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Discuss, with the use of examples, the view that “businesses that…

- - - - Allow the company to gain a competitive advantage and an increase market share/dominance within the market
  - - - Expensive investment in the long-run
    - - Use of below-the-line promotion may be more successful as company is in direct and instant communication with target customers - so is more likely to result in an increase in sales and so market share
      - Example
        
        Cosmic Capital
        
        300% increase in sales on e-commerce store
- - - - An increase in revenue and competitiveness within the market
    - - Fitness clubs to attract customers to sign up
    - - More beneficial for Apple to use Premium pricing scheme (define) due to higher demand for good and cost of resources
  - - - Allow company to influence customers buying habits and so increasing their revenue levels and competitiveness within the market
      - McDonalds changing their menu to not include beef burgers when expanding to India (a cow is seen as a secret animal) to allow them to target the needs and wants of their customers