Beruflich Dokumente
Kultur Dokumente
Unit 1
Examining Concepts of Marketing Management
Chapter 2 - E - marketing
Lesson 7 - Web Marketing
Introduction:
In the preceding chapters we had stated that
though marketing on the web is one form of direct marketing, we would handle it in an exclusive lesson in view of its unique characteristics
and in the interest of comprehensiveness of coverage.
What is the basic requirement for a company
which wants to indulge in e-business? You have
guessed it right ! It is the Website! Without a
website it will be impossible to carry out e-business.
How to design a website? A website that will
showcase the company in its entirety. It should
be attractive enough to compel the customer to
make a visit to it. In deciding to set up and operate their own Web sites, companies face many
questions such as those listed in Table 2.2.
Many of these questions will be answered
throughout the course pack. Here we address
only three:
Designing an attractive Web site
Placing ads and promotion online
Building a revenue and profit model.
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System Analysis
Bandwidth:
Bandwidth refers to the amount of data that can
be transmitted over a telecommunications link in
a fixed amount of time. In computing terms it is
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Banner Advertisement
A banner advertisement (banner ad) is usually a
rectangular advertisement placed on a Web site
and is linked to the advertisers own Web site.
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System Analysis
Point to remember
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System Analysis
Tutorial - A
The market share of alkaline battery in India is around two per cent. High-drain gadgets (cameras,
toys, walkman) in urban cit-ies have been a major factor in launching these kinds of batteries. Duracell
has the Duracell Power check indicator by which a consumer can know the life of the battery. The
battery is priced at Rs. 35 per pair. Some figures indicate that the market is growing at 40% per
annum. The brand is retailed in about 75,000 outlets in around 1000 towns.
Given the structure of the battery industry in India, how would you apply marketing orientation to this situ-ation? Analyze if the concept is applicable to the situa-tion from the viewpoint
of the company (collect infor-mation if required).
Source: Kumar Ramesh S- Application exercises in Marketing (Vikas Publishing House Pvt Ltd,
2000)
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3E.004U