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eBusiness Marketing/Management Questions (5)

1. Reflecting on e-Business Promotion, what is important in motivating an audience to take action? Please be very detailed in your answer as you describe and discuss the need for such motivation in today's e-business environment.

2. Describe how online communities target individuals and what it takes to make a successful online community. Further, explain how you could create an online community to increase potential e-Business sales for a particular company.

3. Discuss why privacy on the Internet is an issue and what e-businesses can do to ensure privacy. Also, please give examples of what can go wrong in the e-Business environment if privacy is not considered important by an e-Business entity.

4. Describe the roles that leadership and organizational culture play in giving an e-business its unique advantages. Specifically, please give examples of how leadership and organizational culture can impact the operation of e-business.

5. Describe the measures that businesses can use to judge e-business success. Develop sample criteria (checklist) that you would use to judge any particular type of e-business of your choice. Finally, please explain why you chose the various criteria for evaluating an e-business. One important criteria would be availability (i.e., 24/7 support).

Min 300 words each question. List References.

Solution Preview

1. Reflecting on e-Business Promotion, what is important in motivating an audience to take action? Please be very detailed in your answer as you describe and discuss the need for such motivation in today's e-business environment.

a. Brand messaging (BM) is essentially one of the most important elements in promotions, it is a method of one-way communication that enables consumers to discover new products and services. Most organizations develop innovative ways to inform the public of the organizations differentiation in content in comparison to the competition. Brand messaging is both innovative and persuasive and allows the organization to integrate the corporate vision to all perspective clients. Many theorists suggest that there are several stages in online consumer behavior which include the following:

i. Awareness (knowledge of company and what they have to offer)

ii. Search behavior (websites that are of primary concern to the consumer)

iii. Task completion (order fulfillment).

iv. Consumption (types of products and services that interest the consumer)

v. Frequency (how often the consumer visits a website).

vi. Loyalty (how long the consumer visits the eCommerce website, and how often the consumer makes purchases from the website).

"The process of building awareness is facilitated by a recognized brand, either through online branding activities or as a result of an established offline brand. On the Internet, BM builds a consumer's awareness through the use of a brief ad, that consumers can view as a banner with a compelling message and clicks on it, thereby initiating a visit to a website" (Roberts, 2003). In addition to brand messaging another important mechanism for inspiring consumer behavior is consumer relations management (CRM), consumers often conduct business with an organization whom they can trust, one who is reputable. For example, Dove is known for promoting a pure and quality product that is for every woman, I remember a time when Dove glorified the true beauty of women through their product. "In 2004, Dove launched the very successful campaign for 'Real Beauty' which features real women, not models, advertising Dove's firming cream. The advertisements focus on promoting real, natural beauty, in an effort to offset the unrealistically thin and unhealthy archetypal images associated with modeling. The sentiment is articulated rather strongly through their slogan 'real women have curves' (Traister, [Prior 2004; Bowery, Reed, Di Leo 2005] 2010). The Dove brand relayed a message that all women possess a natural beauty, the company went as far as to have a billboard with women from all walks of life, ethnicities, and various shapes and sizes. The message from Dove was that of empowerment for women to love the skin 'their in' and to not be intimidated by what Hollywood classifies as beautiful.

2. Describe how online communities target individuals and what it takes to make a successful online community. Further, explain how you could create an online community to increase potential eBusiness sales for a particular company.

Online communities are derived from a user's common interest. 21st century organizations discovered the effectiveness of online forums ranging from unique consumer interests (i.e. nation of online and offline gamers, technology, etc.) to organizational feedback generation on a plethora of products and services (i.e. Amazon, EBay, etc.). For example, popular movie streaming websites such as; Crackle, or Hulu have an engaging online community that enables users to comment on movies by providing both negative and positive feedback as to whether the movie was worth watching or not worth the time. The online community allowed newcomers to the website to use the informative feedback to make a decision on what to watch. ...

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