Examination questions
1 When evaluating the business benefits of a web site, which factors are likely to be common to
most companies?
2 Use Porter’s five forces model to discuss the competitive threats presented to a company by
other web sites.
3 Which factors will affect whether the Internet has primarily a complementary effect or a
replacement effect on a company?
4 Describe different stages in the sophistication of development of a web site, giving examples
of the services provided at each stage.
5 Briefly explain the purpose and activities involved in an external audit conducted as part of the
development of an Internet marketing strategy.
6 What is the importance of measurement within the Internet marketing process?
7 Which factors would a retail company consider when assessing the suitability of its product for
Internet sales?
8 Explain what is meant by the online value proposition, and give two examples of the value
proposition for web sites with which you are familiar.
References
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