Essay and discussion questions

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?

2 'The World Wide Web represents a pull medium for marketing rather than a push medium.' Discuss.

3 You are a newly installed marketing manager in a company selling products in the business-to-business 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 provide more benefits to the company. How would you present your case?

4 Explain the main benefits that a company selling fast-moving consumer goods could derive by creating a web site.

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