Statement of the problem 4
Significance of the study 5
Literature Review 6
Markets and increasing competitive pressure, of retaining the existing customer base becomes crucial for the future success of a firm. As a consequence, firms are increasingly interested in understanding the factors influencing and driving customer retention. One factor that has an impact on customer retention is the growing use of the internet channel. Nowadays, consumers have the tendency to shop online. Thus, a good internet marketing plan would help an organization to position their product or service in such a manner that the target audience can be reached. Yet, there are some difficulties that companies and consumers face where the point is for that research. This research points out some major limitations faced by the internet nowadays and on which further research is required.
Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others. Marketing is used to create the customer, to keep the customer and to satisfy the customer. Therefore, the concept of marketing is finding the right product for the consumer instead the right consumer for the right product. Marketing is also the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges to satisfy individual and organisational goals.
Internet is a global system of interconnected computer networks that uses the standardized internet protocol suite to serve billions of users worldwide. The internet has evolved into a dynamic source of information as well as an extraordinary marketing tool that is able to reach nearly any user. The internet phenomenon has become a source for gathering timely information and converting data into profitable results at a faster rate for many firms and individuals. The internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. Online advertising has reached many people and is a very cheap advertising option, this can help target marketing campaigns more precisely and improve bottom line.
Marketing research has been around for a very long time. It comes in many different forms and has been used in different ways throughout the years, but is really meant for one thing. It helps to increase the profitability of your marketing efforts through testing and fact finding. Up until a few years ago this research has all been done in the same basic fashion, but the internet has changed a lot of things. Internet marketing ties together creative and technical aspects of the internet including design, development, advertising, and sales. The internet has brought media to a global audience. The interactive nature of internet marketing in providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it includes management of digital customer data and electronic customer relationship management systems. Internet marketing also referred to as online marketing or E-marketing, is the marketing of products or services over the internet.
An internet marketing program has two sides. One is the part devoted to individual customers. The other is the business to business component. E-commerce programs as well as advertising, sales support, customer service and public relations are all elements of an internet marketing program. The internet has brought millions of people from all...