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

How does Internet marketing strategy relate to other strategy development?
What approaches can be used to develop Internet marketing strategy?
Evaluate alternative strategic approaches to the Internet
Identify opportunities and threats arising from the Internet
Relate Internet marketing strategy to marketing and business strategy
6 What action should an e-commerce manager take to ensure compliance with ethical and legal standards of their site?
5 Explain the significance of the diffusion–adoption concept to the adoption of new technologies to:(a) consumers purchasing using technological innovations;(b) businesses deploying technological innovations.
4 Give three examples of how web sites can use techniques to protect the user’s privacy.
3 Explain the purpose of environmental scanning in an e-commerce context.
2 Summarise the macro-environment variables a company needs to monitor when operating an e-commerce site.
1 Explain the different layers of governance of the Internet.
4 Select a new Internet-access technology (such as phone, kiosks or TV) that has been introduced in the last two years and assess whether it will become a significant method of access.
3 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.
2 How should the e-commerce manager monitor and respond to technological innovation?
1 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 web site of the bank.
6 Suggest approaches to managing technological innovation.
5 How do governments attempt to control the adoption of the Internet?
4 Give three examples of techniques web sites can use to protect the user’s privacy.
3 What actions should e-commerce managers take to safeguard consumer privacy and security?
2 Give an example of how each of the macro-environment factors may directly drive the content and services provided by a web site.
3 In many ways, the vision of Boo’s founders were‘ideas before their time’. Give examples of e-retail techniques used to create an engaging online customer experience which Boo adopted that are now becoming commonplace.
2 Using the framework of the marketing mix, appraise the marketing tactics of Boo.com in the areas of product, pricing, place, promotion, process, people and physical evidence.
1 Which strategic marketing assumptions and decisions arguably made Boo.com’s failure inevitable?Contrast these with other dot-com era survivors that are still in business, for example, Lastminute.com, Egg.com and Firebox.com.
Purpose To highlight barriers to exporting amongst SMEs and suggest measures by which they may be overcome by governments.Activity For each of the four barriers to internationalisation given in Table 3.4 suggest the management reasons why the barriers may exist and actions governments can take to
Purpose To illustrate the process for reviewing the relevance of new technology options.Activity You work for an FMCG (fast-moving consumer goods) brand and are attending an industry trade show where you see a presentation about the next-generation (3G) mobile phones which are due to launch in your
Which laws am I subject to when trading online?
How do I assess new technological innovations?
How do I make sure my online marketing is consistent with evolving online culture and ethics?
Which factors affect the environment for online trading in a country?
Evaluate the significance of other macro-factors such as economics, taxation and legal constraints
Assess the impact of legal, moral and ethical constraints and opportunities on an organisation and devise solutions to accommodate them
Identify the different elements of the Internet macro-environment that impact on an organisation’s Internet marketing strategy and execution
8 How can the internal value chain be modified when an organisation deploys Internet technologies?
7 Summarise how the bargaining power of buyers may be changed by the Internet for a commodity product.
6 What are the three key factors that affect consumer adoption of the Internet?
5 Explain the term ‘virtual value-chain’.
4 Name three options for a company’s representation on the Internet in different types of marketplace.
3 What are virtual organisations and how can the Internet support them?
2 What types of channel conflicts are caused by the Internet?
1 What options are available to a supplier, currently fulfilling to customers through a reseller, to use the Internet to change this relationship?
6 What are the alternatives for modified channel structures for the Internet? Illustrate through different organisations in different sectors
5 Perform competitor benchmarking for online services for an organisation of your choice.
4 Perform a demand analysis for e-commerce services for a product sector and geographical market of your choice.
3 What are the options, for an existing organisation, for using new business models through the Internet?
2 ‘Internet access levels will never exceed 50% in most countries.’ Discuss.
1 Discuss, using examples, how the Internet may change the five competitive forces of Michael Porter.
8 How can the Internet be used to support the different stages of the buying process?
7 Describe two different models of online buyer behaviour.
6 How should a marketing manager benchmark the online performance of competitors?
5 What are the different elements and different types of business model?
4 What are the main changes to channel structures that are facilitated through the Internet?
3 What are the main aspects of customer adoption of the Internet that managers should be aware of?
2 Summarise how each of the micro-environment factors may directly drive the content and services provided by a web site.
1 Why is environmental scanning necessary?
Imagine you are a member of the team at the investors reviewing the viability of the Zopa business. On which criteria would you assess the future potential of the business and the returns in your investment based on Zopa’s position in the marketplace and its internal capabilities? Context It
3 Given that there are other competing sites in this intermediary category, such as Shopsmart(www.shopsmart.com), assess the future of this online business using press releases and comments from other sites such as Moreover (www.moreover.com).
2 Write down the different revenue opportunities for this site (some may be evident from the site, but others may not); write down your ideas also.
1 Visit the Kelkoo web site (www.kelkoo.com) shown in Figure 2.26 and search for this book, a CD or anything else you fancy. Explain the service that is being offered to customers.
Purpose To highlight variation in Internet access according to individual consumer characteristics. See www.mori.com/technology/techtracker.shtml for up-to-date data on demographics in the UK.Activity 1 Refer to Figure 2.19 opposite, which is typical for most countries with Internet use at more
Global variation in Internet provision Visit the web site of the International Telecommunications Union (ITU)(www.itu.int/ti/industryoverview/index.htm). Choose Internet indicators. This presents data on Internet and PC penetration in over 200 countries. A summary of the indicators for different
Purpose To illustrate the range of revenue generating opportunities for a company operating as an Internet pure-play.Yahoo! (www.yahoo.com) is a well-known intermediary with local content available for many countries.Activity Visit the local Yahoo! site for your region, e.g. www.yahoo.co.uk, and
Purpose To assess how some of the changes to the competitive forces caused by electronic communications impact particular industries.Activity Referring to Table 2.2, assess the impact of the Internet on a sector you select from the options below. State which you feel are the most significant
Purpose To apply a tool to analyse the popularity of online media sites. The ABCe audit service is completed to prove the popularity of online sites to advertisers purchasing ad space on the site. It is the online equivalent of the audited bureau of circulation for magazines.Activity Visit the ABCe
What is the relevance of the new intermediaries?
How do I compare our online marketing with that of competitors?
How do I assess the demand for Internet services from customers?
How are the competitive forces and value chain changed by the Internet?
Evaluate the relevance of changes in trading patterns and business models enabled by e-commerce
Assess competitor, customer and intermediary use of the Internet
Identify the different elements of the Internet environment that impact on an organisation’s Internet marketing strategy
6 Explain how the Internet can be used to increase market penetration in existing markets and develop new markets.
5 What is the relevance of ‘conversion marketing’ to the Internet?
4 Imagine you are explaining the difference between the World Wide Web and the Internet to a marketing manager. How would you explain these two terms?
3 An Internet marketing manager must seek to control and accommodate all the main methods by which consumers may visit a company web site. Describe these methods.
2 Internet technology is used by companies in three main contexts. Distinguish between the following types and explain their significance to marketers.(a) intranet(b) extranet(c) Internet.
1 Contrast electronic commerce to electronic business.
4 Explain the main benefits that a company selling fast-moving consumer goods could derive by creating a web site.
3 You are a newly installed marketing manager in a company selling products in the business-tobusiness sector. Currently, the company has only a limited web site containing electronic versions of its brochures. You want to convince the directors of the benefits of investing in the web site to
2 ‘The World Wide Web represents a pull medium for marketing rather than a push medium.’Discuss.
1 The Internet is primarily thought of as a means of advertising and selling products. What are the opportunities for use of the Internet in other marketing functions?
7 How is the Internet used to develop new markets and penetrate existing markets? What types of new products can be delivered by the Internet?
6 Summarise the differences between the Internet and traditional media using the six Is.
5 What are the main differences and similarities between the Internet, intranets and extranets?
4 Explain what is meant by electronic commerce and electronic business. How do they relate to the marketing function?
3 Distinguish between Internet marketing and e-marketing.
2 Why did companies only start to use the Internet widely for marketing in the 1990s, given that it had been in existence for over thirty years?
1 Which measures can companies use to assess the significance of the Internet to their organisation?
Assess how the characteristics of the digital media and the Internet together with strategic decisions taken by its management team have supported eBay’s continued growth. Context It’s hard to believe that one of the most celebrated dotcoms has now celebrated its tenth birthday. Pierre Omidyar,
Purpose To highlight differences in marketing communications introduced through the use of the Internet as a channel and the need to integrate these communications with existing channels.Activity List communications between a PC vendor and a home customer over the lifetime of a product such as a
There are a range of terms used to describe Internet marketing – it is called different things by different people. It is important that within companies and between agency and client there is clarity on the scope of Internet marketing, so the next few sections explore alternative definitions.One
What differences does the Internet introduce in relation to existing marketing communications models?
What are the key benefits of Internet marketing?
How does Internet marketing relate to e-marketing, e-commerce and e-business?
How significant is the Internet as a marketing tool?
Assess how the Internet can be used in different marketing functions
Identify the key differences between Internet marketing and traditional marketing
Distinguish between Internet marketing, e-marketing, digital marketing, e-commerce and e-business
What is A strategic approach to Internet marketing
What benefits does the Internet provide for the marketer
What is Internet marketing?

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

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