CASE STUDY
• Case 1: Yahoo, Google, and Chrysler: How the Internet Is Changing
Advertising and Marketing
• FACTS:
• Today companies are spending more money on online advertising.
• With the increase in online advertising, Yahoo and Google have become the most
highly prized media companies in the world.
• Yahoo has led the way in persuading large companies to use online advertising instead
of traditional media.
• According to a survey, sixty-three percent said that online advertising was a brand
building tool “equal to or better than” advertising on TV or in print.
QUESTIONS:
• Why are companies like Chrysler now looking more favorably at the Internet as a
great medium for their advertising dollars? What has happened to change their
view?
• How do Google’s online ad revenue sources and strategy differ from Yahoo’s?
Which online ad strategy is superior for attracting advertising from small
companies? For attracting advertising from large companies? Defend your
position.
• If you were director of marketing communications at Chrysler, how would you
distribute Chrysler’s advertising dollars among online and traditional TV and
print media? Defend your position
CASE STUDY 2
• Case 2: eBay versus Google and Microsoft: The Competitive Battle for e-
Commerce Supremacy
• FACTS:
• eBay enjoyed virtual monopoly in online auction for almost a decade.
• Now it is facing competition from Google & Microsoft.
• Analysts think that search and advertising will define the future of e-Commerce.
• Windows Live Expo is Microsoft’s competitive weapon in its battle with eBay and Google
for the online classifieds market.
• eBay is addressing these challenges by acquiring companies like Skype, Shopping.com, and
other international classified sites.
QUESTIONS
• Do you agree with Google and Microsoft that eBay is now vulnerable to
their assaults via Google Base and Windows Live Expo? Why or why not?
• What are the major advantages and limitations of Google Base and Windows
Live Expo? Which do you prefer, or would you use both? Why? Go to their
Internet Web sites and read reviews at other sites to help you answer.
• Are eBay’s development of Kijiji, acquisition of Skype, alliance with Yahoo,
and other acquisitions as noted in this case enough to ward off the
competitive assaults of Google and Microsoft? Defend your position.
ISAI 413 - PRACTICAL EXERCISE 1
• Opening up selective databases to outsiders is not a risk-free strategy for a company.
What risks are involved? What safeguards should be put in place to guard against loss
or misuse of a company’s data?
• Discuss and take a stand on these issues.
• Wireless sensor devices, or “motes,” can detect changes in temperature, pressure,
moisture, light, sound, or magnetism and report the information using wireless radio.
• What are some of the business benefits associated with using wireless networks to collect and
transmit data?
• What are some of the challenges faced by this use of wireless technologies? What solutions can you
offer?
