Explain what is meant by the ‘people’ element of the marketing mix.

With reference to one or two organisation(s) that you have studied, evaluate the advantages and disadvantages to businesses of using e-commerce in a globalised market.

Define the term ‘extended marketing mix’.

Global expenditure on advertising increased by $3.5 \%$ in $2013$ to reach US $\$ 503$ billion with an increasing proportion spent on internet (digital) advertising. In the USA digital advertising accounted for $21.8 \%$ of all advertisements spend in $2013$, up from $19 \%$ the year before. Meanwhile, mobile advertisements (cell phone advertising) in the USA accounted for $3.7 \%$.

Mobile advertising is growing more rapidly than any other media, growing by $81 \%$ in $2013$ in the US market. Compare that to internet advertising, which is growing by around $16 \%$ and will account for $27.8 \%$ of all US advertisements spend by $2015$. Globally, mobile advertising is worth $\$ 8.3$ billion, $1.7 \%$ of advertising across all media. 'By $2015$ we forecast this total to rise to $\$ 33.1$ billion, which will be $25.2 \%$ of internet expenditure and $6.0 \%$ of all expenditure,' the analysts write. The rapid adoption of smartphones and tablets is driving the growth in mobile advertising. On top of the fact that some believe sales of tablets are set to overtake those of PCs by the end of $2015$, for many consumers smartphones are becoming the primary way that they go online.

State two types of advertising media that are expected to see a fall in their share of advertising expenditure by $2015$.

Distinguish between primary and secondary market research data.