Exercises
CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET
Self-assessment 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?Essay and discussion questions
1 Explain the factors that influence the development of multi-channel customer contact
strategies.
2 Compare and contrast traditional transaction-oriented marketing with one-to-one marketing
using the Internet.
3 Write a report summarising for a manager the necessary stages for transforming a
brochureware site to a one-to-one interactive site and the benefits that can be expected.
4 Explore the legal and ethical constraints upon implementing relationship marketing using the
Internet.Examination questions
1 Define and explain direct marketing within the Internet context.
2 What characteristics of the Internet make it so conducive to the direct marketing approach?
3 How does a company initiate one-to-one marketing with a company using the Internet?
4 Explain the concept of a ‘virtual community’ and how such communities can be used as part
of relationship marketing.
5 Suggest three measures a company can take to ensure a customer’s privacy is not infringed
when conducting one-to-one marketing.
6 What is the role of a database when conducting one-to-one marketing on the Internet?
7 What is ‘web self-service’? What are typical challenges in managing this?
8 Explore opportunities and methods for personalising the interactive web session and adding
value for that individual customer.