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MyMISLab ™ Endnotes 367
Go to the Assignments section of your MyLab to complete these writing exercises.
8-18. According to Paul Greenberg, Amazon.com is the master of the 2-minute rela-
55
tionship, and Boeing is the master of the 10-year relationship. Visit www.boeing.
com and www.amazon.com. From Greenberg’s statement and from the appearance
of these Web sites, it appears that Boeing is committed to traditional CRM and
Amazon.com to social CRM. Give evidence from each site that this might be true.
Explain why the products and business environment of both companies cause
this difference. Is there any justification for traditional CRM at Amazon.com? Why
or why not? Is there any justification for social CRM at Boeing? Why or why not?
Based on these companies, is it possible that a company might endorse enterprise
social networks but not endorse social CRM? Explain.
8-19. Suppose you are hired by a local farming cooperative to develop a SMIS. The
cooperative wants to promote eating healthy foods, increase awareness about
its weekly farmer’s market, increase traffic to its Web site, and sell more of
its products directly to consumers. Which success metrics would indicate that
the cooperative has achieved its goals? Who would be the cooperative’s target
audience? What value would the cooperative’s SMIS provide to its customers?
How could the cooperative make personal connections with its customers?
Which SM platform(s) would you recommend the cooperative use? Justify your
recommendations.

enDnoteS

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