Coca-Cola Branding Project
ADVB208/FRM326
ASSIGNMENT #2 – 10 points
INTERNET RETAILING
Due Monday, March 3, 2014
Chapter 17 explored the consumer selection of an outlet and purchase process for Internet retailing, store-based retailing, and multi-channel retail strategy. Your assignment focuses solely on Internet retailing. Visit websites for two Internet retailers that carry the same product category, but neither one offers merchandise or makes sales through store locations.
Using the following factors as a guide, evaluate the retailer image and the outlet atmosphere of your selected retailers. Be sure to use the terminology and discussion points found in the textbook regarding Internet retailing. Prepare a separate section for each Internet retailer and a summary section at the end of the report comparing the two retailers with their similarities and differences noted. Number your answers to correspond with the following questions.
1. Name of Internet retailer, product category, and URL.
2. Presentation of the retailer’s image: what does the retailer do to try to show a positive image, is it successful, what would create a better image?
3. What positives to encourage purchase does the retailer offer to prospective shoppers at its website? How does retailer overcome barriers to Internet shopping?
4. Of the eight online shopper segments identified and discussed in your text, which ones are most likely to find each website appealing and why? Which ones would probably avoid each website?
5. Are there non-purchase reasons for visiting? In what ways does the retailer track visitors and/or purchasers? Are there promotional strategies being used to encourage purchases?
6. If this online-only retailer were also a store-based retailer, what might it do differently?
Follow the directions in the syllabus for preparation and submittal of your assignment. There is no minimum number of words or pages. However, if you do not cover the topic adequately or if you use a
ASSIGNMENT #2 – 10 points
INTERNET RETAILING
Due Monday, March 3, 2014
Chapter 17 explored the consumer selection of an outlet and purchase process for Internet retailing, store-based retailing, and multi-channel retail strategy. Your assignment focuses solely on Internet retailing. Visit websites for two Internet retailers that carry the same product category, but neither one offers merchandise or makes sales through store locations.
Using the following factors as a guide, evaluate the retailer image and the outlet atmosphere of your selected retailers. Be sure to use the terminology and discussion points found in the textbook regarding Internet retailing. Prepare a separate section for each Internet retailer and a summary section at the end of the report comparing the two retailers with their similarities and differences noted. Number your answers to correspond with the following questions.
1. Name of Internet retailer, product category, and URL.
2. Presentation of the retailer’s image: what does the retailer do to try to show a positive image, is it successful, what would create a better image?
3. What positives to encourage purchase does the retailer offer to prospective shoppers at its website? How does retailer overcome barriers to Internet shopping?
4. Of the eight online shopper segments identified and discussed in your text, which ones are most likely to find each website appealing and why? Which ones would probably avoid each website?
5. Are there non-purchase reasons for visiting? In what ways does the retailer track visitors and/or purchasers? Are there promotional strategies being used to encourage purchases?
6. If this online-only retailer were also a store-based retailer, what might it do differently?
Follow the directions in the syllabus for preparation and submittal of your assignment. There is no minimum number of words or pages. However, if you do not cover the topic adequately or if you use a