Please help!!!!?

Question

How might market coverage intensity affect GE's strategy for their web site?
Im having troble answering this question nor do i know what it means. GE appliances it a appliances company. For more information www.geappliances.com. Please help me answer this question. Thanks for your help

Answer 1

Market coverage intensity means how often the potential customers are exposed to the brand, "GE Appliances". Generally, market coverage consists of four things:

1) Face to face selling, also called personal selling, either in stores or as a rep

2) All variations of print media, such as:
Newspapers
Magazines, publications
Press releases
Collateral materials such as handouts, brochures, etc

3) Broadcast media, such as:
Television
Radio
Web (obviously web is two way versus one way)

4) Events, such as:

Store events
Management events
Publicity events, etc

Placing the website address on all the above will improve GE Appliances "market coverage intensity" and will expose more people to the brand, resulting in higher sales over time.

Thanks!

Steve
Vice President, Marketing
Major East Coast firm

Answer 2

They will need to invest more in their website. As more people are exposed to the brand and driven to the site to find more - it will require specialized landing pages to convert the interest into some kind of Conversion activity. Asso they will need to invest in better ways to engage the consumer once they land on the site.