Selfassessment exercises

1 Why is environmental scanning necessary?

2 Summarise how each of the micro-environment factors may directly drive the content and services provided by a web site.

3 What are the main aspects of customer adoption of the Internet that managers should be aware of?

4 What are the main changes to channel structures that are facilitated through the Internet?

5 What are the different elements and different types of business model?

6 How should a marketing manager benchmark the online performance of competitors?

7 Describe two different models of online buyer behaviour.

8 How can the Internet be used to support the different stages of the buying process?

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