TEXT BOOK: Schneider, GP 2015, Electronic commerce, 11th edition

MODULE 3 CHAPTER 3

REVIEW QUESTIONS

1. Briefly describe two Web site features that are used by online clothing retailers to help customers find products in the right styles, colours, or sizes for them.

2. Define the term "stickiness" as used in electronic commerce. In one or two paragraphs, explain why it is important for advertising-supported Web sites to have this characteristic.

3. Define "channel conflict" and describe how a consumer electronics company that sells its products both in retail stores and online might deal with this issue.

CASE STUDY C1 CRITICAL THINKING QUESTIONS

1. Review the company's offerings for mobile devices. Evaluate those products and identify opportunities for other products or services that the company could offer for mobile devices and address customers' concerns about the timeliness and currency of information in the printed travel guides.

2. Present your analysis of the marketing channel conflicts and cannibalization issues that Lonely Planet faces as it is currently operating. Suggest solutions that might reduce the revenue losses or operational frictions that result from these issues.

3. Many loyal Lonely Planet customers carry their travel guides (which can be several hundred pages thick) with them as they travel around the world. In many cases, these customers do not use large portions of the travel guides. Also, Internet access can be a problem for many of these customers while they are traveling. Describe digital products that Lonely Planet could offer that would address this customer concern and also yield additional revenue.