Lesson 1 Midterm
Lesson 1 Midterm
Lesson 1 Midterm
The website
• Commerce
• New or less well-known brands may E-commerce continues to grow at a very fast pace.
have to assume different strategies Walmart.com, the online sales channel for Wal-Mart,
than those used by more established recorded over 500 million visitors and $1.17 billion in
brand. sales in 2005, and expected a 40 percent increase in
visitors in 2006. Circuit City allows customers to order
• The Internet, like other direct-response
online and pick up merchandise at the store. Others,
media, are best suited to a highly
including Amazon and eBay have Internet sites only.
targeted audience. Branding, on the
other hand, requires a broad, generic The strong growth of E-commerce is expected to
audience. continue, in both business-to-business and consumer
markets.
• Successful branding does not take place
overnight. When marketers discover The Internet and IMC
that the Internet will not allow them to
establish their brands quickly, many
return to a focus on ROI or the bottom
line.
E-Commerce
Measures of Effectiveness
• Speed