MKT 401 Marketing Strategy Chapter 8: A Comprehensive Lecture Notes
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Course
MKT401
Institution
Universität Mannheim (UMA)
Book
Marketing Management
Welcome to this comprehensive collection of lecture notes on marketing strategy MKT 401 in UniMannheim! These notes cover a wide range of essential concepts and techniques, including target market segmentation, the marketing mix, SWOT analysis, competitive analysis, customer personas, brand messagi...
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MKT 401 – Lecture Notes
Chapter 8
8. The Marketing Mix in B2C Marketing
E-commerce, or the buying and selling of goods and services over the internet, has
played a significant role in the evolution of B2C (business-to-consumer) marketing in
recent years. There are several factors that have contributed to the increasing role of
e-commerce in B2C marketing, including:
1. Convenience: E-commerce allows consumers to shop from anywhere, at any
time, making it convenient for them to purchase products and services.
2. Increased access to information: E-commerce websites often provide detailed
product information, customer reviews, and other resources to help consumers
make informed decisions.
3. Personalization: E-commerce platforms can collect data on consumer behavior
and preferences, allowing businesses to personalize marketing efforts and offer
targeted recommendations.
4. Greater product selection: E-commerce platforms offer a wider selection of
products and services, giving consumers more options to choose from.
5. Changing consumer behavior: The rise of e-commerce has been fueled in part
by the increasing use of mobile devices and the internet, as well as shifts in
consumer behavior towards online shopping.
Overall, the increasing role of e-commerce in B2C marketing reflects changes in
market conditions and consumer behavior, as well as the growing importance of the
internet and digital technologies in commerce and marketing.
, 8.1 “Bricks-and-mortar” retailers increasingly transform to “clicks-
and-mortar” retailers: from offline to online
"Bricks-and-mortar" retailers are traditional, physical stores that sell goods and
services to consumers in person. In recent years, many bricks-and-mortar retailers
have transformed into "clicks-and-mortar" retailers by adding an online component to
their business. This involves selling goods and services through an e-commerce
website, in addition to their physical store(s).
There are several reasons why bricks-and-mortar retailers may decide to transform
into clicks-and-mortar retailers:
1. To reach a wider audience: An online presence allows bricks-and-mortar
retailers to sell to customers beyond their local area and potentially expand
their customer base.
2. To remain competitive: As e-commerce has become more popular, many
bricks-and-mortar retailers have felt pressure to adapt to the changing market
by adding an online component to their business.
3. To offer convenience: An online presence allows customers to shop from
anywhere, at any time, and potentially have their purchases shipped to them.
4. To collect data on customer behavior: An online presence allows bricks-and-
mortar retailers to collect data on customer behavior and preferences, which
can inform marketing and sales efforts.
Overall, the transformation of bricks-and-mortar retailers into clicks-and-mortar
retailers reflects the growing importance of e-commerce and the internet in the retail
industry.
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