Chapter 3:
The E-Marketing Plan
Review Questions
1. What are the seven steps in an e-marketing plan?
2. Why do entrepreneurs seeking funding need a venture capital e-marketing plan
rather than a napkin plan?
Investors are looking for a well-composed business plan, and more importantly, a
good team to implement it. The plan prepared by entrepreneurs for VCs should be
3. What is the purpose of the marketing opportunity analysis and the segment
analysis?
Marketers conduct a market opportunity analysis (MOA), including both demand and
supply analyses, for segmenting and targeting. The demand analysis portion includes
4. What four elements in tier one and five elements in tier two are devised for e–
marketing strategy?
From Exhibit 3.5.
5. What is the purpose of an e-marketing objective-strategy matrix?
6. How do managers use budgeting within the e-marketing planning process?
A key part of any strategic plan is to identify the expected returns from an
investment. These can then be matched against costs to develop a cost/benefit
analysis, ROI calculation, or internal rate of return (IRR), which management uses to
determine whether the effort is worthwhile.
7. Why do e-marketing plans need an evaluation component?
Discussion Questions
8. Twitter story: If you were a venture capitalist with millions to invest, what
questions would you ask Jack Dorsey before investing in Twitter?
Answers will vary. Here are a few possibilities:
• Who is your customer?
9. Twitter story: What other business models would you recommend to Twitter for
generating profit, in addition to selling advertising (refer to the models in
Chapter 2)?
10. What kinds of questions should a firm ask in developing an e-marketing plan to
serve customers in current markets through an online channel?
11. Why is it important for e-marketers to specify not only the task but also the
measurable quantity and time frame for accomplishing an objective?
12. Why would the management of American Airlines expect its e-marketers to
estimate the financial impact of intangible benefits such as building brand
equity through e-mail messages to frequent flyers?
Determining value for intangible benefits is absolutely necessary for e-marketers.