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Research Paper example - Apple Store

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College
Research Paper
Marketing
Pages 5 (1255 words)
In recent years, advancement in technology has led to progressive marketing aspects of global business. In essence, online interactive marketing provides a two-way platform to which a suppler communicates directly with the customer without having to engage intermediaries…

Extract of sample

In this avenue, the techniques applicable are a web server hosting the web address, content, and software that may mediate communications for the two parties. Remarkably, communication through this system is efficient as customers make orders for the goods they need directly to the supplier. Moreover, this technique requires provision of an internet address, which is useful to the supplier as they may use the email address to communicate to the consumer about new products on sale in future. Essentially, the use of mobile phone verbal communication also helps in the creation of dialogue with the two transacting entities. It creates trust and dialogue, which enhances customer service and satisfaction because consumers are able to make verbal communication on the specifics of the product they are buying (Ahrens 31). As for Apple store, the preferred technique for marketing communication is website communication because of the large customer base hence making it difficult to make one on one phone dialogue.
Offline interactive communication
In this form of traditional marketing communication, retailers make direct approach to the consumer in order to create product awareness and encourage buying. The techniques involved include direct marketing, personal selling, and sales promotions.
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