28 Jun E-Commerce & Internet Marketing – The positioning rule
Question
E-Commerce & Internet Marketing
Each response must be one decent paragraph. Name of the textbook enclosed.
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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