Page 367 - Using MIS

MyMISLab 335

8-15. Given your answer to question 8-14 and considering 8-17. Write a two-paragraph summary of this exercise that
your responsibility to manage the Chamber’s social you could use to demonstrate your knowledge of
media presences, state how each applicable row of the role of social media in commerce in a future job
Figure 8-5 guides the social media sites you will create. interview.
8-16. Using your answers to these questions, write a job de-
scription for yourself.

MyMISLab ™

Go to mymislab.com for Auto-graded writing questions as well as the following
Assisted-graded writing questions:

8-18. According to Paul Greenberg, Amazon.com is the master of the 2-minute
50
relationship, and Boeing is the master of the 10-year relationship. Visit
www.boeing.com and www.amazon.com. From Greenberg’s statement and from
the appearance of these Web sites, it appears that Boeing is committed to
traditional CRM and Amazon.com to social CRM. Give evidence from each site
that this might be true. Explain why the products and business environment of
both companies cause this difference. Is there any justification for traditional
CRM at Amazon.com? Why or why not? Is there any justification for social
CRM at Boeing? Why or why not? Based on these companies, is it possible
that a company might endorse enterprise social networks but not endorse
social CRM? Explain.
8-19. Google or Bing Chloe, and search for sites that deal with Chloe fashion
products. Identify companies that have purchased the Chloe AdWord. Follow
three or four such links. Identify as many ads in the sites as you can. Explain
what you think the business rationale is for each site.

50 Paul Greenberg, CRM at the Speed of Light, 4th ed. (New York: McGraw-Hill, 2010), p. 105.