Instructions: All are essay questions. Be sure to fully discuss and explain your answer to the question or question topic. There are 10 essay questions.
1. Explain the scope of digital marketing. (see chapter 1)
2. Explain how digital platforms can be used to increase market penetration in existing
markets and develop new markets. (see chapter 1; also see Figure 4.12).
3. Imagine you are responsible for managing customer experiences (for a company of your choice). Discuss how you would integrate real-world and digital touchpoints. (see chapter 2)
4. Discuss the potential significance of economic influences on the development of digital
marketing initiatives. (see chapter 3)
5. How does a digital strategy integrate with corporate and marketing strategies? (see chapter 4 and figure 4.4: also see Figure 4.4, Hierarchy of organizational plans on page 145.)
6. The marketing mix developed as part of annual planning is no longer a valid concept in the Internet era. Discuss and explain, in sufficient depth. (see chapter 5)
7. Discuss the potential impact of the Internet on a firm’s pricing policies (assess each element of the mix). (see chapter 5)
8. Explain the implications of the Internet for Price. (chapter 5)
9. What are the implications of the Internet for place? (chapter 5)
10. Discuss the extent to which the internet is affecting the physical high street. (chapter 5)
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