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Business Chapter 16: Technology and the marketing mix (use of the internet…
Business Chapter 16: Technology and the marketing mix
use of the internet and social media networks for promotion
benefits
targets specific demographic groups
target customers will see the advert
speed in response to market changes
information can be updated regularly
cheap to use
reaches groups that are difficult to reach any other way
disadvantages
can alienate customers if they find it annoying
businesses have to pay for advertising if using pop-ups
potential customers may not use social media
lack of control of advertising if used by others
messages may be used in bad way
use of business' website for promotion
benefits
no extra cost if website is already set up
control of advertising
can change adverts quickly and update pictures, prices, etc
interactive adverts can be more attractive
can provide more information in adverts and links
attracts funds/payments from other companies
disadvantages
potential customers may not see the website
relies on customers finding the website
design costs of the website may be high
e-commerce
to business
opportunities to business
shops might not be needed
low-cost promotion
global coverage
able to access many consumers
can easily make online purchases or supplies and materials from other businesses
threats to business
setting up/updating website costs
no direct consumer contact
competition from other websites
transport costs
to consumers
opportunities to consumers
convenience
easy to compare
easy to pay
wider choice
competitive prices
threats to consumers
internet access required
cannot see/feel products
identity theft
technical problems
no personal contact