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Under what circumstances would it make sense to take an existing brand name online?  When would it not make sense?
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Chapter 10 question 8
• Under what circumstances would it make sense to take an existing brand name
online? When would it not make sense?
Chapter 11 question 10
• Near perfect access to pricing information is a problem that airlines have faced for
years. How have airlines responded to this problem/ should internet businesses
adopt similar strategies?
Chapter 12 question 12
• How does the value of distribution channel functions change when they become
internet based?
Chapter 13 question 17
• “You should aim to be consultative not persuasive in the way you use the internet
for marketing communication.” What does this statement mean? What is the
reasoning behind it?
Chapter 14 question 14
• The text made a statement that social media should still be considered media even
though they often carry free marketing communication messages. How would you
justify this to an agendy media buyer whose only task is to buy paid media?

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