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

How do I choose the best mix of online and offline communications techniques?
What are the strengths and weaknesses of these promotional tools?
How do their characteristics differ from those of traditional media?
What are the new types of interactive marketing communications tools I can use?
Relate promotion techniques to methods of measuring site effectiveness
Understand the importance of integrating online and offline promotion
Identify effective methods for online and offline promotion
Assess the difference in communications characteristics between digital and traditional media
7 What is meant by ‘opt-in’? Why should it be taken into account as part of web site design?
6 When the graphic design and page layout of a web site are being described, what different factors associated with type and set-up of a PC and its software should the designer take into account?
5 Name, and briefly explain, four characteristics of the information content of a site that will govern whether a customer is likely to return to that web site.
4 How are focus groups used to gain understanding of customer expectations of a web site?
3 A company is selecting an ISP. Explain:(a) what an ISP is;(b) which factors will affect the quality of service delivered by the ISP.
2 What controls on a web site project are introduced at the initiation phase of the project?
4 When designing the interactive services of a web site such as online forms and e-mails to customers, what steps should the designer take to provide a quality service to customers?
2 Select three web sites of your choice and compare their design effectiveness. You should describe design features such as navigation, structure and graphic design.
1 Discuss the relative effectiveness of the different methods of assessing the customers’ needs for a web site.
7 What is a hierarchical web site structure?
6 List the options for designing web site menu options.
5 Explain the structure of an HTML document and the concept of ‘tags’.
4 List the factors that determine web site ‘flow’.
3 What is domain name registration?
2 Compare the quality of the online customer experience of dabs.com by visiting the site and those of its competitors such as www.ebuyer.com and www.euroffice.com. Explain the categories of criteria you have used to make your assessment. This case study highlights the importance placed on web site
1 The management of dabs.com have invested in several major upgrades to its online presence in order to improve the online customer experience.Assess the reasons for the need to invest in site upgrades by referring to the dabs.com example. To what extent do you think major, regular site upgrades
Purpose To understand the elements of online service quality.Activity Think back to your experience of purchasing a book or CD online. Alternatively, visit a site and go through the different stages. Write down your expectations of service quality from when you first arrive on the web site until
Purpose To highlight the outsourcing available for e-business implementation and to gain an appreciation of how to choose suppliers.Activity A B2C company is trying to decide which of its e-business activities it should outsource.Select a single supplier that you think can best deliver each of
What are the accepted standards of site design needed for an effective site?
Which forms of buyer behaviour do consumers exhibit online?
Which techniques can I use to determine visitors’ requirements?
What are the key factors of online service quality and site design that will encourage repeat visitors?
Which activities are involved in building a new site or updating an existing site?
Define the factors that are combined to deliver an effective online customer experience
Describe the design elements that contribute to effective web site content
Describe the different stages involved in creating a new site or relaunching an existing site
6 What is the role of a database when conducting one-to-one marketing on the Internet?
5 Suggest three measures a company can take to ensure a customer’s privacy is not infringed when conducting one-to-one marketing.
4 Explain the concept of a ‘virtual community’ and how such communities can be used as part of relationship marketing.
3 How does a company initiate one-to-one marketing with a company using the Internet?
1 Define and explain direct marketing within the Internet context.
4 Explore the legal and ethical constraints upon implementing relationship marketing using the Internet.
3 Write a report summarising for a manager the necessary stages for transforming a brochureware site to a one-to-one interactive site and the benefits that can be expected.
2 Compare and contrast traditional transaction-oriented marketing with one-to-one marketing using the Internet.
8 How can a web site integrate with telemarketing?
6 Explain the relationship between database marketing, direct marketing and relationship marketing.
3 What is meant by ‘customer profiling’?
2 Explain personalisation in an Internet marketing context.
1 Why is the Internet a suitable medium for relationship marketing?
3. Assess potential reaction to change amongst staff and outline approaches through which this could be managed. The high street retailer Boots launched its Advantage loyalty card in 1997. Today, there are over 15 million card holders of which 10 million are active. Boots describes the benefits for
2. Summarise changes to organisational structure and responsibilities which may be necessary for introduction of such a scheme. The high street retailer Boots launched its Advantage loyalty card in 1997. Today, there are over 15 million card holders of which 10 million are active. Boots describes
1. Summarise the potential benefits a loyalty scheme can deliver in terms of improved knowledge about customers. The high street retailer Boots launched its Advantage loyalty card in 1997. Today, there are over 15 million card holders of which 10 million are active. Boots describes the benefits for
Using the example of the lifetime value for the current donor base with the current system, calculate the LTV with the new system. A charity is considering implementing a new e-mail marketing system to increase donations from its donors. The charity’s main role is as a relief agency which aims to
Summarise the data types that Deutsche Bank collects and how they are used for customer relationship management. Deutsche Bank is one of the largest financial institutions in Europe, with assets under management worth 100 billion euros (£60 billion). It operates in seven different countries under
What do personalisation and mass customisation mean and how should I apply them in my marketing?
How do I implement permission marketing?
How can the Internet be used to support the different stages of the customer lifecycle?
Assess the characteristics required of tools to implement one-toone marketing
Evaluate the potential of the Internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over the Internet
Assess the relevance of the concepts of relationship, direct and database marketing on the Internet
3 Write an essay on pricing options for e-commerce.
5 What are the implications of the Internet for Place?
4 Explain the implications of the Internet for Price.
3 Explain the differences in concepts between online B2C and B2B auctions.
1 Select the two most important changes introduced by the Internet for each of the 4 Ps.
Evaluate how Napster has varied each element of the marketing mix to compete with traditional and online music retailers. This case about online music subscription service Napster illustrates how different elements of the mix can be varied online. It also highlights success factors for developing
Assessing price ranges on the Internet Purpose To illustrate the concept of price transparency.Activity Visit a price comparison site such as Kelkoo (www.kelkoo.com) or Pricerunner (www.pricerunner.com). Choose one of the products below and write down the range of prices from lowest to highest.
Purpose To illustrate the options for varying the product element of the marketing mix online.Activity Select one of the sectors below. Use a search engine to find three competitors with similar product offerings. List ways in which each has used the Internet to vary its core and extended product.
How can the Internet be used to vary the marketing mix?Purpose An introductory activity which highlights the vast number of areas which the Internet impacts.Activity Review Figure 5.1 and select the two most important ways in which the Internet gives new potential for varying the marketing mix for
Does ‘place’ have relevance online?
How are companies developing online pricing strategies?
Can the product component of the mix be varied online?
What are the implications of the Internet for brand development?
How are the elements of the marketing mix varied online?
Define the characteristics of an online brand
Evaluate the opportunities that the Internet makes available for varying the marketing mix
Apply the elements of the marketing mix in an online context
8 Explain what is meant by the online value proposition, and give two examples of the value proposition for web sites with which you are familiar.
7 Which factors would a retail company consider when assessing the suitability of its product for Internet sales?
6 What is the importance of measurement within the Internet marketing process?
5 Briefly explain the purpose and activities involved in an external audit conducted as part of the development of an Internet marketing strategy.
4 Describe different stages in the sophistication of development of a web site, giving examples of the services provided at each stage.
3 Which factors will affect whether the Internet has primarily a complementary effect or a replacement effect on a company?
2 Use Porter’s five forces model to discuss the competitive threats presented to a company by other web sites.
1 When evaluating the business benefits of a web site, which factors are likely to be common to most companies?
4 Summarise the role of strategy tools and models in formulating a company’s strategic approach to the Internet.
3 Explain the essential elements of an Internet marketing strategy.
2 ‘Setting long-term strategic objectives for a web site is unrealistic since the rate of change in the marketplace is so rapid.’ Discuss.
1 Discuss the frequency with which an Internet marketing strategy should be updated for a company to remain competitive.
8 What are the distribution channel options for a manufacturing company?
7 What are the market and product positioning opportunities offered by the Internet?
6 What does a company need in order to be able to state clearly in the mission statement its strategic position relative to the Internet?
5 What is the purpose of an Internet marketing audit? What should it involve?
4 Summarise the main tangible and intangible business benefits of the Internet to a company.
3 What is the role of monitoring in the strategic planning process?
2 What is meant by the ‘Internet contribution’, and what is its relevance to strategy?
1 Draw a diagram that summarises the stages through which a company’s web site may evolve.
Based on the case study and your own research on competitors, summarise the strategic approaches which have helped Tesco.com achieve success online.Context Tesco, well known as Britain’s leading food retail group with a presence also in Europe and Asia has also been a pioneer online. By September
Visit the web sites of the following companies and, in one or two sentences each, summarise their Internet value proposition. You should also explain how they use the content of the web site to indicate their value proposition to customers.1 Tektronix (www.tektronix.com).2 Handbag.com
Competitor benchmarking Purpose To understand the characteristics of competitor web sites it is useful to know how to benchmark and to assess the value of benchmarking.Activity Choose a B2C industry sector such as airlines, book retailers, book publishers, CDs or clothing, or a B2B sector such as
Purpose To introduce the different types of Internet marketing analysis required as part of situation review.Activity You are a newly incumbent e-commerce manager in an organisation that has operated a B2B e-commerce presence for two years in all the major European countries. The organisation sells
What are the key strategic options for Internet marketing?

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

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