Source:https://www.thedrum.com/news/2019/06/07/e-commerce-live-streaming-takessea-

lazada-and-shopee-go-head-head

Answer the following questions:

Question 1

Explain how Lazada and Shopee use the service dominant approach to marketing.

explain

how Lazada and Shopee utlise this approach in their marketing.

(20 marks)

Question 2

Using the marketing mix "Place" and "Promotion", explain how Lazada and Shopee

changes the retailing industry.

First, briefly explain both the Place and Promotion under Marketing Mix. Then

under Place: you will need to identify at least 2 marketing channels Lazada and

Shopee use to distribute their products and services. Please support your

explanation with examples.

Next, under Promotion, you will need to identify at least 2 promotion tools Lazada

and Shopee uses to promote their online platforms. Please support your

explanation with examples.

(30 marks)

Question 3

Today, consumers want more than just delivery of products and services. They expect

exceptional and memorable experiences known as "Experience Economy". Explain how

both Lazada and Shopee integrate these experiences for their customers.

First, you will need to understand what is experience economy? You can read more

about this at

https://www.digitalistmag.com/customer-experience/2019/05/06/winning-inexperience-

economy-06198364 or

https://www.localist.com/blog/experience-economy/ or

https://www.siliconrepublic.com/companies/experience-economy-tammuzdubnov-

zuzor

First, explain the concept experience economy.

Then, explain how Lazada and Shopee integrate this experience for their

consumers. You will need to identify at least TWO (2) examples each for both

Lazada and Shopee.

(30 marks)

Question 4

Assuming that you are the potential customer, analyse FIVE (5) stages of buying process

you go through before making decision.

Explain each of the

stages with examples.

(20 marks)