video chatting, shopping and a lot other thing can be finished online so that i think the internet helps social activity.

3.    Why would the amount of experience someone has using the Internet likely increase future Internet usage?
       The amount of experience someone has using the internet likely increase future internet usage because the internet is always changing and if someone who does not use internet often will have hard time to keep up with the everyday changing on the internet.

4.    Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research?Name four improvements Web merchants could make to encourage more browsers to become buyers.
     The many consumer use the internet to investigate purchases before actually buying because they go to the different sites and different online stores to compare the product's price, quality, shipping cost and etc... Four improvements Web merchants could make to encourage more browsers to become buyers are online news, health informations, hobby related informations and financial informations.  

5.    Name the five stages in the buyer decision process, and briefly describe the online and offline marketing activities used to influence each.
       The five stages in the buyer decision process are Awareness need recigniton, search, evaluation of alternatives, purchase and post-purchase behavior loyalty. Offline awareness need recognition are Mass media, TV, radio, print media. Online awareness need recognition are targeted banner, ads, interstitials, targeted event promotions. Offline Search are Catalogs, print ads, mass media, salespeople, product raters, store visits. Online search are Search engines, online catalogs, site visits, targeted e-mail. Offline Evaluation of alternatives are Reference groups, opinions leaders, mass media, product raters, store visits. Online evaluation of alternatives are Search engines, online catalogs, site visits, product reviews ans user evaluatioins. Offline Purchases are promotions, direct mail, mass media, print media. Online purchase are online promotions, lotteries, discounts and targeted email. Offline post-purchase behavior loyalty are warranties, service calls, parts and repair, consumer groups. Online post-purchase behavior loyalty are Communities of consumption, newsletters, customer e-mail, online updates.

6.    What are the components of the core product, actual product, and augmented product in a feature set?
     The components of the core product are the core benefit the coustomer receives from the product. Actual product are the set of characteristics designed to deliver the product's core benefits. Augmented product are a product with additional benefits to customers beyond the core benefits embodied in the actual product.

7.    Name some of the drawbacks to the four data mining techniques used in Internet marketing.
       There are many drawbacks to all these techniques, not least of which is that there may be millions of rules, many of them nonsensical, and many others of short-term duration. the rules need extensive validation and culling. Also, there can be millions of affinity groups and other patterns in the data that are temporal and meaningless. The difficulty is isolating the valid, powerful patterns in the data and then acting on the ovserved pattern fast enough to make a sale you would otherwise not have made.

8.    Which of the four market entry strategies is most lucrative?
       The most common strategy existing firms is ti extend their businesses and brands by using a mixed bricks-and-clicks strategy in which online marketing is closely integrated with offline physical stores.

9.    Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micromarketing, and one-to-one marketing.
      One-to-one marketing is the ultimate form of market segmentation, targeting, and positioning-where the segments are individuals. Mass marketing based on national media messages aimed at a single national audience and with a single national price, is appropiate for products that are relatively simple and attractive to all customers in a single form. Direct marketing is based on direct mail or phone messages and ained at segments of the market likely to purchase and which has little variation in price. Micromarketing is aimed at geographical units or specialized market segments is the firm form of true database marketing.

10.  What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales on a Web site?
     The reasons that freebies and giveaways are knocking out competitors, taking consumer's attentions, advertising but most of the freebies are basic stuff and if you willing to upgrade to better quality on you would have to pay. For example, the free movie sites offering the HD version for $10 per month.

11.    Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option?
    Bundling offers consumers two or more goods for one price. The key idea behind the concept of bundling is that although consumers typically have very diverse ideas about the value of a single product, they tend to agree much more on the value of the bundle if products offered at a fixed price.

Chapter 5

Chapter 5

1.    Why is it less risky to steal online? Explain some of the ways criminals deceive consumers and merchants.
       The internet makes it possible to rob people remotely and alomst anonymously. Downloading free music from online is stealing but it is easier than stealing original CD from store so that stealing online is a lot less risky.

2.    Give an example of security breaches as they relate to each of the six dimensions of
e-commerce security. For instance, what would be a privacy incident?
       Integrity- Redirecting a bank wire transfer, Nonrepudiation- Ordering items online and deny, Identifying the real person whom they dealing with on the Internet, Confidentiality- Only the authorized person can view the messages and data, Privacy- protecting the informations from the illegitimate or unauthorized users, Availability- ensure that an e-commerce site continues to function as intended.

3.    How would you protect your firm against a Denial of Service attack?
       I would have some sort of security system or censor that can watch hacker like that and block them before they start attacking the web site.

4.    How does spoofing threaten a Web site’s operations?
       Spoofing threaten the intergrity of a site such as redirect customers to a fake website to steal the payment from true site, changing orders and send them to true web site so that the company will ship the wrong order to customers.

5.    What are some of the steps a company can take to curtail cybercriminal activity from within a business?
       An Encryption can protect all the messeges and text from cybercriminal, only sender and receiver can read the messages.     

6.    Identify and discuss the five steps in developing an e-commerce security plan.
        A security plan begins with risk assessment- an assessment of the risks and points of vulnerability, security policy- a set of statements prioritizing the information risks, identifying acceptable risk targets, and identifying the mechanisms for achieving these targets, implementation plan- the steps you will take to achieve the security plan goals, security organization- educates and trains users; keeps management aware of security threats and breakdowns, Access controls determine which outsiders and insiders can gain legitimate access to the networks, Security audit involves the routine review of access logs.

7.    What are tiger teams, who uses them, and what are some of the tactics they use in their work?
      Tiger teams are the hacker teams that corporate security departments used to test their own security measures. White hats are helping organizations locate and fix security flaws. Black hats are hackers who engage in the same kinds of activities but without pay or any buy-in from the targeted organization, and with the intention of causing harm. Gray hats are hackers who believe they are pursuing some grater good by breaking in and revealing system flaws.

8.    How do the interests of the four major payment systems stakeholders impact each other?
     

Chapter 4

Chapter 4

1.    Name the six main pieces of the e-commerce site puzzle.
        Human Resource, Site's design, Organizational capability, telecommunication, Hardware, Software.

2.    Define the systems development life cycle and discuss the various steps involved in creating an e-commerce site.
      System development life cycle is a methodology for understanding the business objectives of any system and designing an appropriate solution. A life cycle methodology does not guarantee success, but it helps in creating documents that communicate to senior management that objectives of the site, important milestones and the uses of resources so that adopting the life cycle is way better than having no plan at all.

3.    What are the three main factors to consider when choosing the best platform for your Web site?
      Page deliver, page generation and page content.

4.    Why is Web server bandwidth an important issue for e-commerce sites?
        To make sure there is enough room for all the customer to hit at the same time.

5.    Compare and contrast the various scaling methods. Explain why scalability is a key business issue for Web sites.
      Scalability refers to the ability of a site to increase in size as demand warrants. Vertical scaling increase the processing power of individual components and Horizontal scaling use to employing multuple computers to share the workload and increase the footprint of the installation.

6.    What are the eight most important factors impacting Web site design, and how do they affect a site’s operation?
       Functionality, Informational, Ease of use, Redundant navigation, Ease of purchase, Multi-browser functionality, Simple graphics, Legible text.

7.    Name and describe three tools used to treat customers individually. Why are they significant to e-commerce?
       Widget are pre-built chunk of code that executes automatically in your HTML and allow wide variety of tasks. CGI is the interaction between browser and server. ASP allow for dynamic pages. 

8.    What are some of the policies e-commerce businesses must develop before launching a site and why?
     Privacy policy and accessibility rules.

Okkar's chapter 3 homework

Chapter 3






1. Why isn’t the Internet overloaded? Will it ever be at capacity?
Internet is the two or more computers networking together and the more computer join the more capacity added.
2. Compare and contrast intranets, extranets, and the Internet as a whole.Intranets is a TCP/IP network located within a single origanizational for purposes of communications and information processing. Extranets are formed when firms permit outsiders to access their internal TCP/IP network.
3. What are some of the challenges of policing the Internet? Who has the final say when it comes to content?Since no one Governs the internet and controling any activities on the internet. The service provider has final say when it comes to content.
4. Why was the development of the browser so significant for the growth of the Web?The browser helps you find any website on the WWW that you want to visit.
5. Name and describe five services currently available through the Web.
Blogs, Internet TV, Internet Radios, podcast, wikis.
6. What are at least three new services that will be available through the next generation of the Internet?  M-commerce (Mobile Commerce)

Okkar's Chapter 2 homework

1. What are the eight key components of an effective business model?
    Value proposition, Revenue model, Market opportunity, Competitive environment, Competitive  advantage, Market strategy, Organizational development, Management team.
2. Describe the five primary revenue models used by e-commerce firms.

• Advertising revenue model-a web site that offers its users content, services, and/or products also provides a forum for advertisements and receives fees from advertisers.
• Subscription revenue model- a web site taht offers its users content or services charges a subscriotion fee for access to some or all of its offering.
• Transaction fee revenue model- a company receives a fee for enabling or executing a transaction.
• Sales tevenue model- companes derive revenue by selling goods, information, or services to customers.
• Affiliate revenue model- sites that steer business to a affiliate receive a referral fee or percentage of the revenue from any resulting sales.

3. Why is targeting a market niche generally smater for a community provider than targeting a large market segment?
I think targeting the market niche can bring various customers and provide or sells various goods instead of one specific product. That's why targeting the market niche is smarter for community provider than targeting a large market segment.
4. Besides the examples given in the chapter, what are some other examples of vertical and horizontal portals in exitence today?
Vertical: Childrens.com, Toys.com, Tires.com
Horizontal: local.com
5.What are the major differenences between virtual storefront such asDrugstore.com and brick-and-clicks operations such as Walmart.com? What are the advantages and  disadvantages of each?
Virtual Merchant focus on particular goods such as drugs, auto parts, toys,etc...
Brick-and-clicks is selling products from particular company that they actually have in their physical stores.

Business210 Chapter 1

Chapter 1


1. What is e-commerce? How does it differ from e-business? Where does it intersect with e-business?
   E-commerce is the use of the Internet and the World Wide Web to transact business. E-commerce is not anything digital that the firm does. For the purpose of this text, we will use the term e-business to refer primarily to the digital enabling of transactions and processes within a firm. E-commerce and e-business intersect at the point where internal business systems link up with suppliers or customers.
2. What are some of the unique features of e-commerce technology?
Ubiquity, Global reach, Universal standards, Richness...
3. What is Web 2.0? Give examples of Web 2.0 sites and explain why you included them in your list.
Web 2.0 is the applications and technologies that allows users to create, edit, and distribute content; share preferences,bookmarks, and online personas; participate in virtual lives; and build online communities. Yahoo is one of the famous Web 2.0 site that you can read news, Auto, Movies and a lot other stuff
4. Give examples of B2C, B2B, C2C, and P2P Web sites besides those listed in the chapter materials.
Overstock.com is one of the famous B2C website. B2B: made-in-china.com, C2C: autotrader.com, P2P:
www.emule-project.net
5. What factors will help define the future of e-commerce over the next five years?

• E-commerce technology will continue to propagate through all commercial actvity,with overall revenues from e-commerce, the numver of products and services sold over the web, and the amount of web traffic all rising.
• E-commerce prices will rise to cover the real costs of doing business on the Web
• E-commerce margins and profits will rise to levels more typical of all retailers
• Triditional well-endowed and experienced Fortune 500 companies will play a growing and more dominant role
• Entrepreneurs will continue tp play an important role in pioneering new social applications.
• The number of successful pure online companies will continue to decline and most successful e-commerce firms will adopt an integrated, multi-channel bricks-and-clicks strategy.
• Regulation of e-commerce and the Web by government will bith in the United States and worldwide.