• Examine traditional targeting and positioning strategies Discuss the corporate and business-unit strategy of eBay
  • Chapter 3: Marketing Strategy in Internet Marketing Exhibit 3.1: Assessing Business-Unit and Marketing Strategy Fit Exhibit 3.2: Marketing-Strategy Decisions
  • Exhibit 3.7: Perceptual Map for the Online Automobile Industry Exhibit 3.8: Perceptual Map with Customer Preference Clusters Exhibit 3.9: Bricks-and-Mortar Segmentation Scenarios
  • Exhibit 3.9: Bricks-and-Mortar Positioning Scenarios and Guidelines Chapter 3: Marketing Strategy in Internet Marketing Exhibit 3.13: Breakdown of EBay’s Gross Merchandise Listed
  • Marketing Strategy and the Importance of Fit Segmentation Targeting Positioning Corporate and Business-Unit Strategy of EBay
  • Both pure play and brick-and-mortar firms can rely on segmentation, targeting, and positioning in the online and offline domains
  • Marketing Strategy in Internet Marketing — Today’s Objectives will be to




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    Chapter 3 – Internet Marketing

    Outline



    Marketing Strategy in Internet Marketing — Today’s Objectives

    • Objectives will be to:

    Chapter 3: Marketing Strategy in Internet Marketing

    Chapter 3: Marketing Strategy in Internet Marketing

    Exhibit 3.1: Assessing Business-Unit and Marketing Strategy Fit

    Exhibit 3.2: Marketing-Strategy Decisions

    Chapter 3: Marketing Strategy in Internet Marketing

    Exhibit 3.4: Prioritizing Segments

    Exhibit 3.6: Marketing-Strategy Formulation for Pure-Play vs. BAM

    Exhibit 3.7: Perceptual Map for the Online Automobile Industry

    Exhibit 3.8: Perceptual Map with Customer Preference Clusters

    Exhibit 3.9: Bricks-and-Mortar Segmentation Scenarios

    Chapter 3: Marketing Strategy in Internet Marketing

    Exhibit 3.11: Bricks-and-Mortar Targeting Scenarios

    Chapter 3: Marketing Strategy in Internet Marketing

    Exhibit 3.9: Bricks-and-Mortar Positioning Scenarios and Guidelines

    Chapter 3: Marketing Strategy in Internet Marketing

    Exhibit 3.13: Breakdown of EBay’s Gross Merchandise Listed

    Exhibit 3.17: EBay’s Business-Unit Strategies

    Exhibit 3.18: Offering-Based Segmentation of Auction Market

    Chapter 3: Marketing Strategy in Internet Marketing

    • Marketing Strategy and the Importance of Fit

    • Segmentation

    • Targeting

    • Positioning

    • Corporate and Business-Unit Strategy of EBay

    • Conclusion

    Marketing Strategy in Internet Marketing — Conclusion

    • Marketing Strategy and Business-Unit Strategy must be properly aligned for maximum impact

    • Both pure play and brick-and-mortar firms can rely on segmentation, targeting, and positioning in the online and offline domains

    • The classical framework for strategic management remains the same; however, networked-economy firms require further consideration.




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    Marketing Strategy in Internet Marketing — Today’s Objectives will be to

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