Online computer shopping at websites makes it possible for individual consumers to get direct information from hundreds of companies they would not otherwise know about. Consumers can place an order for a purchase that is then shipped to them directly. Will growth of these services ultimately eliminate the need for retailers and wholesalers? Explain your thinking, giving specific attention to what marketing functions are involved in these “electronic purchases” and who performs them.
Answer to relevant QuestionsExplain why a small producer might want a marketing research firm to take over some of its information gathering activities. Distinguish between strategy decisions and operational decisions, illustrating for a local retailer. Distinguish between an attractive opportunity and a breakthrough opportunity. Give an example. Why is the target market placed in the center of the four Ps in the text diagram of a marketing strategy (Exhibit 2-4)? Explain, using a specific example from your own experience. In Exhibit 2-4 Explain General Electric’s strategic planning grid approach to evaluating opportunities.
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