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Strategies may take more timeto implementOnline Cheap to implementCan be integrated into overall marketing strategyIncreases the range of people who view your productAllows use of multiple formats e.g. video, text, audioAllows virtual store to be createdPeople may ignore online approachesHighly competitive environmentProduct or promotion adaptationProducts match the marketConsumers are offered something newCan take advantage of new technologiesRequires constant investmentFocus may be split across different adaptationsProduct or promotion Can focus more on a single Consumers may lose interest
P a g e | 18standardisationproduct/promotionAllows convergence of all researchafter a period of repetitivenessSegmentation by criteriaAllows each criteria to be targeted individuallyAllows you to meet all of the consumers' needsTime consuming
P a g e | 19Activity 2CEstimated Time20 MinutesObjectiveTo provide you with an opportunity to select a marketing approach to meet marketing objectives, international market conditions and consumer preferences.ActivityHow can you ensure that your marketing approach meets marketing objectives, international market conditions and consumer preferences?What are your marketing objectives? How will your marketing approach help achieve this?
P a g e | 20Activity 3AEstimated Time40 MinutesObjectiveTo provide you with an opportunity to evaluate business culture and consumer preferences, and identify compatible marketing structures.ActivityWhat is meant by 'business culture'?