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MOD4_E-MARKETING.docx - E -MARKETING-MODULE 4 RNSIT – MBA...

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E -MARKETING-MODULE 4RNSIT – MBAE-MARKETINGMODULE 4E-Marketing Management:Product – Products on Internet – Creating Customer Value Online–Product Benefits – E-Marketing Enhanced Product Development – Price – Change inPricing Strategies – Buyer and Seller Perspectives – Payment Options – Pricing Strategies –Distribution– Online Channel Intermediaries – Distribution Channel Length and Functions –Channel Management and Power – Distribution Channel Metrics – Promotion – IntegratedMarketing Communication (IMC) – Internet Advertising – Marketing Public Relations – SalesPromotion Offers – Direct Marketing – Personal Selling – IMC Metrics.Product – Products on Internet:Aproductis a bundle of benefits that satisfies needs of organizations or consumers.Includes goods, services, ideas, people, and places.Products such as search engines are unique to the Internet while others simply use theInternet as a new distribution channel.Organizations use research to determine what is important to customers when creatingnew products. The marketing mix and CRM work together to produce relational andtransactional outcomes with consumers.Marketing Mix & CRM Strategies & TacticsCreating Customer Value Online:Customer value = benefits – costsValue is the entire product experience.Value is defined wholly by the mental beliefs and attitudes held by customers.Value involves customer expectations.This document is intended for internal circulation in the Dept of MBA, RNSIT only.Page 1
E -MARKETING-MODULE 4RNSIT – MBAValue is applied at all price levels.Internet can increase benefits and lower costs but it can also work in reverse.PRODUCT BENEFITS:The Internet created a new set of consumer desired benefits. Users expect: effective web navigation, quick download speeds, clear site organization, attractive and useful site design, secure transactions, privacy, free information or services, and user-friendly Web browsing and e-mail reading.Product decisions must be made that deliver benefits to customers. Attributes Branding Support Services Labelling PackagingAttributesinclude overall quality and specific features. Product features can include colour, taste, style, size, and speed of service. Benefits also are the same features from a user perspective (e.g. Myspace) The Internet increases customer benefits in ways that have revolutionized marketing. Media, music, software, and other digital products can be presented on the Web. Mass customization is possible for tangible & intangible products User personalization of the shopping experience can be achieved.Brandincludes a name, symbol, or other identifying information. When a firm registers the information with the U.S. Patent Office, it becomes a trademark.This document is intended for internal circulation in the Dept of MBA, RNSIT only.Page 2
E -MARKETING-MODULE 4RNSIT – MBAA trademark is either a word, phrase, symbol or design, or combination of words, phrases,

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Term
Spring
Professor
dr bhagat
Tags
Marketing, Pricing, Dept of MBA

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