Marketing Research

In relation to the marketing world, there are several aspects that will affect the success of an organization. Some of these and most typical are ‘space’ (digital) and ‘place’ (physical) presence of an organization will ultimately determine the success the company will have, much of this evaluation on how an organization chooses to select which presence is the best medium for their identity and products, depends on different factors of consumer preferences.  A physical positioning for organizations that choose to use a place presence is very important for a strategic reach of the target market. However, in a digital market customers have numerous advantages over a physical presence. Today, practically anyone with internet access can buy any product online and have it delivered to a specific location or pick it up at the organization’s actual physical location.

This paper will be focusing on marketing implications for reaching target market segments in each medium as well as the advantages and disadvantages of strictly using only a digital or physical presence.

Some of the advantages of ‘space’ are; “Global reach, 24x7 Access, and Instantaneous Delivery” (Mullins & Walker, 2010) - where digital goods are available anywhere customers are located with a twenty four hours, seven days a week access. While a disadvantage for example is, the music world where music can be downloaded for free because of possible piracy. “Another threat to new-economy technologies is that there are few barriers to entry, and many Internet strategies are easily imitated.” (Mullins & Walker, 2010) To avert these occurrences, a firm would need to patent its method of doing business online as has Amazon, Priceline and the list goes on. The advantages of ‘place’-physical, however, a place to go and see the product physically sometimes customers are lured into buying more with the conviction of well trained salesmen and store layout where more items are within sight giving...