|
Marketing Strategy in Internet Marketing — Today’s Objectives will be to
|
| Sana | 19.03.2017 | | Hajmi | 8.54 Kb. |
Chapter 3 – Internet Marketing
Outline
Marketing Strategy in Internet Marketing — Today’s Objectives Define the concept of marketing strategy Explore effective segmentation, especially for pure play and bricks-and-mortar (BAM) firms -
Discuss the corporate and business-unit strategy of eBay Marketing Strategy and the Importance of Fit Segmentation Targeting Positioning -
-
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 Chapter 3: Marketing Strategy in Internet Marketing Exhibit 3.11: Bricks-and-Mortar Targeting Scenarios Chapter 3: Marketing Strategy in Internet Marketing 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 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.
|
| |
