Presented to the Interdisciplinary
Studies Program:
Applied Information Management
and the Graduate School of the
University of Oregon
in partial fulfillment of the
requirement for the degree of
Master of Science
Marketing Tactics Most
Commonly Used by
Small Internet-based
Retailers to Sell
Specialty Products
CAPSTONE REPORT
Lane Pughe
Police Officer
City of Springfield, OR Police Department
University of Oregon
Applied Information
Management
Program
March 2006
722 SW Second Avenue
Suite 230
Portland, OR 97204
(800) 824-2714
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Approved by
Dr. Linda F. Ettinger
Academic Director, AIM Program
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Abstract
for
Marketing Tactics Most Commonly Used by
Small Internet-based Retailers to Sell Specialty Products
The rapidly evolving nature of e-commerce presents Internet retailers (e-tailers) with a
myriad of marketing choices, further complicated by a lack of industry-specific guidance
(Biswas & Krishnan, 2004). Using content analysis of sources published between 2000 and
2006, this study documents and defines marketing tactics used by e-tailers. Tactics are
synthesized into a list of best practices in three areas: consumer purchasing behaviors, e-tailer
marketing practices, and traditional marketing practices adapted for e-commerce.
v
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Table of Contents
Chapter I. Purpose of the Study
1
Brief Purpose
1
Full Purpose
2
Significance of the Study
5
Limitations
6
Definitions
8
Problem Area
12
Chapter II. Review of References
17
Chapter III. Methods
29
Larger Method of Study
29
Literature Collection
30
Data Collection and Analysis
34
Data Presentation
38
Chapter IV. Analysis of Data
41
Chapter V. Conclusions
45
Appendix A. Data Set 1: Content Analysis Data Set
55
Bibliography
59
List of Tables
Table 1. Key Words Used in Literature Search
33...