

Chapter 8 Essay

632 words - 3 pages


David Smith


MGMT 221

February 14th, 2012

Embry Riddle World Wide

1)      Consider your own online shopping patterns. How much weight do you place on the presence of name or logo or other trademark (Such as the KitchenAid silhouette) on a web site when purchasing goods and services? Do you ever stop to consider whether you may have been misled? How could you tell the difference?
With my online shopping patterns, I tend to lean towards the cheaper product. If anything malfunctions I can blame it on the cheapness of the product, but if it works great, I’ve gotten a great deal. Although, when it comes to a product where all I need is quality, then I will go straight to a brand that I have used and trust because it gives me confidence in my purchase. Nowadays, online shopping also comes with online user reviews. These reviews will give you a very good perspective ...view middle of the document...

What are some of these changes? What new challenges can you think of that did not exist in the preonline world? Provide several examples.
In today’s world, the internet is the mainframe of communication worldwide. Its increasing speeds make it the perfect place for a quick scam. Anyone can download trademarked logos and use them as their own which can deceive people who are new to online shopping. The customer should “learn as much as possible about the seller, especially if the only information you have is an e-mail address. If it is a business, check the Better Business Bureau where the seller/business is located (FBI, 2012).” New challenges that did not exist before would include copyright issues, internet crimes, credit card fraud, identity theft as well as problem with hacking.

3)      The companies mentioned in the case (e.g., KitchenAid, RBC, Disney, and Coke) were all established and enjoyed strong brand recognition well before the advent of the internet. Do you think online-only companies face the same problems as they do? Why or why not? Justify the rationale for your answer.
No, online-only companies do not face the same problems as they do because they too are well established. “Since 1995, Amazon has established itself as the world’s leader in e-commerce. (Web Designer Depot, 2009)”When you think of online shopping, you think of, etc. These companies are the face of online shopping, so you know when you buy from them you will be receiving quality products in an orderly manner. These companies take the time to develop their sites, you may see imitators, but with the organization that these companies go through, you could tell the difference right away.


Carnoy, D. (2011, 11 16). Amazon kindle touch (with special offers, wi-fi). Retrieved from
FBI. (2012, January 01). Common fraud schemes. Retrieved from

Web Designer Depot. (2009, October 14). An analysis of the amazon shopping experience. Retrieved from

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