Assignment 1 ( due @8am on July 7, 2019 ) Please read the case study 2 ‘Boo hoo – learning from the largest European dot-com failure’ on your textbook on pages 108-110 and answer the 3 questions at the end of the case study: 1. Which strategic marketing assumptions and decisions arguably made Boo.com’s failure inevitable? Contrast these with other dot-com-era survivors that are still in business, for example lastminute.com, Egg.com and Fire box.com. 2. Use the framework of the marketing mix to appraise the marketing tactics of Boo.com in the areas of product, pricing, place, promotion, process, people and physical evidence. 3. In many ways, the vision of Boo’s founders were ‘ideas before their time’. Give examples of e- retail techniques used to create an engaging online customer experience which Boo adopted that are now becoming commonplace.