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ScotlandBusiness ManagementQuick questions
Management of Marketing
Quick questions on Technology in marketing - SQA Higher Business Management
5short Q&A pairs drawn directly from our worked dot-point answer. For full context and worked exam questions, read the parent dot-point page.
What is social media?Show answer
Social media lets the firm advertise, engage directly with customers, run campaigns, gather feedback and build a brand, all cheaply and quickly, with content able to spread (go viral). The risk is that negative comments are public and spread fast, so the firm must monitor and respond constantly, and it has less control over how its message is shared.
What are advantages?Show answer
a much wider market (national/global, 24/7); lower costs (no premises, cheaper advertising); speed of communication and campaigns; rich customer data for analysis; and precise targeting that reduces wasted advertising.
What are disadvantages?Show answer
the cost and skill of setting up and maintaining systems; intense online competition; the danger that complaints and bad publicity spread fast and publicly; data-protection and security duties; and customers being unable to see or try products before buying, increasing returns.
What is q1?Show answer
Describe two ways a business could use technology to market its products. [2 marks]
What is q2?Show answer
Explain two disadvantages of using technology in marketing. [4 marks]
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