Chapter 3 Web exercises

Exercise 1

Take a look at the Burberry video below. The CEO describes wanting to build a company which is fully digital end-to-end. Now go on their website and see how well you think they have achieved this.


Exercise 2

Watch these 2 very short YouTube films about shopping and impulse buying:

How did the clips affect your understanding of impulse shopping behaviour? To what extent is (a) the marketer and (b) the consumer responsible for impulsive purchases?

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