Short Paper Assignment: Retailing

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 14–15 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 Amazon’s 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

Amazon’s Background

Explains Amazon’s background.

Explains Amazon’s background, but lacks in detail or clarity or contains inaccuracies.

Does not explain Amazon’s background.

12

Supply Chain Explains where Amazon’s merchandise comes from, how logistics are handled, and how they finally deliver the merchandise to the customer.

Explains where Amazon’s 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 Amazon’s 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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