Chapter 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 a website that offers the sales of horses from professional breeders, search options, saddles, clothes, trailers, ad space, and community pages. On the other hand, offers horse sales, videos of horses, barns for sale, multiple locations for horses, and much more. The similarities between these websites are that they both sell horses and have videos of the horses. However, this is as far as the similarities go and goes farther into horse related sales, locations to bring horses, and events.

2. In what ways were social media effective in promoting The Exchange brand? Which media led to the highest increase in sales and inquires? Why?

In 2009, the exchange implemented social media sites such as RSS feeds, YouTube, Facebook, Twitter, and Instagram. Social media became an important part of her business and learned as she went on and she also believed that it would continue to be in the future. Facebook has been the most profitable social media website since most of her followers are there and have generated the most clicks. At first, she was relying on the likes that she received to determine how much traffic that she was receiving, but after checking the clicks, she discovered that there were far more visiting her website. Although most of her followers are not currently buyers, she believes that they will eventually make a purchase.

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

Professionally designed website, continually updated based on reviews, converted to static HTML, added filters, ability to use on multiple platforms, and know the target audience. Both buyers and seller benefit from these points since having an effective website leads to buyers and sellers being able to navigate and sell through the website easily.


1. Choose two different online companies and for each, try to identify the social, mobile, and local marketing the company has implemented. Do they use social plug-ins on their websites? Do they have a Facebook page? If so, visit those pages to see how they are using them. How is the Facebook page different from the company’s website? Can you identify how the firms use mobile marketing? Use your smartphone or tablet to access their apps, if they have one, and websites. Are their websites 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.

Target uses social and local marketing as an example they want people to buy their candy and costumes for Halloween so they are using marketing strategies for the holiday. They are providing sales, added banners, and offer seasonal savings. On the other hand, target does not use much mobile marketing and therefore does not provide plug-ins to their social media accounts, but they still have an account. The FaceBook page seems to be different in the fact that they are focusing on advertising their mascot and an assortment of different items. However, they are currently staying with the holiday celebrations with candy and costumes. The app is a little more compressed than the website and offers straight navigation to things that the user is looking for but it is not as flexible or have as many features as the website.

Dick’s Sporting Goods uses social and local marketing as an example they are providing end of season sales on basically everything, such as outdoor and summer equipment. They also use mobile marketing and send people deals if they have an account with the company and automatically opens a chat window when visiting their media platforms with sale links. Unlike Target, Dick’s has social plug-ins at the very bottom of the homepage to the most common forms of social media. Their FaceBook page is used to advertise events, goods, and their company moto. However, it is different than their website since they use videos to directly advertise their content instead of banners and flyers. The app is similar to target so it is simple to navigate, but at the cost of some of the content that you would be exposed to while using the website.

2. Visit your Facebook profile 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 demographic, interests, and past purchases? Surf the web, visiting at least two retail websites. In the next 24 hours, do you see advertising on Facebook related to your surfing behavior?

The two ads that were presented were a now hiring advertisement and a Dunkin Donuts pumpkin spice coffee. I believe that it is relevant because I was looking for a job not too long ago (have some bills to pay) and pumpkin spice is most likely a seasonal item and that I have ordered some coffee online before.

Starbucks, Amazon Prime, Movie and Football. I would say that the later three are the most applicable to personally. I have an Amazon Prime account and have recently ordered things from their store, I enjoy movies and have seen advertisements on YouTube for this upcoming movie, and its concussion season. These ads are mostly based on interests and past purchases. Yes, I went to target and amazon and similar items that I was looking at have appeared in my feed.