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Once again, you will utilize articles listed in the Resources section to explore the different topics for your Research Paper. Below, you will find a series of questions pertaining to each article. You do not have to answer the questions directly, but they are included to guide you in discovering the type of information that you need to complete the research paper.
With the widespread adoption of the Internet, consumers have found it easy and convenient to obtain information and to share their concerns, ask questions, and obtain answers from third party sources. An example of this is the consumer forums at edmunds.com, established for individuals interested in purchasing a car. Also, online forums and blogs that incorporate customer feedback have developed, leading to increased information for the consumer.
For this section, read "The Continuing Power of Mass Advertising" and "Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions." After reading each article, consider the following questions:
Is mass advertising dead in the era of personalized marketing?
What should companies do to manage this proliferating word of mouth information generated on the Web and incorporate it in their strategies?
Is the balance of power shifting from companies to the customer?
What are the commercial implications for companies’ promotional decisions?
Using the information you have read and any other outside resources that you have found, prepare a summary (1–3 pages) of how these topics relate to the overall subject you are addressing in your paper.
(you wrote the main paper on marketing in 21st Century)
Remember to refer back to the main task of this paper, which is to describe how you believe the usage of the individual marketing mix variables is likely to change in the future and what companies must do to adapt their marketing approaches in order to achieve competitive advantage. In particular, focus on the following aspect:
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