| International Business : The Challenge of Global Competition, 8/e Donald Ball Wendell H. McCulloch,
California State University Long Beach Paul L. Frantz,
California State University Long Beach Michael Geringer,
California Polytechnic State University Michael S. Minor,
University of Texas Pan American
Assessing and Analyzing Markets
E Business CasesStudents: Included here are some internet/case assignments relating to E-Business that you can use to review or that your instructor may give as assignments. Your instructors have been given the answers to these questions and may choose to give them out to you or not. The Nielsen NetRatings
This case is designed to:
- Focus your attention on the relationship between the continued emergence
of e-Business and effective Market Research;
- Acquaint you with the Nielsen NetRatings; and
- Illustrate the international aspect of market research of e-Businesses using
the Nielsen NetRatings.
The Internet and the World Wide Web are creating tremendous opportunities for
businesses of all types and sizes. E-Business and computer-mediated interaction
have transformed businesses by providing instantaneous large-scale communications.
This is causing radical changes in how companies conduct business and interact
with the public, the government and each other. In addition, domestic borders
are vanishing as businesses utilize the electronic environments to operate on
a global scale.
E-Business can take a number of forms such as Business-to-Consumer, Business-to-Business
and Consumer-to-Consumer. Amazon.com (http://www.amazon.com), an online retailer,
is an example of a Business-to-Consumer e-Business; Covisint (http://www.covisint.com),
an online exchange connecting major automobile manufacturers and their suppliers
is an example of a Business-to-Business. eBay (http://www.ebay.com), an online
auction platform, is an example of a Consumer-to-Consumer e-Business.
As businesses are radically changing their modes of operation, so too is market
research changing to accommodate these new business forms. One example of this
is the Nielsen NetRatings found at http://www.nielsen-netratings.com/
. Nielsen NetRatings, a subsidiary of Nielsen Media Research, focuses its attention
on how people use the Internet.
Case Instructions:
Go to the Nielsen NetRatings website found at http://www.nielsen-netratings.com/
and answer the following questions.
- The information provided by Nielsen NetRatings is segmented into four geographic
regions. What are these four geographic regions?
- Locate information about Internet activity in the United States. What are
the top ten monthly Banner Ads viewed in the United States? What are the top
ten Web Advertisers? How many of the top ten Web Advertisers are in the top
ten Banner Ads?
- Locate information about Internet activity in Japan. What are the top ten
monthly Banner Ads viewed in Japan? What are the top ten Web Advertisers?
How many of the top ten Web Advertisers are in the top ten Banner Ads?
- Click on "Products and Services". One of the items that you will
see is "Methodology and Technology". There, you are told that Nielsen//NetRatings
services use unique technology capable of measuring both Internet use and
advertising to provide the most timely, accurate and comprehensive Internet
usage data and advertising information in the global marketplace. You're also
told that the Nielsen//NetRatings service now has more than 425 clients worldwide
and by 2001 will measure over 90 percent of the world's Internet audience
in over 30 countries. What specific capabilities has NetRatings pioneered?
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