Ch. 2 E-Commerce Marketing

• Which of the following are important to identify as part of a marketing strategy?

  • The target market
  • A marketing mix
• Specific digital marketing activities that assist in realizing overall strategy are digital marketing

  Tactics
• What are the stages of the strategic digital marketing planning process in order

  1. Organizational and marketing overview, situational analysis
  2. Digital marketing objectives, strategies, and tactics
  3. Digital marketing analytics and implementation plan
• What is the 4P strategy with the appropriate question a marketer should ask to address it.

  Product --> Are we providing value through digital services?

  Pricing --> Pricing Drop zone Should we use subscription based fees, flat-fees, bundled, freemium, or others?

  Place --> What is the digital marketing channel?

  Promotion --> Should we create evergreen digital marketing content that remains relevant over time?
• Through which of the 4P's of digital marketing strategy does the marketer communicate value?

  Multiple choice question.


  Product
• Subscription-based pricing


  A monthly fee 
• Flat-fee pricing


  Unvarying price for a service
• Bundled pricing


  A lower cost if a customer purchases two or more products
• Freemium pricing


  No-cost basic service
• What is the difference between digital marketing strategy and digital marketing tactics?

  Digital marketing strategy is a higher-level plan while tactics are more specific activities.
• Stage 1: Organizational and Marketing Overview

  Understand the organization's mission and vision.
• Stage 2: Situation Analysis and Digital Marketing Objectives, Strategies, and Tactics

  Understand the environments in which the digital marketing is to take place.
• Stage 3: Digital Marketing Analytics and Implementation Plan Stage


  Determine the budget that will be allocated to digital marketing.
• Omni-channel 


  Offering products online and in physical stores.
• Disintermediation

  Choice


  Removing marketing channels.
• Digital channel


  Interacting with consumers through a variety of digital tools.
• Implementing feature upgrades at different times in a Blank______ (PLC) can increase desirability over time.

  product life cycle
• Through which of the 4P's of marketing strategy does the marketer communicate their products and brands to consumers?

  Promotion
• Why is it important for the digital marketer to be clear about pricing?

  Search engines and other digital tools are readily available to compare prices.
• Essential for promotional strategies, an optimal Blank______ is consistent in its purpose to provide value across platforms.

  content strategy
• Specific digital marketing activities that assist in realizing overall strategy are digital marketing

  Tactics
• Digital assets include which of the following?

  • Content
  • Websites
  • Data
• The selection of platforms that are relevant to the target market of an organization is a part of an Blank______ (IMC) strategy.

  integrated marketing communication
• Add

  Does our digital marketing convey to consumers the value of our product or service?
• Allure


  Do our strategies increase consumer interest by means of attractive design?
• Adapt/Adjust


  Is our digital marketing campaign meeting the required analytics?
• Advance

  Do we use digital strategies to encourage consumers toward purchase?
• Evergreen content


  Continually relevant content
• Word-of-mouth (WOM) marketing

  Online dialogue with others about a product
• Native advertising

  Product content appearing to look like a news article
• Which of the following are reasons that a customer may not advance toward a purchase?

  • Poor user experience 
  • Clunky processes
  • Unenticing design
• The collection of valuable digital items an organization owns, including content, data, websites, and accounts are its

  Multiple choice question.

  Digital assets
• What should digital marketers do to keep pace with consumer trends?

  • provide relevant digital marketing and optimal experiences based on understanding consumer behavior.
  • adapt their digital marketing accordingly.
• Omni-channel 


  Offering products online and in physical stores.
• Disintermediation


  Removing marketing channels.
• Digital channel


  Interacting with consumers through a variety of digital tools.
• Which of the 7A's of digital marketing strategies includes the tactic of using logos, graphics, and colors to help the consumer make a connection between the brand and a product?

  Associate
• Which of the following analyzes what other organizations in the same digital market are doing and how they are succeeding at it?

  Competitor analysis
• Which of the following is an allure strategy that involves talking about the brand as opposed to just a traditional ad?

  storytelling
• A competitive _______ , strategy involves keeping an eye on competitors and looking for new ones that crop up.

  vigilance