14188-37032_Ch04_Solutions - Electronic Commerce 7th...

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Electronic Commerce, 7th Edition Solutions 4-1 Electronic Commerce, 7th Edition 14188-37032 Chapter 4 Solutions Review Questions 1. Assume you are a consultant to Fred’s Sticks, a golf club manufacturer that sells its clubs directly to customers on the Web. Review Figure 4-5 in this chapter, which describes how advertisers select television programs that would be good hosts for their ads. Present a list of four magazines (other than golf magazines) in which Fred’s Sticks should consider placing print advertising to support its Web sales effort. For each magazine, write one paragraph in which you explain why that magazine would be a good advertising outlet to reach potential customers of an online golf club store. Answer: Responses will vary, but one magazine may be a travel magazine. Students might explain how Fred’s golf clubs would be a good choice to take on a golfing excursion. 2. In about 600 words, explain the differences between customer acquisition and retention and outline two marketing strategies that would help a company accomplish each of these two objectives. Be sure to present facts and logical arguments that support the use of each strategy for each objective. Answer: Customer retention is about making sure existing customers keep buying from you. On the Net, customer retention also means making sure your site visitors keep returning. Customer acquisition implies attracting new visitors to your Web site. 3. Select a retail store with which you are familiar that has a Web site on which it sells products or services similar to those it sells in its physical retail stores. Explore the Web site and examine it carefully for features that indicate the level of service it provides. Using your experience in the physical store and your review of the Web site, write a 200-word evaluation of the company’s touchpoint consistency. Answer: Responses will vary but a review should consider the following: The goal of providing the same quality of service is known as touchpoint consistency. The five levels are: awareness (customers who recognize the name of the company or its products), exploration (potential customers learning more about a company’s products and services), familiarity (customers who have completed several
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Electronic Commerce, 7th Edition Solutions 4-2 transactions and are aware of company policies), commitment (customers with preferences for the product; these customers are loyal and are willing to tell other potential customers), and separation (customers that are leaving, or separating, from the company for any reason). 4.
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14188-37032_Ch04_Solutions - Electronic Commerce 7th...

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