3300 Exam 2 SG

stages of online purchasing process

awareness in bound, engagement, interaction, purchase. post-purchase service & loyalty

utility

better prices, convenience, speed

how is data transferred over the internet

broken down into packages and routers are used to route the traffic of packages

activities for social media

conversation, engagement, sharing, advice

the primary way a web site is able to personalize the content presented to a visitor through the use of

cookies

logical design

describes the flow of information at your e-commerce site, the processing functions that must be performed, the data that will be used

management challenges specific to building an e-commerce presence

developing a clear understanding of your business objectives; knowing how to choose the right technology to achieve those objectives

activities for offline media

education, exposure, branding

social marketing - engagement

encourage visitors to interact with your band

social marketing - amplification

encouraging visitors to share their likes and comments with friends

purchase

enter cart page, register, purchase, abandon

web site functions to

establish brand identity and customer expectations, anchor the brand online, inform and educate customers, shape customer experience

apache web server software works with only with apple operating systems

false

the annual maintenance cost for a website is typically much lower than its development cost

false

the transport layer is not required in intranets

false

using prebuilt templates is typically now of the most expensive choices when building an e-commerce site

false

steps in social marketing process

fan acquisition, engagement, amplification, community, brand strength (sales

internet

interconnected network of thousands of networks and host computers

network that uses the IP addressing scheme, supports TCP and makes services available to users

internet

different between internet and intranet

internet is an open, public space while intranet is designed to be a private space. intranet may be accessible from the internet but it protected by passwords and only available to authorized users

what is cross-platform attribution and why is it difficult?

involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase there is increasing recognition that first-click and last-click models that focus on either the first or last marketing channel or advertising format that a consumer engages with prior to a purchase, are not sufficient. is difficult because there is a lengthy path from simple online ad impressions, Web site visits, and page views to the purchase of a product

social marketing - fan acquisition

involves using any of a variety of means, from display ads to news feed and page pop ups to attract people to page

PHP

is a scripting language embedded in HTML documents but executed by the server, providing server-side execution with the simplicity of HTML editing

middlewear services layer

is the glue that ties the applications to communications networks and includes security, authentication, addresses, and storage repositories

delays in messages caused by the uneven flow of information packets through the network

latency

applications layer

layer of internet that contains client applications such as the world wide web, email, audio or video playback

transport services and representation standards

layer of internet that houses the TCP/IP protocol

network technology substrate

layer of the internet technology that is composed of telecommunications networks and protocols

also includes a descrition of the security and emergency backup procedures that will be instituted, and the controls that will be used in the system

logical design

Facebook expands local offerings of deals by local firms, display ads using News Feed. Discount offers from a Gap store when claimed are broadcast to friends.

mobile-location social network marketing

in general online marketing is more expensive on CPM basis, but

more efficient in producing sales

trust

most important factor - perception of credibility, ease of use, perceived risk

layers in the hourglass model of the internet

network technology, transport service and representation standards, middleware services, applications

activities for e-mail

newsletters, updates, sales

display, search, mobile, messages, sponsorships, classifieds, lead generation, e-mail

online advertising basics

explain the main functionalities included in e-commerce merchant server software

online catalog, order taking capabilities using an online shopping cart, and online credit card processing

slicing digital message into discrete units (packets of bits), sending the packets along different communication paths as they become available, then reassembling the packets once they arrive at their destination

packet switching

engagement, search

page views, curation, content views

mobile [device] marketing features

personal communicator and organizer, screen size and resolution, GPS location, web, apps, personal, multimedia capable

interaction

posts, likes, pins & tweets, comments

transmission on control protocol (TCP)

protocol that establishes the connections among sending and receiving web computers and handles the assembly of packets at the point of transmission, and their reassembly at the receiving end

internet protocol (IP)

protocol that provides the internets addressing scheme and is responsible for the actual delivery of packets

post-purchase, service, loyalty

repeat customers, social site buzz, service requests

fastest growing form of advertising is

rich advertising

social marketing - brand strength

sales

online communications that support the evaluation of alternative stage of the consumer decision process

search engines, online catalogs, social networks

activities for web site/app

search, display, affiliates, sponsorships

protocol

set of rules and standards for data transfer

type of dynamic pricing used b uber

surge pricing

systems development life cycle

system analysis/planning, systems design, building the system, testing, implementation

which online communication does not support the evaluation of alternative stage of decision process

targeted banner ads

difference between internet and web

the internet is the globe-spanning network of computers, wires, satellites, and other pieces of hardware and software used to create a central point of date connectivity. Web is the most popular use of the internet; it is a system of presenting and processing data and information using multimedia interface to resources available on the internet.

viral marketing

the process of getting customers to pass along a company's marketing message to friends, family, and colleagues

physical design

translate the logical design into physical components

80% of US smartphone users use mobile devices to search for local products/services

true

all internet applications can be used in private intranets

true

almost 75% (90 mil) US households have broadband internet access in 2014

true

consumers shop online primarily for convenience

true

consumers skills (lack of) with online shopping can impede shoppers use of online channels

true

growth rate of online consumers has slowed

true

intensity and scope of use both increasing for online consumers

true

mobile users more active, ready to purchase than desktop users

true

prior to the development of e-commerce, Web sites primarily delivered static HTML pages

true

scaling hardware vertically and horizontally help right-size a web site's hardware platform

true

sellers can develop trust by building reputations for honesty, fairness, delivery

true

some demographic groups have much higher percentages of online usage than others

true

the intranet has a TCP/IP network located within a single organization for communications and processing

true

the intranet is used by private and government organizations for internal networks

true

the web is one go many uses for the internet

true

the web server software does not have significant impact on how a website's web pages look on a user's computer

true

to improve the processing architecture of a Web site one can separate static content from dynamic content, optimize ASP code, and optimize the database schema

true

when developing an e-commerce presence, it is important to understand that the business must drive technology decisions, not the reverse

true

awareness, need recognition

unique visitors

two most important factors shaping decisions to purchase online

utility and trust

it is the best place to establish a relationship with your customer base

web site

types of e-commerce that is best suited for providing product information to customers

website/app, social media, e-mail, offline media

benchmarking

a process in which the site is compared with those of competitors in terms of response speed, quality of layout and design

social marketing - community

a stable group of fans that communicate with one another over your brand

conversion rate

% of visitors who purchase something

advantages to online advertising

18-34 audience is online, ad targeting, price discrimination, personalization