How has e-commerce changed the marketing of goods?
What will be an ideal response?
E-commerce has greatly changed the marketing of goods. Before e-commerce was developed, the marketing and sale of goods was a mass-marketing and sales force-driven process. Marketers viewed consumers as passive targets of advertising campaigns. E-commerce has brought many new possibilities for marketing. The Internet and Web can deliver, to an audience of millions, rich marketing messages with text, video, and audio in a way not possible with traditional commerce technologies such as radio, television, or magazines. Merchants can target their marketing messages to specific individuals by adjusting the message to a person's name, interests, and past purchases. In addition, much information about the consumer can be gathered from the Web site the consumer visits. With the increase in information density, a great deal of information about the consumer's past purchases and behavior can be stored and used by online merchants. The result is a level of personalization and customization unthinkable with existing commerce technologies.
You might also like to view...
Which term refers to selling commodities of similar grade and quality to two or more different buyers at different prices, within a reasonably short time, where the result would be to substantially lessen competition?
A. Price discrimination B. Price fixing C. Bait pricing D. Penetration pricing
Vertical analysis compares each item on a financial statement with a(n) ________
a. total or key amount on the same statement b. industry average c. total or key amount on the financial statement of the previous period d. corresponding item on a different statement of the same year
Category management is a strategy that is used to improve a retailer's _____
a. shelf-space productivity b. point-of-sale displays c. capital costs d. overall productivity through the use of computerization
Arnold is the in-house counsel of Frankin, Inc, a wealthy corporation that is facing a dispute with a consumer. The allegations made by the consumer can be potentially damaging for the corporation
The directors of Frankin want to avoid a trial in court. However, they are likely to get a judgment in their favor as they have a strong case. If Arnold feels that an educated jury will be favorably disposed toward Frankin, Inc, which of the following alternative methods of dispute resolution should he recommend? A) private trial B) arbitration C) mediation D) summary jury trial