Chapter 1:
Past, Present, and Future
Review Questions
1. Define e-business and e-marketing.
E-business is the continuous optimization of a firm’s business activities through
digital or information technology. E-business involves attracting and retaining the
right customers and business partners. It permeates business processes, such as
product buying and selling. It includes digital communication, e-commerce, and
online research, and it is used by every business discipline.
2. What are metrics and why are they important?
Metrics (called “performance metrics” in Chapter 2) are specific measures designed
3. How does technology change traditional marketing?
E-marketing affects traditional marketing in two ways. First, it increases efficiency
4. As a technology, how does the Internet compare with the telephone?
Referring to the property descriptions, the telephone is a mediating technology, has
5. What are some of the marketing implications of Internet technologies?
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6. In the context of e-marketing, what does “the medium is not the appliance”
mean?
Digital media are simply data that can be sent to viewers a number of ways.
Television programs, radio shows, news, movies, books, and photos are sent by their
7. Describe the important Internet properties that affect marketing.
8. What fundamental changes has the Internet brought to marketing?
The balance of power is shifting to buyers—one of the most fundamental changes to
9. What is the difference between inbound and outbound marketing?
10. What are the key elements of Web 2.0?
The key elements, as explained in the chapter in greater detail, are: A power shift
11. What are the key elements of Web 3.0?
There are significant and realized key elements to Web 3.0 that focus on the
convergence of technologies in everyday life. Smart appliances and products are
Discussion Questions
12. The Barack Obama Campaign Story. Explain how Obama’s 2008 and 2012
campaign capitalized on Web 2.0’s properties and trends.
Barack Obama’s campaign selected an important target market, made it all about
them (the customers), reached them via the media they prefer (social media and
13. The Barack Obama Campaign Story. In 20 years, when Web 3.0 is a reality,
what additional tactics will political campaigns use? (also refer to Exhibit 1.12)
14. What are the implications of the differences in various countries’ internet
adoptions?
Digital information enhances economies through more efficient markets, more jobs,
information access, communication globalization, and lower barriers to foreign trade
15. As a consumer, what difference does it make if e-business is “just
business?” Explain your answer.
16. Some economists suggest that the increase in e-commerce within the business to
business B2B market will lead to greater competition and more goods and
services becoming commodities⎯meaning they compete solely on price. How do
you think this competition is likely to affect buyers within the B2B market? How
would it affect sellers?
17. What concerns about consumer privacy are raised by the increased use of
wireless computing and handheld devices outside the home or workplace?
The rapid proliferation of wireless networks outside the home and work place has
resulted in increased concern over privacy. In the digital context, privacy refers to
18. As a consumer, how will your life change when the semantic Web becomes a
reality?
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19. How will social media and consumer-generated content change the way
marketers operate? Explain
Answers will vary, but might revolve around the idea that online technologies allow
consumers to communicate in new ways with one another, and companies must
20. As a consumer who is in control, what would you like to see for the future Web
3.0?
Student answers will vary, but may focus on the increased convenience through the
convergence of appliances and media, increased wireless networking and the