Unit 2 KA4 - Technology in Marketing

Question 1

List the methods that a business can utilise technology in market research

Answer 1

Electronic point of sale (EPOS)
Online surveys
Databases

Question 2

Define EPOS and list the pros/cons

Answer 2

Electronic point of sale (EPOS) allows companies to gather information on customers buying habits such as:

Regular purchases
Any effect the change of price or promotion would have on sales

EPOS systems can:

Be expensive to set up
Be used alongside customer loyalty cards to monitor consumers buying habits
Produce information which can be used to target promotional C
campaigns to the appropriate customers

Question 3

Define online surveys and list the pros/cons

Answer 3

Customers can be asked to take a quick online survey when they are visiting the company website. Surveys can be sent directly to customer via e-mail.

Surveys carried out online are:

Cost effective
Often easy to develop
Can be analysed to