MKT 380

SPRING 2008

Instructions: This is a take home exam worth a total of 150 points. It is due 14 APR 08 at the beginning of class, in printed out, hardcopy form. Simply use these questions as headers, and answer to the best of your ability. Feel free to use bullets for lists, short answers, etc. Spell check. Put your name on each page, use a cover page, and use page numbers. Delineate which source text you use. (Meaning, do not give me a long list of answers. Repeat/re-write the question, keep it in a chapter section with the numbering scheme I have used, where the source text is broken out by section. I may have to go into the text area to check your answers and dont want to be wasting time looking in wrong spots.) E-Commerce Laudon, Traver text (3pts each) Chapter 1 1. What are the major limitations on the growth of e-commerce? Which is potentially the toughest to overcome? Chapter 2 2. Besides the examples given in the chapter, what are some other examples of vertical and horizontal portals in existence today? 3. How have the unique features of e-commerce technology changed industry structure in the travel business? Chapter 3 4. What technological innovation made client/server computing possible? What impact has client/server computing had on the Internet? 5. What are some of the challenges of policing the Internet? Who has the final say when it comes to content, such as with Yahoo! France? Chapter 4 6. What are the main differences between single-tier and multi-tier site architecture? 7. Compare and contrast the various scaling methods. Explain why scalability is a key business issue for Web sites. 8. What are some of the policies e-commerce businesses must develop before launching a site, and why must they be developed? Chapter 5

MKT 380

SPRING 2008

9. Explain how Internet security measures can actually create opportunities for criminals to steal, rather than prevent them. 10. Discuss why new and improved security measures are not enough to stop online crime. What is the missing ingredient? Chapter 6 11. What are the primary differences between SSL (Secure Sockets Layer) protocol and the SET (Secure Electronic Transaction) protocol? 12. Describe Pay Pals business model. Why has it become such a success when other forms of digital cash have failed? What are the main drivers of that success? Chapter 7 13. Name the five stages in the buyer decision process and briefly describe the online and offline marketing activities used to influence each. 14. Describe a perfect market from the suppliers and customers perspective. Explain why an imperfect market is more advantageous for businesses. Chapter 8 15. There is some controversy surrounding paid placements on search engines. What are the issues surrounding paid-placement search engines? Why might consumers object to this practice? 16. What are some of the steps a firm can take to optimize its search engine rankings? Chapter 9 17. Define universalism, slippery slope, the New York Times test, and the social contract rule as they apply to ethics. 18. What are some of the tactics illegal businesses, such as betting parlors and casinos, successfully use to operate outside the law on the Internet? Chapter 10 19. Describe the technological revolution that preceded the growth of ecommerce. What were some of the innovations that made later online retailing possible? 20. Name two assumptions e-commerce analysts made early on about consumers and their buying behavior that turned out to be false. Chapter 11 21. What are the pros and cons of using account aggregation services?

MKT 380

SPRING 2008

Chapter 12 22. What are the three dimensions that characterize an e-procurement market based on its business functionality? Name two other market characteristics of an e-procurement Net marketplace. Chapter 13 23. Under what conditions does a seller bias exist in an auction market? When does a buyer bias exist? 24. What are the two main types of vertical market portals, and how are they distinguished from one and other? Chapter 14 25. How has the Internet changed the packaging, distribution, marketing and sale of traditional music tracks? Internet Marketing Mitchie text (3pts each) When answering the following questions, please use complete sentences and be complete. 1. Describe the differences (both positive and negative) of selling products vs. services and why selling information as a product is attractive in regards to e-commerce? 2. Explain/define: a. Conversion rate b. Impressions c. Click-through rate d. Payment per action e. Cost per visitor f. Cost per sale 3. What kinds of things should you track on your website? 4. How many responses do you need to get a statistically significant response rate when using things like emails? (according to this author) Give an example not in the book. 5. When choosing a Web host, what speed should you be looking for as a minimum? (T1, etc.)

MKT 380

SPRING 2008

6. What are keywords? Where do you use them in your site? Give examples. 7. List the common types of metatags and their uses. Give examples. 8. What are the 4 ways to get an Internet merchant account? 9. What attributes should you look for in a shopping cart for your site? 10. When is the best time to send email? 11. What is an ISP Whitelist and how does it affect spam filters? 12. What kinds of things can you do to build an opt-in email list? 13. What is an auto responder? Give examples. 14. What are the 5 simple steps to write an email? 15. List some reasons to publish an ezine or online/digital newsletter. 16. What is the difference between a Search Engine and a Directory? 17. What are some inside and outside factors of how search engines rank Web pages? 18. Explain the characteristics and differences between the top 5 Search Engine sites listed in the text (page 189). 19. List and define some tips for improving click through rates on your banner ads. Dot Con Cassidy text Please answer the following questions in short answer / essay format. 1. Explain any lessons learned from the history / stories from this text. Is there anything you found of value worth carrying forward? (9pts) 2. Do you see any similarities between this tech bubble story and the current housing bubble in todays news? Are there any effects from either bubble you think will affect you personally? (9pts)