A01 chaf6542 06 se fm indd

  3 

  Show how an understanding of the online buying process can be used to revise 

marketing  communications.  

  4 

  Explain, using examples, typical differences between a  traffic‑  building campaign 

for a B2B and a B2C company.  

  5 

  Examine the relationship between customer satisfaction, loyalty and sales in rela‑

tion to a pureplay e‑commerce site.  

  6 

  Examine the benefits and disadvantages of personalisation,  community‑  building 

and direct email. For an organisation of your choice recommend a suitable balance 

between these e‑marketing tools.  

  7 

  Assess whether a  multi‑  vendor or single (limited number) vendor strategy is best 

for the implementation of e‑CRM systems.  

  8 

  Recommend a social CRM data and application architecture for a B2C company 

that provides integration with related legacy systems.