Review for final exam- Phương

Quizz: Chapter 1,2,4,6,7,12

Short answer essays:

1. Define the systems development life cycle and discuss the various steps
involved in creating an e-commerce site, give example according to your
group e-commerce project.
2. Identify and describe the business model element that specifies how the
company’s product will fulfill the needs of its customers. Give example.
3. What are five steps in the social marketing process? Give example.
4. What are some methods for achieving personalization and customization in
a website? Give example.
5. What are some of the advantages of direct e-mail marketing?
6. What are some of the unique features of e-commerce technology? Give
example.
7. What are some of the ways a digital firm can pursue a differentiation
strategy? Give example.

8. What are the main factors to consider when developing an e-commerce

presence? Give example according to your group e-commerce project.
9. What are the primary marketing functions of a website?
10.What are three strategic questions that online marketing managers need to
address?
11.What does omni-channel mean in terms of e-commerce presence? Give
example.

12.What elements do you need to address when developing a vision for an e-

commerce presence? Give example according to your group e-commerce
project.
13.What is SWOT analysis? Give example.
14.Why is e-mail marketing still useful?
15.Why is the mobile platform not just a hardware phenomenon? Give
example.

Case study
1. Elemica: Cooperation, Collaboration, and Community
2. ExchangeHunterJumper.com: Building an International Brand with Social
Marketing
3. Programmatic Advertising: Real-Time Marketing
4. Puma Goes Omni
5. Skyscanner: The One-Stop Travel Platform
6. Weathering the Storm: Twitter Tweaks Its Business Model
MULTIPLE CHOICE QUESTION
 SHORT ANSWER ESSAY

1. Define the systems development life cycle and discuss the various steps involved in
creating an e-commerce site, give example according to your group e-commerce
project.
Definition: The systems development life cycle (SDLC) is a methodology for understanding the
business objectives of any system and designing an appropriate solution. Adopting a life cycle
methodology does not guarantee success, but it is far better than having no plan at all. The SDLC
method also helps in creating documents that communicate objectives, important milestones, and
the uses of resources to management.
- The five major steps involved in the systems development life cycle:
 Systems analysis/planning
 Systems design
 Building the system
 Testing
 Implementation and maintenance
Various steps involved in creating an e-commerce site:
1.1 Create a plan: This plan should include the resources you will need, including both tech
resources and human personnel, and your overall investment. Imagine your e-commerce site
(what’s the idea, where is the money, who and where is the target audience,
CHARACTERIZE THE MARKETPLACE, WHERE’S THE CONTENT COMING
FROM?)
1.2. Building Ecommerce Platform
Building an e-commerce: The two most important management challenges are
 Developing a clear understanding of your business objectives and build a plan for
developing your firm’s presence (such as cost, capability, and constraints).
 Knowing how to choose the right technology to achieve those objectives. We need to
understand some of the basic elements of e-commerce infrastructure. We need to
 make the key decisions about business objectives and strategy, technology, design,
and social and information policies.
1.3. Create an Ongoing Budget
Create a budget specifically for ecommerce. Here are some costs we will want to track such
as: platform, security and hosting costs, design and development costs, payment provider
fees, integrations and third-party apps.
1.4 Systems Analysis/Planning: Identify Business Objectives, System
1.5 Functionality and Information Requirements
1.6 System Design: Hardware and Software Platforms
1.7 Building the System: In-house Versus Outsourcing
1.8 Build Your Own versus Outsourcing
1.9 Host Your Own versus Outsourcing
1.11 Testing the System
1.11 Implementation, Maintenance, and Optimization
1.12 Choosing software: The following are some of the key factors to consider:
 Functionality, including availability on a SaaS basis
 Support for different business models, including m-commerce
 Business process modeling tools
 Visual site management tools and reporting
 Performance and scalability
 Connectivity to existing business systems
 Compliance with standards
 Global and multicultural capability
 Local sales tax and shipping rules
For example:

2. Identify and describe the business model element that specifies how the company’s
product will fulfill the needs of its customers. Give example
A business model is the conceptual structure supporting the viability of a business, including its
purpose, its goals and its ongoing plans for achieving them. At its simplest, a business model is a
specification describing how an organization fulfills its purpose, the business model of a
company is described in a business plan. The competitive environment is always taken into
account in business plans. A key goal of an e-commerce business model is to utilize and
capitalize on the distinctive benefits of the Internet, the Web, and mobile platforms.
The business model element that specifies how the company's product will fulfill the needs of its
customers are:
 Value proposition:
Value Proposition, also known as a value statement, is a promise and commitment about
business benefits and benefits when using products and services that businesses offer. Based
on that, users can put their trust and choose to buy products and services of businesses
suitable for each different market segment. The value proposition of a corporation sits at the
core of its business model. A value proposition outlines how a business's goods or services
meet consumers' needs (Kambil, Ginsberg, and Bloch, 1998). Understanding why customers
will choose to do business with the firm instead of another company and what the firm
delivers that other firms do not and cannot help you establish and/or analyze a firm's value
proposition.
 Revenue model:
The revenue model is a way for a business to generate revenue, generate profits, and a
greater return on invested capital. A revenue model is considered a strategy for managing a
business's revenue streams and the resources needed for each of those revenue streams.
The function of business organizations is to generate profits and generate returns on invested
capital that exceed alternative investments. In the advertising revenue model, a company that
provides content, services, and/or products also provides a forum for advertising and receives
a fee from advertisers.
Companies that are able to attract the largest audience or have a specialized, differentiated
audience and can maintain user attention may charge higher advertising rates.
 Market Opportunity:
A market opportunity is a company's forecast of the market share of a particular product or
service. The market opportunity could be now, or in the next few years and possibly beyond.
At a minimum, businesses need to identify their revenue opportunities in that market. The
actual market opportunity is determined by the revenue potential in each niche you hope to
compete in.
 Competitive Environment:
A firm's competitive environment deals to the other companies selling similar products and
operating in the same market space. It also refers to the presence of substitute products and
potential new entrants to the market, as well as the power of customers and suppliers over
your business.
For example, Coca-Cola and Pepsi sell the same type of carbonated water product and
they are each other's biggest competitors, but there may also be other competitors such
as Fanta, 7-up or other drinks.
Companies that operate in different industries but yet engage in indirect competition because
their products can be substituted for one another are known as indirect competitors.
Examples include dairy companies and carbonated soft drink companies. They are not
direct rivals but still influence each other.
 Competitive advantage:
Competitive advantage includes factors such as cost structure, brand, product service quality,
distribution network, intellectual property and customer service. Competitive advantage
creates greater value for a company and its shareholders. The more sustainable the
competitive advantage, the harder it is for the opponent to neutralize the advantage.
For example, Coca-Cola has irreplaceable competitive advantages such as: Unique
Packaging- The design of Coke's bottle is inspired by the cocoa sheath, making it resembling
with the drink's flavor, The Image of “Storyteller”- Each promotional campaign of this brand
comes with engaging stories. It introduced people with the concept of sharing happiness
through Coke, Different Innovative Flavors, The Massive Distribution System, One-Stop
Shops. These are all unique novelties of Coca-Cola that are hard for any competitor to
imitate.
 Market Strategy:
The plan you develop for how precisely you want to enter a new market and draw in new
clients is called a market strategy.
For example: Coke aggressively markets its product lines through advertising across multiple
mediums and channels, including TV, online ads, sponsorships, etc. Coca-Cola's
sponsorships include NASCAR, NBA, the Olympics, American Idol, etc.
 Organizational Development:
 Organizational development is a critical and science-based process that helps organizations
build their capacity to change and achieve greater effectiveness by developing, improving,
and reinforcing strategies, structures, and processes.
For example: Amazon organizational structure can be classified as hierarchical. The senior
management team includes three CEOs and three senior vice presidents responsible for
various vital aspects of the business reporting directly to CEO Andy Jassy.
 Management Team:
A management team is a group of high-level associates hired by a business owner to take on
essential responsibilities within the business. These individuals make up the highest levels of
management within a company or business, and each specializes in a different area of
managing a business. How skilled managers are, however, can be a source of competitive
advantage or disadvantage. The challenge is to find people who have both the experience and
the ability to apply that experience to new situations. However, a manager's level of expertise
can give them a competitive advantage or disadvantage. Finding people with expertise and
the aptitude to apply that experience to fresh circumstances is the challenge.
For example, there was a survey at Amazon: Andy Jassy and the Amazon leadership
team are scored a "B" by 7920 employees placing it in the Top 25% of companies sized
10,000+ Employees on Comparably. The Leadership Score of 73/100 is based on 24156
ratings: it employee feedback on their CEO (74/100), Manager (73/100), and Executive
Team (72/100).

3. What are five steps in the social marketing process? Give example
There are five steps in the social marketing process: Fan acquisition, engagement,
amplification, community, and brand strength (sales)
 Fan acquisition: Social marketing campaigns begin with fan acquisition, which involves
using any of a variety of means, from display ads to News Feed and page pop-ups, to
attract people to your Facebook page, Instagram feed, or other platform like a Web page.
It’s like getting your brand “out there” in the stream of social messages. The goal is to
receive their like or follow on your page.
 Engagement: The next step is to generate engagement, which involves using a variety of
tools to encourage users to interact with your content and brand located on your
 Facebook or Instagram pages. You can think of this as “starting the conversation” around
your brand. You ideally want your fans to talk about your content and products. You can
generate engagement through attractive photos, interesting text content, and blogger
reports. You can also run contests to engage your users.
 Amplification: Amplification involves using the inherent strength of social networks in
order to garner more eyeballs on to your page. As a marketer, your job is to make sure
that your posts are shared by other users, so that it organically reached the feeds of people
who have not yet liked your page. This means that you will have to post content that your
users can relate to and promote your brand at the same time. You could run a contest
where sharing your page is a requirement as well, in order to promote your page.
 Community: A community is a more or less stable group of fans who are engaged and
communicating with one another over a substantial period of time. As a marketer, you
have to use a number of tactics to nurture these communities, including inside
information on new products, price breaks for loyalty, and free gifts for bringing in new
members. The process ends with strengthening the brand and, hopefully, additional sales
of products and services.
 Brand strength (sale): Brand strength can be measured in a variety of ways both online
and offline, a subject that is beyond the boundaries of this text (Ailawadi et al., 2003;
Aaker, 1996; Simon and Sullivan, 1993; Keller, 1993).
Example:

4. What are some methods for achieving personalization and customization in a

website? Give example.
Personalization (the ability to treat people based on their personal qualities and prior history with
your site) and customization (the ability to change the product to better fit the needs of the
customer) are two key elements of e-commerce that potentially can make it nearly as powerful as
a traditional marketplace, and perhaps even more powerful than direct mail or shopping at an
anonymous suburban shopping mall. Speaking directly to the customer on a one-to-one basis,
and even adjusting the product to the customer, is quite difficult in the usual type of mass
marketing, one size-fits-all commercial transaction that characterizes much of contemporary
commerce.
There are a number of methods for achieving personalization and customization.
One basic method involves the placement of cookie files on the user’s client computer.
A cookie is a small text file placed on the user’s client computer that can contain any kind of
information about the customer, such as customer ID, campaign ID, or purchases at the site.
When the user returns to the site, or indeed goes further into the site, the customer’s prior history
can be accessed from a database. Information gathered on prior visits can then be used to
personalize the visit and customize the product.
There are also a number of other more sophisticated tools available that offer intelligent
customer segmentation, personalization, and individualized product recommendations.
Examples include Montetate, Barilliance, and Evergage. Most e-commerce suites, such as
Salesforce Commerce Cloud, include similar functionality. At the other end of the spectrum,
Google Optimize is a free tool that can customize a website based on visitor location, browser
device, and digital behavior.

5. What are some of the advantages of direct e-mail marketing?

One of the first and most successful types of internet marketing communications was direct e-
mail marketing, which involves sending marketing messages over email to interested individuals.
Direct e-mail marketing communications are distributed to a list of Internet users who have
voluntarily chosen to receive messages from the advertiser.
A structure for email-based campaigns called direct email marketing involves sending
independent adverts to a specific recipient list. The messages, which might be text, HTML, or
rich media, resemble standard email ad messages or web-based advertisements.
Some of the benefits of direct email include:
 Relatively high response rate and low cost, direct e-mail marketing remains a popular
form of online marketing communication.
 Direct email can establish relationships with prospects. If the segmentation is relevant,
people will need your products and services.
 We can personalize emails, emails tailored to each recipient will increase email open
rates.
 By examining email open rates, click-through rates, and conversions, we can make an
estimation of the results. It can target audiences broadly, track and measure reactions,
 personalize content and deliver relevant content, drive visitors to websites for more
engagement, test and optimize content and offers, and target based on location,
demographics, time of day, or other factors.

6. What are some of the unique features of e-commerce technology? Give example.
E-commerce has created a marketplace with significant advantages through eight unique features
afforded to e-commerce transactions. These features include ubiquity, global reach, universal
standards, richness, interactivity, information density, personalization-customization, and
social technology.
 Ubiquity: A traditional business market is a physical place, access to treatment utilizing
document circulation. For example, clothes and shoes are usually directed to encourage
customers to go somewhere to buy. E-commerce is ubiquitous meaning that it can be
everywhere. E-commerce is the worlds reduce cognitive energy required to complete the
task.
 Global reach: E-commerce allows business transactions on the cross country bound can
be more convenient and more effective as compared with traditional commerce. On the e-
commerce businesses, the potential market scale is roughly equivalent to the network the
size of the world’s population.
 Universal standards: E-commerce technologies are an unusual feature, is the technical
standard of the Internet, so to carry out the technical standard of e-commerce is shared by
all countries around the world standard. Standard can greatly affect the market entry cost
and considering the cost of the goods on the market. The standard can make technology
business existing become more easily, which can reduce the cost, the technique of
indirect costs, besides, can set the ecommerce website 100$ per month.
 Richness: advertising and branding are an important part of commerce. E-commerce can
deliver video, audio, animation, billboards, signs, etc. However, it’s about as rich as
television technology.
 Interactivity: Twentieth Century electronic commerce business technology is called
interactive, so they allow for two-way communication between businesses and
 consumers.
 Information density: The density of information the Internet has greatly improved, as
long as the total amount and all markets, consumers, and businesses quality information.
The electronic commerce technology, reduce information collection, storage,
communication, and processing cost. At the same time, accuracy and timeliness of the
information technology increase greatly, information is more useful, more important than
ever.
 Personalization-customization: E-commerce technology allows for Customization.
Business can be adjusted for a name, a person’s interests and past purchase message
objects and marketing message to a specific individual. The technology also allows for
custom. Merchants can change the product or service based on user preferences or
previous behavior.
 Social technology: When you want to sell a product, you can put the information about
your product on a social media site. You just copy and paste the link of the page with the
description of the product. But here you need to copy the link to publish it on a social
media site. You won’t find a button on the website where you can share a product on a
social media site.
Example:

7. What are some of the ways a digital firm can pursue a differentiation strategy? Give
example
Differentiation refers to all the ways producers can make their products or services unique and
distinguish them from those of competitors.
There are many ways businesses differentiate their products or services:
 8. What are the main factors to consider when developing an e-commerce presence?
Give example according to your group e-commerce project.

Building an e-commerce presence requires that you systematically consider the many factors that
go into the process. The two most important management challenges are developing a clear
understanding of your business objectives and knowing how to choose the right technology to
achieve those objectives. The first challenge requires you to build a plan for developing your
firm’s presence. The second challenge requires you to understand some of the basic elements of
e-commerce infrastructure.

On the organizational and human resources fronts, you will have to bring together a team of
individuals who possess the skill sets needed to build and manage a successful e-commerce
presence. This team will make the key decisions about business objectives and strategy,
technology, design, and social and information policies. The entire development effort must be
closely managed if you hope to avoid the disasters that have occurred at some firms.

You will also need to make decisions about hardware, software, and telecommunications
infrastructure. The demands of your customers should drive your choices of technology. Your
customers will want technology that enables them to find what they want easily, view the
product, purchase the product, and then receive the product from your warehouses quickly.
You will also have to carefully consider design. Once you have identified the key decision areas,
you will need to think about a plan for developing the project. There are a number of different
methodologies for building information systems such as websites.

9. What are the primary marketing functions of a website?

A firm’s website is a major tool for establishing the initial relationship with the customer. The
website performs four important functions: establishing the brand identity and consumer
expectations, informing and educating the consumer, shaping the customer experience, and
anchoring the brand in an ocean of marketing messages coming from different sources. The
website is the one place the consumer can turn to find the complete story. This is not true of
apps, e-mail, or search engine ads.
 The first function of a website is to establish the brand’s identity and to act as an anchor
for the firm’s other marketing activities, thereby driving sales revenue. This involves
identifying for the consumer the differentiating features of the product or service in terms
of quality, price, product support, and reliability. Identifying the differentiating features
of the product on the website’s home page is intended to create expectations in the user of
what it will be like to consume the product
For instance, Snapple’s website creates the expectation that the product is a delicious,
refreshing drink made from high quality, natural ingredients. Ford’s website focuses on
automobile technology and high miles per gallon. The expectation created by Ford’s
website is that if you buy a Ford, you’ll be experiencing the latest automotive technology
and the highest mileage.
 Websites also function to anchor the brand online, acting as a central point where all the
branding messages that emanate from the firm’s multiple digital presences, such as
Facebook, Twitter, mobile apps, or e-mail, come together at a single online location.
Aside from branding, websites also perform the typical functions of any commercial
establishment by informing customers of the company’s products and services.

10. What are three strategic questions that online marketing managers need to address?
Three strategic questions that online marketing managers need to address are:
 Where should you focus first?
Build a website, develop a bog or jump into developing a Facebook presence. Online
managers need to know is it first related to the online options available for marketing or can
we say different online platforms to attract more customers
 If you have a successful website that already uses search engine marketing and display
advertising, where should you go next develop a social network presence or use office
media?
An organization needs to bring all online sources together to capture more and more
customers' attention
 Does your firm have the resources to maintain a social media marketing campaign?
How to allocate different resources when maintaining the campaign is very important, not
only in terms of budget but also in human resources, operation layout, ect.

11. What does Omni-channel mean in terms of e-commerce presence? Give example.
The new method of shopping in ecommerce is Omni channel. Your physical store and an online
operation are connected through integrated multichannel commerce, providing you access to
orders dispatched from any device or point of contact across channels in one location.
The word "Omni-channel" denotes the expansion of cross- or multi-channel retailing to include
all social and digital technologies. Customers should be able to investigate, access, buy, return,
and even switch channels while doing so. They should also be able to get up-to-date, pertinent
product information at any stage of the process and in every channel. The entire integration of
the brand experience and the purchasing experience is known as Omni-channel, and it is
primarily driven by the growth of social networks and the personalized retail it fosters.
Marketing initiatives must be coordinated ventures that combine offline events, sales, and brand
building with online promotions. They must also use all media available and offer various
possibilities for customer engagement.
For example, Starbucks is considered one of the top brands that offer the best Omni-channel
experience. The coffee giant already has more than 28,000 stores worldwide with 75 million
customers per month, but it has taken its sales to the next level after implementing an Omni
channel retail strategy. They sync all websites, applications and Facebook to easily manage and
reach customers. It's also easy for their customers to make purchases and leave feedback for
Starbucks.

12. What elements do you need to address when developing a vision for an e-commerce
presence? Give example according to your group e-commerce project.

The elements that need to be addressed when developing a vision for an e-commerce presence
includes a Statement of mission, Target audience, Intended market space, Strategic analysis,
Marketing matrix, Development timeline, Preliminary budget.

For example:

Celina’s mission statement: Célina has always carried within its mission: Not only silver jewelry,
but we also want to become a close friend of every girl, helping them to be confident and shine.
Célina aspires to become the leading silver jewelry brand for young people.

Target audience: 18-30 years old: Student age - students or already have a stable job, be
admitted to a university program or higher, receiving high school or university programs. Have a
hobby of discovering and experimenting with jewelry. Income can range from less than
5,000,000 VND - 10,000,000 VND/month. Are fashion lovers and enthusiasts, regularly
updating new fashion trends.

Intended market space: Vietnam's jewelry industry has an encouraging growth. Therefore, the
market for cheap silver jewelry is a potential market. Celina can easily grow and develop.

Strategic analysis: Pricing strategy, mainly low-priced product lines to suit target customers.

13. What is SWOT analysis? Give example

Swot analysis included 4 factors: Strength, Weakness, Opportunities, and Threats. SWOT is a
framework and a tool used to evaluate company’s competitive position and to develop strategic
planning. SWOT analysis is a method for identifying and analyzing internal strengths and
weaknesses and external opportunities and threats that shape current and future operations and
help develop strategic goals.
Give example:
In our Celina brand, SWOT has analyzed strengths and weaknesses, opportunities and threats
from both internal and external factors. Strengths relate to tangible and intangible factors.
Celina's strength is its experienced staff who can update the fastest models on the market.
Weaknesses are no brand, low investment capital and limited number of products. Opportunities
are tight customer demand, Vietnam market growth, and high customer income. Threats are
competition high land government regulation.

14. Why is e-mail marketing still useful?

Email Marketing still has so much to offer. In addition to keeping audiences engaged and
building rapport, the ongoing relationship between buyer and seller can create an everlasting
impression on brand. Email marketing still use- full because of some reasons:
 Stay in contact with audience: Customers can be informed by emails. Customers can check
their email whenever it is convenient for them. The level of customer interaction will rise.
 Reach customers in real-time: According to Litmus, 54% of all emails were opened on a
mobile device. Any marketing strategy should take this into consideration as it is important.
Customers are increasingly accessing all forms of media and information on their mobile
devices, including emails.
 People engage with emails: Email has fast become one of our main choices of
communication. In fact, over 25 percent of sales last year were attributed to email marketing.
 Email marketing is easy to measure: The majority of email marketing platforms allow you
to keep track of what happens after an email campaign is sent out. Email allows for the
tracking of delivery, bounce, unsubscribe, click-through, and open rates. With a greater
understanding of how email campaigns are performing, you can decide which ones need to
be modified or even abandoned. They play a significant role in the whole internet marketing
effort. The sector and target audience must be considered, even though there are several
studies and surveys that offer "ideal" statistics to aim towards.
 E-mail cost affordable: E-mail can reach a large number of consumers for less than pennies
per message. The cost per conversion is so low with email marketing.
 Allows for targeted messaging: The importance of email marketing when it comes to lead
nurturing. The buying cycle is in several stages for potential clients. Some might be in the
 research and comparison stage, while others might be at the consideration stage, and yet
others might be in the ready-to-buy stage.
Businesses can more successfully target these groups by segmenting these clients and
adding them to the proper email marketing lists. Pushing the appropriate material can
help customers advance to the next stage of the buying cycle, which they need
information to do.
 Increase brand awareness: Email marketing gives the ability to increase that interest level,
that brand awareness, by staying top of mind.
 Help to sell product: If you go about, it the right way, email marketing has the potential to
help you sell items. Utilizing all client data and information is crucial. More successful than
merely sending clients a menu is sending them a special deal on their birthday or informing
them that their favorite meal is half off.
This email marketing technique can also include seasonal discounts, allowing you to
advertise a holiday deal or a yearly sale. Create a sense of urgency for any offer you make
since clients are far more inclined to buy when a bargain is about to expire.
 Almost people use email: According to a Hubspot poll, 91% of customers use email. They
can share and forward those emails to anybody they choose, in addition to receiving
discounts, deals, new items, and other information by email.
Email is extremely popular in the business-to-business sector, where 73% of companies use it
as their primary method of communication.

15. Why is the mobile platform not just a hardware phenomenon? Give example.
The mobile platform not just a hardware phenomenon
Example: The introduction of the Apple iPhone in 2007, followed by the Apple iPad in 2010,
has also ushered in a sea-change in the way people interact with the Internet from a software
perspective. In the early years of e- commerce, the Web and web browsers were the only game in
town. Today, in contrast, more Americans access the Internet via a mobile app on a mobile
device than by using a desktop computer and web browser. Insight on Technology: Will Apps
Make the Web Irrelevant? Examines the challenge that apps and the mobile platform pose to the
Web’s dominance of the Internet ecosphere in more depth
 CASE STUDY
Case 1: Elemica: Cooperation, Collaboration, and Community
1. If you were a small chemical company, what concerns would you have about joining
Elemica?
I would take caution with what type of information I was sharing. I would also establish
company-wide guidelines on what type of information we would let Elemica and partnering
companies have access to.
Since the chemical industry itself is a little special due to the fact that companies that operate in
the chemical industry are both competitors and customers of each other. That is, these companies
are also customers of each other as they purchase a lot of their ingredients for their products from
each other. This makes the sharing of information a little bit tricky since one does not just want
to give his competitor the "secret ingredient" or his competitive advantage. Hence, if I was a
small company in the chemical industry I would take caution with what type of information I
was sharing. Moreover, if I was to utilize a service such as Elemica I would also establish
company-wide guidelines on what type of information we would let Elemica and partnering
companies have access to. I would do this before implementing the system so that it is error
proof from sharing vulnerable information as it has little to no human intervention.
2. Elemica provides a community for participants where they can transact, coordinate, and
cooperate to produce products for less. Yet these firms also compete with one another
when they sell chemicals to end-user firms in the automobile, airline, and manufacturing
industries. How is this possible?
When companies produce a product or make changes to their current "recipe" they require very
special ingredients that only other companies within the chemical industry would possess.
This is due to the fact that the chemical industry is a very specialized industry, and when
companies produce a specific product or make alterations to their current "recipe" they require
very special ingredients that only other companies within the chemical industry would possess.
This is why players in the chemical industry act as both competitors and customers to each other.

3. How did the purchase of Elemica by Thoma Bravo, a private equity firm, change how
Elemica fits into the B2B framework illustrated in Figure 12.10?
The acquisition of Elemica by Thoma Bravo will positively influence Elemica and will hopefully
keep the position of Elemica as an industry leader in providing communication, coordination,
and information sharing for B2B transactions. Their strategy will not change, and the only
difference with the acquisition will be that Thoma Bravo will work even harder for Elemica in
order to attract new customers and possibly expand its service into new areas. The CEO of
Elemica said that "Thoma Bravo's exceptional track record and proven expertise in our industry
will enable Elemica to further capitalize on its growth and leadership"

Case 2: ExchangeHunterJumper.com: Building an International Brand with Social

Marketing
1. Find a site on the Web that offers classified ads for horses. Compare this site to
exchangehunterjumper.com in terms of the services offered (the customer value
proposition). What does The Exchange offer that other sites do not?
I visited horseclicks.com. This site was pretty much similar to exchangehunterjumper.com in
terms of general layout of the website and what it offered. The main difference was the
Exchange was mainly focused on selling horses while horseclicks.com offered several other
products such as real estate properties, trailers and saddles. The Exchange gives feeling of
specialty more than the HorseClicks. It made it more personal and more credible.

2. In what ways were social media effective in promoting The Exchange brand? Which
media led to the highest increase in sales and inquiries? Why?
Facebook led to the highest increase in sales and inquiries. When the Exchange brand started,
social media and social networking weren’t this strongly presented as now. Since social media
has become more reputable and becoming more and more popular, the Exchange has to jump in
and make their presence. Social media would help them to spread word of mouth about the
brand, and attract potential customers from anywhere in the world.   

3. Make a list of all the ways The Exchange attempts to personalize its services to both buyers
and sellers.
The Exchange has an individual email reaction to purchaser request where a genuine individual
reacts, for example the email isn't consequently created
  Buyers can round out pre-created frames on the off chance that they have an enthusiasm
for a pony and get a star forma spending plan dependent on the costs that accompanies
the buy
 Like numerous other internet business locales The Exchange makes suggestions to
potential purchasers dependent on what ponies they have taken a gander at truly, and by
doing this The Exchange Searches for appropriate steeds for potential purchasers of
ponies naturally
 For each site that gets set up on their site, The Exchange builds up an individual selling
methodology for each pony which tweaks the entire selling background, making their
stage a to a lesser degree a C2C business and even more a C2C + counseling web based
business element.
 Lastly, The Exchange works with individual merchants and coaches in the deals and
activities arranging side to make powerful advertisements that incorporate video altered
clasps of the steed and photographs and history of the steed.

Case 3: Programmatic Advertising: Real-Time Marketing

1. Pay a visit to your favorite portal and count the total ads on the opening page. Count how
many of these ads are (a) immediately of interest and relevant to you, (b) sort of interesting
or relevant but not now, and (c) not interesting or relevant. Do this 10 times and calculate
the percentage of the three kinds of situations. Describe what you find and explain the
results using this case.
0% of the ads were relevant and interesting to me, 20% were sort of but not now, and 80% were
not relevant or interesting to me. The opening page of a web portal has ads that are general and
lack any aim for a particular consumer. I didn’t see any ad that immediately caught my attention.
However, I did see some ads on the websites that I have visited before. For example, I have
shopped on express.com and the very first big banner ad was from express.com saying they have
a 40% sale going on. Yahoo also put some random ads about downloading Adobe or buying
healthy snacks from Kellogg. I have never visited their sites or searched for these things but they
would still show on the website. Those didn’t get my immediate attention either.
2. Advertisers use different kinds of “profiles” in the decision to display ads to customers.
Identify the different kinds of profiles described in this case and explain why they are
relevant to online display advertising.
Profiles are built by recording the behavior of consumer’s online, and gathering information
about their interests, age, gender, location, preferences, etc. This makes it possible for advertisers
to choose from a very large list of profiles, to determine the relevance and target the specified
profiles. For advertisers who use online display advertising, using banner ads pop-ups and such.

3. How can display ads achieve search-engine–like results?

Display ads can achieve search-engine-like results by capturing the interests of individuals
through the instance of searching and using display ads relevant to those searches. With the use
of tracking software such as beacons, web bugs, cookies, and flash cookies, it enables advertisers
to obtain profiles of consumers. The profile is the information regarding the online behavior and
characteristics of consumers. To be specific, the product pages, services, and the search engine
keywords used are constructed as profile information.

4. Do you think instant display ads based on your immediately prior clickstream will be as
effective as search engine marketing techniques? Why or why not?
Instant display ads based on immediately prior clickstream is not going to be effective as much
as search engine marketing techniques. Search engine marketing techniques are superior as they
provide data that entails user’s behavior on the internet that has been collected over a significant
period of time instead of using prior clickstreams which make use of information about the
user’s most previous interaction with website data (Schwalbe, 2015). The fundamental
perspective is in the richness of the data used to inform on the marketing techniques or strategy
to be employed in either technique. 

Case 4: Puma Goes Omni

1. What is the purpose of Puma’s content management system?
The purpose of Puma’s content management system is to ensure that consistent Puma branding
and navigation are maintained across sub-sites and pages. The content of Puma has its products,
locations, navigations, and one of the most important of it is the content related to advertising,
which is used to connect people and make the people be attached to their products. The content
management system’s purpose is, generally, to manage the content properly and use it also to see
the consumers’ feedback and to improve the business well.

2. Why did Puma build a single centralized website rather than continue with multiple
websites serving different countries and regions?
Puma built a single centralized website for the people to say that it is really Puma’s one and only
official website. Having a single centralized website is more convenient when gathering data
from customers and they had problems when implementing an Omni channel strategy and they
say that it is pretty a monumental task. Puma had problems with having multiple websites, as
their profits sagged, and they had external loss. When they became centralized, their earnings
rebounded to beat the analyst’s estimates. They stated that they cannot beat bigger brands like
Nike, but they still work to have a better brand and content.

3. What social media sites does Puma use, and what do they contribute to Puma’s marketing
effort?
Puma used a social media site of Puma with the help of Viget, a web designed firm. It created
templates to unite several Puma sites into one and unify the look across numerous categories and
content types. The Viget team turned into a mobile site, made Puma’s website more convenient
to users. Using GPS, the nearest Puma stores are now navigated along with address and contact
information. Users experience the same content all over and the website is managed by the same
content management system. It also developed PUMATRAC, a mobile app that has consumers’
feedbacks regarding the product, and how these improved their performance.
Case 5: Skyscanner: The One-Stop Travel Platform
1. Why did Skyscanner adopt Amazon Web Services for its information technology
infrastructure?
2. What strategic decisions enabled Skyscanner to become a leader in its industry?
3. What are the primary benefits of Skyscanner’s mobile app?
4. How did Skyscanner ensure that users could use its services in different countries?
5. How has Skyscanner managed to outperform its competitors?
Case 6: Weathering the Storm: Twitter Tweaks Its Business Model
1. What are Twitter’s most important assets?
Twitter has a number of important ass ets, such as
- User attention
- significant Audience size (Unique Visitors)
- Searchable database (contains the real-time comments, observation, likes, and opinions of
audience.)
- Customer sentiment

2. How has Twitter’s business model evolved since it was founded?

Twitter's business model mainly based on the Advertisement. Which include Promoted Ads,
Promoted Trends, Promoted Tweets, and Promoted Accounts and promoted Video.
Twitter also use data mining to fetch the sentiment of customer about product, services and
marketing efforts.

3. Why is machine learning an important initiative for Twitter?

Machine Learning algorithms helps to decide what types of notifications to be deliver to user and
also maintain the chronological order of tweets. ML enables Twitter to promote healthier
conversation and to deliver the best engagement for advertisers Twitter acquired many AI startup
which helps to develop new Machine learning Algorithms like Fabula AI which developed an
algorithm to detect network manipulation and online disinformation...

4. What steps has Twitter taken to improve “conversational health” on its platform?
Since 2019 Twitter is focusing to improve Conversational health.so it adjust its algorithm to
ensure that low-quality tweets are less accessible in searches and conversations and changing its
API to prohibit links and abused content shared from many accounts at once with the help of
twitter bots (dummy accounts that spread misinformation). So Twitter own a startup Fabula AI
which developed an algorithm to detect network manipulation and online disinformation.

5. How has the Covid-19 pandemic impacted Twitter?

Covid-19 impact In 2020 Twitter recorded an overall loss for the first time since the third quarter
of 2017 both user revenue and user growth were down. Although user engagement increased
significantly during that time. Due to social distancing and stay at home measures, as well as
suspension of major leagues and 2020 summer Olympics, will likely continue to negatively
impact its advertising revenues. So they change their advertising category to improve their loss.
Twitter start adverting video game, mobile application promotion and other market which were
running at covid time.