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Exercise 5.1 iVillage http://www.ivillage.com
1. Describe the markets that iVillage appears to be targeting. What variables are being used to
segment these markets?
2. What companies use iVillage to promote their goods and services? Who are their target markets?
Is iVillage a good metamediary for reaching these target markets?
Exercise 5.2 Amazon.com http://www.amazon.com
Barnes & Noble http://www.barnesandnoble.com
1. Based on their websites, compare and contrast the apparent target markets and marketing mixes of
Amazon and Barnes & Noble.
2. Describe how these companies use their websites for positioning. What aspects of company and
product differentiation are apparent within each website?
