Shaye Trenda

ITS 380

Submitted on 2/14/18

Chapter 7: Social, Mobile, and Local Marketing

C A S E    S T U D Y    Q U E S T I O N S

1.      Find a site on the Web that offers classified ads for horses. Compare this site to in terms of the services offered (the consumer value proposition). What does The Exchange offer that the other sites do not?

I have visited, which is another websites that sells horses. The Exchange has a feature that this website does not have, which are videos of the horses.

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

Social media has been effective to promote The Exchange brand, some of the sites are YouTube, Facebook, and Twitter, but Facebook was the media that led to the highest increase in sales and inquiries because it is an easier media site to connect with customers and to spread the word.

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

Some of the ways The Exchange plans to personalize its services include:

1.      A new personalize search method

2.      Personal strategies for each horse and customer

3.      Enable recommendations

4.      Work with customerís limitations 



3.      Visit two Web sites of your choice and apply the social marketing process model to both. Critically compare and contrast the effectiveness of these sites in terms of the social marketing process. How well do these sites acquire fans, generate engagement, amplify responses, create a community, and strengthen their brands? What recommendations can you make for these sites to improve their effectiveness?

I visited Nikeís website and Lululemon's website. Both of them strengthen their brands with a powerful website that it is easy to use and easy to navigate through it, in other words, their site is consumer friendly. Lululemon has a ďbiggerĒ community, even though the sales of Nike are higher, Lululemon is more active in social media and their fans seem to have more loyalty towards the brand. Both websites generate engagement with the display of ads of their newer products, discounts, etc. Lululemon is probably doing a better job acquiring fans, they are more active in social media than Nike, but Nikeís market share is already too big so it is more complicated to focus on just a specific groups of customers as Lululemon does.

I will recommend Nike to increase their social media presence is some platforms, or use different marketing campaigns depending on the customer profile; they probably have an enough database to obtain the necessary information from each customer.

4. Identify two Pinterest brand pages. Identify how they use Pinterest marketing tools described in this chapter. Are there some tools they arenít using? What recommendations can you make for these sites to improve their Pinterest marketing campaigns?

Two Pinterest brand pages I found are: Adidas ( and Too Faced cosmetics (

They use marketing tools found in chapter by engaging with their consumer base using interactive pins, promotions, interesting facts and pictures, and having an exciting layout on their page. They also use ads in order to gain a larger consumer base on Pinterest. Ads appear between pictures when youíre scrolling on the home feed on Pinterest, and these brands sometimes will pop up for me. One downside of using Pinterest to market their products is that people cannot comment on the pins and itís hard to make direct contact to the brand this way. Itís best to just use their website, I think. I think Pinterest is a great way to market a product/brand but most people scrolling on Pinterest arenít serious about making purchases at that exact time. If they get consumers to click on their pins and follow the links so their website, then I think they will make more sells that way.