Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
    1. E-commerce
    2. Business-to-business (B2B)
    3. The five steps to B2B e-commerce
    4. Business-to-customers (B2C)
18. 4.8 E-commerce - questions
19. Printable version

4.8 E-commerce - notes

In the previous sections we examined the role, definition and nature of marketing, marketing planning, the marketing mix, marketing objectives, positioning and market research. We then looked at the classification of products, new product development, the product life cycle, product portfolios and branding and analysed and evaluated pricing strategies and polices. We then analysed and evaluated promotional tools, distribution channels and strategies and international marketing opportunities.

In this final section we analyse and discuss the effects and benefits of e-commerce.

By the end of this section you should be able to:

• Analyse the effect of e-commerce on the marketing mix
• Discuss the costs and benefits of e-commerce to firms and consumers