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Chapter 2 Principles of Marketing

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					Internet Marketing in Hospitality
          and Tourism

  Chapter 3 Planning Internet Marketing


       By Zongqing Zhou, PhD
        Associate Professor
         Niagara University
    Chapter 3 Planning Internet
             Marketing
• Internet Marketing Planning Defined
  – A systematic process of designing a blueprint
    for communicating the benefits and the value
    of the products and services to the online
    consumers.
  – Strategic Internet Marketing Plan—long-term
    plan
  – Operational Internet Marketing Plan—short-
    term plan
  Chapter 3 Planning Internet
           Marketing
– The Blueprint:
   • Step1: Strategic Planning (your company’s goals and
     objectives—long-term)
   • Step 2: Operational planning (your company’s short-term
     goals and objective, typically for one year)
   • Step 3: Situation Analysis and SWOT
   • Step 4: Understanding your customers
   • Step 5: Market segmentation and Product Focus
   • Step 6: Website construction and promotion
   • Step 7: Pricing Strategy
   • Step 8: Product Distribution
   • Step 9: Internet Promotion
    Chapter 3 Planning Internet
       Marketing –objectives
• Objectives: criteria of good objectives
  – Specific
  – Realistic
  – achievable
  – Measurable
  – Time-related
    Chapter 3 Planning Internet
       Marketing –strategies
• Is Internet marketing a complement or
  replacement of your existing marketing practice
  – If you are an existing company with a land-based
    (mortar) business, that is the question to ask
• What is the best marketing mix I should use to
  target my customers.
  – If you are a pure online company (click) or operate an
    independent online company separated from your
    land-based business.
    Chapter 3 Planning Internet
        Marketing –Tactics
• Tactics are short term and flexible
• Tactics are used to fulfill the goals of
  strategies
• Tactics require specific plans and tools
  – What is your plan for the website?
  – What tools do you use to advertise online
    (banner, sponsorship, for example)?
  – Permission email marketing?
  – eCRM?
      Chapter 3 Planning Internet
      Marketing –situation analysis
                           Internet Marketing Plan
IMP: Objectives and
goals; strategies;         Immediate Marketing Environment
action plans;
controlling;               General Marketing Environment
measurements




IME: Competitors,
                           GME: Economy,
customers,
                           technology,
distribution
                           demographics,
channels,
                           government,
suppliers
                           society, culture
   Chapter 3 Planning Internet
   Marketing –situation analysis
• Customers:
  – Who are they?
  – Where are they (what sites do they go to? Are
    they local, regional, domestic or
    international?)
  – How many are they?
  – What are they doing online?
  – What do they need and want?
  – How they behavior when they are online?
   Chapter 3 Planning Internet
   Marketing –situation analysis
• Competitors
  – Who are they?
  – Are they online or offline?
  – How do they present themselves to the
    customers
  – Are their strategies successful?
  – Should I copy them or use different
    strategies?
  – Are they part of an existing land-based
    company or a purely dot com company?
   Chapter 3 Planning Internet
   Marketing –situation analysis
• SWOT: Strengths, weaknesses,
  opportunities and threats
  – What is our SWOT?
  – How are we going to deal with the SWOT?



  – Link to an example
 Market segmentation and Product
             Focus
• Select your market (target customers)
  according to your products and services
• What are the benefits and/or values of
  your products and services
• Positioning/branding your products and
  services
      Website construction and
             promotion
• The importance of your website as a
  marketing tool
• Considering your customers and your
  products when constructing your website
• Making sure customers can find your site
  (search engine optimalization )
• Using an integrated marketing strategy to
  promote your site (both online and offline)
            Pricing Strategy
• Online consumers are power consumers
  and sensitive to pricing
• Understanding competition
• Choose the right pricing strategy to fit your
  products/services and customers mix
         Product Distribution
• Direct marketing or not direct marketing?
  – Product/service analysis
  – Cost and benefits analysis
         Internet Promotion
• Planning internet promotion
  – Objectives
  – Find your customers
  – Budgets
  – Marketing mix (pick the right communication
    tools)
  – Execution
  – Measuring the effects

				
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posted:8/9/2012
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