by ADİL ÜNAL / CZECH REPUBLIC
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Dictionary Meaning of Marketing :
The act or process of buying and selling
in a market.
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quot;Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, services, organizations, and
events to create and maintain
relationships that will satisfy individual
and organizational objectives.“
-Contemporary Marketing Wired (1998) by Boone and Kurtz. Dryden Press.
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Today, Internet is the most important
communication medium of the modern
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With the invent of the new technologies in
this area, Internet started to play a major
role in society and it transformed a variety
of industries’ methodologies to do business.
While having a PC and a modem is
enough to be connected, large amount
of investments are made in order to
develop fast, reliable and sophisticated
software systems to do business on the
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Simply, Marketing in the Internet age.
E - Marketing is the process of marketing a brand using the
We have faster global access to customers.
Competitors can appear nowhere.
Customers are becoming less loyal and better informed.
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Many people who have taken a
marketing course have learned about
the quot;4 P'squot; of marketing.
Do you know the 4 C’ s of Internet
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Consumer wants and needs (vs. Products)
You can't develop products and then try to
sell them to a mass market. You have to
study consumer wants and needs and then
attract consumers one by one with
something each one wants. Author of the
movie Field of Dreams, J.P. Cancilla may
have exclusive rights to the phrase quot;build it
and they will comequot;. In most cases, you
have to find out what people want and
then quot;buildquot; it for them, their way.
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Cost to satisfy (vs. Price) You have to realize
that price - measured in dollars - is one part
of the cost to satisfy. If you sell hamburgers,
for example, you have to consider the cost
of driving to your restaurant, the cost of
conscience of eating meat, etc. One of the
most difficult places to be in the business
world is the retailer selling at the lowest
price. If you rely strictly on price to compete
you are vulnerable to competition - in the
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Convenience to buy (vs. Place)
You must think of convenience to buy
instead of place. You have to know how
each subset of the market prefers to buy
- on the Internet, from a catalogue, on
the phone, using credit cards, etc. Lands
End clothing, Amazon Books and Dell
Computers are just a few businesses who
do very well over the Internet.
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Communication (vs. Promotion)
You have to consider the communication
instead of promotion. Promotion is
manipulative (ouch!) - it’s from the seller.
Communication requires a give and take
between the buyer and seller (that's nicer).
Be creative and you can make any
advertising quot;interactivequot;. Use phone
numbers, your web site address, etc. to help
here. And listen to your customers when
they are quot;withquot; you.
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Companies were using face to face
communication with the customers.
Also this communication was expensive
and also it was very difficult.
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But Now, everything is different and very
fast and very cheap.
With Marketing on the Internet,
› Company can enter the different markets
from all over the world.
› Company doesn’t need much money for
› Company can work everyday and nonstop
› Small companies can compete with big
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Online Advertisements (Banners ),
Streaming Video Ads,
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A set of interconnected WebPages,
usually including a homepage, generally
located on the same server, and
prepared and maintained as a
collection of information by a person,
group, or organization.
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Some information about Internet Usage
in the world.
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Generally, the population on the Internet is
well-educated and affluent. Most own a
computer; others have access to one.
Internet users, like most people, are
interested in convenience. Many prefer the
ease of finding services or shopping and
ordering directly from their computer
quot;Net Accessquot; advanced equipment and
technology make everything faster and
easier for their customers.
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Selling Products and Services :
Web sites are powerful because they join
your advertisement to your order or inquiry
form. This is also the greatest distinction
between electronic and other advertising
Users can have direct communication
with your company as they see your ad.
With the click of a mouse, they will transmit
their inquiry or order directly to you. This, the
entire process will be faster and more cost
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You can use your web site like a online
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There is a limited amount of information
that can be stuffed into a radio, TV or
print advertisement. These mediums are
expensive. However, include your
company's URL in a small print ad or 30
second spot and you have now directed
your customers to your Web site which
contains enough sales information to
make the sale.
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Many times when you run an ad, your
customers hear, see or read it and have to
wait until business hours to contact your
They might remember to contact you, or
they might get busy. If your company's Web
site is mentioned in your ad, customers will
be able to look at your Web site and buy
your products or learn about your services
as soon as the urge hits them.
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Companies can save hundreds of
thousands of dollars in printing and
mailing costs by putting their catalogs
on the Internet. In fact, with Net Access,
the cost, is amazingly affordable. It is an
especially good value when you
consider the number of people you can
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Your Web site is particularly helpful in this
area for those running TV or radio ads.
Your customers can look at your Web site
in order to get all of the information that
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Wholesalers also benefit greatly by
having a Web site. They can include on
their site a search engine for all of their
Therefore, when customers see a
product advertised, they can look at the
wholesalers Web site to find out where
they can purchase it.
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Today, there are thousands of companies with
Web sites. You can be certain that a few of
your competitors already have a presence on-
line. However, it is still possible to become the
dominant on-line influence in your industry. It is
the way to gain a decent market share of
In a few years, when almost every company in
the world will be on-line, customers will not be
able to search through all of the thousands of
names that a specific query in a directory
found. They will, however, keep returning to the
sites that gained their popularity now.
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You can save phone calls and your staff
members' time by just posting basic
business information on your Web site.
Posting the upgrade information on your
site will save you money and keep your
customers informed of every reason why
they should do business with you.
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A lot of your staff's time is probably spent
answering the same questions over and
over again. These are the questions
customers and potential customers will
ask before they deal with you. Display
the answers on your Web site and you
will have freed up a lot of time for your
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With a Web site, you can ask for feedback
from your customers and get it
instantaneously. E-mail can be built into
Web pages and will give you the answers
while they are fresh in your customers' mind,
for a fraction of the cost.
Another benefit is that you can respond to
your customers when you choose to and
not necessarily at the exact moment that
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If you have ever remembered too late or
too early to call the opposite coast, you
know the hassle. We are not all on the
same schedule. Business is worldwide but
your office hours are not. Trying to reach
America or Europe is even more
frustrating. Web pages serve your
customers 24 hours a day, seven days a
week without adding to your costs.
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There is a whole new high-tech world out
there, populated by millions of people
on all parts of the globe, and marketing
on the Web is the easiest way to begin
doing business internationally.
With a Web site, you can open up
dialogues in international markets as
easily as with the company across the
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If you demonstrate your new product on
the Web, you will know what your
customers think in a fast, economical
manner. For the cost of a page or two of
Web programming, you can gain insight
into where to position your product or
service in the marketplace.
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Maybe , You know them…
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Small billboards in web pages.
A rectangular-shaped ad that typically appears at the top of
Most web advertisers agree that banner ads are an excellent
way to get company names and messages in front of the
masses, and studies have linked web banners to higher
brand awareness and consumers' incentive to buy.
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This is a
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Today , there are a lot of online
advertisement agencies and
If you want an example, I can give this
examples : Google Adsense , Yahoo
Publisher Network, Mynet AdKlik …
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If you don’t know the address for
information which you need , you can
use search engines like Google , Yahoo...
They show the results and also you see
some special web site addresses. These
are search engines advertisements.
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This is the best way to reaching
Every day, lots of internet user , read a lot
of e-mails , send e-mails , or delete e-
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Once upon a time, telephone was very
important for marketing. But now, a lot
of thing changed and e-mail is the most
important communication tool between
company and customer.
Microsoft sends out over 20 million e-mail
marketing pieces every month.
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Some examples from my Inbox…
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If you are still unsure, then here are the
top 10 reasons, why you should invest in
email marketing right away.
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1. Global reach: No matter where you are
or whom you need to reach, targeted
emails pave the way. Borders are no
obstacles in email marketing.
2. Lower cost: Costs incurred in designing,
executing, testing, sending and receiving
an email is up to 78% less for a run of 5000
over paper-based direct mail version. When
you add e-mail to your marketing mix, you
spend less time, money and resources than
with traditional marketing vehicles like
direct mail or print advertising.
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3. Interactive: You can innovatively
initiate campaigns using graphics,
videos, music, quiz, game or whatever
that will be of interest to your prospect,
to grab his attention and interest
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4. Highly personalized: Email enables you to
personalize and greet every person you target.
This helps in creating a special bond with the
5. Round the clock marketing: With an email
the audience can understand your offering
even when you are out of office.
6. Measurable results: Special tools are
available that accurately measure click-
through rate, conversion rate, how a person
one arrived at your website, and more, to
enable you to assess the success of different
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7. Targeted marketing: You can select each
one of your targets based on geography, age,
income, spends, and many other parameters.
8. Faster response: Time to receive responses
through e-mail is one to three days, where you
will get maximum responses on day one itself,
while a direct mail campaign would take
minimum 7 to 12 days to generate any
responses. Further, responding to a direct mail
is more cumbersome, while a person can
respond to an email immediately.
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9. Opt-in or unsubscribe options: Emails
contain opt-in and opt-out options which
help you to shortlist your prospects and
reach only the ones genuinely interested
in your offerings.
10. Simplest: Executing an email
campaign is simple and you can do it
sitting at home without any extensive
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Streaming Video : A one-way video
transmission over a data network.
Advertisement with video on the
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Videos about Streaming Video Ads…
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by Judy Strauss (Author), by Ward Hanson (Author)
Raymond Frost (Author) , Kirthi Kalyanam (Author)
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Web siteme herkesi bekliyorum…
Adil ÜNAL – MUĞLA İşletme 3. İÖ
2008 -2009 - Erasmus Student in Czech
Bu dosyayı www.isletmeciyiz.biz adresinden
indirdiniz. Umarım faydalı olur.
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