E-Bussiness
E-marketing: Int. mrkting has been described as achieving marketing objectives thru applying digital tech. E-marketing focuses on how the internet can be used to achieve the process: identifying: how can the int be used for mrkting research to find out cust. Need and wants Anticipating: the demand for digital service is key to governing the resource allocation to e-bus. Satisfying: a key issue for e-marketing is how to achieve cust. Satifaction thru electronic channel SOSTAC approach Situation: where are we now?(goal performance,emarket place swot_ Objectives: Where do we want to be?(5 S’s Sell Serve Sizzle Speak Save) Strategy: How do we get there? (Segmentation, targeting , positioning) Tactics: How exactly do we get there? (social networking) Action: what is our plan? (Responsibilities and structures) Control: did we get there? (Customers satisfaction serveys) INPUTS to the e-marketing plan e-marketing plan comprises: situation analysis , e-marketing objectives,strategies for target markets, tactics for marketing mix(4 P’s) , actions control and monitoring. Intermediary analysis, competitor analysis, demand analysis, opportunities +threats, SLEPT factors, resource analysis Demand analysis Examines current and projected customer use of each digital channel and different services within diff. target markets it can be determined by asking for each market: What % of cust. Bus. Have acces to the int. – what % of members of the buying unit in this bus. Have acces to the int. – what % of cust. Are prepared to purch. Ur product online. Customer demand analysis 2 parts: org. market (internet access , visit site , purchase influenced , buy online) Customer market( Same ) segmentation Is the identification of diff. groups within a target market in order to develop diff. product offerings and comm. For the groups Stages in target marketing strategy: 1- segmentation(informed by market research and informs market segment definition) 2- target marketing (evaluates and select