...Asian Journal of Business Management 4(4): 359-366, 2012 ISSN: 2041-8752 © Maxwell Scientific Organization, 2012 Submitted: May 24, 2012 Accepted: June 21, 2012 Published: September 25, 2012 E-Marketing Development in Virtual Market-Space: A Strategic Perspective Hu Ya-Ping Department of Information Management, National Chung Cheng University, No.168, University Rd., Min-Hsiung Chia-Yi, Taiwan Abstract: The Internet gives a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily. This article involves a literature reviewed and considers the evolution of the electronic marketing fields to identify a number of fundamental problems. In this article, we identify the relationship between electronic marketing (E-marketing) and virtual market-space and provide a three-stage model for E-marketing development. After discussion, we make a conclusion and suggestion for the future study. Keywords: Electronic marketing, online retail, virtual communication, virtual distribution, virtual transaction INTRODUCTION The Internet represents a tremendous opportunity. That is, it gives a much wider choice of products, services and prices from different suppliers and means to select and purchase items more readily and easily. For traditional marketing, these products and services give the opportunities to expand into new markets, offer new services and compete with large businesses. At the same time, the Internet gives...
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...Personal branding. Sounds familiar? Maybe not. You might have an idea of what it is, based on the name, but what does it really mean? This week we are going to get to know the concept with the help of lecturer Anna Ikonen. We are actually practicing personal branding concept all the time without even realizing it. It is the way you present yourself to the outer world. Your outfits, your behaviors, your manners, the way you conversate with other people verbally and non-verbally, or just as simple as an act of meeting a new person. You are actually marketing or branding yourself. However, all of those are happening in a physical world, how about the virtual one? The advance of technology has made networking and communicating so much easier. We have so many tools that we can utilise to facilitate our personal brand online, to network with other people, still many of us seem to overlook the benefits of using those tools. As one of the most important tools that we want to emphasise during the study module, LinkedIn proves itself as one of the most efficient and effective social network media for professionals. Students are supposed to create their own profile and start network with each other and other course parties. We believe that this is a good start and a first step of networking to the professional world and students will come to appreciate later in their working life. A great thing about the structure of this digital business module is that theories come with practice...
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...Case Study - UnME Jeans: Branding in Web 2.0 ! By James Johnson BUS5629 - Integrated Internet Strategies Florida Institute of Technology Dr. Theresa Kraft November 17th, 2013 ! ! ! ! UnME Jeans Case Study Analysis Page 2 Summary UnME Jeans was a rising star in the world of junior denim fashion. The UnME brand focused on the individuality of teenage girls who coveted their designer-style jeans that featured glitter, jewels, and various forms of metalwork. UnME jeans were sold in more upscale department stores and specialty retailers and at premium price. ! Traditionally, UnME advertised to their target consumers using TV ads spots during popular programs for teenage girls, like Gossip Girl, American Idol, and One Tree Hill. They also took out full-page magazine print advertising in beauty and fashion magazines, as well as radio ads on popular stations. In addition, they had a corporate website and used online banner and display ads on the most popular websites for teenage girls. ! Margaret Foley, the brand manager for UnME Jeans, had trouble justify the expenses of advertising using traditional media outlets. Especially since the prices to purchase TV ads were increasing each year, despite declining TV audiences, and consumers’ who were skipping or delete TV ads from the programs they had recorded to watch later. In order to reduce costs, Foley asked the ad agency they were using to look into Web 2.0 social media options to see if there was a better...
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... The Offering, 30 credits Main field of study Business Administration Subject Group Business Administration Level First cycle Progression G1F Date of Ratification Approved by Organizational Committee 20091218 The syllabus is valid from the autumn term 2010 Prerequisites Program course from the customer's perspective Learning outcomes After completing the course students are expected Expected learning outcomes The student shall Have broad knowledge of * Competition Profile * Differences Between Product, Service & Experience * Product Life Cycles * Differentiation versus Commodification * Innovation and Product Development * Branding * Pricing Methods * Pricing Tactics Be able to apply * Competition profile as "brief" for product development * Strategies for Product Development * Management of Product Development * Pricing Understand * Differentiation and Commodification * Innovation and product development * Differences between products, services and experiences * Separation, "Detachment", the needs and solution information * Differentiation and Commodification * Innovation and product development * Differences between products, services and experiences * Separation, "Detachment", the needs and solution information * Innovation, product development against, for, with and by customer * Branding * Contents Content From need to offer;...
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...Selected Thesis Topics for BScBA students Bachelor´s Thesis 2013-2014 Please use this list of the fields of International Business for thesis work and potential thesis topics when choosing and informing us the field of your thesis + the thesis topic in the form Indication of Interest Area for Thesis 2013-2014. Part 1. Thesis topics for companies and other organizations We have first listed the thesis projects that are available to do for companies and organizations. If you are interested in these projects, please mark the topic to the Indication of Interest Area form the same way than any other topic. It should be noted that the students selected to do the thesis from these topics must be motivated and committed for the work. Please do not contact these organizations yourself before the selection process has been completed for all students. More information on topics can be asked from Mari Syväoja or Tomi Heimonen. Organization: Thesis Biofenno projects for (www.biofenno.fi) companies and organizations Selected Thesis Topics for companies and organizations Internationalization plan Plan how to take and promote product Tuovi Tuotevirtakirjanpito to EU markets. Tuovi Tuotevirtakirjanpito is a stock and feed recording program for organic farmers. It produces necessary stock and feed reports for annual inspection. Also stock balance reporting benefits farm managements. Because Tuovi Tuotevirtakirjanpito complies with all the regulations EU has set for organic farmers, it has...
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...and the role that they have in developing a customer relationship with the brand distributing, or communicating with the loyalty scheme. The role of loyalty schemes in branding is also examined alongside their effectiveness of keeping customers loyal. A central argument that is portrayed is ‘Do loyalty schemes work?’ (Rowley, 2005:194). This is assessed on their effectiveness on the way the brand or organisation is perceived and the way customers behave towards the brand. The theory that Rowley basis her argument around is that ‘relationship marketing acknowledges that a stable customer base is a core business asset’ (2005:195). The role of theory in this instance is used to help understand the use of loyalty schemes and the relationship they build with the customer and the brand. So by a brand opting to use a loyalty scheme, they can effectively get to know their customers. This can result in a stable customer base for them, therefore benefiting the business or brand in many ways. Another theory that is used in this article is that customer loyalty cannot be bought through such schemes, rather it is developed overtime through a sense of customer satisfaction and value. A number of different perspectives are looked at in the article. These are integrated with the research the author conducts, the case study of The Tesco Clubcard loyalty scheme. These perspectives contribute to different outcomes as to whether a customer relationship is formed or enhanced between the brand...
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...Case Study 2 MGT 545 By: Vincenzo Marchese ABSTRACT Over the past three years I have been building a branding and developing agency. The goal of my company is to help those who want to achieve a certain level of success in fashion and entertainment. I started this company with one singer, who is now signed to sony records. When beginning the journey of executed one’s dream many times we are side tracked as was I. Over the years I have been able to build my company, though it is still in the growth process I am working on perfecting my agency so my Service stands out from the rest, and my execution is perfection. Both Chapter 4 on Cost Leadership, and Chapter 5 on Product Differentiation it close to home for me. I this case study I am analyzing my own business, and going thru the processes I went thru to make my service both innovative, and yet similar. The second I walked into my first public relations class at St. John’s University I knew what I wanted to do, and what I wanted to create for myself. Did I know how to do it? Not really, did I know where to start? Absolutely not, did I even know who my customer was? The answer is no to any questions that would make sense for any young entrepreneur. In all fairness I was 19, and overwhelmed with excitement. Thru the years of interning for fortune 500 companies, and working at them after graduation I decided it was time to play with NYC, and see where I could go with my “vision”. ...
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...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...
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...Brand Management (MKT624) VU Lesson 1 UNDERSTANDING BRANDS – INTRODUCTION Brand management as one of the marketing functions has been around for as long as we have known professional marketing. But, it has been a part of the traditional marketing approach in which many functions of today’s brand management were performed in a spread out fashion by the marketing manager and a combination of his team members like the sales manager, the advertising and communications manager, and the marketing administration manager to name a few. The terminology of brand management was not used. Brand management, in its present integrated form, has come into limelight and focus over the last 20 years. The functional execution has undergone transformation in terms of its description as a substantive job under one head. This implies that the overall functions of brand management are full of substance and therefore are described specifically under the head brand management and not as disparate parts of the overall marketing functions. In other words, brand management has not lost its primary roots that are well-entrenched in marketing; it only has acquired explicitly defined dimensions within which the function operates. To further elucidate the point, there have been functional adjustments within the overall marketing functions only to bring into clear and sharp focus the specific functions and job of brand management. Brand management now presents itself as a distinct part of an integrated...
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...fastest-growing metro area through 2025. Continued growth requires continued concerns for the infrastructure to handle the growth. A key concern in any major metropolitan area is transportation. Transportation infrastructure will be stressed and increased workers will require more updates to grow transportation support in conjunction with the increasing population. Ensuring strong business continuity, strong business environment and a viable environment for new business attraction will be critical in the future. In order to bolster the trend of continued and attractive business environment in RTP, a telework model should be explored. Telework is a solution that has been embraced by businesses and government over last several years. Numerous studies have been done that address the advantages of telework for business, government, workers and the surrounding infrastructure favorably. However, the adoption of telework may often be cumbersome and daunting for many companies and agencies. Implementing a Telework conference will assist businesses and government agencies develop sound practices and reduce the strain on local infrastructure during the next generation of growth in the RTP area. XXXX a strategic management and planning company, has...
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...L1F15MSMK0007SAIRAZAKIR L1F15MSMK00085/28/2016 | LITERATURE REVIEW: THE CONCEPT OF BRANDING IN HIGHER EDUCATION Bennett and Ali-Choudhury ( 2007 p4 ) suggest that a university brand is “a manifestation of the institution’s features that distinguish it from others , reflect its capacity to satisfy students’ needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrolment decisions”. Stamp (2004) gives a number of factors for higher education (HE) branding agenda,that includes;tuition fees, competitive differentiation, league tables, organizations attaining university status and the miss-match between brand perceptions and delivery. Researchers have to continually ask why some organizations are more successful than others in brand building in order to understand branding.(Urde, 2003). It has been suggested that “Higher Education Institutions need to be managed more and more as corporate brands” (Whelan & Wohlfeil, 2006, p317), but instead of the fact that there is a large number of studies that examined image and reputation, the notion of branding has very little marks on higher education marketing literature (HemsleyBrown and Oplatka, 2006) and empirical papers that relate to HE branding are scarce (Hemsley-Brown and Goonawardana, 2007). Some writers argue that branding as a concept applies to HE as well as to other sectors (Opoku, Abratt and Pitt, 2006)...
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...with its “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites. If you want to communicate with teens and their pre-pubescent counterparts, otherwise known as tweens, you need an expert and that doesn't mean a parent. In order to connect with teens and tweens on their level, you need to play where they play. Teen and tween virtual worlds and the people who create, monitor and brand on them offer a direct, immersive channel for communicating with this unpredictable demographic. With 1.6 million apparel items "bought" on Zwinky and a million instances of Sears’s clothes being tried on and saved on Meez, the brand engagement exceeded expectations, says Dave Bazant, Sears' advertising manager for online and emerging media. "The effort was about learning as much as we can," Bazant says. "Working with a younger target that doesn't necessarily consider our brand, [the campaign] certainly drives up our name with this audience." "Engagement" is the operative word on virtual sites where brands can splash their name around the environment by opening boutiques in virtual malls or sponsoring lounges where users can congregate. To build up its back-to-school campaign, Sears did just that on the teen and tween sister sites Zwinky and Meez. In its Arrive Lounge on Zwinky, a Sears-created video featuring High School Musical 3 star Vanessa Hudgens played in the background. Users could also watch a Sears-sponsored fashion show or visit its boutique...
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...Branding has become an integral element in our daily lives. From deciding which brand of soft drink to purchase, to which restaurant to visit or sports shoes to buy, branding plays an influential role in our decision making. With the power of branding so persuasive, it is no surprise it also plays a role in which company we choose to work for. When an engineer considers future employers, a certain firm instantaneously comes to mind. When a teacher looks for work, certain schools set the standard. When an accountant seeks a move, certain firms are approached before others. This is the power of employment branding and is a major differentiator in the recruitment marketplace. But it's clearly not about the "logo". Our survey demonstrates that what most of us perceive as important, i.e. the "look and feel" is not what we should be primarily focused on. Rather, the message needs to be more complete - the culture, values and environment are of much greater interest to potential employees. Perhaps even more significantly, it is also about more subtle marketing. What other employees, trusted friends and associates SAY about a company is far more powerful than what appears in the ad. This is why it is so critical that the experience for employees is right in the first place - which has a double positive in that it increases retention as well as creating the right mindset for them to promote the company to others. This subtle marketing has far reaching effects - those organisations...
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...Running Head: [Problem Analysis] Problem Analysis: Promoting Membership and Participation for Communities of Practice A Paper Presented To Allen Stout In partial fulfillment of the requirement of MGMT 300, Management Practicum University of La Verne College of Business and Public Management Samana U. Tinsley La Verne, California October 30, 2012 Introduction A community of practice (CoP) is, according to cognitive anthropologists Jean Lave and Etienne Wenger, a group of people who share a craft and/or a profession. The community may evolve naturally because of the members' common interest or it can be created specifically with the goal of gaining knowledge related to their field. It is through the process of sharing information and experiences with the group that the members learn from each other, and have an opportunity to develop themselves personally and professionally (Lave & Wenger, 1991). CoPs can exist online, such as within discussion boards and newsgroups, or in real life through face to face meetings. Communities of practice are not new phenomena. This type of learning practice has existed for as long as people have been learning and sharing their experiences through storytelling. Jean Lave and Etienne Wenger coined the phrase in their 1991 book, 'Situated learning' (Lave & Wenger, 1991), and Wenger then significantly expanded on the concept in his 1998 book, 'Communities of Practice' (Wenger, Communities of Practice: Learning, Meaning,...
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...‘Discourse’ is a complicated concept that has developed numerous discourse analytical theories. Discourses are abundant throughout society. Society itself is built upon discourses. Two differing discourses social, and cultural discourses are used to discuss the differences between Twitter and Facebook in the use of branding. Depicting the “social discourse” is “Twitter vs Facebook: Which is more valuable for brands?” an article by Megan O’Neill. The opposing discourse of “culture” is portrayed through “Social Networking: Twitter vs Facebook,” a blog post by Jessica Kim. Firstly, it should be notable that there is no utter definition of discourse. The study of discourse is a vast field, and the nature of its complexity stands as enough of an explanation. On that note, this essay will attempt to define discourse in the way it has been understood. Discourse could be defined as any given theme derived from any given body of text. According to Michel Foucault (1997), discourses are “socially constructed knowledge’s of some aspect of reality” (Theo p.94). Discourses provide us with a port of reference and a way to interpret the world, allowing our knowledge to be influenced and created through certain discourses. Specific notions on a chosen topic have been constructed according to our social contexts; our knowledge of a particular object and are influenced and created through discourses. (Theo p.94) In the Foucauldian conception, Discourse is seen as “more than just a way...
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