HTM 377 USM - Exam One
11.2.5 - What are the six strategies to consider in Mobile-Optimization? (name one)
5. Make your mobile site social-ready.
13.2.3 - Please explain what is Aesthetics.
Attractiveness of the website, including the graphics, colors, animation and style of print.
4.1 - What are some *DIRECT* channels that hotels can use to sell guestrooms? (Please list at least three direct channels.)
-Hotel's website (i.e. Brand Website) -Company's own social media -Direct email to the hotel -Direct phone call to the hotel
What benefits do hoteliers have by using different channels to sell guestrooms? (Please provide at least two benefits)
-It provides 24 hours a day, 7 days a week, and 365 days a year access for online customers (i.e., convenience.) -It improves the image of the company, and has a chance to customize products and services, and further access the global markets. -It also allows hotels to reach more customers, which eventually increases the traffic to the hotel (e.g., maximize the profits.) -It provides global market access.
What are some advantages of conducting business online? (3/6)
-Lower cost to running the business. -Can offer products of greater quality at a lower price. -Online business are "open" around the clock.
What are some advantages of conducting business online? (6/6)
-Online catalogs can be updated quicker / more fluid pricing. (Great for airlines/hotels.) -Allows smaller companies to compete with larger companies. -Allows smaller companies to reach customers globally.
What are differences between SEO and Paid Advertising? (Please explain at least two differences)
-The first difference is that no money is required for SEO, while the company must pay for Paid Advertising. -Via Paid Advertising, it is easy to track your return on investment (ROI) because you are paying to measure you platform. -In general, SEO takes more effort to run, and the results take longer to achieve, whereas with Paid Advertising, results are seen much more quickly. -Albeit it may take longer for a company to find itself in the top search results with SEO, rankings are typically much easier to maintain than with paid advertising. -The company utilizing paid advertising is only in the top results as long as they can afford to pay the premium for that spot. Once the company can't afford that amount, they will likely lose its ranking in the Search Engine Results Pages (SERPs).
What are some *INDIRECT* channels that hotels can use to sell guestrooms? (Please list at least three indirect channels, respectively.)
-Travel sites (Expedia, Travelocity, etc. ) -Opaque sites (Priceline, Hotwire, etc.) -Traditional travel agent through Global Distribution Channel -Traditional Wholesaler
10.3 - What is Affiliate Marketing?
...is a program by which a hotel or brand can extend its reach to attract potential guests through partnerships (or through a network) offering complementary or non-competing services. Revenue sharing and commission models are typical in the hospitality sector.
10.4 - What is Email Marketing?
...is an integral part of the company's direct online channel strategy and marketing mix and is crucial to digital customer relationship management (e-CRM). More specifically, it is the use of email to develop (or establish) relationships with potential (or new) customers, as well as to maintain relationships with past customers in order to enhance the company's bottom line.
10.2 - What is Display Advertising?
...is one of the most commonly used forms of paid advertising, but adds the additional element of visual components, such as photos, images, logos, animation, or videos in order to convey its messages to target customers. The delivery of display advertising is accomplished via the use of an ad server, which allows an advertiser or agency to centrally manage the setup, trafficking, and reporting of their ad campaigns.
10.1 - What is Paid Advertising?
...is part of the promotion of websites in Search Engine Results Pages through advertising and bidding on keywords for paid placement. It is something referred to as Pay-per-click because you need to pay for the views you get on your website. Paid advertising requires keyword research, campaign parameters, ad copy, and headlines to drive views to your website. Additionally, Paid Advertising also includes Search Engine Marketing and Display Advertising.
11.2.1 - What are the six strategies to consider in Mobile-Optimization? (name one)
1. Think about interface and screen size.
11.2.2 - What are the six strategies to consider in Mobile-Optimization? (name one)
2. Add eye-pleasing visuals.
11.2.3 - What are the six strategies to consider in Mobile-Optimization? (name one)
3. Make booking easy.
11.2.4 - What are the six strategies to consider in Mobile-Optimization? (name one)
4. Take advantage of the platform.
11.2.6 - What are the six strategies to consider in Mobile-Optimization? (name one)
6. Display redeemable special offers.
Please explain what is E-Service Quality? Or what is the definition of E-Service Quality?
A common definition is "the extent to which a web site facilitates efficient and effective shopping, purchasing, and delivery of products and services." In other words, e-SQ is the way a company or website meets the customer's expectations in shopping, purchasing, and delivery of products and services. e-SQ occurs before, during, and after the transactions.
2.3 How does online retailers' distribution channel differ from traditional retailers? (Please explain one difference)
Allows a business to keep track of customers' orders, type of products they purchase so they can use email marketing in a more targeted way to establish better customer service/relationships versus traditional retailers.
What is Online Marketing Plan?
An (OMP) is a document that sets out the goals and strategies of the company in the digital environment. When creating the OMP, the target market must be identified, that is, the audience that the product is being direct toward must be clear. Secondly, when creating an OMP, the platforms that will be utilized must be defined. The best platforms to use are dependent upon the target market that the product is being marketed to. OMPs use the 4s methodology in order to be most effective in reaching a target market.
13.2.2 - Please explain what is Functionality.
Consistency of design and navigation and its smoothness of customer's interactions.
Please Explain one of the common criteria in evaluating different websites. (EASE OF USE/NAVIGATION)
Consumers place importance on a website that flows.
Please Explain one of the common criteria in evaluating different websites. (SECURITY)
Consumers want to know that their personal and financial information remains confidential.
Please Explain one of the common criteria in evaluating different websites. (QUALITY OF INFORMATION)
Consumers want to know they are getting the information that they need.
Please Explain one of the common criteria in evaluating different websites. (RESPONSIVENESS)
Consumers want to receive proper feedback when necessary.
2.2 How does online retailers' distribution channel differ from traditional retailers? (Please explain one difference)
Cuts out the middle man by buying directly from the grower or manufacturer.
Please explain the 4s Methodology. (SCOPE)
Define the main strategy that will define the presence of your company on the web.
Please explain the 4s Methodology. (SYSTEM)
Define the technical aspects of the website.
Please explain the 4s Methodology. (SITE)
Define what your website should look like. (It must be a fully customer-oriented website.)
13.2.1 - Please explain what is Navigation.
Ease of navigation involves having functions that help customers find what they need without difficulty and possessing a good search engine.
2.1 How does online retailers' distribution channel differ from traditional retailers? (Please explain one difference)
How the business interacts with customers (Traditional is Face-to-Face VS Online is through email or chat boxes.)
Please explain the 4s Methodology. (SYNERGY)
Integrate the offline and online strategies of your company.
Please explain what is "Search Query"?
It is a word or phrase that a customer types into the search box of a search engine.
Please explain what is "Keyword"?
It is the word or phrase that a company chooses to bid on in paid search.
13.2.4 - Please explain what is Security.
Related to customer's feeling safe and trusting of the website.
Please list at least four common criteria in evaluating different websites?
Security Ease of Use / Navigation Quality of Information Responsiveness
13.1 - Please explain what is Interactivity, which is one of the dimensions (or factors) to evaluate e-service quality of websites?
The extent to which web site users can communicate with the people behind the web site, interactively search for information and conduct transactions through the web site.
11.1 - What is Mobile-Optimization?
The process of ensuring that customers who visit your website from mobile devices have an experience optimized for the device. A mobile website that is optimized also takes advantage of the device attributes and utilizes features like pinch, zoom, portrait/landscape, swiping, etc.
What is Search Engine Optimization (SEO)?
The process of improving website visibility in unpaid web search engine results, also called organic (or natural) results. The higher a website appears in search results, the more visitors it will receive. In short, the closer to the top of a search page that a website appears, the better. It is a challenge to obtain this position, however, once it is achieved, it is easier to hold the position than if it was obtained through paid advertising. Because of its organic nature, SEO also takes more time/effort to run, and the results take longer to achieve, typically several months.
Do people use the same criteria in evaluating different websites? Why or why not?
Yes. However, certain demographics such as age play a role in the selection of criteria. This demographic also has an effect on the importance placed on the criteria used to evaluate websites.
