2. Online retailing strategy. Go to the Web site of Kohl’s

(http://www.kohls.com). Using the material in the chapter on retailing strategy, answer the following questions:

a. How does the design and layout of the Kohl’s Web store appeal to the retailer’s target market?

b. In your opinion, what is the main strategic objective of Kohl’s online store? Is it to generate revenue independently of its brick-and-mortar stores? Or, is the online store’s main purpose to support so-called Web to store shoppers

(shoppers who use the Web mainly to obtain product information and prices but make actual purchases at brickand-

mortar stores)?