Case study 2 A well-established clothing retailer is considering whether they should open an online store or not. The marketing manager of the store has done various research that she needs to present to top management, as they will make the final decision. One of the aspects that the marketing manager focused on was the fact that the web enables faster and cheaper communication with customers, 24 hours a day. The Web enables organisations to develop complete customer profiles that provide marketing information, and the Web can also be used as a marketing tool for products and services, as well as videos, pictures, graphics and text can be added to support product displays. The marketing manager also explained the consumer decision-making process in terms of online purchases, and it came out that consumers go through the same process as with brick-and-mortar stores, the only difference is the way the post-purchase satisfaction or dissatisfaction is handled. The clothing retailer should develop proper and insightful FAQs that focus on the return policies, shipment, damaged products and contact details. The retailer should also ensure that the navigation of the website is easy to read and understand and that customers can provide feedback and ask questions. 14 QUESTION 4: The marketing manager needs to explain to top management the advantages of using the web as a business tool. Briefly describe TWO (2) of these advantages