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Electronic marketing, the new kid on the block
Abstract
During the last decade, many organisations have developed some form of Internet presence. This paper considers electronic marketing, the latest type of marketing, using the familiar framework of the seven Ps of marketing – product, price, promotion, place (distribution), process, physical evidence, and people – in an attempt to evaluate electronic marketing and its potential contribution to marketing in general. The paper concludes that whilst not every marketer embraces the use of the Internet, this “new kid on the block” has become an accepted part of marketing activity. The paper concludes that electronic marketing does not yet have the potential to replace traditional marketing efforts. It should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers.
... A corporate web site has the ability to integrate and communicate all the elements of the marketing communication mix and to create a seamless link among the product and the customer. (Hoey, 1998) Adams and Clark (2001) argued that "the use of integrated communications and the subsequent development of such use means that a user can experience a range of different media when viewing an organization's website -graphics, video clips, music, text, speech and, sometimes, virtual reality" (cited in March, 2004). Alba et al. (1997) discussed how certain elements that a corporate website entails such as navigation, aesthetics, secure purchase measures and responsiveness can affect the shopping process of the consumer reaching as far as saying that the effective design of these elements may lead e-tailers to gain a competitive advantage. ...
... Alzola & Robaina (2007) highlight "reliability of a website" as an important factor that will determine if not simply affect the consumer's shopping decision and at the same time provide the organization with the opportunity to stand out of the competition. Adams and Clark (2001) argued that "the use of integrated communications and the subsequent development of such use means that a user can experience a range of different media when viewing an organization's websitegraphics, video clips, music, text, speech and, sometimes, virtual reality" (cited in March, 2004). Alba et al. (1997) discussed how certain elements that a corporate website entails such as navigation, aesthetics, secure purchase measures and responsiveness can affect the shopping process of the consumer reaching as far as saying that the effective design of these elements may lead e-tailers to gain a competitive advantage. ...
... Moreover, March (2004) states that "Companies need to mine the data they obtain from customers as a form of marketing research to better determine customer needs, wants, likes and dislikes. They also need to use clickstream data to learn how customers use their sites and why sales are abandoned and to analyze the effectiveness of individual promotions". ...
... A corporate web site has the ability to integrate and communicate all the elements of the marketing communication mix and to create a seamless link among the product and the customer. (Hoey, 1998) Adams and Clark (2001) argued that "the use of integrated communications and the subsequent development of such use means that a user can experience a range of different media when viewing an organization's website -graphics, video clips, music, text, speech and, sometimes, virtual reality" (cited in March, 2004). Alba et al. (1997) discussed how certain elements that a corporate website entails such as navigation, aesthetics, secure purchase measures and responsiveness can affect the shopping process of the consumer reaching as far as saying that the effective design of these elements may lead e-tailers to gain a competitive advantage. ...
... Alzola & Robaina (2007) highlight "reliability of a website" as an important factor that will determine if not simply affect the consumer's shopping decision and at the same time provide the organization with the opportunity to stand out of the competition. Adams and Clark (2001) argued that "the use of integrated communications and the subsequent development of such use means that a user can experience a range of different media when viewing an organization's websitegraphics, video clips, music, text, speech and, sometimes, virtual reality" (cited in March, 2004). Alba et al. (1997) discussed how certain elements that a corporate website entails such as navigation, aesthetics, secure purchase measures and responsiveness can affect the shopping process of the consumer reaching as far as saying that the effective design of these elements may lead e-tailers to gain a competitive advantage. ...
... Moreover, March (2004) states that "Companies need to mine the data they obtain from customers as a form of marketing research to better determine customer needs, wants, likes and dislikes. They also need to use clickstream data to learn how customers use their sites and why sales are abandoned and to analyze the effectiveness of individual promotions". ...
A selection of the papers presented at the 2nd Global Conference of the Forum for Economists International, Amsterdam, June 1-4, 2012
... According to Table 7.21 there is a significant relationship between the independent variable (influencer's attractiveness) and the dependent one (Tweens' purchase intentions). 7.23 indicates that the relationship between purchase intentions as a dependent variable and influencer's attractiveness as independent variable is a positive, ...
... According to Table 7.31 there is a significant relationship between the independent variable (influencer's expertise) and the dependent one (Tweens' purchase intentions). 7.34 indicate that the relationship between purchase intentions as a dependent variable and influencer's expertise as independent variable is a positive, moderate, and linear relationship with a significant statistical correlation (r = 0.409, p < 0.01). ...
... It is the submission of electronic technologies to the components of the marketing synthesis -Electronic Marketing Theory (Dann & Dann, 2011). Building upon the principles of marketing theory, Electronic Marketing Theory contends that managers can now use electronic technologies to inform decisions related to the Ps of marketing due to technological advancements and variations in the marketing environment (Harridge-March, 2004). According to the theory, businesses can more successfully achieve their marketing goals when they manage the components of the marketing mix using both online and offline tactics (Harridge-March, 2004). ...
... Building upon the principles of marketing theory, Electronic Marketing Theory contends that managers can now use electronic technologies to inform decisions related to the Ps of marketing due to technological advancements and variations in the marketing environment (Harridge-March, 2004). According to the theory, businesses can more successfully achieve their marketing goals when they manage the components of the marketing mix using both online and offline tactics (Harridge-March, 2004). Electronic Marketing Theory is pertinent to the present investigation because it facilitates comprehension of the advantages that organizations can derive from implementing electronic marketing strategies. ...
The business-operating environment in Kenya and especially in the City County of Nairobi has caused a large number of pharmaceutical Micro, Small, and Medium-Sized Enterprises report profit warnings and thus experience performance issues. Data from the World Bank for the previous two years indicate pharmaceutical MSMEs operating in Kenya have seen a decline in profits and stagnation. The study therefore sought to establish the effect of digital transformation elements, including e-procurement, e-marketing, e-payment, and telemedicine, on the market performance of pharmaceutical Micro, Small, and Medium Enterprises (MSMEs) in Nairobi City County, Kenya. The research examines the limited understanding of how these digital technologies influence market performance, particularly in the pharmaceutical MSME sector. The study employs a cross-sectional descriptive research design, surveying 122 MSMEs from an initial target population of 175, selected through proportionate and simple random sampling. The questionnaire was tested for validity and reliability using Cronbach's alpha with a threshold of 0.7. Quantitative data were analyzed through multiple regression and correlation analysis to determine the strength of the relationships between variables. The results reveal that e-procurement, e-marketing, e-payment, and telemedicine significantly and positively affect market performance. The findings suggest that these digital strategies enhance procurement efficiency, marketing outreach, financial transactions, and healthcare service delivery, ultimately improving the market performance of pharmaceutical MSMEs.
... Este proceso comienza desde la implementación de la presencia (awareness) de información, reconocimiento, recordación, posicionamiento, memorabilidad, experiencia, validación consensual, legitimidad, reputación, lealtad, hasta llegar al nivel fans, donde los stakeholders han desarrollado una experiencia que desean replicar (Hidalgo, 2019; Camacho y Segarra, 2019). la vinculación de la comunicación con la responsabilidad social ser a través de una comunicación integrada (Morales y Castillo, 2020;Hidalgo, 2012;Rebeil, et ál., 2011) y de la comunicación 360, considerando los portales corporativos y el internet como instrumentos que permiten a los stakeholders realizar análisis propios de la información y comparativa, bajo condiciones simétricas de comunicación (Baamonde et ál., 2017;Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004). Aunque, cabe mencionar, que existen ocasiones en donde es necesaria la intervención de un decodificador, como se señaló en el capítulo anterior, de tal forma que la información pueda transmitirse de manera focalizada, tal como lo establece la teoría de las matemáticas de la información (entropía de la información), al mismo tiempo que la transparencia se fortalece mediante la comunicación de los reportes de responsabilidad social de las organizaciones (Kuo et ál., 2016). ...
... (Baamonde et ál., 2017; Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004) Imitación de los competidores conforme a la teoría de las instituciones. ...
La Responsabilidad Social (RS) surge como un instrumento que permite a las empresas afrontar nuevos retos, para que sus expectativas ya no solo sean obtener un beneficio econó- mico, sino también beneficios ambientales y sociales que involucren a las personas y las co- munidades en las que trabajan. Debido a ello se realizó una investigación considerando una fuente documental, de laboratorio, con corte longitudinal y un alcance descriptivo, todo con la finalidad de analizar la evolución como elemento característico de la RS. Se concluyó que la evolución que muestra la RS se ve reflejada en el interés de los inversionistas sobre las empresas en las que invierten, considerando enfoques relacionados con lo social, ambiental y económico. Derivado de ello, nace una nueva bifurcación de la RS, la Inversión Socialmen- te Responsable (ISR), también conocida como ESG, por sus siglas en inglés (Environmental, Social and Governance).
... Este proceso comienza desde la implementación de la presencia (awareness) de información, reconocimiento, recordación, posicionamiento, memorabilidad, experiencia, validación consensual, legitimidad, reputación, lealtad, hasta llegar al nivel fans, donde los stakeholders han desarrollado una experiencia que desean replicar (Hidalgo, 2019; Camacho y Segarra, 2019). la vinculación de la comunicación con la responsabilidad social ser a través de una comunicación integrada (Morales y Castillo, 2020;Hidalgo, 2012;Rebeil, et ál., 2011) y de la comunicación 360, considerando los portales corporativos y el internet como instrumentos que permiten a los stakeholders realizar análisis propios de la información y comparativa, bajo condiciones simétricas de comunicación (Baamonde et ál., 2017;Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004). Aunque, cabe mencionar, que existen ocasiones en donde es necesaria la intervención de un decodificador, como se señaló en el capítulo anterior, de tal forma que la información pueda transmitirse de manera focalizada, tal como lo establece la teoría de las matemáticas de la información (entropía de la información), al mismo tiempo que la transparencia se fortalece mediante la comunicación de los reportes de responsabilidad social de las organizaciones (Kuo et ál., 2016). ...
... (Baamonde et ál., 2017; Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004) Imitación de los competidores conforme a la teoría de las instituciones. ...
La Responsabilidad Social (RS) surge como un instrumento que permite a las empresas afrontar nuevos retos, para que sus expectativas ya no solo sean obtener un beneficio econó- mico, sino también beneficios ambientales y sociales que involucren a las personas y las co- munidades en las que trabajan. Debido a ello se realizó una investigación considerando una fuente documental, de laboratorio, con corte longitudinal y un alcance descriptivo, todo con la finalidad de analizar la evolución como elemento característico de la RS. Se concluyó que la evolución que muestra la RS se ve reflejada en el interés de los inversionistas sobre las empresas en las que invierten, considerando enfoques relacionados con lo social, ambiental y económico. Derivado de ello, nace una nueva bifurcación de la RS, la Inversión Socialmen- te Responsable (ISR), también conocida como ESG, por sus siglas en inglés (Environmental, Social and Governance).
... Este proceso comienza desde la implementación de la presencia (awareness) de información, reconocimiento, recordación, posicionamiento, memorabilidad, experiencia, validación consensual, legitimidad, reputación, lealtad, hasta llegar al nivel fans, donde los stakeholders han desarrollado una experiencia que desean replicar (Hidalgo, 2019; Camacho y Segarra, 2019). la vinculación de la comunicación con la responsabilidad social ser a través de una comunicación integrada (Morales y Castillo, 2020;Hidalgo, 2012;Rebeil, et ál., 2011) y de la comunicación 360, considerando los portales corporativos y el internet como instrumentos que permiten a los stakeholders realizar análisis propios de la información y comparativa, bajo condiciones simétricas de comunicación (Baamonde et ál., 2017;Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004). Aunque, cabe mencionar, que existen ocasiones en donde es necesaria la intervención de un decodificador, como se señaló en el capítulo anterior, de tal forma que la información pueda transmitirse de manera focalizada, tal como lo establece la teoría de las matemáticas de la información (entropía de la información), al mismo tiempo que la transparencia se fortalece mediante la comunicación de los reportes de responsabilidad social de las organizaciones (Kuo et ál., 2016). ...
... (Baamonde et ál., 2017; Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004) Imitación de los competidores conforme a la teoría de las instituciones. ...
México es un país con una vasta biodiversidad de especies que incluyen animales, plantas, hongos, bacterias y demás organismos (Bye y cols., 1993). Estas especies en conjunto aportan beneficios ecológicos que mantienen en equilibrio los ecosistemas (Waring y col., 1985; Rusch y col., 2010). Las interacciones bióticas han coexistido desde hace millones de años, mientras que el humano como especie homo sapiens no tiene no más que un par de miles de años interaccionando con otros organismos, tiempo tras el cual ha llegado a afectar los ecosistemas de manera radical. La actitud y conducta de la humanidad influyen en las condiciones ambientales y en la propia calidad de vida humana (Palupi & Sawitri, 2018). En ese sentido, la conservación de especies y ecosistemas es fundamental para la subsistencia del humano. El entorno escolar constituye una oportunidad de formación y sensibilización en materia ambiental en los estudiantes, dado que tienen el potencial de influenciar decisiones futuras sobre la utilización de los recursos naturales (Talens, 2016). Por ello, en el presente trabajo desarrollamos una propuesta de educación ambiental a nivel bachillerato, basada en el trabajo en campo y la conservación de especies nativas del municipio de Querétaro. En el proyecto se involucró un total de 116 alumnos de tres grupos de cuarto semestre, quienes colectaron y germinaron semillas de la especie Vachellia farnesiana probando diferentes métodos de germinación. Se determinó una tasa de germinación del 86% para el mejor tratamiento, y una tasa de sobrevivencia a 4 meses del 46%. Además del desarrollo de la vegetación, el proyecto fomentó el aumento de la conciencia ambiental de los alumnos; lo que indica que la integración de este tipo de herramientas en la planeación curricular a nivel bachillerato, resultaría útil para motivar la conservación del medio ambiente.
... Este proceso comienza desde la implementación de la presencia (awareness) de información, reconocimiento, recordación, posicionamiento, memorabilidad, experiencia, validación consensual, legitimidad, reputación, lealtad, hasta llegar al nivel fans, donde los stakeholders han desarrollado una experiencia que desean replicar (Hidalgo, 2019; Camacho y Segarra, 2019). la vinculación de la comunicación con la responsabilidad social ser a través de una comunicación integrada (Morales y Castillo, 2020;Hidalgo, 2012;Rebeil, et ál., 2011) y de la comunicación 360, considerando los portales corporativos y el internet como instrumentos que permiten a los stakeholders realizar análisis propios de la información y comparativa, bajo condiciones simétricas de comunicación (Baamonde et ál., 2017;Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004). Aunque, cabe mencionar, que existen ocasiones en donde es necesaria la intervención de un decodificador, como se señaló en el capítulo anterior, de tal forma que la información pueda transmitirse de manera focalizada, tal como lo establece la teoría de las matemáticas de la información (entropía de la información), al mismo tiempo que la transparencia se fortalece mediante la comunicación de los reportes de responsabilidad social de las organizaciones (Kuo et ál., 2016). ...
... (Baamonde et ál., 2017; Lourenço et ál., 2013;Taylor y England, 2006;Harridge-March, 2004) Imitación de los competidores conforme a la teoría de las instituciones. ...
México es un país con una vasta biodiversidad de especies que incluyen animales, plantas, hongos, bacterias y demás organismos (Bye y cols., 1993). Estas especies en conjunto aportan beneficios ecológicos que mantienen en equilibrio los ecosistemas (Waring y col., 1985; Rusch y col., 2010). Las interacciones bióticas han coexistido desde hace millones de años, mientras que el humano como especie homo sapiens no tiene no más que un par de miles de años interaccionando con otros organismos, tiempo tras el cual ha llegado a afectar los ecosistemas de manera radical. La actitud y conducta de la humanidad influyen en las condiciones ambientales y en la propia calidad de vida humana (Palupi & Sawitri, 2018). En ese sentido, la conservación de especies y ecosistemas es fundamental para la subsistencia del humano. El entorno escolar constituye una oportunidad de formación y sensibilización en materia ambiental en los estudiantes, dado que tienen el potencial de influenciar decisiones futuras sobre la utilización de los recursos naturales (Talens, 2016). Por ello, en el presente trabajo desarrollamos una propuesta de educación ambiental a nivel bachillerato, basada en el trabajo en campo y la conservación de especies nativas del municipio de Querétaro. En el proyecto se involucró un total de 116 alumnos de tres grupos de cuarto semestre, quienes colectaron y germinaron semillas de la especie Vachellia farnesiana probando diferentes métodos de germinación. Se determinó una tasa de germinación del 86% para el mejor tratamiento, y una tasa de sobrevivencia a 4 meses del 46%. Además del desarrollo de la vegetación, el proyecto fomentó el aumento de la conciencia ambiental de los alumnos; lo que indica que la integración de este tipo de herramientas en la planeación curricular a nivel bachillerato, resultaría útil para motivar la conservación del medio ambiente
... But regardless of the low price offers, they are not able to fix the issues of quality of service and frequently occur: the consumer canceled the transaction, the product is not delivered on time or even not sent, emails not replied, and the desired information cannot be accessed [5]. Customers are ready to pay higher prices for online shopping as long as they can see some values obtained for instance comfort, exclusivity, etc. [6] Quality of service is a prerequisite for determining customers" satisfaction and loyalty. Satisfied customers show their loyalty by repurchasing and doing WOM. ...
... A review and synthesis of 25 studies over the period 1996 to 2008 and establish eight scales of measurement of e-Service Quality [11]: (1) Web site design (2) personalization (3) empathy. There are five dimensions similar to those expressed by Zeithaml et al. (2002): (4) reliability (5) responsiveness (6) security (equal to the dimension of privacy), (7) fulfillment (8) information (equal to efficiency). Important things considered by each researcher above is: the importance of the empathy dimension, that althought there is no face to face interaction in the process of online services, some human contacts included in online services, such as e-mail communications [12]. ...
... Çevrimiçi pazarlamada, müşteri ile ürün ve hizmet sağlayıcı veya diğer müşteriler arasında kişisel etkileşim yoktur. Müşterilerle aradaki güven web sitelerindeki güven belirtileri ile sağlanmaktadır (Harridge-March, 2004). Görüldüğü üzere hem insan kaynakları yönetiminin hem de pazarlama yönetiminin dijitalleşmesiyle ilgili süreçler sanal ortama taşınmıştır. ...
... Çevrimiçi pazarlamada, müşteri ile ürün ve hizmet sağlayıcı veya diğer müşteriler arasında kişisel etkileşim yoktur. Müşterilerle aradaki güven web sitelerindeki güven belirtileri ile sağlanmaktadır (Harridge-March, 2004). Görüldüğü üzere hem insan kaynakları yönetiminin hem de pazarlama yönetiminin dijitalleşmesiyle ilgili süreçler sanal ortama taşınmıştır. ...
... E-marketing has helped companies reduce advertising costs and communicate with customers anywhere in the world. It also allows customers to negotiate with companies about purchasing products and services and compare products by browsing the internet (Harridge-March, 2004;Kim & Lennon, 2011). ...
The purpose of this study is to examine the impact of e-marketing on customer service quality. The research methodology involved a review of relevant literature and customers' perceptions of e-marketing practices. The findings indicate that e-marketing has a significant impact on customer service quality, with customers valuing quick and efficient communication through online channels. However, the research also identified limitations in the use of e-marketing, such as potential privacy concerns and the need for effective targeting. The practical implications of this study suggest that companies should prioritize e-marketing strategies to improve customer service quality. The originality and value of this research lie in its focus on the impact of e-marketing specifically on customer service quality.
... 11 Prepare integrated plan of campaign. 12 A tool of impression propaganda. 13 Understanding buying patterns. ...
دف هذه الدراسة للتحقق من فوائد استخدام التسويق الالكتروني في المؤسسات
الأردنية. وتم اختيار عينة عشوائية مكونة من 140 مدير من العملاء المتعاملين ا
في شركات مجتمع الدراسة.وتم توزيع 140 استبيان على عينة الدراسة . حيث تم
استرداد 102 بنسبة 73 %, وتوصلت الدراسة إلى أن طبيعة نشاط المؤسسات من
42 للأنشطة التجارية ( 41.2 %)، وأن - التسويق الالكتروني يتراوح ما بين 8
% مستوى الإشراف الإداري للتسويق الالكتروني يتراوح من الإدارة العليا 17.6
.% إلى الإدارات الأخرى 13.7
... The development of technology has not only enhanced the communication ability of existing promotional tools (e.g., advertising, sales promotion and direct marketing), but has also provided new channels for which these tools can be used (Harridge-March, 2004). These emerging channels such as the internet, digital TV, and mobile phones have altered the way firms communicate and engage with customers. ...
... He concluded that a positive association between operational complexity and distribution structure could be established, which means that more complex operations tend to have special distribution centres for the fulfilment of WWW customer orders. Harridge-March (2004) argued that e-marketing is the latest type of marketing, using the familiar framework of the 7Ps of marketing: 'product, price, promotion, place, process, physical evidence, and people'. He evaluated e-marketing and its potential contribution to marketing in general. ...
... These benefits can dramatically vary across regions, industries and, most importantly, firm size (Johnston et al., 2007). As a result, over the past couple of decades, the adoption of e-business by small and medium-sized enterprises (SMEs) has called the attention of a number of researchers interested in understanding the process of digital transformation of these organizations (Harridge-March 2004;Kim et al., 2013;Mazzarol, 2015;Taiminen and Karjaluoto, 2015). Overall, the literature in this area commonly shows that the implementation of e-business models is primarily customerdriven and smaller firms are commonly positioned at the very early stages of the adoption curve (Levenburg and Magal, 2005;Raymond and Bergeron, 2008). ...
Purpose
E-business maturity models have been widely used to guide the process of digital transformation of business. However, these models have been criticized for their predominantly technocentric approach, which is poorly suited for SMEs. The purpose of this paper is to produce a holistic, nonlinear e-business development model for SMEs that takes into account the interactions of the organization in the pursuit of its business objectives.
Design/methodology/approach
Based on the literature review, this paper proposes a nonlinear digital development model for SMEs that factors in the interactions between digital technologies and organizational processes. The model is applied to three cases using a qualitative research approach.
Findings
The analysis of the cases demonstrates how the model recognizes that SMEs have an agile and flexible operating structure and reduces the role of technology in order to refocus the entrepreneurs on the relationship among business goals, organizational capabilities and communication requirements.
Practical implications
The proposed model helps the business owners to clarify and better understand what kind of interaction levels exist between the relevant actors in the pursuit of the firm's goals and to identify the best mix of digital and nondigital communication methods to support their work. It also assists policymakers to overcome technological bias when assessing the current state of play of e-business development in the SME universe and formulate actions that support the development of digitally oriented SMEs.
Originality/value
This paper proposes a novel, nonlinear, interaction-based development model for SMEs in order to complement previous technocentric models focusing mainly on a mechanist perspective of e-business maturity models.
... A lack of trust is likely to discourage online consumers' intentions from purchasing via online stores. However, with the existence e-commerce, Harridge-March [2] reported that e-commerce serves as cost-reducing strategy for customers through distribution network of goods and services from the provider to the consumer. ...
E-commerce is a successful business-based innovation via internet. This form of business transaction strategy offers many opportunities for growth in business and marketing services in various aspects. Online shopping is an intermediary mode between marketers or sellers to the end user or the consumers. Nature of online transaction in Libya is constrained by instability resulting from insecurity, unprotected transaction as well as trust. Online shopping could become predominant source of shopping method, if the barriers associated with insecurity, trust and customer's protection are tackled. Owing to the significance of e-commerce towards Libyan economic growth, this paper highlights the limitations associated with e-commerce transaction in Libya and proposes relevant steps towards overcoming these constrains. Relevance of integrating e-commerce in Libyan economic system is discussed with.
... • Introduced products to the customers by online shopping environment • Able to identify the classification of services • Assessed the potential range of online services • Developed approaches and actions to raise brand and product awareness Harridge-March, (2004) [19] • People/Buyer/Seller [26] • Product ...
This study was conducted based on the previous perceptions on the concepts and roles
of 4P in the e-Marketing of scholarly book publication and to assess the effectiveness
of 4P policy and implementation on e-Marketing as a medium to address the issues
relating to e-Marketing in scholarly book publication. This study focused on the scholar
publication by University Press, Public Higher Education Institute. The result of the
feasibility study was examined as this aspect is the most critical component in
determining the success of e-Marketing. E-Marketing is made of marketing mix
encompassing the 4P of product, price determination, promotion, and place; in
meeting consumers’ satisfaction. The study findings are significant for readers to be
informed of the effect of the policy implementation, and to play a crucial role in
determining the performance of University Press. Sample audience consists of 200
respondents who worked at University Press at Public Higher Education Institute of the
focus group.
... As Palumbo and Herbig (1998) stated, it offers organizations inexpensive, and sophisticated tools for advertising, taking and placing orders, promoting their philosophies, and communicating with their customers all over the world. For Harridge (2004), it's a new type of marketing strategy because of its differences from traditional. Web sites as a relative new communication mediums between businesses and customers give chance to users not only reading comments but also create them. ...
Ця книга написана з метою роз'яснення наукових та практичних аспектів у галузі вивчення електронного маркетингу, розкриття сутності понять в електронному маркетингу, визначення їх значення та необхідності визначення в рамках стратегії електронного маркетингу. Виокремлено основні аспекти концепції електронного маркетингу. Доведено необхідність та важливість концепції електронного маркетингу у сучасному бізнесі. Виявлено необхідність комплексного підходу до організації електронного маркетингу з урахуванням різних факторів, де продемонстровано концептуальні етапи та інструменти електронного маркетингу, що забезпечує підвищення ефективності маркетингу організацій. Аргументовано найбільш важливі стратегії електронного маркетингу, а також підкреслено їх переваги та недоліки, доведено та розкрито переваги стратегій електронного маркетингу: електронний маркетинг у соціальних мережах, пошукових системах, електронній пошті, маркетингу впливу та партнерському маркетингу. Наведено основні тенденції організації електронного маркетингу та побудови стратегії управління організацією як ефективні інструменти забезпечення стратегічного розвитку та економічного зростання.
Ми сподіваємося, що ці зусилля принесуть користь студентам університетів, аспірантам, освітнім організаціям та бізнесменам. Ця книга стане довідковим матеріалом вивчення теоретичних основ електронного маркетингу.
Данная книга написана с целью разъяснения научных и практических аспектов в области изучения электронного маркетинга, раскрытия сущности понятий в электронном маркетинге, определения их значения и необходимости определения в рамках стратегии электронного маркетинга. Выделены основные аспекты концепции электронного маркетинга. Доказана необходимость и важность концепции электронного маркетинга в современном бизнесе. Выявлена необходимость комплексного подхода к организации электронного маркетинга с учетом различных факторов, где продемонстрированы концептуальные этапы и инструменты электронного маркетинга, что обеспечивает повышение эффективности маркетинга организаций. Аргументированы наиболее важные стратегии электронного маркетинга, а также подчеркнуто их преимущества и недостатки, доказаны и раскрыты преимущества стратегий электронного маркетинга: электронный маркетинг в социальных сетях, поисковых системах, электронной почте, маркетинге влияния и партнерском маркетинге. Представлены основные тенденции организации электронного маркетинга и построения стратегии управления организацией как эффективные инструменты обеспечения стратегического развития и экономического роста.
Мы надеемся, что эти усилия принесут пользу студентам университетов, аспирантам, образовательным организациям и бизнесменам. Данная книга станет справочным материалом для изучения теоретических основ электронного маркетинга.
This book was written with the purpose of clarifying scientific and practical aspects in the field of e-marketing studies, revealing the essence of concepts in e-marketing, determining their meaning and the need to define them within the e-marketing strategy. The main aspects of the electronic marketing concept are highlighted. The necessity and importance of the concept of electronic marketing in modern business has been proven. The need for a comprehensive approach to the organization of electronic marketing, taking into account various factors, is revealed, where the conceptual stages and tools of electronic marketing are demonstrated, which ensures an increase in the effectiveness of marketing organizations. The most important e-marketing strategies are argued, and their advantages and disadvantages are emphasized, the advantages of e-marketing strategies are proven and revealed: e-marketing in social networks, search engines, e-mail, influence marketing and affiliate marketing. The main trends in the organization of electronic marketing and the construction of an organization management strategy are presented as effective tools for ensuring strategic development and economic growth.
We hope that these efforts will benefit university students, graduate students, educational organizations and business people. This book will become a reference material for studying the theoretical foundations of electronic marketing.
This study focused on the influence of electronic marketing on customer engagement of online retailers in Rivers State. A causal study was prepared to handle the two (2) hypotheses formulated for the study. The survey research method was adopted for the study on a population comprised 10 online retail firms in Rivers State. The simple sampling technique was used to draw three respondents each from the sampled companies as respondents for this study. A 5-point likert-scale questionnaire was administered to 30 respondents, of which 30(100%) were returned and useful for analysis. The study adopted descriptive statistics and simple regression and analysis of variance for data analysis. The spearman rank order was the test statistic, using SPSS22.0 for all statistical analysis. The results revealed that electronic marketing has a very strong, positive and significant influence on customer commitment and customer advocacy. The study therefore, concludes that, Electronic marketing significantly influence customer engagement of online retail companies in Rivers State. The study management of online retailers should, inter alia, initiate and implement effective electronic marketing in order to enhance on customer engagement of online retailers in Rivers State.
هدفت الدراسة إلى رصد الأبعاد الاجتماعيّة والثقافيّة للتجارة الإلکترونيّة؛ ولاسيما التسويق والتسوق الإلکترونيّ؛ والفرص المتاحة والتحديات الاجتماعيّة والثقافيّة؛ والتعرف إلى الحاجات اللازمة؛ من أجل تعزيز تلک النظم في المستقبل.والدراسة وصفية تحليلية، اعتمدت على کل من نظرية الحاجات، والتفاعلية الرمزية، واعتمدت النتائج على دراسة ميدانية دمجت بين أساليب التحليل الکميّ والکيفيّ؛ فصممت استبانة إلکترونية وطبقت على150 مفردة من المتسوقين عبر الإنترنت، کما أجريت مقابلات متعمقة مع عدد (12) من المُسوقين عبر الصفحات الإلکترونيّة، وخلصت الدراسة إلى عدة نتائج، منها:
- عززت التجارة الإلکترونيّة دور الرقمنة والإنترنت في إشباع الحاجات الإنسانيّة، وأنشأت عدة من المفاهيم الاقتصاديّة الجديدة مثل: العمل عن بعد، والتبادل الإلکترونيّ للسلع والخدمات، والدفع الإلکترونيّ.
- التسويق والتسوق الإلکترونيّ من العمليات الرئيسة في التجارة الإلکترونيّة، ولا يمکن فصل أحدهما عن الآخر، ويشکلان معًا آلية للتکيف الاجتماعيّ والثقافيّ مع معطيات تکنولوجيا المعلومات والاتصالات.
-أسهمت تکنولوجيا المعلومات في ظهور نوع جديد من العلاقات الإلکترونيّة بين المستخدمين استدعت وضع عدة من القواعد والضوابط الداعمة، کما يتضمن عدة من الفرص المتاحة لکل من الشرکات والتجار والعملاء، والمجتمع، کما يتضمن عدة من التحديات الاجتماعيّة والثقافيّة
- إذا کان الواقع يشهد حاليًا حالة من المزاوجة بين أساليب التسويق التقليديّ والإلکترونيّ فإن المستقبل سيشهد اتساعًا لنطاق التجارة الإلکترونيّة، ومزيدًا من الضبط لقواعدها وإجراءاتها؛ ومن ثم الثقافة
الداعمة لها، ويتوقف هذا على مدى اتساع نطاق المقومات الاجتماعيّة والثقافيّة والتکنولوجيّة.
Abstract
The study aimed at monitoring the sociocultural dimensions of E-commerce, especially e-marketing and e-shopping, and their Opportunities, challenges, and needs. It is an analytical descriptive study. Its theoretical framework was based on Need Theory, and Symbolic Interaction, whereas its results relied on an anthropological field study that combined quantitative and qualitative methods. An electronic questionnaire has applied to (150) e- shoppers and in-depth interviews have conducted with (12) marketers via electronic pages.
The study concluded several results, most notably:
- E-commerce has reinforced the role of digitalization and internet to satisfy human needs, Besides, it has established several new economic concepts such as remote work, electronic exchange of goods and services, and electronic payment.
- E-marketing and e-shopping are key processes in e-commerce and together constitute socio-cultural adaptation mechanism with ICT.
- IT has contributed to the emergence of a new sort of electronic relations among users that required the setting of several rules and supporting controls. In addition, it included a number of opportunities for companies, merchants, and customers, as well as several social and cultural challenges.
- The future will witness an expansion of e-commerce, further setting for its rules and procedures, and its supporting culture.
يجيء هذه البحث بوصفه محاولة للتقصي المتعمق في الأنثروبولوجيا التطبيقيّة-ولاسيما البعدين الثقافيّ والاقتصادي-مستهدفًا رسم صورة لمستقبلها فيما بين تحديات التراث الغربي، وفرص التراث العربي، ولتحقيق هذا كان لابد من عرض تاريخها، والتطورات التي شهدتها أجندتها البحثية، وتبنى البحث خمس تساؤلات:
ما التقنيات الميدانيّة الجديدة ومنهجيات البحث التي سوف نحتاج إليها؟
كيف سيتم توسيع النظريات والأطر المفاهيميّة وتحويلها؟
كيف ستُنظم العلاقات مع المجتمعات محل الدراسة؟
ما وضع الأنثروبولوجيا في خارج المؤسسات الأكاديميّة؟
إلى أي مدى يجب تعديل تدريب علماء الأنثروبولوجيا؛ لمواجهة التغييرات المتوقعة؟
وسعى للإجابة عنها باستخدام الأسلوب الوصفيّ التحليليّ في عرض الموضوعات، والقضايا البحثية والاتجاهات النظرية والمنهجية الحديثة والمعاصرة، كما يعكسها التراث الفكريّ والدراسات المتخصصة العربيّة والأجنبية عن طريق خمسة محاور رئيسة:
- التطور التاريخيّ للأنثروبولوجيا التطبيقيّة واتجاهاتها: إشكالاتٌ وقضايا.
- أهمية الأنثروبولوجيا التطبيقيّة وأهدافها.
- الاتجاهات البحثية الحديثة في الأنثروبولوجيا التطبيقيّة.
- التوجهات النظرية الحديثة.
- الأنثروبولوجيا والمناهج الحديثة.
وخلصت الدراسة إلى عدة نتائج نوقشت في محورين
- مجالات مستقبلية وتوجهات في ضوء التراث الغربي
- الأنثروبولوجيا التطبيقية بين التراثين الغربي والعربي؛ تحديات وفرص
This study aimed at monitoring deeper investigation in applied anthropology; especially the socio-cultural dimensions, to draw a picture of its future between the challenges of Western literature and the opportunities for Arab literature. This study adopted the following five questions ;
- what are the new field technologies that we will need?
- how will theories and conceptual frameworks be expanded and transferred?
- how will relations with societies be organized?
- what is anthropology status outside academic institutions?
- to what extent should the training of anthropologists must be modified; to face the expected changes?
It is an analytical descriptive study, showed major axes; the importance, historical development, goals, and modern trends, theories, and methods of applied anthropology.
The study concluded several results, discussed as the following axes:
- future visions, new areas, trends, theories, and methods.
- applied anthropology at Western and Arab literature; challenges and available opportunities.
The internet and e-commerce have been among the fastest-growing technologies in recent years, and they have a significant impact on people's daily lives. E-marketing is one of the newest technologies in the IT and e-commerce domains. E-marketing is the process of promoting and selling goods and services online. It is sometimes referred to as online marketing, web-marketing, or Internet marketing (IM). E-marketing helps companies determine which target market to sell their goods and services to. It encompasses all practices and initiatives undertaken with the goal of attracting, locating, acquiring, and retaining customers. Since e-marketing facilitates internet-based, email-based, and wireless media marketing, it is believed to have a broad range of applications. Here, we carried out an investigation to ascertain the benefits and drawbacks of Internet marketing in India.
The advent of Social Media has brought in skepticism, experimentation, and
possible misuse of Social Media and traditional marketing communication. This
study thus, aims to identify the position of Social Media in the Marketing
Communication Mix, the challenges and opportunities presented by Social
Media and how Social Media can be effectively implemented in organizations.
An exploratory mixed research method is used. This is done by using a
case study of the South African Banking Industry, herein referred to as South
African Banks. In the case study, the researcher uses 29 purposively
selected employees within 6 South African banks. These employees are
managers and directors who have direct involvement with Social Media. 68
conveniently selected customers of South African Banks are used as a source
of information together with 6 Social Media experts which were selected using
judgmental and snowball sampling. Data collection instruments used in the
study are electronic questionnaires for banks and customers and telephonic
interviews for Social Media experts.
Findings indicate that Social Media is not the sixth element in the Marketing
Communication Mix but it should be integrated into the Marketing
Communication Mix with each of the elements. The research proposes an
integration of the Social Media department with every unit in the organization
to enable unified messages to be sent to the customers.
Konaklama işletmeleri, artan rekabet koşullarında avantaj sağlamak amacıyla misafirlerin tercihlerine hitap edecek hizmetler sunarak, talep edilen konseptleri uygulayarak ve memnuniyet sağlamak amacıyla global standartları takip ederek çalışmalarını yönlendirmektedir. Oldukça önemli bir pazar niteliği olan çocuklu aileler için ihtiyaç duyulan hizmetleri sunmak, konaklama işletmeleri tarafından etkileyici bir rekabet unsurudur. Çocuk dostu otellerin çocuklu aileler tarafından öncelikli olarak tercih edilmesinin sebebi; çocuğun birey olarak keyifli vakit geçirmesi için ihtiyaç duyduğu ideal ortamın ve koşulların güvenle sağlanmasıdır. Günümüzde web siteleri birçok pazarlama ve satın alma sürecinde aktif olarak kullanılmaktadır. Bu noktada otel işletmelerinin pazarlama stratejisi olarak bünyesinde bulundurduğu çocuk dostu hizmet tasarımlarını web sitelerinde yer vermeleri turistler tarafından tercih edilmelerine katkı sağlamaktadır. Bu çalışmada Gaziantep’te bulunan üç, dört ve beş yıldızlı otellerin web sitelerinde çocuk dostu uygulamaların, ürün ve hizmetlerin bulunmuyor ya da bulunuyor olması üzerine içerik analizi yapılmış ve değerlendirilmiştir. Bu kapsamda elde edilen bulgulara göre araştırmaya dahil olan 32 otel işletmesinden 21’inin web sitesinde çocuk dostu uygulamalara dair hiçbir hizmet bilgisine yer verilmemiş olduğu tespit edilmiştir.
Las organizaciones tienen la necesidad de narrarse como socialmente responsables y sustentables a través de sus estrategias de comunicación. Esta investigación tuvo como objetivo identificar las características cualitativas de los primeros cinco niveles de la Teoría de la Motivación de la Narrativa Social. La base metodológica consistió en el desarrollo de entrevistas con expertos en ciencias de la comunicación para identificar los aspectos cualitativos y realizar una vinculación con las dimensiones de la Triple Rendición de Cuentas. Se encontró que la sola presencia y uso de los conceptos “responsabilidad social” y “sustentabilidad”, no generan una narrativa comprobable y confiable sobre la intención de la organización de acreditarse así.
Recommendations to reduce meat consumption increase, particularly for health and environmental protection reasons. In response to these recommendations, more meat substitutes are proposed in supermarkets. However, the adoption of these products appears to be highly dependent on the gender of consumers (more women than men). At this point, we don’t identify whether this difference is related to the vegetarian character of the product or to associated perceptions such as the fact that it is good for the environment or for health. This research aims to explain the greater attractiveness of these products for women than for men.We conducted three studies. In study 1 (n = 126), only the label was given (pâté, without meat pâté or plant-based pâté). In study 2 (n = 116), a photo (the same for all conditions) was presented in addition. In study 3 (n = 138), a pâté was offered for tasting with the three possible labels. The results show that the vegetarian character negatively influences the attractiveness of the product to men. On the other hand, the product is not perceived as more attractive to women. Interestingly, the perception of vegetarian products as being healthy and good for the environment is only true without any experience. When a photo is presented (indirect experience) or when the product is tasted (direct experience), vegetarian labelling has no effect.We then discuss the gender asymmetry of the product in the light of work on the construction of gender patterns. Our results therefore show the extension of these gender patterns into adulthood and food consumption. We also discuss the role of the experience. We propose managerial implications: these results are interesting for brands and retailers who wish to democratise their vegetarian products and extend them to male consumers: first purchase and tasting are keys to changing gendered perceptions. Finally, our work has some limitations. Work on other vegetarian products will have to be carried out to confirm these results. It will also be necessary to conduct research on products perceived as attractive to men to verify the presence of this asymmetry.KeywordsVegetarianGenderFoodHealthEnvironmentExperience
Savings are a major individual and collective issue. Yet, for several decades, consumers have been saving less or too little. Despite academic research and public initiatives, little is known about individual savings behaviors.
Based on a conceptual model centered on identity and hedonic constructs, major in consumer behaviors theories, and a more precise definition of savings stages, our study investigates the impact of self-esteem, pleasure of saving, and financial well-being, on savings intentions. Using structural equation modeling, we show these factors are more influential than classic determinants such as self-efficacy. Our analysis highlights the benefits of studying and considering savings behaviors as consumers’ behaviors and experiences.
Keywords: savings, pleasure, self-esteem, identity, financial well-being.
The post pandemic scenario have bought in an massive overnight change in the consumer shopping behavior from want need buying consumers they have moved to bulk buying ones, from on-site retail buying consumers to online shoppingprosumers, thus accelerating the growth ofe-commerce and online shopping. The retailers across the country are trying to have their presence felt on online platform to enhance their business to the nook and corner of the country as well as across the globe. E-commerce was making it presence felt from way back 1960s and business houses used it has tool to exchange the data earlier, by 1979 they started sharing documents via tis tool and finally by 1990s the online markets surged and started gaining momentum. Keeping the same trend India is also transforming the way of doing business, as greater population of India falls under young demographic profile withkeenness to use internet, aiding in growth ofecommerce and promoting online shopping. There are various reasons for flourishing e commerce business worldwide like massive developments in the internet usages among the masses, major advancements in information technology sector, vast progression at logistics and deliveries fronts, time saving mode of shopping, buying variety of product, even groceries at a click of a button, the list continues the major chunk added to all these isease of doing business at global level. With the tremendous growth ofe- commerce sector in India, it has come with numerous challenges. Thus this paper addresses the challenges and solutions towards e-commerce business in the Indian perspective both from the point of view of the customers as well as the business owners.
Recommendations to reduce meat consumption are increasing and more meat substitutes are proposed in supermarkets. However, the adoption of these products appears to be highly dependent on the gender of consumers (more women than men buy these products). Our results show that the vegetarian character of a product negatively influences the attractiveness of this product to men. On the other hand, the vegetarian product is not perceived as more attractive to women. Interestingly, the unattractiveness of the product to men disappears with a shorter psychological distance with the product through a direct experience. We discuss the gender asymmetry and the role of the type of experience and propose recommendations for brands and retailers
The current exploration report accentuations on concentrating on the effect of web advertising on consumer buying behavior, which raises the consumers' expectations towards the item and buying behaviors. The buying behavior is firmly affected by the picture of the item which is worked by the promoters. Publicists are relied upon to move their concentration and burn through millions in web advertising before long than TV, print promotions and another conventional advertising media. Online shopping is a developing pattern in India and the quantities of the two merchants and purchasers are expanding day by day by walloping rates. India's complete online marketing projection is assessed to arrive at the US $100 billion by 2020. With the fast development in innovation, the web is turning into a significant one stop point for consumers in viewing as the vast majority of their requirements. Be it communication, amusement, data search or shopping, web fills in as a panacea for every one of their necessities. As per the worldwide systems administration monster Cisco, Digital change will take India's web clients from 373 million (28 percent of populace) in 2016 to 829 million (59 percent of the Indian populace) in 2021. This plainly exhibits that India is developing quick and individuals are becoming routine of involving the Internet as the advancement of human culture, the improvement in Communication processes and Digital Convergence open up imaginative open doors and difficulties for Marketing. In this manner, the Internet has pushed forward to assume a huge part in the Consumer Decision Making Process. Numerous consumers are online consistently for their own and official work, yet do they notice the promotions, flags showed on that website page and most significant thing is to actually take a look at what is their review esteem. The current review examined the effect of web advertising on consumer buying behavior by directing an overview.
In this research, it is aimed to examine the websites of intermediary organizations that have received authorization certificates in the field of health tourism by the Ministry of Health, to evaluate them around certain criteria and to present suggestions to policy makers regarding the consequences that may result from existing deficiencies. In this study, which was carried out using the content analysis method, the two criteria that the majority of intermediary institutions pay attention to in their websites were determined as information content of corporate and multilingualism option. Online customer service and status of health tourism information were among the criteria that remained at low rates. In this regard, together with the decisions to be taken by the Ministry of Health or sectoral associations, the information and content that should be standardized on the websites can be determined. All these activities can affect the information of individuals participating in health tourism, their satisfaction, choosing the right health facility, the details of the service and their intention to participate in health tourism again.
Keywords: Health tourism, websites of intermediary organizations, content analysis, Ministry of Health
The study examined the relationship between cloud based marketing and sales performance of deposit money banks in Port Harcourt. Drawing from its conceptual frame-work was set out to achieve four (4) objectives and addressed four (4) research questions and four (4) hypotheses. The population of the study comprised of 21 registered deposit money banks in Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (marketing and sales personnel). To generate data for the study, one hundred and five (105) copies of questionnaire were given to the twenty one registered banks in the frame of five (5) copies per bank. The questionnaire was structured in a four (4) point likert scale. The data collected through the questionnaire were analyzed using Pearson Product Moment Correlation through the aid of Statistical Package for Social Sciences (SPSS). The result of the analysis has revealed that cloud based marketing in terms of (content marketing and pay per click advertising) relates significantly with sales performance via its measures of sales growth and market share growth. It was concluded that cloud based marketing is a vital tool for improving sales performance of deposit money banks in Port Harcourt. The study recommended that, deposit money banks in Port Harcourt particularly those that are currently experiencing low sales performance as a result of pandemic disruption should adopt content marketing as it would increase their level of sales performance and also they should take advantage of modern technology and practice pay per click advertising as it would help them to build traffic on their web page that will in turn increase sales performance.
The phenomena that world is fast shrinking into a Global Village because of Internet and other communication mediums is not completely reflective in the Indian context. While developed and fast developing countries have understood the power of Internet, India still has a long way to catch up. Internet has brought nearly the entire world just a click away from us. The retail industry canvass has been repainted by Internet and the rules of the game in retailing are fast changing. The western culture has affected each and every aspect of our Indian society. The life is becoming fast not only in the metros but also in the normal cities. The number of nuclear families is increasing and both husband and wife are working, as they have less time to go to the market for purchasing every now and then. Some other reasons like these, say shortage of time, traffic jams, late working hours, versatility of plastic money and above all the approach of internet at the door step of whosoever desires it. The purpose of study is to understand the influence of normative beliefs, age, and gender on online shopping attributes and consequently on consumers' online shopping behavior. Indian consumers' attitude toward online shopping being "convenient" is determined by their "perceived usefulness" and "ease of use" of the Web site. Online shopping behavior is moderated by normative beliefs and gender. Consumers' attitude toward online shopping differs across age categories and a Web site's "ease of use" attribute. The findings can enable online retailers to improve consumers' perceptions toward a Web site's "convenience" attribute. Online retailers targeting Indian consumers should make the Web sites user friendly and easy to understand Online retailers have improved their service and are providing more and more convenience to the customers. From advance payment options they moved on to payment on delivery. From fixed delivery timings they have moved on to convenient delivery timings at the choice of the customer. India has opened the doors for foreign direct investment in retail.
This research aims to reveal the digitization of SMEs how they can continue to survive in the pandemic era and be sustainable. The analysis uses a qualitative case study approach based on semi-structured interviews that allow for personal, actual interpretation and a reduction in general explanations. Cases are selected based on established criteria for SMEs in Malang City. Data collection was carried out by exploring related SMEs social media sites, direct observation of offline stores and candid interviews with business owners. SMEs selected according to the criteria set to be the object of research are Serena Cookies, Cornelia and Anda Cookies. The study results revealed that the SMEs studied were able to survive in the pandemic era with relatively stable business conditions. The business management carried out is with online and offline management models, which require the digitization capability of each business manager. The results of this study can be a reference for managing SMEs businesses engaged in the food industry sector, how to order online and offline to continue to survive not only during the pandemic but further for long-term business sustainability by continuing to improve their digital capabilities.
The rise in digital technology and marketing has altered the way businesses are done around the globe. Banking operations and services have become ubiquitous through digital marketing and its platforms. The study appraised the adoption of digital marketing in Nigerian banking industry. The survey design was adopted in this study. 15 staff each was randomly drawn from 7 commercial banks purposively from Nigeria. Out of 105 copies of questionnaire administered, 95 responses were used for the study. Correlation and regression models were used in analyzing data obtained. Among the findings is that digital marketing significantly and positively impact on customers' patronage. The researchers recommend that banks should continue to sensitize customers on the availability of their digital marketing platforms to increase patronage, bank managers should ensure that customers get feedback on their inquiries and treat their complaints as fast as possible to sustain the customers' patronage and confidence in the bank.
Competitive advantage is considered as a subject that haunts business organizations all over the world due to its importance in the organizations 'quest to increase its profitability and productivity. Hence, this forces the organizations to extend all their efforts, and to follow all the relevant methods and strategies to reach the competitive advantage. Therefore, this study is aimed at identifying the impact of E-Marketing on the competitive advantage by following three strategies for competitive advantage which are (Cost leadership, Focus, & Differentiation) in Al-Razi Pharmacies in the city of Irbid. The study population consisted of (120) pharmacy workers, for which the researchers distributed (92) questionnaires, where the study used the descriptive and analytical approach to describe the phenomenon in question. Finally, the study found out that E-Marketing has an effect on all the dimensions of the competitive advantage.
Today, there are different digital communication opportunities that companies use to communicate with their customers. These are especially web sites and social networks. International brands are adapting to all changes in this communication environment while determining their communication strategies and then they communicate with their target audiences. Brands communicate with their target audiences and potential or unfamiliar audiences through communication opportunities without borders. This is also seen in the luxury brand market and consumers. In this study, luxury brand, luxury brand consumption, and finally website and social media applications used in international luxury brand communication are explained. In addition, comparative content analysis of corporate web sites and social media environments of Ferrari and Porsche companies, in which they are producing and marketing luxury products, were conducted and evaluations were made in the context of international luxury brand communication.
Some of the ethical issues experienced in traditional marketing practices are encountered in those of e-marketing as well. However, e-marketing practices raise specific new and different ethical issues as well. For instance, new forms of dynamic pricing, spam email advertising, and the use of tracking cookies for commercial purposes have all raised ethical issues. These issues can be examined from the perspective of such components of the traditional marketing mix as product, price, place and promotion, which are under the control of marketing executives. As such, an awareness of the ethical issues in e-marketing under the control of marketing executives is central to the realization of an ethical climate in e-businesses. The aim of this chapter is to present a critical analysis of ethical issues in e-commerce in relation to the marketing mix. The topics discussed within this framework will be enlightening for the ethical decision making process and practices of e-marketing.
This study examines the impact of internet marketing on banking services in Nigeria. The main objective is to investigate how the adoption of internet marketing enhances banking services in Nigeria. The study is a survey approach with sample of 180 respondents (employees & customers) drawn from four generation banks in the country, representing 65 percent of the total population (280). The data was analyzed using Descriptive Statistics and Chi-square to test the formulated hypotheses which revealed that the adoption of internet marketing has significantly enhanced customers' banking services in Nigeria, particularly in the areas of improved patronage, on-time (effective) service delivery and reduced marketing costs. The study also found that internet marketing has created exciting new and cheaper ways to learn about and track customers, create products and services tailored to meet customer needs, distribute products more efficiently and communicate with potential customers effectively. Some recommendations were made; among the major recommendations is the need for all the barriers to effective internet marketing adoption such as poor connectivity, inadequate computers and ICT infrastructure, as well as cyber-crimes which constituted serious bottleneck to the overall success of banking operations in Nigeria should be addressed by managers and all stakeholders in the banking sector.
Identification of Organizational Factors influencing Job Satisfaction of the Faculty Members: A Study With Respect To The Private Universities Of Eastern India
This paper examine the key consumer behaviour attribute and relation among them in E-marketing perspective. Attempt has been made to study the acceptance rate of e-marketing among the Jaipur consumers and its impact on their purchase decision. Result shows that people irrespective of age and gender surf internet. However significant difference exists between the age and attributes of online trading but it does not have any relation with the gender. Most of the respondents are hesitant to purchase items over internet because of security concerns. Most of the respondents irrespective of gender of different age group (especially age group of 18-30 years) find e-shopping more convenient & time saving and prefer credit card as the convenient mode of the payment. Paper give direction to improving delivery and advertising web-products &services to achieve objective of E-marketing and E-commerce in long run.
Purpose
Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose of this paper is to reason the consumer’s intentional visit to an online store prior to making purchases offline by linking it with perceived channel benefits and uncertainty reduction approach through an application of the theory of planned behavior.
Design/methodology/approach
A survey instrument was administered online, and a total of 374 responses were obtained. Respondents were queried with respect to the webrooming sequence, if at all they were into webrooming. The PLS-SEM was used to test the formulated hypotheses.
Findings
The factor “Access to reviews online” emerged as the prime perceived search benefit which drives consumers’ to first visit an online store, while factors like “access to touch and feel the product,” “better post-purchase services offline” and “immediate possession of product” induced customers to later purchase offline. Factors like “E-distrust” and “perceived risks related to purchasing online” notably determined consumer’s movement to the physical store for purchasing the product in the second phase of the webrooming sequence.
Research limitations/implications
A small sample size limits the authors from drawing definitive generalizations. Due to the lack of studies, individually examining webrooming conduct, a prior qualitative exploration can be conducted to draw more insights.
Practical implications
The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.
Social implications
The study creates awareness as to what motivates consumers to webroom, which has been realized as one of the serious issues being faced by the online retailers today.
Originality/value
This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.
The selection of an effective advertising campaign is remarkably essential for organizations to get consumer’s attention where diverse conventional mediums were already operational over the past decades i.e. outdoor media advertising. However, now trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumer’s attention using Internet in the present era. The core aim of this study is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence relatively than outdoor media advertising in the current digital age to reach a particular market. This study proposes several managerial implications and future studies for academics and practitioners.
Purpose
The purpose of this paper is to investigate the relationship between e-marketing (eM) and consumers’ buying behavior particularly exploratory buying behavior tendencies (EBBT) with moderating effect of a gender in the context of China.
Design/methodology/approach
Structural equation modeling using SPSS/AMOS was majorly applied to ascertain the relationship and hypotheses testing. First, the correlation of eM toward EBBT is examined using five factors: internet marketing (IM), e-mail marketing (EMa), intranet marketing (IMa), extranet marketing (EM), and mobile marketing (MM). Second, the relationship of each dimension of the eM model is determined autonomously to ensure the importance of such emerging technologies in marketing communications. Third, the effect of gender as a moderator is measured. To this end, primary data were collected through random distribution of the questionnaires among 1,600 consumers particularly students of the universities between February 2016 and August 2016 within North China.
Findings
The findings revealed that eM has a significant correlation on consumers’ EBBT. The comprehensive analysis of each factor of eM, i.e., IM, EMa, IMa, EM, and MM is positively correlated to EBBT. The present study revealed that gender did not moderate among the relationships of eM and EBBT. Additionally, study furnishes practical directions on how managers can utilize such emerging and revolutionary technologies in marketing activities to probe, understand, and reinforce consumers’ buying behavior.
Research limitations/implications
The research has limitations related to geographical location and sample size which thus limits the widespread generalization.
Practical implications
This study affirmed that organizations must engage the consumers using such technologies that are more likely acceptable by consumers in the present customer-oriented and digital era. The marketers must engage consumers the way they wish to be engaged by developing appropriate promotional strategies. The study provides possible implications both theoretical and managerial along with a contribution to the literature of eM and consumers’ buying behavior.
Social implications
Understanding the emerging technologies may furnish valuable insights for individuals to work well within Chinese SMEs.
Originality/value
The topic of eM has acknowledged as an evolving concept which is gaining an intense concern of both academician and practitioners. Therefore, more research mainly empirical work is still needed to probe the insights of eM across the globe. This study attempts to fulfill such need with empirical evidence together with an in-depth examination of eM determinants, collectively and autonomously.
Looks at the ways in which firms are currently using the Internet and examines the extent to which these uses are informational or facilitate relationship building. A study shows that the majority of fims still use the Internet for informational purposes. Relationship facilitating and transactional uses of Internet are found – particularly for larger firms and for those that have internationalised via the Internet. A question over the ability of the Internet to facilitate and sustain this type of relationship is raised by the failure of the mature US Internet market to show a significant progression to more sophisticated Internet usage. This may relate to underlying uncertainty of customers or to the security of transacting via the Internet. Similarly, firms that are already international will have to contend with a number of serious challenges that arise from the open and global nature of information exchange on the Internet before they maximise its potential.
A myriad opinions have been propounded to explain how “cyberspace” can be exploited by commercial organisations. For the most part they are speculative, visionary or promotional. This work seeks to redress the balance by focusing on the utilisation of the Internet within the UK retail sector and examining its potential as a new retail channel. The paper presents an exploratory study using qualitative and quantitative methods: an on-line survey of retail Web activities followed by in-depth interviews. This approach provides a framework of current retail usage of the Internet and explores retailers’ perceptions of the inhibitors and facilitators to its development. It concludes with an emerging model that explains why current levels of retailing on the Internet are low and provides guidance for retailers wishing to increase their level of Internet activity.
The commercial importance of e-services, accessed via Internet or mobile phone, grows steadily. There is a clear need to develop a better understanding of how consumers evaluate these services and develop e-loyalty. An empirical study of an Internet portal was tied in with extant theories about service quality, customer satisfaction and loyalty. Data were collected by means of an on-line survey. The effect of customer satisfaction with three service components on value perception and overall satisfaction was measured. Customers’ overall satisfaction was influenced by their satisfaction with the core service, supplementary services and the user interface. A strong positive effect of overall satisfaction on the intention to continue using the portal was found. Noteworthy was the predominant effect of satisfaction with supplementary services on value perception. No significant direct effects were found of satisfaction with the user interface on value perception. Some implications as well as future research directions are provided.
The advent of the Internet is leading a re-evaluation of existing business practice as the methods employed in a non-virtual world may not necessarily be as effective in a virtual environment. The present paper examines the different strategic options facing organizations as they attempt to build a customer base on the Internet. The traditional site-centric approach of directing traffic to a central Internet site suffers from the problems of the increasing costs and decreasing effectiveness of Internet advertising. An alternative strategy is the symbiotic approach which is based on the concept of mutuality. A strategy of symbiotic marketing involves one organization providing functionality for another organization's Internet site. In exchange for the provision of functionality for another Internet site the provider benefits from a increased market coverage and reach. Although the strategy of symbiotic marketing may initially appear counter-intuitive,the following paper highlights the potential advantages for a company pursuing such a strategy.The case demonstrates such a strategy exits as a low cost method of developing a customer base on the Internet. Finally, the potential scope of symbiotic marketing is discussed.
This paper argues that the Internet is changing our culture and particularly that of the Net Generation-those who are growing up using the Internet. A review of the literature identifies the key values attributed to Internet culture. It is argued that if the Internet is stimulating cultural change this is more likely to occur in younger Internet users. Data from the 10 th GVU WWW Survey (Graphic, Visualization, and Usability Center (1999) is analysed to compare the attitudes of the 'Net' generation with those born in an earlier generation; younger Internet users were significantly more likely to have liberal attitudes in line with Internet cultural values. The marketing implications of these cultural changes are explored. These include the adoption of these cultural values in youth advertising and observing netiquette rules in Internet marketing.
This paper reviews the diverse forms taken by electronic commerce and the varied perspectives taken by observers to analyse it. Nine case studies are used to develop a taxonomy of electronic commerce implementations. Three trends in the emergence of electronic commerce are identified: a change in emphasis from competitive advantage towards the gaining of sector-wide improvements in efficiency and effectiveness, the formation of electronic markets, and a process of incremental rather than radical development within communities.
This paper investigates the effects of the Internet on the structure of the classical marketing channels. The advantages offered by the Internet have determined many companies to adopt different models of Internet-enabled distribution strategy. The choice and the implementation of these strategies will be influenced, as in the case of any other marketing channel, by the characteristics of the company, of its clients, and of the traded products. On the basis of an empirical study of 500 Internet commercial sites, the present paper identifies the models of Internet-enabled distribution strategy implemented by the Web-active companies, and then verifies four hypotheses related to the factors that influence the choice and implementation of a particular strategy.
Many of the pioneers of Internet business, both dot-corns and established companies, have competed in ways that violate nearly every precept of good strategy. Rather than focus on profits, they have chased customers indiscriminately through discounting, channel incentives, and advertising. Rather than concentrate on delivering value that earns an attractive price from customers, they have pursued indirect revenues such as advertising and click-through fees. Rather than make trade-offs, they have rushed to offer every conceivable product or service. It did not have to be this way - and it does not have to be in the future. When it comes to reinforcing a distinctive strategy, Michael Porter argues, the Internet provides a better technological platform than previous generations of IT. Gaining competitive advantage does not require a radically new approach to business; it requires building on the proven principles of effective strategy. Porter argues that, contrary to recent thought, the Internet is not disruptive to most existing industries and established companies. It rarely nullifies important sources of competitive advantage in an industry; it off en makes them even more valuable. And as all companies embrace Internet technology, the Internet itself will be neutralized as a source of advantage. Robust competitive advantages will arise instead from traditional strengths such as unique products, proprietary content, and distinctive physical activities. Internet technology may be able to fortify those advantages, but it is unlikely to supplant them. Porter debunks such Internet myths as first-mover advantage, the power of virtual companies, and the multiplying rewards of network effects.. He disentangles the distorted signals from the marketplace, explains why the Internet complements rather than cannibalizes existing ways of doing business, and outlines strategic imperatives for dot-coms and traditional companies.
From the Publisher:
Mass electronic commerce-it's a whole new realm of consumerism, a virtual 24-hour, worldwide sales arena, a burgeoning retail revolution-and it's happening right now. Sounds like heaven for retailers and manufacturers. Right?
Then why are so many businesses in electronic shock, risking extinction rather than embracing the inevitable evolution of shopping? This illuminating guide explains why, discusses the growth of electronic shopping-and helps businesses overcome their uncertainty and inertia.
At the heart of E-shock is the ES test designed to help businesses decide how their company is going to be affected by the revolution and determine the level of response required. Then, E-shock provides 10 strategies to help retailers and manufacturers map a path through the new market challenges and develop a clear, long-term strategy for growth and success in the electronic marketplace.
The World Wide Web possesses unique characteristics that distinguish it in important ways from traditional commercial communications environments. Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. In this article, we discuss the idea that these changes portend an evolution in the ''marketing concept'' and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required. In this new approach, the marketing function must be reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web.
Trust and the concept of the brand are increasingly of interest in the study of business relationships on the Internet. Synthesising studies of trust from other disciplines such as accounting, sociology, psychology and biology can provide useful insights into the application of trust both specifically and generally, to Internet business relationships. While there is a plethora of models, those with potential application for Internet business relationship theory are described and analysed. The argument is extended to discuss the concept of the brand as a surrogate for trust, and hence as a reliable identifier of a certain cluster of values.
This paper presents findings of an exploratory case study that was undertaken to assess Web performance evaluation in three petroleum energy firms in the Southwest. Findings indicate that firms with clearly defined Web site objectives will tend to have much more comprehensive strategies for Web site performance evaluation. Contrary to our expectations, perceptions of Web expertise was not significantly related to perceived Web site performance. However, there was a clear relationship between perceived Web development expertise and the perceived ability to improve sites. Additionally, our findings suggest a lack of senior management guidance in Web related initiatives has contributed to an inability to successfully link Web performance measures to organizational objectives.
As the number of Web sites continues to expand and consumers increase their use of the Internet, companies must find ways to convert visitors to buyers and boost return visits to their sites. Most sources that offer guidelines for developing Web sites assume that all Internet shoppers are the same. An examination of customers' shopping orientations would, however, indicate that this is unlikely to be the case. To develop a more effective Web site, it is important to consider the shopping orientations of the target market. This article describes five different shopping orientations and offers ways to address these differences when creating a Web site.
This study attempts to understand certain aspects of the online shopping experience from a consumer’s perspective. In particular, this study investigates the interaction between service failure and online shops’ readiness for service recovery and the resulting impact on customer defection. The findings of the present study suggest that some online shops have severely breached a few fundamental business principles, resulting in lost customers. Specifically, this study finds that failure to institute adequate complaint management and service recovery systems contributed to customer defection. Hence, service recovery and customer retention need to be given due importance during the service design phase, and appropriate management decisions have to be made upfront rather than after service failures occur when it may be too late.
This study investigates the characteristics of manufacturers' Internet advertising behavior, including the reasons of using Internet advertising, the factors that determine the firm's commitment to Internet advertising projects, and types of information provided in an Internet advertising message. The framework proposed by Resnik and Stern (1977) was modified to analyze the content of 472 product advertisements advertised in the Web sites. The possible impact of the content and enhancement device of Internet advertising upon the attractiveness and effectiveness of online advertisements is investigated. The findings show that Internet advertising can facilitate selling activities, though the impact is not as strong as expected.
The consumers of the 21st Century can purchase goods and services by many off-site methods as well as by the 'traditional' mode of shopping in person. It is time to look again at the key feature that makes the traditional method popular for many consumers: the opportunity to mix with other people during the retail/service experience. This article reviews the extant literature on on-site consumer interactions, especially conversations consumers have with fellow consumers and employees. Out of the review, three inter-related strategic perspectives are proposed which store-based retail/service providers must take to compete for customer loyalty in the new millennium. They are: (1) view on-site consumers as a valuable (willing and able) human resource, (2) plan to facilitate consumer-to-consumer interactions and (3) accept some social responsibility for the quality of these interactions. There are still some significant gaps in our understanding of the social and communal elements of service experiences. A focus for future research is provided.
The study focuses on consumer-related factors that affect the success of traditional store-based retailers' ventures on Internet shopping. In particular, the impact of income, involvement, home shopping and Internet shopping experience, attitudes towards a retailer's brand and attitudes towards a retailer's web site on consumers' intentions to buy through that retailer's web site are examined. Results indicated that high income favours Internet shopping from retailers with strong brand names and that high involvement with a product category affects adversely shopping from retailers' sites with weak brands. Both extensive home-shopping experience and positive attitudes towards a retailer's web site were found to have a positive effect on shoppers' buying intentions regardless the strength of the brands involved.
Focuses on the exploration of consumer experience and attitudes towards online interaction within virtual communities. One of the emerging e-commerce business models, the consumer to consumer “community” model, is relatively new but underpins the framework for the research conducted. The dramatic change in terms of how consumers interact with each other and potentially engage with direct marketers is epitomised by a change in the level of perceived control with a shift towards consumer-controlled interaction. The growth in virtual or on-line communities is part of this evolution, and this paper reports on the qualitative phase of an ESF/DMA-funded research project.
Subjects the assumptions and prescriptions of the “integration” literature to critical scrutiny. Teases out the distinctive basis of its appeal compared with earlier communication management literature. Finds that, although perhaps not entirely new, issues of “integration” have because of social, market and technological developments become more salient and significant than before. Also illuminates the dark side of this project by drawing attention to uncritical acceptance of “integration” as a panacea for communication management in the twenty-first century.
Observes that traditional retail, catalog, and online-only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or to retain their single channel model and risk becoming obsolete and left behind by new, multi-channel competitors. The decision process and implementation of a multi-channel strategy could be simplified if businesses understood what drives consumers to a single channel, multiple channels, and which channels are preferred. Outlines the key issues facing multi-channel marketers, and encourages multi-channel businesses to take a customer-centric view rather than a channel focused view to work through the challenges unique to the multi-channel marketer. A model of multi-channel buyer behavior is proposed to help the multi-channel marketer develop a customer-centric view. Presents a series of propositions which serve to encourage and direct future research in this area.
In this paper, the authors examine how the extent and quality of customer service varies between online companies in industries that are more or less customer-oriented. Specifically, they explore how the customer service provided by online firms in the more customer-oriented industries of travel and retailing compares to the service provided by online firms in the less customer-oriented industries of manufacturing and technology. In addition, they examine how the amount of firm's Web experience relates to the quality of customer service. Although they find that the quality of customer service available from online firms seems to be consistently poor, there is plenty of room for newer, smaller firms to compete on the service dimension. Specific implications and recommendations are discussed.Journal of Targeting, Measurement and Analysis for Marketing (2002) 10, 325-338; doi:10.1057/palgrave.jt.5740057
It is recognised that deciding on how to deal with the Internet is one of the major strategic challenges that businesses face today. Within a short period, the Internet has emerged from being a niche medium used by a minority of individuals, to being a mainstream channel used by millions of people and businesses globally. Moreover, the Internet is being used to gain competitive commercial advantage worldwide, removing market and geographical barriers of entry. This study examines the attitude of business-to-consumer companies towards the use of the Internet in order to establish whether it is simply fashionable to use this medium or whether it is a fundamental for successful relationship marketing. To supplement a literature review a postal survey was conducted among all the client companies of Prime Response, a major supplier of database marketing software for customer relationship marketing (CRM). A total of eleven companies (31 per cent of the census) took part in the study. The research concludes by suggesting that the Internet is both a fad and a fundamental for relationship marketing at the moment. It is recommended that the Internet should be used as an integral part of a business's overall strategy and, as a channel, managed in conjunction with all other channels that a business uses.Journal of Database Marketing (2000) 8, 73-86; doi:10.1057/palgrave.jdm.3240020
This article explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognises the customer's role in the customer/company relationship. The article explores the risks and challenges in shifting the organisation, process, and technologies to support interactive marketing, yet outlines several strategies for achieving this transformation and the resulting benefits.
This paper examines some of the changes which are occuring in marketing practice as a result of the rapid development of electronic commerce. The first half of the paper describes and explores the character of electronic marketing, highlighting those aspects which are in some sense novel or new. The second half of the paper draws out the implications of these developments for marketing practice in general. This is done, first, with respect to the traditional "marketing mix" and, second, with respect to the identification of sources of potential competitive advantage. An examination of contemporary online business reveals the emergence of a subtle new e-marketing mix The paper concludes with some observations about how managers might best respond.
This paper reviews the diverse forms taken by electronic commerce and the varied perspectives taken by observers to analyse it. Nine case studies are used to develop a taxonomy of electronic commerce implementations. Three trends in the emergence of electronic commerce are identified: a change in emphasis from competitive advantage towards the gaining of sector-wide improvements in efficiency and effectiveness, the formation of electronic markets, and a process of incremental rather than radical development within communities.Journal of Information Technology 1996 11, 161172. doi:10.1080/026839696345360
This paper investigates the effects of the Internet on the structure of the classical marketing channels. The advantages offered by the Internet have determined many companies to adopt different models of Internet-enabled distribution strategy. The choice and the implementation of these strategies will be influenced, as in the case of any other marketing channel, by the characteristics of the company, of its clients, and of the traded products. On the basis of an empirical study of 500 Internet commercial sites, the present paper identifies the models of Internet-enabled distribution strategy implemented by the Web-active companies, and then verifies four hypotheses related to the factors that influence the choice and implementation of a particular strategy.Journal of Information Technology 1999 14, 333346. doi:10.1080/026839699344458
The Active-Ad project, a pan-European study co-funded by the European Commission, was set up to analyse the success criteria for interactive advertising as part of the socioeconomic dimension of the Information Society Technologies (IST) Programme. The portion of the project recorded here took the pulse of the digital media industry across Europe. Its aims were to explore the nature of interactive marketing and the further development of models within the industry and the sector itself. Led by a consortium backed by the IAB and other stakeholders, and coordinated by the IEPRC, it represented a major development in understanding within the sector. This paper is a digest of its results.
The tremendous growth in Internet sales has prompted many firms to enter the world of E-commerce. The question must be raised if “marketing as usual” is the suitable approach for firms to gain and maintain competitive advantage. A vital area of concern is the promotional mix, or the communications element of marketing strategy. In order to be able to determine the availability, type, and presentation of information preferred by consumers, it is necessary to gain an understanding of the target consumer's motivations and activities. Using the product motivation scale developed by Dawson, Bloch, and Ridgeway, this study examines the shopping behaviors and information gathering activities of consumers, classified as product motivated or not, as they make purchases via the Internet. This information is useful for the design and implementation of effective integrated promotional efforts.
The UK retail environment is extremely competitive, forcing retailers to constantly develop and enhance both their offerings and their formats. Probably the most significant changes taking place are coming from not the products being sold themselves, but rather when, how and where they are being sold. For example, new technologies such as the Internet, CD-Roms, electronic kiosks and digital television are opening up new opportunities for retailers through remote purchasing and delivery. While a number of large retailers have made heavy investments into electronic retailing, such as Arcadia, Marks & Spencer, Tesco and Sainsbury, it is uncertain how they are going to use this technology to gain competitive or market advantages. Given the media attention which technologies such as the Internet has attracted, there is the danger that businesses may adopt an unfocussed use. This report identifies and evaluates the ways in which major UK grocery retailers are using the Internet to create value for their users over and above that which is offered by bricks and mortar stores. Web sites of three grocery retailers were evaluated via preselected criteria in order to assess how they created value for their customers. Applying Holbrook’s typology of consumer value, the findings of the research suggest that each of the retailers surveyed are similar in terms of the nature of the value they have created for consumers online, these being value-as-convenience and value-as excellence.
This article presents evidence that multi-channel retailers are out-performing online-only (“pure-play”) retailers, and that their success is reflected in their market value. Multi-channel retailers are most successful when they define distinct roles for each channel, use the Web creatively as a customer acquisition tool, and work hard at converting browsers to buyers. To help get this last part right, the authors isolate key defection points – critical moments when retailers are apt to lose customers. They conclude that, for retailers, the key to making the most of the Internet is to correctly determine its strategic role in relation to other channels and invest to play that role excellently.
The authors discuss research progress and future opportunities for modeling consumer choice on the Internet using clickstream data (the electronic records of Internet usage recorded by company web servers and syndicated data services). The authors compare the nature of Internet choice (as captured by clickstream data) with supermarket choice (as captured by UPC scanner panel data), highlighting the differences relevant to choice modelers. Though the application of choice models to clickstream data is relatively new, the authors review existing early work and provide a two-by-two categorization of the applications studied to date (delineating search versus purchase on the one hand and within-site versus across-site choices on the other). The paper offers directions for further research in these areas and discusses additional opportunities afforded by clickstream information, including personalization, data mining, automation, and customer valuation. Notwithstanding the numerous challenges associated with clickstream data research, the authors conclude that the detailed nature of the information tracked about Internet usage and e-commerce transactions presents an enormous opportunity for empirical modelers to enhance the understanding and prediction of choice behavior.
Many businesses on the Internet in the late 1990s spent wildly, doing whatever it might take to attract customers to their
sites. It soon became clear that the challenge was not simply to bring the customers in the door but also to retain these
customers for future purchases. The quest was on to discover what tactics had the most appeal to Internet shoppers. This study
reveals survey and behavioral data drawn from Internet customers that reflect what was most important to the Internet shoppers
and compare the factors for attraction versus retention. Since many have viewed the Internet as creating more perfect information
for the buyer, the question arises as to how important price will be in the purchase process. What becomes clear from the
analysis is that what attracts customers to the site are not the same dimensions critical in retaining customers on a longer
term basis.
Are firms competing in a new world of frictionless e-commerce or is the Internet a pricer’s paradise? It is not safe, at the moment, to say that the Internet is lowering online prices, decreasing price dispersion and increasing online customer price sensitivity.The strategic issue for firms pricing on the Net is avoiding the ‘commodity trap’ and taking advantage of the ‘other side’ of information transparency. Firms should increasingly rely on finer segmentation of their customers and resort to dynamic and smart pricing, product and price versioning and bundling. Multichannel and customer lifetime value pricing will become strategic issues.
The fact that supermarkets are still very much in their experimental stages of using electronic commerce, even in the most advanced electronic market like the USA, is well documented by Kalakota [1,2] and Dutta [3]. E-commerce has been applied in retailing (e-tailing) and also in supermarkets, but the question remains, has it been implemented by strategic choice or has it been ''forced'' upon? [4,5]. The initial task of this research was to review, in form of a SWOT analysis, the concept of electronic supermarkets. As a precursor, the external business environment in which they operate was analysed to determine the opportunities and/or threats they present. This was undertaken using the PESTIE (Political; Economic; Sociological; Technological; Industry and Ecological factors) model. A further analysis examined the internal capabilities of the supermarkets and their abilities to exploit the opportunities or combat the threats presented by the external environment, i.e. strengths and weaknesses. Key Success Factors (KSF) for enabling competitive advantage were identified.
The pace of retail change has recently been accelerated by developments in technology. Multimedia and virtual reality - the ''interactive technologies'' - in particular, provide retailers with new productivity tools that have the potential to deliver competitive advantage. One of the areas of greatest retailer interest has been within the consumer durable and DIY sectors, which provide the focus of this research. This research obtains the expected future rate of the diffusion of interactive technology at the customer interface in the DIY, fitted furniture, brown and white goods sectors, using a modified Delphic poll and a forecasting procedure derived from an expanded version of the Bass model. Although the three expert types polled - academics, retailers and technology providers - did not concur completely, there was agreement that the diffusion of such technologies is imminent, and that the elements under consideration play an important role in these forecasts, as well as the type of panellist providing the predictions. Managerial implications of the forecasts are discussed, and the merit of the forecasting technique developed is explored.
Develops detailed marketing strategy recommendations for online commerce based on the general popularity of the Internet, the unique nature of doing business there, and how its attributes may be utilized for a successful marketing presence.
Businesses that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity and are critical to enhancing the brand's value and the extent that it financially impacts on the business. This paper is designed to acquaint the reader with a more strategic approach to both profiling and managing brand equity over time, using both qualitative and quantitative modelling approaches whose findings are correlated to business performance concerns.Interactive Marketing (2003) 5, 33–39; doi:10.1057/palgrave.im.4340215
In a few years' time we will probably not be using the term ‘e-business’; we will all just talk about ‘business’ again because by then every business will be an ‘e-business’. The challenge — whether your company is large or small, new or old — is to understand just how the Internet can deliver real business benefits and then to make it happen. Basic business fundamentals remain as important as ever, but in every area of business the Internet offers truly amazing opportunities to transform the way you operate.This paper, focusing on some of the differences between B2C and B2B e-business, looks at delivering true benefits using internet-based technology.Journal of Database Marketing (2002) 9, 132–136; doi:10.1057/palgrave.jdm.3240068