Selfassessment exercises

1 Why is the Internet a suitable medium for relationship marketing?

2 Explain personalisation in an Internet marketing context.

3 What is meant by 'customer profiling'?

4 Explain the concept and benefits of the 'sense and respond' approach to customer communications.

5 How can customer concerns about privacy be responded to when conducting one-to-one marketing using the Internet?

6 Explain the relationship between database marketing, direct marketing and relationship marketing.

7 Explain the concept and applications of RFM analysis to different types of web presence.

8 How can a web site integrate with telemarketing?

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