Digital Business And E-commerce Management Strategy Implementation And Practice 6th Edition Dave Chaffey - Solutions

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types and sources of broadcast programs, and the strategies employed to air them with maximum effect?
major differences between programming a television station affiliated with one of the three original networks and programming an affiliate of another network or an independent station?
Are additional network programs a possibility? If so, which?
Could locally produced, advertiser-supported programs be part of the mix? If so, describe them.
Are there possibilities for subscription or paid programming blocks? If so, what are they?
Are there other services that could be offered? If so, which?
What are your recommendations? How do you support them?
What are the pros and cons of each of Dan’s options?
Are there additional options? If so, what are they?
How realistic is Dan’s third option? Explain.
the functions of the sales department and the responsibilities and attributes of its personnel?
the sale of time to local, regional, and national advertisers?
research methods and the uses of research in sales?
How will you respond to Dorothy’s “new and different” rationale?
She appears convinced that the radio program will reach more potential customers than her TV spots. Is she correct? Explain your response.
Will you try to counter her cost argument? If so, how?
What are your reactions to Thelma’s conclusions about your station’s reach and her plan to move to cable?
Does Cliff have a salable idea? Explain your response.
Do you see any ways in which the idea can be improved? If so, describe them.
Explain the link between digital marketing and digital business and why they may be considered separately.AppendixLO1
Outline the stages in a strategic digital marketing planning process, for each stage noting two aspects that are of particular importance for digital marketing.AppendixLO1
What is the Internet contribution and what is its relevance to digital marketing strategy?AppendixLO1
What factors will govern the Internet contribution that is set for a given organisation?AppendixLO1
Why and how should a company approach benchmarking of online competitors?AppendixLO1
Describe what is meant by a complementary and replacement Internet channel strategy and give examples of products for which companies follow a particular approach.AppendixLO1
Summarise new opportunities to vary the marketing mix that arise through deploying the Internet.AppendixLO1
How can online and offline techniques be used in the control stage of strategy?AppendixLO1
Select a particular market sector and assess the past, current and future customer use of the Internet as a medium to select and buy products.AppendixLO1
Develop an outline strategic digital marketing plan for an organisation with which you are familiar.AppendixLO1
‘Traditional strategic planning has no relevance for the start‑up company given the dynamism of the marketplace.’ Discuss.AppendixLO1
Assess the value and importance of the Internet contribution in setting digital marketing objectives in relation to other possible objectives.AppendixLO1
Explain how the digital business can make use of technology to monitor and control its operations.AppendixLO1
Outline the stages involved in developing a strategic digital marketing plan.AppendixLO1
Explain what is meant by the Internet contribution and outline how companies will decide on a realistic objective.AppendixLO1
What opportunities may there be to vary the Price and Place components of the marketing mix when delivering services through the Internet?AppendixLO1
What is a complementary Internet channel strategy and for which companies will this be most appropriate?AppendixLO1
What different aspects of digital marketing should be monitored as part of controlling digital marketing? Name three examples of how technology can be used to assist monitoring.AppendixLO1
Explain the strategic options available for a company currently selling the majority of its products in a single country for product and marketplace positioning.AppendixLO1
What do the concepts of reintermediation and disintermediation imply for the tactics a company employs for the Promotion and Place elements of the marketing mix?AppendixLO1
Outline how the electronic medium requires different tactics for effective marketing communications.AppendixLO1
What are the key characteristics of a digital business strategy model?AppendixLO1
Select a retailer or manufacturer of your choice and describe what the main elements of its situation analysis should comprise.AppendixLO1
For the same retailer or manufacturer, suggest different methods and metrics for defining digital business objectives.AppendixLO1
For the same retailer or manufacturer, assess different strategic options to adopt for digital business.AppendixLO1
Evaluate the range of restructuring options for an existing ‘bricks-and-mortar’organisation to move to ‘bricks-and-clicks’or ‘clicks-only’contributing a higher online revenue.AppendixLO1
Explain the main strategy definition options or decisions available to an organisation intending to become a digital business.AppendixLO1
Between 1994 and 1999 Amazon lost more than $500m, but at the end of this period its valuation was still more than $20bn. At the start of 2000, Amazon.com underwent its first round of job cuts, sacking 150 staff or 2% of its worldwide workforce.Later in 2000 its valuation dropped to less than
Analyse the reasons for the failure of the original boo.com. Research and assess the sustainability of the new boo.com business model.AppendixLO1
What can existing businesses learn from the business approaches of the dot-com organisations?AppendixLO1
What are the similarities and differences between the concepts of business process re‑engineering (BPR) and digital business? Will the digital business concept face the same fate as BPR?AppendixLO1
Discuss this statement by David Weymouth, Barclays Bank chief information officer(Simons, 2000b):There is no merit in becoming a dot-com business. Within five years successful businesses will have embraced and deployed at real-scale across the whole enterprise, the processes and technologies that
Compare and contrast different approaches to developing digital business strategy.AppendixLO1
Define the main elements of a digital business strategy.AppendixLO1
You are the incumbent digital business manager for a domestic airline. What process would you use to create objectives for the organisation? Suggest three typical objectives and how you would measure them.AppendixLO1
Explain the productivity paradox and its implications for managers.AppendixLO1
What choices do executives have for the scope and timeframe of implementing digital business?AppendixLO1
Why is environmental scanning necessary?AppendixLO1
Give an example how each of the macro-environment factors may directly drive the content and services provided by a website.AppendixLO1
Summarise the social factors that govern consumer access to the Internet. How can companies overcome these influences once people venture online?AppendixLO1
What actions can e‑commerce managers take to safeguard consumer privacy and security?AppendixLO1
What are the general legal constraints that a company acts under in any country?AppendixLO1
How do governments attempt to control the use of the Internet?AppendixLO1
Summarise adoption patterns across the continents.AppendixLO1
How should innovation be managed?AppendixLO1
You recently started a job as e‑commerce manager for a bank. Produce a checklist of all the different legal and ethical issues that you need to check for compliance on the existing website of the bank.AppendixLO1
How should the e‑commerce manager monitor and respond to technological innovation?AppendixLO1
Benchmark different approaches to achieving and reassuring customers about their privacy and security using three or four examples for a retail sector such as travel, books, toys or clothing.AppendixLO1
‘Internet access levels will never exceed 50% in most countries.’ Discuss.AppendixLO1
Select a new Internet access technology that has been introduced in the last two years and assess whether it will become a significant method of access.AppendixLO1
Assess how the eight principles of the UK Data Protection Act (www.gov.uk/dataprotection)relate to actions that e‑commerce managers need to take to ensure legal compliance of their site.AppendixLO1
Explain the different layers of governance of the Internet.AppendixLO1
Summarise the macro-environment variables a company needs to monitor.AppendixLO1
Explain the purpose of environmental scanning.AppendixLO1
Give three examples of how websites can use techniques to protect the user’s privacy.AppendixLO1
What are the three key factors which affect consumer adoption of the Internet?AppendixLO1
Explain the significance of the diffusion–adoption concept to the adoption of new technologies to:(a) Consumers purchasing technological innovations.(b) Businesses deploying technological innovations.AppendixLO1
What action should e‑commerce managers take to ensure compliance with ethical and legal standards of their site?AppendixLO1
What are the goals of acquisition and retention in an online context?AppendixLO1
Outline the differences between permission marketing and interruption marketing including reference to the terms ‘opt‑in’ and ‘opt-out’.AppendixLO1
Summarise the main types of online marketing communications for traffic-building.AppendixLO1
Explain why mixed-mode buying needs to be understood by those managing an e‑commerce site.AppendixLO1
Explain a range of techniques for attracting repeat visits to a website.AppendixLO1
What is the difference between personalisation and mass customisation?AppendixLO1
How can an e‑commerce site be used to achieve extension in CRM?AppendixLO1
What are the management issues in managing data and applications integration in CRM?AppendixLO1
On what basis should marketing managers decide on the communications mix for an e‑commerce site?AppendixLO1
Evaluate the current communications mix for an online e‑tailer and make recommendations for future communications to achieve customer acquisition and retention.AppendixLO1
Show how an understanding of the online buying process can be used to revise marketing communications.AppendixLO1
Explain, using examples, typical differences between a traffic‑ building campaign for a B2B and a B2C company.AppendixLO1
Examine the relationship between customer satisfaction, loyalty and sales in relation to a pureplay e‑commerce site.AppendixLO1
Examine the benefits and disadvantages of personalisation, community‑ building and direct email. For an organisation of your choice recommend a suitable balance between these e‑marketing tools.AppendixLO1
Assess whether a multi‑ vendor or single (limited number) vendor strategy is best for the implementation of e‑CRM systems.AppendixLO1
Recommend a social CRM data and application architecture for a B2C company that provides integration with related legacy systems.AppendixLO1
Explain the concept of mixed‑ mode buying with reference to a pureplay e‑commerce bookseller.AppendixLO1
You are the e‑commerce manager for a B2C site. Write an explanation to be included in a report to the managing director of why a permission marketing approach is required.AppendixLO1
What different types of searching behaviour are exhibited by online users and what are the implications for someone responsible for traffic‑ building on a site?AppendixLO1
With reference to customer acquisition and retention, explain two goals for each required by an e‑commerce site manager.AppendixLO1
Outline four different methods of building website traffic.AppendixLO1
Explain three factors that will influence the balance of online and offline website promotion for an organisation.AppendixLO1
How can an e‑commerce site be used to inform new product development?AppendixLO1

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Digital Business And E-commerce Management Strategy Implementation And Practice 6th Edition Dave Chaffey - Solutions

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