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International Guidelines for Consumer Protection in the Context of Electronic CommerceAnswers should refer to and summarise the information given in 2.1 of the Learner Guide.
P a g e | 11Activity 2BEstimated Time30 MinutesObjectiveTo provide you with an opportunity to evaluate options for choice of marketing approaches.ActivityWhat are the advantages and disadvantages of the various types of marketing approaches?Marketing approachAdvantages Disadvantages Global Cheaper to plan and implementConsistency of messageStrategies can be implemented quickerMay not be suited toparticular marketsMessages can be "lost in translation"Harder to track the success of approach in different marketsChanges to strategy may have differing effects of marketsCustomised Differences in each market are accounted forEasier to track the success of approachesFeedback from strategies is applicable to each different marketMore expensive to plan and implementInconsistency of messageStrategies may take more time to implementOnline Cheap to implementCan be integrated into overallmarketing 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 standardisationCan focus more on a single product/promotionAllows convergence of all researchConsumers may loseinterest after 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 | 12Activity 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?Ask and answer the following questions:What are your marketing objectives? How will your marketing approach help achieve this?