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MKTG 4500
Exam #2
| Term | Definition |
|---|---|
| When was Facebook Connect introduced? Where users can sign in other web accounts using their Facebook login and password. | 2008: Facebook Connect is introduced. This service allows members to sign in to other websites using their Facebook username and password. |
| When was the Facebook 'Like' button introduced? | April 2010: Facebook introduced the “like button” icon for websites. |
| When was Facebook photo tagging introduced? | Late in 2010: Facebook introduced facial recognition technology that enabled automatic photo tagging. Photos uploaded and tagged by users were matched with other photos using facial recognition software. |
| Where and when was Facebook launched? | Harvard University in 2004 2004: Facebook is founded as a closed network for students at Harvard. |
| When was Facebook made available to the public? | 2006 2006: Facebook opens registration to the general public. |
| The Fair Information Practices Principles N C A S E | Notice/Awareness Consent/Choice Access/Participation Security/Integrity Enforcement/Redress |
| spear phishing | It is a highly targeted phishing scheme that aims to get access to an organization’s entire computer system. Spear phishing is carried out by authentic-looking emails that appear to come from the organization or from an employee of the organization. |
| What website was the poster child for RIAA Recording Industry Association of America? | Napster- poster child of the intellectual property controversy on the Internet. It is the prime example of the consumer P2P (peer-to-peer) business model |
| Intellectual Property Controversies | Napster, Bit Torrent, Lime Wire, Kazaa (KaZAa) |
| P2P Business Model | peer to peer business model |
| Online governance | |
| Jurisdiction | physical boundaries offline no boundaries online |
| Government involvement | FBI Cyber Crime website Government agencies (e.g., FBI, etc.) have increased their efforts to track and prosecute cyber crimes |
| Online gaming | soccer moms Marketed through ads on search engine sites, travel sites, other web locations, and by e-mail |
| Article: "Online Gaming: Korea's Gotta Have It" | South Korea Broad band access Cities: very congested wcg.com |
| Online gambling | illegal in the U.S. Hosted in offshore locations Casinos in the US? Lobbying the govt. to make it legal |
| spyware | works in the background as consumers move around the web, tracking their movements and recording things like keywords used in searches. (Bonzi Buddy)the purple gorilla |
| Adware | is free, advertiser-supported software that includes toolbars and games. It includes software for pop-up and pop-under ads. |
| Malware | perform malicious activity - retrieving bank account number, passwords, etc. |
| Spoofing | false identity- is the general term that describes a situation in which a person,computer program, or website is able to masquerade successfully as another. |
| Phishing | emails- is the practice of using fraudulent emails in an attempt to get information like consumer account numbers and passwords. These often come in the form of an email that purports to be from a recognized financial services provider. |
| Pfarming | websites- Perpetrators hack into the DNS (domain name system) servers that provide the IP addresses for URLs and thereby allow users to access websites on the Internet. They hijack some of the pages and create a site that looks much like the original. |
| Cookies | are packets of data that are created and stored on the user’s hard drive in response to instructions received from a Web page |
| session cookies | Last for one session |
| persistent cookies | Last for a specified period of time and then they expire |
| first-party cookies | main website installs the cookies |
| third-party cookies | (e.g., ad agencies, marketing research firms) third parties install the cookies |
| Notice | awareness |
| Consent | choice |
| Access | participation |
| Security | integrity |
| Enforcement | redress |
| copyright | primary means of protecting most online expression on the Internet exceptions: education, news reporting, editorial commentary |
| trademarks | |
| cybersquatting | Avon products.com - law sides w/ big corporations |
| Meta tags | HTML tags that describe a Web site’s contents Allow search engines to identify sites |
| Digital Millennium Copyright Act (1998) | ISP supposed to remove material that is copyrighted the onus is on the ISP |
| Licences | Licenses are an increasingly popular method of intellectual property protection |
| shrinkwrap | break the seal physically outside |
| Clickwrap | checkbox digital version |
| KPI | Key Performance Indicator |
| Quantitative methods | 'hard' data - numbers |
| Qualitative methods | 'soft' data - words |
| Quantitative methods | online surveys (e-mail surveys, Web surveys), online panels |
| web surveys: | radio buttons drop down menus blank areas |
| e-panels or online panels: | participants may receive monetary or non-monetary incentives |
| Qualitative methods: | chat analysis and online reviews |
| Online reviews | may receive incentives |
| Client-side data collection | your machine: cookies, coded pages (web beacons) WebTrends Information about consumer surfing is gathered right at the user’s PC. |
| Server-side data collection | Company servers: server log files, web site logs (real-time profiling) Information about consumer surfing that is gathered and recorded on the Web server. |
| real-time profiling | monitoring time & where visit online Track consumer’s movements online in realtime |
| coded pages aka web beacons or bugs | bugs, data tags, pixel tags, transparent GIFs |
| Unit 61398 | China - national security issue |
| Top 5 rankings in 2005 | 1. U.S. 2. China 3. Japan 4. Germany 5. India |
| Number of internet users worldwide | 2005 = 1.08 billion 2012 = 2.4 billion |
| Household penetration rates (2005) | low for China & India |
| Broadband subscribers worldwide: Why is South Korea doing so well? | |
| Wireless broadband penetration worldwide (2011) | South Korea #1 USA #7 |
| Market similarity | Ways in which two countries/markets exhibit similar characteristics (e.g., language, etc.) |
| Credit card conundrum | consumer attitudes towards credit |
| SMS | texting Short messaging services (embedded in culture say “SMS vs Text”) |
| MMS | Multimedia messaging services |
| # of credit cards in circulation | Credit card conundrum |
| to help with varying connection speeds google's page loads on a white background | |
| Digital divide | haves vs have nots across populations and countries Disparities with regard to technology access can create a ‘digital divide’ between countries or populations |
| Top Internet Languages 2004 | English Chinese Japanese Spanish |
| Top Internet Languages 2010 | English Chinese Spanish Japanese |
| Top Internet Languages 2011 | same as 2010 |
| Translation "To Click in French" (handout) | Urban Outfitters Anthropologie |
| Double-byte languages | 2 bytes of data for each character |
| Languages that use double-byte characters and why it matters | Japanese, Korean, Arabic, Chinese, Cyrillic single byte English browsers |
| Online culture 7 Eleven: U.S.A vs. Taiwan | |
| Web sites culturally neutral | Coke |
| Web sites culturally local | KFC Malaysia KFC Pakistan |
| Colors | |
| Numbers | |
| International date formate | Year-Month-Day |
| E-tailing | |
| Online retailing | |
| Internet retailing | |
| Click-only | |
| Clicks-and-bricks / Click-and-mortar | Hybrid |
| Brick-and-mortar | |
| Did clicks-only retailers benefit from the first-mover advantage? | |
| E-tailing: 3rd transformation of retailing | |
| 1st General Store | |
| 2nd Downtown Department Stores, shopping malls in suburbia | |
| E-tailing "Online Stores Are Moving Into the Real World" | Bonobos and Baublebar |
| Trend: Online is going offline using pop up stores fast fashion | H&M same as Zyra in Spain |
| Conversion rate | converting browsers to shoppers |
| Conversion funnel | |
| Shopping basket / shopping bag / shopping cart | software |
| Shopping basket abandonment | #1 sticker shock |
| Drop shipping | Manufacturer Wholesalers/Distributors NOT e-tailers |
| Reasons for shopping basket abandonment | #1 sticker shock shipping costs, technical problems, complex forms/hard to download/time-consuming, out of stock, credit card issues, last minute indecision |
| What consumers want Pew Internet & American Life Project (2008) "Online Shopping" | Convenience Secure transactions Better experience online |
| PII | PERSONALLY IDENTIFIABLE INFORMATION means data that can be used to identify or contact a person, including name, address, telephone number, or email address. |
| Notice/Awareness | Customers should be given notice before information is collected in order to allow them to make informed decisions about what to divulge. |
| Consent/Choice | Consumers should be given control over how information will be used for purposes beyond the current transaction. |
| Access/Participation | The consumer should be able to view data about himself or herself and to assure that the data is accurate and complete. |
| Security/Integrity | Integrity describes the accuracy of the data; specifically that anyone who accesses the data at a given moment receives exactly the same data. |
| Enforcement/Redress | There should be a mechanism in place to enforce these principles of privacy protection and to provide remedies for injured parties. |
| Identity Theft | is a crime in which an impostor obtains key pieces of personal identifying information (PII)such as Social Security numbers and driver’s license numbers and uses them for their own personal gain. |
| The Digital Millennium Copyright Act | an attempt to deal with these issues in a way that protects consumer access to information; at the same time, it protects the interests of owners of intellectual property. |
| Doctrine of fair use | Ability to copy reasonable portions of protected material for purposes relating to education, news reporting, and editorial comment |
| MRA | Marketing Research Association Code of Marketing Research Standards Use of the Internet for Conducting Opinion and Market Research - Ethical Guidelines |
| CASRO | Council of American Survey Research Organizations Code of Standards and Ethics for Survey Research |
| ESOMAR | European Society for Opinion and Market Research Makes collecting data online more legitimate |
Created by:
rlingle
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