Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

تمرين 24

Online retailing strategy. Visit Kohl's website. Using the material in this chapter on retailing strategy, answer the following questions:
a. How does the design and layout of Kohl's online store appeal to the retailer's target market?
b. In your opinion, what is the main strategic objective of Kohl's online store? Is it to generate revenue independent of its brick-and-mortar stores? Or is the online store's main purpose to support so-called Web-to-store shoppers (shoppers who use the Web mainly to obtain product information and prices but make actual purchases at brickand- mortar stores)? www.kohls.com