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Internet and Its Impact on Traditional Retail - Literature review Example

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The paper "Internet and Its Impact on Traditional Retail" examines the impact of the Internet on the traditional retail by utilizing the theoretical framework of the marketing mix in terms of discussing the ways in which the online marketing environment has influenced the changes in the traditional marketing approach.  …
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Internet and Its Impact on Traditional Retail
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Download file to see previous pages The huge number of Internet users has encouraged marketers to extend their product and service advertisements on the Internet via a business-to-consumer (B2C) or business-to-business (B2B) approach. Today, marketers are relying on the use of e-tailers aside from the traditional advertisements on television, radio, newspapers, magazines, and billboards.
Eventually, the researcher will answer the question as to whether or not the on-line marketing will eventually replace the traditional marketing retail approach.
In a traditional market place, tangible products can be physically observed and tested by prospective consumers whereas e-marketing depends highly on the use of images and marketing text when selling a product. 
The online marketing environment changed the traditional market in a way that physical examination of goods is not provided in an online environment. Physical interaction between the prospective consumers and the products becomes a limitation for using the Internet. Selling perfumes, expensive items like automobiles and jewelry, and personal items such as dresses, jeans, or shoes may not be suitable in an on-line market environment since consumers do not have the option to fit the clothes before buying. Consumers who wish to buy perfumes would go to a traditional store where they could test the scent of each product. The same reason applies when buying luxury items. On the contrary, non-personal and less expensive and standard items such as books, golf balls, drugs, airline tickets, or movies on DVD are successfully sold over the Internet.
The online marketplace removes intermediaries like retailers normally required in a traditional marketplace. ...Download file to see next pagesRead More
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