SECOND PARTIAL EXAM
FRIDAY, NOVEMBER 12TH 2010
8AM – 12:30PM
REVIEW TOPICS (Chapters 3 & 4)
Don’t forget: Read “Learning from failures Walmart.com” case from chapter 3
· What are revenue models?
· Catalog revenue model
· web catalog revenue model
· List the types of businesses using the Web catalog revenue model
· What’s the problem with luxury items?
· personal shopper agent
· problem with clothing retailers
· Initial problems with traditional discount retailers
· What is the Digital Content Revenue Model
· What is advertising-supported revenue model?
· What is the model used by major US broadcasters?
· What is the problem with web advertising (reasons for the slow success)?
· problems with demographic information
· List types of web sites using advertising-supported revenue models
· what is a portal or web portal?
· targeted classified advertising
· what is the advertising-subscription mixed revenue model?
· offer 2 examples of companies using this model
· what is fee-for-transaction revenue model?
· give 5 examples of companies using this model
· what is fee-for-service revenue model?
· list 2 examples of companies using this model
· what is cannibalization?
· what is an strategic alliance?
· creating an effective web presence
· Identify the 7 web business site objectives
· key goal/element for web sites of non-for-profit organization
· what is web site usability
· identify the 7 motivations of web site visitors
· identify ways to make a web site accessible
· goals that should be met when constructing web sites
· trust and loyalty issues
· guidelines for customer-centric web sites
· Product-based vs. customer-based marketing strategies
· study figure 4-4
· define segments, micromarketing
· geographic, demographic, and psychographic segmentation
· one-to-one marketing
· behavioral segmentation, occasion segmentation, usage-based segmentation
· Traditional set of categories of visitors based on behavior
· Know the 5 stages of customer loyalty in correct order.
· acquisition cost vs. conversion cost
· what is a banner ad? know different types of banner ads
· banner exchange network
· text ads
· inline text ad
· interstitial ad
· what is the problem with online ad cost & effectiveness?
· what is CPM?
· metrics used for online ad cost
· why is so difficult to measure online ad effectiveness?
· cost of email message
· conversion rate of email
· opt-in email
· emotional branding vs. rational branding
· viral marketing strategies
· Identify the 3 elements or parts of a search engine
· reason for companies buying additional domain names
· Domain name parking