Two business with two different role into the market. How does this impacts the economy.

1. MarketingReport for the two Companiesare:
(Fresh St. Supermarket. Profitable Company) (Fresh St. market, 2016)
Fresh St. Market : http://www.freshstmarket.com
1650 Marine Dr. West Vancouver, BC V7V 1J1 15930 Fraser Highway, Surrey, BC V4N 0X8
7am - 9pm Monday – Saturday 7am - 10pm Everyday
7am - 7pm Sundays PHONE: 778.578.8970
PHONE: 604.913.7757 FAX: 778.578.8975
FAX:604.913.7754 [ Email Us(not given but they have customer service contact)]
VS
(Amoura Foundation Charitable, Non-profit Organization) (Google image, n.d.)
By: AfsanaSiddique.,
https://www.slideshare.net/secret/2aeZpMvKtdux6L
MollaBari, Nitai Nagar,Baraigram,Natore,
Bangladesh. AumoraFoundation@gmail.com,
Mozammel Hoque: (+1) 604-441-9732 (Vancouver,
Canada)

2. TABLE OF CONTENT
Summary of the Other chapter object for the two
companies………………………………………………………………………………………1
Chapter 6
Display Advertising and Other Customer Acquisition
Techniques'……………………………………………………………………………………..2
Chapter 7
Email Marketing to Build Consumer and Business
Relationships'…………………………………………………………………………………..3
Chapter 8
Search Marketing: SEO and
PPC………………………………………………………………………………………………4
Chapter 11
Customer Relationship Development and Retention
Marketing'………………………………………………………………………………………..5
Recommendation of all the
chapters………………………………………………………………………………………….6

3. Summary introduction of other chapters:
I chose two companies, one is Fresh St. Market (http://www.freshstmarket.com ) and
another one is the Aumora Foundation (http://aumorafoundation.weebly.com/). Fresh
St. Market is B2B model marketing and Aumora Foundation more like B2C business
model. On the other Chapters in part 1 assignment (The internet value chain, business
model and strategies, Online Branding and video marketing, Display Advertising and
Other Customer Acquisition Techniques, and Email Marketing to Build Consumer and
Business Relationships) of these two businesses, we discussed about how Fresh St.
market is more of local firm oriented market. Their motive is to introduce fresh firm
produce and delis everyday. They are selling fresh item like fresh fruits and vegetables
from our local Canadian firms, delis are also produced from the local Canadian firms as
well in their store. This is the way how to keep motive of 100% Canadian firm produced
product are getting introduce front of the Vancouver local neighbourhood customer. In
the manner with homely fashion style services to keep reminding their loyal customer
that it's their style of business. So people will recognize them as the fresh produce and
Canadian market, and “fresh” is also their logo.

4. (FreshSt.market,2016)
On the other hand, Aumora foundation is a charitable foundation that is also having
growth through people’s donations, and their foundation can be more improved by the
donation and as well as improvement of their new medical foundation work growth,
building more schools and improvement for the schools, their scholarship program
improvement and many more developed will happen by the proper donations.
Scholarship student’s lists are rising as they are getting more student who really wants
to study and wants to improve their career choice but at the same time they don’t have
money for studies. In the city of Natore of Bangladesh, the Aumora foundation are
getting very popular and also among the Canadian Bengali community it’s popularity is
rising as well.

5. (Hoque,2016)
FreshSt. Market
Display Advertising and Other Customer Acquisition Techniques'
There are so many techniques to apply for to get what market desires. To get what they
want is one of the priority of Fresh St. Market through good advertising. Recently they
introduce a program call online shopping. Where people will purchase whatever they
want then Fresh St. Market authority will live these purchased item into a storage locked
and these storage is owned by Fresh St. Market. Later when every customer get
chance customers will pick up these items. So this is one scenario of how Fresh St.
Market techniques of doing marketing.

6. (twitter, n.d.)
Customer acquisition techniques and advertising are some of the ways how Fresh St.
Market work and that is an internet marketing. Getting customer’s attention from
internet is through email marketing, video marketing and many more online marketing
techniques to apply to get what customer desires.
“Acquisition techniques
This framework has been divided into 5 key sections:
1. What's your position in the market?
Before launching your acquisition strategy, it's important to assess where your
organisation is within it's sector. You should already have a wealth of analytical insights
on key metrics and have access to key performance measures on how your digital
channels are performing.
Below are a few other areas to consider.
What's your Unique Selling Point? Do you have a strapline and how does your business
use this to differentiate itself within the market? How is the company defined online and
how are you perceived by customers (existing, past) and suppliers?

7. Know your audience - Who is your target audience? Create a profile of who your target
customer is and how they currently interact with your brand online. Web analytics and
historic sales data should be a useful source of information to understand who your
customers are, geography, products sold, repeat visit rate and purchase patterns
Know your competitors - Do you have a defined list of competitors within your market?
Are you analysing their performance and tracking their activity? It's essential you are
building up a profile of who they are, how they interact with the market and their own
USP's or differentiators e.g. do they opt for price-driven strategies, PR-driven activity,
etc.
2. Objectives
To build any successful strategy, it's important objectives are laid out in what you are
looking to achieve and why. To make these realistic, I'd recommend they're created
using the SMART approach (Specific, Measureable, Attainable, Realistic and Timely).
As mentioned in section 1, having an understanding of 'What your current position is
within the market' will help you create and define a picture of the current position and
areas to focus your strategy - here is an example of an acquisition based objective:
'Increase website visits by 10% during the period of June – August 2013 compared to
same period of the previous year measured through Google Analytics'.
This objective provides a specific metric you're looking to achieve within a timeframe
and will be measured. To ensure it's a realistic objective, it's important you have
completed your groundwork on current performance by assessing and researching past
performance.
3. Who is your target audience?
From section 1, you should now have a good understanding of your customer history
and type of audience you plan to attract through this acquisition strategy.
To bring this to life (and to help get internal support within your organisation), create
personas of who you are looking to target. Using third party data e.g. Experian Hitwise
will help you add additional detail to your proposed audience.

8. Example of using Hitwise for a Sports Retailer
The sports retailer which sells replica shirts, so how to use Hitwise.
Sector: 'Suburban Mindsets' (Group F). Age profile of 18-35. Key Points: Active internet
users with a specific interest in sports sites and football being of particular interest.
Persona A: - Male, football fan, historically makes an annual purchase from online
sports retailer as and when their football team releases a new replica shirt which is an
annual purchase around May - July.
Justification: This persona will prove to be a key target audience during the 3 month
sales period to promote the product offering associated with team supported and
incentivising existing customers.
4. Choosing the right Acquisition tactics
Now begin to define how the objective will be realised - by identifying which digital
marketing tactics you plan to use as an acquisition technique. The chosen tactics
should be justified from the findings you uncovered in evaluating your existing customer
i.e. how and where your target audience reside, do they use search engines? are they
active on social media? are they loyal in their online purchase patterns - understanding
this will help you create a list of preferred tactics to implement.” (Swan, 2013)
Email Marketingto Build Consumer and BusinessRelationships'
“Email marketing is one of the most powerful marketing tools available today. It is easy,
affordable, direct, actionable and highly effective. When you add email to your
marketing mix, you spend less time, money and resources than with traditional
marketing vehicles (e.g. direct mail or print advertising).”(Constant Contact®, Inc, 2008 )
“Email marketers are continually being told the path to success is to engage prospects
and forge a relationship. However, there is some controversy about just what type of
relationship consumers want to have with a brand, if any.” (Neubarth, 2014)

9. (Neubarth, 2014)
SearchMarketing:SEO and PPC
“Search Engine Optimization (or SEO) improves the visibility of your website across
search engines. SEO helps people looking for your product or service find you. SEO
is the most cost effective marketing method for your business or organization
website. Search engines use complex algorithms weighing many aspects of a web page
to determine its position.” (Allegra Marketing Print Mail Signs, n.d.)
( SearchKings, n.d.)
Customer Relationship Development and Retention Marketing'

10. In any business, marketer’s job is to keep good relation with their customer through
promotions, and advertisement.
“Customer Experience plays as big a role in Business to Business (B2B) relationships,
if not bigger, than in Business to Consumer (B2C) relationships. Understanding the
rational and emotional needs and expectations of your clients is critical delivering the
right B2B Customer Experience.” ( Strativity Group Inc, 2015)
“1. Reducing Attrition
Virtually every business loses some customers, but few ever measure or recognise how
many of their customers become inactive. Most businesses, ironically, invest an
enormous amount of time, effort and expense building that initial customer relationship.
2. Sell and then sell again
So many people do an excellent job of making the initial sale, then drop the ball and get
complacent, ignoring the customer, while they chase more business.
3. Bring back the “lost sheep”
There’s little point in dedicating massive resources to generating new customers when
25-60% of your dormant customers will be receptive to your attempts to regenerate their
business if you approach them the right way, with the right offer.
4. Frequent Communications Calendar
Avoid losing your customers by building relationships and keeping in touch using a rolling
calendar of communications.
5. Extraordinary Customer Service
The never-ending pursuit of excellence to keep customers so satisfied that they tell others
how well they were treated when doing business with you
6. Courtesy system
A powerful system that improves the interpersonal skills of your team and changes the
spirit of your organisation.
7. Product or service integrity
Long-term success and customer retention belongs to those who do not take ethical
shortcuts.
8. Measure lifetime value
There’s a vast difference between the one-off profit you might make on an average sale,
which ignores the bigger picture, and the total aggregate profit your average customer
represents over the lifetime of their business relationship with you.
9. A complaint is a gift

11. 96 percent of dissatisfied customers don’t complain. They just walk away, and you’ll never
know why. That’s because they often don’t know how to complain, or can’t be bothered,
or are too frightened, or don’t believe it’ll make any difference.
Other customer retention strategies include:
1. Blogs
2. CRM Systems
3. Loyalty Programs
4. Magic Moments
5. Overcome Buyers Remorse
6. Personal Touches
7. Premiums and Gifts
8. Questionnaires and Surveys” (Marketing Wizdom Ltd., 2013 )
9. Regular Reviews
10.Social Media
11.Welcome Book
Recommendations& Conclusion
Fresh St. Market is very recognizable and popular among the local Vancouver
community. It is important to keep searching for right marketing tactics and right
marketing group of target marketing. Specially through email marketing, social and
video marketing. As well as search for proper key search technique to find out who are
its customers. Specially their target market is the local Vancouver people are its market
and their logo is “fresh” which is their store brand selling point. However, to keep
maintain their priority to their customer, they need to remind customer through good
advertising, email advertising, through promotional methods and many other techniques
to get customers attention.
“FreshSt. Market rolls out click-and-collectservice”

12. (Lee, 2016 )
Aumora Foundation
Display Advertising and Other Customer Acquisition Techniques'
Advertising and other customer acquisition technique for Aumora is that, to keep
informing through emailing to known Bengali community and spread through
Facebooking advertising to people. Aumora keep contacting people through mobile to
keep reminding them about Aumora foundation and how they are doing and if anyone
happen to donate money will be their main goal. Like for example; I donate $20 last
week because of the Ramadan month, because that’s their big festival in Bangladesh.
Some other people also donated $100 to them as well.

13. (Zahay, 2013,2008)
(Hoque, 2016)
Email Marketing to Build Consumer and Business Relationships'

14. Aumora is a non-profit organization, and non-profit organizations are another one
Business that are B2C (business to consumer) oriented business and for their business
it is more important to keep good relationship with their consumer through advertising
and more awareness programs that will create sympathy into consumer’s mind.
“Why Your Non-profit Should Do Email Marketing If you are reading this guide, we
suspect you are already convinced of the merits of using email to keep your supporters
informed and involved in your good cause and, yes, to raise money for it too. But just in
case you need a little backup in those conversations with any curmudgeons around you,
here are a few of the best reasons why your non-profit should embark on an email
marketing program: Bank Balance Battered? Don’t Cut Your Email Marketing While the
economic news may not be the cheeriest these days, we've got some good news for
you about the return you'll get on those email marketing dollars. Email can provide more
than double the cost effectiveness compared to other online marketing methods.
According to an October 2008 report by the Direct Marketing Association, the return on
investment for email was $45 for every $1 spent, as opposed to non-email Internet
marketing’s $19. • It’s cheap. • It’s fast. • It’s empowering. • It has a great ROI (that’s
“return on investment”). • It works. • Seriously. Email marketing costs pennies on the
dollar compared to print marketing.” ( Network for Good , 2009 )
Search Marketing: SEO and PPC
“The model for non-profits for the past hundred years has been pretty simple. Target
wealthy people or organizations, interrupt them with impersonal, irrelevant messages,
over and over again, until they give you money. That model worked well for a long time,
and there's nothing wrong with it, but is not working as well as it used to.”

15. in terms of achieving higher rank, is external link building. Did you know that it is
possible to achieve good rankings for sites that have no content? This can, and does,
happen because Google places a great deal of importance on the quality of the external
links pointing to your site. Non-profits have an advantage in this area, as many
webmasters attribute commercial value to links, so it is becoming increasingly difficult
for commercial sites to obtain links for free.” (see book learn rank dominate, n.d.)
Customer Relationship Development and Retention Marketing'
A charitable foundation’s main priority would be that they need to keep relation through
their consumer through awareness programs like online advertisements, charitable
campaigns, fundraising programs.
“NonprofitReady.org has helped tremendously with my ability to "tune up" my
professional development skills and share some of what I have learned with others."
(Patricia Taylor, 2015)
“Why Customer Service Really Matters to Non-profit Organizations
Customer service is built into the for-profit sector. Businesses have one main party to
please: the customer. But it gets a little complicated for non-profit organizations. While
they exist to meet the needs of their constituents, they also have to cultivate strong
relationships with the donors who fund their programs. Many organizations continue to
struggle with the latter, resulting in donor attrition. (CHUNG, 2014)
Recommendations& Conclusion

16. As per Aumora foundation ways to get its organization running well and they need to do
email, social, and brand (brand meaning public awareness program in their case) video
marketing to make their organization more recognizable. “2014 was a major year for
non-profit organisations when it came to video marketing campaigns, with many making
headlines in the industry, and beyond. Charities and nonprofits are not only capitalizing
on the growing demand for emotional content, but also showing their storytelling savvy
in the process.” (MARSHALL, 2014). At the same time more popular and to stay in
competition with other non-profit organizations in the market. “Non-profits should run
toward emotion and not away from it. In today's video environment, consumers want to
watch content that moves them to tears, moves them to joy, and perhaps most
importantly, moves them to share the videos with their friends. The type of emotion that
consumers want is especially opportune for nonprofits, because, for the most part, non-
profit's mission and message are innately emotional and engaging.” (MARSHALL,
2014). Aumora foundation can try viral video technique as well to get their target
market. Some will try to get angry and some may feel sympathy about this organization
which still will create some popularity among consumers. More campaign like fund
raising dinners with video of their organization overview. More emailing should be done
to known Bengali community people and in the community mosque and non community
mosque may gain some people’s encouragement about Aumora Foundations’ and pay
donation.
(google image, n.d.)

17. (Zahays,n.d.)
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