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Internet and e-Commerce

Key Point 1: Addressable and Interactive Media
  1. How do addressable and interactive media differ? Why is their use increasing?
  2. How do interactive media and mass media advertising differ?
  3. How do opt-in and opt-out e-mail differ?
  4. Is it accurate to say that there is no cost to e-mail campaigns? Explain.
Key Point 2: Internet-Based Marketing Communication
  1. How can a company make its website more visible in order to attract more visitors?
  2. Explain the attraction-versus-irritation problem with online advertising.
  3. How effective are banner ads? How is their effectiveness determined?
  4. Why have Web-based companies turned to offline advertising? Find an example, and analyze its effectiveness.
  5. Explain how online communities, forums, and chat rooms can be used in marketing programs. On the Web, find a product-related forum or chat room, and explain what you learned at that site.
  6. What are two methods of delivering customized messages on the Web?
  7. Go to the BMW "Films" website (www.bmwfilms.com), and view one of the feature films. Do you think this is an effective marketing communication tool? Why or why not?
Key Point 3: Websites
  1. What is the first step in creating a website?
  2. What are three things to think about when you set up a website?
  3. What is the most important consideration in website design? What is the biggest problem?
  4. What is a webmaster? What are his or her responsibilities?
  5. In what two areas of customer service do online companies tend to fall short?
  6. Why is infrastructure an issue in customer service?
  7. Visit the following sites, which were listed in Business Week's "Favorite Clicks" column. Then pick one, and analyze it using the guidelines listed on page 000:
  8. www.ragingbull.com (a stock market site).
  9. www.zagat.com (a restaurant site).
  10. www.guild.com (a high-end art-and-crafts site).
  11. www.bizrate.com (a place to check out other people's experiences with online stores).
Key Point 4: Customer Concerns
  1. Why is online customer service important?
  2. What are the three elements needed for delivering good online customer service?
  3. Why should privacy be a major issue for Web marketers?
  4. What is the relationship between targeting and privacy?
  5. What does the TRUSTe icon stand for?
  6. What four privacy practices does the Federal Trade Commission recommend?
  7. What can an online marketer do to increase customers' sense of security?







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