Chapter 3

1. Explain three different segmentation approaches and the importance of segmentation for successful electronic marketing.

2. Explain how the elements of marketing strategy (4 P’s) are implemented in electronic marketing.

Chapter 6

1. Discuss the advantages and disadvantages of the virtual store relative to the traditional brick and mortar store.

2. How do “click and mortar” retailers seek to integrate electronic and traditional marketing?

3. Identify and describe three components of the effort to build awareness of the virtual store.

Chapter 7

Describe each of the following tools and explain its application in electronic marketing, 

• Data warehouses and data warehousing

• Email

• The World Wide Web

• Robot shopping agents

• Internet, intranet and extranet

• Web portal site

Chapter 8

Describe each of the following segmentation approaches and its value in electronic marketing

• Demographic segmentation

• Psychographic lifestyle clusters

• IVals Internet Psychographics

• Click stream technologies

• Geographic mapping

Chapter 12

1. What types of information should a company collect from its users for a database analysis?

2. Define a relational database and explain its value in aggregating and analyzing customer information.
3. Visit Engage.com and specifically its Profile Server product for a description of "Profile Driven Internet Marketing".  How does this approach allow firm's to match Web site content with user interests? 

Chapter 13

1. Why is effective customer communication so important for increasing customer satisfaction?
2. Identify and describe the three sources of customer feedback you consider most important.
3. Explain the role of Web-based forms in the customer communication process.

Chapter 14

1. Discuss the relative advantages to the new electronic retailer of; a) developing his/her own site, 2) contracting site development  to an outside provider, and 3) joining a cybermall.
2. Identify and explain the major processes and tools for promoting a virtual store in general and targeting selected groups of interested customers in particular.

Chapter 15

1. Define digital certificates, public keys and private keys and discuss the role of each in providing secure Internet transactions through cryptography.
2. Explain the SSL and SET approaches to providing secure Internet transactions.  Discuss the limitations and disadvantages of both these systems.

Chapter 16

1. Identify and explain three reasons for the rapid growth of B2B eBusiness relative to B2C eBusiness.
2. Identify and explain three major benefits firms are trying to realize by moving business processes online.

Chapter 17

1. Explain how patterns of usage and user demographics vary across the world's countries.
2. Identify and explain two advantages and two disadvantages of eBusiness tools for the global marketer.  

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