How might the marketer of a Small to Medium Enterprise (SME) in the engineering sector use Internet technology in a marketing strategy?

There are many advantages of using Internet technology in a marketing strategy. The Internet offers potential customers three major benefits. The first is convenience. With the Internet, customers can order products any time of the day and from any location. Secondly, customers can find lots of information about companies, products and competitors without leaving their office. Due to this increased information source, objective criteria such as prices, quality and performance can all be compared much easier. Finally, with online services customers don’t have to face salespeople or open themselves up to persuasion and emotional factors (Kotler, 1997). The Internet also offers benefits to the marketer. Quick adjustments to market conditions, lower costs, relationship building and audience sizing are all advantages that marketers can use when considering a marketing strategy. Therefore, marketers will be able to find, reach, communicate and sell over the Internet. Both large and small f...