EXAM MIDTERM BUS 118 Electronic Marketing April 29, 2009 Format:
PART 1 MULTIPLE CHOICE. 31 questions, 2 points each, 62 points total PART 2 MATCHING. 2 questions, 4 points each, 8 points total PART 3 SHORT ANSWER. 5 questions (note: only your best 5 of 6 answers are counted), 6 points each, 30 points total
Topics that may be covered:
2Is 4Cs framework and user motivations; rational vs. experiential; subtypes of motivations Connect The Social Web connects people with each other. This means that consumers can satisfy each other's needs. Marketers can be replaced. Create Consumers actively create user-generated content in the Social Web. This content has tremendous value. Consume The Social Web is a consumption event in itself. People consume user generated content in the Social Web. It may be much more interesting than anything that a company has put on the Web. Control Consumers seek control of their online experiences. The Social Web allows consumers to be firmly in control. They are not members of an "audience" passively viewing content. Rational Vs. Experiential (Class 4, Slide 31) The 4C's framework can be subdivided by rational vs. experiential user motivations (Novak and Hoffman 2009): Rational - work, goal directed, instrumental, planned Experiential - play, non-directed, ritualized, impulsive
Connect Rational
Affinity Collaborate Social Capital
Consume
Create
Knowledge
Control
Achievement Influence Instrumental Self Augmentation
Information
Share
Experiential
Ambient intimacy Emotional Peer pressure Social interaction
Curiosity Entertainment Positive Experience Routinized Self expression Self understanding Self esteem Autonomy
Active vs. passive user contribution systems Atrapalo guest lecture Brand monitoring Communication models Company objectives for using social media and corresponding business functions Consumer generated media Daily routine Digital divide Evaluating social media applications (Groundswell "technology test") Flow, what it is, where it comes from, and its consequences Four Stages of marketing Google Insights for Search Groundswell technologies How the Internet is changing customer experience Internet indispensability, its causes and consequences Library and Internet sources for online research Marketing vs. Internet Marketing Presence/Telepresence Private communities Rational vs. experiential user motivations Role of control for the online user Semantic Web Social media Social networks and six degrees of separation Social networks and Groundswell marketing Social Technographics groups their characteristics and behaviors
Creators
Critics Collectors Joiners Spectators Inactives Social Web Technology laws The four laws of technology operate exponentially (" better, faster and cheaper" ): Moore's Law processing power doubles every 24 months Gilder's Law communications power doubles every 8 months Kryder's Law storage power doubles every 13 months Metcalfe's Law the value of a network is proportional to the square of the number of users Thinking styles (rational experiential) and and Web activities The Groundswell LISTENING. Ongoing monitoring of your customer's conversations with each other. Private communities as a sounding board Brand monitoring to monitor "buzz" TALKING. Participating in and stimulating two-way conversations customers have with each other. Social networks to spread the word Blogs for on-going communication and response monitoring ENERGIZING. Making it possible for your enthusiastic customers to help market to each other. Ratings and reviews to impact sales Brand ambassador program for lead users SUPPORTING. Enabling your customers to support each other. Support forms for customers to answer each other's questions Wikis lets customers work together to build solutions EMBRACING. Facilitating customers working with each other to come up with ideas to improve your products/services. Idea communities to nurture public product development
Private communities dedicated to idea generation Unique characteristics of the Internet (Slides 21, 22 Class 3) User Contribution Systems, active and passive User generated content Viral videos Web 1.0, 2.0, 3.0 Web 2.0 services/social media applications types and specific examples (multimedia, social networks, review sites, blogs, microblogs, tagging, etc.) Web traffic data
Sample questions. This questions illustrate the types of multiple choice and short answer
questions that may be included. The questions below don't necessarily indicate the topics and they are not intended to be a study guide see the topics list on the first page.
Muliple Choice
1. Which of the following stages of marketing is closest to Internet marketing? a. Selling b. Brand Management c. Customer Management d. Mass Production 2. Google's key defining strategic advantage is: a. Its specialized proprietary database b. Powerful search algorithms c. Revenue from the AdWords program d. Its incorporation in Web browsers 3. Which of the following least meets the Groundswell technology test for being "an open platform that invites partnerships?" a. Twitter b. Facebook c. Digg d. All of the above are equally open platforms 4. Which of the following demographic groups is most likely to use the Internet? a. 3049 years old
b. 65+ years old c. No High School Degree d. <$30,000 annual income 5. Which public source of Web traffic data provides demographic breakdowns (gender, age, race, income, education) of visitors to a Web site? a. Alexa b. Compete.com c. Nielsen BuzzMetrics d. Quantcast
Short Answer
1. Describe the difference between active and passive user contribution systems. What are the two types of active user contribution systems (also provide a specific example of both types)? What are the two types of passive user contribution systems (also provide a specific example of both types)? 2. Provide a specific concrete example of how each of the 4C's applies to Facebook. You should list four examples, one for each of the C's. 3. Provide an example in of experiential use of Amazon.com, and a separate example of rational use of Amazon.com.