SECTION C [25 Marks]

Read the following and Answer the questions that follow:

a) The two (2) common approaches to electronic publishing are Adobe's portable document (PDF) and Electronic publishing infrastructure (HTML). Discuss these two (2) common approaches for electronic publishing. (10 marks)

b) Stakeholder analysis can be a useful tool for determining which types and forms of attractors to develop. Adapting the notion that a firm should sell to the most favourable buyers, an organisation should concentrate on using its Web site to attract the most influential stakeholders. For example, it might use an attractor to communicate with employees or it may want to attract and inform investors and potential suppliers. After selecting the targeted stakeholder group, the organisation needs to decide the degree of focus of its attraction. First, identify the target stakeholder groups and make the site more attractive to these groups--the influence filter. Second, decide the degree of customisation--the target refractor. For example, Kellogg's Web site, designed to appeal to all young children, filters but is not customised. American Airlines' Web site is an implementation of filtering and customisation. The site is designed to attract prospective flyers (filtering). Frequent flyers, an important stakeholder group, have access to their mileage numbers by entering their frequent flyer number and a personal code (customisation). Therefore, the following three (3) attractor strategies have been identified: Broad attraction; Specialised attraction; and Personalised attraction.

Discuss the three (3) attractor strategies as provided above. (15 marks)

SECTION D [20 MARKS]

Read the following and Answer the questions that follow:

a) Integrated Internet marketing is best expressed through marketing stakeholder attitudes, or corporate image. There are about twelve (12) elements that characterise the corporate image which amongst them are: New stories; Advertising; Employees; Signs; Personal experience etc.

Discuss the five (5) elements that characterise the corporate image that are provided above. (15 marks)

b) Briefly describe any five (5) uses of a Web site. (10 marks)