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Chapter 1: Integrated Internet Marketing Communication (IIMC). Payam Hanafizadeh and Mehdi Behboudi http :// www.igi-global.com/book/online-advertising-promotion/60769. What is Marketing ?. Marketing is a process that has different meanings for different people :
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According to Kotler's definition, "Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value freely with others" (Kotler, 2001a, p. 4).
According to Klein and Nason (2001), the term "development"can be defined as "expanded economic opportunities and improved outcomes in domestic and/or export markets, employment, standard of living, and social conditions commonly included under the concept of quality of life (access to and quality of health care, education, cultural opportunities and civic freedom and harmony)" (p. 263).
The main question then becomes: how can marketing, and especially online marketing, contribute to this goal?
Through identification of potential demands, marketing allows aproductorserviceto be presented concordant with asegment's demands.The fully customized product/service is delivered to the customer byimplementing strategiesdeveloped form the combination of4p(product, price, place, and promotion).
A latent demand refers to a part of the market with a need not yet satisfied by a physical product or solution.
By recognizing these demands, marketers persuade customers to accept their products, and these vague desires which stem from a latent demand are converted to active demands.
Thus, marketersdo not createNEEDS; they identify the NEEDS, give it a name and provide the customer with a satisfier.
Through converting latent demands to active ones, marketing plays a significant role in increasing the variety of national products and creating new competitive potential.
The term "product" is anyone or anything that contributes to world development.
This is somewhat in fight with Kotler and Armstrong (2001)’s definition: "a product is anything that can be offered to a market to satisfy a demand" (p. 7).
Through developing the concept of product, marketingpresents a new viewpoint for manufacturers.
The principle of aligning services/products with target customers' demands has incentivized companies to develop new production lines. Producersmay applyvarious methods todevelop a product.
However, marketing also incorporatesstrategiesfor companies that cannotaffordto develop a variety of productionlines. Theproper strategy for these brands is to increasethedemandfor their products' appeals.
By introducing the concept of segmentation, marketing can identifyeach segment anddeterminetheright segment foreach company.The right segment of the market includes that part of the market to which a company should offer its services using all its capacities.
Some elements of market segmentation include:
Geographic (region, density, and climate)
Behavioral (occasions, benefits, user status, usage rate, loyalty status, readiness stage, and attitude toward product) (Kotler, 2001, p.149).
According to the definition of Kotler et al.(2005), a market is the set of actual and potential buyers of a product.These buyers share a particular need or want that can be satisfied through exchanges and relationships.
Marketplaces have three tasks to fulfill:
Through foreign direct buying, online marketing provides domestic businesses with an economic development boost with benefits such as:
According to Yarom, Goldman, and Rosenschein (2003) and Turban et al. (2006), electronic intermediates eliminate the five following limitations that exist in virtual markets:
According to a study conducted by Teltzrow and Kobsa (2004), customers tend to rely on websites that have a number of actual brick-and-mortar stores.
Previous studies revealed that this behavior is due to three factors:
The customer will acquiesce to buy if it is confirmed that:
1.the website in question is well known.
2.an information intermediate is involved in the transaction that will be responsible if the customer's demand is not satisfied.
3. there is a guarantee for the transaction.
Businesses must select their competition strategy taking the four following strategies into account:
Previously, communication systems operated on analog information;however,most systems today operate within digital systems. Digital systems are based on bytesorstreamsof zeros and ones whioch allow the new medium to display image,dataandvideos.
Integrated marketing communication is such a challenge that many studies and tools have been used to increase its efficiency, some of which include advertising, promotion, personal selling, public relations and direct marketing (Kotler, 2001, p. 272).
The importance of IMC planning is emphasized by dynamic streams of various marketing areas including market segmentation, relationship marketing and direct marketing (Durking & Lawlor, 2001).
The Funnel Model of IIMC
Direct Online Marketing
The End Of Chapter 1