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




Download 8.54 Kb.
Sana19.03.2017
Hajmi8.54 Kb.


Chapter 3 – Internet Marketing

Outline



Marketing Strategy in Internet Marketing — Today’s Objectives

  • Objectives will be to:

  • Define the concept of marketing strategy

  • Explore effective segmentation, especially for pure play and bricks-and-mortar (BAM) firms

  • Examine traditional targeting and positioning strategies

  • Discuss the corporate and business-unit strategy of eBay

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.




Download 8.54 Kb.




Download 8.54 Kb.

Bosh sahifa
Aloqalar

    Bosh sahifa



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

Download 8.54 Kb.