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Yes, the test ask questions about lecture material as well as reading material! |
No readings for Week #1. |
| Week 2 -- -- Overview and History of the
Internet, continued 1. Selections from "Encyclopedia of the New Economy," Wired Magazine and Andersen Consulting. Learn the definitions of all included terms (there are no questions to answer to turn in for the test, but you should learn the terms for the test). 2. . NEW eMarketer's Seven Predictions for 2006," January 11, 2006. What are the seven predictions for 2006? Briefly summarize why they're important. 3. "Online Retailers Look Overseas," New York Times, January 10, 2005. What is the trend for major online retailers with regard to internationalization? How difficult is it to go into another country? How fast is European electronic commerce expected to grow annually? How have Amazon's international sales efforts grown recently? In what countries? What are eBags' advantages in expanding internationally? What has been Office Depot's international strategy? 4." There's no Escaping Blogs," Fortune, December 27, 2004. Who is Robert Scoble? What does he do for Microsoft? What are blogs and what is their effect on marketing? How are blogs changing "power and opinion"? What does Jeff Jarvis suggest with regard to blogs? What is a permalink? What happened to Kryptonite? What happened when Mazda started a blog aimed at Gen Y buyers? How does this article recommend that you talk to "obsessive" customoers? What has happened to employees writing "offensive" blogs about their company? What does Bill Gates say will happen as blogging gets easier? 5. "Seven Reasons Why Businesses Should Blog Now," September 28, 2004. What are the seven reasons to start a blog? What are the 5 dont's? 5b. "Blogging for Big Dollars," CNNMoney.com, Paul Sloan and Paul Kaihla, August 22, 2006." Who is Micheal Arrington and How is he he Making $60K/month? What is Fark.com? Why are some people and businesses able to make money blogging? How are Banana Republic and Coca-Cola using blogs according to the article? How big is the current market for blog ads? Whis is John Battelle and what has he done for the blogging world? |
| Week 3 -- Technology and
Terminology 6. "Only Connect: From Swarms of Smart Dust to Secure Collaborative Zones, The Omninet Comes to You," Wired, Jan. 2000. What is a "smart space"? Internet could disappear as early as 2010 -- connectivity will become so pervasive, you forget that it is there -- the Omninet rather than the Internet. Briefly explain this concept of the Omninet. How does Eric Brewer describe the Omninet? (also called universal or ubiquitous computing) Components of the system would adapt themselves to usage. Briefly explain. The success of these ideas of course ultimately depends on consumer acceptance! "...a better wired world will require communications web as intricate, powerful and malleable as its living ancestors..." Bell Labs has put how much info through a single fiber-optic line? Notice: Len Kleinrock is quoted in this article -- Remember him from the film? "The walls will contain logic, processors, memory cameras, microphones, communicators, actuators, sensors." "The network of today is engineered, and the network of 2050 is grown." Briefly explain. What is "Oxygen"? What is the idea behind "Smart Dust"? What's the major downside of all this ubiquitous technology? How can the ideas of Darwinian genetic variation and natural selection be used by the Omninet? (By the way, I have seen a Swedish computer scientist use these Darwinian ideas to improve the clickthrough rates of banner ads -- it works.) 7. Handouts in Class: "Web Guitar Wizard Revealed at Last," "Top Five Reasons Not to Buy YouTube," and "YouTube Ushers in Net Soap Genre," (missed them in class, or lost them? Email me for a copy). What is YouTube? What are some of the unique aspects of YouTube that the "Web Guitar" article and the "Soup Genre" article bring out? Do you have any idea how YouTube is making money? Any ideas about how they could make money? What is the skeptical view of YouTube presented in "Top Five Reasons Not to Buy YouTube"? What are the five reasons? Do you agree or disagree? Why? 8. "Welcome to the Broadband Home of the Future," Wired, January 2004. What is XBOX live? What % of American homes have broadband connections? What are the three trends that are affecting the broadband home of the future? What is Wi-Fi? What is [cyberpunk novel writer] William Gibson's observation? What kinds of things might tomorrow's entertainment technology bring? 9. "Next Big Thing: The Web as Your Servant: What if the Web Could Anticipate Your Needs," USAToday, Oct. 1, 2004. "People don't want to buy technology, they want to buy _______________." What new technologies are meshing with the internet and turning it into an even bigger network? What is the difference between the Web era and the new era? What is GPS? What is RFID? 10. OPTIONAL -- But it is an interesting read on Internet Use in South Korea: "The Bandwidth Capital of the World," Wired, August 2002. No questions on this reading. 11. Battle for the Soul of the MP3 Phone What is the ROKR? What are its
limitations (from a consumer's point of view)? 11a. "Adam
Curry Wants to Make you an iPod Radio Star," Wired, March
2005. 12. "Americans
Weigh In Online: Rating Is a Popular Pastime," Clickz,
October 22, 2004. |
| Weeks 4 and 5
-- Finish Technology and Terminology, Start Virtual Value
Chain How Virtual Marketing and Business is Different, 13. "Exploiting the Virtual Value Chain," Harvard Business Review, Nov-Dec. 1995. This is a very important reading; the virtual value chain is a frequently discussed concept in the field. What is a Value Chain (physical) What is a Virtual Value Chain? What is the Marketplace vs. Marketspace? What are visibility, mirroring and creating new customer relationships?? 14. OPTIONAL-- a "trippy" forecast for the Internet from 1997. "New Rules for the New Economy," Wired, Sept. 1997. No study guide questions for this reading. |
| Week 7--
15. "E-Bay Gets Boost as Middlemen Make Comeback," LA Times, January 20, 2004. What new type of middleman has eBay inspired? Why do customers use this middleman rather than posting items themselves? 16. "Porn Strategy: Share and Snare" Wired News, Jan 23, 2003. 17. "The Long Tail", Wired (Title from front of magazine: "Why Micro Audiences are the Future of Entertainment," October 2004. What does the author mean by "The Long Tail"? What is the role of mainstream hits in supporting and bringing in sales from more niche and specialized entertainment (e.g. books, movies, songs)? Explain each of the three rules in the article. Note how several concepts we have discussed are in play here: bits (all this entertainment is reducible to bits), the ability of the internet to aggregate marketplaces, and using digital information (in this case to predict, organize and customize choices). One aside: Touching the Void (the book referred to in the intro to the article) is a great read! 18. NEW "Mix,
Match and Mutate," Businessweek.com, July 25, 2005. |
| Week 8 -- Consumer Behavior
All the following are required: Approximately what percentage of online shoppers are now women? What kinds of items are women buying online? What service does Circuit City provide that melds online and offline stores? (I use and love this service!) Notice that usage of comparison sites is growing. 21. "Eluding the Web's Snare," New York Times, April 17, 2003. What percentage of American adults say they "are not connected to the Internet"?!! Why do "net evaders" stay offline? What percentage of NONUSERS are "net dropouts"? 22 What demographic variable predicts higher likelihood of broadband adoption? What's the value of broadband to advertisers and marketers? 23. "Capitalist Econstruction," Wired, March 2000. What are bots or agents? What is the goal of the researchers according to Wired? What are the various functions bots may undertake? What are the various effects bots and agents could have on consumer behavior and retailers? What are the drawbacks of mass markets? What is dynamic pricing? What is the "winner's curse"? What do DealPilot and MySimon.com do? Do you believe brands will continue to have value on the Internet? Why or why not? Do you want a PDA (personal digital assistant) at the grocery store to personalize your prices? What would be the advantage of such a system for manufacturers? |
The business on your website is the product of what two numbers? What is the paradox of the active user? What is the general theme of this article? How many sentences do you have to describe your product/service on your website? 25. "Being Jakob Nielsen," MarketingProfs.com, January 13, 2004. What does the author say about usability expert Jakob Nielsen's site? What is the major point of this article? 26. Name and briefly explain each of the mistakes. |
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| Week 11: Advertising and
Promotions on the Net (including search engine marketing) 2 What does the opening paragraph say is different about the Internet as an advertising medium? How are other media trying to compete? What is the problem with "Internet numbers"? What are cookies, and what is the problem with them from a business point of view? How many ads does Doubleclick "serve" up every month? What is TACODA planning to do? How will faithful customers be enticed to share data? What can search provide to advertisers "minute by minute"? Ad execs predict that what will outpace search this year? Why? What does Greg Stuart say about click measurement? What did IAB conclude from its tests regarding online advertising spending? Note what they say about interactive (and expandable) banners. What is being tracked? (Note: expandable banners expand with mouseover). What does a banner on a leading portal cost now for 1 day? As ads spew out more data, _________ _____________ _________. What is true of advertising at niche sites? What do advertisers "really want"? What do TACODA and Revenue Science do? What did Tacoda learn by using eye scanning cameras? (However, I am skeptical about this finding.) What is the purchase funnel? What's "the problem" with the purchase funnel model? What does the purchase funnel NOT take into account? What kind of search term accounts for the majority of online search activity associated with a subsequent purchase? What used to happen in the ways consumers did their product search process for cars? What's different now? What seems to be driving the addition of new models to the consideration set halfway through the process? What information do many consumers now seek regarding the "ownership experience"? What addition to demographic profiles improves the ROI (return on investment) of e-mail, e-newsletters and other marketing communications? 31 What is adware? What well-known brands have shown up on adware? what is a "drive-by" installation? What is the difference between adware and spyware? What is the "path" adware takes to get to your PC (note in particular Bundlers and Affiliates -- look below to the figure on the page if you're having trouble figuring it out). What is CoolWebSearch? How can adware become more legitimate? What percentage of people who know they have adware uninstall it? What does Behaviorlink do? What does WhenU do? (You can check out their website online and take a deeper looker.) 32.NEW"Querying the Next Generation," OMMA, The Magazine of Online Media, Marketing and Advertising, Steve Smith, March 2006. How does the first paragraph say "the focal point for the future of search" has shifted? How does John Battelle envision that search could be blended with DVRs? What will "Search 2.0" involve? What capabilities will be added to search (according to Danielle Lietch)? How is Yahoo hoping to refine search? What are the "incomplete pieces" of Search 2.0? Mobile phones could be the "super high powered" __________ ___________. The major players? "Goo-Hoo-Soft" Aim a wireless phone cam at a bar code and __________________________. What percentage of consumer searches will be for local products this year (2006)? Pay per call (this is when you click on a search link and the business calls you, the search engine is paid for each call). And what about video? What would pay for the videos? What is AOL's "video triple play"? How many consumers are conducting search queries on their wireless phones? "No one at Google ever dreamed of sharing their revenues with ___________." What is Google BASE? Note "print brands" (e.g. Yellow Pages) also want to be and are in local online search. What are vertical search engines? What is Sphere.com? Youtube.com could be on who's buy list? 33.NEW"The Cookie Monster in the Closet," Jeffrey Young's Technician, ZDNET.com, March 30, 2006. What is the writer's complaint about "Today's Internet Generation"? What is the difference in advertising between the "Golden Era of TV" and the "Internet Age"? According to the writer, the "real secret" of the Web turned out to be what? What is the model for "Free" location based services/Wifi? 34. "Contextual Marketing: The Real Business of the Internet," Kenny and Marshall, Harvard Business Review, November 2000 (Reading is optional but may be useful to your understanding) -- Available from the bookstore or download at Harvard Business School Publishing online for a fee). |
| Week 12: Advertising and
Promotions on the Internet (Continued) 35. "Email Hucksterism, Offensive but Effective," New York Times, July 4, 2003. What is it about the structure of email marketing that will make it difficult to crack down on spam? A list containing 10 million email addresses costs how much? How much do you need to take in a day to break even? "With the pill messages, 'guys delete it and delete it and at some point they start to wonder.'" Why can't the federal government clamp down on these ads/emails? 36."Television Commercials come to the Web," New York Times, January 19, 2004. How does the new ad technology from Unicast work? Right now, to what level of exposure are viewers being limited? Why does [frequently quoted consultant] Mr. Nail predict that users will react positively? Why is Unicast introducing this technology now (in 2004)? 37. NEW "Thinking Outside the Inbox," Businessweek.com, Karen Klein, March 23, 2006. Smaller email marketing lists deliver higher ____________ and ___________. How much does a small business pay per email? What's the problem with bulk emails? What is getting better responses via email -- B2B or B2C? Why? In this study, email was most likely to be opened on which day? In this study, the best CTR's were which day? What is the current email open rate (although it's not clear to me that they're talking about PBE's)? What has been happening to email open rates? What's the CTR for email? 38. NEW "Don't Call it Spyware," Wired, December, 2005. How has CLARIA changed since its Gator days? How did Gator start? What was the IAB's complaint against Gator? Why did NY Times and other online publishers sue Gator? How does Gator work, according to Ben Edelmen? What is cookie stuffing? Why does Claira use the word adware instead of spyware? How did Claria cozy up to regulators? What makes Claria adware instead of spyware? Who almost purchased Claria (which is now up for sale)? What is Claria doing next? What is PersonalWeb? What key lesson does PersonalWeb reflect? Few people in the online business community question what idea? 39. Email Effectiveness (Class handout, email me if you don't have it) Why use email
marketing? |
| Week 13: Customer Relationship
Management 27. "E-Loyalty: Your Secret Weapon on the Web," Reichheld and Schefter, Harvard Business Review, July-August 2000. "E-loyalty" is a good contrast to the article "Capitalist E-construction." How do you reconcile the two articles, or do they represent different versions of the future of the Internet? What's the basic argument being made by Reichheld and Schefter? Be familiar with "The Economics of E-Loyalty" How important is trust online? The importance of focusing on the "right" customers -- who are the "right" customers and why are they the "right customers?" Price rational vs. price obsessive consumers, loyalists vs. butterflies Upselling and cross-selling The web's "unique capabilities are used to improve communications with customers, to enhance organizational learning about customers' needs and increase responsiveness, to reduce customers' transaction costs, and to enhance convenience -- all of which are vital for developing strong and durable relationships." "In the end, loyalty is not won with technology. It is won through the delivery of a consistently superior customer experience." 28. "1 to 1 Mobility: Customer-based Strategies for a Wireless World," Peppers and Rogers Group Consulting, White Paper 2001. What is mobility (according to the authors)? What are telematics? Look at the Six Components of Mobility (Portal Device, Infrastructure, Portal Software, Content Provider, Transaction Provider, Data Aggregator Agent. and breifly define each one. What would a Data Aggregation Agent do? (Look at the 5 A's of DAA.) |
| Week 14: Marketing
Research on the Internet 41. "The Information Gold Mine," Business Week, July 26, 1999. (You have to find the article on the page when you get there and click through to it.) How does NextCard use data management to benefit their business and their customers? What's the challenge once the data is collected? Read carefully the entire first paragraph beginning with the subtitle "Less Waste." What's the point of this paragraph? What does W.W. Grainger do with the data they collect? Collecting all this data about consumers (e.g. DoubleClick) raises what concerns? Web site operators want to use software to do what? What question does the article say that data mining helps to answer? What is "mass customization" and what does collecting information have to do with it? What are the challenges to using this data? 42. "Mining Info: What's in it for Me?" Business Week, July 26, 1999. (Again, find the article on the page -- it's just a little way down the page, but you'll see it.) What is offered to customers/respondents for giving away information, according to the author? What does the author claim about the present uses of data mining? Is it primarily used to serve customers better or to cut costs? Many data collectors don't seem to be doing much with the data: "Data, it seems, are a lot easier to gather than they are to use." Why would you guess the data isn't used? What's the story about Sears catalog and a potential data mine? 43. "An Introduction to Dynamic Attitude Analysis, Part I," Clickz, October 4, 2004. What is the faith index? What is dynamic attitude analysis? What is the premise of DAA? Why should marketers adopt at least some DAA practices? How should marketers view DAA? 44. "An Introduction to Dynamic Attitude Analysis, Part II, Clickz, November 1, 2004. What do DAA systems do? What does the author suggest about DAA systems and the temptation to take legal action? |
| Week 15:
No articles. |
| Week 16: Final Exam |