Marketing

Assignment What is the concept of market similarity and how does it apply to companies that target foreign markets? When companies would like to expand overseas, they would first prefer to target markets which are similar to their domestic (home) markets. For example, the US would first prefer Canada as opposed to Europe due to differences in culture, language, business norms, etc. Thus, when entering a foreign market, it is important to understand the overall market and adjust the product/service according to that market.

What is the digital divide and what does it mean for e-marketers? Differences between those who have access to the internet and those who do not is called Digital Divide. This digital divide can be witnessed in a number of situations, such as, rural and urban internet access, people with low and high income and developing and developed economies. Emarketers must consider the social environment in which the business operated. It is important to consider the accessibility of internet in the markets which they plan to market their products, if the level of internet access is acceptable or not.

What responsibility do you think e-marketers should assume for helping to close the digital divide? Do you think consumers and governments should assume some responsibility, as well? Explain your answers. I believe e-marketers, consumers and governments should take responsibility and actions to close the digital divide. E-marketers should create websites that target the developing economies, thus creating a friendly and a learning atmosphere. Consumers should realise the importance of technology and internet in this highly technological and competitive world; thus, they should ambitiously learn its usage. Governments should spread the awareness of the internet, highlighting the numerous advantages by introducing it in public school at an early age. Also, governments can introduce its services online, therefore, creating a need for the public to learn the...