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The basic major marketing management decisions can be classified in one of the following four categories, namely Product, Price, Place (distribution) and Promotion. Product: It is the tangible object or an intangible service that is getting marketed through the program. Promotion: This represents all of the communications that a marketer may use in the marketplace to increase awareness about the product and its benefits to the target segment.
So how does a marketer strategize to attain success in a marketing program, using these 4 P’s? Offering specificity introduces the contextual customization of what needs to be done to address the questions raised in each of these 4 Ps of Marketing.
Profile market segments involve market share potential, lifetime customer value, revenue potential and profitability potential. Defining the business objectives for shorter and longer term is necessary for a successful business. Meetings should be held for reviewing information and make a strategy for touching market and deploying tactics. After these four steps are completed, it is time to assemble a full-fledged marketing plan.
George Avlonitis is Professor of Marketing in the Athens University of Economics and Business, Head of the Department of Marketing and Communications.
In this paper we present some preliminary results from a major Internet survey which examined the use of the Internet in a firm's marketing strategies. Internet is a new technology breakthrough which has invaded almost every aspect of communication, with users expanding at exponential growth rates. On the other hand, the Internet technology is endowed with the qualities of interactivity, demmasification and asynchronous that alter the rules of communication process (Rogers, 1991), therefore demanding the transformation of the communication strategies.
The purpose of this paper is to present some descriptive statistics and intercorrelations among variables from a major international research on Internet business-to-business marketing strategy.
We identify some basic demographic characteristics of respondent companies, including size, nationality, field of endeavour, product complexity and intensity of Internet use, in terms of percentage of marketing budget allocated to the Internet use.
A ten pages long questionnaire was developed and sent by e-mail to the top marketing executives of 400 business-to- business firms.
Degree of product complexity: The respondents were asked to indicate whether their product was simple, relatively simple, or complex. A factor analysis reduced the above variables into four factors, which explained 62.7% of variance in the original variables.
Marketing Research: new product research, environmental scanning, finding new vendors and cost effectiveness. Gaining Competitive Advantage: gaining marketing edge over the competition, keeping up with the competition and establishing a lead position. Expansion of markets: finding new coalitions, finding new markets locally and finding new markets globally. Table 8, below, shows the correlations between the antecedents (Use Intensity of Internet, Product Complexity), and the Internet Marketing Strategies. It appears that the use of Internet is associated with the companies' strategic goal of gaining competitive advantage. Considering the positive relationships between the Use Intensity of Internet and the company's Product Strategy (faster discovery of customer needs, better product customization, new product testing and faster product life cycles), as well as Sales Strategy (use of Internet by the salesforce for market segmentation and customer classification), we may argue that Internet has helped companies to put market orientation into practice.
Indeed, firms interested in marketing in a hypermedia computer-mediated environment adopt a market orientation (Hoffman and Novak, 1996a).
The lack of significant relationships between the Use Intensity of Internet and the variables pertaining to Promotion Strategy, is aligned with the practice of industrial marketing, which entails that advertising is necessary, still not sufficient for the accomplishment of actual sales. The positive relationship between Product Complexity and the product strategy variable of better cooperation of R&D with external resources, may indicate that Internet is being used by business-to-business companies in their effort to develop new products with external cooperation. Also, product complexity implies a higher degree of market ambiguity-uncertainty (Moriarty and Kosnik,1989), in terms of product utility and operability. Management of the companies marketing industrial products and services acknowledge Internet as a competitive weapon and formulate certain strategies in order to capitalize on the benefits provided by this technology.
However, while the companies with simple or relative simple products are more inclined to set the strategic goal of market share increase through the use of Internet, companies marketing complex products are more likely to use Internet in order to facilitate their collaboration with other actors in developing new products. Closing this paper, we need to stress that since companies recognize Internet as a strategic weapon and deploy certain Internet Marketing Strategies, we need to focus on the performance of these strategies, in productivity and efficiency terms, in order to evaluate the contribution of the electronic superhighway in the effectiveness of business-to-business marketing strategies. Benjamin R., Wigand R,(1995), "Electronic Markets and Virtual Value Chains on the Information Superhighway," Sloan Management Review, Winter, 62-72. Gambardella, Garcia-Fontes (1996), "Regional Linkages through European Research Funding" Econ. Glazer Rashi (1991), "Marketing in Information Intensive Environments: Strategic Implications of Knowledge as an Asset" Journal of Marketing ,55, October, 1-19.
Hausler, Hohn, Lutz (1994), "Contingencies of Innovative Networks:A Case Study of Successful Interfirm R&D Collaboration," Research Policy 23 47-66. Moriarty and Kosnik (1989), "High-Tech Marketing: Concepts, Continuity, and Change" Sloan Management Review, Summer, 7-17.
Rayport J, Sviokla J (1996), "Exploiting the Virtual Value Chain" The McKinsey Quarterly, 1, 21-36. Top Social Media Branding Strategies For Aspiring Internet Marketers You are using an outdated browser. International Product And Service StrategiesThis chapter attempts to shed light on some of these challenges.


Product Life Cycle CurveFor example, if sales peak and then decline, managers may conclude that the product is in the decline phase and therefore cut the advertising budget, thus precipitating a further decline.
Marketing Mix – Wikipedia, The Free EncyclopediaMarketers must do careful research on how long the life cycle of the product they are marketing is likely to be and focus since customers are a target of marketing, while the other elements of the marketing mix are tactics. Understanding Pricing Objectives And strategiesDirect marketing gives you more control than wholesale marketing over how products are grouped, displayed, and priced. MARKETING Pricing StrategiesMarketing Strategy Over the Product Life Cycle INTRODUCTION GROWTH MATURITY DECLINE . Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Since 1998, we have been the trusted catalyst for business growth to early-stage and Fortune 1000 companies in the technology and service sectors. We drive growth and competitive advantage by combining our industry expertise, best practices, and analytical rigor. This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth. Tangible products may be items like consumer goods (Toothpaste, Soaps, Shampoos) or consumer durables (Watches, IPods).
If the price outweigh the perceived benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.
Her research interests lie mainly in the fields of high technology marketing, pharmaceutical marketing, relationship marketing and the Internet marketing.
Specifically we describe the profile of business-to-business respondents together with the descriptive statistics of Internet use intensity, strategic goals, product, promotion and sales strategies through the Internet.
For example, according to the Forrester Research (2003), inter-organizational e-commerce in North America will exceed $2.7 trillion, by 2004. As a consequence, new marketing paradigms have to be shaped in order to provide business models applicable in the field of this new marketing phenomenon (Glazer, 1991, Hoffman and Novak, 1996a, Thomson and Kaul, 1995). The impact of Internet Marketing Strategies and their antecedents on sales and export performance, the marketing effort and the channels of distribution is also considered.
The findings of this study suggest that African-American men may have unique psychological concerns with regard to online dating.
The sample was randomly selected from the business-to-business directories of the Yahoo WEB portal. From these companies, about 70% were using Internet the last two years, 20% started four years ago, while the remaining 10% had an experience exceeding four years. Indeed, according to Porter (1991), the top management that invests in information technology is doing so because tends to perceive it as a strategic weapon for gaining competitive advantage.
Thus, the virtual world of Internet helps companies to follow demand-side strategies rather, than simply making and selling products.
It plays a supporting role to the sales department's efforts to maintain and expand their customer portfolio. This is so, because product complexity and financial risk tend to impose the transfer and exchange of knowledge, assets and experience through collaboration patterns (Bucklin and Sengupta,1993, Gambardella, Garcia and Fontes,1995, Hausler, Hohn and Lutz,1994). In other words, customers may not understand what needs the product could satisfy.Therefore, the advertising message in Internet should place emphasis on product applications and product uses and our results confirm this.
Special performance measures have to be developed in order to substantiate how a firm's performance may be influenced by the Internet Marketing Strategies.
Novak T (1996a), "Marketing in Hypermedia Computer-Mediated Environments:Conceptual Foundations" Journal of Marketing, July. Everett (1991), "The Critical Mass in the Diffusion of Interactive Technologies in Organizations", Harvard Business School Research Colloquium, Harvard Business School, Boston, MA, 245-263. Facebook has millions of users where you can source out more traffic and recommendation about your brand.Create a Facebook Fan page. 10-1 The International Product Life Cycle (IPLC) Products pass through distinct stages, during which profits may rise and fall, respectively; as a consequence, products require different marketing strategies in each stage. Frazier – Chairman, Chief Executive Officer, President and President of Global Human HealthAdam H.
New Product Development And Product Life-Cycle StrategiesDescribe the stages of the product life cycle.
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Intangible products are service based like the tourism industry and information technology based services or codes-based products like cellphone load and credits.
This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet.
Advertising may include using specialty packaging to showcase products, utilizing promotional products for your company, or online ads.
In there very essence, the 4 Ps of marketing is actually a framework that allows the marketer to structure the value proposition of an existing product (or a new product at the time of launch) so as to garner the highest mindshare by distinctly structuring the same.
The intercorellations among the resulted factor scores of strategic goals and Internet marketing strategies with product complexity and Internet use depict some useful conclusions for Internet marketers and researchers. Notwithstanding that there is a growing consensus about the benefits of the use of the Internet in their business activities, a few firms report quite disappointing e-business results (Strauss, J., El-Ansary, A.
This is illustrated by their preference to wait for automated information about prospective matches rather than initially searching online for prospective matches. However, it seems that the companies which use extensively Internet, emphasize ad messages which have to do with the "Alternative Uses of the Product". The negative relationship of Product Complexity and the strategic goal of Market Expansion supports the views of Benjamin and Wigand indicating that industrial companies capitalize on Internet for direct selling of simple products, or for relatively simple buying situations, (straight rebuy).
More specifically, companies utilize Internet in all their activities pertaining to the successful commercialization of their products.


Along similar lines, we need to develop specific measures in order to evaluate quality issues of a firm's Internet Marketing Strategy. Thomas, Chatterjee Patrali (1995), "Commercial Scenarios For The WEB: Opportunities and Challenges," Journal of Computer-Mediated Communication, 1(3), December. Publish engaging content to increase the number of your Facebook fans and followers.Promote your brand by holding events and contests. The life cycle of your product can impact your choice of pricing objectives and strategies.
This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.
A certain amount of crossover occurs when promotion uses the four principal elements together (e.g in film promotion). However, that is easier said that done and many marketers fumble when it comes to playing with the real life nuances and bringing out a crisp value proposition. An understanding of the gender differences among African-Americans can help understand if it is necessary to advocate a change in this behavioral pattern among African-American men.
This supports the argument put forward by Cronin (1993) that the content of Internet advertisment message should be mainly informational.
In addition, they involve their sales departments with Internet, mainly with the aim to facilitate the crucial task of market segmentation and targeting, as well as for discovering sales leads. For example, we may use productivity enhancement, increase of sales, or efficiency improvement as direct performance measures. Also, Thomson and Kaul (1995) suggest that success on the Internet can be measured by the number of site visits (hits), and they note, however, that very few companies report significant sales.
However, indirect performance measures, such as improvement of corporate image, increase of brand equity and reinforcing of a firm's public relations may be more difficult to be used as quality evaluation measures of a firm's Internet Marketing Strategy. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation.
In addition, Kurlwich (1995) states that most companies generate very little business from WEB advertising at present and that in reality, the main advantage of the WEB is the experience that they gain about the marketing strategies to be used when the network becomes a major commercial tool for everyone. The above issues may be major objectives for future research in the scope of Internet marketing literature.
With millions of Twitter platform users, you can leverage on the exposure that you can gain when marketing your brand on Twitter using these social branding strategies.Craft your brand voice. To retain its competitiveness in the market, continuous product extensions though innovation and thus differentiation is required and is one of the strategies to differentiate a product from its competitors. Keep your followers informed and communication is the key to keep them engaged with your brand so keep them updated about the latest happening on your business.Twitter is about social engagement so make yourself active in participating in discussions and re-tweeting tweets that are relevant to your brand industry. Posts on facebook pages are no longer served to as many people as it used to be in the past.
Not everyone has the capacity to run such expenses.What am hitting on is the tiny fraction of page fans that posts gets served to by facebook. This is precisely because about more than half of the consumers are engaged in social media, spending almost half an hour to three hours daily visiting social media and using the platform when looking for products and services. There are social media branding strategies that can help aspiring internet marketers grow their brand followers, increase their brand popularity and consequently make a game changing outcome for the return of their target profit.The basic foundation for social branding strategiesIn order to establish that your brand is unique, it is important to undertake the right social branding approach. Among the basic foundations when exploring the proper social branding strategies for your business, you need to consider the following:Define your objectivesThere are 101 ways to market your brand in the social media networks. However, you get results by being able to use only those that address your marketing objectives. It is necessary to have a clear goal for your brand marketing and ensure that you implement a specific, attainable, time bound, measurable and relevant goals to focus on.Quick content publishingBrands are highly competitive these days and if you want to overrun your competitors, you should make your business highly competent in publishing relevant content quickly. This entails publishing news content or the so-called newsjacking and implementing newsfeed for your content. This allows you to connect to your target social media audience easily and consistently.Leverage on social media sites where your target audiences are activeThis is a fundamental rule for internet marketers to follow. Find a social media site where you can easily communicate, connect and interact with your target audience.
There are many social media sites where its community members are highly active in commenting and forum discussion. You should target in marketing your brand on these sites to gain maximum exposure among active social media users.Where to focus your social media branding approachAs you embark to social media branding, it is essential to understand that each social media platform has its own unique approach in social marketing. Oftentimes, even when your budget will allow it, it is impractical to undertake a paid social brand marketing scheme across different platforms when some of the social media networks cannot serve your brand marketing purpose.
Thus, choosing which social media platform to promote your brand will essentially depend on your marketing goals. Many brands are able to maximize their social media branding strategies by choosing only two or three social media sites to promote brand awareness successfully. Therefore, your brand marketing strategies should focus on intensity and not on volume.Top social media branding strategies that workThere are different social media sites that are very popular in brand marketing.
Make your profile information comprehensive which must include your business address, contact number, products and services.
Include a photo of your brand logo to make your Google Plus page more professional.Promote your business to its local consumers. Take advantage of marketing your brand from Google’s local pages or listings.Start creating your own Google Plus Circles. Become their follower and make them take notice of you by actively inviting others to join your circle and be willing to spend time in communicating with them through commenting and sharing ideas.Publish useful and relevant posts to your Google Plus page.
Add the Google + badge or button on every article you publish to make it shareable with others.Participate in Google Hangouts.



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