Answer the following discussion questions this week. You need to answer at least one DQ by the
end of Wednesday so that your classmates have some discussion items to encourage discussion
before the end of the week. You must also interact with at least one
Choose a website that permits personalization-portals or large content sites are a good choice.
Personalize your own page on the site. Think about the kinds of customer data that are produced
as you use your personalized page on this site. How can the sit
Find a reason to contact a Web site(asking for information, searching for support for a
previously-purchased product or service, etc.) and make the contact. Keep track of the
timeliness, correctness, and completeness of the responses. Describe them and ch
1. The term "metrics" is commonly used by Internet marketers. Be prepared to explain your understanding of the
meaning of the term.
The term metrics is often used by internet markers because of its reliance to knowing, understanding and assessing
1. What options do marketers have when it comes to developing a search marketing strategy?
A lot of the marketing on the internet revolves around search engine and the placement it
puts you in there listing or the order and rankings. Those search engines
1. The terms "information-rich products" and "information products" are used frequently in this chapter. Explain the
meaning of each concept and give an example or two of each.
Information rich products are Products that have been developed and over devel
Identify three Web sites that offer mobile services. You can use a web site you've used earlier in the course if you
think it's a good source of information for this exercise. Find out as much as possible about the nature of the
services offered. Discuss
What are the business practices used by Zara that have made it responsive to customer needs and
Zara is a very successful worldwide clothing retailer. Their success comes from two separate
areas. The first is their ability to const
Conduct a partial usability analysis of your school's Web site. Describe two tasks that you
believe the target audience wants to perform on the site. Go to the site, and attempt to perform
both tasks. Record your experience for each, noting the time it to
Develop a scenario (a brief story) about a single user session on the Internet-the purpose of the
session, where the user goes, how long s/he stays on each site and what types of pages he visits
there, and why he terminates the session, anything special t
1. What is consumer interactions data and why is it important to understanding and serving
Internet consumers better?
Customer interaction data is the information collected through data mining of customer
analytics. This is information on customers to be
1. The Internet has the capacity to increase customer expectations about service levels and also to
be the vehicle that delivers service that meets or exceeds those expectations. Take a position on
this statement and be prepared to discuss it.
1. Thinking about your own Internet experience, can you think of
a specific encounter in which information or knowledge clearly
improved your interaction with a human agent? Can you think of
an encounter in which the human agent lacked the information or
Chapter 1 discusses Sabre, OnStar and iTunes as information products that have achieved
success in the Internet economy. Identify another product that is composed of information and
that can be accessed over the Internet. Explain the nature of the product
Select an organization (corporate or not-for-profit) with which you are somewhat familiar that
uses both online and offline channels. Discuss two or three specific examples of how it is taking
advantage of the strategic change drivers.
I suggest you compl
Visit one B2C and one B2B Web site. Examine each carefully, identifying as many relationship building
techniques as possible. Do you find extensive differences between the B2C and B2B sites? Discuss your
findings, and the similarities and differences betw
Select an industry (e.g., automotive) or a specific company (e.g., Ford) and identify elements of
its value chain. Where can information be used to decrease costs or increase customer
satisfaction or both? You may find the Marketing Web Sites and Newslett