Download Marketing Society of Pakistan has organized a workshop on

`Principles Of Marketing (MGT 301)
Special Spring 2006
Assignment # 4
ASSIGNMENT
SPRING SEMESTER 2006
Marks:20
MGT 301 – principles Of Marketing
Student ID/Login ID:
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Student Name:
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Date:
Please read the following instructions carefully before attempting Case Study:
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Case study covers lesson no 1-45
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Last date for submission of assignment is as per announcement
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All instruction will be considered during checking assignment. So, consider all
these.
Use the standard format for preparing assignment
Give the answer according to question, no mark will be given for irrelevant
material.
Don’t rely only on handouts, use other reference books also.
Mention the source which u are using for preparing your assignment.
You are allowed to mention definitions, basic concepts in the language and words
which are mentioned or written in your source but the application of those concepts
must be in your language, in your own words, either you are using any reference
books or any other source.
Avoid long paragraph.
Use 12 point font in Times New Roman.
Plagiarism will be strictly dealt. Try to explain concepts in your own words.
Make sure that you upload the solution before due date. No assignment will be
accepted through E-mail after the due date.
Cheating or copying of assignment is strictly prohibited; No credit will be given to
copied assignment.
Once you upload the assignment on LMS, it will not be replaced under any
condition.
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Assignment # 4
`Principles Of Marketing (MGT 301)
Special Spring 2006
E-MARKETING
a. Internet Marketing:
Internet was used for the first time in 1982. It began to expand in 1991 with the World Wide
Web. Internet technologies pose managerial implications to business. Marketers are using
internet as very effective tool of marketing
b. Major Forces Shaping the Digital Age:
Digitalization and Connectivity: The flow of digital information requires connectivity which
is best provided by the Intranets, Extranets, and the Internet. The Internet explosion is the
key driver of the “new economy”. New types of the intermediaries are also playing
important role in the shaping of digital age
c. The Role of the Internet in Marketing:
Internet is very important tool in marketing. It is useful for marketers in different ways like:
• It is the fastest growing communication technology.
• Within the first five years, 50 million people were connected.
• Capable of interactively sharing information in real time.
Internet is a new tool to reach consumers initially different tools like telephone, postal
services, radio and televisions were used as a source to communicate to consumers but now
days along with these tools internet is also being used as a source to reach and to
communicate to customers/consumers. Using internet companies can provide their
information to customers through websites, search engines can be used to coordinate the
consumers and producers, customers can used the e. mails to connect to the producers.
Customers and consumers not only acquire information through internet but also can make
online purchases by placing orders to desired producers, it provides convenience and time
saving for both
consumers and producers, as shown in the fig. Companies can reduce their need of
inventory stocks by using the inventory systems. Online banners, ads, website and e. mails
can be used as personalized communication tools.
d. Electronic Commerce
• E-Commerce- The process of conducting business transactions over electronic
networks, mostly the Internet
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E-Marketing : The process of utilizing Information Technology in the conception,
distribution, promotion, and pricing of goods, services, and ideas to create exchanges
that satisfy individual and organizational objectives
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E-Business: The use of Information Technology in all business tasks including
production, marketing, accounting, finance, and human resources management
Assignment # 4
`Principles Of Marketing (MGT 301)
Special Spring 2006
Basic objective of the marketing is to use of 4 “P’s” to meet customer’s needs. This objective
is best achieved by using E. marketing in Supply Chain Management. Technology can be
used to increase efficiency of marketing and increases company profitability and adds
customer value
e. Rules of E-Marketing:
General rules of E. Marketing are:
1. Power Shift from sellers to buyers
2. Increasing Velocity
3. Death of Distance
4. Global reach
5. Time compression
6. Knowledge management is key
7. Market deconstruction
8. Intellectual capital rules
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Buyer Benefits of E-Commerce
Convenience
Easy and private
Greater product access/selection
Access to comparative information
Interactive and immediate
Seller Benefits of E-Commerce:
Relationship building
Reduced costs
Increased speed and efficiency
Flexibility
Global access, global reach
Basic-Forms
i. Virtual Business:
There are two types of the electronic commerce one is termed as business to business and
second is termed as business to business electronic commerce. As the term indicates
business to consumer commerce mean consumer acquires product through electronic
commerce for consumption purpose while for business to business commerce is used to sale
the product for further business processes. What ever is the type of commerce it requires
connection between the two parties which are buyer and the seller. This connection and the
interaction are provided by the virtual communities. Manufacturers or sellers can use the
bulletin boards, chat rooms, newsletters and discussion lists for communication process that
can facilitate the exchange process between the buyers and the sellers. Major source of
effectiveness of this system is dependent upon the internet technology that is changed the
world into global village.
Assignment # 4
`Principles Of Marketing (MGT 301)
Special Spring 2006
j. Key Success Factor for Internet Businesses
Success of the internet business depends upon the offer of value and customer driven
products adjusting the prices according to products values, going for specific customers
instead of the mass marketing, distributing the products according to customer’s
convenience. Designing the marketing mix that is 4ps in that way which is beneficent for
both customers and producers.
k. Internet Marketing Objectives
As shown in the fig the main objectives of the internet marketing are, to have online market
share, to increase the sales level, make customers to make repeat purchases, market
positioning, image building of the company and creation of awareness regarding the brand
of the company this can be created by using different online promotional tools on internet
that include bulletin advertisement, button advertisement, targeted E. mail etc. By using
these tools phenomenon of the digital world is being created. Basic concept of the
phenomenon is to provide the value products to the customers with speed. Pakistani
manufacturers/ producers can use the internet technologies for the development of the
businesses.
Some advantages that can be achieved by using internet include:
 it can be used as a tool to do business
 increase your customers base
 increase your efficiency and effectiveness
 cost effective
 time saving
 open new venue
 Can become the part of global economy through internet marketing