A01 chaf6542 06 se fm indd

4 

What factors will govern the Internet contribution that is set for a given organisation?

5 

Why and how should a company approach benchmarking of online competitors?

6 

Describe what is meant by a complementary and replacement Internet channel strat‑

egy and give examples of products for which companies follow a particular approach.

7 

Summarise new opportunities to vary the marketing mix that arise through deploy‑

ing the Internet.

8 

How can online and offline techniques be used in the control stage of strategy?

Essay and discussion questions

1 

Select a particular market sector and assess the past, current and future customer 

use of the Internet as a medium to select and buy products.

2 

Develop an outline strategic digital marketing plan for an organisation with which 

you are familiar.

3 

‘Traditional strategic planning has no relevance for the start‑up company given the 

dynamism of the marketplace.’ Discuss.

4 

Assess the value and importance of the Internet contribution in setting digital mar‑

keting objectives in relation to other possible objectives.

5 

Explain how the digital business can make use of technology to monitor and con‑

trol its operations.