1- What is the RFM analysis about?

RFM analysis scans the database for three criteria. First, when did the
customer last purchase (recency)? Second, how often has the customer
purchased products (frequency)? Third, how much has the customer spent
on product purchases (monetary value)?

2- What are the five steps for primary data collection?

 Research problem.
 2. Research plan.
 3. Data collection.
 4. Data analysis.
 5. Distribution of findings/Addition to the database.
3- Define Marketing Information System (MIS).
A marketing information system (MIS) is the process by which marketers
manage knowledge. The MIS is a system of assessing information needs,
gathering information, analyzing it, and disseminating it to marketing
decision makers.

4- What are the social media measurement areas in the social

media performance metrics?
 Awareness/Exposure Metrics
 Brand Health Metrics
 Engagement Metrics
 Action Metrics
 Innovation Metrics
5- list the Three cornerstones for attracting today’s customers
online and explain them.
1. Reputation (‫وكتب لها شرح قصير من عندك‬
2. Relevance (‫وكتب لها شرح قصير من عندك‬
3. Engagement (‫وكتب لها شرح قصير من عندك‬
6- How does technographics system work?
  Technographics works by combining three specific variables :
1. First, researchers ask questions to determine whether a person is
optimistic or pessimistic toward technology.
2. Next, they measure a user’s income level because it is an important
determinant of online shopping behavior.
3. Finally, they query users about their primary motivation for going
online.
7- what are the three dimensions a company can differentiate its
offerings along online?
• Service differentiation.
• Customer relationship management (CRM).
• Personnel differentiation.
8- Marketers must make five general product decisions that
comprise its bundle of benefits to meet customer needs. List the
five benefits and explain them.
1. Attributes: Product attributes include overall quality and specific
features.
2. Branding: A brand includes a name (McDonald’s), a symbol (golden
arches), or other identifying information.
3. Support services: Customer support—during and after purchases— is
a critical component in the value proposition.
4. Labeling: Product labels identify brands, sponsoring firms, and product
ingredients, and often provide instructions for use and promotional materials
5. Packaging:
9- List the six categories of new-product strategies for e-
marketing and explain them.
 Discontinuous Innovations : are new-to-the-world products never
seen before.
 New-Product Lines: These are introduced when companies take an
existing brand name and create new products in a completely
different category.
 Additions to Existing Product Lines: This occurs when organizations
add a new flavor, size, or other variation to a current product line.
  Improvements or Revisions of Existing Products: These products are
introduced as “new and improved” and, thus, replace the old
product.
 Repositioned Products: These are current products that are either
targeted to different markets or promoted for new uses.
 Me-Too Lower-Cost Products :These are introduced to compete with
existing brands by offering a price advantage.
10- List the two types of dynamic pricing and explain them
1. Segmented pricing, where the company sells a good or service at
two or more prices, based on segment differentiation rather than
cost alone
2. Price negotiation, where the company negotiates prices with
individual customers