3.3 Technology

Question 1

Role of technology in the marketing mix

Answer 1

Technology presents new opportunities
for business to market their products -
leading to frequent changes to the four
elements of the marketing mix

Question 2

Allows businesses to promote using

Answer 2

Social media marketing
Viral marketing

Question 3

What is social media marketing

Answer 3

Social media marketing involves
creating and sharing content on social
media networks in order to achieve
marketing and branding goals.

Question 4

What is viral marketing

Answer 4

Viral marketing is when consumers
are encouraged to share information
online about the products of a business.

Question 5

What are benefits of using media networks for promotion

Answer 5

 Targets specific demographic groups and customers
 Speed in response to market changes
 Cheap to use
 Reaches groups that might be difficult to reach

Question 6

What are the drawbacks of using media networks for promotion

Answer 6

 Can alienate customers if they find it annoying
 Potential customers may not use social media
 Lack of control of advertising if used by others
 Messages may be altered or used in a bad way

Question 7

Benefits of a business advertising on its own website

Answer 7

 No extra costs if website is already set up
 Control of advertising
 Flexibility in making changes to the advertisement
 Can provide more information and link to other pages
 Attracts funds and payments from companies

Question 8

Drawbacks of a business advertising on its own website:

Answer 8

 Potential customers may not see the website
 Relies on customers finding the website
 Design costs of the website may be high

Question 9

What is E-commerce

Answer 9

E-commerce is the ‘online’ buying and selling
of goods and services using computer systems
linked to the internet and apps on cellphones.

Not every product or service will be successfully
sold by e-commerce.
Firms need to consider the different impacts
that the internet and e-commerce can have
on both businesses and consumers.

Question 10

What are the advantages and disadvantages of E-commerce (opportunities to business)

Answer 10

Disadvantages:

• No direct customer contact
• Competition from other websites
• Cost of setup
• Transport costs

Advantages:

• Low-cost promotion
• Able to access many consumers
• Global coverage
• Shops might not be needed
• B2B and dynamic pricing is easier

Question 11

What are the advantages and disadvantages of E-commerce (opportunities to consumer)

Answer 11

Disadvantages:
- Internet access required
- Cannot see or try the products
- Identity theft
- Technical problems
- No personal contact

Advantages:
- Competitive prices
- Easy to compare
- Easy to pay
- Wider choice
- Convenience