Crm Essay

Only available on StudyMode
  • Topic: Marketing, Marketing strategy, Internet marketing
  • Pages : 8 (2532 words )
  • Download(s) : 8
  • Published : April 29, 2013
Open Document
Text Preview
The Research of Seven Stages on the Internet Marketing
YUAN Jianlin Hebei Normal University of Science and Technology, Hebei, China, 066004 yuanjianl@126.com Abstract: With the popularity of E-commerce and the development of management inform management technology, the Internet marketing becomes more and more extensive. On this open condition of electronic commerce, the need of distribution accordingly is higher than before. Considering on this, this article has analyze and study the internet marketing. Different corporations can implement different strategy to improve the competition and get high profit. Keywords: Internet marketing, product, price

1 Introduction
At its core, the mission of marketing is to attract and retain customers. To accomplish this goal, a traditional bricks-and-mortar marketer uses a variety of marketing variables—including pricing, advertising, and channel choice—to satisfy current and new customers. In this context, the standard marketing-mix toolkit includes such mass-marketing levers as television advertising, direct mail, and public relations, as well as customer-specific marketing techniques such as the use of sales reps. With the emergence of the Internet and its associated technology enabled screen-to-face interfaces, a [1] new era of marketing has emerged . Well-respected academics and practitioners have called for new rules and urged debate about fundamental tenets of marketing, including segmentation, mass marketing, and regionalized programs. At the other extreme, pundits and academics have argued that both the basic building blocks of marketing strategy and the pathways to competitive advantage have remained the same.

2 Definitions and Scope of Internet Marketing
It is perhaps best to begin with the basic American Marketing Association definition of marketing: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good and service, to create exchanges that satisfy individual and organizational goals. If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, what is Internet marketing? Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. This definition can be divided into five components: 2.1 A Process Like a traditional-marketing program, an Internet-marketing program involves a process. The seven stages of the Internet-marketing program process are setting corporate and business-unit strategy, framing the market opportunity, formulating the marketing strategy, designing the customer experience, designing the marketing program. Grafting the customer interface, and evaluating the results of the marketing program. These seven stages must be coordinated and internally consistent. While the process can be described in a simple linear fashion, the marketing strategist often has to loop back and forth during the seven stages. 2.2 Building and Maintaining Customer Relationships The goal of marketing is to build and create lasting customer relationships. Hence, the focal point shifts from finding customers to nurturing a sufficient number of committed, loyal customers. Successful marketing programs move target customers through three stages of relationship building: awareness,

777

exploration, and commitment . It is important to stress that the goal of Internet marketing is not simply building relationships with online customers. Rather, the goal is to build offline (as relevant) as well as online relationships. The Internet marketing program may well be part of a broader campaign to satisfy customers who use both online and offline services. 2.3 Online By definition. Internet marketing deals with levers that are available in the world of the Internet. However, as noted above, the success of an Internet marketing...
tracking img