To demonstrate how the Internet can be used to enhance marketing relationships.Exercise
Nike wants to help its customers add soul to their soles and express their individuality by customizing their own shoes. See for yourself at www.nike.com. Click on Customize and build a shoe that fits your style.
1. What if you're in the middle of your shoe design and have questions about what to do next? Where can you go for help?
2. How does Nike's Web site help the company strengthen its relationships with its stakeholders? Give examples to support your answer.
3. How do the elements of the Web site reflect Nike's target market?
4. Does Nike invite comments from visitors to its Web site? If so, how does this affect its attempt to build positive relationships with its customers?