Problem 1

(a) Describe the characteristics of Web sites in terms of:

- Product oriented characteristics
- Corporate oriented characteristics

(b) Describe the role of the Web site in terms of marketing communications

(c) Describe five strengths and five weaknesses attributed to Web-sites

(d) On-line public relations are just on-line advertising. Explain

Problem 2

(a) Describe the purpose of internal marketing

(b) Show the three levels organizational culture

(ii) Illustrate the importance organizational culture for successful marketing communications.

(c) (i) Describe the term ‘strategic credibility'

(ii) Explain briefly the elements of strategic credibility

(d) Describe how the functional capabilities of an organization impact upon an organization's marketing communications