International Guidelines for Consumer Protection in the Context of Electronic

International guidelines for consumer protection in

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International Guidelines for Consumer Protection in the Context of Electronic Commerce Answers should refer to and summarise the information given in 2.1 of the Learner Guide.
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P a g e | 11 Activity 2B Estimated Time 30 Minutes Objective To provide you with an opportunity to evaluate options for choice of marketing approaches . Activity What are the advantages and disadvantages of the various types of marketing approaches? Marketing approach Advantages Disadvantages Global Cheaper to plan and implement Consistency of message Strategies can be implemented quicker May not be suited to particular markets Messages can be "lost in translation" Harder to track the success of approach in different markets Changes to strategy may have differing effects of markets Customised Differences in each market are accounted for Easier to track the success of approaches Feedback from strategies is applicable to each different market More expensive to plan and implement Inconsistency of message Strategies may take more time to implement Online Cheap to implement Can be integrated into overall marketing strategy Increases the range of people who view your product Allows use of multiple formats e.g. video, text, audio Allows virtual store to be created People may ignore online approaches Highly competitive environment Product or promotion adaptation Products match the market Consumers are offered something new Can take advantage of new technologies Requires constant investment Focus may be split across different adaptations Product or promotion standardisatio n Can focus more on a single product/promotion Allows convergence of all research Consumers may lose interest after a period of repetitiveness Segmentation by criteria Allows each criteria to be targeted individually Allows you to meet all of the consumers' needs Time consuming
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P a g e | 12 Activity 2C Estimated Time 20 Minutes Objective To 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?
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