PART 1
Overview
This assignment will cover four topics.
- Strategic Drivers. In Chapter 1, Table 1-4, the strategic drivers of Internet marketing were presented with a discussion of the drivers on pages 25-28. As you examine the list and read the discussion, you will recognize that the concepts are presented in macroeconomic terms, describing changes in the overall business environment. The strategic drivers can be applied to individual organizations, some of which are taking advantage of them well while others are still struggling with the new channel.
- RFID technology. RFID technology is not a new technology but has recently come into widespread use. The RFID Association is one place for timely information. Another is the German site for the Future Store Initiative. It is very interactive and makes an interesting site to explore. You can also follow RFID mandate developments at Wal-Mart or the U.S. Department of Defense. Walgreens has an interesting application through a supplier called Goliath Solutions.
- Direct marketing.The generic strategies of direct marketing are:
- Acquisition. Customer acquisition is clearly the first step. In some instances it means that the customer actually makes a purchase. In other cases, (sales lead generation programs, whether B2C or B2B), acquisition can be defined as acquiring the name and (email) address of the prospective customer for follow-up.
- Conversion. If the program is a multiple-step sales lead effort, conversion may require moving the customer through several stages of increasing commitment, often using increasingly valuable incentives. If it is a sales program, conversion can refer to efforts to make the sale and retain the customer. Incentives that decrease in value are sometimes used in a multiple-step conversion activity.
- Retention. Retention is the stage in which customers are not only retained but also in which marketers can engage in important activities to increase customer lifetime value (CLV) primarily increasing volume, cross-selling, and up-selling.
- Four Is of Internet Marketing. The four Is of Internet Marketing (Figure 4.1 in the textbook) are:
- Interactive
- Information-driven
- Immediate
- Involving
Action Items
- Strategic Drivers. Be prepared to discuss one of the drivers in detail on the ways it is altering the way business is conducted. Locate one example of how a company has or has not taken advantage of one of the drivers and be prepared to provide an explanation for your choice.
- RFID technology. Locate an article on a marketing application of RFID technology that is different from those described in the chapter. Be prepared to discuss the application of the technology, being specific on how it is improving a supply chain or other marketing process.
- Direct Marketing. Be prepared to discuss why it is important for a marketer to distinguish between customer acquisition, conversion, and retention when developing marketing strategies including the benefits as well as the consequences if a company does not distinguish between the strategies.
- Four Is of Internet Marketing. Identify a web site that makes good use of each, some, or all the Is. Be prepared to discuss how each of the four Is affect customer experience at the site.
PART2
Overview
Throughout this course, you will be researching and analyzing company web sites for their application of internet marketing principles.
You will need to select three different web sites that you will follow throughout the course.
- Each web site is to be a brand site, not a site for a mega corporation with many different brands.
- One web site is to be a B2B site.
- One web site is to be a B2C site.
- One web site is to be a nonprofit site but not a government site.
- One of the web sites is to have a free newsletter or email communications. You are to sign up for a free newsletter or email communications from the site you select. This will help you understand the various elements of their online strategies and give insight into how their multichannel marketing is carried out.
- Make contact with one of the web sites by asking for information, or even purchase a product if you wish.
- Register at the B2C web site. Indicate in your log what data was captured on the registration form.
Keep a log of the email communications that have resulted from you connecting with the web sites over the next few weeks.
If the company has retail outlets nearby, you also should consider a visit to the retail site. This will allow you to look for ways in which the firm is integrating marketing activities on and off the Internet.
Action Items
- Select three different web sites to explore throughout this course. One is to be a B2B, one to be a B2C, and one is to be nonprofit (but not a government site).
- Post your selections along with the URL of the web site on the discussion topic, “Project Web Sites”.
Note: You may not choose the same three sites as another student. This will be on a first come-first serve basis, so check the posting by your fellow classmates and choose different sites.
- Register at the B2C web site. Record the data captured in your log.
- Sign up for a newsletter on one of the selected web sites.
- Connect with one of the selected web sites by asking for information, or even purchasing a product if you wish.
- Begin your log of the email communications that you receive from the web sites.
I need both part 1 and part 2 in 4days,and I will be posting more homeworks related to this topic, I need someone whois willing to do my homeworks.
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