Preparing an Internet Marketing Plan

Anonymous
timer Asked: Jul 1st, 2018
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Question description

Hello tutors this is an format of assignment.

"You are required to select any product/service which you want to market online, and then prepare a mini marketing plan for it.

Tasks to perform:Once you have identified company/idea, you are required to write an Internet Marketing Plan for it. You MUST use the format supplied to you in the other file to fill in the information related to your product/service as part of the plan.

Submit a typed report of maximum 4-6 pages for the proposed Internet Marketing Plan for evaluation. References must be provided.

You must use the provided format of writing an e-marketing plan

Times new roman, 12 point, Double space.

Make sure to do your own work since TurnItin will be used to check for any plagiarism and if the similarity is more than 30%, you will get

Zero."

This is the format and one more there's a PPT about E-marketing.

Before do this can you watch PPT first??

Thank you for the watching this I'll look forward to hearing from you.

E-Marketing Chapter 2: Strategic E-Marketing Chapter 2 Objectives • After reading Chapter 2 you will be able to: • Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy. • Identify the main e-business models at the activity, business process, and enterprise levels. • Discuss the use of metrics and the Balanced Scorecard to measure e-business and e-marketing performance. Strategic Planning • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities • Process identifies firm’s goals for • • • • Growth Competitive position Geographic scope Other objectives, such as industry, products, etc. Strategy • Strategy is the means to achieve a goal. • E-business strategy • Strategy that deploys enterprise resources to reach performance objectives, competitive advantages. • E-marketing strategy • Strategy that capitalizes on information technology to reach objectives. Business Models • A business model is a method for long term survival and a value proposition for partners, customers and revenue • E-business models include the use of information technology to achieve long term goals. • Firm selects one or more models as strategies to accomplish enterprise goals. Level of business Impact Level of Commitment to E-Business Business Transformation (competitive advantage, industry redefinition) Pure Play Pure Dot-Com (Amazon) Enterprise Effectiveness (customer retention) Efficiency (cost reduction) Business Process Activity Click and Mortar (eSchwab, most retailers) Customer Relationship Management Brochureware E-Mail Activity-level models • • • • • • • • Online purchasing Order processing E-mail Content publisher (brochureware) Business intelligence Online advertising Online sales promotion Pricing strategies Business Process-Level Models • • • • • • • • Customer relationship management (CRM) Knowledge management Supply chain management Community building Affiliate programs Database marketing Enterprise resource planning (ERP) Mass customization Enterprise-Level Models • E-commerce • Direct selling • Content sponsorship • Portal • Online broker • Exchange • Auction • Metamediary • Purchasing agent • Virtual mall Pure Play Model • A Pure Play is a business that began on the Internet. • Top level of the E-Business pyramid. • Examples: E*Trade, eBay, Yahoo! • Most dot-com crash failures were pure plays. Performance Metrics • Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of operations. • The Balanced Scorecard provides a framework for understanding e-marketing metrics. • Four perspectives: customer, internal, innovation and learning (growth), and financial The Balanced Scorecard • Customer perspective • • • • Time Quality Performance and service Cost • Internal perspective • Cycle time • Manufacturing quality • Employee skills and productivity The Balanced Scorecard • Innovation and learning (growth) perspective • Number of new products • Penetration of new markets • Improvement of processes such as CRM • Financial perspective • • • • Income and expense metrics ROI Sales Market share growth Applying the Balanced Scorecard to EBusiness and E-Marketing • Metrics for the Customer Perspective (Exhibit 2.6) • Customer perceptions of product value • Customer buying patterns • Metrics for the Internal Perspective (Exhibit 2.7) • Customer service • Information technology • Supply chain Applying the Balanced Scorecard to EBusiness and E-Marketing • Metrics for the Innovation and Learning Perspective (Exhibit 2.8) • CRM • Sales conversions • Metrics for the Financial Perspective (Exhibit 2.10) • Profits • ROI
E-Marketing Chapter 2: Strategic E-Marketing Chapter 2 Objectives • After reading Chapter 2 you will be able to: • Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy. • Identify the main e-business models at the activity, business process, and enterprise levels. • Discuss the use of metrics and the Balanced Scorecard to measure e-business and e-marketing performance. Strategic Planning • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities • Process identifies firm’s goals for • • • • Growth Competitive position Geographic scope Other objectives, such as industry, products, etc. Strategy • Strategy is the means to achieve a goal. • E-business strategy • Strategy that deploys enterprise resources to reach performance objectives, competitive advantages. • E-marketing strategy • Strategy that capitalizes on information technology to reach objectives. Business Models • A business model is a method for long term survival and a value proposition for partners, customers and revenue • E-business models include the use of information technology to achieve long term goals. • Firm selects one or more models as strategies to accomplish enterprise goals. Level of business Impact Level of Commitment to E-Business Business Transformation (competitive advantage, industry redefinition) Pure Play Pure Dot-Com (Amazon) Enterprise Effectiveness (customer retention) Efficiency (cost reduction) Business Process Activity Click and Mortar (eSchwab, most retailers) Customer Relationship Management Brochureware E-Mail Activity-level models • • • • • • • • Online purchasing Order processing E-mail Content publisher (brochureware) Business intelligence Online advertising Online sales promotion Pricing strategies Business Process-Level Models • • • • • • • • Customer relationship management (CRM) Knowledge management Supply chain management Community building Affiliate programs Database marketing Enterprise resource planning (ERP) Mass customization Enterprise-Level Models • E-commerce • Direct selling • Content sponsorship • Portal • Online broker • Exchange • Auction • Metamediary • Purchasing agent • Virtual mall Pure Play Model • A Pure Play is a business that began on the Internet. • Top level of the E-Business pyramid. • Examples: E*Trade, eBay, Yahoo! • Most dot-com crash failures were pure plays. Performance Metrics • Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of operations. • The Balanced Scorecard provides a framework for understanding e-marketing metrics. • Four perspectives: customer, internal, innovation and learning (growth), and financial The Balanced Scorecard • Customer perspective • • • • Time Quality Performance and service Cost • Internal perspective • Cycle time • Manufacturing quality • Employee skills and productivity The Balanced Scorecard • Innovation and learning (growth) perspective • Number of new products • Penetration of new markets • Improvement of processes such as CRM • Financial perspective • • • • Income and expense metrics ROI Sales Market share growth Applying the Balanced Scorecard to EBusiness and E-Marketing • Metrics for the Customer Perspective (Exhibit 2.6) • Customer perceptions of product value • Customer buying patterns • Metrics for the Internal Perspective (Exhibit 2.7) • Customer service • Information technology • Supply chain Applying the Balanced Scorecard to EBusiness and E-Marketing • Metrics for the Innovation and Learning Perspective (Exhibit 2.8) • CRM • Sales conversions • Metrics for the Financial Perspective (Exhibit 2.10) • Profits • ROI

Tutor Answer

ProfMcGrath
School: Duke University

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