Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
an e-marketing strategy model
Marketing Strategy in E-commerce Environment
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: an e-marketing strategy model
Marketing businesses, products and services has become much more complex with the introduction of the internet. In this paper I will attempt to describe the effect of e-business on marketing strategies today, as well as describe the e-business marketing strategies utilized by Kmart, Inc.
The internet is an enormous environment that is advancing and developing at a very erratic pace, and only companies able to adapt will survive. The World Wide Web provides a medium that breaks through geographical boundaries, allows the customer much more control, and has no time restrictions as it is always “open”. According to an article by Dr. Ralph F. Wilson, Niche Marketing on the Web, there are three important steps to marketing on the internet; (1) profile your customers, (2) decide where they congregate, and (3) communicate the message where they congregate in a net-acceptable manner (Wilson, 1996).
Bluelight.com, Kmart’s e-commerce site launched in 1999, is a shining example of this philosophy, having accumulated over 3.5 million customers in less than one year. Although Kmart had an obvious advantage with a n existing strong customer base, these shoppers were not internet customers. In an effort to establish a web based customer segment, they targeted these existing customers by placing Bluelight.com CD ROM’s which provided information, special offers, and Blue Light specials on-line, throughout all of their stores. According to Mark Goldstein, CEO of Bluelight.com, “When peopl...
Innovation and identifying new opportunities will be necessary for survival. A key finding from a study by Givan and Hipp (2012) found that, in the United States, women are more likely to believe that unions improve job security and suggested that unions focus their efforts on women. This may be a factor in recent union successes in healthcare, particularly nursing, where the majority of workers are women. Benson (2010) argued that the unionization of nurses has allowed them to “retain pride in their profession” and to put a “curb on the authority of imperious management” (p. 303). In general, the heathcare industry is expected to be a target due to reform, concern over job security, pressure to reduce costs and improve quality, and recent National Labor Relations Board (NLRB) legislation, responsible for streamlining the election process (Budryk, 2015). Almost 80 percent of healthcare worker elections resulted in unionization in 2014, a ten-year success rate high for organizing efforts (Budryk, 2015). Unions will need to continue to identify new opportunities such as these and adapt their efforts to the situations of the modern American worker.
In addition to the change in behavior of consumer, many companies or retailers change the sales channel combinations. The greatest impact of the Web-bases electronic revolution has occurred in companies adopting the click-and-mortar approach. Click- and-mortar is one the strategy used by the companies or retailers that they continue to conduct their business in the physical locations and have added the electronic commerce component to their business activities. According to one study, 37% of United States retailers are selling through a combination of the internet, in stores and catalogs. This represents a growing demand for the business-to-customer package delivery service.
In summary, “Internet activities are not most significant in competition, such as informing customers, processing transactions, and procuring inputs”. (Porter, 2001) significant corporate assets--skilled employees, proprietary product, and efficient logistical systems – these factors are the most important to keep competitive advantages. In fact, it is foreseeable that the Internet's evolution will come up in the future involve a shift “in thinking from e-business to business, from e-strategy to strategy”. (Porter, 2001)Only by integrating the Internet into overall strategy will this powerful new technology become an equally powerful force for competitive advantage.
Abraham Harold Maslow is a famous humanistic psychologist who, in 1954, identified 5 basic human needs and organised these into a hierarchical pyramid (Mersham and Skinner, 2012). This is a theory of self actualisation and is more famously known as Maslow’s hierarchy of needs. The development of this pyramid forms part of Maslow’s research focussing on how humans can reach their fullest potential and achieve healthy personalities. The hierarchy of needs can also be used to explain why people behave the way they do, as he, much like other social scientists of his time, believed that needs that remain unsatisfied will inevitably motivate our behaviour. This hierarchy of needs was also an effort to find a link between communication and the satisfaction of our needs.
Get Useful Information about Online Marketing Strategies on Mindshark Marketing Reviews Internet is the most popular medium of advertisement since it offers a wide scope for using variety of marketing strategies to promote products and services. Mindshark marketing reviews will tell you how online advertising is different and profitable compared to conventional advertising methods. Right from a business owner to a professional or a home maker, everyone uses the internet check emails, to collect information, to play online games, to locate places, etc and when you use this medium to promote your products, you will be reaching to your target audience directly and personally to communicate what you got for them. How to Choose a Suitable Online Marketing Strategy?
Another main point in this chapter is customers can find their needs online instead of going to supermarkets and malls. Advertising by mail is the easiest way to interact with consumers online. It is cheap and fast, so sending catalogs is so common to share items online and grab customers' attention. In addition, those catalogs separated on internet. When costumers are on the mailing list of few catalogs, all the other marketers will have emails of the customers.
In today's competing world, many organizations are rethinking their strategies in terms of the online business and its capabilities and culture. Organizations are taking advantage of the widespread web to buy and sell goods from other companies and recently from individual customers. Exploiting these opportunities of convenience, availability and widespread reach of the web or Internet, many companies such as Amazon have benefited from the use of web successfully.
E-retailing presents a new way to shop. The store is open 24 hours a day. With a few clicks of the mouse, consumers can compare prices easily. The key rule for purchasing online is the same as for traditional purchases. That is, the best consumer is the best-informed consumer.
According to Abraham Maslow, human beings are motivated by unsatisfied needs, and the certain lower needs must be satisfied before higher needs can be fulfilled. The Hierarchy of needs must be met in order to reach self-actualization. Maslow identifies four different levels before one comes to full self-actualization.Self-actualization is to have all of the needs fulfilled and be where you need to. These levels are, in order, the psychological needs, safety, love and care and esteem needs.The first three needs in Maslow 's triangle are considered essential to all humans at all times. However, to reach true self-actualization,individuals must take care of their lower needs. I believe my mother and I both have our physiological needs met. As my mother grew up both my grandparents supported her with food, shelter, and a loving home which they made sure she was comfortable and secure. Although my mother did not have what she has provided me and my siblings with, she did have a secure childhood. I know that my need in terms of security have been fulfilled because my parents have provided me with security and safety. I also believe that my mother and I both have our love and belonging needs met. I grew up very close to my family. We are very supportive of one another which I am thankful very thankful to have. As for the self esteem aspect of Maslow 's needs, I believe we both have rather high self esteem, however my mother might have much higher self esteem than I do. Although I believe I am confident, I am also an introvert by nature. My mother is an extrovert and loves being the center of attention and the life of parties, which reflects her high score on the (BFT). I believe that both my mother 's and my needs have been met on Maslow 's Hierarchy of Needs which results in making us similar having all our needs met. Maslow 's Hierarchy of Needs has provided me with
Between Facebook, Instagram, Twitter, and even LinkedIn, social media is undoubtedly an outlet that engages most online users. However, according to mental health consultants nationally, social media has become an anxiety-provoking factor (Materna 2013). One of the things contributing to social media anxiety is when teens compare themselves to the doctored pictures of friends. Not only are their friends flawless in the photos, but they may be on an exotic vacation. And it seems to make their lazy weekend at home in their bedroom pale in
message to your target customers, from the traditional, like advertising in magazines, newspapers and direct marketing but one of the newer methods of communication that has been developed is the internet. (Ebook) With the expansion and mounting usage by the search engines, many small businesses can now cost-effectively and successfully own and operate their own website, giving them unlimited exposure.
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...
To help these businesses, a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identifying the role that marketing plays in a successful business is demonstrated by the use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010). To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people.
Advertising for Online Businesses The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity. However promotion is crucial, not only to increase traffic.
The report also talks about the differences between, advantages and disadvantages of e-business and e-commerce. Recommendations and advice have been given in the end for businesses intending to adopt an e-business dimension.