BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
BELTEI INTERNATIONAL UNIVERSITY
Final Examination
Name: SROEUNG KIMEANG
Subject: Digital Marketing
Shift: Evening 2
I-Short Question
1-Identify different ways in which a website or social media presence is used for marketing in different
markets.
The different ways in which a website or social media presence is used for marketing in
different markets are:
A. Social networks: The core social platforms in most countries where people interact
through social networks are Facebook for consumer audiences, Linked In for business
audiences, Google + and Twitter for both .
B. Social publishing and news: Nearly all newspapers and magazines, whether broad or
niche, now have an online presence with the option to participate through comments on
articles , blogs or communities .
C. Social commenting in blogs: A company blog can form the hub of your social media
strategy and you can look at tapping into others ' blogs, whether company or personal or
through blog outreach.
2-What is the difference between demographic variables and behavioural variables?
The difference between demographic variables and behavioural variables : The main
difference between demographic and geographic segmentation is that demographic
segmentation categorizes customers based on factors like age, education, income level, and
ethnicity, while geographic segmentation categorizes customers based on their geographical
location.
3-What are the main changes to channel structures that are facilitated through the Internet?
The main changes to channel structures that are facilitated through the Internet: The
presence of the Internet has expanded the intricacy of movement dissemination and
introduced new means of distribution which at times has also resulted an expansion in
dispersion costs. Be that as it may, it has likewise made it a lot more straightforward for
distributors to sell straightforwardly to shoppers. Promoting channels are the means by
which organizations tend to reach their clients.
4-How should a marketing manager benchmark the online performance of competitors?
Marketing managers benchmark the online performance of competitors should:
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
- Reach – Website unique visitors, Viewable impressions on media sites.
- Act – Key website outcomes for lead generation: Registrations and leads.
- Convert – Sales – online or online-referred sales.
- Engage – Customer satisfaction and ongoing engagement.
5-How can the Internet be used to support the different stages of the buying process?
There are five different stages of the buying process of customers that significantly helped
by the used of internet.
Need Recognition: as the first and most crucial step in the process because if the
consumer does not perceive a problem or need, he generally will not move forward with
considering a product purchase.
Information Search: is stage in the consumer decision process during a consumer search
for internal or external information.
Evaluating Alternatives: After your customers have collected all the information, they feel
is necessary, they begin to evaluate their options and narrow their choices until they finally
pick the one thing that they are comfortable with, and that they can afford.
Purchase:
Cognitive Dissonance (Post-Purchase Anxiety):
6-Which techniques can be used to increase awareness of a brand and encourage interaction with the brand?
3 Unique Ways to Increase Brand Awareness Using Digital Marketing
• Look For Guest Blog Opportunities: Having a dedicated blog page on your website and
regularly updating content on it helps ensure your customers that you are an expert at what
you do.
• Create Shareable Content: Social media algorithms keep on changing, but one thing that
has remained consistent for a long time is how you can increase your profile engagement by
creating shareable content.
• Find Your Digital Marketing Mix: very digital marketing channel is unique and has its own
sets of strengths and weaknesses for a particular business.
7-A digital marketing manager must seek to control and accommodate all the main methods by which
consumers may visit a company website. Describe these methods.
A digital marketing manager must seek to control and accommodate all the main methods
by that consumer may visit a company website. Describe these methods: digital marketing
manager is role is to ensure the company website is accessed with all the methods. They
should ensure that all the digital media to visit the site should be enabled. The methods are
directly publishing the website URL in the print media, putting them on advertisements.
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
8-Imagine you are explaining the difference between the digital marketing and e-commerce to a marketing
manager. How would you explain these two terms?
Imagine you are explaining the difference between the digital marketing and e-commerce to
a marketing manager: Although often confused, digital marketing and e-commerce are not
synonymous. However, they can be closely related. E-commerce is the practice of doing
business over the internet, while digital marketing is the practice of reaching your audience
over the internet.
9-Explain how digital platforms can be used to increase market penetration in existing markets and develop
new markets.
Explain how digital platforms can be used to increase market penetration in existing markets
and develop new markets: By consistently using your social media channels, you'll be able to
share more content and spread the word about your business, increasing the likelihood of
you reaching new markets.
10-The relationship between intermediaries, suppliers and resellers are crucial to every business. Discuss how
the Internet potentially changes supply-chain relationships?
The relationship between intermediaries, suppliers and resellers are crucial to every
business. Discuss how the Internet potentially changes supply-chain relationships: The
relationship between intermediaries, suppliers and resellers is crucial to every business.
Discuss how the Internet potentially changes supply chain relationships. You could use the
internet, books, journals and articles in answering the questions. and don’t copy and paste
II-Short Essay
1 ‘The marketing mix developed as part of annual planning is no longer a valid concept in the Internet era.’
Discuss.
The marketing mix developed as part of annual planning is no longer a valid concept in the
Internet era: The online marketing Mix is essentially the same as the marketing mix. It is
simply the adaptation of price, place, product and promotion to the digital marketing
context. Of course, one could also include physical evidence, people and process when
marketing planning for an online service. The marketing mix (4Ps) considers the product,
price, place and promotion. The framework was developed by Jerome McCarthy in 1960 to
formulate and implement marketing strategy. The framework was improved to consider
customer service and service delivery by including people, process and physical evidence. An
increased focus on relationships contributed to by the internet led to the addition of
partnerships to the marketing mix. Partnerships allow organizations to work together to
promote each other via a formal or informal agreement. The marketing mix has been
suggested to not be customer centric and a customer focused framework (4Cs) was
developed considering customer needs/wants (product), cost to customer (price),
convenience (place) and communication (promotion).
2 Critically evaluate the impact of the Internet on the marketing mix for an industry sector of your choice.
Examine the influence of the Internet on the marketing mix for a certain industrial sector:
Internet technologies have the potential to lower operational and variable expenses. These
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
forces put pressure on enterprises to reduce costs, resulting in a price-focused approach
rather than distinctiveness. Other price-influencing elements include product lifespan
(decreases across cycle) and price sensitivity or elasticity of product.
3 Explain how the Internet has affected pricing policies.
Explain how the Internet has affected pricing policies: The final implication is alternative
pricing structures. Thanks to the internet, brands have even more capabilities when it
comes to pricing strategies. Some products, such as downloadable or digital products, do
not require in-person purchasing or even shipping fees. Think back to the days when you
had to purchase Microsoft word, excel, PowerPoint, and outlook on a Disk from the store to
download it on your computer. The internet has provided us the luxury of eliminating this
need from our routine when we purchase a new computer because we can buy and
download it directly from the comfort of our own home. The same goes for music; gone are
the days we need to purchase a CD to listen to our favourite artist. The internet has
provided brands with new options such as pay per use, rental at a fixed monthly cost,
leasing arrangements, and product bundling. The internet also allows brands to vary their
online prices utilizing basic prices, discounts, add-ons and extra products/services,
guarantees and warranties, refund policies, and order cancellation terms. As you can see,
for consumers, the internet has provided us more convenience when it comes to purchasing
a product. But, for brands, the internet has required them to put in more effort when it
comes to implementing a pricing strategy as it has inevitably changed the rules for setting
prices. Because it is so easy for consumers to compare prices across brands via the internet,
brands need to strategically set their prices to be competitive in the market. When
developing pricing strategies, marketers need to consider the implications mentioned above
to accurately price their product. Next time you are working on pricing a product, don’t
forget to consider these implications.
There are four main implications for internet price:
- Increased price transparency
- Downward pressure on price
- Innovative Pricing approaches
- Alternative pricing structure or policies
4 Does ‘Place’ have any meaning for marketers in the global marketplace enabled by the Internet?
Place is a marketplace where buyers and sellers may meet to execute a transaction. It isn't
constrained by geography, time, or other physical resources.
III-Examination questions
1 Describe three alternative locations for transactions for a B2B company on the Internet.
Describe the three main alternative locations for trading within the electronic marketplace.
1) From company's own web site
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
2) From an intermediary web site or marketplace
3) By making bids after reviewing customers' web sites
2 Explain two applications of dynamic pricing on the Internet.
The two applications of dynamic pricing on the Internet is prices of everyday goods, such as
toilet paper and hand sanitizers increased dramatically based on demand. Among other
common examples of dynamic pricing, we can find happy hours at a local bar, airline pricing
based on seasonality, and ride-hail surge pricing.
IV-Case Study:
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
BELTEI INTERNATIONAL UNIVERSITY Faculty of Law and Sciences
Question: Assess how Spotify competes with traditional and online music providers by reviewing the
approaches it uses for difference elements of marketing mix.
Your Answer: Spotify is a music subscription service they operate in the challenging and
complex music industry. Digital platforms have mixed things up and opened up
opportunities in the marketplace. According to the British Phonographic industry (BPI),
music streaming continues to be a booming business with over 14.8 billion music tracks
being downloaded in 2014 in the UK (which is double the number on the previous year). By
2019, predictions suggest the market for digital music will be worth approaching 14 billion
US dollars. So, for Spotify, there is market growth to capitalise on.
When developing its marketing communication strategy, Spotify has clearly defined
its positioning propositions. Daniel Ek is the co-founder and CEO of Spotify, a music
application, which was launched in 2008, from it base in Stockholm, Sweden. Spotify began
to attract investment and began to implement its marketing strategy. Use of the marketing
mix: Product and price: Spotify was aiming to create a legal and safe digital environment for
music streaming and developed a revenue model which overcame the issues of music being
free at the point of consumption in order to satisfy customer needs.
This involved using two modes of access to the music a fermium model - free
advertising supported streaming service and a premium subscription service, which offered
access to millions of music tracks, free from advertising.
This revenue model successfully supports a distinct value proposition, which
encourages users to sign up to the service. By 2015, Spotify had 15 million paying customers
and 45 million free users. Recording artists receive payment per streamed track. Promotion:
Spotify uses a range of interesting advertising formats: Audio Ad, Display, Homepage
Takeover, Branded Playlist, Video Takeover, Advertiser Page. Place is virtual and streaming
music from online sources has many advantages such as instant access to a global resource
of music, opportunities to share music, search for new artists and enjoy music on the go,
anywhere in the world from a mobile device. This has quickly become a very popular way to
access music and which many millions of music lovers around the world have been keen to
adopt.
Lecturer: KEP Samphy (Ph.D. Candidate) Digital Marketing
