Electronic Marketing: Theory & Practice For The 21st Century 1st Edition John O’ Connor, Eamonn Galvin, Martin Evans - Solutions

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How is the same concept developed at Home Advisor (www.homeadvisor.com)?
Visit Third Age’s website (www.thirdage.com) and comment on the range of products and services that Third Age has created as part of its extended enterprise.
Why is engaging the marketing and sales staff in systems so important for final success?
What is contributing to the rise in outsourcing?
Why are companies increasingly using packaged software?
What do you understand by the ‘IT skills gap’ in the marketing function?
‘Unrealistic expectations of what technology can achieve has led to many systems disappointments.’ Discuss.
Choose a company that, in your opinion, employs information technology systems effectively in its marketing function. What distinguishes this company from its competitors?
Use the internet to research how a company like Tesco can implement electronic links with its suppliers.
Why has it not been easy for the three retailers to set up their respective collaboration efforts?
What are the benefits of sharing sales, forecast and promotional information between retailers and their key suppliers?
How do the retailers in this case study exemplify the concept of the ‘extended enterprise’?
As above, but this time visit Daksh’s website (www.daksh.com). Prepare a note to your CEO comparing the advantages of setting up the call centre in India.
You are the customer services director for a European hotel chain responsible for 400 customer services representatives located across Europe. Your people provide telephone booking services to customers. Go online to the IDA website(www.ida.ie) and find out what the Irish government has to offer if
Describe a typical day in the life of a field service engineer who has been equipped with the latest mobile technology.
How is the internet impacting the way customer service is delivered?Give examples.
Why have call centres grown so quickly in countries like Ireland?
Select a mid-sized company that you know well (such as your own bank).Find out how many different points of telephone contact there are for that organisation, and discuss how service and support might be improved.
Why have call centres grown in popularity for the provision of customer service?
Search the HP and Compaq websites to find how they provide customer service and technical support. Which service mechanism do they promote more heavily– human operator or electronic self-service?
‘Not every transaction suits conventional phone contact.’ Discuss.
Search the internet for other companies that provide similar software or service to PhoneMe. Which websites provide such call-back functionality?
Now visit Salesforce.com’s website (www.salesforce.com). Prepare a short note to your CEO outlining the benefits of this system.
You are the sales director for the UK division of a large car manufacturing company. You have over 100 salespeople working for you and they service over 500 distributors across the UK. Visit the website of Siebel (www.siebel.com).Prepare a short note to your CEO outlining some of the advantages of
When implementing a sales force solution, why is it so important to look at re-engineering the supporting processes?
Why is new wireless technology likely to play such an important part in the development of sales force systems?
Why is the human factor so important when implementing technology for the sales force?
Discuss three benefits of automating a sales force.
‘The sales force has been slower to adopt new technology than other functions such as manufacturing.’ Discuss.
What have been the major changes in the focus of the sales function over the last decade?
‘In industrial marketing, the productivity of the sales force is a key driver of profitability.’ Discuss.
‘Distance is no barrier using sales force automation tools.’ Discuss.
How could this system increase productivity by 100 per cent?
Why would a company like ptl find the web-leads functionality so useful?
‘Salespeople as a rule tend not to be systems people.’ Discuss.
What are the advantages to Products of Technology Ltd (ptl) of using the salesforce.com software product?
Surf the web on a topic of your choice. Record the details from the first 20 screens that you access. How many banner ads and how many other advertising messages did you encounter? Comment on how effective they were.
Why is interactive media such an exciting area in marketing?You are a financial journalist and have just been asked to write 200 words on the challenges facing Nokia. Use the company’s website (www.nokia.com) and other sources on the web to write your short article.
‘The internet has had mixed results as an advertising medium.’ Discuss.
Why has direct mail continued to grow?
Why does radio advertising continue to be so important?
Outline three reasons why marketing managers should be interested in direct response television.
Outline some of the key developments in television advertising over the last 20 years.
Why are television audiences becoming more fragmented?
In your opinion do you think Freeview can succeed?
Compare the approach of ITV Digital to that of Sky. Why was Sky more successful?
Why does the government care about the future of digital broadcasting?
What impact will the move to a digital broadcasting environment have on marketing?
What is the difference between multichannel television and digital television, and why does it matter to advertisers?
Visit Egg (www.egg.co.uk) and Citibank (www.citibank.co.uk). Compare and contrast the two different product offers.
Both Dell and IBM product PCs. Log on to their websites (www.dell.com and www.ibm.com). What is the apparent difference in the way they go to market?Compare and contrast the two sites under the following headings:a) product range;b) capability to purchase a PC online;c) ease of use of different
Outline three challenges associated with managing multiple distribution channels.
What do you understand by the term ‘hybrid marketing’?
Why are EPOS systems so important in the retailing industry?
Why should a manufacturer consider using an intermediary?
What is the impact of e-commerce and the internet on distribution?
Comment on the role of distribution channels in the marketing mix.
‘With business travellers becoming more price sensitive, airlines should make all their fares available through all distribution channels.’ Discuss.
per cent.
Explain how the company Research Machines of Abingdon was able to reduce its fare costs by
Why would business travellers want to switch to leisure fares and how is the industry responding?
Why would customers want to know more about the relationship between online travel agents and the major airlines?
What type of additional services should online travel agents look at providing for their customers?
‘Online travel caters to customers’ love of instant gratification.’ Comment.
Why do you think the online travel industry has been such an e-commerce success story?
You are planning a flight from London to Paris. Visit the site of Ryanair(www.ryanair.com) and British Midland (www.flybmi.com) and compare the different prices for similar flights. What differences did you find in the way the sites are organised and in the way the pricing is presented to the
You are going buy a new widescreen television. The model you have selected is a Sony 34-inch FD Trinitron television. Visit mySimon (www.mysimon.com)and one other pricing agent site of your choice (see Table 10.1). What is the percentage difference between the cheapest and most expensive price you
What do we mean by customer reaction to complex pricing?
‘We have not yet reached the point of frictionless commerce, but we are close.’Comment.
Outline three reasons why a business should use a pricing support system.
What do you understand by yield management? Give two examples where it is used other than the airline industry.
Why is it important to price for different segments of the demand curve?
Evaluate the effectiveness of different pricing agents.
Why have online auctions grown so rapidly?
How is the internet rewriting the rules of pricing?
What do you think QXL must do to survive?
Visit eBay (www.ebay.com) and QXL (www.qxl.com). In your estimation, which site is easier to use? Why?
Comment on eBay’s use of new technology to improve its service.
What are the main challenges QXL faces as the number-two player in the UK market?
Visit the site of MatrixOne (www.matrixone.com). What are the key benefits of the kind of products it has developed?
Assume you are the manufacturing manager for a factory producing PCs. Visit Dassault Systemes’ website (www.3ds.com) and write a short note on the three products you think would be most useful in your plant and why.
‘IT and other forms of technology are critical to modern manufacturing.’ Discuss.
What do we mean by ‘design-for-manufacture’?
Outline three reasons why companies want to reduce time to market.
How can technology accelerate the new product development process?
Why would companies want to turn products into services?
Describe how technology is driving the development of new products and services.
How does eMatrix compare to any of the PLM products from Dassault Systemes(see Exhibit 9.8)?
Compare Baldwin Filters’ NPD process to the one outlined earlier in this chapter.What, if any, are the differences?
What were Baldwin Filters’ real marketing issues?
Did Baldwin Filters face a marketing or a manufacturing problem?
How do you think Samsung Life can increase their ‘cross-selling capabilities’?
Describe some of the immediate benefits of the new data warehouse system that Samsung Life implemented.
‘Technology is at the heart of an efficient life insurance company.’ Comment.
Visit CRMGuru’s website (www.crmguru.com) and register as a user. You will receive e-mails providing updates on aspects of CRM. Comment on how the website seeks to build a relationship with you.
Visit the Broadvision site (www.broadvision.com) and discuss how its products can assist in relationship marketing.
What is the relevance of ERP systems to CRM?
Why is technology so important in implementing CRM?
Why is it important to have a ‘single view of the customer’ in an organisation?
Discuss different approaches to building customer loyalty. Give examples of companies that, in your view, effectively build customer loyalty.

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Electronic Marketing: Theory & Practice For The 21st Century 1st Edition John O’ Connor, Eamonn Galvin, Martin Evans - Solutions

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