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Discussion Questions- Chapter 9

1. How is the ‘many-to-many’ environment described in this chapter so different from the
more traditional ‘one-to-many’ approach?
2. Why do you think the World Wide Web is currently more attractive to e-marketers than most other non-traditional tools?
3. ‘ICTs have impacted B2B marketing mix strategies differently than B2C marketing mix
strategies.’ Discuss this statement.
4. When a researcher sets out to compare a number of similar websites using preselected criteria, is this considered primary or secondary data collection? Justify your answer.
5. Can e-marketing be useful to any sort of business? Why or why not?