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"How might the marketer of a Small to Medium Enterprise (SME) in the engineering sector..."
How might the marketer of a Small to Medium Enterprise (SME) in the engineering sector use Internet technology in a marketing strategy?
Author:
Rebecca Wyant
There are many advantages of using Internet technology in a marketing strategy. The Internet offers potential customers three major benefits. The first is convenience. With the Internet, customers can order products any time of the day and from any location. Secondly, customers can find lots of information about companies, products and competitors without leaving their office. Due to this increased information source, objective criteria such as prices, quality and performance can all be compared much easier. Finally, with online services customers don't have to face salespeople or open themselves up to persuasion and emotional factors (Kotler, 1997). The Internet also offers benefits to the marketer. Quick adjustments to market conditions, lower costs, relationship building and audience sizing are all advantages that marketers can use when considering a marketing strategy. Therefore, marketers will be able to find, reach, communicate and sell over the Internet. Both large and small firms can use online marketing. Therefore SME businesses will be able to gain the benefits of using the Internet. Online marketing has no real limit on advertising space with costs being significantly lower than that of print and broadcast media.


Given the online marketing opportunities, companies have to decide how to go online, with what products and for what audiences. There are four main ways that marketers can use Internet technology. However, not all of these methods can be used by SMEs. Some of these methods involve costs that some businesses may not be prepared to meet.

An 'electronic storefront' can provide descriptions of the company and its products. It can be used as a catalogue, describing the company's products and features along with the company's news and financial standings. It can also offer the choice of placing an order. Product sales on commercial online services are between $100 million and $200 million each year...

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essay on How might the marketer of a Small to Medium Enterprise (SME) in the engineering sector use Internet technology in a marketing strategy?
Pages:
4 (997 words)
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Added:
01/06/2012
Category:
Business
Plagiarism level of this essay is: 83%
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