Examination questions

1 Contrast electronic commerce to electronic business.

2 Internet technology is used by companies in three main contexts. Distinguish between the following types and explain their significance to marketers.

(a) intranet

(b) extranet

3 An Internet marketing manager must seek to control and accommodate all the main methods by which consumers may visit a company web site. Describe these methods.

4 Imagine you are explaining the difference between the World Wide Web and the Internet to a marketing manager. How would you explain these two terms?

5 What is the relevance of 'conversion marketing' to the Internet?

6 Explain how the Internet can be used to increase market penetration in existing markets and develop new markets.

References

Ansoff, H. (1957) Strategies for diversification, Harvard Business Review, September-October, 113-24.

BBC (2005) eBay's 10-year rise to world fame. Robert Plummer story from BBC News, 2 September. http://news.bbc.co.Uk/ao/pr/fr/-/1/hi/business/4207510.stm. Published: 2005/09/02.

Business Week (2005) The Power of Us. Mass collaboration on the Internet is shaking up business. Feature, June 20, 2005. http://www.businessweek.com/magazine/content/05_25/ 63938601.htm

Chaffey, D. (2006) E-Business and E-Commerce Management, 3rd edn. Financial Times/Prentice Hall, Harlow.

Deighton, J. (1996) The future of interactive marketing, Harvard Business Review, November-December, 151-62.

Dibb, S., Simkin, S., Pride, W. and Ferrell, O. (2001) Marketing. Concepts and Strategies, 4th European edn. Houghton Mifflin, New York. See Chapter 1, An overview of the marketing concept.

Economist (2000) E-commerce survey. Define and sell, pp. 6-12. Economist supplement, 26 February.

EIAA (2005) European Advertising Association. European media research, October 2004. Research conducted by Millward Brown. Published at www.eiaa.net in 2005.

Hoffman, D.L. and Novak, T.P. (1996) Marketing in hypermedia computer-mediated environments: conceptual foundations, Journal of Marketing, 60 (July), 50-68.

IAB (2005) Internet Advertising Bureau. Bi-annual advertising spend study conducted with PricewaterhouseCoopers. Published at www.iabuk.net.

Kiani, G. (1998) Marketing opportunities in the digital world, Internet Research: Electronic Networking Applications and Policy, 8(2), 185-94.

McDonald, M. and Wilson, H. (1999) E-Marketing: Improving Marketing Effectiveness in a Digital World. Financial Times/Prentice Hall, Harlow.

O'Reilly, T. (2005) What Is Web 2? Design Patterns and Business Models for the Next Generation of Software. Web article, 30 September. O'Reilly Publishing, Sebastopol, CA.

SEC (2005) United States Securities and Exchange Commission submission Form 10-K. eBay submission for the fiscal year ended December 31, 2004.

Seybold, P. (1999) Customers.com. Century Business Books, Random House, London.

Smith, P.R. and Chaffey, D. (2005) E-Marketing Excellence - at the Heart of EBusiness, 2nd edn. Butterworth Heinemann, Oxford.

Svennivig, M. (2004) The interactive viewer: reality or myth? Interactive Marketing, 6(2), 151-64.

Vlosky, R., Fontenot, R. and Blalock, L. (2000) Extranets: impacts on business relationships, Journal of Business and Industrial Marketing, 15(6), 438-57.

Further reading

Deighton, J. (1996) The future of interactive marketing, Harvard Business Review, November-December, 151-62. One of the earliest articles to elucidate the significance of the lnternet for marketers. Readable.

Hoffman, D.L. and Novak, T.P. (1997) A new marketing paradigm for electronic commerce, The Information Society, Special issue on electronic commerce, 13 (Jan.-Mar.), 43-54. This was the seminal paper on lnternet marketing when it was published, and is still essential reading for its discussion of concepts. Available online at Vanderbilt University (http://ecommerce.vanderbilt.edu/papers.html).

Smith, P.R. and Chaffey, D. (2005) E-Marketing Excellence: at the Heart of EBusiness, 2nd edn. Butterworth Heinemann, Oxford. Chapter 1 gives more details on the benefits of lnternet marketing.

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