Questions and Topics We Can Help You To Answer:

You should now be familiar with the various factors that positively and negatively affect marketing and strategy for companies. Some of these factors work with each other and some work against each other. For example, let’s look at technology and how it has impacted newspapers. Since 2003, print readership has declined while Internet revenues increase. Since 2006 alone, print advertising revenue has declined by 45%. For 2012, print advertising losses had a ratio of about fifteen dollars lost for every digital one dollar gained (Pew Research Center’s Journalism Project, 2013). The technology of Internet advertising, though, has advantages.

Think about where you live and companies that you may access because of the Internet– would you ever have heard of them without the Internet? While technological changes have definitely hurt print newspapers, they have helped other companies to thrive; they have also enabled traditional media companies, such as CNN and MSNBC, to use the Internet as part of their marketing strategy.

Reference:

Pew Research Center’s Journalism Project. (2013). The state of the news media 2013. Retrieved from http://stateofthemedia.org/2013/newspapers-stabilizin-but-still-threatened/newspapers-by-the-numbers/

In this activity, you will examine one of the factors affecting marketing and strategy.  Why does it benefit marketing? Why does it hinder marketing?  Create a short presentation (3-5 minutes) about one factor affecting marketing and strategy.  Using the first letter of your last name, use the factor identified below:

A-F:  ethical
G-L:  global
M-R:  technological
S-Z:  dynamic
In your short presentation, include the following:

A definition of your factor
Reasons the factor benefits and/or hinders marketing and strategy
An example of the factor benefiting and/or hindering marketing and strategy