Guidelines for the exam - Internet Marketing

I will give you 6 questions on the exam and you may choose any 3. Answers will be restricted to one page. In this guideline, which will be constantly updated, I will try to identify topics we covered in class, narrow down your reading material, and provide some sample questions.

Here are some topics that we covered in class. Let me know if I am missing any.

- Micro versus Macro marketing

- Word of Mouth communication and its impact on the internet channel

- Retail structure

- The mere exposure effect

- Subliminal and Supraliminal Perception, selective perception

- Hierarchy of effects

- Biases - e.g., availability, representativeness, sample size, regression.

- Short term and long term memory and their implications in marketing

- Primacy and Recency effects

- Prospect theory, especially its marketing implications

- Gestalt laws of perception

- Product Life cycle and its impact on intenet marketing

- Diffusion of new products

- New product sucess attributes (e.g., relative advantage, etc.)

- Reasons and implications of online switching (e.g., replacement, dissatisfaction, underutilization, snobs)

- The expectancy/disconfirmation framework

- Service recovery

- Traditional versus online shopping experiences

-All the cases

-Business to business marketing online (Mike Hayes' presentation)

-Guest speakers, Srikant and the Active Education team.

-Inventory analysis

-Reilley's law of gravitation

-Pricing strategies and demand pattern analysis, e.g., reverse auction pricing, prestige pricing, second-market pricing, bundling, psychological pricing, price lining etc.

-Promotion in the online channel. Characteristics of the internet medium.

- Sales promotion and its applicability in the online context

- Frequency, reach and online advertising.

- Offline media characteristics and their advantages and disadvantages for online business promotion

- Security

Here are some sample questions

  • Summarize the main elements of Srikant Srinivasan's presentation
  • Briefly discuss prospect theory and its implications for internet marketing. Do bundling strategies really work in the online environment?
  • Summarize the key differences between the traditional retail shopping experience and the online shopping experience. How would retailing strategies be affected by these differences?
  • How, if at all, does inventory management and the determination of the Economic Order Quantity differ between traditional and internet based channel intermediaries?
  • Discuss the impact of the product life cycle on the internet product and the internet channel.
  • How does customer service differ between the internet channel and the traditional channel?
  • Is customer service more important in the internet channel than in traditional channels? Justify your answer.
  • Discuss the concept of service recovery and its implications for internet marketing.
  • So, what DOES make people click?
  • Compare and contrast the internet as a communication medium with broadcast and print based media. Be sure to discuss the advantages and disadvantages of each.
  • It has been argued that, in the face of increasing competition, sales promotion tactics are especially effective on the internet. Is this true? Justify your answer.
  • Why do people quit using internet service and why should we care?
  • Discuss the role of positive and negative interpersonal influence on the overall success of an internet product. Does the role of these influences change in the online setting as opposed to the offline setting?

    • READINGS

    I shall update this section soon.

    Email or call with questions. Good luck.