Exam 19: Internet Marketing

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.By replacing cash registers with Web-enabled PCs,Men's Wearhouse implemented a new:

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.Longaberger would like to sell direct to consumers at its Web site.Since most of its customers are used to dealing with the sales force,the company is concerned that they will be uncomfortable,and maybe even suspicious,of dealing directly with the company in an online environment.What technology could Longaberger use to allay customer concerns about transaction data?

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.Jamie typed "Viking Kittens" into the Google search engine.Joel Veitch's site was not the first listing.That place was occupied by eBay advertising Viking memorabilia and was labeled a sponsored link.Veitch's site was not labeled a sponsored link.This means:

MGM Mirage,owner of nineteen casinos including the Bellagio,the Mirage,and the MGM Grand,recently launched the first on-line casino out of the Isle of Man.The new site rejects gamblers from dozens of countries,including the United States,where on-line gambling is illegal.This is an example of how are shaping Internet strategies:

Today you have received an email from a potential customer who is interested in your product.At the end of his email,he wrote,"I'm so glad I found your company,but I must say it wasn't easy.I had to go through several search pages and irrelevant links before I found you guys.But boy,am I glad I was persistent." You forward the email to the marketing department and Web master with a note including several ways that the company can optimize its search engine listings.Write the memo.

Pricing on the Web is consistent and inflexible.

Explain why is stickiness a better metric that number of hits.

Nationally branded products cannot be considered commodities in the same way grain and livestock are.

Whenever Jamie launches RealPlayer,a large screen for casino.com interrupts her download.If she clicks on it,marketers at the online casino can begin timing how long she stays at the site.What is Casino.com measuring?

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

A branded commodity is:

The online population is predominantly younger.

Stickiness refers to how long a Web surfer stays (is stuck)to your site.

Advanticum is a maker of hardware for wireless Internet communications.Recently,the company has seen its sales takeoff.After studying some demographic trends,managers at Advanticum have determined that the best opportunities for growth will be in .

Measuring hits is the best way to learn about your Web site traffic.

Which of the following statements about e-mail is true?

A manufacturer of agricultural chemicals believes several less developed countries would benefit from buying its products.It is determining whether it would be more efficient to set up a subsidiary in countries that it wants to target or whether it should try to reach these target markets through the Internet.How would you advise this manufacturer?

Companies pay fees for better placement in the results of search engine listings.

When Aaron went to a Web site specializing in Victorian architecture,he noticed a small placement for Amazon.com on the edge of the page.The text was about 1.5 inches-square,told him that he could find books on this topic at Amazon.com,and included a link directly to Amazon.The architecture site is most likely a(n) of Amazon.

According to Porter's Five Industry Forces,barriers of entry on the Internet .