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ECON samenvatting/oefentoets - Hogeschool Tio
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ECON samenvatting/oefentoets van module 1 tm 11.
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Proeftentamen Econ Basics maandag 16 april 2018Module 1: Basics of ecommerce
1. Geef de definitie van E-commerce
Slide 23 modele 1: Ecommerce is trading in products or services using computer
networks, such as the Internet.
2. A. Hoe kan je de verschillende types ecommerce indelen? Noem 4 verschillende
types.
Slide 24: Module 1: From: supplier of comtent/service, to Consumer of
content/service, voobeelden: C2C, B2C, G2C, C2B, B2B, G2B, C2G, B2G, G2G
B. Noem 3 verschillende types B2B ecommerce oplossingen en geef een
voorbeeld van ieder type
Slide 24: Module 1: Transactional (Euroffice), Relationship building (BP), Media
Owned (Emap Buisnes publications), B2B Markerplace (EC21)
3. Wat is het verschil tussen single channel, multi-channel, Cross-channel en Omni-
channel?
Slide 28: De verschillen uitgelegd. Single channel: Klant ervaart maar één kanaal
bv alleen een winkel, Multichannel: Klant ervaart meerdere kanalen die
onafhankelijk van elkaar opereren (zowel winkel als online als catalogus, maar
een product is er online wel, maar in de winkel niet. Vb AH), Cross channel: Klant
ervaart meerdere touchpoints èn de retailer heeft een gemeenschappelijke kijk
op de klant over alle kanalen, Omni-channel: Klant ervaart het merk maar niet de
kanalen. Kanalen lopen naadloos in elkaar over. Vb In de wienkel kan ik middels
beacons meer info via mijn mobiele krijgen en wellicht online bestellen.
4. Wat is de definitie van een customer journey en geef beschrijf een voorbeeld.
Slide 42 module 1. A description of modern multichannel behavior as consumers
use different media to select suppliers, make purchases and gain customer
support. Voorbeeld beschirjven in de stappen: Orientation, Selection,
Transaction, Delivery, Customer service
5. Wat zijn de uitdagingen van omnichannel voor de leverancier?
Slide 44: Different users, different goals, different channels, 24/7/365
6. Wat is de definitie van data?
Slide 47: Information in raw or unorganized form (such as alphabets, numbers, or
symbols) that refer to, or represent, conditions, ideas, or objects. Data is limitless
and present everywhere in the universe.
7. Wat is een algorithm?
Slide 50: Designed step by step procedure to perform an operation and which will
lead to the sought result if followed correctly. An algorithm produces the same
output information given the same input information, and several short
,algorithms can be combined to perform complex tasks such as writing a computer
program. E.g. Cookbook recipe, diagnosis and solving routine.
,Module 2: Digital marketing
1. Geef 4 online en 4 offline vormen om traffic te genereren naar je website?
Module 2, slide 7: Online: Search Marketing, Online PR, Online Partnership, Social
Media Marketing, Opt-in email, Interactive ads. Offline: Advertising, Personal selling,
Sales promotion, PR, Sponsorship, Direct mail, Exhibitions, Merchandising, Packaging,
World-mouth
2. Wat is SEM? En waar bestaat SEM uit?
Module 2 slide 10 en 11: Search Engine Marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by increasing their visibility
in search engine results pages (SERPs) through optimization and advertising. It
contains two underlying methods:
Search Engine Optimization (SEO) is the process of affecting the visibility of
a website or a web page in a search engine's unpaid results - often referred to as
"natural," "organic," or "earned" results.
Search Engine Advertising (SEA) also called search advertising and paid search
marketing is a method of placing online advertisements on Web pages that show
results from search engine queries.
3. Noem 4 vormen van Inbound Marketing?
Module 2 Slide 18: SEO, Email, Research/white papers, Inforgraphics, Social
Networks, Webinars, Document sharing, World-of-mouth, Podcasting, Q+A sites,
Type in traffic, Direct/refering links, Social bookmarking, Forums, Online video,
Comment marketing, Blogs + blogging, News/Media/PR
4. Leg uit wat affiliate marketing is.
Module 2 side 22: affiliate site, tracking software, merchant site. Affiliate site gets
commision fee.
5. Noem 4 mogelijke “ad tageting options”?
Module2, Slide 25: On a particular type of site, to target a registered user’s profile, at
a particular time of day or week, online behavior – behavioral targeting
6. Noem 3 mogelijke manieren om aan email adressen te komen?
Module 2, slide 27: Collect email addresses by asking permission (opt-in)
•Sending your message in a co-branded email newsletter of a partner
•Buying a third party email newsletter
7. Welke typische email performance metrics kan je?
Module 2, slide 27:
•Delivery rate
•Open rate
•Click through rate
, 8. Welke social media platforms horen bij kinderen tot 10 jaar, huisvrouwen, zakelijke
netwerken?
Module 2, slide 30: youtube, facebook of pinterest, linkedin of twitter
9. Wat zijn de voordelen van social media?
Module 2 slide 31:
•Let existing customers talk about your product, as to gain new customers
•Get reviews, recommendations and ratings, to increase conversion rate
•To engage and retain customers – customer service tool
10. Op welke manier bouw je een viral marketing campagne?
Module 2, slide 33
Create material which is (potential) viral
Seed the material across the social platforms
Track the results
•The response (retweets, likes, views, positive/negative)
•The results (number of visits, transactions, etc.)
11. Wat zijn de 6 principes van Chialdini en geef van ieder een voorbeeld?
Module 2, slide 36: Wetenschap van overtuigen:
1. Reciprocity (wederkeringheid)
2. Scarcity (zeldzaamheid)
3. Authority (autoriteit)
4. Consistency (consistentie)
5. Liking
6. Consensus
12. Wat is de Customer Life Cycle? En noem 4 marketing objectives behorende bij de
fases van de CLC?
Module 2, slide 47: Select (customer selection), acquire (customer acquisition), retain
(customer retention), extend (customer extension).
13. Wat is de Net promotor score en hoe bereken je die?
Module 2, slide 50: The Net Promotor Score is the most common measurement tool
at the moment for measuring customer satisfaction. It is used not only for the
company as a whole but also for individual channels, products, customer interactions
and even employees.
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