Question 1. Internet Technologies and E-commerce (Total 25 marks)


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1A) The lectures have repeatedly used two graphs/flow charts to compare the old and the new models of communication processes. Please explain briefly 1) how the Internet has changed firm-consumer and consumer-consumer communication AND have led to the rise of online communities and social influence and 2) the implications of Word of Mouth (WOM) for marketing. (12 marks)


1B) Please identify two key features of mobile technologies to explain how mobile phones can enhance the power of social media and provide greater opportunities and challenges for marketing today. (13 marks)


Question 2. New Media and Marketing Strategies (Total 25 marks)


2A) In the process of “disintermediation” and building online stores, many early e-commerce firms failed to meet customer expectations or their business targets. Based on the early lectures of customer values and the roles of middlemen in fulfilling customer values, please discuss the pitfalls of disintermediation and lessons learned for building a viable e-commerce channel. (12 marks)   


2B)  During the COVID-19 pandemic, offline shopping has been much restricted and limited. Given the advantages of the e-commerce and social media over traditional offline retailing and communication, please give two recommendations to an offline retailer, say a fashion retailer, how it can modify its channel strategies and apply e-commerce and social media marketing to maintain values delivered to customers and survive the crisis. (13 marks)


Question 3. Networks and Social Influence (Total 25 marks)


3A) In terms of the scope of customer relationship management CRM), please define the FOUR types of CRM, AND give one example of an online platform/app for EACH function (12 marks)   


3B) Please explain why e-WOM by consumers such as online product reviews are considered more influential than paid advertising, AND why the (negative) effect of negative reviews is greater than the (positive) effect of positive reviews. (13 marks)


Question 4. Integrating Social Media and e-Marketing (Total 25 marks)


4A) Recently, live streaming by KOLs has been adopted to promote and sell products. While some KOLs have been very successful, others have failed miserably. Please use the motivations and the utility functions of opinion formation and social influence of KOLS to explain the success and failures of KOL live streaming. You may use one example for success and another for failure to illustrate your points. (13 marks)


4B) Please 1) define the four Zones of Social Media marketing and its key functions for marketing, and 2) for guided travel and tour packages to Antarctica  from a travel agency, please give an example of a social media platform for each of the four zones to explain how it fulfills its marketing function and objective.  (12 marks)  


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