Exam 19: Internet Marketing

August Moon is a talent agency that specializes in providing entertainers for college campuses in the Northeast.When Bradley visited the August Moon Web site,he found a list of all of the entertainers that are represented by the agency,a brief bio of each entertainer,and a history of the talent agency.The next time Bradley visited the August Moon site,he was welcomed back and shown a list of currently running shows starring performers he had clicked on during his previous visit.To maximize its customer relationship marketing efforts,August Moon's Web site uses .

Marlo has launched an on-line dictionary for elementary school children,but she has yet to establish a promotional campaign for the site.Tools that she could use effectively include all of the following EXCEPT:

The most common demographic profile of the U.S.Internet user is:

Porter's Five Industry Forces do not really apply in the Internet space; they are better applied to traditional operations.

An affiliate program is a goodwill relationship where one company agrees to put a link to another Web site on its own corporate Web site for free.

Jeremy is planning on launching a Web site to sell in-home medical supplies for the elderly.He thinks his target market is generally uncertain about the Internet and using it to transact business.He should consider using the services of Scan Alert or VeriSign to allay customer concerns.

The two types of e-mail marketing are:

SCENARIOS Longaberger Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the Web site. -Refer to Men's Wearhouse.Salespeople at Men's Wearhouse can now offer shoppers merchandise that is not on the floor,or even in that particular store,through the company's Web site.The integration of conventional and Internet marketing has been a strategy focused on:

SCENARIOS Longaberger Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the Web site. -Refer to Viking Kittens.Viking Kittens is based in the United Kingdom where people have Internet access.

Abby sells customized make-up in flashy,unconventional colors.Her target market is Generation Y.In order to find out more about her customers' experience with their products,Abby should consider using:

SCENARIOS Longaberger Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the Web site. -Refer to Men's Wearhouse.The new Web-based cash registers at the Men's Wearhouse give the company the opportunity to:

Broadcast e-mail:

The technology that makes customized Web pages possible is .

A shopping bot is an electronic piece of information written to the user's local hard drive.It is keyed to a specific server and passed back to the server when the user's browser again accesses the server.

Abby sells customized make-up in flashy,unconventional colors.Her target market is Generation Y.When someone types "makeup" into the Google search engine,Abby's site is near the bottom of the list.In order to maximize her search engine placement,Abby can:

The result of the dot-com bubble was a .

Kyra is shopping for a kitchen faucet.She surfs the Internet doing research on available styles,manufacturers,and prices.When she finds the faucet she wants,she prints out the pricing information at Faucet.com (the lowest-priced Internet retailer)and takes it to her local plumbing store.She tells the manager that if she can get the same price at the store,she will buy locally rather than over the Internet.This is an example of crossing between online and offline environments.

SCENARIOS Longaberger Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the Web site. -Refer to Viking Kittens.Joel Veitch wants to track visitors to the site.If he knows more about them,he can have the Web site load their favorite animation as soon as they arrive at rathergood.com.To do this,Joel would need to use .

Stickiness measures how often someone comes to your site,how long he or she stays,and how many different people are coming (and staying).

SCENARIOS Longaberger Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the Web site. -Refer to Longaberger.If the Longaberger Company wants to know how many people visit its site how often and how long they stay each time,the company would be examining its: