Literature review: On-line Marketing

Résumé du document

It is the internet that is transforming the business environment by creating new challenges and opportunities. This chapter provides an overview of the internet and its well defined characteristics. It highlights the key developments that have contributed to its explosive growth and its impact on the business environment. The Internet is a world-wide network of networks. In other words, it is a common technology platform that allows computing devices to communicate with each other. Through this medium, it offers a number of alternative channels that enable businesses and people to communicate across zones. The three core channels include the commonly used email (electronic mail), news groups and mailing lists. And finally the great development of the World Wide Web (www). The World Wide Web (www) is a large network of documents, which contains hypertext and pictures, and provides the opportunity for dynamic interaction. Hypertext allows information to be organized in a user friendly way such that it is easily accessible. Information and data is gaining a major sector of the products and services that people buy and a critical source of added value.

Extraits

[...] Meidan A (1996) Marketing Financial Services, London: Macmillan Business Meidan Lewis and Moutinho L (1997) Financial Services Marketing: A reader, Bridgend: Mackreth Media Service Morgan Stanley (2004) The China Internet Report. New York Nancy D. Albers-Miller, Robert D. Straughan, (2000) ‘Financial services advertising in eight non-English speaking countries', International Journal of Bank Marketing, vol.18, No pp.347- 358 Peelen E (2005) Customer Relationship Management, Harlow: Prentice Hall Seal, W.B (1998), ‘Relationship banking and the management of organizational trust', International Journal of Bank Marketing, vol No.3, pp.102-7. Stella Lai Man So, Mark W. [...]

[...] Unlike a TV commercial, the Internet have shifting the power to consumers since the web is training individuals and organizations to help themselves to information, products, and practically everything they want when and where they please. Information overload to customers may lead them have too many choices. Therefore companies have to attract consumers' attention. Since the Internet accelerate development, people can access the Internet anywhere anytime, and they will be able to get what they want by themselves. High rate of Internet usage lead to online crime, and customers requires online privacy and data security. [...]

[...] From the table of worldwide Internet Usage and Population Statistics 2000 to 2007, the different levels of economy development determined their Internet usage of their population percentages. Most marketers prefer to evaluate individual countries for online strategies. Internet use varies greatly from country to country. Country size, population and economy situation all will affect their Internet usage. The world's largest online markets are the United Stares and China, which has 211 million and 162 million users (Appendix 20 Top countries in Internet usage). Especially the United States, which have nearly 1/5 of the world Internet users (figure below: United States Internet users). [...]

[...] These differences with Thomson in UK are because the Chinese postal system is unreliable and credit card use is still low. China is still a cash-driven economy. As Ctrip and many other Chinese e-business firms, e-marketing in China is flourishing, and global e-marketers must be alert to the differences and adapt a e-marketing strategy wherever they occur. Marketing knowledge and consumer behavior To perform a better marketing strategy, companies need to learn enough market knowledge about the markets. Therefore, companies becomes a learning organization and is better able to reach desired return on invest and other performance goals. [...]

[...] Finally, it overcomes the barriers of time and space. The Internet is a global network and can be reached from everywhere, regardless of where the computer or Internet access device is physically located. The Internet can also be accessed at any time 24 hours a day days a week. These qualities eliminate the barriers of time and space that exist in the physical world. All of these characteristics combine to create a very powerful medium. By allowing for direct, ubiquitous links to anyone, anywhere, the Internet let individuals and companies build interactive relationships with customers and suppliers, and deliver new products and services at low cost. [...]