Marketing in Action Case Study:
Text: Marketing Management, 15th edition, by Phillip Kotler and Kevin Lane Keller, Pearson, 2016. ISBN 978-0-13-385646-0
Marketing in Action Case Study: Case studies can be found at the end of each chapter. Brief summary of the case and then answer the following questions: 2-page written case analysis paper (12-point font, double spaced). Just need 3 cited references.
Chapter 16 eBay (2nd paper)
Why has eBay succeeded as an online auction marketplace while so many others have failed?
Evaluate eBay’s fee structure. Is it optimal or could it be improved? Why? How?
Chapter 17: Amazon (3rd paper)
What is unique about Amazon’s channel management process? What components can other retailers borrow or implement?
Where can Amazon improve? Should it offer more products or advertise more? Why or why not?
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