Internet Marketing
Assignment #2 (an experiential assignment)

Consumer Product Reviews (a form of “community” at e-commerce sites) 

Check out Zappos.com.  Look for a pair of shoes that has at least 5 reviews. (It may help to look for a brand or type of shoe that in which you might be interested).  Read through the reviews. 

1. What shoe did you choose for this assignment?
2. What did you find out from reading the reviews?
3. Would reading the reviews make you more or less likely to buy the shoes?  Why or why not?
4. What is the advantage (if any) to consumers of reading the reviews at Zappos.com?
5. What is the advantage to Zappos.com of offering reviews (after all, shoes with negative reviews are likely to be harder to sell)?
6. Would you recommend that a site like Kencole.com which sells only its own brand of shoes offer recommendations? Why or why not?
7. Do you ever look at recommendations from other consumers at internet sites before making a purchase? If so, why? For what products?  If you don't check out online recommendations, why not?
8. What is your general recommendation as to whether or not a site should include product reviews?

Post your answers to your blog.