An increasingly important element of the promotion mix is the Internet, including Social Mediasuch as Facebook, MySpace, YouTube and Twitter. Why? As one marketer says, “We need to get in front of customers in the places where they are spending their time.”

Assume the role of marketing director for a sports helmet manufacturer that produces helmets for use in sports, such as cycling, skiing, hockey and football. Your products are sold in retail stores and to schools and athletic programs across the country. You maintain a password protected micro-site on the company’s web site for interaction with these B-to-B clients, but you believe the company has an additional opportunity to sell products directly to consumers via the web site. You decide to research and create a plan for web sales, which then will be presented to senior management.

(1)