E-Commerce & Internet Marketing
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Can you please help me with these questions. I am having difficulty with this tech world. Each response must be one decent paragraph. Name of the textbook enclosed. Thanks in advance for your help.
1. The positioning rule of thumb states that "Mediocrity deserves no praise." What does this statement mean? Do you agree with this statement? Explain your answer.
2. Why is a company able to directly control the differentiation of its brand but not its positioning?
3. Under what circumstances would it make sense to take an existing brand name online? When would it not make sense?
4. What type of pricing strategy would you use to introduce a new product for wireless Web access? Why?
5. Why would manufacturers invite consumers to search for and print coupons from the Web? Might this approach encourage customers who were prepared to pay full price to simply use the Net to lower their costs?
6. The text made a comment that social media should still be considered media even though they often carry free marketing communication messages. How would you justify this to an ad agency media buyer whose task is to buy paid media?
7. What are the five levels of relationship intensity and why do e-marketers strive to move customers to the top level?
8. Do you agree with the statement that the customer's goal in relationship marketing is choice reduction? Are consumers really such creatures of habit? Why or why not?
Frost, R. & Strauss, J.,(2012). E-Marketing. (6th ed). New York: Prentice Hall
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Solution Summary
This solution explains the statement "mediocrity deserves no praise" and if this is a reasonable statement. Also, discusses why a company is able to directly control the differentiation of its brand but not its positioning; under what circumstances it would make sense to take an existing brand name online; what type of pricing strategy would you use to introduce a new product for wireless Web access and why; why manufacturers invite consumers to search for and print coupons from the Web and if this approach encourages customers who were prepared to pay full price to simply use the Net to lower their costs. In addition, it discusses how to justify social media to an ad agency media buyer; explains the five levels of relationship intensity and why e-marketers strive to move customers to the top level and if the statement that the customer's goal in relationship marketing is choice reduction and if consumers are really such creatures of habit.
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1. The positioning rule of thumb states that "Mediocrity deserves no praise." What does this statement mean? Do you agree with this statement? Explain your answer.
"Mediocrity deserves no praise" means that since positioning is based upon the consumer's perspective, brands that have done an incomplete or mediocre job positioning themselves against their competitors are unlikely to stand out, and thus will not earn praise. By failing to establish a position (through brand differentiation) a company fails to have control over their brand. Brands must distinguish themselves from their competitors. Ultimately, companies want to increase the "chatter factor" of their product, or as Berger points out in 'Contagious,' the social currency of the brand. This impacts the likelihood of sales. This is why companies work hard at achieving success in social media.
2. Why is a company able to directly control the differentiation of its brand but not its positioning?
The text states, "differentiation is what a company does to the product (and) position is what it does to the customer's mind" (Frost & Strauss, 2012). A company can control their product in terms of quality, price, availability or in terms of customer relationship management. Each of these factors influences differentiation. However, the customer determines how this differentiation impacts the brands position in the market. Consumer perspective impacts the positioning of a brand based on the rest of the market. A company can give information to the customer to help them form their perceptions, but ultimately, the processing of this information in the consumer's mind is the basis of positioning.
3. Under what circumstances would it make sense to take an existing brand name online? When would it not make sense? ...
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