Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 19

Best Buy was a late e-commerce entrant, but has developed a strong e-commerce component. The key to Best Buy's success, according to Barry Judge, vice president of marketing, is, "We do a lot of one-to-one marketing. We're not overly focused on where the consumers buy." The Web site carries every product that Best Buy stocks. It offers personalized services, along with convenient pickup and fair return policies to entice consumers to shop. Consumers can purchase items on the Internet and either have them shipped directly to them or pick them up at the closest store. Shoppers can use the Internet to see if Best Buy stocks a particular item, to determine what the item costs, and to gather product information. What is the advantage of this strategy Access the Web site at www.bestbuy.com. Evaluate it in terms of ease of use and product information, and then locate the Best Buy closest to you. Next, access Circuit City's Web site at www.circuitcity.com. Compare it to Best Buy's site. Select a product, such as a camcorder, to compare the two Web sites