Class Discussion

Created @October 16, 2023 11:25 PM

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Chap 1
Insight on Technology: Will Apps make the Web Irrelevant
Chap 2
Chap 4
Walmart Website Redesign: Going Upscale in Its Fight to Compete with Amazon
Insights on Business: Weebly Makes Creating Websites Easy
Chap 6
Video Ads: Shoot, Click, Buy
Insight on Business: Are the Very Rich different from You and Me?
Chap 7
Mobile marketing with 3D and Augmented Reality
Chap 12
Amazon Takes on B2B with Amazon Business
Walmart’s Private Industrial Network Supports Omni Channel Growth

Chap 1
Insight on Technology: Will Apps make the Web Irrelevant
What are the advantages and disadvantages of apps, compared with websites,
for mobile users

What are the benefits of apps for content owners and creators

Will apps eventually make the Web irrelevant? Why or why not

Class Discussion 1
Class Discussion 2
 Chap 2

Chap 4
Walmart Website Redesign: Going Upscale in Its Fight to
Compete with Amazon
Why is Walmart considered an underdog in the e-commerce arena?

Class Discussion 3
 1. Late Entry into E-commerce: Walmart entered the e-commerce space
relatively late compared to industry giants like Amazon. This delayed start put
them at a disadvantage in terms of building an online customer base.

2. Perception as a Traditional Retailer: Walmart's brand image was initially tied to

physical stores, and it took time for consumers to associate it with online
shopping, unlike Amazon, which started as an online retailer.

3. Market Dominance of Amazon: Amazon had already established itself as a

dominant force in e-commerce, offering a vast selection of products and efficient
delivery services, making it challenging for competitors like Walmart to catch up.

What was Walmart’s objective in redesigning its website?

1. Enhanced User Experience: Walmart aimed to create a more user-friendly and

visually appealing website to provide a better shopping experience for its online
customers.

2. Increased Product Variety: Walmart wanted to expand its online product

catalog to offer a wider range of items, similar to what Amazon provides.

3. Improved Mobile Experience: As mobile shopping continues to grow, Walmart

focused on making its website more responsive and mobile-friendly to cater to
the needs of smartphone users.

4. Personalization: The redesign aimed to provide more personalized product

recommendations and shopping experiences, leveraging user data and AI-driven
algorithms.

5. Efficient Supply Chain and Fulfillment: Walmart worked on optimizing its

supply chain and fulfillment processes to offer faster delivery and better
inventory management.

How does Walmart’s website differ from Amazon’s

1. Brand and Product Focus: Walmart has a strong focus on its brick-and-mortar
presence and its reputation for offering value and affordable products. Amazon,
on the other hand, is known for a vast selection of products, including third-party
sellers, and a reputation for convenience and speedy delivery.

2. Membership Programs: Amazon has Amazon Prime, which offers benefits like
free two-day shipping and access to various services, while Walmart has its own
membership program, Walmart+, which includes benefits like unlimited free
delivery and in-store discounts.

Class Discussion 4
 3. Third-Party Marketplace: While both Walmart and Amazon have third-party
sellers on their platforms, Amazon's third-party marketplace is more extensive
and established, with a vast network of sellers.

4. Ecosystem: Amazon has a broader ecosystem that includes devices like the
Kindle, Echo, and services like Amazon Web Services (AWS). Walmart primarily
focuses on retail and related services.

5. Prime Video vs. Vudu: Amazon has its Prime Video streaming service, while
Walmart acquired Vudu, a digital video service, to compete in the digital
entertainment space.

Insights on Business: Weebly Makes Creating Websites Easy

What value does Weebly offer to small business

Are there any drawbacks to using Weebly to create an e-commerce presence?

How are service providers like Weebly changing the nature of e-commerce

Chap 6
Video Ads: Shoot, Click, Buy
What advantages do video ads have over traditional banner ads?

1. Higher Engagement: Video ads can capture the audience's attention more
effectively than static banner ads, as they are visually engaging and can tell a
story.

2. Conveying Complex Messages: Video allows for the delivery of complex

messages, demonstrations, or emotional storytelling in a way that banner ads
cannot.

3. Improved Brand Recall: Video ads tend to have better brand recall because
they leave a more lasting impression on viewers.

4. Emotional Connection: Videos can create an emotional connection with

viewers through visuals, music, and storytelling, which is often challenging to
achieve with banners.

5. Social Sharing: Engaging video content is more likely to be shared on social

media, increasing its reach and potential virality.

6. Higher Click-Through Rates (CTR): Video ads can lead to higher CTRs
compared to static banners when strategically placed.

Class Discussion 5
 Where do sites such as Youtube fit into a marketing strategy featuring video
ads?

Sites like YouTube play a significant role in a video ad strategy. They offer several
benefits:

1. Vast Audience: YouTube has a massive user base, making it an ideal platform
to reach a wide and diverse audience.

2. Targeted Advertising: YouTube provides robust targeting options, allowing

advertisers to reach specific demographics, interests, and behaviors.

3. Video Hosting: YouTube serves as a video hosting platform, saving businesses

the costs of hosting and streaming video content themselves.

4. Engagement Metrics: YouTube provides detailed engagement metrics, which

help advertisers understand how their video ads are performing.

5. Monetization: Businesses can earn revenue by monetizing their YouTube

content with ads, further enhancing their marketing strategy.

What are some of the challenges and risks of placing video ads online?

Challenges and Risks of Placing Video Ads Online:

1. Ad Blockers: Ad blockers can prevent video ads from reaching their intended
audience, reducing the effectiveness of the ad campaign.

2. Viewability: Ensuring that video ads are viewed by real humans and not just
bots can be a challenge, as fraudulent views can skew metrics.

3. Competition and Saturation: The popularity of video advertising means that

there's a lot of competition, and audiences may become oversaturated with ads.

4. High Production Costs: Creating high-quality video content can be expensive

and time-consuming.

5. Negative Feedback: Poorly executed or intrusive video ads can lead to negative
feedback and harm the brand's reputation.

Do you think Internet users will ever develop “blindness” toward video ads as
they have toward display ads

Possibility of "Video Ad Blindness":

It's possible that internet users could develop a degree of "video ad blindness" over
time, just as they have with display ads. This would depend on factors such as ad
intrusiveness, relevance, and user experience. Advertisers need to focus on creating

Class Discussion 6
 non-intrusive, relevant, and engaging video content to maintain viewer interest and
avoid ad fatigue. Additionally, personalization and targeting can help ensure that
users see video ads that are more aligned with their interests and needs, reducing
the risk of blindness. However, video ads' engaging nature may make them more
resistant to ad blindness compared to traditional banners.

Insight on Business: Are the Very Rich different from You and
Me?
What distinguishes luxury marketing from ordinary retail marketing?

1. Target Audience: Luxury marketing specifically targets high-net-worth

individuals who are willing to pay a premium for exclusive, high-quality products.
Ordinary retail marketing caters to a broader demographic.

2. Brand Image: Luxury marketing focuses on building and maintaining an

aspirational brand image associated with exclusivity, craftsmanship, and status.
Ordinary retail marketing emphasizes value, affordability, and accessibility.

3. Product Quality: Luxury brands prioritize top-tier craftsmanship and materials,

emphasizing the superior quality of their products. Ordinary retail marketing often
emphasizes affordability and a wide range of options.

4. Scarcity and Exclusivity: Luxury marketing often leverages limited editions,

exclusive collaborations, and unique experiences to create a sense of scarcity
and exclusivity. Ordinary retail marketing focuses on mass production and
availability.

5. Pricing Strategy: Luxury brands use premium pricing to convey exclusivity,

while ordinary retailers focus on competitive pricing and discounts.

6. Customer Experience: Luxury marketing places a significant emphasis on the

in-store and online customer experience, offering personalized services and
exclusivity. Ordinary retail marketing often prioritizes efficiency and convenience.

What challenges do luxury retailers have in translating their brands and the look
and feel of luxury shops into Web site?

1. Maintaining Exclusivity: Luxury brands must balance their desire to reach a

broader online audience with the need to maintain the exclusivity and prestige
associated with their products.

2. Replicating In-Store Experience: Recreating the tactile and immersive in-store

experience online can be challenging. Luxury brands need to invest in high-
quality, visually appealing websites and digital experiences.

Class Discussion 7
 3. Counterfeiting and Trust: The online world is rife with counterfeit products.
Luxury brands must implement robust measures to protect their brand reputation
and customer trust.

4. Personalization: Luxury brands need to provide a personalized online shopping

experience that reflects the exclusivity of their products, including tailored
recommendations and content.

5. E-commerce Logistics: Ensuring the secure and timely delivery of luxury goods
is crucial. This may involve partnerships with reputable courier services and
attention to packaging and presentation.

How has social media affected luxury marketing?

1. Visual Storytelling: Social media platforms like Instagram have become

essential for luxury brands to visually tell their stories and showcase their
products. This enables them to create a strong brand image and engage with
their audience.

2. Influencer Partnerships: Luxury brands often collaborate with influencers and

celebrities to reach a broader, younger, and more global audience. These
partnerships help leverage the influencers' reach and credibility.

3. User-Generated Content: Social media encourages user-generated content,

allowing customers to share their experiences with luxury products. This serves
as valuable word-of-mouth marketing.

4. Engagement and Community Building: Social media platforms enable luxury

brands to engage with their customers directly, respond to inquiries, and build a
sense of community around the brand.

5. Real-Time Marketing: Social media allows luxury brands to participate in real-

time marketing, staying relevant and reacting to trends and events quickly.

6. Data and Insights: Social media provides valuable data and insights into
customer behavior and preferences, enabling luxury brands to refine their
marketing strategies.

Chap 7
Mobile marketing with 3D and Augmented Reality
Who do mobile devices represent such a promising opportunity for marketers?

Class Discussion 8
 Mobile devices represent a promising opportunity for marketers due to several
reasons:

1. Widespread Adoption: Mobile devices, including smartphones and tablets,

have achieved near-ubiquitous adoption globally. They are the most accessible
and widely used digital devices.

2. Constant Connectivity: Mobile devices are almost always with users, ensuring
constant connectivity and access to potential customers.

3. Data Collection: Mobile devices provide valuable data on user behavior,

location, preferences, and more, which marketers can use to target and
personalize their campaigns.

4. App Ecosystem: Mobile devices host a vast ecosystem of apps, including social
media platforms, where marketers can reach and engage with their target
audience.

5. Multimedia Capabilities: Mobile devices support multimedia content, including

video and images, which are essential for modern marketing efforts.

6. Location-Based Marketing: Mobile devices allow for location-based marketing,

enabling businesses to send relevant offers and information to users based on
their proximity to physical stores or events.

What are the benefits and the appeal of 3D and AR mobile advertising?

1. Enhanced Engagement: 3D and AR ads offer a more immersive and engaging

experience for users, making them more likely to interact with the content.

2. Interactive Experiences: AR allows users to interact with products virtually,

such as trying on clothing or visualizing furniture in their homes, which can lead
to more confident purchasing decisions.

3. Improved Information: AR can provide users with additional information about

products, services, or locations, enhancing their understanding and helping them
make informed choices.

4. Memorability: 3D and AR content tends to be more memorable, increasing the

chances of users recalling the brand or product.

5. Entertainment Value: These technologies can provide entertainment value,

leading to longer engagement times and positive associations with the brand.

What types of products are best suited for 3D or AR ads?

Class Discussion 9
 1. Fashion and Apparel: AR can be used to allow users to virtually try on clothing,
accessories, and makeup, helping them make confident purchasing decisions.

2. Furniture and Home Decor: AR can be used to visualize how furniture and
home decor items would look in the user's space, aiding in the decision-making
process.

3. Automotive: 3D and AR can be used to offer virtual car tours, allowing users to
explore the interior and exterior of vehicles, including customizations.

4. Consumer Electronics: 3D and AR can help users visualize how consumer

electronics like smartphones, laptops, or home appliances would fit into their
lives.

5. Real Estate: For property listings, AR can provide virtual tours of homes and
apartments, giving potential buyers a better sense of the space.

6. Entertainment and Media: Movie studios and music artists can use AR to
create interactive content, trailers, or promotions.

7. Gaming: Mobile gaming often leverages 3D and AR elements to create

immersive gameplay experiences and in-game advertising.

8. Food and Beverage: AR can enhance restaurant and food delivery apps by
showing users how dishes would appear in real life.

Chap 12
Amazon Takes on B2B with Amazon Business
What made the difference in Amazon Business moving from being a distributer
of supplies to a real B2B marketplace?

Amazon Business successfully transitioned from being a distributor of supplies to a

full-fledged B2B marketplace due to several key factors:

1. Extensive Product Catalog: Amazon Business offers a vast catalog of products

and services, ranging from office supplies to industrial equipment, catering to the
diverse needs of businesses across various industries.

2. Simplified Procurement: It streamlines the procurement process for businesses

by providing features like bulk purchasing, multi-user accounts, and approval
workflows, making it more tailored to B2B requirements.

3. Business-Specific Pricing: Amazon Business offers tiered pricing, quantity

discounts, and exclusive deals for registered business customers, making it cost-

Class Discussion 10
 effective for buyers.

4. Integration Capabilities: It integrates with procurement systems and e-

procurement tools, allowing for seamless purchasing within an organization's
existing infrastructure.

5. Selling Capabilities: Amazon Business provides tools for sellers to create a

dedicated B2B presence and connect with a large, ready-to-purchase customer
base.

What benefits over other B2B marketplaces does Amazon Business offer
buyers?

1. Wide Product Selection: Buyers have access to a broad range of products,

ensuring they can find everything they need in one place.

2. Transparent Pricing: Business customers can see business-specific prices and

enjoy discounts based on the quantity of their purchases.

3. Tailored Accounts: Amazon Business allows businesses to set up multi-user

accounts with roles and permissions, simplifying the procurement process.

4. Streamlined Purchasing: Integration with e-procurement systems helps

streamline the buying process, making it more efficient.

5. Savings: Amazon Business offers cost savings through competitive pricing,

discounts, and more.

What benefits do suppliers have in using Amazon business?

1. Access to a Large Customer Base: Suppliers can reach a vast and diverse
B2B customer base, increasing their market reach.

2. Enhanced Visibility: Amazon Business provides tools for suppliers to increase

the visibility of their products and establish a strong online presence.

3. Streamlined Payments: Suppliers benefit from reliable and timely payments,

improving cash flow.

4. Marketing and Analytics: Sellers have access to marketing and analytics tools
to optimize their sales strategies and reach their target audience effectively.

Does Amazon Business pose any disadvantages for buyers or sellers?

For Buyers:

1. Dependency on Amazon: Relying solely on Amazon Business can limit buyers'

exposure to alternative suppliers and potentially stifle competition.

Class Discussion 11
 2. Fees and Costs: Depending on the pricing plan and usage, there may be fees
associated with using Amazon Business, impacting overall costs for buyers.

For Sellers:

1. Fees and Commissions: Sellers may incur fees and commissions based on
their sales volume and fulfillment method.

2. Competition: The marketplace can be highly competitive, and sellers need to

invest in marketing and competitive pricing to stand out.

3. Brand Control: Sellers may have limited control over their brand presence, as
Amazon's branding and interface tend to be uniform across the platform.

Walmart’s Private Industrial Network Supports Omni Channel

Growth
What is Walmart’s Retail Link system and how has it changed since the early
1990s?

What functionality does Walmart’s GRS provide?

Why did Walmart have a inventory problem?

What other steps is Walmart taking in its effort to compete with Amazon?

Do you prefer to shop online at Walmart of Amazon? Why

Class Discussion 12
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