17 why is bitcoin so controversial 18 what is nfc and

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17. Why is Bitcoin so controversial? 18. What is NFC and how does it work? 19. Discuss why EBPP systems are becoming increasingly popular. 20. How are the main types of EBPP systems both alike and different from each other?
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6.E-commerce Marketing and Advertising Concepts 1. Is growth of the Internet, in terms of users, expected to continue indefinitely? What, if anything, will cause it to slow? 2. Other than search engines, what are some of the most popular uses of the Internet? 3. Would you say that the Internet fosters or impedes social activity? Explain your position. 4. Research has shown that many consumers use the Internet to investigate purchases before actually buying, which is often done in a physical storefront. What implication does this have for online merchants? What can they do to entice more online buying, rather than pure research? 5. What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience? 6. Why have advertising networks become controversial? What, if anything, can be done to overcome any resistance to this technique? 7. What is a marketing automation system and how is it used? 8. List the differences among databases, data warehouses, and data mining. 9. Name some of the drawbacks to the data mining techniques used in Internet marketing. 10. What pricing strategy turned out to be deadly for many e-commerce ventures during the early days of e-commerce? Why? 11. Is price discrimination different from versioning? If so, how? 12. What are some of the reasons that freebies, such as free Internet service and giveaways, don’t work to generate sales at a website? 13. Explain how versioning works. How is this different from dynamic pricing? 14. Why do companies that bundle products and services have an advantage over those that don’t or can’t offer this option? 15. What are some reasons why online advertising still constitutes only about 37% of the total advertising market? 16. What are some of the advantages of direct e-mail marketing? EC13_CH06.indd 417 11/21/2016 4:50:00 PM 418 CHAPTER 6 E-commerce Marketing and Advertising Concepts 17. Why is offline advertising still important? 18. What is the difference between hits and page views? Why are these not the best measurements of web traffic? Which is the preferred metric for traffic counts? 19. Define CTR, CPM, CPC, CPA, and VTR. 20. What are web analytics and how are they used?
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7. Social, Mobile, and Local Marketing 1. Describe the two factors that make social, local, and mobile marketing different from traditional online marketing. 2. Why are social, mobile, and local marketing efforts interconnected? 3. Why is the connection between social, mobile, and local marketing important to marketers? 4. What are the objectives of social marketing? 5. What are the major social network sites? 6. What are the five elements of the social marketing process?
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