Describe about elements in e-marketing strategy.

timer Asked: Jun 25th, 2018
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Question description


This is about E-marketing.

You have to see the PowerPoint file with Youtube video. Youtube video is an optional choice, because it is an explanation about the PowerPoint. After watching visual aids, have to answer the question.

At the bottom I will attach the file of the PowerPoint and here is the Youtube address:

The question is like this:

'What four elements in tier one and five elements in tier two are devised for e-marketing strategy? Describe all of them briefly.'

It has to be written in two pages in WORD file.

Form of the paper will be double-spaced, 12 point with Times New Roman font.

Thank you in advance.

E-Marketing Chapter 6: E-Marketing Research Chapter 6 Objectives • After reading Chapter 6 you will be able to: • Identify the three main sources of data that emarketers use to address research problems. • Discuss how and why e-marketers need to check the quality of research data gathered online. • Explain why the Internet is used as a contact method for primary research and describe the main Internetbased approaches to primary research. • Contrast client-side, server-side, and real-space approaches to data collection. • Highlight four important methods of analysis that emarketers can apply to data warehouse information. Data Drives Strategy • Organizations are drowning in data. • Marketing insight occurs somewhere between information and knowledge. • Purina, for example, sorts through hundreds of millions of pieces of data about 21.5 million consumers to make decisions. From Data to Decision: Purina Decision Let’s put banner ads on Knowledge Dog owners who see ads online are likely to buy Purina ONE. We know the sites they visit:, Information 1. Purina buyers are 20% more likely to visit 2. 36% of dog owners who see Purina ads would buy the brand. Data 016030102 (Buyer 1 bought Purina puppy chow on March 1) Marketing Knowledge Management • Knowledge management is the process of managing the creation, use and dissemination of knowledge. • Examples of the uses of knowledge management can be found in Exhibit 6.4. The Marketing Information System • Marketers manage knowledge through a marketing information system (MIS). • Many firms store data in databases and data warehouses. • The Internet and other technologies have facilitated data collection. • Secondary data provides information about competitors, consumers, the economic environment, etc. • Marketers use the Net and other technologies to collect primary data about consumers. Sources of data: Internal records • Accounting, finance, production and marketing personnel collect and analyze data. • Nonmarketing data, such as sales and advertising spending • Sales force data • Customer characteristics and behavior • Universal product codes • Tracking of user movements through web pages Secondary data • Can be collected more quickly and less expensively than primary data. • Secondary data may not meet e-marketer’s information needs. • Data were gathered for a different purpose. • Quality of secondary data may be unknown. • Data may be old. • Marketers continually gather business intelligence by scanning the macroenvironment. Public and Private Data Sources • Publicly generated data • Etisalat Internet Connections • Dubai Economic Department • Privately generated data • Forrester Research • Nielsen/NetRatings • Online databases Primary Data • Two electronic sources of primary data collection: • Internet • Real space • Primary data collection on the Net: • • • • Experiments Focus groups In-depth interviews Survey research • Real-space data collection refers to technologyenabled gathering of information offline. Proportion Using Firms Using Online Primary Research 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Online surveys E-mail surveys Online focus groups Bulletin Web site board focus use groups measures Primary Research Steps • Research Problem • Research Plan • • • • Research Approach Sample Design Contact Method Instrument Design • Data Collection • Data Analysis • Distribution of Findings Online Research Advantages & Disadvantages • Advantages • Can be fast and inexpensive. • Surveys may reduce data entry errors. • Respondents may answer more honestly and openly. • Disadvantages • Sample representativeness. • Measurement validity. • Respondent authenticity. • Researchers are using online panels to combat sampling and response problems. Other Technology-Enabled Approaches • Client-side Data Collection • Cookies • Use PC meter with panel of users to track the user clickstream. • Server-side Data Collection • Data log software • Real-time profiling tracks users’ movements through a web site. Real-Space Data Collection, Storage, and Analysis • Offline data collection may be combined with online data. • Transaction processing databases move data from other databases to a data warehouse. • Data collected can be analyzed to help make marketing decisions. • • • • Data Mining Customer Profiling Frequency Report Generating

Tutor Answer

School: Purdue University


Running head: E-MARKETING


Elements in Tier One and Tier Two for E -Marketing Strategy
Student’s name



E-businesses pursue different initiatives in order to acquire new customers and maintain their
current ones. The strategies which an e-business pursues to attain its target are widely classified
into tier one and two strategies. Each strategy has different elements which a business pursue.
Tier One

Positioning - entails the activities an e-business put in place in order to establish a given
brand image. This entails projecting an image that the business would like the customers
to perceive it in. A business can pursue a positioning of high-quality products. In the long
run, customers will associate the company with producing high-quality products.

Differentiation – differentiation entails the activities an e-business put in place to
differentiate the ...

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Thanks, good work

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