Ow Can Technology Innovations Affect Marketing Strategies

Discussion 2: Shared Practice: How Can Technology Innovations Affect Marketing Strategies?

If you were a retailer, you might have considerable overhead. For example, you might need to have a place to receive customers, present merchandise, store inventory, assemble purchased items, and package or ship these items. If, on the other hand, you are a professional shopping consultant, you do not need any of these capabilities. Instead, you only require a channel for prospective customers to reach you. For companies such as Amazon, the traditional retail functions listed above are being blended with the personal shopping services. Amazon learns your shopping and purchasing behaviors, suggests related products to buy, and even a?remembersa? your browsing history for the next time you visit them. Amazon has discovered that, while other marketing tactics might be beneficial, it is quite possible to be a successful service provider without incurring overhead such as renting a space for stock.

For this weekas Shared Practice, you research how new technologies are influencing current marketing strategies. You examine current campaigns and identify emerging trends using this weekas resources, your research, and your own personal and professional experience.

Post by Day 5 the following, drawing on your own personal and professional experience if possible:

A description of three organizations and/or companies you identified in your research that, in your experience, effectively integrate innovative technologies into their prospective marketing strategies, and explain why these innovative technologies are effective

An explanation of how these innovative technologies are affecting the market share of each of the companies you identified

An explanation of how these technologies are changing the way consumers evaluate the companyas offerings and the purchase decision


Perreault Jr., W. D., Cannon, J. P., & McCarthy, E. J. (2014). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill.

Chapter 10, a?Place and Development of Channel Systemsa? (pp. 252a 277)

In this chapter, the authors detail the role of place in organizationsa marketing strategies. Specifically, this chapter centers on the development of channel systems, or the systems put in place to manage the flow of products from producer to final customer. Because place decisions are costly and difficult to change, the decisions behind place must be made carefully.

Chapter 11, a?Distribution Customer Service and Logisticsa? (pp. 278a 299)

Not all product distribution is high-tech; in one example in this chapter, a distributor in a Kenyan suburb vends out his products from three shipping containers that he has crafted into a makeshift warehouse. Most organizations have learned to use technology effectively to deliver products, however. Many examples of effective service and logistics are provided in this chapter.

Chopra, S. (2013, May 13). Cases: The future of same-day delivery: Same as the past? Watertown, MA: Harvard Business Publishing. Retrieved from