国外市场营销研究生学习内部课件-课题是网络策略(1).pptVIP

* Stages of E-Marketing Strategy 4. Positioning and differentiation strategy Customers’ perception of the product offer relative to those of competitors Online positioning based upon four variables (Deise et al., 2000)product quality, service quality, price and fulfilment. Online value proposition * Stages of E-Marketing Strategy 5. Multi- channel distribution strategy: the flow of products from manufacturer/service provider to end consumer (slide 14/15) * Strategic options for a company in relation to the importance of the Internet as a channel * Stages of E-Marketing Strategy Multi-channel communication strategy: review different types of customer contact with company: Assess the balance between customer channel preference and organisational preferences e.g. Telephone Mail Email Web Person * Stages of E-Marketing Strategy Online Communication Mix and Budget Difference between online communications techniques e.g. search engine optimisation, affiliate marketing and email marketing – discussed in detail in weeks 5 and 6. 8. Organisational Capabilities: challenges: strategy structure skills and staff (e Consultancy, 2008) * Lecture Summary Evaluate the impact of the micro-environment focusing on competitors, intermediaries and market place models Discuss the key decisions to be made in the development of an e-marketing strategy of Internet Strategy * * * E-Marketing 3 Internet Strategy * Lecture Objectives Evaluate the impact of the micro-environment focusing on competitors, intermediaries and market place models Discuss the key decisions to be made in the development of an e-marketing strategy of Internet Strategy * Figure 2.1 The Internet marketing environment * Business consumer characteristics Variation in organisation characteristics size of company (employees or turnover) industry sector and products organisation type (private, public, government, not-for-profit) application of service (which business activities do purchased products and service