Marketing Essentials 2012Chapter 33:
Entrepreneurial ConceptseMarketing FeaturePure Play Businesses
A pure play business is one that did not have a physical presence before opening on the Web. Its business is conducted solely on the Internet. Originally designed an online bookstore, Amazon.com is an example of a pure play business. Now it is a multinational online retailer that sells books and a host of different products, such as video games, apparel, toys, software, electronics, and furniture. Netflix® and eBay® are also pure play businesses. Brick-and-mortar businesses that have a presence on the Internet utilize multi-channel marketing. Most large retailers, like Walmart®, Kmart®, and Best Buy® offer multiple channels for customers to shop. Customers can shop in the brick-and-mortar store or online via the company's Web site. Innovate and Create
Have students work in groups and research the steps involved in opening a pure play business and also what is involved in selling goods on Amazon.com. Let students decide which avenue they would take if they wanted to start selling goods or services online. Have students share their group's decision and rationale in an oral report and a one-page written report.  | 
