With the rapid development of technology, internet purchasing become a modern consumer trends for customers, traditional purchasing sometimes has failed to meet the current situation which accelerating pace in the society nowadays. Although purchase goods from internet is the main trend to customers, but be a shop-front retailer, it also can change some operations to counter-act the increasing of purchasing via the internet by consumers.
As we all know, Internet is enabling technology a powerful set of tools that can be used wisely or unwisely in almost any industry and as part of almost any strategy. Internet can ease and speed up the real time exchange information which gives benefit to the customers, e.g. customers now are easily to find the standard/market price of products from the auction sites. Internet can also decrease some costs of the companies, e.g. eBay auction can reduce the high cost of face-to-face interaction and producing physical versions of information. But otherwise, develop internet purchasing also make more difficult for companies to capture those benefits as profits, Such as it will make companies difficult to promote their own corporate culture, and sometimes it can groom potential competitors(Michael 2009).
To be a shop-front retailer, it is difficult to say that online shopping can be defeated, it is because the current market trends of purchasing is face to the development of E-business which is online shopping, but companies can through some ideas in order to achieve the objective what reduce customer enthusiasm for online shopping then increase its own profits. Looking at the marketing process (Elliott, G. et al, 2008, p.195), Marketing department manager should focus on their target market as well as the company's ability of business that the company can entry into the market. There are some factors can influence adapt to the decision-making which are regional, country or local characteristics, product characteristics, and...
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