Space and Place

Space and Place

Valerie Waydeman

BUS 620: Managerial Marketing

DR. Keanon Alderson

August 19, 2012

The success of an organization depends greatly on how well the products are marketed and how readily available the products are to the consumers. There have been numerous changes in the previous years with technological advances and changing customer demographics. With the constant changes that have taken place over the last decade organizations’ are finding that there are a large increase in competitors, which then make marketing products more difficult. In order for new and old businesses to succeed in their markets they must be able to keep their existing customers and bring in new customers.

The space (digital) and place (physical) presence is essential for organizations to correctly market their products and meet the needs of new and existing customers. This paper will discuss the marketing implications for reaching market segments using both mediums, how customers can move easily from one medium to the other, and if market segments should use both space and place or shop one exclusively. This paper will also give examples of companies who have been successful using both mediums.

Marketing Implications for Reaching Market Segments

With all the technological advances the space presence has grown and become successful for many organizations. This presence consists of digital forms of advertising, marketing, and communicating products by use of internet based programs. E-business processes have changed the buyer/seller relationships by enhancing the way people communicate and share knowledge. Organizations’ that market and conduct their businesses by way of e-business can reach many potential customers because of the ability to have instant global access to varying market segments (Angehrn, 1997). The global coverage allows the companies/organizations to have the ability to respond to the needs of the market and access to strategic resources...