Question

1. Your best friend owns a small children's clothing store located in the downtown area of a community of 50,000 citizens. Business has been slow the past year due the construction of several new strip malls and a new Wal-Mart store (Increased competition). She discovered you were taking an online marketing class, asked you for your advice for ideas that would increase her sales (She owns her present building and will not relocate her business, even though the downtown area is losing stores to the new strip malls). Based on what you have learned in this course what would you tell her.
2. Define and discuss cross-border alliances. What are they and how do they work?
3. What are the benefits of list segmentation to direct marketers?
4. Why do marketing managers need research and what is its role in decision making?
5. Marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper marketing "mix" that meets the needs of that segment. Discuss how this is achieved.

Reference book if possible. 350 words with reference minimum per each question. APA sith edition.

Kotter, P., & Keller, K. (2012). Marketing management. (14th ed.). Upper Saddle River, NJ: Prentice Hall.

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1. As a way of creating value, broadening the competitive advantage of an organization e-marketing has become a new means of providing services and products reaching a new marketing segment. Before leaping into this area an organization must determine whether the benefits and challenges outweigh the potential risks and barriers to this enterprise. There are six areas of consideration to take into account before making the decision: the financial question of cost reduction; overall improvements in organizational performance brought about through effectiveness and efficiency; improved access to the marketplace; promotional and communications options; competitive pressures and the organization’s corporate image, Dann and Dann, 2011). While the idea of conducting business in an online environment may seem easily it has its own unique risks.
E-marketing is a unique approach in that it is an interactive methodology. Initially e-marketing was viewed as independent from the brick and mortar domain but this was viewed as incorrect. Advertising is a critical component of the marketing mix which clearly dictates why some businesses remain small and others become a clear online presence (Dan and Dann, 201). However, what works in a brick and mortar business in terms of marketing does not readily transfer to the online environment. Market integration takes place when the idea of cross border alliances begin to take shape with the idea of entering into the online arena. With that being said it would be in her best interests to determine exactly what customer market she would be interested in reaching rather than the population at large and focus upon this particular age group. Having established value with this particular market segment she could later expand into...

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