Overview
Reply to each of these essay questions in paragraph form. Average two to three paragraphs for questions minimum. Use separate paragraphs for each part of each question -- don't run it all together. Spelling and grammar count! Note that AI detection is turned all the way up on this test -- I will know if you use AI and you will get a zero on the test if you do.
- In Chapter One of the text, we learn how traditional direct marketing is the predecessor and "root" of e-commerce/digital marketing. Discuss at least three of the ways that direct marketers are uniquely ready to take advantage of e-commerce and digital marketing based on their traditional methods. Then consider what at least three of the pitfalls for direct marketers on the Internet if they stick too close to their "old-school " ways. Provide a paragraph for each of these points.
- Chapter One notes how the SOHO (Small Office/Home Office) world bridges the gap between Consumer Marketing and B2B Marketing. Put yourself in the shoes of an individual running a small business from home with few if any employees. Based on your reading, list and discuss in detail at least five ways in which such a businessperson could leverage the Internet and e-commerce marketing to enhance customer relationships, sales, networking, business buying, etc. Provide a separate paragraph for each way.
- Under the Week Two section of the Canvas Course on the Course Home Page, you will find both a reading and a Power Point that discusses the differences between Consumer and B2B customers. List and discuss at least five differences between Consumer and B2B customers. Then list and discuss at least five ways in which these customers may be the same. Put each item you discuss in its own paragraph.
- In the Week Two Power Point on the Canvas Home Page, Customer Relationship Management (CRM) is discussed in detail. As Melinda Nykamp states, the goals of CRM and E-CRM are to increase revenues, decrease costs, and increase competitive differentiation to build loyalty. She also notes how effective CRM activities require the cooperation of sales, service and marketing functions within a company. If you had a company that sold to businesses via direct mail/catalog, telemarketing, direct sales and the web, what are at least five of the things you could do to maximize your success with Customer Relationship Management? Second, does the web offer any special challenges and/or opportunities with regard to CRM? Discuss and give examples. Use bullet points or paragraphs to separate each element of your answer.
- Your small B2B company is ready to transition from traditional direct marketing and face-to-face sales methods to a full and optimized use of digital marketing for customer sales, support and relationship building. Having read Chapter Two of your text, explain your step-by-step plan for a successful transition between traditional (offline) media and the Internet. Put each step in its own paragraph or bullet point (with elaboration).
- Chapter Three deals with Generating and Qualifying Leads with Your Web Site. Our author discusses a number of characteristics of effective marketing web sites. Choose a B2B web site that you believe to be effective. Evaluate your site based on the subheaded section "Characteristics of Effective Marketing Web Sites." What does your site do well? Are there areas where it could be improved? (Here are three possible sites to choose from -- of course you may choose another good B2B site if you prefer.) Separate each point you make with a new paragraph or subhead.
B2B Firms Using the Internet as a Major Sales Channel:
Dell http//www.dell.com
Cisco http://www.cisco.com
Intel http://www.intel.com
- Having read the Week Four Offer and Lead Generation Power Point and Reading, you are setting up the offer(s) for an upcoming digital marketing campaign. You now know that there are four main kinds of offers: soft, hard, negative, and deferred. Briefly describe each kind of offer, note when it would be smart to use that offer, and what results you might expect if you use it. Provide a separate paragraph for each type of offer. Use only the material provided in your textbook -- any other source is unacceptable.
- Also regarding the Week Four Offer and Lead Generation Power Point and Reading -- You have recently joined an industrial company that has not done much if anything in the way of content marketing for lead generation. In your own words, explain what content marketing is and why it is so valuable for B2B marketers. Then choose three content marketing methods you think would provide a good start for this company, and explain its benefits in detail.