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Business Studies IGCSEPDF 118
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E-Commerce
Definition:
Technology in Promotion
The internet is also used for digital marketing — social media ads, email campaigns, and
pop-ups.
Factors Affecting Promotional Decisions
Producers
Consumers
Stakeholder
Advantages
More choice; convenience;
often cheaper.
Wider market; lower long-term
costs.
Examples: Amazon, eBay, Daraz, online ticketing platforms.
The use of the internet to market, sell, and distribute goods and services.
Disadvantages
High competition; setup and
maintenance expenses.
No personal service; online security
risks.
● Stage of PLC: New products → heavy advertising; mature → sales promotions.
● Nature of product: Consumer goods = mass media; producer goods = trade
promotions.
● Target market: Niche = specialized magazines; mass = TV/online ads.
● Budget: Promotion must be cost-effective and within the marketing budget.
Technology and the Marketing Mix