Target market strategies
We have seen that we need to review the options for using the digital media to reach new
markets or develop existing markets. Within both of these markets we need to analyse the
target market in more detail to understand their needs and potential and then develop a
Box 8.1
The Electronic Shopping or ES Test
This test was developed by Michael de Kare‑ Silver to assess the extent to which con‑
sumers are likely to purchase a retail product using the Internet. De Kare‑ Silver sug‑
gests factors that should be considered in the ES Test:
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