Download Date: 14-08-2012 - PESIT South Campus

USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
INTERNAL ASSESSMENT TEST – 2 Keys
Date
: 17/05/2017
Subject & Code : E-marketing(14MM409)
Name of faculty : Dr S Naveen Prasath
Max Marks : 50 Marks
Section
: Elective
Time:11:30 – 01:00 PM
Note: Answer all questions
1(a) What do you mean by Country and Market Opportunity Analysis?
•
An e-marketing plan guides the marketer through the process of identifying and analyzing
potential markets.
•
Global e-marketers must balance 2 different analytical approaches:
•
Market similarity = Concept of market similarity = marketers choose foreign markets that have
characteristics similar to their home market for initial market entry.
•
(3 marks)
Market differences
= If they are based in an emerging economy and want to market to their home target market,
= If they are from a developed economy and want to target groups in an emerging economy.
(b)
Explain Wireless Internet Access?
•
Cost = Cell phones and the accompanying technology for mobile networks were less
expensive than fixed-line telephones.
•
History = “As a result of more than two decades of war…Cambodia has 4 to 6 million
landmines in the ground” = digging up the ground to lay telephone cable is simply too
risky.
.
•
Success story: How McDonald’s identified & capitalized on an e-marketing opportunity by
merging the anytime, anywhere capability of mobile phones with China's interest in soccer and
its rapidly growing consumer economy.
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(7 marks)
USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
(c)
•
During the 2002 World Cup Finals, McDonald’s developed a special SMS promotion for the
China market (world’s largest mobile telephone market).
•
McDonald’s sent an SMS alert to selected mobile phone subscribers explaining how to
download coupons for free ice cream, how to get a special Mc Smilie icon for their mobile
phones, and how to download a McDonald’s theme song as a special phone ringer.
Every mobile phone with a McDonald’s phone ringer promoted McDonald’s every time
the subscriber received an incoming phone call.
•
Results: Store sales increased.
Describe Cyber security and Cyber crime?
•
•
2(a)
•
Using the Internet to commit a crime.
• Identity Theft
• Hacking
• Viruses
Facilitation of traditional criminal activity and security threats
• Stalking
• Stealing information
• Pornography.
• Malware
• Software that has a malicious purpose
• Viruses
• Trojan horse
• Spyware
• Intrusions
• Any attempt to gain unauthorized access to a system
• Cracking
• Hacking
• Social Engineering
• War-driving
• E-Marketing news updates
(10
marks)
Define Data drive strategy?
•
Develop 3 research questions:
•
Are our buyers using our branded Web sites?
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(3marks)
USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
(b)
•
Should we invest in other Web sites?
•
If so, where should we place the advertising?
Elaborate on Marketing Knowledge Management with a scenario of implementation?
•
Knowledge management is the process of managing the creation, use and dissemination
of knowledge.
•
Data is the lubricant for a learning organization, and organizations are drowning in it.
•
Marketing insight occurs somewhere between information and knowledge:
•
Knowledge is more than a collection of information, but resides in the user,
•
People, not the Internet or computers, create knowledge; computers are simply
learning enablers.
•
Biggest challenges to whom?
•
IT Managers and E-marketers.
(7 marks)
MBA IV SEMESTER
USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
(c)
Illustrate a SDS sketch with all relevant theories?
Inte rnal Data
Secondary Data
Primary Data
Information: consumer behavior , compet it ive inte lligence
S
Produc t
Database
D
Cus tomer/
Pros pect Bas e
Other Data /
Info rma tio n
*M arke ting Kno wle dge *
Tie r 1
Segmentation
Targeting
Differentiat ion
Posit ioning
S
•
•
3
Tie r 2
Marketing
Mix
CRM
Pe rfo rma nce
Me trics
Regardless of whether data are collected online or offline, they are moved to various marketing
databases.
•
Product databases = product features, prices, and inventory levels.
•
Customer databases = customer characteristics and behavior.
•
Transaction processing databases are important for moving data from other databases
into a data warehouse.
(10
marks)
Data warehouses:
•
Store entire organization’s historical data.
•
Designed specifically to support analyses necessary for decision making.
•
The data in a warehouse are separated into more specific subject areas (called data
marts) and indexed for easy use.
Case Study
A Case Study on Dell:(10marks)
Jessica Vogel, Senior Global Marketing Manager, Dell, and her team saw an opportunity in what a
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USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
lot of marketers would consider a hassle — transitioning to a new email service provider.
Vogel said that generally, "We have made a strategic decision to focus on omni-channel and the
customer journey, which has helped us align to drive efficiencies and strategic changes throughout
the organization. As email continues to be a springboard to many of the big vehicles, it is something
that needs to remain a priority."
She added, “As we transitioned partners and major processes, it [was] a really good time to go back
and revisit some things that have been in place," she said.
The team was trying to find ways to improve across the board as they were re-coding email
templates "and, of course, looking for ways to optimize the template to have it get a fresh, new look
and increase all of our key performance indicators, if possible," she said.
The specific goal they identified for the effort, covered in this case study, was to determine the
impact of changing the position of the typical email's top navigation panel.
It's a small change for such a large company, but the team wanted to drill down to smaller aspects to
see if they could be a catalyst for bigger improvements.
According to Vogel, the team asked themselves, "You'll see many brands include navigation within
their email template, but why? Is it really a 'best practice'?"
Previously, there was a lot of focus on creating a similar email-to-site experience, she added, "but
our hypothesis was that moving the traditional top navigation to the email footer could lead to greater
hero engagement, and ultimately increase performance."
Historically, she said, the header had received a lot of browsing clicks, and the goal was not to lose
those clicks but to repurpose them to drive more traffic further down the purchase path to a higher
converting page.
"We have already implemented some innovations like HTML5 video, adaptive content [and]
animated GIFs … but there was an opportunity to revisit the basics and redirect browsing traffic to
converting traffic," she said.
She added that the team also included iconography within the footer test to give the navigation a
more visual look and feel. As a result, the team decided to run an A/B split test to learn and
understand what the results would look like for the Dell consumer segment. This change encouraged
them to focus on the "bones" of an email — the template — and test a new approach that helped
customers gravitate to the primary call-to-action more consistently. By reducing the noise on the
desktop and mobile versions by removing that header altogether, the performance across the board
significantly improved, Vogel explained. The main takeaway, she added, is to keep the message
simple, and allow the main call-to-action to do the heavy lifting in driving engagement. There are so
many other things that we can do," she said, including, adding "space to the side of our logo … Put
an animated GIF in there somewhere, really interactive ways to engage with us. Have icon-only
navigation instead of hyperlinks like we used to have. Instead of just hyperl inking words, the team
MBA IV SEMESTER
USN
PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
also used more iconography within the footer to give it a visual element.Do we need text at all?"
Answer the questions given below:
1. Identiy all strategies relate with business logics in the context of the case?
i.Call to action strategy.ii.Noise reduction iii.Email to site experience iv.Navigation panel V.To
implement HTML 5 and adaptive videos along with animated GIFs.
2. How do you create an email template and website content with relevant factors of consideration?
1.Welcome to the family as subject title.2.Hero message 3.iconography 4.Relevant information
5.Highlights of significant product utilities.
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