Chapter 6

E-commerce Marketing and Advertising Concepts

Learning Objectives | Projects and Exercises

Projects and Exercises

Project 1: Tracking Retail E-commerce Sales/Part 1

Use the data from the U.S. Census Bureau on retail trade in the spreadsheet provided (EC16_Chapter6_Project1.xls) and calculate the following values:

E-commerce as a percent of total sales
Quarter to Quarter percentage changes in total and e-commerce sales
Year to year (by quarter) change in total and e-commerce sales

Project 2: Tracking Retail E-commerce Sales/Part 2

Using the data created for Project 1, create a bar graph comparing quarterly growth from one year to another, e.g. compare 2020 fourth quarter results to 2019 fourth quarter results, and so forth, for all four quarters. Then paste the resulting bar graph into a PowerPoint slide and present your analysis of e-commerce sales to the class as a report.

Project 3: Comparison Shopping

Choose a book, video game, or other product and obtain prices at five different websites. Calculate a mean price and standard deviation using an Excel spreadsheet. Why do you think prices are higher at some websites? Are consumers paying more for added value? What is the added value that they are paying for?

Project 4: Searching for Web Beacons

Is there a way for people to know if their e-mail has hidden web beacons? Do a search on the Web to discover more information about web beacons. Then, go to a website and turn on your View Source option and see if you can find a web beacon on the web page you are visiting or within a commercial e-mail sent to you.

Project 5: Advertising Networks

Go to a major online advertising firm such as Google's Google Marketing Platform or Xaxis, and explore products it is offering to marketers. What are its capabilities? Compare the company's offerings to one other major advertising network. Present the offerings of both networks to the class.