APA Assignment Paper Example (GE)

Trucking companies use the tracking technology from

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Trucking companies use the tracking technology from GE to avoid losing trailers, helping in locating stolen trailers, or in monitoring dropped trailers to detect and prevent unauthorized transports in between loads—all situations that drive up operating costs for shippers and ultimately consumers (Brennan, 2005). Of course, these are just some of the cost tradeoffs discussed in our marketing book. Market coverage intensity is important in GE’s overall strategy, especially in regards to their website. Deciding how many and which outlets specifically to push the products in requires much consideration. Most of it is based on buyer behavior patterns and trying to reach target markets and demographics effectively. With a steady increase of buyers using the internet and
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making more and more purchases online, it is important that their website covers all the needs of their buyers. This must be viewed from a worldwide standpoint, since the internet has no real boundaries in regards to the countries of origin of its buyers (Armstrong & Kotler, 2010). Their market coverage intensity strategies have to include these possibilities and options, including possible language barriers. In regards to customer service issues and the maintenance of their website, the problem of a very broad customer base comes into play again. They have to take into account how many languages they want to offer their website in. They have to take into account buyers with possible disabilities that they may be able to address on their website.
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  • Spring '12
  • McDermott
  • Marketing, World Wide Web, Web Content Accessibility Guidelines, Web accessibility, Web Accessibility Initiative

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