Short Paper Assignment: Retailing
Retailing has historically been a very critical component of place in the marketing mix. Retailing is so important that many business schools offer a separate course on this topic. Advances in technology, especially the internet, have changed some aspects of retailing. In this assignment, you will take a closer look at some of these changes and their implications for the future of retailing. The advent of the internet introduced dramatic changes to various ways of doing business. The introduction of online businesses and online buying and selling are among those. Using what you learned from Chapters 1415 in the textbook and other credible resources, you will analyze the impact of a specific online retailer on the way retail is approached in general and on the role of place in modern business.
MKT 3321: Principles of Marketing
Module 5: Short Paper Assignment: Retailing Guidelines and Rubric
Overview:
Retailing has historically been a very critical component of place in the marketing mix. Retailing is so important that many business schools
offer a separate course on this topic. Advances in technology, especially the internet, have changed some aspects of retailing. In this
assignment, you will take a closer look at some of these changes and their implications for the future of retailing.
The advent of the internet introduced dramatic changes to various ways of doing business. The introduction of online businesses and online
buying and selling are among those. Using what you learned from Chapters 1415 in the textbook and other credible resources, you will analyze
the impact of a specific online retailer on the way retail is approached in general and on the role of place in modern business.
Directions:
Specifically, be sure to address the following critical elements:
Analyze the pros and cons of brick and mortar retailing vs online retailing.
Briefly explain Amazons background.
Investigate the whole supply chain for this retailer. Specifically, explain where their merchandise comes from, how logistics are handled,
and how they finally deliver the merchandise to the customer.
Analyze the pros and cons of finding a physical location for this retailer.
Describe how this retailer engages in direct marketing.
Explain how this retailer positioned itself differently from other potential competitors to be successful.
Assess whether this retailer could drive all brick and mortar retailers out of business one day. Explain your reasoning in detail.
Guidelines for Submission: The resulting paper should be at least six pages in length, double-spaced, with a 12-point font, submitted as a
Word document. You can use any citation criteria (APA, Chicago, Harvard, etc.).
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center.
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MKT 3321: Principles of Marketing
Rubric
Criteria Exemplary (100%) Needs Improvement (75%) Not Evident (0%) Value
Traditional vs
Online Retailing
Analyzes the pros and cons of brick and
mortar retailing vs. online retailing.
Analyzes the pros and cons of brick and
mortar retailing vs. online retailing, but lacks
in detail or clarity or contains inaccuracies.
Does not analyze the pros and cons of brick
and mortar retailing vs. online retailing.
12
Amazons
Background
Explains Amazons background, but lacks
in detail or clarity or contains inaccuracies.
Does not explain Amazons background.
12
Supply Chain
Explains where Amazons merchandise
comes from, how logistics are handled, and
how they finally deliver the merchandise to
the customer.
Explains where Amazons merchandise
comes from, how logistics are handled, and
how they finally deliver the merchandise to
the customer, but lacks in detail or clarity or
contains inaccuracies.
Does not explain where Amazons
merchandise comes from, how logistics are
handled, and how they finally deliver the
merchandise to the customer.
14
Possibility of a
Physical Location
Analyzes the pros and cons of finding a
physical location for Amazon.
Analyzes the pros and cons of finding a
physical location for Amazon, but lacks in
detail or clarity or contains inaccuracies.
Does not analyze the pros and cons of
finding a physical location for Amazon.
10
Direct Marketing
Describes how Amazon engages in direct
marketing.
Describes how Amazon engages in direct
marketing, but lacks in detail or clarity or
contains inaccuracies.
Does not describe how Amazon engages in
direct marketing.
14
Positioning
Explains how Amazon positioned itself
differently from other potential competitors
to be successful.
Explains how Amazon positioned itself
differently from other potential competitors
Does not explain how Amazon positioned
itself differently from other potential
competitors to be successful.
10
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MKT 3321: Principles of Marketing
to be successful, but lacks in detail or clarity
or contains inaccuracies.
Drive Out
Traditional
Retailers
Assesses whether Amazon could drive all
brick and mortar retailers out of business
one day and explains reasoning in detail.
Assesses whether Amazon could drive all
brick and mortar retailers out of business
one day and explains reasoning, but lacks
in detail or clarity.
Does not assess whether Amazon could
drive all brick and mortar retailers out of
business one day or explain reasoning.
18
Mechanics
No grammar or spelling errors that distract
the reader from the content.
Minor errors in grammar or spelling that
distract the reader from the content.
Major errors in grammar or spelling that
distract the reader from the content.
10
Total = 100%
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