Learning Activity 1 (5 pts each)

1. Outline different applications of digital marketing which can help meet business goals.
2. A digital marketing manager must seek control and accommodate all the main methods by
which costumers may visit a company website.
3. Some would see digital media primarily as a means of advertising and selling products. What are
the opportunities for other uses of the Internet and digital media for marketing?
4. How can the internet and digital media be used to develop new markets and penetrate existing
markets?

Learning Activity 2 (5 pts each)

1. Summarize how each of the micro-environment factors may directly drive the content and
services provided by a website.
2. Internet access varies from country to country; explain the key factors which might influence
different levels of access.
3. Compare the physical and digital trading environments by identifying the similarities and
differences.
4. Trading online increasingly involves developing multichannel strategies. Give three examples of
potential channel conflicts that might arise from using the Internet. Illustrate your answer with
examples.

Learning Activity 3 (5 pts each)

1. Give three examples of technologies websites can use to protect users’ privacy.
2. Summarize the macro-environment variables a company needs to monitor when operating an e-
commerce site.
3. Discuss the potential significance of economic influences on the development of digital
marketing initiatives.
4. Discuss the importance of compliance with the company’s ethical and legal standards in an e-
commerce site.