...ONLINE MARKETING MARKETING TO THE DIGITAL CONSUMER Let’s admit it: most Web sites are duds The task is to attract and engage, not to price and promote Relating to “chiliheads” Should your online marketing be a separate unit? Alexa Kierzkowski • Shayne McQuade Robert Waitman • Michael Zeisser T of interactive media such as online services and the World Wide Web has taken many consumer marketers by surprise. While some marketers are still wondering what to do and how to do it, others are moving forward – but oƒten with mixed success. HE RAPID DEVELOPMENT Our recent analysis of 95 Fortune 500 consumer marketing companies with product or service-related Web sites reveals that consumer marketers fall far short of leveraging the full capabilities of interactive media. While over 90 percent of all the digital marketing applications examined provided product or service information and featured basic e-mail capabilities, only about half oƒfered links to other sites and non-product-related content, and fewer than half provided any sort of interactive content, such as a game or a diagnostic requiring some user input. Most revealingly, only a handful of the examined sites made an eƒfort to seriously collect information about their users, and fewer than 5 percent provided an opportunity to allow user-to-user communications, a unique – and one of the most popular – characteristics of interactive media. Alexa Kierzkowski, Shayne McQuade, Robert Waitman, and Michael Zeisser...
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...CHAPTER 1 AN INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOUR Consumer behaviour has changed dramatically in the past few decades. Today, consumers can order online many customised products ranging from trainers to computers. Many have replaced their daily newspapers with customised, online editions of these media and are increasingly receiving information from online sources. Students choosing a university no longer rely on receiving prospectuses through the post; instead, they have online access to all the pertinent information about a university’s courses and teaching staff and, in some cases, can visit, virtually, actual classes. People wanting to sell their old computers or grandmother’s antique table no longer need to advertise in the local newspaper or rely on a pricey auctioneer; instead, they can sell these items via online auctions or their own personalised online advertisement. Consumers who want out-of-print books no longer have to visit out-of-the-way shops with hundreds of poorly organised dusty shelves, and those who wish to purchase a book published in another country no longer have to call foreign publishers or deal with the bureaucratic nightmare of overseas delivery; instead, they can visit online stores where they can easily locate and place orders for the books they seek. Television viewers can now avoid the advertisement breaks by using the ‘skip’ feature of their recorders and order on demand previously shown television programmes as well as films. All...
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...of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" Diluting all the verbosity, it melts down to one simple word “SELLING”!! This is the prime purpose behind any kind of marketing. The "selling" is accelerated with the help of properly chalked out plans called marketing strategies. With "selling" as the ultimate goal, marketing strategies are influenced by two basic factors: 1) Acquisition of customers; 2) Retention of the acquired customers. So every other strategy that is laid out will focus on the above two. A Company has to work closely towards achieving these two to attain the desired cutting edge over its competitors. There are also a few other objectives like creating awareness (informational and educational) about the product, brand-building and accelerating sales. CONCEPT OF TRADITIONAL MARKETING: With the world changing at every nanosecond, marketing is also reeling under a whirlwind of change. New modes of marketing like e-marketing and online marketing have evolved. Yet traditional marketing still holds sway with many corporates. Traditional marketing operates based on the 4P strategy. ELEMENTS OF TRADITIONAL MARKETING: The Four Ps- Worship them: The 'Four Ps' or the 'marketing mix' is a cliché with every marketer. Formulated by Jerome...
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...advertising, not to mention the Internet itself, finds itself in a stage of relative infancy and therefore provides marketers with novel challenges and situations which need to be dealt with caution . The realm of Web advertising is unchartered terri tory! In terms of South Africa, the country finds itsef somewhat behind technologically. However, this may not prove to be a disadvantage as the uncertain nature of Web advertising may make a policy of 'watching and learning' most viable. What implications will this new technology have for marketing? What is the nature of Web advertising? How can a business use the medium effectively ? Where is all this going ? These questions appear to be most pertinent in the process of understanding interact ive marketing on the Internet. The qualified opinion of John Matthee, a Web site designer employed by Adept Internet (an Internet service provider), was sought in accumulation of a large sum of the following data. This seems appropriate as the novelty of Web advertising at this stage h as led to generral lack of academic data in the practicalities of advertising via this medium. 2) THE INTERNET: AN INTRODUCTION 2.1) Original development of the Internet What was originally created by the US military to provide a secure means of communication in case of nuclear war, which has now become known as the Internet, has metamorphosed into the strategic global communications tool of our era. The end of the cold w ar left this massive...
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...report titled “Internet Marketing" is a record of independent work carried out by me as a part of Final Year Project for the MMS course of Mumbai University for the period starting from January 2009 to May 2009. The above project was performed under the guidance of Prof. Kuldip Kawatra. I declare that the information given in the above project is true to my knowledge. Dr. K. N. Vaidyanathan Director, Xavier Institute of Management & Research Mumbai University Heemanish Midde MMS Xavier Institute of Management & Research Mumbai University 2 ACKNOWLEDGEMENT The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank Mr. Kuldip Kawatra for giving me the opportunity to participate in this interesting research project, that helped me gain insights into the Internet World. He has supported me with his guidance, insights, encouragement and many a fruitful discussion on Internet Marketing. I am grateful to him to have spared his time and showing the patience to our answer our queries. The kindness shown by him, in spite of him being so busy with his work, is highly appreciated. I would also like to thank Ms. Aruna Rajan, Mr. Viveck Kumar, Mr. Vaibhav Tandon, Mr. Vivek Rajan, Dr. Vikas Hiran, Mr. Siddharth Jain, Ms. Kanchan Bhagat and all my fellow colleagues who supported me at all times. This ensured the prompt completion of this project. This acknowledgment would be incomplete...
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...Media penetration, impact and costs in rural India | Shayan Roy | | | Psychographics, demographics and societal impact on the rural consumer | | | | Profiling the rural male consumer | | | | Profiling the rural female consumer | | | | The rural business model- distribution, pricing, packaging, promotion- in rural markets | | | | Branding and brand management in rural India | | What is Rural Marketing? Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Rural markets have emerged as an important growth engine in the Indian consumption story. With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem to be a significant opportunity for business conglomerates. Rural areas of the country or countryside are areas that are not urbanized, though when large areas are described country towns and smaller cities will be included. They have a low population density, and typically much of the land is devoted to agriculture. Impact of WTO on Rural Behavior India will be able to expand its exports of agricultural products in which it has tremendous comparative advantage. The provisions of W.T.O offered ample opportunities to...
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...is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid...
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...critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments...
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...The advent of Information and communication technology (ICT) has had a paramount impact on tourism. The effects of this revolution continue to change the nature of contemporary tourism on a day-to-day base. The globalization of information, open innovation, better access, collaboration in a generation of information and technological convergence, have all contributed to the design of a new scientific paradigm. Thanks to our passion for research and to the continuous advancements in the technological ecosystem as well as the possibility of better understanding human activity and behavior we are on the threshold of a new era of the social science of tourism. This new social and technological paradigm affects tourism and human mobility in a way that gives the research process unheard-of possibilities. The current level of technological development allows for the construction of objects that are smaller, more intelligent and embedded in the environment and even wearable. These objects, which record and learn our habits are connected to the Internet and they have computing capabilities. They can also be interconnected and generate large quantities of information to benefit the environment in which they are located as well as the travellers that possess them. This gives rise to a new world of interconnected personal machines. This new world involves a convergence among what is physical, what is social and what is digital. Within this context, research assumes the principal role to guide...
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...everyday lives tended to be more strenuous, and involve more inherent activity, than most of our lives today. However, as day-to-day living has become more sedentary in recent years, people have had to start planning activity into their days, and, consequently, exercise crazes have become a hot topic. From Jane Fonda’s Workout, to Cindy Crawford’s Shape-up; or from Total Gym, to Zumba, to P90X, or yoga, America has been embracing one exercise fad after another for decades. And because each fad seems to require its own unique workout apparel and equipment, several companies have made it the primary focus of their businesses to provide for this ever-growing market. One of the industry leaders in this business model is NIKE. According to NIKE’s official website, by 2011 the company employed over 40,000 people worldwide, and operated in more than 160 countries on six continents around the globe. ("NIKE inc. locations," 2011) The website also says that NIKE’s mission is to “bring inspiration and innovation to every athlete in the world.” ("NIKE inc. locations," 2011) In order to achieve this mission, NIKE supplements its extensive global presence with its online transactional website, in a business model known as the click-and-mortar retailer. NIKE’s cofounder, Bill Bowerman (1911-1999), played a critical role in setting the path that the company would follow. Bowerman is widely considered one of the greatest track and field coaches the world has ever known; in his 24 years...
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...Impact on Tourism and Hospitality Industry: Implementations of technologies for Hilton Hotels Group. Demonstrate critical and evaluative interpretation and application of theoretical IT/ e-business concepts to a current tourism and hospitality market situation in order to build sustainable competitive advantage. I Introduction Accompanying the technological revolution of the 1990s there are many new opportunities and challenges for the tourism and hospitality industries. Since tourism, global industry information is its life-blood and technology has become fundamental to the ability of the industry to operate effectively and competitively. Poon (1993) suggests that the whole system of information technologies is being rapidly diffused throughout the tourism industry and no player will escape information technologies impacts. The report below gives an insight into the importance of application of information technologies and the use of Internet in tourism and hospitality industries. Two given strategic frameworks provide the analysis of the Internet and its impact on these sectors. This paper also aims to show how technological innovations and information systems can be beneficial for the hotel companies, by using the example of Hilton Hotels Group. II IMPORTANCE OF TECHNOLOGY IN TOURISM AND HOSPITALITY SECTORS Market wisdom today suggests that hospitality companies must embrace technology to compete against traditional competitors, as well as entrants that build their...
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...A Major Project Report on CUSTOMER PERCEPTION TOWARDS INTERNET MARKETING Submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration (B&I) programme of Guru Gobind Singh Indraprastha University, Delhi. Submitted To: Submitted by: Mr. Barun Kumar Jha Chitra Dwivedy 05812201810 Delhi College of Advanced Studies B-7, Shanker Garden, Vikaspuri New Delhi – 110018 Batch (2010-2013) DECLARATION I, hereby declare that this Major Project Report, entitled “Customer Perception Towards Internet Marketing”, is an authentic work carried out by me. It has not been submitted earlier for award of any degree or diploma to any institute or university. Place: New Delhi Candidate’s signature Date: Name: Chitra Dwivedy Enroll. No.: 05812201810 Countersigned Name: Mr. Barun Kumar Jha Supervisor Delhi College of Advanced Studies ACKNOWLEDGEMENT It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior and acts during the course of study. I express my sincere gratitude to Prof. (Dr.) M.S. Chaudhary the worthy Director of Delhi College of Advanced Studies, for providing me an opportunity to undergo summer training of doing this project under his leadership. I also extend my sincere indebtedness to Mr. Barun Kumar Jha who...
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...presented and much of the remainder of the chapter is structured around this framework. The framework depicts the marketing communications programme as a sub-component of the overall marketing strategy in social media communication. It shows the sequence of decisions to be made in designing a promotional programme along with the factors which will impinge upon those decisions and the shape of the promotional programme which will eventually emerge. The chapter also features a fairly detailed discussion of the relative roles of each element of the promotional mix in the overall marketing communication process concentrating specifically on the marketing communication, the revolution of social media, and the integration of social media in marketing communication. This is followed by a review of the main approaches used in setting communications budgets. The chapter concludes with a brief view 0f the success and challenges of social media as a marketing tool. MARKETING COMMUNICATIONS According to Robert Hisrich (2009), Marketing communications are intended to both inform and persuade a target audience, with a view to influencing the behavior of that group. In fact, without effective marketing communications the consumer remain unaware of products and services they need, who might supply them and the benefits which both product and suppliers can offer. Moreover, it is impossible to develop effective and efficient marketing systems without first establishing channels of communication. Even...
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...International American University Department of Business The University Catalog and Student Handbook supplement this syllabus and are available through IAU Online as a digital soft copy. Please make sure that you review the University Catalog and Student Handbook so that you can be successful in this course. 4201 Wilshire Blvd., Suite #610 ♦ Los Angeles, CA 90010, CA, U.S.A. ♦ T: (323) 938-4428 ♦ F: (323) 938-4-4429 ♦ E: www.iau.la MKT 500C Marketing Management Syllabus Instructor Name: Instructor Phone: Instructor Email: Campus / Room: Mode: COURSE DETAILS Christopher Lloyd, MBA (310) 594-1023 clloyd@iau.la Main Campus – B Hybrid Term/Year: Days: Time: Start: End: Fall S2, 2015 Wednesdays 6:00pm - 10:00pm October 26, 2015 December 18, 2015 Christopher Lloyd earned his MBA with a concentration in Information Systems from California State University Long Beach in 2012. Professor Lloyd teaches as an adjunct professor for courses in management, marketing, business, information systems management, and computer information systems for undergraduate and graduate level courses. His responsibilities include teaching and mentoring undergraduate and graduate students, and attending conferences and symposiums addressing strategic management, digital marketing, and search engine optimization. Professor Lloyd's "learning through application" approach earns him high praise from his students. His genuine interest in their career advancement ...
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...Ankit Goel B15132 Anshul Jain B15134 2015 1. Introduction Innovation is refinement in a product, process, method, or a part thereof. Innovation has become a buzz-word in recent years, with increasing relevance of ‘innovation-centred business models’, and ‘innovation-led-entrepreneurism’. In fact, the success stories of Industrial America, technological Silicon Valley, American financial market, etc., are tales of constant innovations. ‘Digitization’ has shifted access to knowledge and information from a privilege to convenience: anyone who is willing and able to pay, has an access. Also, sharing of information and flow of payments and tenders through internet has changes businesses like never before. 1.1 What is Product Innovation? Product Innovation can be defined as creating a new product, or making changes in the existing product, or creating a differentiation in terms of utility or features of the product. Light Bulb, telephone, microprocessors, digital displays were great innovation in terms of making of new products, i-pods, cell phone, integrated circuits were innovations in terms of modification in existing products. Not all product innovations are technological breakthroughs- take a safety pin for example. Even candle, fountain pen, and scissors are examples of path-breaking revolution, that didn’t require significant technology, or invention capabilities. On the other hand, many product innovations are specifically based on advanced research...
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