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Impact of E commerce on small businesses
Benefits of e-commerce for a small business
Chapter 4 through 7 principles of marketing
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. The Chartered Institute of Marketing (CIM 1999) offers the following definition for Marketing:” Marketing is the management process responsible for identifying, anticipating and satisfying customers’ requirements profitably”. Also, Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler and Armstrong, 2000)
The methods of marketing have changed and improved, and have become a lot more efficient at telling the stories and getting the marketing messages out there. E-Marketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...
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4. The Chartered Institute of Marketing (2009): Marketing and the 7Ps: A brief summary of Marketing and how it works retrieved on 17/1/2014 from www.cim.co.uk/marketingresources.
5. E- Marketing 101 (chapter one): What is E-marketing and how is it better the traditional marketing? Retrieved on 9/5/2013 from www.quirk.biz.
6. Akamiokhor (1983) “Small and Medium Scale Enterprise in Nigeria African Economic Research Consortium Nairobi.
7. Dipp A. (2001) “Marketing Concepts and Strategies, 5th Edition”. McGraw-Hill, London, Pp. 110-122
8. Gilmore A., Gallagher D., Henry S., 2007, E-marketing and SMEs operational lessons for the future, European Business Review, Vol. 19, Issue 3, pp. 234 - 247
9. Fadahunsi, O. (1992) Entrepreneurship and Small Industry Development in the Common Wealth; An overview, Nigerian Management Review vol.7.No.2, Pp. 443 – 454
Laudon, Kenneth C. Traver, Carol. E-commerce: Business. Technology. Society 3th ed. Pearson Prentice Hall. Upper Saddle NJ, 2007.
MARKETING - Marketing is a process of identifying the needs of consumers , manufacturing the products according to their needs and wants and then distributing the products to the consumers where they want and when they want. Thereby creating the place and time utility.
E-commerce is a trading in products using the internet. E-Commerce over the past 15 to 20 years has had a major impact on society and the way business is done on a global scale. There are three transactions business to business, consumer to consumer and consumer to business. I will be writing about the advantages and the disadvantages of each one.
The natural progression of the Internet and emerging technologies is towards streamlining our lives both personally and professionally. Instantaneous communications and available on-line services continue to reduce the physical distance between individuals. Almost anything is now available in cyberspace from shopping, schooling and education, on-line trading, banking, to social and political on-line communities. On-line service providers are shifting from a product centric approach to a more personal and customized approach to marketing their products and services. The idea of one-to-one marketing is very powerful and has become an important tool for competing in the interactive age. One-to-one marketing takes a customer-orientated approach to selling; customers are treated as individuals with different interests and needs. We respond positively to individual attention; when we visit a web site we want to see products and services of interest to us not every available product. We do not want to waste our time. For many people, time is money and the convenience factor ways heavily on the decision to return to a web site.
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
To begin with, the definition of marketing has different explanation for different individuals so it is highly controversial (Kotler et al., 1983). The Marketing Association of Australia and New Zealand (2005) also states that there are diverse description of marketing and the concept of marketing is different from earlier time which is more restricted to present time which is boarder. However, it is comment that although in the different time period the concepts of marketing is different, the key points such as understand customer wants and needs will always expected rel...
Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.
E-commerce and e-business are terms that are sometimes used interchangeably, but the terms are different, and that difference matters to businesses. E-commerce consists mainly of the selling, purchasing, and exchanging of products and services over computer networks as well as the Internet (Milutinovic & Patricelli, 2002). E-commerce can involve electronic funds transfer, supply chain management, e-marketing, online marketing, online transaction processing, electronic data interchange (EDI), automated inventory management systems, and automated data collection systems. It typically uses electronic communications technology such as the Internet, extranets, e-mail, e-books, databases, catalogues and mobile phones. Furthermore, Ecommerce Digest (2002-2011) indicates that e-commerce can be divided into three key classifications: Business-to-Business (B2B) is wholesale transactions between organizations; Business-to-Consumer (B2C) is retail transactions with individual shoppers; and Consumer-to-Consume...
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
It is not secret that marketing plays one of the key roles of a successful business. As Phillip Kotler said: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential”. Simply stated, marketing is everything you do to place your product or service in the hands of a potential customer.
Internet marketing is a reliable tool and affordable. It is easy to introduce a product and brand through internet. It is easy for marketers to work on internet marketing. They can show a better thing to consumers in less time and cost. (Jamie Swartz)
As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”
E-commerce or electronic commerce is carrying out business communications and transactions through computers and over networks. It involves buying and selling of goods and services through digital communication. E-commerce also includes transactions on the World Wide Web and the Internet and means such as electronic funds transfer, smart cards and digital cash. E-commerce covers outward facing processes that interact with customers, suppliers and external partners such as sales, marketing, delivery, customer service, purchasing of raw materials and supplies for production.
E-commerce means that the company runs their business online, not like the traditional business way. We have to go the shopping mall or store to get goods that we need, E-Business is the enabling of electronic communication between any two or more participants in a business relationship. It helps companies capture abroad business field, cost saving, and market opportunity. E-commerce is an important factor that is making people’s lives more efficient.
E- Commerce is a phenomena that is emerging rapidly between businesses all over the world, and it has affected the businesses at all sizes in many aspects.