Unformatted text preview: MIDTERM EXAM 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 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 Social Web Technology laws Thinking styles (rational and experiential) and Web activities The Groundswell Unique characteristics of the Internet 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 1 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 2 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. 3 ...
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- Fall '08
- World Wide Web, User-generated content, user contribution systems, passive user contribution