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Intro to E-Business & Online Commerce > Chapter 6 (Slides) > Flashcards

Chapter 6 (Slides) Flashcards

1
Q

How many people in the US had Internet access in 2020?

A

Approx 290M+ people with some demographics showing higher percentages of online usage compared to others.

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2
Q

What was the situation with Broadband like?

A

There was inequalities in broadband access. Households with no broadband access still access internet via mobile or other locations.

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3
Q

What are “Consumer Skills” ?

A

Consumer Skills refers to the knowledge consumers have about how to conduct online transactions.

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4
Q

What was the community effect?

A
  1. Top 10-15% are more independent
  2. Middle 50% share more purchase patterns with friends/family
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5
Q

What is primary purpose/driving factor for consumers to shop online?

A

Convenience

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6
Q

Does Mobile advertising account for 70% of all digital advertising spending? (True/False)

A

True

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7
Q

What are the different stages in consumer decision process?

A

There are 5 stages in consumer decision process:
1. Awareness of need
2. Search for more info
3. Evaluation of alternative
4. Decision of purchase
5. Post-purchase contact with firm

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8
Q

What is the “general online behaviour model” ?

A
  1. User characteristics
  2. Product characteristics
  3. Website features like latency, usability, security
  4. Attitude towards online purchasing
  5. Perceptions about control over web environment.
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9
Q

What is “Clickstream behaviour” ?

A

It maps/logs users interactions on the web. (Crucial data)

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10
Q

Shoppers: Browsers and Buyers

A

92% users are shoppers. 82% are buyers and the remains are browsers. In 2018 2.6 trillion worth of retail purchase was influenced by online research .

E-commerce and traditional commerce are coupled, part of continuum of consuming behaviour.

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11
Q

What are the different categories of items consumers shop for?

A
  1. Big ticket (>$1000)
  2. Small ticket (<$100)
  3. Bulky items
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12
Q

What are the two most important factors shaping decisions to purchase online?

A
  1. Utility: Better price/speed/convenience
  2. Trust: Perception of credibility, ease of use etc
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13
Q

What advantage does internet marketing have over traditional marketing?

A
  1. More personalised
  2. More participatory
  3. More peer to peer
  4. More communal

An effective marketing campaign has all four of these.

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14
Q

What are the different channels for marketing?

A

Website, Traditional, Social, Mobile, Offline

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15
Q

Online advertising is best for ?

A
  • Reaching 18 to 34y old audience
  • price discrimination
  • personalisation
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16
Q

What are the traditional marketing and advertising tools?

A
  • Search engine marketing
  • Display ad marketing
  • Email marketing
  • Affiliate marketing
  • Viral marketing
  • Lead generation marketing: Service/Tools for collecting, managing and converting leads.
17
Q

What is the difference between SEM and SEA?

A

SEM(Search engine marketing): using search engine for branding
SEA(Search engine advertising): using search engine for direct sales
- Paid inclusion
- Pay-per-click search ads

18
Q

Display Ad Marketing (it’s types)?

A
  1. Banner Ads
  2. Rich media ads: Interstitial ( full screen)
  3. Sponsorships
  4. Native advertising
  5. Content marketing
  6. Advertising networks
  7. Ad exchanges

some issues: Ad fraud, ad blocking

19
Q

What is avg click through for email marketing? What are its benefits and challenges??

A

3-4%. Benefits: Personalisation and targeting, inexpensive etc.
Challenges: There are three main challenges: Spam(55% of all emails in 2020) , Anti-spam software and poorly targeted purchased email lists.

20
Q

What is Multi-Channel marketing?

A
  • Integration of online/offline marketing
  • Reinforce branding message across media
  • Consistent imagery across media is most effective.
21
Q

Give some examples of pricing strategies?

A
  • Free/Fremium
  • Versioning
  • Bundling
  • Dynamic pricing: Auctions , sure pricing, flash marketing etc.
22
Q

What is Long Tail Marketing?

A

Internet allows for sales of obscure products with little demand.
Substantial revenue because of near zero inventory costs, little marketing costs and each and recommendation engines

23
Q

What are types of tracking files? and some other tracking methods

A
  • Cookies
  • Flash cookies
  • web beacons (bugs)
  • Tracking headers (super cookies)

Other types of tracking:
- Deterministic cross device tracking
- Probabilistic cross device tracking

24
Q

What are the different types of data mining?

A
  • Query driven
  • Model driven
  • Rule based
25
Q

What is Hadoop?

A

Open source software framework.
- Processes any kind of data, even unstructured and has distributed processing.

26
Q
A

Intro to E-Business & Online Commerce (6 decks)

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