Download Monitor JSN Conference Positioning January 22, 1999

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 C’s? 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)
Why the web is unique in creating customer relationships (interactivity, individualization)
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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 I’s: 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)
What are communication objectives? (awareness, sales)
Reach, frequency, p. 370
Viral marketing, p. 362.
Affiliate marketing programs, p. 371
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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)
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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)
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The Four Categories of Communications
Customized
Personalized
Permission Marketing—freebies
 Personalized Recommendations
(rule-based, collaborative filtering)
 Personalized Advertisements
 Personalized Web Pages
 Personalized E-commerce (e-stores)
Personal selling
 Direct Marketing
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General Approaches
Traditional Mass Marketing
Public relations
Sales promotion
Television
Radio
Magazines
Newspapers
Billboards
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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
Questions from Cases
1. All cases: Know the revenue model, viability
2. All cases, go over the case questions in the lecture notes
Porter
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The Five Forces, The Myth of the First Mover
Leveraging Internet Technologies in B2B relationships
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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
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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
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– 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
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What are the way Monster is trying to expand?
Red Hat
What are the competitive advantages of red hat vs. competitors?
What are the challenges of selling open source?
– Open Source Development
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Bleeding edge kernel
Code freezes
Development hierarchy
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