MKT 401 Internet Marketing

Classes MKT309
MKT401
GBU201

Assignment 1 is valued at 30 points and is an individual assignment. Evidence of collaboration will result in an "F" for all involved parties. Assignment 1 is due at the beginning of class on 2/3/05. Late work will not be accepted. If you anticipate being absent on the 10th, turn the assignment in early. The assignment must be typed.

1. Perform a Google search for the URL of a local shop that sells beads that craftspeople and artists use to make jewelry and related objects. Do not select any national or regional chain. Possible search terms to use include beads, bead store, retail beads, jewelry making supplies, beads and jewelry. You are looking for a local business that sells various types of beads, beading tools and supplies, and related products. This may include kits and classes. Search for such a business using the city name of your choice. For example, a search may use the key word descriptors bead store Lexington Kentucky. To see an example, visit Sun Country Gems located in Northern New Mexico.
2. Select one multipage site of a local bead store from the list that Google returns. The site must have at a minimum a homepage and four additional pages linked from the homepage. Do not select a site that only has a homepage.
3. Print a screenshot of the homepage in color. The ITDS Combs computer lab on the 2nd floor has a color printer.
4. Most multipage sites have a separate page with a list of pages in the site. This is a site map. Search for a site map on the site you selected. If the site doesn't have one, create one in a Word document. Take this link to see an example of a site map.
5. Carefully and thoughtfully perform a site analysis. Use Tables 1 through 8 to record your observations. Download the Tables in a document formatted for word processing. Type your observations directly beside the item. Be concise -- quality NOT quantity counts! If information is absent, note the absence beside the item number.
6. Assemble the completed assignment in exactly the following order: cover page (name, class, assignment number, date); tables; homepage screen shot in color; site map in black and white). Staple the pages together with one staple in the upper left-hand corner. Points will be deducted for failure to follow these directions exactly. Assignment 1 will be evaluated for thoughtfulness, completeness, quality of expression, Web marketing insight, following directions, and effort. If you have questions, ask them now... don't wait until the night before the assignment is due!

Table 1. General Information
1.1. Site URL - http://www.
1.2. Company name -
1.3. Store address -
1.4. Store phone number -
1.5. Is there a map to the store? If so, how useful is it? -
1.6. Copyright date -
1.7. Key word descriptors used in the source code (include all descriptors) -
1.8. Store hours of operation -
1.9. Identity of site creator -
1.10. Does the site have a privacy statement? -
1.11. Name of store owner -
1.12. Is there a mission statement? If so, what is it? -

Table 2. Offer
2.1. Identify the primary product offer -
2.2. Identify the secondary product offer -
2.3. Identify the type of products offered -
2.4. Are products sold online? -
2.5. Are prices listed on the site? -

Table 3. Customers
3.1. Clearly and completely describe the primary target market using as many descriptors as possible -
3.2. Clearly and completely describe the secondary target market using as many descriptors as possible -
3.3. What needs does the business satisfy? -
3.4. What problems does the business solve? -
3.5. Why would a customer (or potential customer) visit the Web site? -
3.6. Why would a customer (or potential customer) return to the Web site? -
3.7. What benefits are there for a customer visiting the Web site? -

Table 4. Web Marketing Goals
4.1. Why is this business online? -
4.2. What are the owner's goals for this site? -
4.3. Identify specific examples of how the Web site drives customers to the store -
4.4. How well do you think the Web site achieves the owner's goals? -

Table 5. External Links
5.1. Identify any external links from the site -
5.2. Are the links hot? -
5.3. Are the links appropriate for a business of this type? -

Table 6. Site Design
6.1. What strikes your eye when you first view the site? Is this an effective marketing tactic? -
6.2. What are the principal colors of the site? -
6.3. Are the colors appropriate for a business of this type? Explain -
6.4. Does the site have pictures of products, customers, employees, the store? -
6.5. Are the pictures appropriate? -
6.6. Are the pictures effective at marketing the business? -
6.7. Does the site use animation? -
6.8. Is the animation appropriate to the business or distracting? -
6.9. Is the site clean or cluttered? -
6.10. Is the design consistent throughout the pages of the site? -
6.11. Consider the products offered: Is the design effective for this offer? Explain. -

Table 7. Usability
7.1. Do all the links in the site (external and internal) work? -
7.2. Is the site readable (type font is large enough)? -
7.3. Do the navigation links work? -
7.4. Do all pictures and graphics load? -
7.5. Does the site load quickly? -

Table 8. Analysis & Recommendations
8.1. Identify the single best feature of this site from the customer's perspective -
8.2. Identify the single worst feature of this site from the customer's perspective -
8.3. Provide three feasible suggestions for improving the site for customers -
8.4. Identify five feasible means for "driving" customers to the site -
8.5. Identify two feasible strategies to get customers to return to the site -
8.6. Identify two external sites that are appropriate to be linked to from this type of business. Explain why they are appropriate -
8.7. Overall, based on all the features you've analyzed, grade the Web marketing effectiveness of this site using the scale "A" to "F".