Internet Marketing: Strategy, Implementation And Practice 3rd Edition Dave Chaffey - Solutions

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what is B2B e-context
1 Discuss the extent to which B2B e-marketplaces are fundamentally different to traditional offline markets.
3 Explain how Internet technologies can contribute to the development of business strategies.
2 Discuss to what extent trading online alters relationships between trading partners.
4 Outline the advantages and disadvantages of buying and selling online.
3 Suggest why some organisations have highly developed transactional web sites whereas others merely use the Internet for e-mail.
2 Assess the market potential for a construction company contemplating setting up a transactional web site aiming to develop new international markets.
1 Explain the significance of the online business context with specific reference to factors that are likely to affect whether a business buys and/or sells online.
4 Suggest ways a market-orientated B2B company operating in industrial printing markets might be using Internet technologies Ellis-Chadwick et al. (2002) found size to be an important indicator of whether a company woulda) have a web site andb) have developed a fully transactional web site. They
3 Apart from organisational size, suggest other factors that might influence the level and extent of Internet and web adoption. Ellis-Chadwick et al. (2002) found size to be an important indicator of whether a company woulda) have a web site andb) have developed a fully transactional web site. They
2 Choose one of the objectives proposed in your answer to question 1 and develop an argument as to why an organisation might make this particular choice. Particularly, focus on the factors that might influence the choice of marketing objectives. Ellis-Chadwick et al. (2002) found size to be an
1 Suggest three different marketing objectives that an organisation operating in the B2B sector might identify to guide the company’s use of Internet technologies. Ellis-Chadwick et al. (2002) found size to be an important indicator of whether a company woulda) have a web site andb) have
2 This mini case study examines four case companies and includes online clips from the online recruitment pages (see Figures 11.2a to d). What are the key criteria you think each organsiation is conveying to its target audience when recruiting new personnel? (You will need to visit the web pages
1 What types of individuals are each of these companies trying to recruit? Goldenberg and Tang (2005) investigated what leading technology companies have to offer now they are emerging from the dot-com bust. They found the following (see Figure 11.2a to d).Microsoft (Redmond, Washington) offers:
What is the impact of Internet technologies in B2B markets?
What is the role of digital marketing strategies in B2B organisations?
Who are our trading partners?
What are the applications for B2B e-commerce in our business?
How is the traditional sales process changed online?
How are businesses using Internet technologies?
Discuss how companies are utilising Internet technologies as part of their marketing strategies, tactically or strategically
Understand the impact of Internet technologies on buyer–supplier processes, relationships and markets
Explain the meaning of the electronic market place in terms of business potential
Identify the principal uses of the Internet in B2B markets
2 Compare and contrast the opportunities that a high-street e-retailer faces with those of a pureplay e-retailer.
1 It was once predicted that the Internet would replace high-street stores and that within ten years the majority of retail purchases would be made online. Discuss the extent to which you think the goods and services available via the Internet can satisfy the needs of the average consumer.
3 Australasia is home to approximately 2% of Internet users around the globe. Describe how an online retailer might choose to target a market. Illustrate your answer with examples.
2 Discuss whether you consider that all products on sale in the high street can be sold just as easily via the Internet.
1 Evaluate the potential of the Internet as a ‘retail channel’.
3 List the various activities a retailer might include in a customer-facing web site.
1 Describe the variables that a retailer might consider when trying to identify an online target market.
3 Visit the web site of some of lastminute.com’s leading competitors and analyse how much of a threat they pose to the company. Retailing online renders one of the established mantras of the fixed location retailer ‘location location location’redundant. So how are the new e-retailers
2 Discuss how lastminute.com positions itself against the competition? What is the company’s online value proposition? Retailing online renders one of the established mantras of the fixed location retailer ‘location location location’redundant. So how are the new e-retailers establishing and
1 The online travel business is growing rapidly and as a result competition is intensifying. Suggest how lastminute.com can maintain and develop its market share in the future. Retailing online renders one of the established mantras of the fixed location retailer ‘location location
To what extent is the Internet a ubiquitous marketing communication channel? In other words, is it possible for all types of companies operating in all sectors to communicate with all consumer target markets to an equal level of effectiveness? If not, how could retailers determine how to allocate
4 Suggest a solution for the last mile problem that will encourage consumers to increase the amount of goods they purchase via the Internet. Consumers are becoming increasingly aware of the Internet as a channel to market. As established brand names move part or all of their offer online, customers
3 Describe the difficulties that an online retailer attempting to deliver the goods to you might encounter. Consumers are becoming increasingly aware of the Internet as a channel to market. As established brand names move part or all of their offer online, customers are regularly turning to the web
2 State the times of day you are available at home to receive delivery of these goods. Consumers are becoming increasingly aware of the Internet as a channel to market. As established brand names move part or all of their offer online, customers are regularly turning to the web to make their
1 List five physical products that you or one of your neighbours might purchase via the Internet and require delivering to your home. Try to choose products from different categories, e.g. an item of clothing, fresh food, furniture, drink and computer equipment. Consumers are becoming increasingly
Tesco.com, has established a position of being the world’s leading online grocer with an estimated sales turnover of £401m and profits up 37% to £21m (as at 21 September 2005).However, Iceland was the first UK retailer to offer nationwide delivery of a range of groceries ordered via the web and
Design a web site Design an e-retail web site for a specialist retailer serving a niche market, for example a specialist health product retailer (see Figure 10.2). Use the four key factors identified by Wolfinbarger and Gilly (2003) to guide your design. Remember to consider:1 Who are the online
Select a product or service of your choice that you are about to or would like to be able to purchase. Visit as many web sites as required until you find a product or service that could meet your needs (see Figure 10.1, for example).Using your online shopping experience identify:1 The problem you
What are the key considerations when developing an e-retail strategy?
What services can be provided online?
Which factors affect demand for online business-to-consumer services?
What are customer expectations of web-based service delivery?
Who are the online customers?
Identify Internet retail formats and understand the implications of business models applied to the Internet by retail organisations
Identify the key uses of the Internet within a business-to-consumer context
Understand the potential of online business-to-consumer markets
8 Why is it useful to integrate the collection of online and offline metrics?
7 Explain how a web log file analyser works. What are its limitations?
6 How can focus groups and interviews be used to assess web site effectiveness?
5 What is the difference between online and offline metrics?
4 Why should content development be distributed through a large organisation?
3 Define and explain the purpose of test and live versions of a web site.
2 Explain the difference between hits and page impressions. How are these measured?
1 Why are standards necessary for controlling web site maintenance? What aspects of the site do standards seek to control?
8 If a customer can be persuaded to register his or her name and e-mail address with a web site, how can this information be used for site measurement purposes?
7 You have been appointed as manager of a web site and have been asked to develop a metrics programme. Briefly explain the steps you would take to develop this programme.
6 Give three reasons explaining why a web site may have to integrate with existing marketing information systems and databases within a company.
5 Distinguish between a test environment and a live environment for a web site. What is the reason for having two environments?
4 Describe and briefly explain the purpose of the different stages involved in updating an existing document on a commercial web site.
3 Measurement of web sites concerns the recording of key events involving customers using a web site. Briefly explain five different types of event.
2 Explain the following terms concerning measurement of web site effectiveness:(a) hits;(b) page impressions;(c) referring pages.
1 Why are standards necessary to control the process of updating a web site? Give three examples of different aspects of a web site that need to be controlled.
4 The first version of a web site for a financial services company has been live for a year.Originally it was developed by a team of two people, and was effectively ‘brochureware’. The second version of the site is intended to contain more detailed information, and will involve contributions
3 You have been appointed as manager of a web site for a car manufacturer and have been asked to refine the existing metrics programme. Explain, in detail, the steps you would take to develop this programme.
2 ‘There is little value in the collection of online metrics recorded in a web server log file. For measurement programmes to be of value, measures based on marketing outcomes are more valuable.’ Discuss.
1 ‘Corporate standards for a web site’s format and update process are likely to stifle the creative development of a site and reduce its value to customers.’ Discuss.
4 How does the Amazon ‘culture of metrics’ differ from that in other organisations from your experience. Why a case study on Amazon? Surely everyone knows about who Amazon are and what they do? Yes, well, that’s maybe true, but this case goes beyond the surface to review some of the
3 Explain what distinguishes Amazon in its uses of technology for competitive advantage. Why a case study on Amazon? Surely everyone knows about who Amazon are and what they do? Yes, well, that’s maybe true, but this case goes beyond the surface to review some of the ‘insider secrets’ of
2 Using the case study, characterise Amazon’s approach to marketing communications. Why a case study on Amazon? Surely everyone knows about who Amazon are and what they do? Yes, well, that’s maybe true, but this case goes beyond the surface to review some of the ‘insider secrets’ of
1 By referring to the case study, Amazon’s web site for your country and your experience of Amazon offline communications evaluate how well Amazon communicates their core proposition and promotional offers. Why a case study on Amazon? Surely everyone knows about who Amazon are and what they do?
Purpose Assess how quality control and efficiency can be balanced for revisions to web content.Activity The extract below and Figure 9.10 illustrate a problem of updating encountered by this company. How can they solve this problem?Problem description From when the brand manager identifies a need
How do I measure the effectiveness of web marketing?
What processes should I use to maintain the web site?
How much resource do I need to put into maintaining and monitoring the site?
Develop an appropriate process to collect measures for Internet marketing effectiveness
Understand terms used to measure and improve site effectiveness
Identify the tasks necessary when managing an online presence
7 Give an example of an online loyalty scheme and briefly evaluate its strengths and weaknesses.
6 Name three ways in which e-mail can be used for promotion of a particular web site page containing a special offer.
5 What are ‘meta-tags’? How important are they in ensuring a web site is listed in a search engine?
3 Clickthrough is one measure of the effectiveness of banner advertising. Answer the following:(a) What is clickthrough?(b) Which factors are important in determining the clickthrough rate of a banner advertisement?(c) Is clickthrough a good measure of the effectiveness of banner advertising?
2 Describe four different types of site on which online banner advertising for a car manufacturer’s site could be placed.
1 Give three examples of online promotion and briefly explain how they function.
4 Compare the effectiveness of different methods of online advertising including banner advertisements, e-mail inserts, site co-branding and sponsorship.
3 ‘Online promotion must be integrated with offline promotion.’ Discuss.
1 Discuss the analogy of Berthon et al. (1998) that effective Internet promotion is similar to a company exhibiting at an industry trade show attracting visitors to its stand.
8 What do you think the relative importance of these Internet-based advertising techniques would be for an international chemical manufacturer?(a) Banner advertising.(b) Reciprocal links.(c) E-mail.
7 How should web sites be promoted offline?
6 Explain how an online loyalty scheme may work.
5 Explain the value of co-branding.
4 How can a company promote itself through a search engine web site?
3 Select a Unilever brand not represented in the case and identify appropriate communications techniques to reach its audience. Context Large fast-moving consumer goods (FMCG) organisations such as Unilever, Procter & Gamble or Masterfoods face many challenges when exploiting interactive
2 Explain how Unilever can use specific online communications tools to reach different target audiences and achieve different objectives. Context Large fast-moving consumer goods (FMCG) organisations such as Unilever, Procter & Gamble or Masterfoods face many challenges when exploiting interactive
1 Summarise how Unilever and its agencies have used the marketing communications characteristics of digital media to support their brands. Context Large fast-moving consumer goods (FMCG) organisations such as Unilever, Procter & Gamble or Masterfoods face many challenges when exploiting interactive
This activity is intended to highlight methods of on-site promotion which may cause people to visit a web site, stay for longer than one click and then return. For each of the following techniques, discuss:1 how the incentives should be used;2 why these incentives will increase the length of site
Describe the The characteristics of interactive marketing communications

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Internet Marketing: Strategy, Implementation And Practice 3rd Edition Dave Chaffey - Solutions

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