Length: 576 words (1.6 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓


Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user.
Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R. Ewing of the Internet, the provider everyone "loves to hate." Advertisers complain of AOL's dictatorial policies, yet with more than 21 million subscribers (Anonymous, 2000), AOL is an advertising venue that they dare not ignore.

Current Situation and Background

All large organizations today have vision and mission statements, but only the most successful actually adhere to them. Many organizations sport rather cryptic mission statements, or they put great effort into devising one and then never consult it again. AOL appears to be cognizant of both its mission and vision statements in every addition it makes to its service.

America Online's Vision:

To build an interactive medium that improves the lives of people and benefits society as no other medium before it.

America Online's Mission:

To build a global medium as central to people's lives as the telephone or television... and even more valuable (America Online, 1999; p. 34). Corporate strategy is clear. Mission and vision statements reveal gross strategy; investment reports indicate that more narrow strategy also is effective. Several advertisers have complained about AOL's policies in the past, but the factors of which they complain are those that keep AOL's management – rather than the phenomenal growth of the Internet – in control of the company's destiny and its attainment of its goals. Senior management misjudged the response to its offer of flat-rate charges for unlimited use, and the company even suffered class-action lawsuits after their access systems were overwhelmed in many areas. Seeking the greatest number of subscribers and offering to highlight advertisers willing to pay for AOL's assistance is a strategy that ensures AOL's continued financial good health. AOL's functional strategy of being indispensable to subscribers is one that can work to ensure the company's continued growth. Already, AOL has more content than does any other ISP (Anonymous, 2000), and it seeks only to grow in scope.

How to Cite this Page

MLA Citation:
"Markering." 25 May 2019

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Marketing Skills : Marketing And Marketing

- Marketing skills are useful in every field and business to some degree(I’m not sure that you need to add, “to some degree.” It’s a good statement, but I’m not a marketing person;]). Every product or service offered needs some form of marketing to be successful and gain a customer base. From grocery stores and product management, to photographers, hairdressers, and lawyers, to social media marketing, marketing has a place everywhere you turn. My degree will be an Associate’s in Business Marketing....   [tags: Marketing, Social media, Marketing strategy]

Research Papers
1051 words (3 pages)

Marketing Mix : Marketing And Marketing Essay

- INTRODUCTION Before discussing about the marketing mix i would like to explain the meaning of market and marketing in brief. MARKET - According to prof. chipman market is not necessarily to a place but always to buyers and sellers who are in direct contact with one another. 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....   [tags: Marketing, Pricing, Marketing mix, Price]

Research Papers
2122 words (6.1 pages)

How To Earn Money Online through Affilate Markerting Essay

- In the last two articles I tried to answer the question - “How to earn money online” and the conclusion was that affiliate marketing stands out amongst the money making ideas. If you have been wondering, what it takes to be an affiliate marketer. Then you must give this article a thorough read. As discussed earlier, the central element of affiliate marketing is your website and for this you need content and it needs to be updated at regular intervals. It must be of high quality and original. This is perhaps the most difficult task in this otherwise easy money making idea....   [tags: hobby, earnings, goal]

Research Papers
759 words (2.2 pages)

Essay on Marketing Analysis : Marketing And Marketing

- A brand is an x-factor in today’s time when the battle for customers intensifies. A firm should invest significant amount resources in researching, defining, and building a brand. It 's a fundamental part of marketing communication and one without which a business will have a tough time. A well designed brand facilitates message delivery with ease and eliminates the need for an expensive advertising. Because of this, the importance of branding in marketing is evident if one wants to connect with customers as they acknowledge brand power....   [tags: Brand, Marketing, Brand management]

Research Papers
1013 words (2.9 pages)

Marketing : Marketing And Marketing Essay

- “IMC is the coordination of the promotional mix elements (advertising, public relations, sales promotion, personal selling, direct marketing, and online marketing/social media) with each other and with the other elements of the brands’ marketing mix (product, place, price) such that all elements speak with one voice.”(pg. 12). The objective of marketing is to produce bottom-line results by increasing sales and high investment returns. Long-terms goals for marketing campaigns are to increase value of a brand over time....   [tags: Advertising, Marketing, Graphic design]

Research Papers
1033 words (3 pages)

Marketing Analysis : Marketing And Marketing Essays

- Marketing Apparel In addition to looking through the point of view of many different generations, it has also been beneficial to look at marketing from a Sporting Good’s Niche. The sources argue that companies are facing hardships in gaining and securing consumers for apparel. Several sources that focus on marketing sports apparel have said email marketing has proved successful for apparel businesses. According to Byron (2005), using emails and phone alerts may be the answer. Email marketing has emerged, “retailers are crediting email marketing with being the most immediate, versatile, and one of the cheapest forms of advertising....   [tags: Advertising, Marketing, E-mail, Consumer]

Research Papers
735 words (2.1 pages)

Essay on Social Marketing

- Marketing is defined as follows: Marketing is the process of interesting potential customers and clients in your products or services. In this essay, I am going to address the concept of “social marketing” and how does social marketing differ from “societal marketing” or “socially responsible marketing” in the first part, and in the second part, I am going to provide examples of each of the three approaches to marketing and analyse how these represent a departure from traditional marketing practice....   [tags: Marketing ]

Research Papers
1843 words (5.3 pages)

Marketing Essay examples

- The importance of marketing: The increase in appointing a Chief Marketing Officer (CMO) shows the importance of marketing for many companies. They are on the same management level as Executive Officers and Chief Financial Officers. Jack Welch, General Electrics former CEO, stated ‘Change or die’ when it comes to surviving in business. What is Marketing. This chapter will take a look back on the fundamental elements of marketing and also what is happening in the 21st century. Definition: ‘marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and...   [tags: Business Marketing]

Free Essays
1613 words (4.6 pages)

Marketing Essays

- Extended QFD: Multi-Channel Service Concept Design LUUK SIMONS & HARRY BOUWMAN Delft University of Technology, The Netherlands ABSTRACT The objective is to develop and test a multi-channel e-services design supportmethod that meets relevant design criteria. On basis of the evaluation of existing service concept design methods, we extracted relevant design criteria, such as customer orientation, channel coherence, channel synergy, competitive positioning, speed, focus and communication, and developed an alternative service concept design method, i.e....   [tags: Business Marketing]

Free Essays
1785 words (5.1 pages)

Marketing Essay example

- Marketing According to the American Heritage Dictionary, marketing is defined is the act or process of buying and selling in a market, but what are some of the strategies that successful corporations use to gain an advantage over their competition. Successful companies invest up front to develop an advertising and promotions plan, which clearly outlines the goals and strategies of the organization. Once the plan is in place and ready to implement, identification of target markets must be determined....   [tags: GCSE Business Marketing BTEC Coursework]

Research Papers
495 words (1.4 pages)

Related Searches

It continually asks members for new ideas for things that would make the service even more valuable to them. Though many companies do such direct market research, AOL is unusual in that it acts on the suggestions it receives. A large part of the reason that AOL is even able to act so quickly is that much of the content within AOL is donated by members. Several types of chatrooms are monitored to ensure that participants adhere to
AOL's terms of use, and many of those monitoring discussions are volunteers working from home. Few other corporate entities could elicit such volunteerism from its customers and would need instead vast financial resources to ccomplish many of the same things that AOL already can do for little or no cost. Volunteers surely must believe that they are contributing to the good of society and furthering the possibilities of the Internet – not only are they not paid for their time and expertise that they freely give to AOL and the entire AOL community.
Return to