Page 241 - Electronic Commerce

Chapter 4

search engine optimization technology-enabled customer relationship
search engine placement management
search engine placement brokers technology-enabled relationship management
search engine positioning text ad
search engine ranking touchpoint consistency
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search term sponsorship touchpoints
search utility trial visit
segments trigger words
shopping cart universal ad package (UAP)
site sponsorships unsolicited commercial e-mail (UCE)
skyscraper ad URL brokers
social media usage-based market segmentation
spam viral marketing
spider visit
sponsorship Web log
statistical modeling

Review Questions

1. Briefly define the term marketing mix and distinguish it from the term marketing strategy.
2. In one or two paragraphs, explain how the Internet helps marketers deal with the issue of
“place.”
3. Many organizations find it difficult to incorporate a customer-based marketing strategy into
their Web site designs. In about 100 words, explain why this is a challenge and outline
things an organization can do to overcome these difficulties.
4. In one or two paragraphs, list and briefly explain three different factors that should be
considered in defining the “product” element of a marketing strategy.
5. In about 100 words, explain how the level of complexity of a product can affect a company’s
choice of communication modes it might use to disseminate information about that product.
6. In about 200 words, explain how the achieved trust level of a company’s communications
using social media compare with similar communication efforts conducted using mass
media and personal contact.
7. In about 100 words, briefly describe micromarketing and explain what weakness it shares
with mass media advertising.
8. In a paragraph or two, define psychographic segmentation and explain how it differs from
demographic segmentation.
9. In about 100 words, explain what touchpoints are and why touchpoint consistency is
important, especially for companies that use multiple channels (online, retail stores, mailed
catalogs) to reach their customers.

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