Chapter 3

Lab 3.1 Self-Review Answers

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1aSearching the classifieds is a means to get the end.
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2cIn this world money talks loudest.
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3TrueUse by a targeted audience is the reason you got onto the Web in the first place.
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4dTactic should be employed to complete a strategy that fulfills wants, needs, and desires by providing useful information and transactions.

Lab 3.2 Self-Review Answers

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1dA newspaper, magazine, or Web site banner as may be seen by thousands of people, making it the least expensive cost per contact.
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2dSeen does not mean read or responded to, so although space advertising is inexpensive, it is not very valuable for relationship marketing.
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3bSince Internet communication can deliver customized interactions, it provides high value. Although initial development incurs expense, the cost is still low for each contact once in use by the audience.
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4FalseUnlike most other communication methods, as Internet communication increases variable costs do not. Major usage requires technology investments, but these can be seen as additional fixed costs.
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5TrueThis is very good news.
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6TrueThis is even better news as Internet communication can replace more expensive traditional methods (e-mail is free versus mail requires postage). And the value of Internet communication can be greater (e-mail is immediate versus mail takes time).

Lab 3.3 Self-Review Answers

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1bA plan usually involves moving forward. To do so we must first assess where we are starting from.
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2cThese levels are somewhat arbitrary but useful when assigning qualitative value for comparison purposes.
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3cThough Internet communication requires technology people for execution, communication is the purpose. And appropriate communication requires communications professionals to call the shots.
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4eAny information exchange can be automated using Internet communication over public and private networks.

Lab 3.4 Self-Review Answers

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1bThough it may not seem so sometimes, the IS department is inside your organization.
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2TrueMany times, channel participants are a company's biggest or only customers.
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3cAfter deciding who we are in communication with, we need to decide what the communication needs are.
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4TrueExternal parties have wants, needs, and desires and our job as Web communicators is to fulfill them.
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5eMerrimack College has a partnership with WOW. A relationship with many vendors. A credit card transaction system. And a distributor for its education product.
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6dAll three are possible vendors for an Internet communication system that completes transactions over the Web and ships product directly to customers. Many vendors have been already been supplying these services to direct and catalog marketers.


Exploring Web Marketing and Project Management
Exploring Web Marketing and Project Management
ISBN: 0130163961
EAN: 2147483647
Year: 2000
Pages: 87

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