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Online Retailing Comparison Guideline (3210W) (SU II 21).docx

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MKT 3210WSummer II 2021Guideline for Online Retailing ComparisonTasks1)Choose two competingretailers (Retailer A and Retailer B).2)Visit the websites and smartphone apps of your chosen and approved retailers.3)Analyze your observations in the areas below.4)Write a report using the following format:Cover page(Provide a title of the report, your name, course number and name, and semester and year.)1. Overview of the Retailers(1 page)a. Retailer A(Replace this subsection title with a retailer’s name. Apply this to all sections below.)[Provide an overview of Retailer A in the following areas: industry type (e.g., grocery business,department stores, apparel business, consumer electronics business), retailer type (Ch. 2), keymerchandise categories, the website address.](Provide the following information for Retailer A: location of the headquarters, names of CEO, CMO, andChief Merchandising Officer, and annual sales in 2018, 2019, and 2020.)b. Retailer B(Replace this subsection title with the other retailer’s name. Apply this to all sections below.)[Provide an overview of Retailer B in the following areas: industry type (e.g., grocery business,department stores, apparel business, consumer electronics business), retailer type (Ch. 2), keymerchandise categories, the website address.](Provide the following information for Retailer B: location of the headquarters, names of CEO, CMO, andChief Merchandising Officer, and annual sales in 2018, 2019, and 2020.)2. Comparison of Key Target Consumer Segments(1 page)a. Retailer A1) Demographic segmentation variables(Identify Retailer A’s target consumer segments in terms of age, gender, income, and/or education.)2) Psychographic segmentation variables(Identify Retailer A’s target consumer segments in terms of social class, lifestyle, and/or personality.)3) Behavioral segmentation variables(Identify Retailer A’s target consumer segments in terms of occasions, benefits sought, use status, usagerate, and/or loyalty status.)(Tip: Pay attention to people featured, graphics, dominant colors, font size and type, emphasizedfeatures, and layouts of the landing pages.)b. Retailer B1) Demographic segmentation variables(Identify Retailer B’s target consumer segments in terms of age, gender, income, and/or education.)2) Psychographic segmentation variables(Identify Retailer B’s target consumer segments in terms of social class, lifestyle, and/or personality.)3) Behavioral segmentation variables9
MKT 3210WSummer II 2021(Identify Retailer B’s target consumer segments in terms of occasions, benefits sought, use status, usagerate, and/or loyalty status.)(Tip: Pay attention to people featured, graphics, dominant colors, font size and type, emphasizedfeatures, and layouts of the landing pages.)(Tip: Retailer B’s target segments can be similar to those for Retailer A. But the two retailers’ targetsegments cannot be exactly the same.)c. Differences[Describeat leasttwo (2) meaningful differencesbetween the target consumer segments of Retailer Aand Retailer B. Provide your reasons for each difference. This should be a paragraph with 5 lines ormore.]

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Term
Fall
Professor
hiawatta
Tags
Retailer B

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