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MANAGEMENT OF MARKETING

MANAGEMENT OF MARKETING. USE OF TECHNOLOGY IN MARKETING. LEARNING INTENTIONS: I understand how modern technology assists the marketing activities of an organisation. SUCCESS CRITERIA:

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MANAGEMENT OF MARKETING

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  1. MANAGEMENT OF MARKETING USE OF TECHNOLOGY IN MARKETING

  2. LEARNING INTENTIONS: I understand how modern technology assists the marketing activities of an organisation. SUCCESS CRITERIA: I can give examples of how modern technology helps an organisation to collect market research, promote its products and services, make sales and distribute goods to customers I can give at least 2 advantages and 2 disadvantages of using technology in marketing. LEARNING INTENTIONS AND SUCCESS CRITERIA

  3. USE OF IT WHEN COLLECTING MARKET RESEARCH Modern technology allows an organisation to receive immediate feedback from customers via text messaging using mobile phones. Desk research can be done using the internet eg looking at competitor’s websites. Field research can be done using internet surveys sent to customers via email.

  4. USE OF IT IN PROMOTION Using websites and e-commerce to sell products and services also acts as a promotional tool for the organisation. Adverts can be shown as ‘pop-ups’ on popular websites or sent using social networking such as Facebook and Twitter. Customers can scan QR (quick response) codes with their smartphones to get information about products via the organisation’s website or to save details about a product they have seen that they liked. Customers can download free ‘Apps’ for their favourite on-line outlets.

  5. USE OF IT IN SALES Organisations can sell via websites (e-commerce) as well as in-store. This allows an organisation the ability to sell 24 hours a day, 7 days a week and thus maximising their sales potential.

  6. USE OF IT IN DISTRIBUTION Customers can track their on-line orders using special codes on-line which have been sent my email when the goods are ordered. This gives them a good idea of when they will receive their order or if it has been delayed.

  7. ADVANTAGES OF USING IT IN MARKETING • Can target customers worldwide • Can sell to customers 24/7 • Can give on-line discounts • Product information can be updated quickly • Environmentally friendly when compared to printing information

  8. DISADVANTAGES OF USING IT IN MARKETING • Technical problems can occur preventing both customers and the business from using technology • It is expensive to make and maintain a website • Staff need a lot of training to use technology effectively • Need to collect customers mobile phone numbers and email addresses.

  9. TASK Complete Worksheet 31

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