| Here is the final. I
have made this a take home so that you can use the web in order to complete some of your
answers. Most questions I hope are straightforward. I would suggest read right away and
bring any questions to class.
This test is due in email. You can either put your answers in the body of an email or
put in an attachment and send. It is due to me before 5pm on Friday, July 31st.
Just a caution, make sure you receive a reply from me that I have your final. If not, you
should call me at home and tell me you sent it (312 787 8985) and if needed make other
arrangements to get it to me (Fax maybe 312 787 4861). I need to put the responsibility on
you to make sure I have it. I will be turning in grades to NYU on Monday, August 3rd.
Also, if you did not do your class project in the last class, then you need to have it
to me at the same day and time and in the same way above. Class projects should be sent as
attachments to preserve formatting.
Final Questions
1. Attempt to make a purchase on Amazon.com and identify all points as they relate to
direct marketing practices of retention, loyalty, database building. You can abort the
purchase before completed. How might some of this affect their acquisition practices?
2. Review 800flowers.com and identify all points as they relate to direct marketing
practices of retention, loyalty, database building. What makes those features different
than what can occur in the real world?
3. What points of measurement would you use to judge the success of your product’s
online marketing efforts? Explain how you would tentatively attempt to capture that
information. Do you need to build a "measurement device" into your efforts in
order to capture this data?
4. Would it make sense to develop a syndication program for your company and product?
Explain why or why not. If you answer yes, identify how that program might work.
Naturally, figuring out a way to answer yes is better.
5. Having nothing to do with your product, what is the cost per visitor if your banner
CPM is $25.00 and you are buying 1,000,000 impressions? Assume a click through of 2.5%
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