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(Solved) APU MKTG303 midterm exam 2016


t 1 of 1 -Question 1 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. The text discusses a number of generic marketing objectives that can be accomplished on the Internet. Explain the nature of each, and give a brief example of how an Internet marketer (real or hypothetical) might achieve each objective. or b. Chapter 1 discusses Sabre, OnStar and iTunes as information products that have achieved success in the Internet economy. Identify another product that is composed of information and that can be accessed over the Internet. Explain the nature of the product and the appeal it has to users. Part 1 of 1 -Question 2 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. In your own words, explain why the Internet is different from any other communications medium or transactions channel. Why do the differences matter to marketers? or b. In your own words, describe the concept of a value chain and give an example of the benefits that integrating value chains can confer on a business enterprise.Question 3 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. There are four basic benefits of transforming a business into an e-business with an integrated value chain. Explain the nature of each benefit and give an example of how a business has taken advantage of each. or b. Managing the supply chain is a complex process. Identify three specific supply chain management processes. Explain the nature of each process and why it is important to good supply chain management.Question 4 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. In your own words describe the functions of a business model and explain why the concept is important. or b. The value proposition is an important marketing concept. Explain the concept and give an example of how an Internet business creates value for customers.Question 5 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. What do you believe the future holds in the way of Internet business models? or b. There are numerous ways in which the use of customer data can make marketing programs more targeted and effective. Identify two specific ways in which this can take place and describe a marketing program, real or hypothetical, that provides a detailed example of how the specific type of program can work.Question 6 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. The most effective Internet marketing programs make use of the Four I's. Identify each of them, carefully explain what it means and why it is important, and give an example of each in action in an Internet marketing program. or b. The text suggests that, as marketers learn more about their customers, they can engage in programs of increasing complexity and effectiveness. Discuss this concept in detail.Question 7 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. Customer Lifetime Value is one of the most-discussed topics in marketing today. Explain what CLV means, the basic structure of a CLV calculation, and give one or more examples of how it can be used to improve marketing programs. or b. The text suggests that, as marketers learn more about their customers, they can engage in programs of increasing complexity and effectiveness. Discuss this concept in detail.Question 8 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. Data in the text implies that some products may lend themselves better to being purchased on the Internet than others. Discuss whether you believe this to be true and what might make a difference in ease of purchasing a product or service on the Internet. or b. Discuss, in your own words, the model of consumer behavior on the Internet, giving an example of how a consumer might behave while engaged in each step in the process.Question 9 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. Explain the ways in which product development research can make use of the special advantages of doing marketing research on the Net. or b. Marketers would like to advertise on sites like the social networks that students and young adults frequent. Discuss some of the positives and negatives of that kind of advertising.Question 10 of 105.0 PointsAnswer only ONE of these questions--please make sure to tell me which question you are answering in your answer: a. Internet marketers have learned that they can build and strengthen their brands using unique branding tools. Use a branded product or a website of your choice. Discuss what it does on a regular basis to strengthen brand awareness and brand image. What else might it be doing? or b. Explain the relationship between the concepts of ad serving, ad networks and targeting of Internet ads.

 


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