chapter4
IMED 2409 – Chapter 4 – Marketing on the Web
Assignment: Complete Exercise E3 Complete Case Problems C1. Oxfam, parts 2 & 5
Exercise 3
Discount chains Sears, Target, and Wal-Mart each operate major online stores in addition to their many retail locations. For one of these companies (or a similar firm if none of these three is located near you), visit a physical location and the online store to identify specific customer touchpoints and observe how the company’s brand is presented in each. In a report of about 100 words, evaluate the touchpoint consistency achieved by the company and provide suggestions for how the company might improve its touchpoint consistency.
Case 1. Oxfam
For more than 60 years, Oxfam has worked through and with its donors, staff, project partners, and project participants to overcome poverty and injustice around the world. Early in World War II, Greece was occupied by the German Army. Allied forces created a naval blockade around Greece to prevent further German expansion; however, the blockade caused Greek civilians to suffer severe shortages of food and medicine. In response to this humanitarian crisis, a number of Famine Relief Committees were formed by people in Great Britain to ship emergency supplies through the Allied blockade.
Most of these committees ceased operations after the war ended and the Greek crisis subsided; however, one of them, the Oxford Committee for Famine Relief saw a continuing need throughout post-war Europe and expanded its operations to provide aid there and in later years, the rest of the world. The Committee eventually became known by its abbreviated telegraph address, Oxfam, and the name was formally adopted in 1965.
Oxfam’s growth was due to many dedicated volunteers and donors who continued and expanded their financial support of the organization. In the 1960s, Oxfam began to generate significant revenues from its retail stores. These shops, located
Assignment: Complete Exercise E3 Complete Case Problems C1. Oxfam, parts 2 & 5
Exercise 3
Discount chains Sears, Target, and Wal-Mart each operate major online stores in addition to their many retail locations. For one of these companies (or a similar firm if none of these three is located near you), visit a physical location and the online store to identify specific customer touchpoints and observe how the company’s brand is presented in each. In a report of about 100 words, evaluate the touchpoint consistency achieved by the company and provide suggestions for how the company might improve its touchpoint consistency.
Case 1. Oxfam
For more than 60 years, Oxfam has worked through and with its donors, staff, project partners, and project participants to overcome poverty and injustice around the world. Early in World War II, Greece was occupied by the German Army. Allied forces created a naval blockade around Greece to prevent further German expansion; however, the blockade caused Greek civilians to suffer severe shortages of food and medicine. In response to this humanitarian crisis, a number of Famine Relief Committees were formed by people in Great Britain to ship emergency supplies through the Allied blockade.
Most of these committees ceased operations after the war ended and the Greek crisis subsided; however, one of them, the Oxford Committee for Famine Relief saw a continuing need throughout post-war Europe and expanded its operations to provide aid there and in later years, the rest of the world. The Committee eventually became known by its abbreviated telegraph address, Oxfam, and the name was formally adopted in 1965.
Oxfam’s growth was due to many dedicated volunteers and donors who continued and expanded their financial support of the organization. In the 1960s, Oxfam began to generate significant revenues from its retail stores. These shops, located