NAME: NURSHABRINA BINTI MOHD ASMAWI

STUDENT ID: AM2304013243

SECTION: 03

1. Explain how the Internet has transformed the way in which marketers do business
today.

A completely new way of life has emerged as a result of the internet, in addition to
new technology. When compared to the days before the internet, many personal forms of
business communication are carried out quite differently now. This impacts everything
from making grocery purchases to holding video conferences with clients throughout the
world. The Internet has benefited businesses in particular, particularly in terms of
productivity and finding new possibilities. The transformation has been so profound that it
is practically hard for those who were born in the post-internet era to comprehend life at
that time.

Right now, marketers can conduct their business via social media and digital
marketing. In this kind of marketing, marketers may contact customers anywhere, at any
time, via their digital devices by using their digital marketing tools, such as websites, social
media, mobile applications and advertisements, online videos, email, and blogs. Similar
to Facebook, Twitter, TikTok, and Instagram, it provides an excellent platform for real-time
marketing and interaction through social media. In addition, marketers may utilize mobile
marketing, which makes use of mobile channels, to encourage quick purchases, facilitate
shopping, and improve the brand experience. The 100-yen voucher was given out in
Uniqlo stores in Tokyo as part of their promotional messaging. As a consequence, the
shop gained greater exposure and made recommendations enjoyable.

Before the Internet, marketers relied on traditional marketing, which required them
to connect to consumers through offline media. Billboards, postal advertisements,
television or radio adverts, as well as newspaper and other print ads, are all examples of
traditional marketing. Direct mail and other traditional forms of marketing still have a
function, even if digital marketing has increasingly occupied a greater portion of the
marketing strategies for most businesses. Marketers should try fusing the new digital
strategies with traditional marketing since it can result in a seamlessly integrated
marketing strategy and mix.
2. What is a business portfolio? How does a company typically conduct a portfolio
analysis?

A business portfolio is a document that includes essential details about a company,

such as what the company does, its objectives, resources, and mission. In another sense,
it is referred to as the group of companies and goods that make up the business. Portfolios
can help business executives organize their information and make well-informed
judgments. Business portfolios may also aid managers in formulating plans for achieving
significant corporate objectives. The name of the business location or address of the
business, goal statement, branding information, names of executives, and corporate
history are all included in the business portfolio.

The logical strategy for choosing an ideal portfolio that can balance maximizing
profit and lowering risk in a variety of unpredictable circumstances is portfolio analysis.
Thus, there are a few ways for conducting a portfolio analysis. Use a stock portfolio
analyzer first. By entering their investments into an online investment analysis tool,
customers may learn more about their portfolios. Some online investment analysis tools
require manual data entry, while the majority let users upload spreadsheet data. The next
step in performing a portfolio analysis is to consider how each of the company's assets
performs separately, including evaluating the stock allocation, bond allocation, and
evaluation of certain funds.

A company should be aware of the benefits of business portfolios if it wants to

manage a business. This is because a company portfolio may help to reduce possible
risks. By providing a summary of the company's current assets, objectives, and
connections, managers may make informed decisions and choose what is best for the
business. Without the portfolio, company management may not have access to a complete
profile when making decisions. As a result, they could make a decision that would be
detrimental to the company. If a company is successful in expanding its clientele, it may
benefit in this way.
3. What is environmental sustainability? How does it affect the marketing
environment? Prove examples to illustrate your response.

To support health and welfare both now and in the future, environmental
sustainability means being accountable for protecting global ecosystems and conserving
natural resources. Environmental sustainability's forward-looking character is a crucial
component since so many actions that affect the environment have long-lasting effects.
Employing ecologically friendly practices is a duty that businesses have to the community,
but doing so need not conflict with their commercial objectives. Environmental
sustainability done well should balance revenues with the well-being of people and the
environment.

Sustainability will affect how marketers sell their products and services. A new
model of involving, educating, and convincing consumers about a company's sustainability
objectives must replace the abstract and limited perspective of customers that excludes
their societies and the environment from the marketing strategies used by businesses. As
a result, the marketing strategies used by businesses will not only concentrate on the
value creation based on the products but also on the sustainability vision of the company
and how the value creation aligns with consumer expectations. In addition to focusing on
sustainability, the marketers should also consider other factors like quality, effectiveness,
and costs in their marketing strategies. For example, Starbucks provide greener stores
where their point is using responsible materials which is materials and product for the
stores are responsibly and sustainably sourced. Other than that, they also provide the
healthy environment through lighting, air quality and temperature control, stores are
designed to promote a comfortable experience for partners and customers.
4. Describe the steps of the buyer decision process.

There are five steps in the buyer decision process which also can be called the
consumer decision process. Customers use these stages to decide whether or not they
want to make a purchase. Other than that, this also helps the marketers to understand the
customer’s how and why they made a purchase decision. Knowing how consumers make
decisions about their purchases helps marketers create promotions that are recognizable
and recognized by consumers so they will think of the goods when they are in need. The
steps include need recognition, information search, evaluation of alternatives, purchase
decision, and finally post-purchase behavior.

The buying process begins with need recognition, in which the buyer realizes they
have a need or that a service or item they need is absent. The marketer should research
their target audience to learn what needs and issues they have, how they came about,
and how they were resolved by their product. On the other side, they could become aware
of this desire as a result of internal or external stimuli. Example of internal stimuli is hunger
and thirst which the marketers cannot control it. So, an external stimulus is the focus of
the product's marketing. Another example is an advertisement or a chat with a friend that
might get the customer thinking about buying a new phone.

Once the consumer recognizes their problem and need, they start to collect the
information to solve their problem and needs from various sources. For example, once the
consumer has decided they need a new phone, at least, they will probably pay more
attention to phone ads, phones owned by friends, and phone conversations. Other than
that, the consumer may actively search online, talk with their friends, and collect
information in many other ways. These also include personal sources, commercial
sources, public sources, and experiential sources.

The third step of the buyer decision process is the evaluation of alternatives. The
consumer and the particular buying circumstance will determine how customers evaluate
their purchase options. So, marketers need to persuade customers that their product is
better than that of rivals. In other instances, customers just perform minimal or no
evaluation since they may feel that doing so is a waste of time. Customers occasionally
decide what to buy on their own, but other times they look into friends, browse internet
reviews, or other sources. For instance, imagine that the consumer has limited their
selection of phones to only two brands and that they are particularly concerned with four
characteristics which are pricing, style, operational efficiency, and performance. They
likely have opinions on how each brand compares to the others at this point.

When the customer is fully informed, they will ultimately choose one of the options
and enter the purchase decision stage. But marketers need to be aware that two things
can stand in the way of a customer's intention to buy and their actual decision to buy. The
first factor is the attitudes of others. A consumer's attitude is how they are influenced by
the opinions of other consumers, such as through word-of-mouth. For instance, if a
consumer values the opinion of someone who supports a brand, they are more likely to
buy from that brand. The second factor is unexpected situational factors which refer to
sudden adjustments to any variables that could have an impact on customers' buying
decisions and these may include an unanticipated price increase, improved product
features, and others.

Finally, post-purchase behavior which is the marketer’s job does not end yet when
the product is bought. Marketers need to figure out if a consumer was happy or unhappy
with their purchase after making a transaction. If a brand makes promises it cannot keep,
the good or service won't live up to the customer's expectations. Therefore, maintaining
successful client relationships depends on post-purchase customer pleasure.
5. Describe age and life-cycle segmentation with examples. What are the precautions
that marketers should take when using age and life-cycle segmentation?

Age and life-cycle segmentation are part of the division for demographic
segmentation which is one of the major segmentation variables for consumer markets.
For example, McDonald's provides a separate food set whereas the Happy Meals set is
for children. For this food set, they can change the food or drink according to the
customer’s preference like they can change soft drink to Milo which healthier. Other than
that, McDonald also provide corn in the Happy Meals because they receive a lot of
complain from parents’ customer saying that food set is not too healthy for children.

Marketers should be alert that every customer's needs and wants can change
based on their age and life-cycle. If the marketers did not aware of the segmentation, it
will be hard for them to accurately their target offerings the needs and wants of the
customer. For example, the marketer’s target is students. So, from that they can analyze
what needs and wants the students. Maybe some of them are the art student. So, their
needs and wants for their study is different from the other student. If the marketers target
the law student to sell the art learning tools, it will affect their sales because the marketer
did not alert the age and life-cycle segmentation.