16 what is deep linking and why is it a trademark

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16. What is deep linking and why is it a trademark issue? Compare it to framing—how is it similar and different? 17. What are some of the tactics businesses that are illegal in the United States use to operate outside the law on the Internet? 18. Why can’t pornographic sites simply be banned in the United States? Why has the Supreme Court struck down legislation intended to protect children from pornography? 19. What is the “right to be forgotten”? What are some of the risks and benefits of establishing this right? 20. What is the doctrine of “fair use”? Why did the courts decide that Google’s scanning of copyrighted books was a “fair use”?
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9. Online Retail and Services 1. Why were so many entrepreneurs drawn to start businesses in the online retail sector initially? 2. What frequently makes the difference between profitable and unprofitable online businesses today? EC13_CH09.indd 644 11/22/2016 4:02:04 PM Review 645 3. Which segment of the offline retail business is most like online retailing? Why? 4. Describe the technological retail revolution that preceded the growth of e-commerce. What were some of the innovations that made later online retailing possible? 5. Name two assumptions e-commerce analysts made early on about consumers and their buying behavior that turned out to be false. 6. Explain the distinction between disintermediation and hypermediation as it relates to online retailing. 7. Compare and contrast virtual merchants and bricks-and-clicks firms. What other type of online retailer is most like the virtual merchant? 8. What is the difference between a supply-push and a demand-pull sales model? Why do most manufacturer-direct firms have difficulty switching from the former to the latter? 9. What are five strategic issues specifically related to a firm’s capabilities? How are they different from industry-related strategic issues? 10. Which is a better measure of a firm’s financial health: revenues, gross margin, or net margin? Why? 11. What are some of the difficulties in providing services in an online environment? What factors differentiate the services sector from the retail sector, for example? 12. Compare and contrast the two major types of online services industries. What two major features differentiate services from other industries? 13. What is the biggest deterrent to growth of the online insurance industry nationally? 14. Define channel conflict and explain how it applies to the retail industry. 15. What is the most common use of real estate websites? What do most consumers do when they go to them? 16. How have travel services suppliers benefited from consumer use of travel websites? 17. Name and describe five traditional recruitment tools companies have used to identify and attract employees. What are the disadvantages of such tools compared to online career sites? 18. In addition to matching job applicants with available positions, what larger function do online job sites fill? Explain how such sites can affect salaries and going rates. 19. Describe the business model of on-demand service companies. 20. Why are on-demand service companies viewed as being disruptive and controversial?
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  • Spring '18
  • traver laudon
  • Marketing, marketing tools, social marketing campaign, E-Commerce Business Models, mobile web app, local marketing

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