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Exam next week

50 questions: 30 from lectures (60%); 10 from cases (20%); 10 from book (20%)

Bring your own scantron. Form No 882-E and a pencil.

Format: 40 MC questions; 10 short answer questions

Chapters 4, 5, 6, 8, 9, 10, 12: One to two questions from each. For a total of10 questions.

Ch. 4. – What is the experience hierarchy (functionality, intimacy, loyalty) (pp. 134-143)– Seven steps in creating customer experience (144-150) (description of target, case

scenarios, integration, desired experience, assess hierarchy, leverage, monitor and adjust

Ch. 5. What are the 7 C’s? Know definitions.– What are the dimensions of commerce? (Registration, Shopping Cart, Security, Credit Card,

one-click, configuration technology, order tracking, delivery options) – Dimensions of customization (Registration, cookies, content and layout, storage, agents)

Ch. 6. CRM (p. 208)The stages of relationship (awareness, exploration, commitment, dissolution) (212-222)Why the web is unique in creating customer relationships (interactivity, individualization)

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Ch. 8

Ch. 8.

Exhibit 8.2 (p. 278). Key Pricing StrategiesWhat are dynamic pricing strategies (various auction formats, exchanges)Two-part pricingBundling (pure bundling vs. mixed bundling)Three categories of price discrimination

Ch. 9 Database marketing, p. 344The 2 I’s: Interactivity, Individualization

Mass Offline Marketing LeversTV, Radio, Outdoor, Newspaper, Magazines, Yellow pages, Brochures, Pt-Of-Purchase displays

Personal OfflineMass Online - InterstitialsInternet Ad Terms (p. 355) – click-through, CPC, CPM, hit, visits, unique usersPersonal OnlineCommunication Process (p. 361)What are communication objectives? (awareness, sales)Reach, frequency, p. 370Viral marketing, p. 362.Affiliate marketing programs, p. 371

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Ch. 10Community CharacteristicsTen Criteria that define successful community, p. 393Three Types of Shared Interests, p. 401Types of Successful Communities, p. 418

Ch. 12

What is brand equity, p. 495-496

Strength of association, p. 497

Valence, uniqueness, p. 498

Firm and consumer benefits, p. 498

Seven (ten) Step Branding Process, p. 509-515

Key brand attributes (relevant, distinct, consistent, memorable)

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Clues for short answer questions

For the short answer questions (10 questions– 2 points each):

1. For each case, make sure you can write two sentences about the revenue model for that firm. Also, make sure you can write two sentences about why or why not the revenue model is sustainable. Memorize your answers.

2. There will be a question about personalization. Make sure you understand the “personalization backlash.” How does it relate to the risks of personalization described in the Broadvision case?

3. Understand the relationship between search and price competition. Will increased search erode profitability? Have two reasons.

4. Communication tools5. Transactional vs. relational exchange6. Know your own group project. (B2B partners, competitors, revenue models, estimation assumptions and technique)

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The Four Categories of Communications

CustomizedCustomized

Traditional Mass Marketing Traditional Mass Marketing Public relations Sales promotion Television Radio Magazines Newspapers Billboards

Public relations Sales promotion Television Radio Magazines Newspapers Billboards

PersonalizedPersonalized

Permission Marketing—freebiesPersonalized Recommendations

(rule-based, collaborative filtering)Personalized AdvertisementsPersonalized Web PagesPersonalized E-commerce (e-stores)

Permission Marketing—freebiesPersonalized Recommendations

(rule-based, collaborative filtering)Personalized AdvertisementsPersonalized Web PagesPersonalized E-commerce (e-stores)

General ApproachesGeneral Approaches Web sites Banner Ads Search engines and shopbots Interstitials E-Mail (junk) Viral Marketing (Hotmail, NYTimes) Portal Sponsorship/Exclusive Agreements Associate/Affiliate Programs (directing to) On-line and Off-line Partnership: Full range Provide Information to Entice Customers Leverage Customer Base – reputation and trust

Web sites Banner Ads Search engines and shopbots Interstitials E-Mail (junk) Viral Marketing (Hotmail, NYTimes) Portal Sponsorship/Exclusive Agreements Associate/Affiliate Programs (directing to) On-line and Off-line Partnership: Full range Provide Information to Entice Customers Leverage Customer Base – reputation and trust

Personal sellingDirect Marketing

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Questions from Cases

1. All cases: Know the revenue model, viability2. All cases, go over the case questions in the lecture notes

Porter The Five Forces, The Myth of the First Mover

Leveraging Internet Technologies in B2B relationships Study table 1 (p. 236). Know all the definitions in that table and mostly the difference between relational and transactional exchange.

When would reverse auctions be beneficial?Broadvision

Rule-based and collaborative filtering. Benefits of personalization. Personalization backlash and personalization challenges. How to overcome?

AmazonModels: Pure online book retailer, supply0side cross category dominance, marketplace initiative, auctions, zShops, single-store vision,

technology vendor, other extensions?Read article

Ebay– What is the biggest challenge (fraud). How to combat fraud? What is meant by proactive? What are advantages and disadvantages of being proactive. Read articles. Streamline

– What was their target demographic? What were their advantages? Why did they fail? What were our conclusions about the future of online groceries? Why? What is the direct (Fresh Direct) model? What is the Peapod model? Read handouts on Peapod and Fresh Direct.

Monster What are the way Monster is trying to expand?

Red HatWhat are the competitive advantages of red hat vs. competitors?What are the challenges of selling open source?– Open Source Development

Bleeding edge kernel Code freezes Development hierarchy