Gay, Charlesworth and Esen: Online Marketing 
Multiple Choice Questions
Answers to Case QuestionsGay, Charlesworth and Esen: Online Marketing
Chapter 03
A key element in online marketing planning is the positioning of the site. Web sites are designed with a target market in mind and the philosophy or guiding principles are often articulated through the mission statement and a number of other key interactive online elements that have meaning for the audience. For example, Friends Reunited (www.friendsreunited.co.uk) has built an online community around nostalgia. Boysstuff (www.boysstuff.co.uk) has positioned itself as "The one stop shop for big boys' toys".
Select a web site of your choice and evaluate the key characteristics of the site e.g. Informality, personality, its mission or philosophy, and suggest who the target audience is for the organisation. Include as many segmentation or profiling techniques or characteristics as possible.
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