This document discusses marketing and the internet. It covers topics such as the value of the internet as a marketing tool, basic internet terminology, e-marketing and e-commerce, developing an internet marketing strategy, measuring website effectiveness, and challenges of using the internet for marketing. The overall objectives are to demonstrate why the internet is a valuable marketing channel and to provide an overview of developing an internet marketing strategy.
The following resources come from the 2009/10 BSc in Internet Technology and E-Commerce (course number 2ELE0076) from the University of Hertfordshire. All the mini projects are designed as level two modules of the undergraduate programmes.
The objectives of this module are to examine the structure of shopping cart on e-Commerce websites and understand various usage of shopping cart:
• Identifying successful usage of shopping cart on e-Commerce websites
• Identifying different types of programming languages used for creating shopping cart
• Analysing different structures of shopping cart
• Using one of the chosen language to create a shopping cart for an online book store website.
This project requires examination of several famous e-Commerce websites and their individual usage of shopping cart. Students are required not only understand the successful examples on shopping cart usage, but also create their own shopping cart for an e-Commerce website.
The following resources come from the 2009/10 BSc in Internet Technology and E-Commerce (course number 2ELE0076) from the University of Hertfordshire. All the mini projects are designed as level two modules of the undergraduate programmes.
The objectives of this module are to examine the structure of shopping cart on e-Commerce websites and understand various usage of shopping cart:
• Identifying successful usage of shopping cart on e-Commerce websites
• Identifying different types of programming languages used for creating shopping cart
• Analysing different structures of shopping cart
• Using one of the chosen language to create a shopping cart for an online book store website.
This project requires examination of several famous e-Commerce websites and their individual usage of shopping cart. Students are required not only understand the successful examples on shopping cart usage, but also create their own shopping cart for an e-Commerce website.
Lecture 1 ECommerce an Introduction for Master classes UOSHabib Ullah Qamar
Lecture 1 for Introduction to eCommerce for student of MCOM form University of Sargodha. this covers, definition ,history and growth, unique features and revenue model.
Lecture 1 ECommerce an Introduction for Master classes UOSHabib Ullah Qamar
Lecture 1 for Introduction to eCommerce for student of MCOM form University of Sargodha. this covers, definition ,history and growth, unique features and revenue model.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
2. Copyright Atomic Dog Publishing, 2002
Chapter Objectives
To demonstrate why the Internet is a valuable marketing tool
To explore the multifaceted potential marketing roles for the
Internet
To show how to develop an Internet marketing strategy
To illustrate how the Internet is being utilized to enhance
marketing strategies
To consider the challenges of using the Internet in marketing
and to forecast the future of E-marketing
3. Copyright Atomic Dog Publishing, 2002
Basic Internet Terminology
The Internet is a global
electronic superhighway of
computer networks—a network
of networks in which users at
one computer can get
information from another
computer (and sometimes talk
directly to users at other
computers).
4. Copyright Atomic Dog Publishing, 2002
The World Wide Web (WWW)
The World Wide Web comprises all
of the resources and users on the
Internet using the Hypertext Transfer
Protocol (HTTP).
It is a way of accessing the Internet,
whereby people work with easy-to-
use Web addresses and pages.
Through the Web, users see words,
colorful charts, pictures, and video—
and hear audio.
5. Copyright Atomic Dog Publishing, 2002
E-marketing and E-commerce
E-marketing includes any
marketing activity that is
conducted through the
Internet, from customer
analysis to marketing-mix
components.
E-commerce refers to
revenue-generating Internet
transactions.
E-marketing is the broader
concept, and it does not
necessarily have sales as the
primary goal.
6. Copyright Atomic Dog Publishing, 2002
The Internet as a Marketing Tool
The Internet is a
formidable presence in
the world economy
because of its:
Low cost
Wide geographic reach
Potentially vast array of
marketing roles it can
serve
7. Copyright Atomic Dog Publishing, 2002
Internet and Virtual Reality
Unlimited
Geographic
Access
Technology
Applications
to All Fields
Internet Access
Data
Warehousing
Networks
Basics
Information
Processing
Domain
Names
Internet
Intranet
Xtranet
.com
.edu
.gov
8. Copyright Atomic Dog Publishing, 2002
Global Reach and Value of the
WWW
The Internet facilitates interactivity among
channel members and final consumers:
B2C means that businesses can
communicate and interact with final
consumers.
B2B means that businesses can
efficiently communicate and interact with
other businesses.
B2B2C means that businesses can
communicate and interact with each other
regarding joint consumer ventures.
C2C means that individuals can interact
and communicate globally with others
connected to the Web.
*Instant Communications
*Virtual Reality
*Real time
*E-mail
It’s a small, small world!
9. Copyright Atomic Dog Publishing, 2002
Three Phases of E-Marketing
and the Internet
The evolution of E-marketing includes:
• Bricks-and-mortar firms—those
traditional companies that are not
yet involved in the WWW.
• Clicks-only firms—those that
conduct business only via the
Internet and are considered to be
innovators in the field.
• Bricks-and-clicks firms—operate
both in traditional and Internet
settings.
10. Copyright Atomic Dog Publishing, 2002
Potential Marketing Roles
for the Internet
1.
Projecting an
Image
2. Customer
Service
3.
Channel
Relations
4.
Purchasing and
Inventory
Management
5.
Information
Gathering and
Sharing
6. Data-Base
Development
Continuous
Interactivity and
Feedback
7.
Advertising
& Sales
Promotion
8. Selling
9.
Multichannel
Marketing
11. Copyright Atomic Dog Publishing, 2002
Benefits of E-Marketing
Communicability
Time
Information
Delivery
Cost
Efficiencies
Values
Global
Possibilities
Rapid, global
interactivities and
communications
12. Copyright Atomic Dog Publishing, 2002
Developing an Internet Marketing
Strategy
1.
Set
Objectives
2. Identify the
Target
Audience
3.
Determine Web
Site Attributes
4. Establish
Internet-Based
Marketing Mix
5.
Implement Internet
Marketing Strategy
6. Assess
Internet
Performance
and Modify
13. Copyright Atomic Dog Publishing, 2002
Goal Setting
1. Setting
Objectives
Feedback
Enumerate
Qualitative and
Quantitative
Objectives
Attract New
Customers and
Improve
Customer
Service
Build Loyalty
Among Existing
Customers
Grow Market
Share
Improve
Communications
14. Copyright Atomic Dog Publishing, 2002
Six Types of Internet
Consumers
2. Identify the
Target
Audience
Newbie
Shoppers
Reluctant
Shoppers Frugal
Shoppers
Strategic
Shoppers
Enthusiastic
Shoppers
Convenience
Shoppers
15. Copyright Atomic Dog Publishing, 2002
Web Site Design
Considerations
3.
Determine Web
Site Attributes
Web
Address
Home
Page
Site
Content
Use of
Multimedia
Web Site
Links
Shopping
Tools
Electronic
Data
Interchange
Feedback
Trade-offs
17. Copyright Atomic Dog Publishing, 2002
Implementing an Internet
Marketing Strategy
5.
Implement Internet
Marketing Strategy
Two Factors affect the firm’s ability to
properly enact its strategy:
Security Channel
Relationships
18. Copyright Atomic Dog Publishing, 2002
Developing an Internet
Marketing Strategy Plan
6. Assess
Internet
Performance
and Modify
Considering such
goals as image,
customer service,
sales, profit, web
traffic, length of stay,
and cost factors
19. Copyright Atomic Dog Publishing, 2002
Measuring Web Site Effectiveness by
Counting Eyeballs
Many new marketing firms
have emerged that evaluate
Web sites and also provide
recommendations for
improvement.
There is a critical need for
developing similar
assessment tools and
measurement standards to
evaluate the Web as there
are for print, radio, and other
electronic media.
20. Copyright Atomic Dog Publishing, 2002
Quality of Web Sites from User’s
Perspective
Clarity of site’s mission
Download time
Speed of site
comprehension
Informational value
Ease of navigability
Use of graphics/multimedia
Interactivity
Security
Simplicity of purchasing
Printability of site pages
Creativity
21. Copyright Atomic Dog Publishing, 2002
Converting Information to Knowledge
Information
Technology
Knowledge
The Internet is a bridge to the new economy.
22. Copyright Atomic Dog Publishing, 2002
The Internet’s Challenges
and Prospects
Corporate culture may resist change.
The Internet may not capitalize on
company’s core competencies.
Role for E-marketing may not be clear.
Web users may be demanding.
Personal touch important to customers.
Channel partners may be alienated.
Online and offline systems may be
hard to integrate.
It may be difficult to assess and
delegate functions.
Investment costs and expenses may
be difficult to predict.
Constantly
evolving
technologies
create change.
23. Copyright Atomic Dog Publishing, 2002
Other Corporate Challenges in
Using the Internet
Consumer resistance to
online shopping
Customer service a prime
consideration in current
economy
System breakdowns and
technology obstacles
Speed of site performance
Internet connection costs
Legal issues
Privacy issues
Clutter and spam
24. Copyright Atomic Dog Publishing, 2002
Ethical Issues in E-Marketing
A recent judge’s ruling (based on a
section of the Communications
Decency Act, a federal law) states that
an interactive computer service cannot
be held legally responsible for material
published on its network.
This has far-reaching implications for
ethical considerations and the Web.
Protecting intellectual property,
privacy issues, and developing various
standards for ethical conduct on the
Internet are prime concerns for the
future.