Page 271 - SBL Integrated Workbook STUDENT 2018

Chapter 21

E-marketing

Outcome

By the end of this session you should be able to:

 explain what is meant by the term ‘customer relationship management’ and how
a suitable software package could support this

 analyse customers and markets including market segmentation

 advise on how the seven P's, including price based strategies, differentiation
and lock-in can help an organisation sustain its competitive advantage

 explain the characteristics of the media of e-marketing using the ‘6Is’

 asses the importance to a business of on-line branding and compare it to
traditional branding

 explore different methods of acquiring and managing customers through
exploiting e-business technologies

and answer questions relating to these areas.

The underpinning detail for this chapter in your Integrated Workbook can
be found in Chapter 21 of your Study Text

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