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  3. E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

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问题 E-Commerce
The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the Internet. You are members of a group, which has been asked to consider the proposal.
Discuss, and decide together:
In what other ways de you think market share could be increased? (Why? / Why not?)
选项
答案Suggested answers: Candidate A: We should have many ways to do to increase market share: “The purpose of the economy is to satisfy the wants of people.”It says that every business function is seeking to satisfy human wants and needs. To the extent that consumer wants and needs is satisfied effectively, economically, and therefore profitably, these businesses are successful and remain in existence. Candidate B: Advertising. Any paid form of non-personal presentation and promotions of ideas, goods, or services by an identified sponsor can be used to increase market share. Candidate C: In addition, personal selling can also be used to increase market share. We can make oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. Candidate D: The most effective way for increasing market share is publicity. Publicity means a non-personal stimulation of demand for a product, service, or business unit by commercially significant news about it in a published medium or obtaining favorable presentation of it on radio, television, or stage that is not paid for by sponsor. Candidate E: Sales promotion is perhaps the most effective way for increasing market share. Sales promotion involves those marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, show and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. It also involves relating research to decision making. Effective decision making in sales management requires the support of sound judgments and information. Some information may come from past experience or very informal sources, whereas other information may require well-structured research support. The sales manager needs many different types of information to make decisions about the many activities under his control.
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