* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 2 Principles of Marketing
Bayesian inference in marketing wikipedia , lookup
Food marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Online shopping wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Ambush marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Sports marketing wikipedia , lookup
Product planning wikipedia , lookup
Multi-level marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Viral marketing wikipedia , lookup
Target market wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Sensory branding wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing strategy wikipedia , lookup
Green marketing wikipedia , lookup
Internet Marketing in Hospitality and Tourism Chapter 3 Planning Internet Marketing By Zongqing Zhou, PhD Professor Niagara University Chapter 3 Planning Internet Marketing • Internet Marketing Planning Defined – A systematic process of designing a blueprint for communicating the benefits and the value of the products and services to the online consumers. – Strategic Internet Marketing Plan—long-term plan – Operational Internet Marketing Plan—shortterm plan Chapter 3 Planning Internet Marketing – The Blueprint: • Step1: Strategic Planning (your company’s goals and objectives—long-term) • Step 2: Operational planning (your company’s short-term goals and objective, typically for one year) • Step 3: Situation Analysis and SWOT • Step 4: Understanding your customers • Step 5: Market segmentation and Product Focus • Step 6: Website construction and promotion • Step 7: Pricing Strategy • Step 8: Product Distribution • Step 9: Internet Promotion Chapter 3 Planning Internet Marketing –objectives • Objectives: criteria of good objectives – Specific – Realistic – achievable – Measurable – Time-related Chapter 3 Planning Internet Marketing –strategies • Is Internet marketing a complement or replacement of your existing marketing practice – If you are an existing company with a land-based (mortar) business, that is the question to ask • What is the best marketing mix I should use to target my customers. – If you are a pure online company (click) or operate an independent online company separated from your land-based business. Chapter 3 Planning Internet Marketing –Tactics • Tactics are short term and flexible • Tactics are used to fulfill the goals of strategies • Tactics require specific plans and tools – What is your plan for the website? – What tools do you use to advertise online (banner, sponsorship, for example)? – Permission email marketing? – eCRM? Chapter 3 Planning Internet Marketing –situation analysis Internet Marketing Plan IMP: Objectives and goals; strategies; action plans; controlling; measurements IME: Competitors, customers, distribution channels, suppliers Immediate Marketing Environment General Marketing Environment GME: Economy, technology, demographics, government, society, culture Chapter 3 Planning Internet Marketing –situation analysis • Customers: – Who are they? – Where are they (what sites do they go to? Are they local, regional, domestic or international?) – How many are they? – What are they doing online? – What do they need and want? – How they behavior when they are online? Chapter 3 Planning Internet Marketing –situation analysis • Competitors – Who are they? – Are they online or offline? – How do they present themselves to the customers – Are their strategies successful? – Should I copy them or use different strategies? – Are they part of an existing land-based company or a purely dot com company? Chapter 3 Planning Internet Marketing –situation analysis • SWOT: Strengths, weaknesses, opportunities and threats – What is our SWOT? – How are we going to deal with the SWOT? – Link to an example Market segmentation and Product Focus • Select your market (target customers) according to your products and services • What are the benefits and/or values of your products and services • Positioning/branding your products and services Website construction and promotion • The importance of your website as a marketing tool • Considering your customers and your products when constructing your website • Making sure customers can find your site (search engine optimalization ) • Using an integrated marketing strategy to promote your site (both online and offline) Pricing Strategy • Online consumers are power consumers and sensitive to pricing • Understanding competition • Choose the right pricing strategy to fit your products/services and customers mix Product Distribution • Direct marketing or not direct marketing? – Product/service analysis – Cost and benefits analysis Internet Promotion • Planning internet promotion – Objectives – Find your customers – Budgets – Marketing mix (pick the right communication tools) – Execution – Measuring the effects