CH 7


Case Study


1.      Find a site on the Web that offers classified ads for horses. Compare this site to in terms of the services offered (the customer value proposition). What does the Exchange offer that other sites do not? is one popular site that also offers classified ads for horses, and is probably’s strongest competitor. One service that the Exchange offers that this site does not is that the Exchange professionally screens horses that are listed, while allows anyone to post sales ads. Therefore, the horses on the Exchange are more likely to be appropriately described and have a better track record than those on However, this does mean that typically has more horses listed than the Exchange does. Another service that the Exchange provides is that all of the horses listed have high-quality videos and photos embedded within the site that the customer can view, while not all of the horses on have videos or photos, and those that do are linked to YouTube, some of which are not very good quality. The Exchange continually updates information on the horses available, while the ads on are static once they have been submitted by the seller.


2.      In what ways were social media effective in promoting The Exchange brand? Which media led to the most increase in sales and inquiries? Why? uses the following social media: Facebook, Twitter, YouTube, RSS Feeds, and an iPhone app. The biggest increase seems to have come from Facebook although the YouTube videos also appear to have had an impact also. Facebook probably worked so well because of its viral recommending features (the Like button) and the ease with which word can be spread on Facebook.


3.      Make a list of all the ways the Exchange attempts to personalize its services to both sellers and buyers.

Works with individual sellers and trainers on the sell side to create effective ads, including photos and videos.

Develops a personal strategy for each horse (horses have personalities too!).

Buyers fill out forms and expected budgets.

Personal e-mail responses to buyer queries.

Searching for suitable horses

Making recommendations.




1.      Visit your Facebook page and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? Make a list of ads appearing in your News Feed. Are these ads appropriately targeted to you in terms of your demographics, interests, and past purchases? Go to at least two websites, and Like it or Like a product. In the next 24 hours, do you see marketing messages on Facebook related to your Likes?

The ads I see in the right hand side I see ads for games that are similar to games I have been playing on Facebook. So yes they are relevant. I liked and I got constant ads for it within the next 24 hours.

2.      Visit the Web sites of at least two different online companies. Make a list of the social, mobile, and local marketing efforts you see on the Web site. Do their pages display Like it! plug-ins, and/or Google +1 logos? Do they have a Facebook page? If so, visit the pages to see how they use their Facebook pages. Is it different from their Web site pages? Can you identify how the firms use mobile marketing? Use your smartphone or tablet to access their Web sites. Are their Web sites designed specifically for each platform? In conclusion, compare and critically contrast these firms, and make recommendations for how you, as a marketing manager, would improve their effectiveness.

The first online company that I chose is Size. You can find clothes, shoes and accessories on this website. They are present on Facebook, Instagram, Twitter and they also have a blog to promote their products. If you want to socialize, you have the choice. Their website display isn't the same on the social media where they are present. Each social media have its own characteristic.

The second online company that I chose is Komono. This is a specialized website for sunglasses and watches. They are active on Facebook, Twitter, Instagram and Pinterest. As Size, they don't use their social media pages as there Web site page.

They both send direct mail to customers to promote their products and also to offer discounts.

I don't have many recommendations to make because as a loyal customer of this two Web sites and also if I take the point of view of a marketing manager, I think that they are very effective. Their Web sites and their different pages are up to date regularly and they organize a lot of competition to win gifts…