Marketing as a field has gone through transformation in response to the ever-changing needs of customers. One of the major catalysts to marketing transformation is the creation of the World Wide Web in the 1990s. The internet has revolutionized communication making it easier for consumers and businesses to communicate and transact online. However, success within this space requires firms to acquire new skills and competencies to prosper and grow within the new environment. a. As a marketing consultant, discuss the three concepts that are commonly associated with marketing on the internet. Use practical examples to clarify each concept fully. b. Given the lockdown imposed by the Botswana government as a result of Covid 19, retailers are encouraging customers to buy their products online through digital marketing. Assume that buyers based in Gaborone decide to switch to digital transactions. Explain any five benefits of digital marketing to Gaborone buyers. c. Using an industry of your choice, explain how a company can make use of the Ansoff Matrix to develop a competitive strategy. Use examples to enhance your answer. d. Using the example cited above, explain how differentiated marketing strategy works.
Marketing as a field has gone through transformation in response to the ever-changing needs of
customers. One of the major catalysts to marketing transformation is the creation of the World
Wide Web in the 1990s. The internet has revolutionized communication making it easier for
consumers and businesses to communicate and transact online. However, success within this space
requires firms to acquire new skills and competencies to prosper and grow within the new
environment.
a. As a marketing consultant, discuss the three concepts that are commonly associated with
marketing on the internet. Use practical examples to clarify each concept fully.
b. Given the lockdown imposed by the Botswana government as a result of Covid 19, retailers
are encouraging customers to buy their products online through digital marketing. Assume
that buyers based in Gaborone decide to switch to digital transactions. Explain any five
benefits of digital marketing to Gaborone buyers.
c. Using an industry of your choice, explain how a company can make use of the Ansoff
Matrix to develop a competitive strategy. Use examples to enhance your answer.
d. Using the example cited above, explain how differentiated marketing strategy works.
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