Exam next week

1
Exam next week

• 50 questions 30 from lectures (60) 10 from
  cases (20) 10 from book (20)
• Bring your own scantron. Form No 882-E and a
  pencil.
• Format 40 MC questions 10 short answer
  questions
• Chapters 4, 5, 6, 8, 9, 10, 12 One to two
  questions from each. For a total of10 questions.
• Ch. 4.
• What is the experience hierarchy (functionality,
  intimacy, loyalty) (pp. 134-143)
• Seven steps in creating customer experience
  (144-150) (description of target, case scenarios,
  integration, desired experience, assess
  hierarchy, leverage, monitor and adjust
• Ch. 5. What are the 7 Cs? Know definitions.
• What are the dimensions of commerce?
  (Registration, Shopping Cart, Security, Credit
  Card, one-click, configuration technology, order
  tracking, delivery options)
• Dimensions of customization (Registration,
  cookies, content and layout, storage, agents)
• Ch. 6.
• CRM (p. 208)
• The stages of relationship (awareness,
  exploration, commitment, dissolution) (212-222)

2
Ch. 8

• Ch. 8.
• Exhibit 8.2 (p. 278). Key Pricing Strategies
• What are dynamic pricing strategies (various
  auction formats, exchanges)
• Two-part pricing
• Bundling (pure bundling vs. mixed bundling)
• Three categories of price discrimination
• Ch. 9
• Database marketing, p. 344
• The 2 Is Interactivity, Individualization
• Mass Offline Marketing Levers
• TV, Radio, Outdoor, Newspaper, Magazines, Yellow
  pages, Brochures, Pt-Of-Purchase displays
• Personal Offline
• Mass Online - Interstitials
• Internet Ad Terms (p. 355) click-through, CPC,
  CPM, hit, visits, unique users
• Personal Online
• Communication Process (p. 361)

3

• Ch. 10
• Community Characteristics
• Ten Criteria that define successful community, p.
  393
• Three Types of Shared Interests, p. 401
• Types of Successful Communities, p. 418
• Ch. 12
• What is brand equity, p. 495-496
• Strength of association, p. 497
• Valence, uniqueness, p. 498
• Firm and consumer benefits, p. 498
• Seven (ten) Step Branding Process, p. 509-515
• Key brand attributes (relevant, distinct,
  consistent, memorable)

4
Clues for short answer questions

• For the short answer questions (10 questions 2
  points each)
• 1. For each case, make sure you can write two
  sentences about the revenue model for that firm.
  Also, make sure you can write two sentences about
  why or why not the revenue model is sustainable.
  Memorize your answers.
• 2. There will be a question about
  personalization. Make sure you understand the
  personalization backlash. How does it relate to
  the risks of personalization described in the
  Broadvision case?
• 3. Understand the relationship between search and
  price competition. Will increased search erode
  profitability? Have two reasons.
• 4. Communication tools
• 5. Transactional vs. relational exchange
• 6. Know your own group project. (B2B partners,
  competitors, revenue models, estimation
  assumptions and technique)

5
The Four Categories of Communications

• Personal selling
• Direct Marketing

General Approaches
Traditional Mass Marketing

• Web sites
• Banner Ads
• Search engines and shopbots
• Interstitials
• E-Mail (junk)
• Viral Marketing (Hotmail, NYTimes)
• Portal Sponsorship/Exclusive Agreements
• Associate/Affiliate Programs (directing to)
• On-line and Off-line Partnership Full range
• Provide Information to Entice Customers
• Leverage Customer Base reputation and trust

• Public relations
• Sales promotion
• Television
• Radio
• Magazines
• Newspapers
• Billboards

6
Questions from Cases

• 1. All cases Know the revenue model, viability
• 2. All cases, go over the case questions in the
  lecture notes
• Porter
• The Five Forces, The Myth of the First Mover
• Leveraging Internet Technologies in B2B
  relationships
• Study table 1 (p. 236). Know all the definitions
  in that table and mostly the difference between
  relational and transactional exchange. When would
  reverse auctions be beneficial?
• Broadvision
• Rule-based and collaborative filtering. Benefits
  of personalization. Personalization backlash and
  personalization challenges. How to overcome?
• Amazon
• Models Pure online book retailer, supply0side
  cross category dominance, marketplace initiative,
  auctions, zShops, single-store vision, technology
  vendor, other extensions?
• Read article
• Ebay What is the biggest challenge (fraud). How
  to combat fraud? What is meant by proactive? What
  are advantages and disadvantages of being
  proactive. Read articles.
• Streamline
• What was their target demographic? What were
  their advantages? Why did they fail? What were
  our conclusions about the future of online
  groceries? Why? What is the direct (Fresh Direct)
  model? What is the Peapod model? Read handouts on
  Peapod and Fresh Direct.
• Monster
• What are the way Monster is trying to expand?
• Red Hat
• What are the competitive advantages of red hat
  vs. competitors?