RStudio Data Analysis

Write the code in RStudio to solve the questions. Post all the codes in a document.

1. In a study examining smoking and lung cancer, a random sample of men between the ages of 55 and 60 was obtained. The smoking and disease status of each sampled subject was ascertained. For each subject, a ’1’ is assigned if the subject had lung cancer (case) and a ’0’ if not. Similarly, a ’1’ indicates that a subject is a smoker and a ’0’ indicates a nonsmoker. The data are found in the Excel file ‘LungCancer’. • Read the data into R, and use table() function to produce a contingency table summarizing these data. • Assuming that there is no association between smoking and lung cancer, compute a table of ‘expected’ counts. • By hand, compute the observed value of the test statistic for testing association between lung cancer and smoking. • Assuming there is no association, what is the distribution of the test statistic? • Using R, compute the p-value for a test of association, and give a detailed conclusion based on the p-value and a comparison of the tables observed and expected counts. 2. The following data are from a study examining the incidence of tuberculosis in relation to blood groups in a sample of Eskimos. It is of interest to determine if there is any association between the disease and blood group within the ABO system. Severity O A AB B Moderate-advanced 7 7 7 13 Minimal 27 34 12 18 Not Present 55 52 11 24 • Assuming that there is no association between disease and blood group, compute a table of ‘expected’ counts. • By hand, compute the observed value of the test statistic for testing association between disease and blood group. • Assuming there is no association, what is the distribution of the test statistic? • Using R, compute the p-value for a test of association, and give a detailed conclusion based on the p-value and a comparison of the tables observed and expected counts.

4. The file ‘growth’ gives data on the height of a white spruce tree measured annually for 50 years. Letting Yt denote the height of the tree at year t > 0, we consider describing the growth of the tree over time with a non-linear model Yt = f(t) + ²t , ²t iid∼ N(0, σ2 ). Three growth curves are considered for f(t) (a) Logistic: f(t) = a/(1 + b ∗ exp{−ct}) (b) Gompertz: f(t) = a exp{−b exp{−ct}} (c) Von Bertalanffy: f(t) = a − a exp{−b(t + c)} • Fit all three models using the non-linear least squares function nls() in R. Explain how you are choosing the starting values for nls() in each case. Produce a figure depicting the estimated curves all on the same plot, along with the observed data. Be sure to include a legend to distinguish the different curves. • For each of the three models, give a 95% confidence interval for limt→∞f(t). What does this represent? • Select the best of the three models, and plot an estimate of the derivative df(t) dt , which represents the rate of growth over time.

Writing Assignment – Macro Nutrient Disease

NUTR 3334

Advanced Nutrition

MODULE THREE: Assignment Guidelines

For this module, you must complete the following:

· Study the power point notes

· Use the audios

· Complete the quiz

· Complete project outlined below

· Take the exam

· Do the discussion board

Macro Nutrient Disease

Part 1:

Select an inborne error in metabolism which causes a disease that negatively affects a macro-nutrient. Fat, sugar or protein is either mal-absorbed or incorrectly stored or metabolized. There are many of them listed in the chapters for those macros. (Do not do diabetes please-select something more obscure or rare). (also do not pick atherosclerosis or marasmus and kwashiorikor) Write a 1-2 page, single spaced article about the disease and what causes it. Include 2 minimum scientific peer-reviewed references-your book is not one of the 2 references but could be reference # 3. Check out the references at the end of the chapters for that disease. Write this section (Part 1) as if you were writing to fellow health professionals.

Part 1 is worth 80 points.

Part 2:

Select a patient, you determine the age and sex of the patient and re-word your part one above as if you were explaining it to your patient. Put it in a language you feel they will understand and use examples to help clarify. 1-2 pages, single spaced.

Part 2 is worth 80 points.

Part 3:

Part 3 is worth 40 points.

For part 3, write a recommendation of changes to the patient’s diet in a language the patient understands. 1 page single spaced. A grading rubric is located in Blackboard. I am not as stric

Teens With Mental Illness

Assignment 08

HE470 Medical Law and Ethics

Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use correct English, spelling, and grammar. Sources must be cited in APA format. Your response should be four (4) double‐spaced pages; refer to the “Format Requirementsʺ page for specific format requirements.

 

Euthanasia, as explained in your readings in this course, is a hotly debated topic that challenges one’s convictions. With the information learned in this course, along with outside research, consider the following questions in a coherent paper.

 

1. Differentiate between palliative care and life-saving care. Provide two (2) examples of palliative care and explain each example.

 

2. Discuss ethical and legal considerations surrounding euthanasia.

 

3. Compare and contrast passive and active euthanasia from the article below and incorporate material from your assigned readings.

 

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CFwQFjAHahUKEwi2k6mR4qPHAhWT6YAKHY09DsE&url=http%3A%2F%2Fsciencedomain.org%2Fdownload%2FMTAwOTNAQHBm&ei=vlnLVba8O5PTgwSN-7iIDA&usg=AFQjCNHUfGvYIZ7zkcxH0V_by3o6EzSlLw&bvm=bv.99804247,d.eXY

Which affiliate marketing strategy do you think is the most effective?

Marketing on the Web

CHAPTER 4

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Learning Objectives

In this chapter, you will learn:

How firms use product-based and customer-based marketing strategies

Strategies for communicating with different market segments

To identify customer’s characteristics as they move through the customer relationship life cycle

How online advertising has developed and grown

 

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Learning Objectives (cont’d.)

About e-mail marketing strategies

About technology-enabled customer relationship management

How to create and maintain brands on the Web

How businesses use social media in viral marketing campaigns

About search engine positioning tactics and domain name selection strategies

 

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Introduction

When household products were purchased primarily by women, ads depicting the father as inept might have made sense

Men now take a larger role in these decisions and companies have turned away from adverting that makes a joke of men’s experiences

In 2012 Kimberly-Clark faced a firestorm of criticism for portraying men as incompetent caregivers

Company now regularly engages with “dad-focused” social media outlets and participates in the annual Dad 2.0 Summit

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The Four Ps of Marketing

Product is the physical item or service sold

Brand is the customers’ product perception

Price is amount customer pays for product

Customer value is customer benefits minus total cost

Promotion includes any means to spread word about product

Place (distribution) is the need to have products or services available in many different locations

Getting right products to the right places at the best time to sell them

 

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FIGURE 4-1 The four Ps of marketing contribute to marketing strategy

© Cengage Learning 2017

 

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Product-Based Marketing Strategies

Managers often think in terms of products and services sold

Works well when customers think of needs in terms of product categories

Web site examples: Office Depot, Staples, Sears

Not an efficient Web site design when customers look to fulfill a specific need

Design Web site to meet individual customer needs

Offer alternative shopping paths

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Customer-Based Marketing Strategies

Web sites designed to meet various types of customers’ specific needs

Initial step is to identify customer groups sharing common characteristics (demographic)

Make site more accessible and useful for each group

Companies need to take view beyond internal perspective

Current university Web sites focus design on needs of stakeholders (current students, prospective students, parents of students, potential donors, faculty)

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Communicating with Different Market Segments

Media selection or choosing where to market and advertise a company can be critical for an on-line only firm

No physical presence

Only customer contact made through image projected through media and Web site

Online firm challenge is to obtain customer trust with no physical presence

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Trust, Complexity, and Media Choice

The Web is a very broad, intermediate step between mass media and personal contact

Web communication offers advantages of personal contact selling with mass media cost savings

Mass media advertising offers lowest trust level but many companies still use it successfully

Product complexity is a factor in media choice

Many companies use blogs to communicate

Blogs and social media allow companies to engage in two-way communications that more closely resemble the high-trust personal contact communication mode

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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FIGURE 4-2 Trust in three communication modes

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Market Segmentation

Divides potential customer pool into segments defined by customer characteristics

Micromarketing is the practice of targeting very small market segments

Hampered by cost increases

Three categories to identify market segments

Geographic segmentation

Demographic segmentation

Psychographic segmentation

Television advertisers use all three categories

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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FIGURE 4-3 Television advertising messages tailored to program audience

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Market Segmentation on the Web

Web presents an opportunity for different store environments online

Juicy Couture site targets young, fashion-conscious buyers while Talbots site targets older, more established buyers

Retail stores have limited floor and display space

Must convey one particular message

Web stores can provide separate virtual spaces for different market segments

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Offering Customers a Choice on the Web

One-to-one marketing offers products and services matched to needs of a particular customer

Example: Dell

Offers several different ways to do business

Home page links for each major customer group

Specific products, product categories links available

Dell Premier accounts

High level of customer-based market segmentation

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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Segmentation Using Customer Behavior

Same person requires different combinations of products and services depending on the occasion

Behavioral segmentation is the creation of separate customer experiences based on behavior

Called occasion segmentation when based on things happening at a specific time or occasion

Much easier in the online world to design a single Web site that meets the needs of visitors in different behavioral modes

Customizing visitor experiences to match site usage or visitor type is usage based market segmentation

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Browsers

Some visitors just surf or browse sites

Web site must offer something to pique visitors’ interest

Trigger words prompt visitors to stay and investigate products or services

Links to explanations or instructions helpful for this type of visitor

Include extra content related to products and services

Visitors who develop a favorable impression are more likely to buy or bookmark site for a return visit

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Buyers

Ready to make a purchase right away

Site should offer a direct route into purchase transaction

Shopping cart is the part of the Web site that keeps track of items selected for purchase and automates purchasing process

Page should offers link back into shopping area and allow shoppers to create an account

Primary goal is to get buyer to shopping cart as quickly as possible

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Shoppers

Motivated to buy but looking for more information before purchase

Offer comparison tools, product reviews, and features lists

Person may visit a Web site one day as a brower and return later as a shopper or buyer

People do not retain behavioral categories from one visit to the next even for the same Web site

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Alternative Models

McKinsey & Company’s six behavior-based categories

Simplifiers (convenience)

Surfers (find information, explore new ideas, or shop)

Bargainers (search for good deals)

Connectors (stay in touch with other people)

Routiners (return to same sites over and over)

Sportsters (spend time on sports, entertainment sites)

Must identify groups and formulate ways of generating revenue

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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FIGURE 4-4 Web site visitor categories based on a behavioral segmentation study

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Customer Relationship Intensity and Life-Cycle Segmentation

One-to-one marketing and usage-based segmentation strengthen companies’ relationships with customers

Good customer experiences create feelings of intense loyalty

Typical five-stage model of customer loyalty

First four stages show increase in relationship intensity: awareness, exploration, familiarity, commitment

In the fifth stage (separation), decline occurs and the relationship terminates

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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FIGURE 4-5 Five stages of customer loyalty

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© Cengage Learning 2017

 

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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)

Touchpoints are online and offline customer contact points

Goal of providing similar levels and quality of service at all touchpoints is touchpoint consistency

Characteristics of the five stages

Awareness: customers recognize company name, product

Exploration: customers learn more about company, products

 

 

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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)

Characteristics of the five stages (cont’d.)

Familiarity

Customers have completed several transactions

Customers aware of returns and credits policies

Customers aware of pricing flexibility

Customers just as likely to shop competitors

Commitment

Customers experience highly satisfactory encounters

Customers develop fierce loyalty or strong preference

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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)

Characteristics of the five stages (cont’d.)

Separation

Conditions that made relationship valuable change

Parties enter separation stage

Goal is to move customers into the commitment stage as quickly as possible and keep them there as long as possible

Only want to see customers move into the separation stage if they are costing more to serve than they are worth

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Customer Acquisition: The Funnel Model

Conceptual tool used to understand the overall nature of a marketing strategy

Also provides a clear structure for evaluating specific strategy elements

Similar to customer life-cycle model but less abstract

Better job at showing effectiveness of two or more specific strategies

 

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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© Cengage Learning 2017

FIGURE 4-6 Funnel model of customer acquisition

 

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Costs of Customer Acquisition, Conversion, and Retention

Benefits of acquiring new visitors are different for Web businesses with different revenue models

Acquisition cost is the amount of money spent to bring one customer to the site

Conversion is converting a visitor into a customer

Conversion cost is the total amount of money a site spends to induce a visitor to purchase, subscribe or register

Retained customers return to site after purchase

Retention cost is the cost of inducing customers to return to a Web site and buy again

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Advertising on the Web

Can use five-stage customer loyalty model

Awareness stage: message should inform

Exploration stage: message should explain how product works and encourage switching brands

Familiarity stage: message should convince customers to purchase products or request a call

Commitment stage: message should reinforce good feelings and remind customers to buy

Separation stage customers not targeted in ads

Online ads should be coordinated with existing advertising efforts

 

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Display Ads

Small rectangular object with stationary or moving graphic also called banner ads

Includes hyperlink to advertiser’s Web site

Versatile: informative and persuasive functions

Attention-grabbing ads include audio and video

Created using Shockwave, Java, Flash

Interactive marketing unit (IMU) ad formats

Voluntary standard ad sizes

Universal ad package (UAP)

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Display Ads (cont’d.)

Leaderboard ad is designed to span Web page top or bottom

Skyscraper ad is designed to be placed on the side of a Web page

Remains visible as user scrolls through page

Two sizes of rectangle ads

Advertising agencies and web site design firms create display ads for online clients

Price range $50 to more than $8000 depending on complexity

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FIGURE 4-7 Interactive Advertising Bureau Universal Ad Package format standards

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Display Ad Placement

Use an ad exchange network which coordinates ad sharing

Find Web sites appealing to company’s market segments and pay sites to carry ad

Most companies use an ad agency to negotiate rates and help with ad placement

Use a display advertising network as a broker between advertisers and Web sites that carry ads

Large networks such as DoubleClick (Google) offer may of the same services as ad agencies

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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New Strategies for Display Ads

Click through rates .3 to .5 percent

Research suggests Web site visitors are influenced by ads they don’t click but advertisers reluctant to pay for ads that don’t produce measurable results

Approaches

Animated GIFs with moving elements

Display rich media effects (video clips)

Add interactive effects (Java programs) that respond to user’s click with some acton

Ads appearing to be dialog boxes

© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

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FIGURE 4-8 Disguised display ads

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Intrusive Ad Formats

Pop-up ad appears in its own window when user opens/closes Web page and require the user to click a small close button in the window of the ad

Annoying and may create lasting bad will, but many advertisers find them to be effective

Ad-blocking software prevents display ads and pop-up ads from loading

Interstitial ads open in their own browser page when a user clicks to load a page

May close automatically or require user to close

Larger and more annoying than pop-up ads

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Rich Media and Video Ad Formats

Generate graphical activity that “floats” over the Web page itself

Always contain moving graphics and usually include audio and video elements

Video ads are a form of rich media ad used on Web sites that deliver video

Either free standing or integrated into videos the site visitor selects to watch

A pre-roll video ad requires a visitor to view all or part of an ad before the content selected plays

Most video ads are 10 to 30 seconds long

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FIGURE 4-9 Average time spent (hours per day) with various media, 2016 population estimates

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Text Ads

Short promotional message with no graphic elements

Usually placed along Web page top or right side

Google found these ads to be less obtrusive than display ads but very effective

Criticized for including unobtrusive ads on its pages, Google now clearly labels ads to prevent confusion

Inline text ad are text in stories displayed as hyperlinks

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Mobile Device Advertising

Tremendous usage growth for mobile devices connected to Internet

Some mobile software applications (mobile apps) include advertising element

Messages displayed from advertisers

Part of the app screen or in a separate screen

Mobile apps’ advertising space marketed in same way as Web sites’ banner advertising

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Site Sponsorships

Web sites offer advertisers opportunity to sponsor all (or parts) of their sites

More subtle way of promoting products

Goals similar to sporting event sponsors, television program sponsors

Tie company (product) name to an event (set of information)

Ethical concerns raised if sponsor allowed to create content or weave advertising into site’s content

Should always be clearly identified as advertisement

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Online Advertising Cost and Effectiveness

Issue of measuring Web site effectiveness has become important

Pricing metric is cost per thousand (CPM) for mass media advertising

“M” from Roman numeral for “thousand”

Dollar amount paid for every thousand people in the estimated audience

Cost per click (CPC) is an alternative to CPM

Charge is for click

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Online Advertising Cost and Effectiveness (cont’d.)

Visit is when visitor requests a page from a Web site

Trial visit is the first time a particular visitor loads a Web site page

Repeat visit is subsequent page loads

Each page loaded by visitor counts as a page view

If page contains an ad, called an ad view

Some Web pages have display ads that load

Each time the display ad loads is an impression

If visitor clicks the display ad, action is a click or click-through

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FIGURE 4-10 CPM rates for advertising in various media

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Online Advertising Cost and Effectiveness (cont’d.)

Difficult for companies to gauge the cost and benefits of advertising on the Web

Many have developed new metrics to evaluate the number of desired outcomes advertising yields

Number of new visitors who buy for the first time after arriving via a click-through can be used to calculate advertising cost of acquiring a customer on the Web

Most analysts agree that online advertising is much more effective if properly targeted

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E-Mail Marketing / Unsolicited Commercial E-mail (UCE, Spam)

Can be a powerful element of advertising strategy

Used to announce new products or features

Used to announce sales on existing products

Unsolicited Commercial E-mail (UCE, Spam, bulk mail) is electronic junk mail

Includes solicitations, ads or e-mail chain letters

Wastes time, disk space, and consumes large amounts of Internet capacity

Key element to avoid engaging in spam

Obtain customer approval prior to sending

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Permission Marketing

Conversion rate is the percentage of recipients responding to an ad or promotion

Ranges from 10% to more than 30% on requested e-mail messages

Opt-in e-mail is the practice of sending e-mail messages to people who request information

Part of permission marketing strategy

Example companies: ConstantContact, Yesmail, Return Path

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Combining Content and Advertising

Using articles, news stories of interest to specific market segments increases acceptance of e-mail

Advertisers send content by using hyperlinks inserted into e-mail messages

Takes customers to advertiser’s Web site content

Easier to induce customer to stay on the site and consider making purchases

Coordination across media outlets is an important element in any marketing strategy

Other marketing efforts undertaken at the same time should be consistent with the e-mail’s message

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Outsourcing E-Mail Processing

Number of customers opting in to information-laden e-mails can outgrow capacity of an information technology staff

An e-mail processing service provider will manage an e-mail campaign at cost of 1-5 cents per address

Many companies will also help clients purchase lists of e-mail addresses from companies that compile lists

 

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Technology-Enabled Customer Relationship Management

Clickstream is the information that a Web site can gather about its visitors

Technology-enabled relationship management occurs when firm obtains information on customer behavior, preferences, needs and buying patterns to

Set prices, negotiate terms, tailor promotions, add product features, customize customer relationship

Also called Customer relationship management (CRM), technology-enabled customer relationship management or electronic customer relationship management (eCRM)

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FIGURE 4-11 Technology-enabled relationship management

and traditional customer relationships

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CRM as a Source of Value

Marketspace is commerce in the information world

Value creation requires different processes in the marketspace

Information itself a source of value

Use information to create new value for customers

Should provide customized, value-added digital products and services in the marketspace

Early CRM systems failed due to being overly complex and requiring too much staff time

Recently, companies have had more success with systems that are less ambitious

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CRM as a Source of Value (cont’d.)

Good CRM systems gather information from every customer touchpoint

Multiple sources of information about customers, their preferences, their behavior is entered into a large database called a data warehouse

Data mining (analytical processing) examines stored information and looks for patterns

Statistical modeling is a technique that tests CRM analysts’ theories about relationships among customer and sales data elements

 

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FIGURE 4-10 Elements of a typical CRM system

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Creating and Maintaining Brands on the Web / Elements of Branding

Branded products easier to advertise and promote

Each product carries reputation of the brand name

Value far exceeds cost of creating them

Three key brand elements

Product differentiation clearly distinguishes product

Relevance is degree to which product offers utility to a potential customer

Perceived value (key element) occurs when customer perceives a value in buying product

Environmental changes cause brands to lose value

 

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FIGURE 4-13 Elements of a brand

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Emotional Branding vs. Rational Branding

Emotional appeals work well on television, radio, billboards and print

Ad targets in passive information acceptance mode

Difficult to convey on Web which is an active medium controlled by customer

Rational branding offers to help Web users in some way in exchange for viewing an ad

Relies on cognitive appeal of specific help offered

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Affiliate Marketing Strategies

One firm’s Web site (affiliate site) includes descriptions, reviews, ratings, other information about a product linked to another firm’s site that offers the item for sale

Affiliate site receives a commission for every visitor who follows a link to the seller’s site

Affiliate saves expense of handling inventory, advertising and promoting product, transaction processing

Amazon.com was one of the first to create a successful affiliate marketing program on the Web

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Affiliate Commissions / Cause Marketing

Pay-per-click pays commission each time a visitor clicks the link and loads the seller’s page

Pay-per-conversion pays when visitor becomes a qualified prospect or customer

Affiliate program broker serves as a clearinghouse for sites interested in affiliate programs

Cause marketing benefits a charitable organization

Affiliate site created to benefit charity

Sponsoring company makes a donation when a visitor clinks a link

Higher click-through rates than typical ads

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Viral Marketing Strategies and Social Media

Viral marketing relies on existing customers to tell prospective customers about products or service

BlueMountain Arts electronic greeting cards include a link to the greeting card site

Social media marketing is best done using an indirect approach

Encourage community to discuss the desirability of a product or service

Web site followers on a company’s discussion activity are called fans

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FIGURE 4-14 Viral marketing through social media

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Search Engine Positioning and Domain Names

Ways that potential customers find Web sites

Referral by a friend

A link on a referring Web site

Referral by an affiliate marketing partner

Site’s URL in print advertisement, television

Unintentional visit after mistyping similar URL

Use of a search engine or directory Web site

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Search Engines and Web Directories

Web site that helps people find things on the Web

Spider (crawler, robot, bot) program automatically searches Web for potentially interesting Web pages

Index (database) is the storage element

Search utility takes search terms entered by visitors and finds matching Web page entries

Search engine ranking uses factors to decide which URLs appear first on searches for a search term

Search engine positioning (optimization, placement) is the art and science of having a particular URL listed near the top of a search engine

 

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Paid Search Engine Inclusion and Placement

Paid placement (sponsorship, search term sponsorship) offers the option of purchasing a top listing on results page for a particular search term

Another option is to buy display ad space at the top of search results pages that include certain terms

Search engine positioning is a complex subject

Some sites use search engine placement brokers to sell ads and Google uses their AdWords program

Contextual advertising is ads placed in proximity to related content and localized advertising is ads related to location on search results

 

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FIGURE 4-15 U.S. online advertising expenditures, actual and projected

Source: Adapted from reports by ClickZ, eMarketer, Forrester Research, Nielsen, and Internet Retailer

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FIGURE 4-16 Global advertising expenditures by medium, 2016 estimates

Source: Adapted from reports by eMarketer, Nielsen, and ZenithOptimedia

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Web Site Naming Issues

URLs should reflect company name or reputation

Important part of establishing Web presence

Troublesome domain names can lead to purchasing more suitable domain names

www.iflyswa.com changed to www.southwest.com

www.delta-air.com changed to www.delta.com

Companies often buy more than one domain name to ensure users find the intended site

Prevents problems due to misspelled words

Many companies have different names or forms of names associated with them

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Buying, Selling, and Leasing Domain Names

Artuframe purchased the URL art.com and had a 30% increase in site traffic the next day

When company failed, the domain name was bought by another art company who had a 100% increase in site visitors the first month

Market for domain names continues to be active

Names that include general topic terms often bring high prices

Many invested in highly desirable domain names

Leasing the rights to domain names is an option that is usually done through URL brokers

 

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FIGURE 4-17 Domain names that sold for more than $5 million

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URL Brokers and Registrars

Broker sell, lease, auction valuable domain names

Unissued or unused domain names can be purchased from a domain registrar

Internet Corporation for Assigned Names and Numbers (ICANN) maintains accredited registrars list

Registrars offer domain name search tools

Domain name parking (domain name hosting)

Service permitting domain name purchaser to maintain simple Web site so the domain name remains in use

Fees much lower than a typical Web site

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