...OPENING CASE STUDY: WHAT’S REPLACING THE DAY AFTER THANKSGIVING FOR SHOPPING SALES? You’ve heard that the most profitable retail shopping day before Christmas is the Friday after Thanksgiving. It’s often called Black Friday, because it’s the day retailers move out of the red and into the black on their income statements. But not anymore . . . Cyber Monday is quickly replacing Black Friday as the big shopping day. Cyber Monday occurs on the Monday after Black Friday weekend. Cyber Monday is the day when consumers go back to work and shop on the Internet for products they found on Black Friday on retail shelves. Almost 80 percent of online retailers state that sales significantly increased on Cyber Monday last year. And, yes, we are talking about people being at work and shopping for Christmas gifts. According to a BIG research/shop.org survey of 7,200 consumers, 37 percent stated that they have used or will use the Internet at work to shop for gifts online. While that creates a problem for productivity in the workplace, online retailers are redefining their business models to take advantage of Cyber Monday. Ice.com, an online jewelry retailer, sees this as a new business dimension, so much so that it’s offering free shipping and a gift-with-purchase promotion for everyone ordering products on Cyber Monday. According to Pinny Ginwisch, Ice.com founder and executive vice president of marketing, “The results are unbelievable.” Ice.com expects 400,000 to 600...
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...1 CHAPTER © John Stillwell/PA Wire URN: 8920071 (Press Association via AP Images) What Is Marketing? structures the book and the way you should think about marketing (specifically, we’ll define all the terms in 5Cs, STP, and 4Ps). We will then dig right into the customer perspective: How does a customer (consumer or business) make a buying decision? Marketing is ultimately about deFining Marketing If you ask the average person “What is marketing?” he or she might respond in one of the following ways: >> Marketing is sales or advertising. >> Marketers make people buy stuff they don’t need and can’t afford. >> Marketers are the people who call you while you’re trying to eat dinner. These comments are probably all deserved—we have to own up to the fact that our profession, like any other, has its unsavory members. But in this book, we’ll try for a more enlightened view.1 This chapter overviews marketing concepts and terms, beginning with marketing and its vital role in today’s corporation. We then present the marketing framework that 2 Marketing is an exchange between a firm and its customers. serving customers well; to do so, we must understand what customers want. The chapter concludes by briefly describing what to expect throughout the rest of the book. 8134X_01_ch01_p002-013.indd 2 12/15/10 3:58 PM Marketing is an exchange relationship Marketing is defined as an exchange between a firm and its customers. As Figure 1.1 indicates, the customer wants something...
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...Segmenting, Targeting, and Positioning C O M P E T E N C Y O B J E C T I V E S F O R M A S T E R Y 1. Identify the role of market segmentation in developing a marketing strategy. 2. Identify criteria for market segmentation. 3. Identify common types of positioning strategies. 5 Suppose you’ve created a great new offering you hope will become a hot seller. Before you quit your day job to market it, you’ll need to ask yourself, “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting markets is, What groups of...
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...Haakon André Elveslett Jensen Social media in business‐to‐business branding How B2B companies can thrive in the new era of digital communication Master’s thesis Trondheim, June 2010 Academic supervisor: Arild Aspelund Norwegian University of Science and Technology Faculty of Social Sciences and Technology Management Department of Industrial Economics and Technology Management Executive summary The objective of this study is to explore the implications of social media for business‐ to‐business brand management. Thought leaders of social media and branding in the online environment are currently doing their work out in the field, whilst the academics are lagging behind. In order to shed some light on issues regarding how B2B companies should manage opportunities and challenges in the social media space, this master thesis seeks to address the topic by conducting an exploratory study on how B2B companies can utilise social media to enhance the brand. The study is conducted using a qualitative approach. The purpose is to give an aerial view of how B2B companies should approach social media, what opportunities and threats exists, and how they should focus their online strategy to enhance the B2B brand. The theoretical part of this study builds upon business‐to‐business brand management due to the growth of B2C brands in social media. The empirical data of this study is interviews with four experts on the topic, which is further illustrated by ...
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...Essentials of MIS, 9e Laudon & Laudon Lecture Files by Barbara J. Ellestad Chapter 9 E-Commerce: Digital Markets, Digital Goods Twenty-four/seven—the mantra of the Internet. Whether it’s buying, selling, gathering information, managing, or communicating, the driving force behind the evolutionary and revolutionary business is the Internet and its technological advances. 9.1 E-commerce and the Internet Take a moment and reflect back on your shopping experiences over the last year. Did any of them not involve using the Internet in one way or another? Perhaps you simply used the Internet to research the cost of products without actually purchasing a product or service online. Perhaps you emailed a company to get an answer to a question you had about a product after you purchased it at a regular brick-and-mortar store. Or, maybe you compared prices between two businesses to get the best deal. If you did any of these you are among the growing legions that rely on the Internet as a new way of conducting business and commerce. E-Commerce Today The text provides useful statistics to demonstrate the solid growth in e-commerce. Many companies that failed during the “dot.com” bust did so because they didn’t have solid business plans, not because e-commerce as a whole wasn’t a good idea. The Internet has proved to be the perfect vehicle for e-commerce because of its open standards and structure. No other methodology or technology has proven to work...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...E-Commerce industry Study Objective * To learn about the existing trends in e-commerce industry today * To analyse in depth the benefits and limitations of online transactions of products * To examine the online shopping sites prevalent in Coimbatore such as the mall.coimbatore which is an online shopping store and personal buying assistant in Coimbatore * To observe the future of the industry and recommend improvement ideas Need for selecting the ecommerce Industry India, one of the fastest growing economies presents a world of opportunities to entrepreneurs, investors, and researchers with an interest in the global economy. India’s e-Commerce industry is on the growth curve and experiencing a spurt in growth. With this increased interest comes a surge in demand for facts, trends and indicators. Highly concentrated urban areas with very high literacy rates, a vast rural population with fast increasing literacy rate, a rapidly growing internet user base, technology advancement and adoption and such other factors make India a dream destination for ecommerce players. E-commerce combines web technology with business economics. As of the last 10 years, online visibility for such online enterprises now heavily rely on the relationship between the own online sales platform and Search Engines for improved traffic consisting of presumable customers with the intent of acquiring products or services related to the customers’ needs. In 2008 an Internet behavioural analysis...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...9-509-049 REV: JANUARY 24, 2011 THOMAS STEENBURGH JILL AVERY NASEEM DAHOD HubSpot: Inbound Marketing and Web 2.0 None of [the old rules of marketing] are true anymore. The Web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled marketplace of ideas. — David Meerman Scott, author of The New Rules of Marketing and PR Business was good at HubSpot. Founders Brian Halligan and Dharmesh Shah were thrilled with the progress their young company had made in the two years since they began their journey to convince corporate America that the rules of marketing had changed. To be successful in the marketplace, HubSpot needed to be much more than just a software company. Its founders had to become evangelists, preaching a new way of doing business that would fundamentally change how marketers reached their customers. To their great pleasure, Halligan and Shah were finding a willing audience for their ideas. HubSpot was now considered a thought leader in the Web 2.0 space, coining the term “inbound marketing” to describe marketing strategies and practices that pulled prospective customers toward a business and its products, through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Halligan and Shah realized that their business was at a crucial juncture. They had just reached the noteworthy milestone of 1,000 customers, attaining this level of critical mass by practicing...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...means, including photocopying machines, without the written permission of the Institution. 1 DIT In Information Technology | ECOMMERCE 511 LESSON PLAN ALIGNED TO MOBILE CONTENT [MOODLE] DIPLOMA SECTION SUBJECT MATTER 1 THE INTERNET-PLATFORM FOR BUSINESS 1.1 Defining Internet and its brief History 1.2 IN INFORMATION TECHNOLOGY Internet Service Provider Lesson 1 Lesson 2 & 3 Review Questions 2 THE NEW ECONOMY AND E-COMMERCE 2.1 Define E-Commerce 2.2 E-Commerce vs. business Lesson 4 Lesson 5 & 6 Review Questions 3 E-COMMERCE AND A NEW WAY OF THINKING 3.1 Changing paradigms Lesson 7 3.2 Portals and Vortals Lesson 8 3.3 E-Relationships Lesson 9 3.4 Return On Investment Lesson 10 & 11 Review Questions 4 BUSINESS OPPORTUNITIES ON INTERENT 4.1 Marketing Research Lesson 12 4.2 Advertising Lesson 13 4.3 Supply Chain Management Lesson 14 4.4 Customer relationship management Lesson 15 4.5 E-Business Lesson 16 & 17 Review Questions 5 BUSINESS –TO-CONSUMER...
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...traditional way of doing business and cannot adapt with the times will be left behind, losing market share, facing operational and financial constrains and eventually fold up as a last resort. The company, One2One Wedding Planners Sdn. Bhd. that we are to develop the B2B, is no exception. Therefore the whole wedding planner concept needs to be revolutionalized through the E-business to promote the sale of the company’s products and services, to react to the present fast and ever changing business environment, and to capture a substantiate slice of the market share. Precisely, we are going to propose to the Company to make use of the capabilities of the computer and the Internet to sell its products and services to the general public. By having a web site in the internet, managers and staffs of the Company will be able to manage their daily business activities in an open environment. This means that the internet allows managers and staffs to interact with the company’s customers anytime and anywhere without having to meet up personally. 2.0 FIVE ADVANTEGES OG HAVING BUSINESS TO BUSINESS (B2B) 1. Removes location and availability restrictions The internet reaches across the world and spans all time zones. That means that when businesses take their operations online, they have the same capabilities. With a physical store, customers are limited by how close the store is and its hours of operation. Ebusinesses, on the other hand, are accessible from any area with internet access and...
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...Paper Presented in Partial Fulfillment of the Requirements of the Robert Kennedy College MBA Course Nr. 57582 - Entrepreneurship Prof. Francois Therin October 27, 2010 1 Declaration of originality of work I affirm that the attached work is entirely my own, except where the words or ideas of other writers are specifically acknowledged according to accepted citation conventions. This assignment has not been submitted for any other course at Robert Kennedy College or any other institution. I have revised, edited and proof-read this paper. th Signed the student, October 27 2010 Certification of authorship I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and fully disclosed in this assignment/paper/examination. I have also cited any sources (footnotes or endnotes) from which I used data, ideas, theories, or words, whether quoteds directly or paraphrased. I further acknowledge that this written work has been prepared by myself specifically for this course. Signed the student, October 27th 2010 Word count: 1952 without title pages, index of contents, executive summary and bibliography 2 “If you don’t know where you’re going, any road will get you there.” The Cheshire Cat in “Alice’s Adventures in Wonderland” by Lewis Carroll 3 Index of contents Executive Summary ............................................................................................................................5 1 Overview...
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...c MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C STUART OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook...
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...CHAPTER LEARNING OBJECTIVES In this chapter, we will address the following questions: 1. What is the business market, and how does it differ from the consumer market? 2. What buying situations do organizational buyers face? 3. Who participates in the business-to-business buying process? 4. How do business buyers make their decisions? 5. How can companies build strong relationships with business customers? 6. How do institutional buyers and government agencies do their buying? CHAPTER SUMMARY 1. Organizational buying is the decision-making process by which formal organizations establish the need for purchased products and services, then identify, evaluate, and choose among alternative brands and suppliers. The business market consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others. 2. Compared to consumer markets, business markets generally have fewer and larger buyers, a closer customer supplier relationship, and more geographically concentrated buyers. Demand in the business market is derived from demand in the consumer market and fluctuates with the business cycle. Nonetheless, the total demand for many business goods and services is quite price inelastic. Business marketers need to be aware of the role of professional purchasers and their influencers, the need for multiple sales calls, and the importance of direct purchasing, reciprocity, and leasing. 3. The buying...
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