Lab Exercise for Introduction

MKT 475

Marketing Strategies for E-Commerce

Lab Exercise for Introduction (best results come from doing this in MS Word; total number of pages should be about two)

1. Do the Analyze It on page 6:

How does the site compare to the authors' description in the chapter?

(You can also use a neat feature at http://www.archive.org called the "Wayback Machine" [I

am not making this up!] that allows views of archived web pages from many organizations;

just type the URL you want into the entry form and hit enter; you can choose several different

years for many firms, including Cendant)

What are some differences/similarities?

Any new features/subsidiaries?

Keep your writeup brief (i.e., a page or less).

2. Do this variation on the Analyze It from page 10:

How do these two sites compare? Are they after the same target market?

Go to the sites for the companies' flagship brands: Coca Cola and Pepsi

Now, try the same type of comparison for Mcdonald's and Wendys:

What are four major features shown on the site?

Keep your writeup brief (e.g., a short paragraph) for each pair.

Write a brief summary of your analysis. Note that you may have to search

for the information because EBay has changed its site since the text was published.

4. Do the Analyze It on page 19. Give three types of information and two links (search for the latter)

you would include.