Download Chapter 2 Principles of Marketing

Internet Marketing in Hospitality
and Tourism
Chapter 2 Principles of Internet Marketing
By Zongqing Zhou, PhD
Associate Professor
Niagara University
Chapter 2 Principles of Internet
Marketing
• Internet Marketing Defined
– The process of matching the products and
services to the needs and wants of the
consumers through communications online
– Sometimes referred to as emarketing
(electronic marketing)
– In the context of my book, it is exclusively
referred to the use of the Internet for
marketing communications.
Chapter 2 Principles of Internet
Marketing
• Principle one: Integration
– The value of the knowledge of the traditional
marketing
– The applicability of 8Ps in Internet Marketing
– The concept of marketing mix
– Internet marketing has become an integral
part of business operation
Chapter 2 Principles of Internet
Marketing
• Principle two: Market Segmentation
– Internet marketing is about market
segmentation
– Market segmentation in the Internet is about
virtual community marketing
– Internet is the ideal communication channel
for marketing segmentation
Chapter 2 Principles of Internet
Marketing
• Principle three: Customization
– Internet makes it much easier to customize
marketing communication
– There is a great need for customization in the
age of the Internet
– Customization is based on the understanding
of the customers.
Chapter 2 Principles of Internet
Marketing
• Principle four: Timeless
– The 24/7 phenomenon
– The 24/7 open door customer service
– The timing of delivery of marketing
communication messages
Chapter 2 Principles of Internet
Marketing
• Principle five: The Global Village
– A virtual community without physical boundary
– Cultural sensitivity
– Language sensitivity
– Payment methods
Chapter 2 Principles of Internet
Marketing
• Principle six: The Power of the Consumers
– Information overload
– Choices exploded
– Price transparency
– The click is the power
Chapter 2 Principles of Internet
Marketing
• Principle seven: the customer is your
salesperson
– The ‘web’ of communication in the Internet
makes it possible that a happy customer
becomes involuntarily your sale persons in a
much faster, spontaneous manner than ever
before.
Chapter 2 Principles of Internet
Marketing
• Principle eight: Earning the consumer’s
trust
– The ‘web’ has leveled the playing field for
everyone; physical size doesn’t matter
anymore
– New brand names and businesses multiply;
name recognition and trust become critical in
marketing communication
Chapter 2 Principles of Internet
Marketing
• Principle Nine: Internet Marketing
Research is key
– The anonymous nature of the Internet Users
– The capability of the Internet for tracking and
Interactive research
– The availability of information on the web
makes it important and convenient for taking
advantage of the vast sea of information for
analysis and decision-making
Chapter 2 Principles of Internet
Marketing
• Principle Ten: Understanding Technology
– The changing nature of technology
– Marketing tactics and strategies depend on
applications of the technology
– The optimal use of available technology
– The adoption and use of a particular
technology reflects consumers’ behaviors.
Chapter 2 Principles of Internet
Marketing
• Conclusion
– Internet is a new tool for marketing
– Traditional marketing concepts are not totally
out of place, but instead injected with new
meaning and communicated with new set of
techniques
– The new tool enables creativity and
innovation in marketing