1. Explain the difference between Software as a Product (SaaP).docx

1. Explain the difference between Software as a Product (SaaP) and Software as a Service (SaaS)

and provide examples of each.



2. Describe three of the major influencers of organic search ranking and give examples of each.



3. Explain the Internet of Things and its significance to online marketing.



4. What are the objectives of a direct-response marketing program?



5. Explain what a demand-driven supply chain is and explain its importance to modern business



6. Explain the difference between display ads and rich media ads. Which do you think is likely to be

more engaging to the viewer and why?



7. Explain the relationship between SEM and Social Media.



8. The text suggests that, as marketers learn more about their customers, they can engage in

programs of increasing complexity and effectiveness. Discuss this concept in detail.



9. What does "greening" a supply chain mean? Give an example.






10. In the content marketing chapter both Red Bull and Lego were cited as brands that have created

large and loyal communities. Explain the process and value of creating a brand community using

one of these examples or an example of your own choosing.



11. Define the three formative technologies — EDI, ERP, and RFID — that shaped the initial

evolution of supply chains. Give at least two examples of newer technologies and explain how

they have built upon or supplanted the role of the formative technologies in the modern supply

chain.





12. State the three basic types of behavioral targeting and explain how each works



13. The marketing director has asked you to draw up a list of arguments to be used for her

presentation to top management about the benefits of the brand engaging in social media.

What arguments would you recommend? [Optional: Identify a social media marketing campaign

that could be used and explain why it would be a persuasive example.]



14. Name and define the four core objectives that all of marketing boils down to.



15. Customer Lifetime Value is one of the most-discussed topics in marketing today. Explain what

CLV means, the basic structure of a CLV calculation, and give one or more examples of how it

can be used to improve marketing programs.



16. Identify the steps in developing a social media strategy and give an example of how a product or

a business might execute each step in the process of developing a social media strategy






17. What are the steps in developing an email marketing campaign? Provide a brief description of

each step



18. Explain native advertising and how it works. What is your opinion of this form of marketing?

Back up your conclusion with examples from your own experience or from the text.



19. In your own words, describe the concept of a value chain and give an example of the benefits

that integrating value chains can confer on a business enterprise.



20. Write a brief scenario that highlights ways in which a person mig.

1. 1. Explain the difference between Software as a Product (SaaP)
and Software as a Service (SaaS)

and provide examples of each.



2. Describe three of the major influencers of organic search
ranking and give examples of each.



3. Explain the Internet of Things and its significance to online
marketing.



4. What are the objectives of a direct-response marketing
program?



5. Explain what a demand-driven supply chain is and explain its
importance to modern business



6. Explain the difference between display ads and rich media
ads. Which do you think is likely to be

more engaging to the viewer and why?

2. 7. Explain the relationship between SEM and Social Media.



8. The text suggests that, as marketers learn more about their
customers, they can engage in

programs of increasing complexity and effectiveness. Discuss
this concept in detail.



9. What does "greening" a supply chain mean? Give an example.






10. In the content marketing chapter both Red Bull and Lego
were cited as brands that have created

large and loyal communities. Explain the process and value of
creating a brand community using

one of these examples or an example of your own choosing.



11. Define the three formative technologies — EDI, ERP, and
RFID — that shaped the initial

evolution of supply chains. Give at least two examples of newer
technologies and explain how

3. they have built upon or supplanted the role of the formative
technologies in the modern supply

chain.





12. State the three basic types of behavioral targeting and
explain how each works



13. The marketing director has asked you to draw up a list of
arguments to be used for her

presentation to top management about the benefits of the brand
engaging in social media.

What arguments would you recommend? [Optional: Identify a
social media marketing campaign

that could be used and explain why it would be a persuasive
example.]



14. Name and define the four core objectives that all of
marketing boils down to.



15. Customer Lifetime Value is one of the most-discussed topics
in marketing today. Explain what

4. CLV means, the basic structure of a CLV calculation, and give
one or more examples of how it

can be used to improve marketing programs.



16. Identify the steps in developing a social media strategy and
give an example of how a product or

a business might execute each step in the process of developing
a social media strategy






17. What are the steps in developing an email marketing
campaign? Provide a brief description of

each step



18. Explain native advertising and how it works. What is your
opinion of this form of marketing?

Back up your conclusion with examples from your own
experience or from the text.



19. In your own words, describe the concept of a value chain
and give an example of the benefits

5. that integrating value chains can confer on a business
enterprise.



20. Write a brief scenario that highlights ways in which a
person might interact with various brands

in the course of social network activity during a day.



21. Explain the difference between Traditional, Internet-
Enabled, and Mobile-Dependent business

models and give an example of each, carefully explaining why
the example fits the model



22. Explain what pixel tags are and how marketers can use them
to effectively engage with

consumers on Facebook.



23. The text discussed several business models. Choose one,
describe its characteristics in detail,

and provide an example of it, preferably one different from
those used in the text. Be sure to

explain how and why your example illustrates that particular
business model.

6. 24. The value proposition is an important marketing concept.
Explain the concept and give an

example of how an Internet business creates value for customers






25. Marketers do not agree on the definition of “engagement.”
How would you define the term?

Discuss the implications of your definition on the customer
experience, marketing strategy, and

the Resilient Brand concept.



26. Explain how to best design an email for promotional
purposes.