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marketing strategy
E-Business And E-Commerce Management: Strategy Implementation And Practice 4th Edition Dave Chaffey - Solutions
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-comera survivors that are still in business, for example lastminute.com, Egg.com and Firebox.com
2 Alternatively, for a company with which you are familiar, review the six strategy definition choices presented in the previous section.
1 Review the summaries of the approaches recommended by IDC Research below(Picardi, 2000). Which elements of these strategies would you suggest are most relevant to a B2C company?
2 Suggest why the proportion of online purchases varies in the different countries in which Sandvik trades.
1 Summarize Sandvik Steel’s e-business strategy as described in the article.
7 What action should an e-commerce manager take to ensure compliance with ethical and legal standards of their site?Explain with reference to Figure 5.13 how Capital One has achieved competitive advantage through creating value through e-business.
6 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.
5 What are the three key factors which affect consumer adoption of the Internet?
4 Give three examples of how web sites can use techniques to protect the user’s privacy.
3 Explain the purpose of environmental scanning.
2 Summarize the macro-environment variables a company needs to monitor.
1 Explain the different layers of governance of the Internet.
6 Assess how the eight principles of the UK Data Protection Act (www.dataprotection.gov.uk) relate to actions an e-commerce manager needs to take to ensure legal compliance of their site.
5 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.
4 ‘Internet access levels will never exceed 50% in most countries.’ Discuss.
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.
8 How should innovation be managed?
7 Summarize adoption patterns across the continents.
6 How do governments attempt to control the use of the Internet?
5 What are the general legal constraints that a company acts under in any country?
4 What actions can e-commerce managers take to safeguard consumer privacy and security?
3 Summarize the social factors that govern consumer access to the Internet. How can companies overcome these influences once people venture online?
2 Give an example how each of the macro-environment factors may directly drive the content and services provided by a web site.
1 Why is environmental scanning necessary?
1. Based on this article and your experiences, debate the question: ‘Site localization is essential for each country for an e-commerce offering to be successful in that country.’
8 Explain the differences between intranet, extranet and the Internet from an e-business perspective.
7 Explain why the e-business coordinator of a company might investigate the use of applications service providers.
6 What benefits to a business-to-business company does the XML standard offer beyond those of HTML?
5 The existence of standards such as HTML and HTTP has been vital to the success and increased use of the World Wide Web. Explain why.
4 Describe how the following tools would be used by a company hosting a web site:HTML, FTP, RSS
3 Explain the term ‘electronic data interchange’. Is it still relevant to companies?
2 How would you explain to a friend what they need to purchase to access the World Wide Web using the Internet? Explain the hardware and software needed.
1 You have been tasked with arranging Internet access for other employees in your company. Summarize the hardware and software needed.
4 You are consultant to a small retailer interested in setting up a transactional e-commerce site. Create a summary guide for the company about the stages that are necessary in the creation of a web site and the management issues involved.
3 Discuss the merits and disadvantages of locating company e-business services inside a company, in comparison with outsourcing to an ISP or ASP.
2 ‘In the future the distinction between intranets, extranets and the Internet for marketing purposes is likely to disappear.’ Discuss.
1 ‘Without the development of the World Wide Web by Tim Berners-Lee, the Internet is unlikely to have become a commercial medium.’ Discuss.
8 What software and hardware are required to access the Internet from home?Essay and discussion questions
7 What is the difference between static web content written in HTML and dynamic content developed using a scripting language such as JavaScript?
6 Explain the following terms: HTML, HTTP, XML, FTP.
5 What are the management issues involved with enabling staff access to a web site?
4 Describe the standards involved when a web page is served from a web server to a user’s web browser.
3 Distinguish between intranets, extranets and the Internet.
2 Describe the two main functions of an Internet service provider (ISP). How do they differ from applications service providers?
1 What is the difference between the Internet and the World Wide Web?
1. Discuss the extent to which SOA will reduce reliance on a single provider of enterprise software and increase flexibility in deploying new applications and functionality.
2 Make recommendations, with justifications, of which you would choose for a small–medium or large organization.A Operating system: Microsoft /Windows XP/Vista/Server or Linux (open-source)for server and desktop clients.B Browser: Internet Explorer browser or rivals such as Mozilla Firefox or
1 For the different alternatives facing a technical manager below, assess:(a) Which is most popular (research figures).(b) The benefits and disadvantages of the Microsoft solution against the alternatives.
8 Give three different transaction types that an industry marketplace could offer to facilitate trade between buyers and suppliers.
7 Outline the elements of the e-business environment for an organization and explain its relevance to the organization.
6 Explain what a business model is and relate it to an Internet pureplay of your choice.
5 Describe two alternative approaches for using e-business to change a company’s value chain.
4 What are the different mechanisms for online auctions?
3 What is meant by buy-side, sell-side and marketplace-based e-commerce?
2 Describe three different revenue models for a portal such as Yahoo!.
1 Explain disintermediation and reintermediation using examples.
5 Select an intermediary site and assess how well it makes use of the range of business models and revenue models available to it through the Internet.
4 Contrast the market potential for B2B and B2C auctions.
3 For a manufacturer or retailer of your choice, analyse the balance between partnering with portals and providing equivalent services from your web site.
2 For an organization you are familiar with, examine the alternative business and revenue models afforded by the Internet and assess the options for the type and location of e-commerce transitions.
1 ‘Disintermediation and reintermediation occur simultaneously within any given market.’ Discuss.
8 Draw a diagram summarizing the different types of online marketplace.
7 Describe some alternative revenue models for a web site from a magazine publisher.
6 List the different business models identified by Timmers (1999).
5 E-business involves re-evaluating value chain activities. What types of changes can be introduced to the value chain through e-business?
4 What are the main types of commercial transactions that can occur through the Internet or in traditional commerce?
3 Describe the three main alternative locations for trading within the electronic marketplace.
2 Explain the concepts of disintermediation and reintermediation with reference to a particular industry; what are the implications for a company operating in this industry?
1 Outline the main options for trading between businesses and consumers.
5 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?
4 What action do you consider the founders of the company should take to ensure the future success of lastminute.com?
3 Explain the relative success of lastminute.com and Thomson Travel using the six criteria listed above.
2 Summarize the measures which are used to assess the effectiveness of an e-business such as lastminute.com (such as subscribers, conversion rate and total transaction value). How do they relate to each other?
1 Explain the business and revenue model for lastminute.com and assess the potential for profitability.
4 What are the implications to selling companies of the reverse auction?
3 Explain the benefits of reverse auction to purchasers.
2 Which types of products are suitable for purchase by reverse auction?
1 Summarize the operation of a B2B reverse auction from both the buyer’s and seller’s perspective.
1 Identify overlap between the different business models identified by Timmers (1999).Can you group the different business models into different types of services? Do you think these business models operate in isolation?
8 Name three risks to a company that introduces sell-side e-commerce.
7 Name three risks to a company that introduces buy-side e-commerce.
6 Summarize the differences between adoption of Internet access for consumers and businesses and give reasons for these differences.
5 Outline the internal changes a company may need to make when introducing e-business.
4 Describe three of the main barriers to adoption of e-commerce by consumers and suggest how a company could counter these.
3 Summarize three reasons why a company may wish to introduce e-commerce.
2 Distinguish between buy-side and sell-side e-commerce and give an example of the application of each.
1 Explain the relationship between the concepts of e-commerce and e-business.
6 Analyse Figure 1.4, commenting on: the overall percentage of sales for e-commerce predicted for 2004 across all markets; the variation in percentage of sales for e-commerce predicted for 2004 in different markets; the growth rates indicated over the four years of predictions; the implications
5 ‘Confusion over the meaning of the terms e-commerce and e-business will limit the adoption of e-business in many businesses.’ Discuss.
4 ‘In most countries the Internet will never be used by more than 50 per cent of the population, so its impact on businesses will be limited.’ Discuss.
3 ‘Similar benefits and barriers exist for the adoption of sell-side e-commerce for both B2B and B2C organizations.’ Discuss.
2 Suggest how an organization can evaluate the impact of the Internet on its business.Is it a passing fad or does it have a significant impact?
1 Discuss the following question with reference to how an organization should react to the Internet. ‘Is the Internet a typhoon force, a ten times force, or is it a bit of wind? Or is it a force that fundamentally alters our business?’ (Andy Grove, Chairman of Intel).
8. What is the relevance of intermediary sites such as Kelkoo (www.kelkoo.com) to the B2C company?
7. Summarize the impact of the introduction of e-business on different aspects of an organization.
6 What are the main differences between business-to-business and business-toconsumer e-commerce?
5 Outline the reasons why a business may wish to adopt e-commerce.
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