Marketing in the 21 st Century
Please pay attention to details hear and respond to all the question in details. and most important it is
critical that the writer focus on the points mentioned at the end of the questions . all aspect must be
thoroughly address in the paper.
Marketing in the 21st Century
Once again, you will utilize articles listed in the Resources section to explore the different topics for your
Research Paper. Below, you will find a series of questions pertaining to each article. You do not have to
answer the questions directly, but they are included to guide you in discovering the type of information
that you need to complete the research paper.
After reading “Retail Marketing Trends in USA and Their Effects on Consumers and the Global
Workforce,” and “Internet Retailing Quality: One Size Does Not Fit All,” consider the following questions:
� What should online retailers do to establish a clear difference from retailers that have off-line stores?
� What should be the strategies for retailers with physical locations that intend to also establish
themselves online and how should these retailers seamlessly integrate their channel offerings?
� How has globalization influenced marketing trends?
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Using the information you have read and any other outside resources that you have found, prepare a
summary (2 pages minimum) of how these topics relate to the overall subject you are addressing in your
paper. Remember to refer back to the main task of this paper, which is to describe how you believe the
usage of the individual marketing mix variables is likely to change in the future and what companies must
do to adapt their marketing approaches in order to achieve competitive advantage.
In particular, focus on the following aspects:
� The changing landscape of traditional advertising methods that have become less effective as
consumers turn to the Internet from mass media and the evolution of newer pricing models for the
Internet, including the use of channel intermediaries as retailers seek to compete with pure-play Internet
retailers.
Marketing changes and adaptations that have become necessary due to the globalization of the
marketplace.
Marketing in the 21 st Century
Online retailing has emerged as an important retail force as consumers are purchasing
online. It is now up to the conventional offline retailers to respond. In order to establish a clear
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difference from retailers that have offline stores, online retailers should lower their prices below
the prices that offline stores ask for the same products (Chinta, 2006). This will allow price
conscious consumers to take full advantage of the cost savings which could at times be
considerable. Online retailers need to offer a wide variety of selection – seemingly endless
selection – that offline retailers may not be able to provide. Online retailers should ensure the
convenience of online shopping by enabling buyers to make a purchase of any item in seconds
from the comfort of their homes (Francis, 2007).
Online retailers should also allow shoppers to compare the features and prices of their
products instantaneously. Online information capture is generally more frequent and detailed.
Click stream data gives complete information on how a customer shops, whilst virtual shopping
carts serve as loyalty cards that capture the purchase habits of shoppers (Strzelec, 2011).
Therefore, online retailers can actually increase their sales simply by targeting repeat purchases
basing on individualized content of each consumer. More importantly, online retailers can extract
behavior data of consumers to turn abandoned shopping baskets and/or switching decisions into
operational indicators of how to stock products and serve shoppers (Chinta, 2006).
For retailers with physical stores that intend to also establish themselves online, their
strategies should be to provide new services such as buy-online pick-up-in-store, in order to keep
pace with preference of the shoppers. Francis (2007) pointed out that having a physical offline
store wherein shoppers can engage with a product before ordering the product actually boosts
demand as well as revenue. The online store would encourage consumers to align themselves
with the channel that serves them better – be it online or offline – therefore optimizing the
experience of the customer and reducing costs for the business (Gregory, Karävdic & Zou, 2007).
Offline stores/retailers can take their brand to the web and realize immediate recognition and
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trust. It is of note that this value is actually true for the existing shoppers as well as aware
shoppers who look for the benefits of the personalized, intimate experience and the more
informative buy (Wong, 2008).
Retailers with physical stores should seamlessly integrate their channel offerings simply
by introducing online shopping perks to the offline, in-store consumers. For instance by (i)
allowing the shoppers to pick up online orders from the company’s physical, brick-and-mortar
location; (ii) Providing free Wi-Fi. (iii) By offering in-store access to the company’s online
catalog; (iv) developing an app that allows the buyers to scan product bar codes and read online
reviews, and (v) accepting mobile payments through the in-store point of sale system (POS) of
the company (Griffiths & Howard, 2008). In essence, companies that can seamlessly integrate
offline and online offerings would be the most successful.
Globalization is essentially a trend that is typified by denationalization. Globalization has
influenced marketing trends in that increasingly more companies are engaging in business-to-
customer and business-to-business e-commerce that necessitates the use of online marketing
strategies to attract buyers and improve sales (Nelson, Cohen & Rasmussen, 2007). Basically, the
multinational firms that make use of e-commerce more intensively, engage in a wide range of e-
commerce activities compared with companies that are less global.
References
Chinta, R. (2006). Retail marketing trends in USA and their effects on consumers and the global
workforce. Business Renaissance Quarterly, 1(2), 65–80. Retrieved from ProQuest
Central database
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Francis, J. (2007). Internet retailing quality: One size does not fit all. Managing Service Quality,
