Think about the Web 2.0 information you read about, and what was in the YouTube videos; describe, in at least 200 words, the differences between the sites and why the differences are important to maintaining users of the site.

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Wk4: Web 1.0 vs 2.0

The below two websites exhibit the difference between designing for Web 1.0 and Web 2.0.

  • Web 1.0 – www.excite.com (this site is somewhat updated from its original format)
  • Web 2.0 – www.yahoo.com or www.msn.com

These are current home pages of search portals.
Review each of the sites. If you have a browser with tabs it is best to open the sites in separate tabs so you can easily flip back and forth, open each in a separate window.
This article may help: https://websitebuilders.com/how-to/glossary/web1/
Think about the Web 2.0 information you read about, and what was in the YouTube videos; describe, in at least 200 words, the differences between the sites and why the differences are important to maintaining users of the site.

Videos

  1. https://youtu.be/UxID2GQWaqI
  2. https://youtu.be/nsa5ZTRJQ5w
  3. https://youtu.be/6gmP4nk0EOE

Explain push-through marketing and pull-through marketing. List two sales and distribution channels. Describe profitability analysis.

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Marketing Management

  1. Explain push-through marketing and pull-through marketing.
  2. List two sales and distribution channels.
  3. Describe profitability analysis.
  4. How do some online businesses determine the prices they will charge to individual customers?

 

Briefly summarize the current event and the specific ways in which it is broadly affecting consumer behavior. Describe how the current event has specifically affected your own purchasing decisions.

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DISCUSSION ESSAY

In your initial post, identify one current event that you believe is affecting how consumers are making buying decisions. Then, address the following:

  • Briefly summarize the current event and the specific ways in which it is broadly affecting consumer behavior.
  • Describe how the current event has specifically affected your own purchasing decisions.

 

Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for the firm and consumers?

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DISCUSSION QUESTION

Reading required: – Read Chapter 10, 11, 15 and 17 carefully and then answer the following questions based on your understanding.

  1. Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for the firm and consumers?    Chapter-10. (4 Marks) (Minimum 150 words)

 

  1. Identify a specific brand of your choice from the local market that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity? Critically examine based on the concepts discussed in Chapter-11. Chapter-11 (4 Marks) (Minimum 150 words)

 

  1. Coupons and rebates benefit different distribution channel members. Which would you prefer if you were a manufacturer, a retailer, and a consumer and why? Explain based on the concepts discussed in Chapter-15. Chapter-15 (3 Marks) (Minimum 150 words)

 

  1. Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any value-added services in the process. Do you agree with this viewpoint? Are consumers likely to make most purchases directly from manufacturers in the near future? Provide justification for your answers based on the concepts discussed in Chapter-17. Chapter-17 (4 Marks) (Minimum 150 words)

 

What is asset specificity? How should asset specificity affect make-or-buy decisions? Give one example of something with high asset specificity and explain your choice.

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DISCUSSION QUESTION

  1. What is asset specificity?
  2. How should asset specificity affect make-or-buy decisions?
  3. Give one example of something with high asset specificity and explain your choice.
  4. How are outsourcing and offshoring decisions related?
  5. Give one example of a policy that can make a location more attractive (as a place to source from).

 

Why does the Coca-Cola Company have petabytes of data? Why is it important for Coca-Cola to be able to process POS data in near real time? How does Coca-Cola attempt to create favorable customer experiences?

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Coca-Cola Company

  1. Why does the Coca-Cola Company have petabytes of data?
  2. Why is it important for Coca-Cola to be able to process POS data in near real time?
  3. How does Coca-Cola attempt to create favorable customer experiences?
  4. What is the importance of having a trusted view of the data?
  5. What is the benefit of a decision model?
  6. What is the Black Book model?
  7. Explain the strategic benefit of the Black Book model

 

Who is your target market? What are their values? Where can you get in front of their eyeballs? How do they feel about your product? What is your product competition? How do they approach your market? In short: what can you learn that will help you create a “cold beer makes you smarter” message?

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RESEARCH

  • PRODUCT: White claw
  • TARGET MARKET: Gen Y.

Answer this questions:

Who is your target market? What are their values? Where can you get in front of their eyeballs? How do they feel about your product? What is your product competition? How do they approach your market? In short: what can you learn that will help you create a “cold beer makes you smarter” message?

 

What does the result reveal about McDonald’s current positioning on these attributes, based strictly from your perception? If possible, compare notes with others in your class. Do you find consistency?

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Marketing Questiion

McDonald’s is interested in your opinion of how it would stack up on a perceptual map against Burger King, Wendy’s, Taco Bell, and Chick-fil-A on the attributes of convenience and product quality. Create the map by putting convenience as the vertical axis (high at the top and low at the bottom) and product quality as the horizontal axis (low on the left and high on the right). Then indicate your perceptions of the five brands on these attributes by placing a dot for each in the spot that indicates your view (see Exhibit 7.12 for examples).

  • What does the result reveal about McDonald’s current positioning on these attributes, based strictly from your perception?
  • If possible, compare notes with others in your class. Do you find consistency?
  • In general, what opportunities for repositioning do you see for any of the brands to take advantage of current perceptions revealed on the perceptual map? What would they have to do to accomplish this repositioning
  • Please provide a detailed response at least one page. Use outside research and the text to assist you in providing a comprehensive response

 

Develop rules for classifying a message as positive or negative. Explain the problems and issues by accurately describing the sentiment within the text. Understand how web analytics may help brands improve their web marketing performance.

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Understanding basic social media analytics strategies and web marketing analytics strategies

Learning Outcomes:

Understand basic Twitter KPIs
Perform a manual sentiment analysis of a Twitter stream
Develop rules for classifying a message as positive or negative.
Explain the problems and issues by accurately describing the sentiment within the text.
Understand how web analytics may help brands improve their web marketing performance.
Please visit two well-known brands for the following three parts of the discussion. Ideally, these two brands will be direct competitors. You can choose any brands, but if you need some ideas:

Apple

Samsung

Patagonia

https://twitter.com/patagoniaLinks to an external site.Links to an external site.

LL Bean

https://twitter.com/LLBeanLinks to an external site.Links to an external site.

McDonalds

Starbucks

Nike

H&M

 

Part 1: Understanding basic social media KPIs using your own Twitter account

Step 1 Please refer to the Twitter accounts of one of your favorite brands and one of its top competitors and capture a Tweet that receives the highest number of likes, retweets, or comments from each one of these Twitter accounts. Post a 50-word note to explain some strategies these brands uses to boost social media engagement. Please make sure to back your arguments with external sources (references).

Step 2 Please respond to one of your peers about his or her original discussion.

Ref: Virgillito (2019). Oberlo. HOW TO USE TWITTER ANALYTICS TO IMPROVE YOUR ENGAGEMENT. https://www.oberlo.com/blog/twitter-analyticsLinks to an external site.Links to an external site.

 

Part 2: Differentiating between positive and negative sentiment in text

1) Below are some simple examples of positive Tweets, neutral tweets, and negative Tweets. Using a -5 to +5 Likert scale, how many points would you assign to each of the following text document? Please offer your choices by taking the Google Survey below: https://docs.google.com/forms/d/e/1FAIpQLSf3yUXN4d01HJQELw1TwiK0o7v8E89UNYfCLR9BJoF8xwbuHQ/viewform?usp=sf_linkLinks to an external site.Links to an external site.

 

You may also read the following article in the reference or review the cloud recordings in case you do not know how to get started.

 

This is the best hotel ever.

I’m on Grand Rapids, MI this week, and I’m so so happy with my room, the front desk service, and the in-house restaurant. I thought nothing could beat the food in Dallas, but the walleye, combined with the wonderful service of Devon, the bartender (thank you for the suggestion of Michigan gin!) has calmed the insanity that came from driving over from East Lansing. Thank you, again! I have to say I just had the worst experience with one of their hotels ever. I will definitely be finding another group of hotels to stay with for all of our future stays. Worst hotel experience and customer service ever.

2) Please visit the Twitter pages for these two brands.

3) Within feed, click on a few tweets and read the replies.

4) Find three examples of positive tweets, three examples of negative tweets, and three examples of neutral tweets (neither positive nor negative). Write them down in three lists and past them to the Discussion Forum.

5) Classify each Tweet or response as either positive, negative, or neutral.

6) This step involves posting a 50-100-word note to the discussion forum. Make a note of why you classified them as positive, negative, or neutral, and post the note in the discussion forum. How would you explain to someone how to classify tweets? Would you trust any automatic methods for classifying text data for business insights? Why or why not? Please make sure to back your arguments with external sources.

7) Please respond to one of your peers about his or her original discussion.

Ref: What is sentiment analysis and how can users leverage it? https://www.qualtrics.com/experience-management/research/sentiment-analysis/Links to an external site.

Part 3. Using Moz SEO to analyze SEO metrics

You will be using Moz’s link explorer to examine some SEO metrics that are critical to a website’s success. Please use the same two brands for this part of the discussion.

Open Moz’s Link Research and BackLink Checker directly at (https://moz.com/link-explorer).
Copy the website URL and paste it into the link search bar.
Press the “Get free link data”. On the first attempt, you will be prompted to create a free account*. Please use your university email for this exercise.
You will be directed to the metrics page from Moz’s link explorer page where you will find the following four types of SEO metrics.
Collect the domain authority, linking domains, inbound links, and ranking keyword metrics for two competing brands and enter it in the corresponding worksheet (Moz data) of the Google sheet.
Once completed, take a screenshot of your data entry.
Explain how the brands/companies you referred to in this discussion may improve its web marketing/online branding strategy using insights (domain authority, linking domains, inbound links, and ranking keyword metrics) collected from Moz?

Analyze the market and customer base as you consider various pricing strategies. Select a pricing strategy best suited for your company and explain why this approach makes sense.

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6.3 – Marketing Plan: Pricing Strategy

Follow these standard formatting guidelines for your Marketing Plan deliverables:

  • 12 point, Times New Roman font
  • Double-spaced
  • Title Page
  • Reference List

Do the following:

  • Analyze the market and customer base as you consider.
  • Analyze the market and customer base as you consider various pricing strategies.
  • Select a pricing strategy best suited for your company and explain why this approach makes sense.