This presentation focuses on the topic Marketing on the Web. Contents of this presentation: -Four Ps of Marketing -Product based and Customer based Marketing strategies -Communication with different marketing segments -Trust and Media choice -Financial Plan -Resource requirements -Risk and rewards

1. Marketing on the Web
Created BY:
Vikram Kalyani (120110116017)

2. Objectives
• When to use product-based and customer-based marketing
strategies
• Communicating with different market segments
• Customer relationship intensity and the customer relationship
life cycle
• Using advertising on the Web

3. Objectives
• E-mail marketing
• Technology-enabled customer relationship management
• Creating and maintaining brands on the Web
• Search engine positioning and domain name selection

4. Web Marketing Strategies
• Four Ps of marketing
– Product
• Physical item or service that company is selling
– Price
• Amount customer pays for product
– Promotion
• Any means of spreading the word about product
– Place
• Need to have products or services available in different locations

5. Product-Based Marketing Strategies
• When creating a marketing strategy
– Managers must consider both the nature of their products and the
nature of their potential customers
• Most office supply stores on the Web
– Believe customers organize their needs into product categories

6. Customer-Based Marketing Strategies
• Good first step in building a customer-based marketing
strategy
– Identify groups of customers who share common characteristics
• Customer-based marketing approaches
– More common on B2B sites than on B2C sites
• B2B sellers
– More aware of the need to customize product and service offerings to
match their customers’ needs

7. Communicating with Different Market Segments
• Identifying groups of potential customers
– The first step in selling to those customers
• Media selection
– Can be critical for an online firm
• Challenge for online businesses
– Convince customers to trust them

8. Trust and Media Choice
• The Web
– An intermediate step between mass media and personal contact
• Cost of mass media advertising
– Can be spread over its audience
• Companies can use the Web
– To capture some of the benefits of personal contact, yet avoid some of
the costs inherent in that approach

9. Financial Plan
• Outline a high-level financial plan that defines your financial
model and pricing assumptions.
– This plan should include expected annual sales and profits for the next
three years.
– Use several slides to cover this material appropriately.

10. Resource Requirements
• List requirements for the following resources:
– Personnel
– Technology
– Finances
– Distribution
– Promotion
– Products
– Services

11. Risks and Rewards
• Summarize the risks of the proposed project and how they
will be addressed.
• Estimate expected rewards, particularly if you are seeking
funding.

12. Key Issues
• Near term
– Identify key decisions and issues that need immediate or near-term
resolution.
– State consequences of decision postponement.
• Long term
– Identify issues needing long-term resolution.
– State consequences of decision postponement.
• If you are seeking funding, be specific about any issues that
require financial resources for resolution.