2 Choose one of the objectives proposed in your answer to question 1 and develop an argument as to why an organisation might make this particular choice. Particularly, focus on the factors that might influence the choice of marketing objectives. Ellis-Chadwick et al. (2002) found size to be an important indicator of whether a company would

a) have a web site and

b) have developed a fully transactional web site. They posited, the larger the retail organisation in terms of number of outlets the more likely they are to have both a)

and

b) in place. They suggested this may be because those retailers with the largest network of outlets might have most to lose should they be left as observers, rather than active participants, in a vibrant Internet marketplace.

Alternatively, it could be that those retailers with the largest numbers of outlets are most likely to have the investment resources, skilled personnel, scale and sophistication of logistical and technical infrastructure necessary to successfully support e-commerce.