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“The most powerful global brands are not enterprises that were founded in the Internet era.” True or False?
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| bet | 13/16 | | Sana | 19.03.2017 | | Hajmi | 36.08 Kb. | | #260 |
5. “The most powerful global brands are not enterprises that were founded in the Internet era.” True or False?
Table 1.2 says it is a mix. Who are the top Internet brands and who are the top “old economy” brands and how have they achieved top status is a more interesting question. I would argue that, in both cases, it is understanding the Internet and integrating all their activities, online and offline. That may have been harder for the old economy brands, but it is the secret of success for both.
6. The Internet marketing paradigm includes both marketing inputs and marketing actions. Discuss the major components of both the inputs and the actions.
You can use this question to reinforce the importance of integrating online with offline marketing effort, since the inputs include both interactive and offline channels. Students may not have much understanding of business models at this point. They should be sensitive to social and regulatory issues from the beginning of the course. There has typically not been a lot of regulatory activity, but the discussion of “Net Neutrality” is an exception.
The marketing actions are characterized as advertising and promotion, ecommerce and service and support. You could ask students to give examples of each.
They should also recognize the importance of the three generic objectives of any marketing activity, including but not limited to Internet marketing—acquisition, retention, and value growth. Some of you may wish to add conversion to that list of generic objectives.
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