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Copy and paste your question here…Remember Pets.com? Perhaps you don’t, but you might remember its most visible spokesthing, the sock puppet masquerading as a dog. Pets.com invested much of its financial resource base in promoting the company on television, via the puppet, in order to build brand recognition and attract customers to its pet product website. Pets.com folded in November 2000, as the result of too little operating capital. Your task? Using the Internet as an information resource, analyze the demise of Pets.com. You can view the site at various points in its short history through www.archive.org. a) Describe the company’s apparent business model (for each of the main model elements). How does the site differentiate itself from its competition, both online and offline? b) Who appears to have been the intended market segment? Provide a profile that contains demographic, psychographic and behavioral descriptors. Justify your profile with logic or references. Was this a wise choice of segments or not? c) Discuss ways in which the Pets.com site, at various points in its existence, illustrates use of the Internet as a content resource, a channel resource, and a communications resource.

Copy and paste your question here…Remember Pets.com? Perhaps you don’t, but you might remember its most visible spokesthing, the sock puppet masquerading as a dog. Pets.com invested much of its financial resource base in promoting the company on television, via the puppet, in order to build brand recognition and attract customers to its pet product website.

Pets.com folded in November 2000, as the result of too little operating capital. Your task? Using the Internet as an information resource, analyze the demise of Pets.com. You can view the site at various points in its short history through www.archive.org.

a) Describe the company’s apparent business model (for each of the main model elements). How does the site differentiate itself from its competition, both online and offline?

b) Who appears to have been the intended market segment? Provide a profile that contains demographic, psychographic and behavioral descriptors. Justify your profile with logic or references. Was this a wise choice of segments or not?

c) Discuss ways in which the Pets.com site, at various points in its existence, illustrates use of the Internet as a content resource, a channel resource, and a communications resource.

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