Microenvironment

Question 1

different forms of online presence (search engines, social networks, comparison sites and destination sites) allow the exchange of information and commercial
transactions between customers, businesses
and governments.

Answer 1

Online marketplace analysis

Question 2

understand the level of interest or
desire for your product, service or content that exists
in the online marketplace.

Answer 2

Demand analysis

Question 3

process of comparing actual
performance with potential or desired performance
and identifying where your online presence falls short
of reaching its maximum potential.

Answer 3

Gap analysis

Question 4

• information processing;
• perceived ease-of-use;
• perceived benefits;
• perceived risk;
• enjoyment.

Answer 4

Antecedents

Question 5

• cognitive state (how the customer thinks);
• affective state (how the customer feels)

Answer 5

Experience

Question 6

*customer satisfaction;
* re-purchase intention.

Answer 6

Consequences

Question 7

• Fictional profiles that represent a particular target audience
• Powerful technique for developing customer centered online strategies, company presences and campaigns.

Answer 7

Personas

Question 8

1. Bargaining Power of Buyers
2. Bargaining Power of Suppliers
3. Threat of Substitute Products and Services
4. Threat of New Entrants
5. Rivalry Between Existing Competitors

Answer 8

Porter’s Five Forces

Question 9

• Identifying companies that compete for an organization’s business.
• Reviewing their strengths, areas of expertise, and plans.
• Analyzing their behavior when faced with attempts to capture market share.

Answer 9

Competitor Analysis

Question 10

• Structured analysis of an organization’s online services, capabilities,
  and performance.
• Objective: identify the best practices that can be applied in your
  business.
• Assessing performance relative to competitors in these areas.

Answer 10

Competitor Benchmarking

Question 11

___ have an impact on the value of the product, price, availability, design, and creative features.

Answer 11

Suppliers

Question 12

___ create and distribute content to reach specific
audience.

Answer 12

Publishers

Question 13

Digital marketing ___ facilitate connections
between businesses and target audiences.

Answer 13

intermediaries

Question 14

unique benefits (e.g., instant access, convenience, customization)

Answer 14

Value proposition

Question 15

diverse online audiences

Answer 15

Customer segments

Question 16

online interactions, automated communication, personalized digital experience.

Answer 16

Customer relationships

Question 17

websites, mobile apps, social media, email marketing, online
advertising.

Answer 17

Channels

Question 18

tech partners, influencers, online communities.

Answer 18

Key partners

Question 19

technology-driven processes (e.g., App development, content
creation, data analysis).

Answer 19

Activities

Question 20

experts in digital technologies, data analytics, online marketing and cyber security.

Answer 20

Resources

Question 21

technology infrastructure, software development, platform maintenance, online security,

Answer 21

Cost structure

Question 22

subscription models, digital product sales, freemium models, advertising, data monetization.

Answer 22

Revenue stream

Question 23

Essential metrics used to evaluate and
measure the performance and success of specific processes, activities, or objectives within an organization. They provide valuable insights and enable informed decision-making to drive growth and improvement.

Answer 23

KPIs