marketing

11-1 Web site

Purpose

To assess your ability to:

·         Assess a business web site for its navigational ability.

·         Recommend improvement to the navigational structure of a web site.

·         Assess a business web site for its customer service policies and practices.

·         Recommend improvements to customer service policies and practices for a business.

Action Items

·         Develop a set of criteria that you consider important in assessing whether a site provides good navigation or not.

·         Investigate each of the three web sites you chose for the Internet Marketing Project for its navigational structure. Is it easy and pleasant to navigate? Or was it difficult and frustrating to navigate?

·         Assess the navigation of each of the three web sites using the criteria you developed in Action Item 1.

·         Develop a set of criteria that you consider important for assessing the customer service policies and practices.

·         Investigate the web sites you have been tracking to determine their customer service policies. Is it easy to find the policies? How complete is the information? What was particularly good about the customer service? What was problematic?

·         Assess the customer service policies and practices of the three web sites using the criteria you developed in Action Item 4.

·         Write a 3- to 4-page paper that reports your findings on the company. Include section headers in your paper that correspond to the information required. Include at least 2 to 3 resources besides your textbook. Your paper is to include the following sections:

o    Navigational Structure.

§  Describe the results of your assessment of the navigational structure of each of the three web sites.

§  Discuss the similarities and differences between the sites.

§  Discuss the reasoning from an Internet marketing perspective for these similarities and differences.

§  Recommend ways to improve the navigational structure. Justify your recommendations using Internet marketing principles.

§  Attach your assessment criteria as an appendix to your paper.

o    Customer Service.

o    Describe the results of your assessment of the customer service policies and practices of each of the three web sites.

o    Discuss the similarities and differences between the sites.

o    Discuss the reasoning from an Internet marketing perspective for these similarities and differences.

o    Recommend ways to improve the customer service policies and practices. Justify your recommendations using Internet marketing principles.

o    Attach your assessment criteria as an appendix to your paper.

Refrences:

                        BOOK : ch 12, 13 Internet Marketing: Integrating Online and Offline  Strategies, Third Edition. Roberts and  Zahay

Ch 12: Developing and Maintaining Effective Websites/

Ch 13: Customer Service and Support in Web Space

                        Project Web Sites”. Please use all this web sites my project about that.

                        1- B2B web site: Oracle   http://www.oracle.com/,

                        2- B2C web site:   Bath and Body Works   www.bathandbodyworks.com

                        3- A nonprofit site but not a government web site:   The World Wide Fund                                      http://www.worldwildlife.org/