A01 chaf6542 06 se fm indd

 Self‑  assessment  questions

1 

What are the goals of acquisition and retention in an online context?

2 

Outline the differences between permission marketing and interruption marketing 

including reference to the terms ‘opt‑in’ and ‘ opt‑  out’.

3 

Summarise the main types of online marketing communications for  traffic‑  building.

4 

Explain why  mixed‑  mode buying needs to be understood by those managing an 

e‑commerce site.

5 

Explain a range of techniques for attracting repeat visits to a website.

6 

What is the difference between personalisation and mass customisation?

7 

How can an e‑commerce site be used to achieve extension in CRM?

8 

What are the management issues in managing data and applications integration in 

CRM?