Assignment 3 is worth 20% of your total mark for this course; it should be submitted after you have completed the readings and learning activities for Lessons 9 through 14. Your assignment submission should be no more than 10 pages in length. A page is defined as double spaced, with standard margins, using a standard 12-point font. The cover page with your name and student number does not count as a page. A deduction of 10% will apply if your assignment is more than 10 pages long.

Read the case of “StubHub: Ticket Scalping, a Respectable Endeavour?” on pages 580 to 582 the textbook. Formulate answers to the following questions in a Microsoft Word (or compatible) document, then return to this page and follow the instructions on the right-hand side of this page to submit your assignment for marking.

Question 1: (20 marks)

Identify the strengths and weaknesses of StubHub as well as the threats and opportunities this organization is facing.

Note: Use point form with very explicit statements. (There are 2 marks available for each good point. Limit your answer to 10 points).

Question 2: (25 marks)

The online ticket resell system offered by StubHub can be considered as an innovation. Evaluate this system using the product characteristics that affect the rate of adoption. Are you surprised by the initial success of this system? Why?

Note: Divide your answer into sections, one for each characteristic and one for your thought.

Question 3: (10 marks)

Describe how the four online marketing domains apply to StubHub.

Note: Divide your answer into sections, one for each domain.

Question 4: (15 marks)

The case states that “StubHub’s website structure also creates a marketplace that comes closer to pure competition.” Could ticket resellers use cost-based pricing in such a context? Explain.

Question 5: (15 marks)

Discuss the major ethical issue that might be raised against ticket-reselling activities, and explain how ticket-reselling websites such as StubHub can contribute to making ticket reselling legitimate.

Note: Divide your answer into two sections, one for the discussion and one for your explanation.

Question 6: (15 marks)

Based on your understanding of the product/market expansion grid, which growth strategy StubHub has used until now? Which grow strategy should StubHub use in the next couple of years? Explain.

Note: Divide your answer into two sections, one for the discussion and one for your explanation.