Your final examination is
scheduled to be written Monday, December 13th at 9:40 am. Please
bring a pencil and the right answers (in your head). The following
information is a general study guide to help with your preparation
for the test.
Revised
12/6/04
Chapter 10: Product 1. What is a product? What are your
really buying? 2. Why is branding particularly important
for e-commerce? What are the attributes of a good brand?
Why are important? 3. How can marketers integrate new ideas
into current product mixes?
Chapter 11: Price 1. How does the Internet serve as an
information equalizer in relations to pricing? 2. What are the four basic forms of
competitive markets that exist according to neoclassical
economists? 3. What are the main dynamic and fixed
pricing strategies used in e-commerce? 4. What is the Pareto Principle? Why is
it important when setting prices?
Chapter 12: The Internet for
Distribution 1. How are direct and indirect
distribution channels different? 2. What is disintermediation and
collaborative filtering? Why are they used in
e-commerce 3. What are the primary intermediary
models used on the Internet?
Chapter 13: E-Marketing
Communication 1. What is integrated marketing
communications? 2. How does the hierarchy of effects
model help marketers create an effective marketing
communications message? 3. What are the main promotional tools
that are available to e-marketers?
Chapter 14: Customer Relationship
Management 1. Why does Customer Relationship
Management (CRM) represent a major shift in marketing
practices? Who is affected by this shift? 2. What are the major benefits of
CRM? 3. What is the primary goal(s) of
CRM?
International Marketing and the
Internet 1. No questions will be asked on this
topic.