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Essay / Research Paper Abstract
A 5 page paper listing the characteristics of traditional and electronic marketing. The paper reviews Porter’s views of the similarities and differences between traditional and electronic marketing, then applies the lessons to the UAE. Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSeComUAE.rtf
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Unformatted sample text from the term paper:
The Internet continues to grow as an important aspect of business, though with the exception of those relatively few conducting most of their business through the medium (such as
Dell Computer), most businesses are unclear on what the Internet ultimately will mean for them. Michael Porter had been rather silent on the competitive implications of the Internet until
rather recently; now he has concluded that in the end, businesses within the Internet industry and those using the medium to promote their success in other industries all will gravitate
back to his five force model of competitive advantage. Marketing Considerations Porter argues that the purpose of strategy for the future is not
so much that of determining where the organization is headed based on what the organization wants, but is a method of coping with competition in a manner that will allow
the organization to overcome obstacles to achieve its goals (Goett, 1999). Porter maintains that strategy is "not a race to one ideal position" (Michael Porter on Strategy and Leadership,
1999). The organization can determine what its particular "ideal position" is and then work to attain that position, but strategy involves more. It also includes "making tradeoffs and
deciding what not to do" (Michael Porter on Strategy and Leadership, 1999). Those organizations confusing achieving greater operational effectiveness with strategy risk placing too much emphasis on internal procedures
and processes for the purpose of becoming more fiscally efficient. While this needs to be a goal for any organization, the one that emphasizes efficiency over strategic positioning risks
competitive convergence, "where companies will compete in the same way, causing customers to choose based on price" (Michael Porter on Strategy and Leadership, 1999).
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