Marti Baron operates The Cannonball, an online store that sells parts, repair kits, books, and accessories to hobbyists who restore antique model trains. Many model train hobbyists and collectors have created Web sites on which they share photos and other information about model trains. Marti is interested in creating an affiliate marketing program that would allow those hobbyists to place links on their sites to The Cannonball and be rewarded with commissions on sales that result from visitors following those links. Examine the services offered by Commission Junction, Rakuten LinkShare, or any other affiliate program brokers you can find on the Web.
Recommend at least one affiliate program broker that would be a good fit for Martis business. In about 500 words, explain your recommendation. Be sure to consider the characteristics of Martis business in your analysis.
Q. 2You have been employed by ESPN to sell space on its Web site to advertisers. Create a memo of approximately 200 words in which you describe the advantages of advertising on ESPN in a form that the ESPN sales team can use as a resource when they are making presentations to potential advertisers for space on the main page. ESPN has a permission based e-mail marketing system that you can include as part of an advertising package you sell to advertisers. Be sure to include the benefits to advertisers provided by this e-mail marketing system in your memo.
Q. 3Assume you are a consultant to TopSpin, a tennis equipment manufacturer that sells its products directly to customers on the Web. TopSpin is considering the use of YouTube videos to promote its products. Some of the salespeople have suggested that the videos include detailed reviews of the companys products and endorsements by top tennis players. Other marketing staff have suggested including instructional tips and videos of the equipment being used at famous resorts. Write a 100-word report that outlines the kind of content that you believe TopSpin should include in the videos.
Q. 4Visit Harry and David Gourmet Gifts to examine how that company implements occasion segmentation with its individual products and its monthly club services. Write a report in which you describe two clear examples of occasion segmentation on the site. Also identify two examples of product segmentation on the site and explain how the company uses its Web site design to channel customers into the segmentation path that is most appropriate for them. Your report should be about 300 words
Q. 5Assume you are the marketing director for PerfectSeasons, a new line of cookware designed by a famous celebrity chef. In about 200 words, describe how you would use the chefs reputation to accomplish the differentiation elements of this new product lines brand.
Q. 6In a paragraph or two, define search engine positioning and explain how companies use it.
Q. 7In about 100 words, define and distinguish between emotional and rational branding.
Quick Reply
