Lec_8_slides.pdf - E-MARKETING MKT303 Lecture 8 Strategy and Promotional Mix Contents 3-2 In this session we shall discuss Strategic Planning

Lec_8_slides.pdf - E-MARKETING MKT303 Lecture 8 Strategy...

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E-MARKETING MKT303 Lecture 8: Strategy and Promotional Mix
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Contents In this session, we shall discuss: Strategic Planning Promotional Mix Elements Important Trends IMC Metrics and Industry Averages Audience Measurement 3-2
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Amazon.com 2-4 Founded in 1995 as an online retailer. Did not become profitable until Q4 2001. In 2007, generated $14.8 billion in net sales, $476 million in net income. Leveraged its competencies into different e-business models. Established e-commerce partnerships with Target, Macy’s, and others. Provided developer services. Created the first affiliate program.
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Amazon.com, cont. Amazon’s success is based on selection, lower prices, product availability, innovative technology, and better product information. CEO Jeff Bezos is not interested in expanding to the physical world. Which of Amazon’s core competencies do you think will drive its strategy in the future? 2-5
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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. 2-6
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ESP: Environment, Strategy, and Performance 2-7 The e- marketing plan flows from the organization’s overall goals and strategies. The ESP framework illustrates the relationships among environment, strategy, and performance. A SWOT analysis of the business environment (E) leads to the development of strategy (S) and the measurement of performance (P).
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ESP Framework 2-8
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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 marketing objectives.
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