SYNOPSIS RESEARCH PROJECT REPORT On

INTERNET MARKETING

For the partial fulfillment of the requirement of

MASTER OF BUSINESS ADMINISTRATION

Affiliated to Mahamaya Technical University, Noida (U.P.) (2010-2012)

SUBMITED TO:
Miss. ALKA (Assit.Prof)

SUBMITED BY:
SANJEET SINGH GNIT-MS

Submitted By:
(SANJEET SINGH) ID No. 684048 Roll No. 1068470094

Serial No.

Particulars

1.

Introduction

2. 3. 4. 5. 6.

Objective of the study Scope of the study Review of Literature Research Methodology Data analyses

7. 8. 9.

Use & importance of the study Suggestions Conclusion

10.

Bibliography

INTRODUCTION

Nearly everyone who owns a business on the Internet has heard of search engine optimization, more commonly known as SEO, but you might be surprised to find out how many people dont really understand what it is or how to utilize it to their best benefits. Basically, search engine optimization is website content that is optimized to be easily seen, viewed, and tracked by search engines such as Google and Yahoo. Internet marketing communicates information about a company and its services. In order to compete with the hundreds or even thousands of websites that offer the same products or services, webmasters and business owners must be able to master search engine optimization in order to succeed. While the concept behind search engine optimization is simple, creating keyword optimized content is not always as easy at might seem. Careful consideration of keyword density (how many times a particular keyword or keyword phrase is used in the body of articles or website pages) is required. More on that later! By understanding current Internet marketing trends in hospitality hoteliers can enhance their web presence and utilize the Internet as the most cost effective and up-to-date sales and marketing channel. In the past several years, we have all watched the remarkable growth of the online travel marketplace. With an increasing number of travel consumers doing travel research online (75% of adults in the US - TIA), gaining broadband Internet access at home and becoming more and more accustomed to doing business and transacting on the web, we will continue to see this growth across market segments at an ever increasing rate. This year, 60% of all leisure and 55% of business travel pace. An estimated 89% of planners are researching event locations on the web, and by 2008, 41% of all groups and meetings travel revenues will come from the Internet.

OBJECTIVE OF THE STUDY

The objective of my study will be followingy y y y y y y To know the various strategies used in internet marketing. To know the effectiveness of internet marketing. To know the consumer satisfaction and response regarding internet marketing. Advertise products, services or even advertisement space over the Internet. Advertising is done to inform customer about the new products, services. Promote the product of the firm; this can be done through internet. By the internet a firm can provide more information to their customer.

The above objectives can be materialized through online promotion that includes press release, posting an attractive story about the company, its people, its website or its products and services with online wire services, blogs or forums, which can be a medium for placing comments, opinions or notices about their company. This activity is called blog marketing that can be done in blogs or by hosting a blog website or through placing comments and the URL of other related blog websites about the products and services.

SCOPE
The scope as said is huge. Personnel involved in it ought to have the smartness to exploit all the potential it contains and channel it towards attaining beneficial results. When these fall into place, one can be assured of all the good things that will happen to the promoted feature. These are some of the flagship benefits that internet marketing provides and have to be used with judiciously so that benefits come galore. With a phenomenal window to help products attain exposure, internet marketing is all about that astuteness which has to be incorporated so that desirable results are never a far dream, but an attainable thought. Internet marketing has emerged as the latest marketing channel through which products are being marketed and given exposure. The process is a concoction of many features, all of which get deployed at different places and yield different results, Internet marketing services are the latest marketing channel for product advertising. There are varied features involved, and their deployment happens gradually over the internet for diverse results. It is one of the most widely used advertising methods across the world for its geographical reach, and for the liking people take to it. Any business which gets internet marketing services performed on it stands a great chance of flourishing, and of course making money. The services cover the entire internet, which means the business is advertised on various marketing channels. The features used to promote businesses include the likes of link building, meta tagging, social bookmarking, pay per click, paid inclusions, email marketing etc.

This form of marketing is the cheapest form of marketing available till date. The results come in instantly, easily and can be traced to their roots. The returns on investment can shock you if the channel is used well. Things can be marketed just by writing and scripting. Blogs and mails that are written about a particular website can be posted on various forums where traffic influx is high. Responses flow in thick and one does not have to worry about frequent interaction. It can also be said to be of as interactive media where people can be engaged in regular debates. If the responses flow in thick, one can be assured of many hits happening constantly.

REVIEW OF LITERATURE
Customer satisfaction is defined as the individuals perception of the performance of the product on service in relation to his on her expectations. Hotel industry in a service industry. It sells its services and more and more quality services provided, more going to be its revenue. This industry doesnt sell any tangible assets to its customers and while making sales calls on presentation the property cannot be taken to the potential customer, in reality creating customer satisfaction in not something an organization does simply to satisfy, its something as organization does to stay in business. Top management embrace this reality by acknowledging communicating and acting upon three basic truths:-

 Customer satisfy is the ultimate goal  Customer satisfaction to an investment  Everyone must be involved in customer satisfaction

GAPS model of service quality

SERVQUAL as an effective approach has been studied which analysis the difference between customer expectations and perceptions. Outcomes of the study outline the fact that although SERVQUAL could close one of the important service quality gaps associated with external customer services; it could be extended to close other major gaps and therefore, it could be developed in order to be applied for internal customers, i.e. employees and service providers.

Gap1: Customers expectations versus management perceptions: as a result of the lack of a

marketing research orientation, inadequate upward communication and too many layers of management.

Gap2: Management perceptions versus service specifications: as a result of inadequate

commitment to service quality, a perception of unfeasibility, inadequate task standardization and an absence of goal setting.

Gap3: Service specifications versus service delivery: as a result of role ambiguity and conflict,
poor employee-job fit and poor technology-job fit, inappropriate supervisory control systems, lack of perceived control and lack of teamwork.

Gap4: Service delivery versus external communication: as a result of inadequate horizontal

communications and propensity to over-promise.

Gap5: The discrepancy between customer expectations and their perceptions of the service delivered: as a result of the influences exerted from the customer side and the shortfalls (gaps) on the
part of the service provider. In this case, customer expectations are influenced by the extent of personal needs, word of mouth recommendation and past service experiences.

Gap6: The discrepancy between customer expectations and employees perceptions: as a

result of the differences in the understanding of customer expectations by front-line service providers.

Gap7: The discrepancy between employees perceptions and management perceptions: as a

result of the differences in the understanding of customer expectations between managers and service providers.

RESEARCH METHODOLOGY

INTRODUCTION
Research is an art of scientific investigation through search for new facts in any branch of knowledge. It is a moment from known to unknown. Research always starts with a question or a problem. Its purpose is to find answers to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. As marketing does not address itself to basic or fundamental question, it does not qualify as basic research.
Because the extent to which goods or services meet the customer's needs and requirements is the index by which quality is determined, customers' perceptions of service is vital in identifying customer needs and satisfaction. It has been noticed that measuring customer satisfaction has become increasingly difficult, and levels of quality offered within service industries, as all customers have different perceptions about what contributes to good quality. It is true to say that all guests within a hotel have different perceptions on the quality of their stay, but hotel firms are continually determined to monitor customer feedback in the light of improving service.

METHOD OF DATA COLLECTION

1) Data to be collected. Data includes facts and figures, which are required to be collected to achiever the objectives of the project a) Primary Data The data that is being collected for the first time from customers and consumers of internet marketing.

b) Secondary Data Secondary data are that type of data, which are already assembled and need not to collected from outside. 2) Data Collection Method For given project, the primary data, which needed to collect for the first time, were much significant. Questionnaire for consumer. 3) Sampling Sample is the small group taken under consideration from the total group. This small group represents the total group. 4) Data Evaluation The data so collected were not simply accepted because it contained unnecessary information and over or under emphasized facts. Therefore only relevant data were included in the report, which helped in achieving the objectives of the project.

DATA ANALYSIS

Base for analysis

The approach to analysis was to use classical inferential statistical techniques to: Compare the means of each of the 5 SERQUAL dimensions.   Compare the mean scores of respondents based on gender and different age groups. Compare the differences in the mean scores of various dimensions

All this involved techniques using chart and graph to compare mean scores in which analysis of variance is somewhat considered an appropriate technique. A confidence interval of 95% was expected to provide sufficient robustness in this case. The mean and standard deviation should be computed for the global/overall satisfaction variables as well as for each of the product/service attributes. To understand better the satisfaction/dissatisfactions of each market segment, it is recommended that separate analyses be conducted on the basis of gender and age groups in order to find out the difference in opinions and satisfaction levels among them.

IMPORTANCE OF THE STUDY

The Internet is a tool enabling businesses to reach literally millions of new customers each month. The Internet is redefining the relationship between businesses and consumers, for the first time in history a small to medium sized company now can reach all over the globe to share information about its products and services. Now your business can advertise and reach customers on a global scale that just a few years ago was available to only a hand full of large corporations. One advantage to advertising on the internet is the fact that the it is always on. Your businesses image is shared 24 hrs a day 7 days a week. Shoppers can visit your site at their Convenience from the comfort of their own homes. It is like having your doors open 24 hrs a day 7 days a week. Another advantage is the Internet is enabling consumers to purchase from companies outside their geographical location; many items that were once available only in certain areas now are available worldwide thanks to the Internet. I believe the Internet will dramatically change the way we purchase and use the products and services we use daily. But don't take my word for it here is a recent quote from Alan Greenspan to the senate Budget Committee

CONCLUSIONS
Practically it has been proved through the research that online advertising is neither effective nor reliable as compared to the traditional medium which is Television commercials and print media i.e. newspapers and magazines. Also, consumers trust the traditional medium more than that of online and there is a vast difference in their trust levels. Of course, it could be because of the Indian culture which is different from the western countries that are more into e commerce and prefer to buy things online and they trust the internet more as compared to the other forms. Therefore, Internet marketing is more successful in those countries. All in vain in India, as we prefer to tangibles the things that we buy. Being collective we go shopping along with family friends and relatives. One can confidently conclude that consumers still trust and prefer the traditional form of marketing than that of online. Even though the reach of internet is much higher than that of other modes, its ability to attract consumers for awareness creation is very low. Hence comparatively, traditional modes especially TV commercials are a better option. One can easily make out the reliability of online and TV ads through the remembrance and recall values.

SUGGESTION
With this increased competition, a strong brand is essential as people are becoming more brand aware and making brand choices, a reason why leaders in budget hotels industry is re-launching. For the management it would be recommended that they:   Have more interaction with the hotel guests to understand their needs and expectations. Need to delegate more responsibility to the staff across the hotels so that they can make sensible decisions with the guests.   Need to invest in appearance of the hotel and employees. Need to become more flexible in terms of pricing, for e.g. they should price their services based on location, facilities and service standards.   Need to constantly upgrade facilities of the hotels in order to catch up with three star hotels. Need to invest in security systems.

BIBLIOGRAPHY
Chisnell, Peter. M (1997) Marketing Research, Fifth edition, McGraw Hill. East, Robert (1997) Consumer Behaviour, Advances and applications in marketing, Prentice Hall. Mittal, Banwari,I Newman ,Bruce and N.Sheth, Jagdish (1999) Customer Behaviour, Consumer Behaviour and beyond , Dryden Press.
Zeithmal, V.A & Bitner,M.J (2003) Service marketing,Integrating customer focus across the firm, McGraw Hill. Zeithmal, V.A, Parasuraman, A & Berry, Leonard L (1990) Delivering Quality Service, Balancing customer perceptions and expectations, Macmillan.

http://www.qmconf.com/Docs/0077.pdf http://www.measure-x.com/publication/12.html http://www.marketingstudies.net/blogs/diary/archive/000244.html -Discounts do not generate consumer loyalty http://www.hospitalitynet.org/news http://www.1to1.com- Hotel Loyalty Grows as Customers Speak Up