Page 283 - Foundations of Marketing

250 Part 3 | Customer Behavior and E-Marketing

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Key Concepts

digital media 228 electronic marketing blogs 233 mobile application 238
digital marketing (e-marketing) 228 wiki 234 widgets 239
228 social network 230 podcast 236 online fraud 247

Issues for Discussion and Review

1. How does e-marketing differ from traditional marketing? 6. How can marketers exploit the characteristics of the
2. How can marketers exploit characteristics of digital Internet to improve the product element of their mar-
marketing to improve relations with customers? keting mixes?
3. Why are social networks becoming an increasingly 7. Describe how social media affects the push-pull
important marketing tool? Find an example online in dynamic of distribution?
which a company has improved the effectiveness of its 8. How do the characteristics of e-marketing affect the
marketing strategy by using social networks. promotion element of the marketing mix?
4. How has new media changed consumer behavior? What 9. How has digital media affected the pricing of products?
are the opportunities and challenges that face marketers Give examples of the opportunities and challenges
with this in mind? presented to marketers in light of these changes.
5. Describe the different technographic segments. 10. Name and describe the major ethical and legal issues
How can marketers use this segmentation in their that have developed in response to the Internet.
strategies? How should policymakers address these issues?

Marketing Applications

1. Amazon.com is one of the Web’s most recognizable and www.geappliances.com and compare how each
marketers. Visit the company’s website at www.amazon firm uses the electronic environment of the Internet to
.com and describe how the company adds value to its enhance its marketing efforts.
customers’ buying experiences. 4. Visit the information technology company website
2. Social networking has become a popular method of www.covisint.com and evaluate the nature of the busi-
communication not only for individuals but for busi- ness customers attracted. Who is the target audience
nesses as well. Visit the various social networking sites, for this business marketing site? Describe the types of
such as Facebook and Twitter, and identify how compa- firms currently doing business through this exchange.
nies are utilizing each of these sites in their marketing What other types of organizations might be attracted?
strategies. Is it appropriate to sell any banner advertising on a site
3. Some products are better suited than others to electronic such as this? What other industries might benefit from
marketing activities. For example, Art.com specializes developing similar digital media exchange hubs?
in selling art prints via its online store. The ability to 5. Marketers have a keen interest in social media because
display a variety of prints in many different categories of the notion of influence. The assumption is that you
gives customers a convenient and efficient way to search have certain friends on Facebook, or specific authors
for art. On the other hand, General Electric has a website whom you follow on Twitter, who affect the kinds of
displaying its appliances, but customers must visit products that you buy. A recent start-up called Klout
a retailer to purchase them. Visit www.art.com attempts to quantify this online influence by assigning

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